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In summary, online shoppers can differ from offline shoppers in terms of profiles. Online shoppers tend to be younger, wealthier, better educated, have higher 'computer literacy' and more disposable income. However, perhaps as the Internet becomes a more mainstream shopping channel the differences in consumer profiles will not be so marked as wider sectors of the world at large are able to gain access to digital channels. The next part of this section explores the expectations and motivations of online consumers (see also Activity 10.1).

Mini Case Study 10.1

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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