WOMEN'S PERSPECTIVE ON ONLINE SHOPPING VERSUS TRADITIONAL SHOPPING: A C A S E STUDY IN KOTA
KINABALU AREA
MARIAYATI BINTI HJ AWANG 2007101259
BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS (MARKETING)
FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA
SABAH
JANUARY 2012
AKNOWLEDGEMENT
Bismillahirrahmanirrahim
Alhamdulillah. Thanks to Allah SWT, who with His willing giving me the opportunity to complete this Final Year Project which is title Women's Perspective on Online Shopping versus Traditional Shopping: A case Study of Kota Kinabalu Area. This final year project report was prepared for Faculty Business of Management, University Technology Mara, basically for student in final year to complete the undergraduate program that leads to the degree of Bachelor of Business Administration. Firstly, I would like to express my deepest thanks to, Mr. Franklin Hazley Lai, a lecturer at Faculty Business of Management and also assign, as my supervisor who had guided me a lot during this semester's session 2011/2012.
Deepest thanks and appreciation also to my dearest husband Farid Zainudin, family, friends and others for their cooperation, encouragement, constructive suggestion and full of support for the report completion, from the beginning till the end. Last but not least, my thanks to staff of Ined, University Technology Mara for great commitment and cooperation during my Final Year Project.
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TABLE OF CONTENTS
ABSTRACT v 1.0 INTRODUCTION 1
1.1 Research Background 1 1.2 Research Objectives 3 1.3 Research Question 3 1.4 Definition of Terms 3
1.5 Limitations 4 2.0 LITERATURE REVIEW 5 3.0 RESEARCH METHODOLOGY 8
3.1 Research Design 8 3.2 Sampling Technique 8 3.3 The Target Population and Sample Size 8
3.4 Method for Data Collection 8
3.5 Data Analysis 9 4.0 ANALYSIS AND INTERPRETATION 10
4.1 Demographic Profile 10 4.2 Shopping (in a month) 12
4.3 Preference 14 4.4 Summary 20
5.0 CONCLUSION 21 BIBLOGRAPHY 22 APPENDIX 25
ABSTRACT
Shopping can defines as activity of selection and/or purchase goods or service. For some contents, it is considered leisure as well as an economic one. In association to man (manusia), shopping has their own significant relationship as needs and wants are fulfilled when it comes to purchasing products/ services (Dhalokia, 1999) especially women (South & Spitze, 1994). According to previous researchers, majority of women in the world prefer to do shopping as compared to others activities. There are two (2) types of shopping; Traditional (sometimes Conventional) and Online Shopping. As revolution in technology especially internet is advancing, shopping habits among women have shifted to online shopping; It is more convenient and time savvy. However, despite of the differences among Traditional and Online shopping, both of it has its own pros and cons. In view of that, this study will concerns on women frequency of shopping (in a month) and their choices of shopping either by traditional or online.
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1.0 INTRODUCTION
1.1 Research Background
The growth of interest of the Internet as a shopping and purchasing medium is fascinating for practitioners and researcher alike. As a new channel of marketing, the Internet is capable of accommodating many different kinds of products and services. There is a little doubt that the Internet provides significant potential benefits to consumers worldwide. More choices, lower prices and the latest products have become available online to consumers who are physically far away from the world's traditional commercial centers in many product categories such as books, CDs and travel packages (Anderson, 1997; Harrigan & Raini).
Hence, by the end of 2003, figures for online commerce were estimated at round 4.5 percent of total sales, within the internet the fastest growing shopping channel (Lorek, 2003; Maloy, 2003). Online retailing was expected to reach sales of nearly $1000 billion by the end of 2003, an increase of 26 percent over 2002 (Mulin, 2003). Growth in the number of internet shoppers, the number of women using the internet to shop, and the percent of internet sales dedicated to apparel product are trends tat expected to continue (Maloy, 2003; Siddiqui, O'Malley, Mc Coll, & Birtwistle, 2003). Apart from that according to Nielsen (2008), over 85 percent of the world's online population had used Internet to make purchase, up 40 percent from two years ago, and more half of Internet users are regularly online shoppers, making online purchases at least once a month.
Nowadays, with the world of technology advancing rapidly, everything has become extremely convenient and all you need is available by a few simple clicks and button (Paul, 1996). Shopping is integral part in people's live does not require people to go out and check out the collection at various stores before picking up an item of their liking (Jarvenpaa & Todd, 1997). All they need to do is click a couple of buttons and get all they require through online shopping. This is the medium that has become extremely popular among the young and old, the home makers and the corporate professional and many more. When one can sit in the comfort of their home or office and make their purchase, why will one want to go out and get the same? It saves a lot of time, money and energy as well. There are more people go online for lifestyle purchase as well as day to day household item (Burke, 1998). This shift in consumer behavior really shows that today shoppers are diversifying not only what they buy, but how and where. Based on the MasterCard survey
