A study of factors influencing attitudes of consumers on the

introduction of online grocery retailing: A case study of

GrunGusto supermarket in Naples, Italy.

By

Student:

Institution:

© 2013

AbstractOnline grocery retailing is new method of purchasing

preferred grocery products or goods for home consumption. The

method was started in Italy few years ago with early online

grocer like SubangGrocer.com, Citrasspicemart.com,

PasarBorong.com and CGdeMart.com. Because of the improvement of

current technology, the method of online grocery buying is

gaining market share in Italy. Therefore, the study examine the

attitudes of consumers towards the introduction of online

shopping in GrunGusto supermarket and particularly examining

factors that influence customers to buy online.

The study sample populations were GrunGusto supermarket

customers who had experience in retailing online, specifically

online grocery retailing and consumers who have no experience in

online grocery shopping. The research sample size was 100 and

convenience sampling method was employed.

The research findings showed that of the four selected

factors for the study, the most influencing and attractive factor

for consumers who prefer online shopping in GrunGusto supermarket

is Features/Design, followed by convenience and time saving

respectively. The findings indicated that the fourth factor,

security, is of significant concern among the interviewed. The

study also identified other factors influencing online customers

including; discount, less price, product quality and feedback

from earlier customers. For the next study question, that is, who

are the online customers regarding their demography: A

correlation findings for the attitudes and age towards online

retailing has indicated that the elderly are not keen in online

shopping. It is probable that this research will assist retailers

in Italy and globally to develop successful strategies in online

grocery shopping and also give a foundation for similar research

on attitudes of customer towards online grocery shopping.

Key words: Online grocery retailing, time availability,

convenience, online shopping.

Table of contents

Abstract............................................................ii

Table of contents..................................................iii

Chapter one..........................................................1

Introduction.........................................................1

Research problem.....................................................3

Justification of the study...........................................4

Research aims........................................................4

Research questions...................................................4

Research objectives..................................................4

Limitation and the scope of study....................................4

Chapter one

1.0.Introduction

In general, trend of online shopping has been advanced fast

in the current years with internet development and because of

easy accessibility of the internet use. Internet easy

accessibility has driven customers to purchase online. Online

retailing is the third most liked activity after use of email and

the web browsing on internet (Andrew and Vanitha, 2004).

Globally, over 627 million persons have undertaken online

shopping; the biggest world online buyers include British and

Germans. Tickets, airline, clothing or shoes videos, electronic

products, and books are the mainly items bought online (Boudraeu

and Watson, 2006).

Through internet communication and electronic marketing

firms are managing different activities of marketing like product

development, promotion, market research, customer feedback,

inform consumers concerning product features, and customer

services. Shopping online is utilized as a means for electronic

commerce and communication, it is supposed to improve or increase

in value, attractiveness and quality of delivering consumer

satisfaction and benefits, due to this, online retailing is

convenient and advancing its popularity daily.

Online shopping has both benefits and risks. In general,

users of internet avert online retailing due to inadequate

privacy, inadequate assurance of quality services and goods,

fraud in credit card, and risk of non-delivery. The authorities

concerned are developing policies to reduce threats involved in

online retailing. Fraud free online retailing was introduced in

Italy by 1995 and afterwards Singapore and Europe introduced SET

(secured electronic transaction) (Cho and Jinsook, 2004).

Conversely, online shopping has been developed rapidly due

to many merits associated with online shopping due to lower

search and transaction cost as weighed against other techniques

of retailing. Through shopping on the internet customers can

purchase faster, order services and products with low prices and

have more alternatives of products (Cuneyt and Gautam, 2004).

Therefore, retailers have analyzed the attitude and behavior of

consumers towards the internet shopping and use large amount of

dollars in the facilitation of demographics of customers who shop

online.

Attitude of consumers regarding online buying refers to

customers’ psychological state about shopping online. Online

shopping behavior procedure refers to services and products

bought online. The procedure of online shopping behavior

comprises five steps which are similar to the traditional buying

behavior (Liang and Lai, 2000). For example, consumer know the

need of purchasing some product and services, customers refers

online to purchase online and begin to search or look for

information for every alternative and eventually buy what best

meet their needs or desires. Before any final decision, consumers

go through many factors which influence or limit their buying

decision.

The main focus of this research was to identify the factors

which influence the behaviors and attitudes of customers or

consumers towards online grocery shopping. The researcher also

aimed to find out how customers form behaviors and attitudes

towards online shopping. Last but not least, the study examined

who online shoppers were regarding their demography. According to

an online survey in some American students, internet knowledge,

education level and income are particularly influential

predictors of online shopping among the students (Case, Burns and

Dick, 2001).

The research problem area which was attitude and behavior of

customers towards shopping online determined factors influencing

customers or consumers to purchase online and the factors that

helped retailers formulate strategies towards marketing on the

internet respectively. The research area was in Italy and

particularly on GrunGusto supermarket, therefore, the study will

generally benefit retailers globally and particularly benefit

GrunGusto supermarket in Italy. The researcher accomplished this

work through primary data collected covering the topic in a

diversified manner.

1.1.Research problem

A growing variety and number of organization and firms are

creating and exploiting business opportunities online (Liao and

Cheung, 2000). This statistics show the fast growth in virtual

buying. With this rising field of retailing the marketers’

interest is also growing in finding out what really motivates

customers to purchase online. Stiff competitions among those who

sell online have pushed them to increase the competition in

virtual shopping.

So as to increase their competitiveness in the market,

sellers need to identify the customer behavior in online buying.

Therefore, it is prudent to identify and analyze factors

influencing buyers to purchase online so as to capture customers’

demands. A part from factors influencing customers online

shopping, demography of online shoppers concerning their gender,

education, age, and income is also significant to describe their

strategies.

Because online retailing is a current medium so behavior of

consumer in the online shopping field is equally pretty varied in

nature as compared to behavior of traditional consumer,

therefore, it is significant to find out what factors influence

buyers to purchase online. There are many factors influencing

consumers’ decision to do online shopping. The factors are

significant for online grocery retailing in GrunGusto supermarket

to compete favorably in market.

1.2.Justification of the study

The main purpose of the study was to analyze and identify

factors influencing consumers in Italy to purchase online. A part

from the factors influencing online shopping, the other purpose

of the study was to examine demography of online shoppers. The

results of the research were to help GrunGusto supermarket to

formulate marketing strategies and increase research and

knowledge in online grocery shopping.

1.3.Research aims

The reason for this study was to find out factors that

influence customers of GrunGusto supermarket to purchase online.

In addition, the study examined demography of online shoppers

concerning their gender, education, age, and income.

1.4.Research questions

i. What factors limit and influence customers or consumers to

purchase online?

ii. Who are the customers shopping online concerning their

demography?

iii. How do customers form behaviors and attitudes towards

online shopping?

1.5.Research objectives

i. To examine factors influencing customers or consumers to

purchase online

ii. To find out how the customers form behaviors and attitudes

towards online shopping

iii. To identify online shoppers regarding their demography

1.6.Limitation and the scope of study

Limitations like financial constraints and time inadequacy

were experienced for this research. There was a specific focus to

select GrunGusto supermarket. The reason for this definite

selection was based on reasoning that the supermarket draws a big

crowd of customers or consumers, thus increasing researcher’s

ability to have statistically important respondents sample. This

would increase data reliability and trustworthiness. Besides,

respondents sample was considered a representative of all grocery

shops. This makes sure that every identifiable stratum in the

population is considered (Collis & Hussey, 2003). Additionally,

the study was delimited to only respondents’ sample of the

GrunGusto supermarket.

Chapter two: Review of literature

Introduction

This chapter reviews literature of previous research

conducted in the field of shopping online.

Demographics of online shoppers

Demographics of online shoppers were significant aspect. The

researcher reviewed literature of online shoppers regarding their

gender, education, age and income to determine any differences as

online shoppers carry their shopping businesses. Differences

within consumers’ age groups, for example, whether shopping

online attract younger people or elder people. Previous studies

have indicated that those who shop online primarily consist of

persons with high levels of income and education and are in

senior or middle profession or management (Kehoe et al., 2008;

Hoffman et al., 2006). In Italy, a survey conducted online and a

report of online shopping indicated that demographically, male

aged between 17 and 35 years, and had a minimum of secondary

education level and came from a family with a monthly minimum

income of $ 5000, were mainly the online shoppers. Similarly, the

survey indicated that the main cyber buyers were below the age of

35 years old and had degrees or diplomas as well as a monthly

income not exceeding $ 3500. Accordingly, a study conducted by

Miller (2006) shows that the domain of many young people is

cyberspace.

The major discriminating factors seemed to be income, age

and gender (Creswell, 2002). Customer segmentation, therefore, is

significant for the success of over the net shopping (Bell and

Bryman, 2007). A study by Miller (2006) mainly paid attention on

demographics to explain profile of users of internet.

Research model

The model of the research in figure one below was developed

by researchers based on the numbers of studies carried out in the

field of consumer behaviors and attitudes towards shopping online

particularly and generally on over the internet shopping

behavior. The diagram shown below shows factors that influence

customers to purchase online.

IDV

DV

Security

ConvenienceFeature or

Time

Attitude of consumertowards shopping online

Figure.1Research model diagram

Source: Designed by the researcher

The above developed model indicates connection between

independent variables and dependent variables. Attitudes of

consumers towards shopping online are recognized as DV (dependent

variables) while time saving, security, convenience and features

or website design are the IDV (independent variables) which are

perceived to be influencing customers to purchase online. The

study model designed served as foundation for this study and

assisted in empirical results analysis as well as interpretation.

Time

Related literature

A descriptive study in Tehran by Shahriar and Masoud (2010)

on intention to purchase over internet had some conclusions on

the topic. The conclusions were that intention to purchase online

was not influenced by perceived consumers’ benefits. In addition,

the study found that intention to shop online had positive

influence on attitude regarding shopping online in Iran. Their

last conclusion was that online shoppers have not experienced any

risk in online shopping.

Another study in New Zealand by Chen and Shergill (2005) on

attitudes of consumers towards shopping online had some relevant

conclusions for this research study. The study found out that

main reason by consumers not to shop over the internet was

security issues. Additionally, the study concluded that customers

who shop online were less contented with features.

A study of behaviors of undergraduate students towards

online shopping by Hooi-Choo, Osman and Yin-Fah (2010), concluded

that most students purchase cloths, books, computer hardware’s

and travel bookings online. It also revealed that purchase

perception and website quality had important correlation with

shopping online.

Attitudes of consumers towards shopping online in Jordan, a

study by Alsmadi (2002), concluded that online users’ security is

a significant factor that influences willingness of those who

shop online. The study also discovered that with higher income,

consumers have increased attitude regarding online shopping.

The last study reviewed by the researcher concerning online

shopping, was a descriptive study by Kesidou and Sarigiannidi

(2009) on consumer characteristics as well as their impact on

accepting over the internet shopping, with reference to different

types of product. The study found out that intention to shop

online was not influenced by privacy.

Basis behind the selection of theories

Choosing theories so as to support the study question is a

trivial and vital stage in writing thesis. After reading earlier

research papers and publications in the area of online shopping

and consumer behavior, researcher was guided to select some vital

theories which are discussed below.

The theory of purchasing behavior process by consumers

assisted in understanding deeply what influence customers to buy

online. After reviewing literature in online purchasing, the

researcher understood that consumers begin with some problem or

need that stimulate some needs the consumer must meet. Then

consumer proceeds to search information online before finally

making decision to purchase. This process of buying assists in

describing the stages consumers follow to buy.

Ajzen (2001) proposed TPB (Theory of Planned Behavior) as an

expansion to TRA (Theory of Reasoned Action). This is a

significant concept since it gives relationship between behavior

and attitudes. It assists in understanding how behavior of people

can be changed or altered. This theory was significant in

fathoming how consumer alters their behavior towards online

shopping than opting to buying physically from traditional store.

TAM (Technology Acceptance Model) was developed by Davis and

Bagozzi (Davis, 2009; Bagozzi and Warshaw, 2002) is a theory of

information system that was set to examine users’ acceptance

concerning particular system. Researcher chose this theory since

it is usually used theory as far as studying attitudes of

consumers towards shopping online is concerned, for instance,

features/ website design, security and convenience. And

technology acceptance model assisted researcher fathom how

attitudes are formed by consumers towards online shopping.

Lastly, this was an expansion of TRA (Theory of Reasoned Action)

(Ajzen and Fishbein, 2000; Fishbein and Ajzen, 2005).

Factors that influence consumer towards online shopping

Though many factors influencing consumers towards online

shopping exist, but as indicated earlier researcher chose four

major factors after reviewing literature about attitudes of

consumer towards shopping online. The referred factors are

discussed in light of reviewed literature.

Convenience

Convenience factor means it is simple or easy to search or

browse information online and purchase online than traditional

store shopping. Consumers can browse product catalog with ease

through online, unlike time wastage and difficulty experienced by

consumer when searching items or products manually in traditional

store. Convenience has constantly been a main factor influencing

consumers towards online shopping. According to Darian (2007)

online shoppers have many benefits regarding convenience, for

instance, flexibility, less effort, and consumption of less time.

In the opinion of Ghose and Bhatnagar (2004) convenience is the

most significant advantage for shopping online. In the opinion of

Riley, Wilsonz, Robinson and Rettie (2007) the main stimulus for

online shopping is convenience as consumers can purchase any time

as well as receive items at their door step.

According to Swaminathan and Rohm (2004) balanced buyers,

store oriented buyers, convenience shoppers, and variety seekers

are based on their predetermined shopping motivation. They found

out that variety seeking and convenience are main motivation

factors on customers towards online shopping; this was consistent

with Cude and Morganosky (2010) study findings. According to

study by Webcheck (2009) convenience as a factor is the main

merit of online purchasing. Consumers can compare prices with

ease through online shopping unlike traditional store purchase.

Therefore, comparison of price is another significant convenience

factor towards online shopping.

Time saving

Time savings factor is among the most factors influencing

online shopping. Searching catalog online can save patience and

time. Consumers can reduce effort and save time by online

shopping. In the opinion of Swaminathan and Rohn (2004), a

probable explanation that shopping online saves time when buying

goods is that it can totally eliminate time required for

travelling to visit traditional store. However, there is an

argument by some people that delivery of services and goods takes

time over the internet shopping.

Surprisingly, time saving according to Corbett (2001) is not

a factor that stimulates consumers towards online shopping since

delivery or receiving goods takes time. Though the factor of time

saving can be viewed in many dimensions, that is, consumers

staying in Florida are able to shop online at Harod with less

time compared to time taken to go to a local Burdines store (Alba

et al., 2007). Cude and Morganosky (2010) concluded that factor

of time saving was reported as the main reason among consumers

who had previously experienced shopping grocery online.

Therefore, the significance of time saving as a factor cannot

under any circumstance be ignored as a motivation regarding

online shopping. In addition, Bridges and Goldsmith (2010)

emphasized existence of discrimination between non online buyers

and online shopper; online buyers are more troubled concerning

convenience, selection and time saving while non online buyers

are troubled concerning privacy, delivery in time and security. A

study conducted by Salwani and Kamariah (2005) indicates that

higher quality of website can highly have influence on customers

towards online shopping.

Features/ website design

Website design as well as shopping online activity is an

important factor influencing shopping online. Website

reliability, website security or privacy, website consumer

service and website design are some of the features which have

influence on the consumers’ perception towards online shopping

(Shergill and Chen, 2005). According to Salwani and Kamariah

(2005) the higher the quality of website, the higher customer

intends to buy online. Quality of web design has significant

influence on consumer preference of electronic retails (Lai and

Liang, 2005). Website design is among the significant factors

stimulating consumers to shop online. According to a survey by

Reibstein (2010), almost 100000 of those who shop online rate

website design as significant factor for shopping online. Another

research done by Zhang et al. (2010), and Dran and Zhang (2010)

showed that features designed in website are significant and are

factors influencing dissatisfaction or satisfaction of consumers

regarding a particular website.

A study carried out by Nik and Yasmin (2010) indicates an

important relationship between website features and online

purchasing activity. Features of website design can be regarded

as stimulating factors that may create negative or positive

feelings concerning a website (Zhang et al., 2009). Website

designed with good features can direct consumers for a meaningful

transaction as well as attract consumers to return to the

website. However, website features with bad quality can interfere

with online shopping. In the opinion of Lai and Liang (2010),

website features or quality of web design has impact on online

shopper to purchase online.

Security

Security is equally important factor which affect attitudes

of customers towards online shopping. However, majority of

internet users keep away from online shopping due to fraud of

credit card, risk of non delivery, services of post purchase and

privacy factors. However, transaction security regarding online

buying has been given attention. Secured and safe transaction of

cash and information of credit card increases trust as well as

decreases risk in transaction. Italy has established Fraud free

online shopping and in the opinion of Ghose and Bhatnagar (2004)

security is an attribute which restrict online shopping since

they assert that many of online shoppers who dislike online

buying are more worried concerning security of sensitive

information in their possession. According to Gautam and Cuneyt

(2004) a trustworthy channel of shopping is a secured internet

with frequent buying due to advanced technology. Furthermore,

researchers like Hiller, Smith and Belanger (2002) concluded that

many users of internet have serious security concerns.

Online grocery buying

The internet gives consumers a new means for obtaining

important information as well as for purchasing services and

goods (Patrick, 2001). Technology and accessibility of internet

has led to creation of many opportunities for electronic business

ideas. Over the internet grocery buying is an example of

electronic business idea.

Online grocery buying is about making sales and technology,

as well as changing the economy, across and within geographical

areas, it is also about transforming old markets by developing

new ones (Patrick, 2001). Online grocery buying is purposefully

to develop and create new models, as well as to optimize the

associations between customers, partners, internal stakeholders

and suppliers with their grocery company (Ibid, p. 10).

Transformation from physically buying at supermarket to over the

internet grocery buying is both important to the online shoppers

and retailers. It improves retailer’s productivity as it shortens

chains of supply and allow on time service. Furthermore, online

grocery buying can make credit control efficient, empower and

better inform employees, make enterprise more alert to

alterations in market and facilitate effective recruitment

process (Corbett, 2001). Therefore, internet use drives other

alterations that optimize performance and processes of business.

In addition, over the internet grocery buying is significant for

competition since it empowers both company and online shoppers to

quickly and efficiently attain their goals.

Currently, online grocery buying is practiced and has been

integrated into doing business (Corbett, 2001). Therefore,

companies in the industry like groceries cannot assume its

impacts on consumers. Online grocery buying also provides

opportunity to reduce cost and increase efficiency. So as to

succeed with the idea, a whole plan should be considered. In the

plan, consumers, strategy, technology and process should be

considered.

Study gap and the research contribution in filling this gap

Even though internet is popular among the youth for getting

and collecting information, it is underused for online shopping.

This is probable due challenges of meeting costs for online

purchases of services and goods without credit card. To fill this

gap, researcher identified factors like income status, education

level, age and gender, that is, demographics of consumers to have

impacts on online shopping. By highlighting such barrier factors

of online shopping, the researcher provides evidence based

information to online sellers. The information provided can

enable online sellers and the government to develop best

strategies to promote online shopping.

While researchers have shown that online shopping is

currently the most preferred channel by many consumers not only

in Italy but also globally, no evidence or information exist on

how best to use internet as a channel of doing business. This

study discussed models which addresses how to fully exploit the

opportunity provided by the internet as a channel of shopping.

Global comparison reveals that online shoppers in the word

share similarities regarding sex, occupation, age, and salary

though relatively little consideration has been given to gender

as well as the manner in which internet can best give service to

customer of different gender. This study revealed that men are

the most internet user. Therefore, it lays foundation for future

studies to find out the reason behind this and how it can be used

to promote online shopping.

Summary of the chapter

This chapter reviewed literatures of earlier studies carried

out in the field of shopping online, in view of attitudes of

consumers towards shopping online as well as highlighting

research questions. The chapter described theoretical framework

in terms of online shopping, factors that influence consumers or

customers to purchase online. Literature of demographics of

online shoppers and models about internet use were discussed.

Last but not least, the chapter addressed research gaps and

research contribution in filling these gaps.

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Chapter three

3.0 Introduction

As a systematic procedure, research must be designed

carefully considering its academic acceptance. The process of

designing study is difficult since it entails many related steps

(Burrel and Morgan, 2009; Creswell, 2003; Crotty, 2008; Denzin

and Lincoln, 2010; Neuman, 2003; Sarantakos, 2005). Regrettably,

many scholars (Blaiki, 2010; Bogdan and Taylor, 2005; Rocco,

2003; Yin, 2003) show that researchers always demonstrate

inadequate knowledge of the necessity to give a rationale for the

chosen research design. Researchers tend to make simpler the

process of research by moving fast into explaining methodology of

the research, or research method disregarding discussion of the

philosophical foundations of research, that is, research

paradigm. Though, the philosophical foundation of research has a

basic role and establishes the entire research process. According

to Firestone (2010) assumptions of paradigm establish research

strategy; similarly Lincoln (2010) argues that paradigm adoption

literally allows every activity, even tangentially, related to

inquiry.

3.1 Research philosophy

Research philosophy can be defined as a belief concerning

the manner, in which a phenomenal data should be collected,

analyzed and utilized. In the opinion of Alony and Jones (2011)

what is considered to be fact in contrast to things assumed to be

real consist of different research approach philosophies. The

goal of science mainly is to transform phenomenon assumed into

known things. There are two research philosophies namely;

interprevitism and positivism.

3.1.1 Positivism

It is assumed in positivism, that truth is consistent and

also can be described and observed from objective position

without hampering with phenomena under study. Scholars argue that

the occurrence should be separated and that research observations

be repeatable (Shenton, 2004). This always entails reality

manipulation with disparities in just one independent variable in

order to identify regularities as well as develop interaction

amid a few of the fundamental world’s social elements.

Predictions may be developed with reference to the past explained

and observed realities as well as their interrelationships

(Austrian, 2010). According to Saunders et al (2003) positivism

is deeply entrenched in the society that facts claims not founded

in positivist idea are merely disregarded as scientific hence

invalid. Austrian (2010) also asserts that every empirical study

is positivist in their approach. Positivist, thus, has had good

connection with the natural and physical sciences. Though, much

debate has existed on issues about positivist paradigm of

research process as the most appropriate philosophy for social

sciences (Shenton, 2004). A number of authors have advocated for

extra pluralistic attitude regarding business research methods

(Saunder et al, 2003; Jones & Alony, 2011; Shenton, 2004). With

no more elaboration on the argument, it is relevant for this

study because it is a similar case that business deals with

peoples’ interaction hence is regarded as social science than

physical science. According to Alony and Jones (2011) problems

encountered in any research, like the apparent results

inconsistency, can be attributable to unsuitability of the

paradigm. Also, most reality variables might have been earlier

assumed not measurable in positivist paradigm, therefore, went

not researched (Saunders et at, 2003).

In this positivism approach, research in business/ online

shopping has to use logical reasoning via applying rules of

natural science. Therefore, the philosophy application means that

the only available means is deductive logic to assemble

meaningful research. For this research, researcher must identify

existing interaction and their nature as well as the effect of

such interaction on the environment of research. For that reason,

positivism was unsuitable for this study.

3.1.2 Interprevitism

Interprevitism assert that merely via the subjective

intervention and interpretation in truth can that truth be

completely understood. According to Saunders et al (2003) in

interpretivist philosophy it is significant to study a phenomenon

in its natural environment, and the recognition that scientists

are unable to avoid affecting such phenomenon they study.

Researchers acknowledge that reality may have numerous meaning,

although they assume that the referred many meanings of reality

are a section of scientific fact being pursued (Shenton, 2004).

This study employed interpretivism philosophy. For this

approach of interpretivism, environment is viewed by researcher

as subjective to honestly approach and do interpretation within

interpretivism and never from external or out of interpretivism.

This interpretivism philosophy needs researcher to gather data

and facts that describe objective and openly observable human

behavior aspects, as well as give explanation the action has for

people themselves (Shenton, 2004). In the opinion of Shenton

(2004) facts in this philosophy apply social construction,

considering social factors like norms and culture that can have

influence on the study. The main aim of this study is to find out

factors that influence customers of GrunGusto supermarket to

purchase online. In addition, the study aimed to examine

demography of online shoppers concerning their gender, education,

age, and income; hence the researcher becomes part and parcel of

research environment. Thus, interpretivism philosophy was

selected as the most suitable for this study.

3.2 Research approach

3.2.1 Inductive approach

In general, two main research approaches exist which can be

adopted in studies. They are deductive and inductive approaches

(Churchill, 2009). The deductive approach entails using extra

common conclusions to obtain particular facts which can sometimes

be referred as top to down approach (Creswell, 2003) and is

usually consistent with developing and testing hypotheses through

research. However, inductive approach entails using definite

observations in making theories or broader generalization

sometimes referred as an approach of bottom up, i.e. gathering

data for building up the theories. For this reason, induction

needs conclusion derived from the earlier experiences. Therefore,

this study employed inductive approach where definite data was

gathered before valid conclusions were made from the results of

analyzed raw data.

One merit of adopting inductive approach for this research

study was because it allows coverage of every angle by researcher

with consideration to deeply understand structure of the study

problem being examined. According to Churchill (2009) inductive

approach in research is similar to deductive approach that

focuses on identifying the important concealed structure of study

problem as well as explaining alternatives. Besides, continuous

movement connecting data generation, gathering and analysis were

similar to deductive approach.

This research study used inductive approach and was

dissimilar to deductive approach since theory was first adopted

to guide study question development though the initiative was not

meant to test the theory as in deductive approach. The aim of

getting data in the study was to allow development of theoretical

ideas from gathered data. Even though deductive research is

always associated with theory and hypothesis guiding the data

gathering, inductive research is normally associated with the

data guiding theory development. The inductive approach outcomes

are theory which arises from data. The main point in inductive

research is defining data via seeking recurring patterns, topics

and themes in data by examining data properties and general

features. Then, theory developed to explain the study findings.

In the opinion of Dillman (2005), research inductive

approach is significant because it allows researcher carry out

detailed studies and data collection is not reliant on

predetermined groups. Shaver, Wrightsman and Robinson (2001)

state that inductive research approach allows test of existing

theoretical framework and allow in depth study of issues.

3.2.2 Quantitative and Qualitative approaches

This study adopted descriptive research to examine attitudes

and behavior of consumers towards online grocery shopping since

researcher needed to reveal factors influencing online shoppers.

Usually two research methods are used, that is, qualitative and

quantitative. The researcher used quantitative method in this

study because of its precision. Creswell (2004) state that time

is significant attribute for making any decision while choosing

research method. According to Lewis, Thornhil and Saunders (2010)

quantitative research may be more rapid unlike qualitative

research because it is probable to estimate the study duration,

while qualitative research can take relatively long time.

Research projects usually conducted for academic purposes are

restricted to time, so is this study, conducted for academic

reasons must prefer and adopt quantitative approach.

3.3 Research strategy

According to Thornhill, Saunders and Lewis (2003) research

strategy is generic plan that guides researchers to get research

objectives as well as give answers to the formulated research

question. The main research strategy in this study was

quantitative in nature.

3.4 Data collection methods and instruments

There are many instruments of data collection which are

appropriate for research studies. However, all the instruments of

data collection have limitations and constraints. There are also

two methods of data collection researchers use for data

collection; namely, secondary and primary method. Primary data

collection method includes case study, projective technique,

questionnaire or interview, and sociometery. While secondary data

refers to already collected data by other researchers, but not

for purposes of a specific research or study.

This research study used primary data gathering technique.

Questionnaires were given to customers or consumers to collect

data so as to determine factors influencing them to shop online.

This study covered GrunGusto supermarket customers who had

experience in retailing online, specifically online grocery

retailing and supermarket consumers who have no experience in

online grocery shopping. Therefore, researcher felt it was easy

to distribute questionnaires to respondents and thereafter

analyze the state of affairs. Respondents of this research were

geographically spread and according to Kumar (2009) the adoption

of questionnaire as a method of data collection is the best

option to collect data if study respondents are scattered.

3.5 Sampling

There are only two sampling technique frequently used by

researchers namely, non probability and probability sampling.

Probability sampling has nonzero equal probability for any person

to be selected (Bryman and Bell, 2007). Probability sampling is

categorized into four types (Bryman and Bell, 2007) namely,

stratified random, multistage cluster, simple random and

systematic sampling. While non probability has no random type of

sampling. According to Bell and Bryman (2007) three categories of

non probability exist. These are snowball, quota and convenience

sampling. In the opinion of Bell and Bryman (2007) the most

available sampling method to researchers is convenient sampling

because of its accessibility goodness. The challenging component

of this category of non probability according to Bell and Bryman

(2007), is impracticability to make general the findings though

all together in their opinion convenience sampling has more

remarkable function than supposed. This technique of sampling is

more of worth compared to technique of sample founded on

probability sampling. Considering time limitations, populations

and resources researcher adopted convenience sampling so as to

gather empirical material. Since resources and time constraints

were anticipated by researcher, it was vital to employ

convenience sampling, because it was appropriate for research

aims as online shoppers of GrunGusto supermarket in Naples, Italy

were unknown and also obtaining list of those who shop online

from administration of GrunGusto supermarket was difficult.

Therefore, random sample was not drawn. The questionnaires were

distributed to respondents by the researcher in person to gather

data in time as well as to evade low response, since a response

rate of 100% was expected.

3.6 Sample design

As Kent (2007) state in a particular study, procedure which

is being pursued for choosing a unit of sample is referred as

sample design. For this study, the process pursued by the

researcher to choose a unit of sample is mixed procedure. Mixed

procedure means distribution of survey online and physically to

those who shop online. The population chosen by the researcher

for this research is largely University students, as well as the

general public considered customers of GrunGusto supermarket in

Naples, Italy. As indicated in the above paragraph researcher

chose convenience sampling, so sample was designed by approaching

University students through online survey as well as distribution

of questionnaire both to general public and students considered

customers of the supermarket. The logic of adopting mixed

procedure was to gather empirical data on time and conveniently,

since resources and time are considered by the researcher in all

stages of this dissertation.

3.7 Sample size

The research population was GrunGusto supermarket customers

who had experience in retailing online, specifically online

grocery retailing and the supermarket consumers who have no

experience in online grocery shopping. Putting into consideration

resources and time limitation researcher took 100 supermarket

customers as a sample. Questionnaires were administered

physically and online to respondents. To minimize sampling error

respondents were given adequate time to fill in questionnaire. To

minimize ambiguity risk, questionnaire was written in simple

words.

3.8 Reliability and Validity

The research questions given for the study helped in proving

the research validity. Validity can be said to exist only if

statements developed in real situations measure exactly what was

intended to be measured (Fisher, 2007). Since most research

questions by researchers are drawn from earlier literature

conducted in the field of customers’ attitude on shopping online

which confirms the validity. Questionnaire was directly connected

with the questions of research since section one dealt with

factors influencing online shoppers.

The questionnaire was developed in such a manner that it did

not confuse respondents, since sensitive issues in nature like

age and income were asked in the last sections of the

questionnaire to minimize termination of the survey by

respondent. It is vital to note that, questionnaires were not

administered in a specific place or setting so as to obtain

diversified population coming from varied demography.

3.9 Data analysis

Data analysis is the process of bringing structure, order

and meaning to large amount of gathered data (De Vos, 2009). The

data collected by questionnaires were analyzed by SPSS software

(Statistical Package for the Social Sciences). For descriptive

statistics, measures of central tendencies were presented by

means, standard deviation, median, mode, and variance. Tables of

frequencies showed distributions as well as biographical

variables. Inferential statistics were made by Chi-square tests

performed for nominal data.

3.10 Ethics

In the context of an inquiry, ethics refers to suitability

of an individual behavior in relation to the rights of people who

are subject of that investigation, or those affected by the

inquiry (Saunders, Lewis & Thornhill, 2008). The listed ethics

was considered by researcher in this endeavor: Informed consent

by respondents was sought and it refers to giving respondents

option of freely being involved in the study. Furthermore, study

participants were informed earlier about the nature of this

research. Privacy right, which involves both quality and

character of respondents’ presentation, was kept strictly

confidential. Researcher being honest with colleagues by

reporting study results in a truthful and comprehensive manner,

without intentionally misleading the public or wrongly

interpreting results. Finally, anonymity, it is only good

research practice that give anonymity, this made respondents to

give open responses.

3.11 Chapter summary

The chapter justified and reviewed the selection of study

design, research paradigm, and study methodology as well as

research method. Reason for investigating factors influencing

attitudes and behaviors of online shoppers in Italy within

interpretive research approach, applying constructivist ontology,

adoption of subjective epistemology, as well as quantitative

methodology was discussed in details. How to make operational the

study design was also explained. The data collection method and

data analysis method used are discussed from a theoretical

perspective. To develop the research quality, the chapter

presented ethical considerations and trust worthiness principles

that were kept throughout the study process by the researcher.

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