Running head: “Do females prefer shopping in-stores or on on-line retailers”

“Do females prefer shopping in-stores or on on-line retailers”

Harmony Chan

Professor Canedo

AMM 4630.06

May 15, 2020

California State Polytechnic University, Pomona

Running head: “Do females prefer shopping in-stores or on on-line retailers”
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TABLE OF CONTENTS

Abstract 3

Research question: “Do females prefer shopping in-stores or on on-line retailers” 4

Problem Statement: 4

Literature Review: 5

The Methodology 12

Methodology Instrument 14

Data Analysis and Instrumentation 15

Data analysis tools and designs 16

Data Results 16

20 Questions to survey my target market (females): 21

Discussion: 22

Conclusion 24

Reference 25
Running head: “Do females prefer shopping in-stores or on on-line retailers”
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Abstract

Nowadays, the lifestyle and the style of how people shop are very different. Customers may find

online shopping convenient because it helps them avoid physically going into a store, but they

have to incur a hassle of inconveniences from waiting for a package to arrive, delivery costs and

payment card issues. However, visiting a physical store allows consumers to feel and inspect the

product before purchasing it and is able to communicate with a sales associate to be better

assisted. So, me, the researcher wants to know the preference of the consumers when it comes to

purchasing from apparel companies. This paper investigates the study of females if they prefer

purchasing from a physical store or online stores. For the purpose, it conducts an experiment to

gather datas via Survey Monkey about stated preference choices between physical store shopping

and ecommerce shopping. Questions on the survey generally focus on shopping behaviors and to

research a fashion store’s shopping experience. This study is done on Microsoft Excel by using

two experiments, single factor and two-Sample Assuming Equal Variances methods. These

findings help to be able to understand how the target market prefers to shop and their shopping

behaviors.
Running head: “Do females prefer shopping in-stores or on on-line retailers”
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Research question: “Do females prefer shopping in-stores or on on-line retailers”

Problem Statement:

My research question is, “Do females prefer shopping in-stores or on on-line retailers”. I

believe that my research question is significant because I want to see if women would rather do

their shopping in stores or-online and determine why they prefer the one that they do. Retailers

are constantly changing their appearances in the store and technology such as on the Point-of-

system and the company’s mobile app. I thought this topic will be interesting to do additional

research on and further my understanding of the retail industry. This question is also significant

to me because as a retail associate at a department store, I noticed that there isn’t much foot

traffic in stores from spring-summer so I want to determine where or how often women shops

during these times. The problem that my research will solve is determining whether females

would prefer to do their clothes shopping in-stores or on-line from their official store website or

any e-commerce stores online.

Throughout this paper, I will discuss whether women would rather shop in-store so that

women can be able to touch the material that was used to make the product, try it on in the fitting

room to see if they like the fit, look at the color in-stores since the colors on their official website

may by a little different in stores than what is shown online on their website, easy check-out or

they would prefer ordering their products online, so that they can skip long store check-out lines,

wait for their products to arrive at their door with an easy purchase with just one-click. Another

thing that my question is trying to solve is determining if price points plays a role in determining

if that is the reason why women shoppers purchase their garments online instead of making in-
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store purchases. They could look up the item they want to purchase and it is easy to find stores

that have the similar products that they want to purchase and buy it on websites such as Amazon

or Ebay that is much cheaper than purchasing it in stores.

Literature Review for females who prefer shopping in-store vs. on-line.

1. History of the Apparel Industry

2. Women’s shopping behavior

3. Statistics on Online-shopping vs. Store shopping

4. Why does women prefer shopping in-store

5. Why does women rather shop on-line

Literature Review:

“Do females prefer shopping in-stores or online?”

History of the Fashion Industry and how apparel retailing came about

During the Industrial and Victorian era, the working environment in mills and factories

were tiring. Workers were given exhausting tasks on long hours with little pay with no breaks in

between tasks. During busy holiday seasons, workers could see their work hours rise up to 20

hours a day. Mill and factory workers had respiratory problems due to the dust and fibers flying

everywhere in the room and poor eyesight due to the dim lights inside the factory (Monet, 2019).

By 1846, working conditions slightly improved when Elias Howe invented the sewing

machines which helped sewing garments faster and not many garments have to be done using

hand. By the early 20th century, the sewing machines became readily accessible to the general

public and work that was once done from factories or mills could be done at home with just a
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sewing machine or they could use the hand-sewing technique to work on at home. (Monet,

2019).

According to Major & Steele (2019) it stated that when the clothes are designed and

manufactured, they need to be sold out to their consumers. The business of purchasing clothes

from manufacturers and selling the finished goods to their customers is formally known as retail.

(Major & Steele, 2019) Retailers make purchases from manufacturers two-six months before the

consumer is allowed to buy the stores in their stores. Consumers are able to purchase goods in-

stores and on-line where consumers can look up the products they are looking for online and get

it shipped to their house with just one-click. These are the methods of purchasing goods that are

offered to consumers. Most consumers prefer one over the other whether it is purchasing in a

store or buying their products online.

Women’s shopping behavior

Across the globe, women are known to hold the main responsibility of taking care of their

children and elders in their family. In this caregiving role, women tend to buy products on behalf

of their spouses, children, co-workers, friends, etc. (Baldwin, 2017). Another aspect as to why

women shop is because of their emotion. Emotion also plays a huge role in the shopper’s

behavior (Petro, 2019).

Based on a study from the Journal of Consumer Psychology, it indicated that retail

therapy is benefiting consumers and purchasing decisions help consumers feel happier. (Burson,

Rick, Pereira, 2014) According to Greg Petro (2019), he stated that 40% of females use “retail

therapy” as a technique to reduce stress. (Kaufman-Scarborough, 2004) stated that consumer

researchers had concluded that shoppers prefer to do their errands at one-go during their
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shopping trips, while others focus on one errand at a time. According to Statista (2019), 41% of

female consumers shop once a month and 20% of female consumers shop once a week. This

shows how much women are shopping in a year and how retailers should use this data to

determine how many products they have to buy.

The internet is redefining the shopping behavior of people across the globe. (Rao, 2018)

People’s lives are heavily influenced by the internet. Social media plays a huge role when it

comes to purchasing products. Consumers are increasingly reviewing reviews and feedback on

social media sites before buying a product to make sure that the product is the best in its class

and offers good value for money. (Rao, 2018). Retailers allow consumer reviews on their

websites to review how they like the product, how the quality of the product came out to be,

what they don’t like about the product or if they would recommend the product to others.

Advertising is very strong in the industry as it is paid an immense amount per year. (Thrassou,

Kone, Panayidou, 2008) Many people are familiar with commercials on television. These

advertisements cost millions to produce and it can target consumers worldwide. Women see the

product on online vlogs, advertisements influencers from Instagram or YouTube, store fronts and

online review.

Statistics on Online-shopping vs. Store Shopping

Ecommerce is growing 3x faster than in-store shopping (Clever, 2018). Ouellette (2020)

also stated that by 2023 purchasing online is expected to rise from 14.1% to 22%.While

purchasing online is the next big thing, some consumers still would prefer shopping in physical

stores rather than on-line. 49% of consumers say they choose stores rather than buying on the

web because they can take their purchased products home immediately rather than having to wait
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1-4 days for their ordered goods to arrive. (Skrovan, 2017) 66% of women shoppers said that

trying it out in stores is a deciding factor shopping in stores over shopping on-line. (Skrovan,

2017) According to First Insight (2019), the company surveyed consumers on shopping habits

and purchasing behavior and found that 70% of women spend $50 when they are shopping in

store. In contrast, 49% of women are spending more than 50% when they shop online. The trend

continued when analyzing the probability of a shopper adding extra items to their cart.

According to Gretchen Jezerc (2019), 89% of women were surveyed reporting that they usually

add additional items to their cart. In comparison, 77% of women said that they are adding extra

items to their cart when they stop online.

While clothing is a top category for both in-store and web purchases for both genders.

However, according to the survey by Gretchen Jezerc (2019), 69% of women responded that

they only walk in the retail store or online retail stores if they need something. This result shows

that retailers need to be more effective and have more sales to lure in consumers and have a

better shopping experience. To attract consumers into their stores whether it is online or in-shore,

the retailers have to have the right items in-store for the consumer to purchase for their needs.

67% of American Millennials prefer to purchase from online retailers and they make an estimate

of 16 purchases per year. (Chris Clever, 2018) 56% of American Gen X prefers shopping online

and they make an estimate of 19 online purchases a year. (Chris Clever, 2018) Since Millennials

lead in the ecommerce trend and are the largest generations of consumers, e commerce is

expected to grow even more.

What drives women to shop in-stores

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A term that refers to consumers who purchase products in a physical store is called,

“Offline shopping”. (Lee, 2014) According to Maggie Winter (2017), she stated that “a physical

store can bring a brand to life in a way that’s hard to do with words and pictures”. I agree with

this statement because you can actually go into the store and look at the clothes to get a feel of

the material and the feel of the brand’s vibe while talking into the store.

One of the main reasons as to why consumers prefer driving to the actual store to buy

clothes is strictly because of the payment security. Trust plays an important role in providing a

satisfactory result while performing any online transaction (Blut et al., 2015). They are worried

that their credit card information will be leaked and hacked through the internet. Concern about

payment security is the reason not only for consumers not to purchase on-line, but also for

existing shoppers to discontinue purchasing over the Internet. (Kwon & Lee 2003) Some retailers

require that consumers have an account when they shop and purchase from them asking for their

personal information such as social security number, birth date, home address and average

annual salary which some consumers do not feel comfortable giving that information over the

internet or while filling out to open a credit card to store by filling out the required personal

information and giving it back to the sale associate to turn in to achieve the store credit card to

purchase with the company.

According to Rose Leadem (2017), the advantages of shopping in store is that consumers

are able to try on the clothing in the store’s fitting room and see how the product is before

purchasing, there will be no security issues or concerns, convenient return policies and

consumers are able to own the product immediately rather than waiting for it to be delivered to

their home. The only down turn of having to go in the store to purchase goods is the traveling

cost and finding parking.

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Why drives women to shop on-line

The style of shopping is very different nowadays. E Commerce is increasing throughout

the years. Ecommerce is becoming popular for many reasons. The reasons as to why some

consumers would prefer to choose online shopping is simply due to the increasing gas prices,

difficulty in getting to traditional stores and hassles often with driving to shopping malls and

other stores to contribute to the increased interest in online shopping. (Gnanadhas, 2014) The

process of online shopping is where consumers would directly buy goods or services from a

seller over the Internet. Consumers will be able to visit web stores from the comfort of their

house and shop by sitting in front of the computer. Online retailers are usually open twenty-four

hours a day. Also, in result, many shoppers have internet access both at work and at home.

(Gnanadhas, 2014)

According to Lee and Zhang (2002) it stated that online shopping is the third most

popular internet activity. Young consumers are playing a huge role on-line shopping. (Alam &

Baker, 2010). Online stores are highly competitive, not only with other online stores but also

with brick-and-mortar competitors. (Montaldo, 2019) There are many reasons as to why

consumers would prefer shopping on the web rather than going to the physical store to shop.

According to Rose Leadem (2017), some of the advantages of online-shopping is that it saves

time and gas, consumers are able to compare online prices with other online retailers before

purchasing so consumers will be able to know which retailers sells the product cheaper, no lines,

more varieties online, quick search of an garment necessity and consumers can even shop online

in their pajamas or during their own convenience time on their computer or smartphone.

According to Rose Leadem (2017), some disadvantages for consumers who shop online

is that they are missing out on the in-store shopping experience, will not be able to make
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negotiate cost with sales representative, delivery cost, some retailers require a small return-fee,

dealing with customer service on the line for any product information and payment issue,

consumers will not be able to tell if the retailer’s website is legitimate or a scammer website,

shipping damages and online payments. Another thing they consumers would not like to shop

online is that they are worried that their package will get lost in the mail or stolen at the front

door when it is delivered. They do not want to go through the hassle of communication with the

company’s customer service and get it reshipped again or get a refund of the product. These are

all key elements that people might not like the idea of shopping online.

Conclusion

The fashion industry has changed dramatically throughout the years. Technology has

played a huge impact for the fashion industry. For example, the ways consumers are able to use

their technologies to look up products they are looking for, review a topic before purchasing and

purchase their products online without having to go to the store. While researching this topic, I

can conclude that e-commerce retailers will rise in the future due to the fact that many brick-and-

mortar stores are slowly closing and moving their business to be online-only. Another reason as

to why e-commerce retailers are going to be on a rise in the incoming years is that consumers are

actively purchasing online on platforms such as Amazon and E-Bay. Lastly, consumers are able

to purchase products at their own convenience due to their busy schedules. However, elderlies

may probably prefer shopping physically in stores because they are not familiar with technology

unlike younger consumers who are computer savvy.

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The Methodology

Qualitative Methodology:

According to QuestionPro, qualitative research is defined as a market research method

that focuses on obtaining data through open-ended and conversational communication. The

qualitative research methods are designed to help reveal the behavior of a target audience of a

particular topic. There are different types of qualitative research methods such as in-depth

interviews, focus groups, ethnographic research, content analysis and case study. The results that

are pulled from the qualitative method are known to be more descriptive.

From one-on-one interviews, it is the most common qualitative research method. This research

will help with getting in depth details from the respondent about the specific topic. Focus groups

are also a commonly used qualitative research method. It is often used in data collection. Since

technology has increased dramatically in the past decade, focus groups can be sent an online

survey on their own electronic device and responses can be collected easier with just a click of a

button. Focus groups usually have six to ten respondents from the target marker. The main focus

for focus groups is to find answers to the why, why and how questions. Ethnographic research is

the most in-depth observation method that observes humans in their natural environment. This

particular method is designed to understand the culture, challenges, motivations and settings that

occur. The case study research method has been around for years and it is a good way for an

individual to understand the data that is being collectioned on a deeper level.

Quantitative Methodology:

According to QuestionPro, quantitative research is defined as systematic research by

gathering quantifiable data, performing statistical mathematical and computational techniques.

The quantitative research collects information from target consumers using sampling methods,
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correlation research and experimental research and also sending out online surveys, polls and

questionnaires. After understanding the numbers to have a deeper understanding of the results we

are able to make changes in a timely manner

I will be explaining the types of quantitative research in-depth. Survey research is the

most used method for all quantitative research methodologies. The process of conducting a

survey is by asking questions to the target market responders using different types of online tools

such as surveys, polls, paper questionnaires and web-intercept surveys. By conducting survey

research, the one who is gathering data is able to ask many survey questions, collect data from a

lot of people and analyze the collected data to get a better result on the topic that is being asked.

Survey research can be conducted face-to-face, on the phone or online platforms such as email

and social media.

Another type of method that can be used is cross-sectional survey. According to

Questionpro, it explained that Cross-sectional research is conducted in situations the researcher

intends to collect data from a targeted population at a given time. This kind of research is good

for retail and healthcare industries. By using the cross-sectional survey research method, many

samples can be deeply analyzed and compared to one another.

Another type of quantitative is correlational research. Correlational research is conducted

between two relationships and sees how one impacts the other and the changes that are observed.

Patterns, trends and relationships between variables are done as they exist in their own original

set up. The last method I will be talking about is the experimental research. This type of method

is also known as the true experimentation. During an experimental research, an analysis is done

around disproving and proving the statement. This kind of research method is done in natural
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science. After conducting the research, researchers try to see if the answers are either valid or

invalid.

Methodology Instrument

The method I am going to use to gather my data is the quantitative methodology method.

I will conduct my research by creating twenty survey questions on SurveyMonkey regarding my

research about whether women prefer to do their shopping in-store or online. SurveyMonkey is

an online software that allows an organization and individual to create online polls to survey

their target market. The survey I will be making on Survey Monkey will consist of filling in the

blanks, selecting your choice from four choices and drop down menu choices. Then, I will send

the link to women and have them answer the questions to help me get more data and understand

my research a little better.

Data Analysis and Instrumentation

I will be conducting a survey on Survey Monkey to have a better understanding of why

consumers prefer shopping on-line or in-store. The survey will be a multi-question survey that

will contain questions regarding my research about whether women prefer to do their shopping

in-store or online to help me better understand my target consumer. Once the data has been

received it will be recorded in a timely manner. The type of statistical analysis that I use will be

an ANOVA test. According to “Statistic How to” explain that ANOVA is to find out if a survey

or experiment results are significant. ANOVA is basically to test groups to see if there is

difference between each other (Statistic How to). In this case, this method will work perfectly

well with my research because I want to have an idea and be able to understand and know the

difference as to why people prefer shopping in stores over in-store and vice versa. My research
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works hand in hand with the one-way of variance ANOVA to test the theory of my research

question.

Data analysis tools and designs

After careful consideration, the type of software that I will use to do my analysis after I

have gathered all my data from SurveyMonkey is on Microsoft Excel. This spreadsheet software

is the most useful tool I think that will help me organize and help me with my research.

Microsoft Excel is a spreadsheet that has many features such as calculations, graphing tools etc.

On Microsoft Excel, I am able to create columns with borders by including all the twenty

questions into each cell in one column and have the results on the other column. I will also color

code the title of the column so it is easier to understand. This method is a clear and

straightforward way for me to understand the results after the data has been collected. You are

able to see the theory side-by-side using this method. Additionally, I will also include a column

chart to illustrate my results of my research. I want to be able to deeply analyze my data and

understand how consumer behavior is on for shopping.

Data Results

Master Data on Microsoft Excel: Below is the master data of the results of the twenty females
that completed my survey on SurveyMonkey.
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Table 1: The results were done by Microsoft Excel using the Anova: single factor method.

Questions were asked asking for the correspondent’s age range, the highest level of education

and their average household income. The outcome of this table showed that there is no

correlation based on the three questions.

Table 1.1: The results were done by Microsoft Excel using the Anova: Two-factor without

replication method. Questions were asked asking for the correspondent’s age range, the highest

level of education and their average household income. Based on the questions that I asked on

SurveyMonkey it showed that the three questions are not correlated to each other. Therefore, it
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did not help deepen and further study of my research.

Table 2: These were the results done by Microsoft Excel using the Anova: Single Factor

method. Questions were asked asking if consumers would prefer to do their shopping in-stores or
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on-line stores. Based on the questions that I asked on SurveyMonkey it showed that the two

questions are not correlated to each other. Therefore, it did not help deepen and further study of

my research. However, these two questions are my research questions so another method has

been done to get the result needed.

Table 2.1 Another analysing method was used using the Anova: Two-factor without replication

method because a result was needed for these two questions because this is my research question.

This table showed that women would prefer shopping in-stores over on-line stores with a mean

of 2.7 for shopping in stores and 1.6 women prefers to do their shopping on-line.
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Table 3: The results were done by Microsoft Excel using the Anova: T-test: Paired Two Sample

for means method. Questions asked how much a consumer typically spends on clothings a month

and how important price is when considering a product category. Results came back that in a

typical month, women would usually spend $50-100 a month on clothes and they think the price

on products is very important.

Table 4: The results were done by Microsoft Excel using the Anova: Single Factor method.

Questions asked the age and why the consumer would likely prefer shopping in-store than

online. The p-value for the result came out to be 0.24. Women that are 18-24 years of age have

an emphasis on convenient store policies.

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Table 5: The results were done by Microsoft Excel using the Anova: Single Factor method.

Questions asked the age and why the consumer would likely prefer shopping using e commerce

than shopping in-store. The result for this data was not correlated. The p-value for this was

0.0051. Women aged 18-24 do not care about saving time and gas or compared online prices

before purchasing a product.

Overall data conclusions

Through an anova test: t-Test: Two-Sample Assuming Equal Variances, it resulted that

women would rather prefer to do their shopping in-stores with a mean of 2.7 and a 1.6 with

online. With this conclusion, I am able to understand the shopping behavior of women. I am also

able to know exactly how other women prefer when they purchase their goods.
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20 Questions to survey my target market (females):

1. What age range are you? (Select your age)

2. What is your education level?

3. What is your monthly income level?

4. What is your current occupation?

5. What makes you prefer to do your shopping in-store? (choices to choose from)

6. What makes you prefer to do your shopping online (choices to choose from)

7. Which of these describe your shopping habit?

8. On average how long do you usually take to shop?

9. Does the price or the quality play a role when you purchase clothings?

10. How comfortable are you buying from an online company that is well known?

11. If you purchase online, what electronic device do you prefer to use?

12. Does purchasing online and giving out your personal information make you feel

uncomfortable?

13. What drives you to physically shop in a store? (choices to choose from)

14. What qualities do you value most when shopping at a brick and mortar location (in-

store)

15. What qualities do you value most when given the opportunity to shop online?

17. The speed of delivery is important to you.

18. Are you usually satisfied with all your online purchases?

19. Which of the following do you use to compare prices for apparel?

20. What do you normally look for when you purchase online?
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21. Which of the following in-store factors do a good job of providing information that

makes you want to purchase it?

Discussion:

I surveyed twenty of my target market of women using SurveyMonkey. I asked questions

related to how they prefer to do their shopping and trying to analyze their shopping habits. I went

on and did a data analysis and gathered questions that will work well with my research. The first

analysis question I used was asking what their age range was, the highest level of education and

their average household income. The data was found using a 2-way ANOVA and it resulted in a

no correlation with a p-value of 0.0007. The data showed that age, education and household

income does not matter. It resulted in a weak link. The second analysis question was, if women

prefer to do their shopping in-stores or online. The result came back for this analysis with no

correlation using the single-factor anova test with a p-value at 0.00145. Studies find that women

do not care about time and gas for return. However, another test, a t-Test: Two-Sample

Assuming Equal Variances showed that women would rather prefer to do their shopping in-

stores with a mean of 2.7 and online shopping with a mean of 1.6. The third analysis was asked

about how much is spent on clothes and how important is price when considering a product

category. Results came back that in a typical month, women would usually spend $50-100 a

month on clothes and they think the price on products is very important. This result was found

using the T-Test: Paired Two Sample for Means. The fourth data analysis looks at the age and

what makes women prefer to do their shopping in-stores. The results came back with a high

correlation using the single-factor anova test. The p-value for the result came out to be 0.24.

Women that are 18-24 years of age have an emphasis on convenient store policies. The last data

analysis I looked at was at the age and what made women prefer to do their shopping online. The
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result for this data was not correlated. The p-value for this was 0.0051. Women aged 18-24 do

not care about saving time and gas or compared online prices before purchasing a product.

Conclusion

There are two methods people use to purchase their goods. The two ways are by shopping

in-stores or shopping online formally which is commonly known as ecommerce. One of the main

reasons why consumers prefer to shop in stores is because of the payment security issue. The

advantages of shopping in store is that consumers are able to test and see how the product is

before purchasing, convenient return policies and consumers are able to own the product

immediately rather than waiting for it to be delivered. The only down turn of having to go in the

store to purchase goods is the traveling cost and finding parking. The advantages of online-

shopping is that it saves gas. Consumers are able to compare online prices with other online

retailers before purchasing so consumers can tell which company is selling the product cheaper

or have a better color and material.

Through careful study and research using SurveyMonkey to survey my target market,

women it is concluded that women would prefer to do their shopping in-store than on-line. The

conclusion was through an anova test: t-Test: Two-Sample Assuming Equal Variances. It

showed that women would rather prefer to do their shopping in-stores with a mean of 2.7 and a

1.6 with online. With this conclusion, I am able to understand the shopping behavior of women. I

am also able to know exactly how other women prefer when they purchase their goods.
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