Multi Channel Retailing in the Automotive Industry : Determinants of Consumer Channel Choice

Lingua: inglese

Editore: GRIN Verlag, 2009

3640352947 / 9783640352944

Da: AHA-BUCH GmbH, Einbeck, GermaniaAHA-BUCH GmbH

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Venditore AbeBooks dal 14 agosto 2006

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Druck auf Anfrage Neuware - Printed after ordering - Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (Distinction 1), Edinburgh Napier University (Marketing Management and Research), course: MSc Marketing, language: English, abstract: Current regulatory and technological change factors force the development of an integrative multi channel approach over the whole car purchasing process to increase customer value and profit. Since the decade of multi channel services, the understanding and analysing of consumers behaviour gains more and more part in literature. Although if the adoption of new channels and particular channel usage is researched, further need of understanding why consumers use some channels rather than others, although purchasing the same products, is identified. Especially the automotive market is mainly focussed on product and manufacturer branding topics rather than distribution and service development.Using the example of the automotive industry this paper explores factors of influence on channel choice. Based on current literature and exemplified by a quantitative explorative study the present paper focuses mainly on the question asking after the main determinants on consumers channel choice during car purchasing and their nature of influence on it. A conceptual framework is developed, which argues that channel decision making in the automotive market is based on product, consumer, channel and organisational dimensions of determinants. Product and consumer characteristics are basic considerations influence the evaluated importance of channel related factors like experience, convenience, risk, price, entertainment and service. Finally the organisation itself with their reputation and offered range of products and services has to taken into account. The preliminary model could be viewed as a starting point structuring the understanding of the complex area of channel choice in a particular context like the automotive market.…

Codice articolo 9783640352944

Titolo
Multi Channel Retailing in the Automotive Industry : Determinants of Consumer Channel Choice
Autore
Lena Fitzen
Editore
GRIN Verlag
Anno di pubblicazione
2009
Condizione
Neu
Rilegatura
Taschenbuch
Lingua
inglese
ISBN 10
3640352947
ISBN 13
9783640352944
Peso dell'articolo
146 grammi
Dimensioni
210x148x7 mm

AHA-BUCH GmbH

Einbeck, Germania

Venditore con 5 stelle

Venditore AbeBooks dal 14 agosto 2006

Tariffe di spedizione da Germania a U.S.A.

ArticoloDa 7 a 10 giorni lavorativiDa 5 a 7 giorni lavorativi
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