This thesis focuses on showrooming, a purchasing behaviour resulting from channels development and the increasing importance of all kind of technologies. By doing showrooming, the consumer uses the physical store as a showroom in order to collect information about a product before buying it online. An empirical research was carried out to establish the profile of the Belgian showroomer. From this research, it emerges that the Belgian showroomer is strongly involved in the product’s purchase, seeks for variety when shopping, buys online for pleasure and finds it convenient. In a second step, several customer journeys, closely or remotely linked to showrooming, have been established. During each of them, a change in the purchase strategy took place. The degree of occurrence of each of these customer journeys is then determined through the empirical research.
| Date of Award | 4 Sept 2020 |
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| Original language | French |
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| Awarding Institution | |
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| Supervisor | Pietro Zidda (Supervisor) |
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- Showrooming
- Purchasing behaviour
- Profile
- Customer journey
- Strategy change
Showrooming: Études du profil du showroomer en Belgique et développement de parcours client impliquant des changements de stratégie d’achat
Nicolay, C. (Author). 4 Sept 2020
Student thesis: Master types › Master in Management Professional focus in Business Analysis & Integration