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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
Palavras-chave
Consumer behavior Digital nativity Offline experience Preferences