Shopper at one of the souq. Pic: Salim Matramkot / The Peninsula
Doha: The COVID-19 pandemic has changed the way people shop, with more people now buying things online.
In a recent survey conducted by The Peninsula, 74.5 percent of the 50 respondents said they preferred to shop online instead of visiting stores, especially as Eid special discounts start.
Holiday promotions can be seen everywhere as the holy month of Ramadan comes to a close, encouraging shoppers to avail the discounts. According to the survey, the number one reason why people prefer online shopping is its convenience with 74.5 percent, followed by no crowds with 63.8 percent, and third is no sales pressure and easy payment with 40.4 percent each.
Expats from different countries took part in the survey.
Fashion-related products topped the list of the most popular online shopping category with 76 percent, followed by footwear and electronics with 10 percent each, and furniture with 4 percent.
According to Statistica’s latest data in 2020, the global average of consumers who shop online is 85 percent, and the leading regions are South America and Asia with 86 percent each.
Meanwhile, a KPMG 2017 Global Online Consumer Report said African and Middle Eastern consumers are more likely to purchase online household goods, except Emirates consumers who are more likely to purchase telecom products and men’s footwear.
Founder and Clinical Director of mental health specialty clinic Flourishing Minds Clinic, Tina Balachandran, said there are many factors affecting online consumer behaviour.
”Research supports that online shopping intention is influenced by a) the shoppers attitude and belief that it would enhance the effectiveness of their shopping, b) opinion about the use of online shopping by friends, colleagues, and other influencers, c) the consumers’ perception of the availability of necessary resources and opportunities to shop online, d) the usefulness it brings, and e) trust in the retail website or online shopping platform,” she explained.
She said consumers were motivated to shop online as it offers convenience.
“It offers convenience, opportunities to compare prices, saves time. There is better potential for reading product reviews before making a purchase, and one can avoid crowded places.”
She added, “When we shop online, there is a certain level of unpredictability and anticipation --- from not being sure when one will receive the package to tracking the order, and waiting for it to arrive. This simple event of anticipation and delayed gratification (putting off an early initial reward for a greater reward in the future - and in the case of online shopping, this is an anticipatory reward) with the eventual possibility of a reward (the online shopping delivery) releases dopamine — the feel good neurotransmitter in your brain.”
Roger Trinidad, a survey participant, said he prefers in-store shopping over online shopping. “Call me an old type of person but I am more inclined to traditional shopping, I would like to see and feel the material of any product that I want to purchase, especially clothes and shoes.”
Vanessa Macion Mortillo, who has been hopping online for four years, said, “It saves time and you can do it anywhere. You don’t need to wait and pay. With a click I can check out easily and avoid the crowds of in-store shopping.”
The survey also showed that 90 percent participants used their mobile phone for online shopping while 10 percent said they used a computer.
