The Determinants Of Australian Consumers Attitudes...

1.0 Introduction and Background The growth of online retail shopping has experienced an extensive growth in Australia and also worldwide in the last few years, the rapid growth in numbers of internet users buying products online. Research shows that the growth of online shopping has continued to outperform that of traditional retail, since November 2011 and November 2012 The National Australia Bank retail index shows online retail sales have increased by 27% since previous years. Factors that may be driving the growth of online shopping in Australia may include: (16 January, 2013, Logistics Materials Handling Blog) †¢ Consumers are seeking better value in their purchases †¢ There is a greater selection of goods †¢ The increase of widespread usage of mobile Phones (increase in convenience) †¢ Increasing level of simplicity and comfort with technology and the internet surrounded by consumers across all age groups †¢ Use of social media by both consumers and retailers to drive brand awareness of group buying sites This research assignment will search to recognize the determinants of Australian consumers’ attitudes toward online retail shopping. It will examine possible differences across market segments including demographic segments and behavioural segments (e.g., Internet usage patterns). Interviews have been conducted to explore the drivers of online retail shopping behaviour. 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