To study the comparative analyses of the online portals vs the traditional channels which influence the purchase decision of a buyer in the fenestration industry

Jain, Akshay (2017) To study the comparative analyses of the online portals vs the traditional channels which influence the purchase decision of a buyer in the fenestration industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study “Comparative analyses of the online portals vs the traditional channels which influence the purchase decision of a buyer in the fenestration industry” aims to analyse how likely are customers to choose online portals vs the offline portals to purchase fenestration products (doors and windows). The researcher has examined the degree of knowledge the consumers have regarding the fenestration products being sold online. The researcher also explored the application of digital customer experience, online consumer behaviour and the role of social media in the decision making of a consumer. A quantitative approach was used to conduct this research. An online questionnaire was taken from different cities of India and rich data was collected. The data collected suggested that majority of the respondents were unaware of fenestration products being sold online. Moreover, majority of respondents were hesitant on purchasing fenestration products from an online platform.

The findings suggest that respondents were likely to use offline channels to purchase fenestration products as it demands a physical touch and feel. Also, the study suggests that architects are an important influencer in the decision making of a consumer. Based on the findings, it can be concluded that an offline channel with an online presence can be a viable solution for enhancing the market share of a company selling fenestration products.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	24 Nov 2017 10:10
Last Modified:	24 Nov 2017 10:10
URI:	https://norma.ncirl.ie/id/eprint/2918

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