A study on the positive effects online shopping has on the behaviors of consumers at

Heaven Scent in Dominica

University of the west Indies Open Campus

Student Name: Donna Jno. Baptiste-Athanaze

Course Name: Research Methods for Business - Introduction to Qualitative and Quantitative

Methods

Course code: MGMT 2063

Course Instructor: Karima Mohammed

Date: November 25th, 2022

Abstract

With COVID-19 being the most recent of these factors, the number of people using the

internet has been going up steadily for almost a decade. The coronavirus has had significant

knock-on consequences on the international economy, affecting the amount of economic activity

in every continent (Economic Consequences of the Covid-19 Pandemic, 2021). Since the

economy is still not what it once was, businesses have had to come up with unique and

imaginative strategies for interacting with existing clients and luring in new ones.

Businesses that only had physical stores adopted a hybrid strategy when they switched to virtual

storefronts, allowing them to enjoy the benefits of both worlds. Products and services became

more accessible, and the demand for them increased.

The goal of the study was to determine the effects that the rise in online purchasing has had on

small businesses, particularly Heaven Scent in Dominica. Has the impact led to an imbalance in

the company's demand and supply chain? Can this disparity be justified by the company's current

policies and procedures? The study also looked into how this growth affected the output of these

companies and, consequently, what choices Heaven Scent is making to continue to be able to

serve their market.

Table of Contents

Abstract 1

Introduction 2
Background 4
Statement of Problem 5
Purpose of Research 5
Significance of Research 5
Research Questions 6
Definition of Key Terms 6

Literature Review 8

Theoretical Framework 15

Methodology 17

Benefits 20

Limitations 20

Results 21

Discussion 27

Conclusion and Recommendations 30

References 32

Appendix 36
Introduction

Background
Heaven Scent is a small and medium-sized business in the Commonwealth of Dominica.

It opened in September 2008 and has been making soaps, lotions, massage oils, and mud masks

for the face, all of which are made locally. This group of women sells to the local market and

also exports its products to St. Maarten, Tortola, Antigua and Barbuda, Guadeloupe, and

Trinidad and Tobago. Although Heaven Scent Products' sales have grown over the years, the

economic impact has been greater and more widespread than their own bottom line. Since then,

the business has developed inventive and new ways to meet consumer demand.

As a response to the COVID-19 pandemic, businesses increased their online presence to

make up for the money they would have lost if they had followed the rules and closed their

storefronts completely. Additionally, some businesses offered a pick-up and delivery service or

stayed open while following social distancing rules that made people less likely to walk into their

stores.

People all over the world, including Dominica, were deeply impacted by this Corona

Virus pandemic especially regarding how they thought and behaved. Customer services

businesses are affected by these huge shifts in consumer buying habits have had to restructure

their business models (Tao et al., 2022). There is no doubt that the increased consumer use of the

internet has created many difficulties for marketing researchers, and more specifically for those

who study consumer behavior. (Martinez-Ruiz & Moser, 2019) Heaven Scent, therefore, had to
find innovative strategies to maintain their online presence using social media platforms such as

Facebook, Instagram, and WhatsApp to reach out to their target market.

Statement of Problem
Internet usage has been steadily rising all around the world. Over the past ten years, there

has been a growth in users in Dominica of fifteen thousand eight hundred and thirty-one

(15,831), according to a report by DataReportal (Kemp, 2022). Numerous causes were

responsible for online shopping's increasing popularity. COVID-19 was the most prevalent in

recent years. Due to the closure of most stores, several businesses experienced a rise in online

sales and a fall in in-person sales. For this reason, investing in developing their internet

enterprise in this market was mentioned as one of the many top priorities and a cause for concern

for Heaven Scent.

Purpose of Research
The study's goal was to ascertain the effect that online shopping has on local small

companies like Heaven Scent of Dominica is positive.

Significance of Research
The results of this research gave Heaven Scent a greater understanding of customer

behavioral patterns, preferences, and values, as well as how these factors affect consumers'

shopping behavior. They have learned more about the elements that positively or negatively

affect their enterprise. This research paper helped Heaven Scent and other business leaders make

plans for marketing to bring in customers and keep them coming back, as well as plans for the

long term that will help both current and future customers. Finally, this study's findings helped

traditional retailers understand how to operate so that they could continue to meet customers'

demands in the digital age.

Research Questions
1. How has the profitability of Heaven Scent in Dominica been impacted by the competition

from internet retailers?

2. Do marketing and advertising initiatives encourage consumers to conduct more online

shopping?

3. What difficulties do buyers encounter online that make them less likely to shop online?

4. What impact does the price of a product have on consumers’ purchasing decisions?

Definition of Key Terms

1. Brick-and-mortar Store - Is a business that refers to a retail store, where customers go buy

products or services and engage with personnel face to face (What Is a Brick and Mortar

Store? An Overview, n.d.).

2. Consumer behavior - Consumer behavior is the study of how consumers choose things

based on their needs, wants, and desires as well as how they purchase and utilize them

(What Is Consumer Behavior and Why Is It Important? - Clootrack, n.d.).

3. COVID-19 - Coronavirus disease (COVID-19) is an infectious disease caused by the

SARS-CoV-2 virus (Coronavirus Disease (COVID-19), n.d.).

4. e-Commerce (Electronic Commerce) - is the exchange of products and services, or the

sending of money or data, over an electronic network, primarily the internet.

5. Online Shopping - The process of buying products and services over the internet.

6. Traditional Shopping - A shopping process whereby consumers buy their products and

services by visiting a store.

Literature Review

Changes in the business environment have forced companies to put plans in place to align

different platforms that work well together to serve a consumer market that is becoming more

and more diverse. The use of the Internet as a shopping platform has given customers a few

benefits over conventional brick-and-mortar purchasing. Consumers' preferences change with

time, and because of their busy schedules, they find it challenging and difficult to complete

simple tasks like purchasing supplies from brick-and-mortar stores. The Internet is available

around-the-clock, every day of the week, from any location as long as there is internet

connectivity. There are no commutes or lengthy lines, making it convenient and time-saving

(Chang, 2003). The researcher therefore explored the positive effects that online shopping has on

the behaviors of consumers at Heaven Scent in Dominica and sought to ascertain whether these

effects are to the advantage or disadvantage of Heaven Scent.

“Time”

One of the most important things about shopping online is that you can save time (Vasić

et al., 2019). Online shoppers can explore and make purchases at any time, as opposed to

traditional businesses that have set operating hours. Since online services are always available

and the goods are usually delivered to their destination, it helps customers save time. There are

no long lines at the cash register, rude employees, shoplifters, bad weather, or travel that would

require paying for transportation. Although the internet has made it possible to save time, it has

had no impact on online shoppers' buying patterns. According to a study by (Svatosova, 2020),
unrestricted shopping time is the least important factor influencing online shopping behavior for

e-commerce strategic development.

“Time”

Customers of today want to feel smart about their purchases, therefore, they try to

maximize the advantages while limiting their expenditures (Atkins & Hyun, 2016). This study

investigated whether smart purchasing experiences—defined as saving effort/time, and money,

and making the proper purchase—differ by product category, gender, and generation. The results

showed that individuals from different genders and generational cohorts exhibit distinctive smart

shopping purchase experiences when purchasing different product kinds in terms of saving

time/effort, saving money, and making the proper choice. It also showed that when the levels of

search and planning are regulated, smart shopping experiences vary by product category, gender,

and generation. Retailers must therefore modify their techniques to appeal to different genders

and generations of savvy consumers, as well as to the particular product category, such as

clothing, groceries, or electronics.

“Perceived Risks”

The term "perceived risks" refers to the emotional cost entailed with customers' purchase

decisions, which stands for a certain amount of future uncertainty. A consumer thinks about all

of the dangers involved in a purchase before making one. A study by (Kibandi & Reuben, n.d.)

shows that perceived benefits, level of perceived risk, product awareness, and the design of the

website are some of the characteristics that affect the online shopping and buying habits of

customers in Jumia City, Kenya, Nairobi. It also shows that consumers' perceptions of the

benefits of online shopping had a positive but small effect on their buying behavior, while their
perceptions of the risks, product knowledge, and website design had a positive and significant

effect on their buying behavior. The respondents indicated that uncertainty about product quality,

the chance of getting bad goods, the difficulty of solving problems, and the risk of delivery are

all important factors in whether or not to shop online.

“Communication”

By easily transferring in-store experiences to online environments, the evolution of

digital technology is transforming customer behavior. Information technology (ICT)

advancements have made it possible for customers to assess their options and develop an

interactive consumer decision behavior. According to a recent study by (Eleodinmuo, 2021),

consumer decision-making is positively impacted by communication and a shift in consumer

attitudes. This suggests that a consumer's behavior will be influenced by the use of ICT when he

is positively motivated by using those tools. It is also important to keep in mind that consumers

are less inclined to act decisively and are more likely to dismiss a product when they lack

motivation. The study found a substantial positive association between consumer decision

behavior and ICT devices, including computers, smart phones, and televisions. A change in

consumer behavior has also been caused by the recent creation of search engines, comparison

engines, recommender systems, and social networks to help customers during the online

shopping process. They make it easier for customers to make purchases online by providing

them with a variety of conveniences for conducting informational searches, weighing their

options, and making decisions (Moon, 2004).

“Reviews”

The Internet enables consumers to create their own research and shopping schedules.

Given that it provides more information about the goods consumers are looking to buy, the

internet has established itself as a potent research tool. The Internet can be a useful research tool

for customers during the purchasing process. Reviews and recommendations are significant

deciding factors when buying particular products. Customers can read reviews and get

suggestions that aren't usually available in stores, and they can also look at a wider range of

products on websites like Amazon.com. Gender significantly influences how reviews affect

consumer purchasing behavior. The purchasing habits of men and women are different. Male

customers pay more heed to positive comments than female consumers do, and they are also

more inclined than female consumers to make decisions about purchases with ease. Online

reviews help consumers shop online in the e-commerce industry. Because of this, consumers rely

more on information that has been reviewed to judge the quality of goods and decide what to buy

(Chen et al., 2022).

“Trust”

In markets where there is a lot of competition, businesses need to think of different ways

to sell their products online. A study by (Daroch et al., 2021) investigates consumer behavior

with regard to internet shopping and what prevents customers from engaging in online shopping.

The study's goal was to learn about the difficulties that customers have when buying products

from internet retailers. The majority of respondents indicated that they had both good and bad

experiences when shopping online. The study showed that there are six reasons why people

choose not to shop online: distrust, insecurity, lack of trust, reputation and services offered, fear
of bank transactions, and the fact that traditional stores are more convenient to visit than online

ones. According to an analysis by (Casaló et al., 2008), reputation and satisfaction have a strong

connection to each other and also to consumer loyalty. Customers are more likely to choose an

online store that has been around for a while over one that is just starting out.

“Trust”

Even though internet use and online shopping have grown, not everyone is satisfied with

the shift. Consumers' buying intentions in a social commerce setting are significantly influenced

by trust. Trust has a favorable impact on customers' buying intentions, according to research by

(Wang et al., 2022) on the succinct effect of trust on consumer purchase intention. According to

the statement, trust in sellers had a bigger effect than trust in other things.

“Subjective Norms”

The term "subjective norm" refers to what a person thinks about whether they like or

dislike a certain behavior. According to a study by (Yusuf & Zulfitri, 2021) the information that

the respondent receives from sources they trust might influence their attitude and pique their

interest in online fashion shopping. It also claims that a person's interest in online shopping for

fashion products increases in direct proportion to the amount of influence that person receives

from those he trusts. According to the study's findings, growing consumer attitudes are

significantly impacted by subjective norms, perceived behavior control, and perceived ease of

use. Online purchase intention is positively influenced by the subjective norm, attitude, and

perceived ease of use, unlike perceived behavior control, which has a negative effect on intention

to make an online purchase.

“Subjective Norms”

From industry to industry, subjective norms have varying effects on consumers' intents to

buy. In the automotive industry, word of mouth can enhance brand image but does not influence

purchase intention, according to a study by (Setiawan, 2018) This situation is brought on by the

lack of dealer involvement in green car promotion, which makes it difficult for customers to trust

information spread through word of mouth and have a minimal impact on purchase intention. In

contrast, a study by (Ab Yajid & Johar, n.d.) found a link between purchase intention and

subjective norms in the telecoms industry. It was investigated whether information sources

affected respondents' subjective norms and beliefs as well as their level of customer satisfaction.

This would also enable people to exert influence over those close to them when it comes to

acting and making decisions about the purchase of mobile telecommunication services.

“Payments”

Whether crediting or debiting an account, applying payment is the last step in any

business transaction. According to a study by (Ghaith & Ghaith, 2022) the e-payment system has

had a significant impact on Jordanians. The study looked at how e-payment systems affect

customer behavior. Data analysis showed that the use of electronic payments has a considerable

positive influence on consumer behavior. E-payment systems are not a luxury, but a necessity for

a nation to effectively join the international financial system, compete in this market, and benefit

from globalization. This will facilitate a simpler shopping experience for customers and

encourage quicker business transactions, prompt payment, and service delivery as a long-term

benefit for retail enterprises. Since customers do not need to carry a lot of cash when making

transactions, e-payments reduce transaction costs and dangers. This means that real money will
be used much less, which will cut down on crimes like armed robberies and break-ins that

involve cash.

While the study's emphasis on the positive effects online shopping has on customers'

behaviors did help answer some of the research questions, the researcher made sure all of the

topics were addressed by administering a questionnaire and conducting interviews. It was

interesting to learn that the recent COVID-19 pandemic affected both the number of online

retailers and how business was done on a daily basis. It was also shown that the company had to

come up with innovative ways to produce the products that they offered due to the difficulty in

sourcing the raw materials required.

Theoretical Framework

Icek Ajzen created the Theory of Planned Conduct (TPB), formerly known as the Theory

of Reasoned Action, in an effort to forecast human behavior (Ajzen, 1991). After the perceived

behavioral control part was added, the theory was replaced. The TPB says that a person's

intention to do something depends on how they feel about the action, what they think is normal,

and how much they think they can control the behavior. The theory was created to describe all

that a person may influence about themselves.

One's likelihood of engaging in a conduct increases with the strength of their desire to

accomplish it (Ajzen 1991). The more strongly one intends to engage in a particular behavior,

the more likely they are to do so (Asare, 2015). The attitude behind the behavior is the second

factor. This is the degree to which a person has a favorable or unfavorable opinion of the

behavior of interest. It entails considering how the world will be impacted by the activity.

Attitude is made up of behavioral convictions and outcome evaluations. Subjective norm is the

last section. This is the belief that the majority of individuals are either in favor of the activity or

against it. It has to do with whether or not peers and close relationships think the person should

engage in the conduct. Normative beliefs and compliance desires make up subjective norms. The

TPB places a strong emphasis on "perceived behavioral control," or a person's perception of how

simple or challenging it is to engage in the activity of interest. Because perceived behavioral

control varies between contexts and acts, a person's opinions on behavioral control vary

depending on the situation.

 The theory has been applied in a variety of industries, including marketing, consumer and

leisure behavior, health care, and information technology (Job Opportunities, n.d.). In order to

explore the patterns of purchase decision-making, the research was changed to take The Theory

of Planned Behavior (TPB) into consideration. This idea was incorporated into my research as I

sought to understand how Dominican consumers' actions at Heaven Scent benefited from

internet buying. To attempt to explain the relationships between beliefs, attitude toward a

behavior, subjective norm, behavioral intention, and behavior, I produced my recommended

hypothesis.
Methodology

Research Design

The research used both qualitative and quantitative research designs, which is called a mixed-

method approach. A combination of two basic questionnaires was used (one for the owner of the

company and the other for the consumers). A telephone interview was conducted on a different

day agreed upon by the owner, where areas of interest not covered in the questionnaire were

discussed. The purpose of qualitative research is to find out how other people view the world and

learn from their perspectives (Austin & Sutton, 2014). On the other hand, quantitative research is

done to learn more about the social world by finding new facts and insights (Allen, 2018).

Setting and participation

The study looked at Dominican consumers who were 18 years old or older, as well as the owner

of a small business in Dominica called Heaven Scent. The methods that have been discussed

above were administered virtually (the questionnaires were made in a program for creating web

interviews). This approach proved necessary as the respondents could complete the questionnaire

at their convenience. A sample size of twenty (20) respondents was used during data collection,

which included thirteen (13) females and seven (7) males between the ages of eighteen (18) and

sixty-five (65) years old who had purchased items from Heaven Scent since their inception. The

researcher chose this approach by using a series of questions from a questionnaire, with the goal

of understanding the consumer's online shopping behaviors from his or her perspective.
Data sources and collection

This study used a combination of primary and secondary data sources. Primary sources were

used to get data from questionnaires and interviews with customers and the business owner. A

questionnaire with both open-ended and closed-ended questions was beneficial because it

showed that both quantitative and qualitative data could be gathered. Prejudice was minimized in

the questionnaires given to the participants, and the researcher's opinions were not swayed by

their responses. In order to get detailed information, interview questions are typically open-

ended. They assist you in elucidating, comprehending, and exploring, to name a few, the

viewpoints, behaviors, experiences, and phenomena of study subjects (Research Guides:

Research Methods Guide: Interview Research, 2015). Secondary data came from the internet.

This included scholarly articles, journals, statistics, and other information from reliable online

sources that was used to do related research on the subject.

Sampling Techniques

In order to minimize any bias, the respondents to the questionnaire were chosen at random. The

researcher conducted an interview with Heaven Scent Management. The researcher employed

simple random sampling and purposeful sampling. This approach was mostly used since

management was crucial to the success of the company.

Ethical consideration

Ethical considerations in research are a collection of principles that guide the design and

implementation of research projects (Bhandari, 2021). When gathering information from people,

researchers are required to always abide by a set of ethical principles. This research verified that

all ethical considerations were followed. For example, before taking part in the questionnaire,

respondents were asked to provide verbal consent.

Benefits

● The questionnaire helped the researcher answer the study questions while meeting the

goals and objectives.

● The research results led the business owner to take strategic steps to boost the company's

sales and reputation.

Limitations

● Due to time constraints, the researcher limited the number of questionnaire participants to

twenty (20); however, a sample of fifty (50) people would have been preferred. The

number of twenty is a good representation and reduces the chance of bias in the

investigation.

● Because questionnaires are used to collect data, respondents may not provide answers

that are completely accurate as to how they feel and act.

Results

Demographics of the Participants: The questionnaire was fully completed by all

participants, 65% of whom were female and 35% were male. Participants fell into one of six age

groups, the most popular being between the ages of thirty-six and forty-five, with 25% of

respondents; followed by the ages between eighteen and twenty-five, forty-six and fifty-five, and

fifty-five and sixty-five, with 20% of respondents each; and lastly, between the ages of twenty-

six and thirty-five, with 15% of respondents (Figure 1).

Figure 1

Figure 1 above shows the age and gender of the respondents from the questionnaire.

Telephone interview with the owner of Heaven Scent, Dominica: The researcher spoke on the

phone with the owner of Heaven Scent, Dominica. An electronic questionnaire was sent before
the interview to help with the conversation, and the researcher and respondent agreed on a date.

The respondent stated that although Heaven Scent has been in operation for nearly 15 years, they

have only been active online for nine (9) years. The company has a maximum of six (6) paid

employees, all of whom are female. It was mentioned that the COVID-19 pandemic damaged the

business by reducing the number of paid employees by half. The company has not rehired the

paid employees who were laid off, even though the constraints imposed by the pandemic are

gradually being relaxed. According to the respondent, the cost of raw materials and advertising

expenses have increased for the company as a whole since its online expansion. The respondent

stated how well the business has promoted its goods on multiple platforms. Since the company's

move to the internet, production sales have increased as a result of an observed rise in demand

for its products. Although it was mentioned that the company has not had any supplier or

production delays since being online, the respondent said they were unsure of any delivery

delays since none had been reported. The company was happy with its choice to expand its

services online because observation revealed no discernible difference in product sales between

the brick-and-mortar and online store.

Figure 2
Figure 2 above shows the respondent's feedback on an increase in production sales since

transitioning their services online and the demand for business goods.

Figure 3

Figure 3 shows the respondents' store shopping preferences.

Figure 4
 Figure 4 shows the respondents’

feedback on product pricing in comparison with the competitors.

Figure 5

Figure 5 shows the respondent feedback on the advertisements for Heaven Scent products.

Figure 6
Figure 6 shows the respondents' feedback on the sufficiency of the information listed on the

Heaven Scent website.

Figure 7

Figure 7 shows the issues faced by the respondents on the company website.

Figure 8
Figure 8 shows the respondents' views on how to improve the shopping experience at Heaven

Scent.

Figure 9

Figure 9 shows the respondents' views on what is most important when purchasing online.

Figure 10
Figure 10 shows the respondents' views on pricing at Heaven Scent.

Discussion

Customers of Heaven Scent in Dominica were given a survey with 22 questions by means of

random selection. The researcher decided to ask 20 clients to answer this questionnaire in order

to prevent any bias in the data collection process. It has been demonstrated in numerous research

investigations that consumer preferences shift to reflect changes in the economic environment.

Numerous economic and market factors are having an impact on consumer behavior. A large

majority of people have undergone significant lifestyle changes, which have altered how

consumers shop online (Wilson, 2021).

The COVID-19 pandemic restrictions had an effect on numerous enterprises. The

company had to make dramatic changes as a result of its incapacity to carry on business as usual,
including workforce reductions. Whether they had to let paid employees go was one of the study

questions the interviewer posed to the responder. It was mentioned that the number of paid

employees had been cut in half. The COVID-19 pandemic did nothing more than hasten the

company's ongoing expansion of its online sales. According to figure 3, the preferences of the

participants for store shopping were as follows: 30% of respondents stated they liked online,

20% chose brick-and-mortar, 20% preferred both brick-and-mortar and online, and 30% claimed

their preferences were shared by both categories.

Every business cycle requires a certain number of revenues and expenses. To determine a

company's profitability, income and expenses are considered. The researcher wanted to know if

there had been a rise in product sales since the shift based on the interview that was done. The

respondent said that since the change, the product's sales had increased. "Are we better priced as

compared to our competitors?" was the follow-up question posed to the respondents by the

researchers. As indicated by Figure 4, 65% of respondents indicated yes, 30% indicated no, and

5% indicated they were unsure. Figure 2 demonstrated that there was an increase in the demand

for the company’s products, and the company recorded an increase in their product sales despite

an increase in the company's overall expenses. The competition from online merchants has had a

favorable effect on Heaven Scent’s profitability.

Advertising has an impact on consumer behavior. Advertising is known to have a range

of consumer-related consequences, from increasing customer awareness of a good or service to

influencing a purchase choice (What are the effects of advertising o...). When a customer has a

specific product in mind but is unsure or hesitant to purchase it, they will first seek up product

details online. Initiatives in marketing and advertising encourage people to shop more online. I
asked the respondent throughout the interview if their products were sufficiently advertised on

various platforms. Figure 5 illustrates the conclusion that they have done enough advertising.

When asked if the product information provided on the website was sufficient to help the

participants make purchasing decisions, 90% of the respondents replied yes, while the remaining

10% said no (Figure 6).

Online shoppers are less inclined to do their shopping because of the many issues they

run across. The participants were questioned about any problems they had when using the store's

website to make purchases. The majority, or 70% of the respondents, claimed there were no

problems. However, six groups, each representing 5% of the respondents, claimed there were

problems with quality, the company's lack of a fully functional e-commerce website, its use of a

local e-commerce website rather than its own, delivery and logistics, and problems with digital

payments (Figure 7). The respondents were subsequently asked by the researcher what could be

done to enhance their shopping experience. The opinions of the respondents are illustrated in Fig

8 in the following manner: The majority of respondents (55%) believed there was nothing that

could have been done to enhance their online experience; 10% thought the business should

promote consumer reviews; The remainder, which came in 5% increments, suggested that the

business communicate with customers, follow up with them, make it simple and secure to check

out, make it simpler to browse the store, provide free delivery, and ensure that clients are taken

care of after they make a purchase. 5% more people thought the website should contain an e-

commerce feature.

The purpose of the study was to identify the motivating factors that participants utilized

to make purchases at Heaven Scent. When asked what was most significant to them when

shopping online, 35% of participants replied price (Figure 9). Different e-commerce pricing
techniques can be used as incentives to draw customers. All respondents who were questioned

about Heaven Scent's pricing responded that they were happy with the prices of their products

(Figure 10). The information gathered showed that Heaven Scent's prices have increased.

However, since figure 2 depicted a rise in product demand and a rise in the company's

production sales, this had no effect on consumers' purchasing choices.

Conclusion and Recommendations

The research paper reviewed the positive effects online shopping has on the behaviors of

consumers at Heaven Scent in Dominica. Additionally, it explored if marketing and advertising

initiatives encourage consumers to conduct more online shopping and the impact the price of a

product have on consumers’ purchasing decisions. Based on the data collected during the

interview the entrepreneur agreed that the profitability of Heaven Scent has been impacted by the

competition from internet retailers positively. Although the COVID-19 pandemic disrupted the

company’s operation it recorded increases in the demand for goods as well as production sales.
 The literature review noted many links related to the effects online shopping has on

consumer behaviors. The researcher compared seven factors that affect online shopping buying

behavior which were communication, payments, perceived risk, review, subjective norrms, time

and trust. The comparison identified that communication positively impacted consumer

purchasing behavior with a shift in consumer attitudes; payments had a positive influence on

consumer purchasing behavior; perceived risk had a positive but small effect on consumer

purchasing behavior; gender significantly influences how reviews affect consumer purchasing

behavior; subjective norms positively affected consumer purchasing behavior; time had no

impact on consumer purchasing behavior; and trust, with a favorable impact, significantly

influences consumer purchasing behavior.

Heaven Scent should always ensure that the company's positive reviews are up to date

and the bad ones are resolved and updated where possible. The company should engage

consumers and provide post-purchasing services, which can act as a marketing strategy for

introduction of a new or enhanced product. Heaven Scent should always ensure that the product

information listed on their website is current and easily accessible. Additionally, they should

always look out for the best payment solutions available on the market.

It is evident from the study that after investigating 10 literature reviews, only two factors

showed a significant impact on the buying behavior of online shoppers.

The study concluded that the factors affecting consumer buying behavior at Heaven Scent

in Dominica are trust and brand loyalty.

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Appendix

Questionnaire for Consumers

Questionnaire for online shopping behaviors of consumers at

Heaven Scent in Dominica
I am an undergraduate student at the University of the West Indies, Open Campus. This research
will focus on the positive effects online shopping has on the behaviors of consumers at Heaven
Scent in Dominica. By filling out this survey, you agree that the instrument can be copied and
used in the research project. Your answers will be kept private. I appreciate your participation.

Please tick the most appropriate box.

1. What is your age range? *

● 18 - 25
● 26 - 35
● 36 - 45
● 46 - 55
● 56 - 65

2. What is your gender? *

● Male
● Female
● Prefer not to say

3. How long have you been a client of Heaven Scent (in years)? *
● 0-3
● 4-6
● 7-9
● 10 - 12
● 13 - 15
4. What do you like most about the Heaven Scent brand? *
● Availability
● Economical
● Performance
● Quality

5. What made you choose the Heaven Scent product? *

● Availability
● Locally owned, made or sourced
● Need
● Preferred Brand
● Pricing
● Product Quality
● Social and Cultural Influences

6. What was your most important consideration while buying their product? *
● Appearance
● Availability
● Economical
● Performance
● Quality
● Security and Safety

7. Why are you choosing to shop online? *

● Low price
● Product information readily available
● Products variety
● Very convenience and time saving
● You can buy the rare products here

8. Do you prefer shopping in an online store or brick-and-mortar store? *

● Online Store
● Brick-and-mortar Store
● Both
● Mutual Feeling
9. Which is most important to you when purchasing online? *
● Availability of the product
● Loyalty to brand
● Pricing
● Quality of Service
● Speed of Delivery
● The differences between your expectation and the real products or services

10. Are you happy with your decision to purchase online? *

● Yes
● No
● Unsure

11. How was the shopping experience at our website? *

● Good
● Bad
● Neutral

12. Do you feel safe shopping online? *

● Yes
● No
● Unsure

13. What issues did you face when shopping online on our website? *
● Additional charges
● Delivery and logistics
● Digital payment failures
● Lack of security
● None
● Quality issues
● Unclear return and guarantee policies
● Other:
14. What can we do to improve the shopping experience? *
● Encourage customer reviews
● Engage with your customers
● Follow up
● Make checkout easy and secure
● Make it easy to navigate your store
● N/A
● Offer free shipping
● Post-purchase service is important too
● Provide excellent customer service
● Other:

15. If given a chance to make the same purchase again, would you buy our product? *
● Yes
● No
● Unsure

16. Were you satisfied with the overall experience? *

● Yes
● No
● Unsure

17. Are you satisfied with our pricing? *

● Yes
● No
● Unsure

18. Are we better priced when compared to our competitors? *

● Yes
● No
● Unsure
19. Are you happy to pay the retail price of this product? *
● Yes
● No
● Unsure
20. Are you comfortable making payments online? *
● Yes
● No
● Unsure

21. Was the information listed on the website sufficient? *

● Yes
● No
● Unsure

22. Would you buy from us again? *

● Yes
● No
● Unsure

End of questionnaire. Thank you.

Questions used during the interview with the owner of Heaven Scent

1. What is your gender?

2. How many years has your business been in operation?
3. Was this business affected by the COVID-19 pandemic?
4. How many employees are employed by your establishment?
5. Did the business have a change in the number of paid employees during the pandemic?
6. How many staff were laid off due to the pandemic?
7. Since the restrictions put in place because of the pandemic are slowly being lifted, have
you hired any of these people back?
8. How long have you been operating online?
9. Did the business have an increase in product sales since its transition?
10. Has the company had an increase in its overall expenses since the transition?
11. Has demand for this business’s goods increased?
12. Has demand for this business’s goods decreased?
13. Did your business experience supplier delays since operating online?
14. Did your business experience delivery delays since operating online?
15. Did your business experience production delays since operating online?
16. Have the prices this business pays for raw materials increased?
17. Did you see a change in product sales between the brick-and-mortar store as opposed to
the online store?
18. Are your products advertised sufficiently (through your website and social platforms)?
19. Has the advertisement cost for your business increased?
20. Are you satisfied with your decision to extend to online services?