However, the future might bring about more pretentious and harder to satisfy customers and strategies will then have to be developed.
3. Internet Retailing
The best selling strategy is that of combining multiple channels. This is similar to the financial sector, where the investor is advised to diversify his portfolio in order to reduce risks and maximize its chances of income. In the retailing business therefore, the company should use multiple channels to get their product to the end consumer. A basic explanation as to why numerous internet only purchase stores have failed where multi-channel companies have succeeded could reside in that the multiple-channel companies offer the audience the chance to directly see the product before buying it. In other words, an interested potential buyer can go to the store or the showroom, depending on the business, and directly look at the desired item and even discuss its features with a specialized retail consultant. He can then go home and use the information acquired to finalize the purchase online and avoid the crowd and long lines in the stores.
In the case of an online only system of purchase, the company does not have a showroom where the customer can get the desired information on the product nor see it in its real size, colour and other features he might be interested in. The product characteristics available online can sometimes be misleading (not with the intent of the company but through various mistakes or misinterpretations) and fail to convince the customer to make the purchase. Also, the customer is unable to directly speak to a specialized retail consultant, who generally offers reassurance, increases the trust in the company and helps finalize the transaction....
" (Sinha and Batra, 1999) Sinha and Batra state that "most researchers now content that a generalized price -- quality relationship does not exist" although the "degree to which a higher price implies higher quality" has been examined and as well has been the "topic of considerable research in marketing." (1999) Therefore for the purpose of this study this antecedent relating to price consciousness will not be a variable in understanding
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