How They Shop

Priyanka Behrani

ISBN 10: 3845409835 / ISBN 13: 9783845409832

Editore: LAP LAMBERT Academic Publishing Jul 2011, 2011

Riguardo questo articolo

Neuware -This is a research on the effect of price and communication on customer satisfaction in multi-channel shopping, namely, online and through traditional stores. There is an in-depth literature review on the various factors that have an effect on the final outcome i.e. purchase. It is believed that prices are usually lower online. If a firm competes through more than one channel, it is very important that its brand image is consistent through all the channels. Important communication like prices of the products, promotions etc. need extra attention as the company is in contact with the customer through more than one channel and in order to build a loyal customer base, it is imperative that the same information is being communicated. The sample group interviewed comprised of both, the consumers and the managers to know both sides of the story. What the consumers perceive and think at the time of making the purchase and what the managers or the companies put forth to the customers should be in sync. Open ended questions from both the sample groups helped in getting a clearer picture.Books on Demand GmbH, Überseering 33, 22297 Hamburg 76 pp. Englisch.

Codice articolo 9783845409832

Dati bibliografici

• Titolo: How They Shop
• Editore: LAP LAMBERT Academic Publishing Jul 2011
• Data di pubblicazione: 2011
• Lingua: Inglese
• ISBN 10: 3845409835
• ISBN 13: 9783845409832
• Rilegatura: Taschenbuch
• Condizione: Neu

Descrizione articolo

Riassunto

This is a research on the effect of price and communication on customer satisfaction in multi-channel shopping, namely, online and through traditional stores. There is an in-depth literature review on the various factors that have an effect on the final outcome i.e. purchase. It is believed that prices are usually lower online. If a firm competes through more than one channel, it is very important that its brand image is consistent through all the channels. Important communication like prices of the products, promotions etc. need extra attention as the company is in contact with the customer through more than one channel and in order to build a loyal customer base, it is imperative that the same information is being communicated. The sample group interviewed comprised of both, the consumers and the managers to know both sides of the story. What the consumers perceive and think at the time of making the purchase and what the managers or the companies put forth to the customers should be in sync. Open ended questions from both the sample groups helped in getting a clearer picture.

L'autore

Priyanka Behrani completed her MA in Marketing from the University of Nottingham, UK in 2007 and is living in New Delhi,India at the moment. She is currently self employed and running her own business.