Online Vs. Traditional: Consumer Motivation

A very important aspect that retailers are always interested to know more about is the reason why people shop. Why someone would choose a red coffee machine over a silver one, or why someone would only purchase milk at a particular store. Obviously there is no single answer that will satisfy each question, but marketing literature has always been quite fascinated with consumer motivation. Motivation can be defined as “an internal and complex...

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Online Vs. Traditional: Information Search

There are many aspects of retail that can be discussed in regards to the consumer's purchasing behavior, especially when it comes to highlighting the differences between online purchases and traditional purchases. One of the most basic constructs that have been discussed about is the consumer purchase decision process. There are six steps of the consumer purchase decision process. In a sequential manner, the six steps are problem...

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The Future is Now: The Arrival of Gen Y

Traditionally, Christmas is a very good time for everyone involved. From consumers who are eager to shop for gifts for loved ones, to the retailers providing shoppers with goods and services. 2011 broke this mold, with Australian retailers reporting a drop in December sales figures in comparison to November. Retailers hoped for a 0.5 percent increase, and the 0.1 percent decrease came as a significant blow. This unexpected dip made 2011 the worst...

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