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Consumer Resistance towards Local Store Shopping “To what extent do apathetic shoppers prefer online shopping opportunities over the offline shopping process?” A case of Zalando.de

Pötter, J. (2015) Consumer Resistance towards Local Store Shopping “To what extent do apathetic shoppers prefer online shopping opportunities over the offline shopping process?” A case of Zalando.de.

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Abstract:The presented examination focuses on the shopping behaviour of customers where by special attention is paid to “apathetic shoppers”. Apathetic shoppers are known to be less motivated to go for shopping and only get involved with the process of shopping because they have to do it. Firstly, it is examined, which factors positively influence their resistant behaviour towards shopping. Furthermore, the research aims at figuring out whether apathetic shoppers are more likely to buy at online stores than using the traditional way of shopping in local stores. The focus group of the study is the German target consumer market of age 16 till 60 years. Nowadays, the online buying opportunities of shops have become an important sales funnel for companies. The advantages which come along with online shops are more and more welcomed by consumers and therefore companies increase their sales revenues by selling their products online. This paper seeks to examine the reasons for the apathetic shoppers’ resistance towards local store shopping and in addition, it evaluates on their attitude towards online shopping opportunities. By using the example of Zalando.de, a well-known German online retailer for clothes, the downsides and advantaged of online shops will be examined. Since Zalando.de is an online retailer for all kinds of clothes, this examination also evaluate to which extent apathetic shoppers favour other online retailers which concentrate on single categories of clothing.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/67358
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