E-commerce - Cape Peninsula University of Technology

Chapter 4: Data analysis and interpretation Page 61
try to second guess what the customers would want that is in stock. As an e­
retail company the first thing, according to the respondents, is to make sure
that the company does not run out of stock.
The advantages of e-retail business introduction from one of the respondent's
perspective were that they already have the brand and also people
understand the brand. The following were also identified by the respondents
as the benefits of e-retailing to their company;
Promoting our services to a wider
audience
Increasing company profit margin
Providing customers with convenience
Accessibility of company to customer
Table 4.2: Benefits of e-retailing
No. of Responses
100%
100%
43%
43%
29%
71%
The disadvantage according to one of the respondents is that the brand has
already been created in terms of it being something that they dare not break.
In other words in everything they do, they have to consider the fact that the
company is in question. They also have to be exceedingly careful in
whatever decisions the business takes so that it does not crumble which
would result in the 82C site needing to start from scratch again.
4.4 E-CUSTOMER SURVEY RESULTS
A total of fifty (50) e-customers responded to the questionnaire administered.
These e-customers consisted of 18% (students), 12% (office workers) and
70% (professionals). The following sections present the results of the
questionnaires; demographics, use of the Internet as a means of shopping,