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The Portuguese offline consumer behaviour: what drives customers buying offline in an online world?
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Resumo(s)
Even though much attention has been paid to online consumer behavior, academic studies are deficient in comprehending offline consumer behavior. This study offers a survey of reflections concerning the Portuguese offline consumer behavior by observing how Portuguese adult consumers engage, embrace and act throughout the offline world, i.e., the offline media channels and the customer decision-making process at a store in regard of digital nativity, education and gender. Drawing on an online questionnaire and using a convenience sample of 471 respondents, data was analyzed using descriptive analysis and independent sample t-test analysis. The results observed indicate Portuguese consumers prefer calling or going to a store when they have an operational problem, value the credit card security at a store and that Portuguese females highly value touching and feeling the product at a store. Finally, implications for academics and marketeers are discussed.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Consumer behavior Digital nativity Offline experience Preferences