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What is Consumer Shopping Orientations & Channels about?

This document summarizes a research paper that examines how consumer shopping orientations influence their use of multiple retail channels and shopping outcomes. The paper studies consumers who shop at retailers that use either a multi-channel strategy (where channels are independently managed) or a cross-channel strategy (where channels are integrated). The research finds that high-thrift customers who use a cross-channel retailer are less likely to search other channels for deals than customers of a multi

Author

Abhijit Mohanty

Language

EN