Recognizing the Importance of Brand Awareness on E-commerce Sales while Shopping on Internet: Empirical Analysis of European Countries

Abstract

The reason to conduct this research is to investigate and recognize the importance of brand awareness on E-commerce sales while shopping on internet. Empirical analysis of seven top internet purchasing European countries is done by using the report of (Eurostat’s 2011). The units of analysis are those individuals who are residing in Denmark, Germany, France, Italy, Netherland, Sweden and Norway making purchases from the internet. Data is collected from the report of Eurostat’s for the ten years from 2002 – 2011. To find out the relationship between explanatory and Dependent Variable (DV) in the online business world, the study has done statistical analyses which are implemented by using E-views 5 software. The main motive to carry out the study is to find out the impact and importance of brand image/ awareness in the minds of online shopper, when they go for shopping on internet. Findings of this study illustrate significant positive relationship between brand awareness an E-commerce sale. Findings are beneficial for those companies which are working on internet and selling their products or services, so with the help of results of this study they can be able to know European online shopper’s mind and can develop certain strategies in order to sell the most.