The Consumer Buying Process on Online Era
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School of Business |
Bachelor's thesis
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Authors
Date
2017
Department
Major/Subject
Mcode
Degree programme
Markkinointi
Language
fi
Pages
28
Series
Abstract
The purpose of this literature review was to examine whether existing buying process models represent today’s consumer behavior or not. This thesis also reviewed how consumer buying process has changed on online era and what implications these changes have on company decision making. It became clear that according to current academic literature consumer buying behavior has changed remarkably due to advances in technology (Darley, Blankson & Luethge 2010, 95) but at the same time online consumer behavior theory has developed very little from marketing perspective (Darley et al. 2010,95).Description
Thesis advisor
Hänninen, MikkoKeywords
consumer buying process, consumer behavior, buying process, decision making process, online buying process, online decision making process, consumer buying behavior