| dc.contributor.advisor | Magner, Siobhan | en |
| dc.contributor.author | Topley, Andrew | en |
| dc.date.accessioned | 2015-09-24T14:04:32Z | |
| dc.date.available | 2015-09-24T14:04:32Z | |
| dc.date.issued | 2015 | |
| dc.identifier.citation | Topley, A. (2015). Technology in the retail industry. To investigate whether generation y are more likely to purchase online as opposed to using the traditional bricks and mortar retailer. Bachelors Final Year Project, Dublin Business School. | en |
| dc.identifier.uri | http://hdl.handle.net/10788/2512 | |
| dc.description.abstract | The purpose of this study is to investigate Generation Y’s opinions and attitudes
towards technology in the retail industry and the main drivers responsible for this shift
in attitudes.
Both primary and secondary research were conducted in order to obtain a greater
understanding of consumer’s feelings towards this new shopping phenonomen. This
research is primarily focusing on three main objectives. These are – the technologies
being used both instore and online, brand loyalty and the economic influences
affecting consumer decisions to shop online.
The primary research was conducted in the form of two focus groups consisting of
Generation Y participants from different cities around the world. The secondary
research was conducted using online material, published journals and books in the
DBS library. A common theme was discovered whist conducting this research –
Generation Y are now in fact using both online and offline methods complementary
of each other primarily in the form of Webrooming and Showrooming with price
being the main driving factor.
The outcomes of the primary and secondary research supported the hypothesis and
revealed similarities between consumer’s behaviour in different countries. The focus
groups provided a more personal insight into the participant’s experiences and their
reasons for choosing one method over another. The research also confirmed that
retailers in different countries are using similar techniques to provide a seamless
shopping experience with ease of use, convenience, efficiency and price being the
priority in gaining competitive advantage.
A conclusion of the study will review the main points of interest and
recommendations for further research on a larger number of participants and using a
different generation is outlined. Author keywords: Technology, retail industry, generation
Y, online and offline shopping | en |
| dc.language.iso | en | en |
| dc.publisher | Dublin Business School | en |
| dc.rights | Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder. | en |
| dc.rights.uri | http://esource.dbs.ie/copyright | |
| dc.subject | Retail trade | en |
| dc.subject | Consumer behavior | en |
| dc.title | Technology in the retail industry. To investigate whether generation y are more likely to purchase online as opposed to using the traditional bricks and mortar retailer | en |
| dc.type | Final Year Project | en |
| dc.rights.holder | Copyright: The author | en |
| dc.type.degreename | BA Business and Accounting | en |
| dc.type.degreelevel | BA | en |
