The Journey Ahead - Transition From Brick & Mortar to Ecommerce: GEN Y Perspective

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Provided by: Global Institute for Research & Education (GIFRE)
Topic: E-Commerce
Format: PDF
While few customers prefer to make purchases online others don't. What decision-making factors affect their choice of purchase channel? In this paper, the authors share some of their observations in order to give a fair understanding for a new entrant in retailing to choose the best operating sales channel between Ecommerce and Brick & Mortar to achieve more sales. This paper offers literature review to explain the concept of customers' choice of channel selection for their purchases. They build the framework using statistical models deploying factor & discriminant analyses.
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