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Consumer Decision-Making of Slow Moving Consumer Goods in the Age of Multi-channels

Ewerhard, Ann-Charlotte LU and Sisovsky, Karel LU (2016) BUSN39 20161
Department 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)
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author
Ewerhard, Ann-Charlotte LU and Sisovsky, Karel LU
supervisor
organization
course
BUSN39 20161
year
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},
  keyword      = {SMCG,Omni-channels,Consumer Decision-Making Process,Multi-channels,Retail,Consumer behavior},
  language     = {eng},
  note         = {Student Paper},
  title        = {Consumer Decision-Making of Slow Moving Consumer Goods in the Age of Multi-channels},
  year         = {2016},
}