MKTG1047: Market Research

2019
Lecturer: Seow Wah Sheh
LF02 - Group 9

Group Members

Student Name RMIT Student Number

Wong Hui Ying, Jessica S3809721

Dai Minzhen Cecilia S3771891

Lilyn Low S3809174

Razinah binte Rafik Ahmad S3772560

Cherlyn Sey Toh S3772625

Ong Yan Fang, Amelia S3745244

Table of Contents
Executive Summary 3

1. Introduction and Background 4

2. Secondary Research/Literature Review 5

2.1. Research Gap 5
3.1. Research Problem 6
3.2. Research Objectives 6
3.3 Research Design: 6

4. Methodology 6
4.1. Research Method 6
4.2. Instrument Development 7
4.3. Sampling 8
4.4. Fieldwork 9
4.5. Data Analysis Method 9

5. Results, Discussion & Implications 9

5.1. Demographic Question Results 9
5.2. Results (Cross Tabulation & Hypothesis Presentation) 12
5.2.1. Descriptive Data Analysis: Cross-Tabulation 12
5.2.2. Tabulation or Frequency Distribution 14
5.2.3 Mean and Standard Deviation 16
5.3 Inferential Analysis 17
5.3.1 Test of Differences 17
5.3.2 Test of Association - Pearson 18

6. Discussion and Implications 19

7. Limitations 20

7.1. Sample Bias 20

7.2. Low Interaction 20
7.3. Respondent Error 21
7.4 Sampling Error 21

8. Conclusion 22
8.1 Future Research (for academic) 22

9. Appendix 23

10. Reference List 28

Executive Summary

Exclusive Inc. - a well-known local clothing and accessories firm, has engaged our team to
conduct market research on consumer shopping behaviour online and in-store. This study
will address the overall market research process and our findings to assist Exclusive Inc. in
developing suitable marketing strategies.

We performed an online survey to gather data from a sample size of 120 respondents, as
well as secondary research to support our findings. Our target populations are tech-savvy
Millennials and Generation Z, aged between 21 to 30. The data collected was analysed
using Microsoft Excel and SPSS to gain a deeper understanding of consumer behaviours.

Key findings that our research has discovered, indicates that Singaporean consumers enjoy
shopping on both online and in-store channels.

Thus, Exclusive Inc. should take the findings into consideration that were provided and
develop effective marketing strategies that focus on the integration of online and in-store
shopping.

The following findings revealed through this research are:

1. In-store shopping is more favourable as compared to online

2. The ability to shop 24/7 are more relevant towards the male
3. Males are more likely to shop and purchase fashion and accessories online as
compared to females, who prefer in-stores
4. The idea of integrating online and offline services is feasible
1. Introduction and Background
Exclusive Inc. is an established local clothing and accessories company selling both male
and female apparel. They have engaged our team to help conduct market research to
determine if the shopping behaviours of consumers differ between shopping online verses
in-store brick and mortar stores.

In 2018, 95% of the age group between 24 - 35 in Singapore does online shopping (Online
Shoppers, 2019) as compared to the previous year 2017 which comprises only 91% of the
same age group. This can be seen as a constantly increasing trend for online shopping.
Singapore's retail sales decreased by 8.9% in June 2019 in comparison of year by year
analysis of retail sales while for the year of 2018 there was a smaller decreasing rate of
2.2% (Singapore Retail Sales, 2019). However, there is still a community of shoppers who
prefer shopping at a retail store for the experience where they can view and try out products
before making a purchase (Susan Ward, 2019).

Shopping online has seen a steady increase in its popularity, growth and market size.
Exclusive Inc. has been manufacturing and sourcing its fabrics since its early days and
eventually, they had come up with their style. Since then, many Singaporean consumers
have become brand loyal and eagerly waits for their seasonal apparel launches.

However, when compared to brands like Zalora, they are still trailing behind in terms of
market share. Exclusive Inc. is looking to further expand its growth and establish itself as the
leading clothing and accessories brand in the minds of Singaporean consumers.

Through this research, Exclusive Inc. will then be able to gain a better understanding of the
likeness of consumers shopping online vs. offline brick and mortar stores and how it
can develop its future distribution and retailing strategy.
2. Secondary Research/Literature Review

A comprehensive literature review has been conducted to gain a deeper understanding of

online and in-store consumer experience and the variables that affected them. This review
clarifies consumers’ online and in-store shopping behaviour with regards to the buying
decision process.

In a survey conducted in Malaysia, a model was created to identify the influence of real
value, real risk, and enjoyment when consumers conduct online shopping. The study found
that consumers who shop online have a perception about the involvement of risk in online
shopping which is mostly related to security and privacy. They are also concerned with the
transaction process, quality of product and uncertainty when it comes to whether the product
will be delivered (Suki, 2019).

In an empirical study in Finland, it was discovered that online consumers choose to stop the
purchase process just before the payment. Online shopping faces security and
confidentiality issues, which affected the way consumers select their purchasing channels.
The findings show that constancy, trustworthiness, and credibility, as well as the ease of
using the platforms, are essential to capture consumers’ loyalty towards the brand
(Jarvelainen, 2019).

As per the survey exploring customer satisfaction through the factors of the Customer
Satisfaction model (ACSI) did by (Hult, et al., 2019), the results were that consumers, in
general, have higher customer satisfaction offline due to the quality of purchasing
experience and their expectations. However, with regards to online channels, it was also
found out that customer satisfaction and loyalty have a direct relation, whereby an
unsatisfied customer could easily switch brands overnight due to unsatisfied experience with
the brand online.
2.1. Research Gap
As the world is constantly evolving and societal demands and expectations are constantly
changing, businesses have continually look for ways to enhance and improve their strategy
to target millennials and Generation Z. It is evident that Millennials and Generation Z prefer
having both shopping channels. (Lung.L, 2019). However, due to the age gap between the 2
generations, there bound to have varying needs as they age (Lung.L, 2019; Lissitsa and Kol,
2016). Moreover, certain information may lack validity, or the data may not be consistent
with the research objectives.

Under such circumstances, the secondary research conducted is insufficient in obtaining

conclusive evidence. Subsequent research must be done so that a concrete conclusion can
be drawn to address the research problem.

3. Problem Statement
To understand if there are differences in consumer’s behaviour between channels - online or
offline. Whether it is advised for businesses to integrate both channels - omnichannel to
maximise revenue earned from consumers.

3.1. Research Problem

The research problem is to identify consumer’s preferences between both online and in-
store shopping medium and the consumer characteristics to further facilitate our marketing
strategy.

3.2. Research Objectives

1. To identify the differences in consumers’ perceptions between the two distribution
channels.

2. To determine the purchase likelihood and shopping behaviours of consumers for the
two distribution channels.

3. To identify what influences their purchase decisions for the two distribution channels.
3.3 Research Design:
A comprehensive research design will allow for awareness of what is the issue and solution
to solve the problem. By gathering unbiased and neutral responses from respondents
through a survey could allow for a better understanding and know what factors could
influence the buying behaviour of the respondent from purchasing in-store or online.
Furthermore, the survey would conduct a qualitative research design so that we could obtain
data where the respondent had experienced a similar issue or problem.

4. Methodology

4.1. Research Method

We will be using an online survey to collect quantitative primary data (Carbonaro, M., &
Bainbridge, J. 2000). As we are targeting Millennials and Gen Z, who are mostly tech-savvy.
Therefore, effective in reaching out to these individuals. Respondents will fill up the
structured questionnaires that are disseminated through various online social networks.

An internet survey is chosen due to the following benefits. Firstly, it is more affordable to
conduct as compared to an in-depth interview or focus group. Secondly, the speed of
distribution is high allowing us to reach our target audience even from a geographically
dispersed area. Thirdly, it allows us to reach a broader range of targeted audience rather
than just the people around us. With that, it reduces bias error and social desirability biases
as surveyors are anonymous. Lastly, there is no interviewer required hence eliminating the
probability of respondents being influenced or misled.

4.2. Instrument Development

When designing an Internet survey, it is essential to ensure that the questionnaire is clear-
cut and user-friendly. Enabling respondents to complete the questionnaire with ease. We
applied structured questions to our quantitative research approach. For instance, we used
checkboxes to limit the range of answers from respondents.

Filter questions were implemented to determine if respondents are aged 21-30 and if they
have shopped online. Thus, allowing us to isolate respondents who do not fall within our
sampling frame. In addition, the Likert scale was also cast as a means of measurement for
our respondents’ attitude - allowing us to better understand the importance of the subject
matter to them.

A pre-test survey is administered amongst a small sample of respondents, to measure how

much time it takes to complete and analyse the clarity of the questionnaire and the possibility
of obstacles such as technical difficulties that may arise (Hilton, Charlotte 2015). Then
finally, do the necessary revision of the questionnaire. The concluded and finalised survey
questionnaire can be found in the Appendix.

Section Questions Sources of

Questions

Research To understand consumer’s preferred shopping

Objective 1 channel that would entice for their purchase
behaviour. Lung.L, 2019;
● What method of shopping do you use when Mangold and
shopping for clothing? Smith, 2012
● Why do you choose to shop online? OR Why
do you choose to shop in-store?
● Which method of shopping do you prefer?

Research To learn the frequency of purchase and identifying the

Objective 2 reason for purchase.
● How often do you shop for clothing and Saleh, K., 2019
accessories online?
● How often do you shop for clothing and
accessories in-stores?

Research To evaluate customer satisfaction and loyalty

Objective 3 between the two-distribution channel and the
following attributes that contribute to it. Hult, et al.,
● Perceived value and quality (quality of product 2019
and services)
● Customer complaint
● Customer loyalty

Demographic To gather respondent’s demographic for data analysis

Data purposes. Downtown
 ● What is your gender? Market
● What is your occupation? Analysis., 2019
● What is your monthly income?

4.3. Sampling

4.4. Fieldwork

The survey was created using Google Forms, it comprises of 25 questions aimed to target
the Millennials and Generation Z group. The survey was conducted over a span of 2 weeks
from 1 September 2019 to 15 September 2019. We have received 120 responses out of our
intended target of 120. With the target group being the millennials and Generation Z, the
survey was posted on social media platforms for a more convenient data collection process.
4.5. Data Analysis Method

We have designed our questionnaire using nominal, ordinal and scale measurement scales.
The data was then further processed using IBM SPSS software and Excel to identify the
relationship between the variables.

The combination of SPSS and Excel functions such as cross-tabulation, independent sample
T-test, paired-sample T-test, and frequency tables are utilised to obtain the descriptive and
inferential analysis. The results will be further elaborated in the report.

5. Results, Discussion & Implications

5.1. Demographic Question Results

Figure 1: Age of respondent

Figure 1 shows the age demographics of the sample. This question acts as the filter
question to sieve out our target group of Millennials and Generation Z. Out of 145
respondents, only 120 respondents met our target group criteria.
 Figure 2: Gender ratio

Figure 2 illustrates the percentage of male and female who are doing online and offline
shopping. Out of 120 respondents, 52.1% are females and the remaining are males 47.9%.

Figure 3: Qualification of respondents

Figure 3 shows the occupation of the respondent. The majority of the respondents are
students, constituting 79.3% of the sample. While the remaining minority 20.7% includes
Occupation is a major factor for understanding consumers’ shopping behaviour as it affects
the spending power of each individual.
As random sampling was conducted, we do not have control over those who does shopping
online who did the survey. As such, these questions act as our filter questions to sieve out
respondents who does shops online.

Figure 4: Income level

Figure 4 shows the income of the respondents. With reference to the previous occupation
finding, students generally earn between $0-$3000. The buying tendency of an individual is
directly proportional to the income/earnings per month. Individuals with high income would
buy expensive and premium products as compared to individuals from middle- and lower-
income groups who would spend mostly on necessary items. The graph gives a clear-cut
idea about the inter-relationship between income and buying behaviour.
 Figure 5: Online or in-store shopping preference

Figure 5 depicts that 55.4% of respondents preferred to shop online for fashion apparel and
accessories as compared to 44.6% of respondents that prefer in-store.

Figure 6: Online and in-store shopping experience

Figure 6 shows 94.5% of the respondents had experience in shopping online and or in-store
to shop for clothing and accessories. A minimal percentage of 5.5% of respondents have yet
to experience either platform.
5.2. Results (Cross Tabulation & Hypothesis Presentation)

5.2.1. Descriptive Data Analysis: Cross-Tabulation

Descriptive Statistics

Figure 5.2.1.1: What is your gender?

Figure 5.2.1.2: What is your age?

Based on Figure 5.2.2, we can conclude that there is an even distribution between both age
and gender, we conduct our discussion based on these 2 factors.
 Figure 5.2.1.3: Frequency of in-store purchase

Figure 5.2.1.3: Frequency of online purchases

The figure is observed that both online and in-store channels are used frequently. However,
in-stores shopping might be more favourable than online.

Does the ability of 24/7 shopping increase your desire to shop?

Figure 5.2.1.4: Evaluating purchase likelihood from shopping 24/7

79% of the respondents agree that the ability to shop online increase the likelihood to shop

5.2.2. Tabulation or Frequency Distribution

Figure 5.2.2.1: Cross-tabulation between gender and frequency for in-store shopping

There was a total of 120 respondents in the study. Based on Figure 1, 46 out of 85
respondents were female and shops 1-2 times a week for clothing and accessories in-stores.
It is identified that the number of females who shop in-store is significantly higher than in
males. This can be explained that females are keener to shop in-stores due to the tangibles
such as the trialability and instant gratification.

Figure 5.2.2.2: Cross-tabulation between gender and frequency for online shopping
 Figure 5.2.2.3: Cross-tabulation between gender and 24/7 shopping likelihood

5.2.3 Mean and Standard Deviation

Figure 5.2.3.1: Integrating in-store and online services

How much do you agree or disagree with the following statements:

Ease of integrating online services and offline services (e.g.

reserving clothes online and in-store) allows me to further
commit to my purchases.
 Code in SPSS

1 = Strongly Disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly Agree

Figure 5.2.3.2: Standard deviation of ease of integrating online and in-store services

The mean value of 3.85 of respondents more likely to agree that the “ease of integrating
online services and offline service” would help encourage the respondent to further commit
to their purchases. With 64 respondents voted “4-Agree” and 28 respondents voted “3-
Neutral”. The standard deviation is 0.774 it is lower than mean, hence, it is almost around
the mean value and is reliable.
5.3 Inferential Analysis

5.3.1 Test of Differences

Independent T-test

Figure 5.3.1.1: Independent T-test for gender and ease of integrating online and in-store

Figure 5.3.1.2: Independent T-test for gender and ease of integrating online and in-store

Figure 5.3.1.1 and 5.3.1.2 has a p-value of 0.284 is smaller than 0.05, we know that the
mean for ease of integrating online service or offline services between Females is 3.78,
while for male mean value is 3.93. Thus, we reject the null hypothesis and accept the
alternative hypothesis.

Male (3.93) opinion towards ease of integrating online service or offline is higher on a 5-point
scale, as compared to females (3.78). The value of t (118) = -1.075 p < 0.05.
5.3.2 Test of Association - Pearson

Figure 5.3.1.3: Pearson test of association for correlation

Since the p-value is 0.030 is smaller than 0.05, the mean preferred given for customer
service and perceived quality and expectation were significantly correlated. The Pearson
correlation is -0.199, which means the association is a negative one (as opposed to a
positive one). There was a weak to none negative correlation between the preference of
quality and customer service.

6. Discussion and Implications

From Figure 5.2.1.1 and Figure 5.2.1.2, we observed that our respondents are evenly split
into male and female. This ensures that there is no biasness with regards to gender. A large
percentage of the respondents are students, falling between 21 to 25 years of age. Shown in
Figure 5, we observed that the preference for online and in-store shopping is evenly
distributed. Therefore, we conclude that this could have resulted in the large preference of
omnichannel shopping behaviour based on our questionnaire.
Factor that Influence Online and Offline Purchasing (24/7)

The factor that influences a customer to purchase from online and offline stores is that offline
stores have the option of having unlimited time to purchase the item. The survey collected in
Figure 5.2.1.4 shows that 79% of the respondents agree that the ability to shop online with
the function of having 24/7, increases the likelihood for them to shop online. This technology
allows customers to have the convenience factor and re-shaping the way people shop.

Customer Service vs Perceived Quality vs Expectations between the two distribution

channels

Based on the findings from Figure 5.3.1.3, the customer quality is independent of each other
and both are equally important for both genders in determining to purchase online or in-
store. Customer service does not have a direct effect on the quality of the product.

When customers are satisfied with the product, this would meet or exceed their expectations
and would increase their rate of reliability towards the product leading to customer loyalty.
This will encourage repeat customers, and bring in more sales, and overall better cash flow.

With the assured quality of products, businesses reduce the risk of customer loss. Gaining
accreditation and recognition, consumers are more inclined to make repeated purchases.

Furthermore, Retail is in a competitive edge, when there is an integration of online and brick
and mortar stores. This would allow customers to have more options to experience a
seamless experience. Thus, customer service would allow establishing a good relationship
with the customer which is very important for the customer retention rate.

Hence, since both factors are independent. Customers’ loyalty and satisfaction will not be
affected by each variable dependently. However, when all variables exist, it will further
enhance their shopping experience and further, evoke a positive feeling towards the brand.
7. Limitations

7.1. Sample Bias

Sample bias may occur as a result of the difference in the occupation of our sample. The
difference in income for different occupations may affect their disposable income to spend
on purchases. The data demographics show a high proportion of students, with a low
income as compared to the rest of the sample. A higher income may result in higher
spending or their shopping purchase behaviour and vice versa. Thus, the inconsistent data
will result in inaccuracy in our findings. To minimize this risk, stratified random sampling can
be used instead. This method allows for an accurate representative sample, resulting in an
equal proportion of all income groups.

7.2. Low Interaction

Since the survey was collected through online platforms, there was a lack of face-to-face
interaction between the respondents and the interviewer. The lack of open-ended questions
means the interviewer cannot probe deeper questions resulting in a lack of depth in the
topic. A multiple-choice question survey will pose limitations to the credibility of the
respondents’ choices, they may choose a random answer due to the time constraint, etc. As
such, interviews and focus groups will be a better data collection method to gain a deeper
understanding of respondents' choices.

7.3. Respondent Error

A respondent error may occur when there is deliberate falsification whereby there is a need
to share personal information such as age and income level. The respondent might feel
uncomfortable in providing their real identity for the demographic section.

Furthermore, the survey provided to the respondents requires some time to read and fill up
and they might get lazy in completing the survey. Hence, the survey collected might have
some respondents not taking it seriously, ending with them agreeing with all the questions in
positive connotation to complete the survey quickly, and as a result leading to acquiescence
bias.
Lastly, there might also be cases of auspices bias because respondents may not treat the
survey earnestly or might try to help support our research objective due to it being a school
project, and they might treat it less important and answer the survey questions insincerely.

7.4 Sampling Error

Random sampling error may occur as we have collected 145 respondents and it is
impractical to survey the entire population due to statistical fluctuation that may occur from
chance variation. With the sample size of 145, this may not be the entire representative of
millennials in Singapore.

With 145 respondents collected from the survey, the result is only an estimated value that
implies to the millennials in Singapore and not the actual values that are representing the
whole of millennials of Singapore.

8. Conclusion

8.1 Future Research

Despite attempts to confirm that the findings of this research are both trustworthy and
effective, several limitations lie. From the start, this survey had a small sample size of only
120. The view of 120 respondents cannot represent the opinions of all online and in-store
shoppers. As with any study, this study has some drawbacks as the sample chosen was
limited to Millennials and Generation Z. Thus, future research is suggested to include
different demographics and larger sample size to understand the shopping behaviour of
consumers.

As technology evolved over time, yesterday’s data may not be relevant in today's context.
Consumers’ experience and perceptions of online shopping convenience will also change
over the years. As such, it is recommended that future research employ a longitudinal
research method.
8.2 Application/Implementation

Future research can help develop effective strategies, targeting different types of consumers
to help retailers retain and attract customers. Retailers are recommended to look for ways
such as having omnichannel that provides multiple options and create a seamless
experience so that they could reach out to both online and brick and mortar potential
customers.

In addition, employers are recommended to implement customer service training which in-
turn increases consumer’s brand loyalty and brand satisfaction. It is recommended to adopt
customer service tools to help manage customer interactions, measure performance, and
identify areas for improvement. Adding on, product quality that matches customer
expectations also further allows the consumer to increase constant dedication towards a
brand.

Through our market research, we were able to obtain findings that fulfil our research
objectives.

1. To identify the differences in consumers’ perceptions between the two distribution

channels (online versus in-store)
2. To determine the purchase likelihood and shopping behaviours of consumers for the
two distribution channels.
3. To identify what influences their purchase decisions for the two distribution channels.
9. Appendix

Research Objective 1:
To identify the differences in consumers’ perceptions between the two distribution
channels (online versus in-store). And the use of 2 distribution channels cohesively

1. Do you prefer to shop for clothing A. Online (Proceed to qn 2)

and accessories online or in-store? B. In-store (Proceed to qn 3)

2. Why do you choose to shop ❏ Ease of purchase process

online? [multiple choice] Proceed to ❏ Delivery/Courier options
qn 4 ❏ Saves time
❏ Affordability
❏ Variety of options
❏ No interaction with salesperson
❏ Post purchase services
❏ Availability of information online to compare
❏ Convenience of looking for something specific
❏ Others: ___________

3. Why do you choose to shop in- ❏ Trialability of products

store? Proceed to qn 5 ❏ Touch and feel the material
❏ Shopping experience
❏ Earning loyalty points with merchants or
malls
❏ Personal interaction with sales personnel
❏ Enjoy the shopping experience
❏ Enjoy the feel of carrying multiple shopping
bags
❏ Need product/services urgently
❏ Others:____________

4. What do you think of in-store ❏ Well trained salesperson

shopping? (Respondents from qn 2, ❏ Safer payment
Proceed to qn 7) ❏ Curated selection of products
❏ Fuss-free return process
❏ No waiting time
❏ Able to check on quality
 ❏ Take advantage of in-store promotions

5. What do you think of online ❏ Hassle-free payment options (Paypal)

shopping? (Respondents from qn 3, ❏ No queue, no waiting-in-line
Proceed to qn 8) ❏ Easy price/ brand comparison
❏ Able to check reviews before purchase
❏ Convenient

6. What prevents you from shopping ❏ Security issues (credit card fraud etc.)
online? (follow up from ) ❏ Privacy (breach of personal information)
❏ Not tech-savvy
❏ Product don’t fit description
❏ Damaged/ faulty goods
❏ Long shipping time
❏ Reputation of the online site

Others, please specify: ________________

7. What are the limitations that ❏ Time consuming

prevent you from shopping in-store? ❏ Crowd
(follow up from qn2) ❏ Limited payment options (Alipay/ Apple Pay/
Paypal)
❏ Limited variety of products
❏ Inconvenient (e.g. restricted to operating
hours, payment process)

Others, please specify: ________________

Research Objectives 2:
To determine the purchase likelihood and shopping behaviours of consumers for the
two distribution channels.

8. (To find out the frequency of a. Never

purchase) b. 1-2 times a week
a. How often do you shop for c. 3-4 times a week
clothing and accessories d. 5-6 times a week
online? e. > than 7 times a week
b. How often do you shop for
clothing and accessories in-
 stores?

*both distribution channels

9. Does the ability to shop 24/7 ❏ Yes

increase your desire to shop? ❏ No

*specific to e-commerce

Additional Qn: ❏ Freebies

❏ Loyalty programme
What are the incentives that might ❏ Price reduction i.e. discounts, card rebates,
entice you to purchase? “buy-one-get-one”
❏ Personalisation
*specific to e-commerce ❏ Extended warranties

Others, please specify: ________________

For in store purchase

10. What are the factors that a. Product placement

encourages your in-store purchase? b. Service and knowledge of sales personnel
c. In-store promotions
d. Online marketing activities
e. Online catalog
f. Others: ______________________

11. Recalling your recent in-store a) Yes (if yes, proceed to qn12)
shopping experience, have you b) No
encountered a bad experience with a
retail store

12. How do you think your in store ❏ Retail assistant to be professionally trained
shopping experience can be ❏ Personal Shopper
enhanced? ❏ Value added services (e.g. customisation)
❏ Accessibility of location
❏ Ambience of store
❏ Display racks is aesthetically pleasing
❏ Wide variety of payment options

For questions relating to online purchases (if applicable)

13. Recalling your past online c) Yes (if yes proceed to qn 14)
shopping experience, have you d) No
encountered any bad experience(s)?

14. How do you think your online ● Mobile application

shopping experience can be ● In-store collection
enhanced? ● Tracking of order with one click (via email,
in case of delay etc.)
● Secured checkout (Scam and fraud)
● Efficient customer service
● Discounts
● Exchange and refund policy up to 30 days
● Others: _______

15. Does a brand having an app ● Yes

increases the possibility of you ● No
shopping online for fashion
apparels/accessories? If yes/no,
why?

Follow up to qn15: ● Virtual assisted fit

What do you hope to see from the ● Live chat
mobile application ● Fashion Editorial/Lookbook
● Lifestyle/fashion related blog post tab
● E-wallet payment (Apple pay, Samsung
Pay)
● Seamless user experience (usability and
navigating around the app
● Reviews/rating
● Community tab
● Being able to integrate with offline/online
channels (e.g. scanning of membership,
checking quantity)

Additional question: For omnichannel

16. How much do you agree with the A. Shipping costs are my biggest concern as
following statements? (On a scale, compared to other factors (e.g.
strongly agree to strongly disagree) Price/ratings/reviews)
B. I will visit the offline channel site if I cannot
 find the product information online
C. Online exclusives or offline promotions are
triggers to my purchases
D. Availability of my information both offline
and online encourages me to take both
channels into consideration when
purchasing (e.g. loyalty points)
E. The ease of being able to reserve online
and try out clothes in store allows me to
commit to my purchase further
F. E-receipts are a good way to track and
retrieve my purchases

Research Objective 3 : Evaluate customer satisfaction and loyalty between the two
distribution channels and the factors that contribute to it.

17. Rank the following attributes in Online

order based on its importance to you 1. Price and quality
when online shopping. 2. Courier methods
3. Reviews/ratings
4. Customer Service
5. Exchange and return policy

17a. Rank the following attributes that Offline

is in order of their relative importance 1. Price and quality
to you, which contributes to your 2. Convenience of location
satisfaction towards in -store 3. Service and professionalism of sales
shopping personnel
4. Atmosphere and Cleanliness of store
5. Exchange and return policy

18.Rank the following attributes that 1. Perceived quality vs. expectations

influence your loyalty to a brand. 2. Value of products/services vs. expectations
3. Customer service
4. Reliability and popularity of brand
5. Beliefs of brand i.e. animal cruelty-free

19. Rate your satisfaction level Will be represented using a scale

shopping online, 1 = dissatisfied, 5 =
satisfied
20. Rate your satisfaction level
shopping in-stores, 1 = dissatisfied, 5
= satisfied

10. Reference List

Data.gov.sg. (2019). Online Shoppers-Data.gov.sg. [online] Available at:
https://data.gov.sg/dataset/online-shoppers?resource_id=5c8f9b98-3b8e-47ff-8b92-
0339dc0b37ae Retrieved 10 Sep. 2019.

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