Consumer Decision-Making of Slow Moving Consumer Goods in the Age of Multi-channels
(2016) BUSN39 20161Department of Business Administration
- Abstract
- Currently, the consumer decision-making is influenced by an increase of technological adoption, called multi-channel retailing, which can be defined as a retailer using a combination of integrated channels for promoting and selling products and services. Since there is a lack of knowledge about how the consumer decision-making in this context looks like, the purpose of the study is to redress the gap in current research and attain a deep insight about consumer decision-making process for Slow Moving Consumer Goods, SMCG, in the context of multi-channels. The study is positioned within three research streams: consumer decision-making, multi-channels and slow moving consumer goods. Based on that, the theoretical framework is developed in... (More)
- Currently, the consumer decision-making is influenced by an increase of technological adoption, called multi-channel retailing, which can be defined as a retailer using a combination of integrated channels for promoting and selling products and services. Since there is a lack of knowledge about how the consumer decision-making in this context looks like, the purpose of the study is to redress the gap in current research and attain a deep insight about consumer decision-making process for Slow Moving Consumer Goods, SMCG, in the context of multi-channels. The study is positioned within three research streams: consumer decision-making, multi-channels and slow moving consumer goods. Based on that, the theoretical framework is developed in order to examine the consumer decision-making process of two groups of consumers, Millennials and Mothers of Millennials. Since the aim of the study is to gain a deep insight about the consumer decision-making within multi-channel, the study is designed as exploratory and adopts an abductive approach. The empirical material was mainly collected via two forms of interviews, at home interviews and in-store interviews. These two methods were supported by in-store observations. Our findings show that there are differences in consumer decision-making process within a multi-channel context and between Millennials and Mothers of Millennials. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8880388
- author
- Ewerhard, Ann-Charlotte LU and Sisovsky, Karel LU
- supervisor
- organization
- course
- BUSN39 20161
- year
- 2016
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- SMCG, Omni-channels, Consumer Decision-Making Process, Multi-channels, Retail, Consumer behavior
- language
- English
- id
- 8880388
- date added to LUP
- 2016-06-21 14:16:30
- date last changed
- 2016-06-21 14:16:30
@misc{8880388, abstract = {{Currently, the consumer decision-making is influenced by an increase of technological adoption, called multi-channel retailing, which can be defined as a retailer using a combination of integrated channels for promoting and selling products and services. Since there is a lack of knowledge about how the consumer decision-making in this context looks like, the purpose of the study is to redress the gap in current research and attain a deep insight about consumer decision-making process for Slow Moving Consumer Goods, SMCG, in the context of multi-channels. The study is positioned within three research streams: consumer decision-making, multi-channels and slow moving consumer goods. Based on that, the theoretical framework is developed in order to examine the consumer decision-making process of two groups of consumers, Millennials and Mothers of Millennials. Since the aim of the study is to gain a deep insight about the consumer decision-making within multi-channel, the study is designed as exploratory and adopts an abductive approach. The empirical material was mainly collected via two forms of interviews, at home interviews and in-store interviews. These two methods were supported by in-store observations. Our findings show that there are differences in consumer decision-making process within a multi-channel context and between Millennials and Mothers of Millennials.}}, author = {{Ewerhard, Ann-Charlotte and Sisovsky, Karel}}, language = {{eng}}, note = {{Student Paper}}, title = {{Consumer Decision-Making of Slow Moving Consumer Goods in the Age of Multi-channels}}, year = {{2016}}, }