Short presentation from Social media training for scientists, Kraków, 4-5 September 2014

1. Multi-channel
consumer decision-making processes
dr hab. Radosław Mącik
Social media training for scientists, Kraków, 4-5 Septwewmwb.uemrc2s.0p1l 4

2. Rationale
 Previous research proved increasingly widening and deepening the use of
ICTs at most stages of the consumer purchase decision processes.
 In numerous situations at the successive stages of purchase decision-making
elements of the "traditional "and based on ICT” environments
intertwine and merge, leading to a gathering more information about
products, obtaining recommendations, comparison of prices in
conventional stores and online, resulting in multi-channel shopping
behavior (including the effects of attachment to the channel and its
changes in the consumer decision-making process - the so-called channel
lock-in and channel change effects - for instance ROPO and reverse ROPO
effects).
 Product type, consumer demographics and psychographics including
decision-making styles influences are researched.
Multi-channel consumer decision-making processes
e: radoslaw.macik@umcs.lublin.pl slideshare: rmacik
2

3. Perception map of retail formats from MDS (2012)
perceived
total cost for
consumer
Note: on the base of declared shopping frequency – multidimensional scaling approach (ALSCAL procedure, Euclidean distances), n=1701
Multi-channel consumer decision-making processes
e: radoslaw.macik@umcs.lublin.pl slideshare: rmacik
3
Stress = 0,098
perceived level of R2 = 0,946
personal interactions
with the salesperson

4. TV-set purchase process (18-25 yo)
Multi-channel consumer decision-making processes
e: radoslaw.macik@umcs.lublin.pl slideshare: rmacik
Problem
recognition
Information
search
Alternative
evaluation
Supplier
search
Purchase
decision
Postpurchase
evaluation
Broken TV-set (8)
Searching
over the internet (5)
F2F talk with
friends or family (4)
Repair attempt (1)
Talk over
the internet(4)
Promotional leaflet(3)
Outdoor ad (2)
TV watching (8)
Phone call(4)
F2F talk with
salesman(6)
Searching
over the internet (2)
Purchase
Purchase online (3)
offline (5)
F2F talk with
friends or family (1)
Delivery (3)
Delivery (1)
Visit in
physical
store
(10)

5. Timeline and methods
• Quantitative: CAWI
• Qualitative: FGI & IDI
2012
• Quantitative: CAWI & mCAPI
• Qualitative: FGI, IDI & mIDI 2008
Multi-channel consumer decision-making processes
e: radoslaw.macik@umcs.lublin.pl slideshare: rmacik
5
• Quantitative: CAWI & PAPI
• Qualitative: FGI
2016
planned

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to get presentation:
Social media training for scientists, Kraków, 4-5 Septwewmwb.uemrc2s.0p1l 4