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Cross Borders Shopping of Dutch Customers in Germany : a Target Group Analysis
Lippers, Tim (2025) Cross Borders Shopping of Dutch Customers in Germany : a Target Group Analysis.
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| Abstract: | This research examined the driving forces behind Dutch consumers' cross-border shopping trips in Germany, with an emphasis on both utilitarian economic and underlying cultural factors. Based on the literature about cultural and utilitarian factors and their effect on cross-border shopping, a semi-structured interviewing technique was used to interview participants. The findings reveal that price advantages and product availability are primary motivations for cross-border trips. Dutch customers were found to be very solution-orientated, always seeking immediate and effective solutions to their needs. Cultural factors such as valuing the quality of life played a more subtle but still important role. None of the interviewees perceived any advertising efforts from German retailers, disclosing the potential of marketing unused. Thus, Dutch consumers primarily engage in cross-border shopping in Germany due to practical, price-driven motivations. However, cultural nuances still shape their overall shopping experience, offering German retailers valuable opportunities to increase visits, spending, and loyalty through marketing retail strategies tailored to the investigated needs and preferences of Dutch customers in Germany. This research filled a gap in understanding how cultural and utilitarian economic reasons influence Dutch consumer behaviour in cross-border shopping and provides actionable insights for retailers. |
| Item Type: | Essay (Master) |
| Clients: | Unknown organization, DE |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/107135 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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