Introduction The impact of Covid-19 on UK High Street Retailers: E-Commerce Influence on Consumer Behaviour.

Planning
Over the past two decades, there have been significant changes on High Streets Student Name – Student ID | Global MBA Programme
within the UK. As highlighted by Hart, et al., (2013), the impact of the global Timescale and those stages within the research timeline are shown
economic crisis of 2001-2009, in conjunction with the developing of out-of- within the table provided below.
town retail, an upsurge of online sales and changes in consumer behaviour has Underpinning Literature Methods of data collection
directly impacted upon the future sustainability and viability of high street
retail. In addition, the current Covid-19 pandemic has further influenced and The introduction of online retailing methods (E-Commerce) has With regards to data collection, primary data will be obtained by the
accelerated this, with UK retailers having no choice but to adapt their business created a variety of challenges to marketers and retailers, not to completion of semi-structured questionnaires, which Rowley (2014)
models accordingly, otherwise their future longevity could be placed in mention the impact which this has had specifically within the field of indicates are documents containing a series of open and closed
jeopardy (KPMG, 2021). To bring this into perspective, the Office for National consumer behavior, which has been widely evidenced by academics questions. Convenience sampling will be used in this study, with the
Statistics (ONS) reported that the total retail sales volume fell by 1.9% in 2020 (Pomirleanu et al., 2013 ; Cummins et al., 2014). Early literature and researcher utilizing his contacts via online databases and social
in comparison with the previous year, this was calculated as the largest annual predictions from researchers suggested that the potential of online media platforms, this method was selected as everyone who will
fall on record (ONS, 2021). What this proposed study therefore intends to do is shopping for retailers would be exponential, enabling them to provide partake in the survey will be a consumer of UK retail in some way or
collate the appropriate data which will build upon the existing literature and fill services to consumers which traditional commerce conduits could not another. As highlighted by Ilker et al., (2016), this is a type of
the gap in knowledge as the onset from the pandemic is relatively fulfill (Doherty and Ellis-Chadwick, 2010). Fast forward to the present nonprobability sampling where easy accessibility, geographical
contemporary and research into the impact of Covid-19 on Consumer day and those assumptions made by researchers have proven to be proximity, time availability and willingness of individuals participation
Behaviour is limited, therefore further insight is required. This study is of correct, as the capacity for selling goods and services online has are required for the study. As the timescale of this study is limited
importance as it will provide both academics and retailers with acumen which grown substantially, with technology now playing a significant role in and the researcher requires a large sample size and results to be
will be of benefit should similar challenges or threats arise in the future. how transactions between retailer and consumer are conducted. Social processed quickly, this is the most suitable sampling method. The
media also has a prominent role in facilitating the sale of goods researcher requires 150-200 participants to complete the
between the retail and consumer, as highlighted by Souiden, Ladhari questionnaire in order to present an accurate representation of the
and Chiadmi (2019) social media helps retailers ”develop brand UK population and obtain enough data. The questionnaires will be
attitude, manage brand-consumer relationships, and create value”. completed by the sample through the online platform Google Forms,
Research Aim & Objectives
With the concepts of e-commerce and the associated factors in mind, it which was selected for its ease of navigation and the practicality for
Research Aim: To investigate how Covid-19 has further impacted the high begs the question of how consumers have responded to such participants to complete the questionnaire using a variety of devices,
street retail market in the UK and explore how changes in consumer behaviour advancements in technology. At present, it is a particularly interesting moreover, it allows participants to complete in their own time, without
and an increase in e-commerce utilisation has influenced this. time to investigate how consumers interact with technology, as they physical contact which at present is particularly important due to the
have only had the option to purchase certain retail items via online Covid-19 pandemic.
methods as restrictions have been placed on UK consumers due to the Limitations of research and their implications
Objectives: Covid-19 pandemic. Valuable data can be collated during this time and
therefore this study will be of major importance.
 To identify the key factors which have affected the performance of Limitations within this study include the validity and credibility of results and
retailers in their market by reviewing relevant literature. assumptions based on the greater population due to the sample size. Having a
 To investigate by researching consumer’s behaviour, primarily significantly higher proportion of participants would be more desirable
Research Methodology however the timeframe in which the project takes place limits the scope for
attitudes towards traditional retail channels and e-commerce pre and
post Covid.
Data Analysis Technique accommodating this. Anonymity of participants is also a limitation, as this
For the purposes of this study, Saunders, et al’s., (2007) research means that anyone who views the link can participate in the study, this also
 To explore those variables and criteria which influence and impact
onion will be used to explain the different stages of the research The analysis of data will be completed by exporting the collated data limits the researcher from providing further information to the individuals
consumer buying behaviour when selecting retail channels. from the participants responses to the questionnaires from Google
process. The research philosophy is undertaken from an regarding the outcome of the study unless the individuals contact the
 To consider how UK retailers can approach these issues and adapt
epistemological standpoint whilst utilising a positivist approach, this is Forms and then input into SPSS. SPSS is a statistical data analysis researcher on their own accord.
their business strategies to account for such changes in the market. software tool which will allow the researcher to conduct a more
most suitable as this study requires the researcher to understand the
social world in an objective way, looking at existing theory in the subject thorough analysis of the data and enable a more comprehensive
The objectives stated above will therefore enable the researcher to meet understanding whilst removing the possibility of human error from the References:
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H2 - Covid-19 has changed consumers behaviours and perceptions

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H3 - Covid-19 has changed consumers behaviours and perceptions
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