Wednesday, May 18, 2011

Shopper's online vs offline behavior.

For brands managers & owners in search of Empirical Analysis on the shopper behavior Across Online and Offline Channels for Grocery Products, there is good news; The Journal of Interactive Marketing recently published it’s research and the highlights are as under;

  1. We find that households are more brand loyal, more size loyal but less price sensitive in the online channel than in the offline channel.
  2. Brand loyalty, size loyalty and price sensitivity are closely related to household and product characteristics. Light online shoppers exhibit the highest brand and size loyalties, but the lowest price sensitivity in the online channel. Heavy online shoppers display the lowest brand and size loyalties, but the highest price sensitivity in the online channel. Moderate online shoppers exhibit the highest price sensitivity in the offline channel.
  3. offline differences in brand loyalty and price sensitivity are largest for light online shoppers and smallest for heavy online shoppers.
  4. The online offline differences in brand loyalty, size loyalty and price sensitivity are larger for food products and for sensory products.
Related reading; Enabling Social Shopping on AaramShop

No comments: