E-commerce - Cape Peninsula University of Technology

Chapter 4: Data analysis and interpretation
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 INTRODUCTION
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From previous e-commerce research, the impact of Internet technology on
retailing is described in chapter 1 and 2. Based on the research design and
methods, this chapter presents the results of the in-depth interviews
conducted with various role players in the e-retail industry. The
questionnaires and interviews were used to generate data that is now
analysed against the background problem stated earlier in preceding
chapters. Appendices Band D presents a sample of the questionnaires that
were used for data collection.
4.2 INTERVIEW RESULTS OF E-COMMERCE MANAGERS
The role players available for interview consisted of seven people from the
food, groceries, clothing, music, household goods, computer hardware and
software e-retail Industries in Cape Town and two people from the
entertainment and clothing e-retail Industry in the United States. A brief
profile of the business activities is given below.
• Musica - Cape Town: Musica is a music retail shop that offers its
customers music CD's, DVD's, gaming, gift vouchers, pulse magazine
and downloads such as ringtones and MMS. Musica has recently
introduced a new service where customers can listen to their choice of
music online before making a purchase. This kind of service has
created additional shopping pleasure to e-customers in different
geographical locations. The competitive nature of retail business
requires competitive strategies that are progressive, dynamic and
sustainable. The Internet technology adds a new dimension capable of
achieving this objective for increased market share and profitability.