Conclusion part Essay Example | Topics and Well Written Essays - 750 words

Conclusion part - Essay Example the factors which have an impact on the overall consumer choices with special reference to online purchases. The rise of social media has further added to the choices of the purchasers and literature clearly suggest that reviews and word of mouth spread on the online media can further help consumers to gain more information. Three important constructs were tested in this research including understanding perceptions and purchase decisions of Thai consumers, barriers to online purchase and how they have an impact on the overall purchase decisions made as well as how the ad promotion can actually help to improve the overall perceptions of the consumers over the period of time. In order to complete this research, mixed research methods were used include collecting data through questionnaires and arranging a focus group. The quantitative data and methodology was used along with SPSS to analyze the data and calculate the descriptive statistics. A total sample of 320 respondents, with 45% males and 55% females, was taken and who responded to two-part questionnaire and results were analysed through SPS. Data was collected through fieldwork performed in the shopping malls where based upon the random sampling method, respondents were requested to participate in the research. Focus group technique is a theoretical valid technique in research in social sciences therefore focus groups were conducted to further probe into the overall consumer preferences and how they make decisions and collect information while making purchase decisions. This research was performed at one point in time and assessed the overall attitude of Thai Y generation consumers at a given point in time. This study was cross-sectional and was performed in a given period however; it has not taken into consideration as to how the preferences and choices of the consumers might change over the