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Title page Consumer Buying Behaviour on the Internet Project 2004 Abstract Environmental marketers apply the term consumption situation to denote a meticulous act of shopping happening at a particular point in space and time, customer decision-making being predisposed by circumstances ally-specific set of unconnected variables. To date, my research in this area has tended to focus largely upon individual channel (Tesco supermarket store and Web. ) in isolation, largely ignoring the ways in which consumers select between and put together multiple retail channels. In an attempt to address this gap in our perception, this paper reports initial findings from an ground-breaking programme of longitudinal research with a one of leading UK supermarkets Tesco which seeks to shed light on consumer selection between physical and virtual (Internet) shopping channels via the appliance of numerous qualitative methodologies. (Berk R. W. (1995) Situation variables and consumer behaviour) Introduction The year 2004 witnessed continued growth in the consumer adoption of Electronic Shopping (ES) services in the United Kingdom, online retail revenues totalling some? 2 billion over a twelve-month period. One third of all UK households now enjoy Internet access, 3. 3 million adults making at least one electronic purchase every four weeks. (Source: BMRB (British Market Research Bureau) 2004) Against such a background, the potential impact of ES upon traditional retail stores has understandably become a topic of considerable debate. Against this backcloth, the present research seeks to address a single question, albeit a deceptively simple one; namely, the likely extent to which retailers may find their consumers preferring to buy electronically and so visiting stores less (de Care-Inner, 2004) Unspoken in the question posed above is the hypothesis that consumers now almost routinely combine and integrate multiple retail channels.
Whilst some customers may well continue to shop in retail stores only, it appears unlikely that anyone as
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Research essay sample on Multiple Retail Channels Retail Channels One
