umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Products Characteristics and Their Influence on the Omnichannel Strategy: An analysis of the apparel and grocery retailers in Europe
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2017 (English)Independent thesis Advanced level (professional degree), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this Master’s thesis is to present to the reader a comprehensive

overview on how the characteristics of grocery products and apparel products

influence the customer behavior and the choice of an offline or an online sales

channel within an omnichannel marketing strategy. This thesis takes a company’s

point of view in order to investigate the reactions and the resulting marketing and

channel strategies the different retailers apply while taking into account the varying

customer behavior. In order to fulfill this purpose, we formulated and presented two

research questions and three propositions that helped to investigate the chosen subject

matter of this thesis.

The research philosophy of this Master’s thesis is based on an interpretivist

epistemological perspective and a subjectivist ontological view. The research

conducted within this thesis has an exploratory nature. In addition, the deductive

approach is used to study the research questions, while adopting a qualitative research

method. The practical method employed in this thesis in order to fulfill the purpose is

based on conducting multiple semi-structured, non-standardized interviews. The

respondents and the companies they represent are divided according to the industry

they belong to, namely the apparel retail or the grocery retail, and the geographically

located in Europe. The final results are then gained by the combination of the primary

data, yield from the interviews, and secondary data, collected during a literature

search and an undertaken literature review.

The contribution of this Master’s thesis is represented by an analysis that combines

the theoretical perspectives and empirical findings. They provide an overview on how

do the characteristics of products influence the customer behavior and the choice of

an offline or an online sales channel within an omnichannel marketing strategy while

focusing on apparel and grocery retailers in Europe. In addition, the findings also

provide an overview on how the apparel and grocery retailers react on the varying

behavior of their customers and based on this, what marketing and sales strategies

they employ.

Place, publisher, year, edition, pages
2017. , 76 p.
Keyword [en]
Omnichannel marketing, apparel retailer, grocery retailer, customer behavior, European countries, omnichannel marketing strategies, sales channel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-136272OAI: oai:DiVA.org:umu-136272DiVA: diva2:1110132
Educational program
Master's Programme in Marketing
Supervisors
Examiners
Available from: 2017-06-15 Created: 2017-06-15 Last updated: 2017-06-15Bibliographically approved

Open Access in DiVA

fulltext(1341 kB)43 downloads
File information
File name FULLTEXT01.pdfFile size 1341 kBChecksum SHA-512
9b46e64d9f7926531a7fbbdd20916aa512a76a2789b5a16935d62e77b4f2116f609077a54394bf4f8f3ba843982e7cf42494146a5e938da35050b6dcc97066ef
Type fulltextMimetype application/pdf

By organisation
Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 43 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 86 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf