American Intercontinental University
Channels and Communications
Project Type: Unit 4 Discussion Board
Ariale is in the age group 18 to 25 years old and reads on a regular basis. She says she prefers to purchase books online. Ariale is not big on computer software and this is why she prefers books over software to purchase online. Ariale says that most of the time she purchases books online because she can find the book of her choice cheaper and more convenient than going to a book store. She states that it is easier to find books online than in a store because of all of the different choices you can input as far as the information on the book. She says you can select if it is a fiction or non-fiction, you can break it down by authors, and categories etc. Ariale also prefers to shop at a brick and mortar establishment because she can see and read the books beforehand.
Martinez is in the age group 26 to 45 years old and he purchases more software online than books. Martinez states that he do not prefer to buy online and have products delivered to him. He says that he does not have the patience for deliveries and there is a greater chance of something happening to the product. He only orders online if he absolutely have to. Martinez likes to shop at a bricks and mortar establishment because of instant gratification. He shops online and at a bricks and mortar because he says it is necessary.
Glen is in the age group 46 plus years and he purchases software online. Glen says he is not a reader and there for do not purchase books online or at a brick and mortar establishment. He does purchase software and prefers to buy online and have it delivered versus going to a bricks and mortar establishment. He says he likes the convenience of purchasing online because he can find products at a cheaper price without the hassle of going to a store. Glen says if he is not able to find what he is looking for online then he will go to a bricks and mortar to buy it. Glen states he doesn't like large crowds and long lines and this is why he prefers to shop online.
Out of the three interviews there is one that would shop online and at a brick and mortar, one that would shop at a brick and mortar, and then one who shops online. I consider this a mixed comparison because the two that shops online does this for convenience and for better prices. The other doesn't shop online because they don't like to wait to get their product they have just purchased and also is afraid of something happening to the product in the shipping process. So the implication for sellers is that they may have 75% of their customers shopping online and another 25% actually purchasing at the store. This implies that if they do not have a website or supply chain where their customers can purchase their products online they may want to consider setting up marketing logistics (Kotler & Keller, 2009).
Kotler P., Keller K. L., (2009). Marketing Management, A Step by Step Approach. (14th ed.). New York: Prentice Hall.