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How is Consumer Behaviour affected by Online Relationships
By Kate Watson, Cranfield University
What difference has the Internet made to our relationships with our customers? Has it revolutionised the way people go about the buying process, paving the way for a whole new model of behaviour?
Or do consumers use it as a glorified catalogue - just another point of contact with a retailer? And will the convenience of Internet shopping ever replace consumer's need for human contact?
A new report from Cranfield University School of Management answers these questions and more. It takes a detailed look at how the Internet fits into the accepted five-stage consumer buying model and analyses the stages at which the Internet really adds value.
Has the customer become a different animal and do we need to radically change our approach to branding and marketing? Or is the consumer revolution yet to happen?
Internet Penetration Continues Apace
Produced by Mintel, in conjunction with SuperBrands
We know they're out there - but how much do we know about them? A new report from Mintel gives you the low down on the connected customer. It offers a wealth of facts and figures on who they are, what they are buying, and how they are buying it.
The report shows how Internet penetration has increased in recent years, and how the consumer who uses it has evolved. It lists the popular types of sites, plus the top choices of Internet Service Provider and Internet browser. There is also detailed analysis of the changing role of the PC and the impact of mobile Internet technologies and digital TV.
Crammed with statistics on what consumers are choosing when shopping on the web, the report highlights the items that are hot and those that are not. Is Internet shopping taking off, or do UK consumers still prefer to head for the high street?
To purchase the full reports simply select the topic from the 'Select a category' drop down menu, at the top of this page, and select the Full Report from the 'sub-category' drop down menu.
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Main aims:
How is Consumer Behaviour affected by Online Relationships
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To investigate whether consumer buying behaviour has changed or is changing because of the influence of online relationships between companies and consumers.
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To test the generic and widely accepted five stage consumer buying model by looking at online consumer behaviour and attitudes, as observed by Marketing and E-commerce practitioners in detailed interviews and in the data they provided.
Internet Penetration Continues Apace
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To consider whether internet shopping has really taken off by analysing up-to-date data concerning e-customers and their buying behaviour.
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To present a complete profile of the e-shopper.
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Contributors
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Kate Watson, Cranfield University
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Mintel, in conjunction with SuperBrands
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Help shape best practice
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By sharing your research, marketing tools and articles, using the 'submit your research' form - which you can link to below.
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