Influences of Multi-Channel Distribution Related to Consumer Buying Behavior and Profits Growth Rate
Nguyen, Dung (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905027207
https://urn.fi/URN:NBN:fi:amk-201905027207
Tiivistelmä
The main objective of this thesis was to make a comparison between single chan-nel distribution and multi-channel distribution and so understanding the customer behaviors related to the multichannel distribution connection with the fast fashion companies. The influence enables the business to choose the suitable distribution system and the companies can enhance customer attraction, brand awareness as well as profits growth.
According to the data gathered from the online survey and interviews, the re-search illustrates consumer buying behavior regarding the multi-channel distribu-tion of fast fashion companies and explores that the process assisting to improve the brand awareness, and consumer attraction. The research also provides analyzed the financial performance of six fast fashion companies with a five years period from 2014 to 2018 with the aiming of showing the influence of behavior of end-users on fast fashion companies.
There are the positive influences of multi-channel distribution on brand awareness, customer attraction as well as on consumer buying behavior. Nevertheless, there is a negative impact on profits growth rate when comparing fast fashion companies to e-commercial retailers. The single-channel distribution could integrate effective-ly with e-commerce retailers to develop business operations.
According to the data gathered from the online survey and interviews, the re-search illustrates consumer buying behavior regarding the multi-channel distribu-tion of fast fashion companies and explores that the process assisting to improve the brand awareness, and consumer attraction. The research also provides analyzed the financial performance of six fast fashion companies with a five years period from 2014 to 2018 with the aiming of showing the influence of behavior of end-users on fast fashion companies.
There are the positive influences of multi-channel distribution on brand awareness, customer attraction as well as on consumer buying behavior. Nevertheless, there is a negative impact on profits growth rate when comparing fast fashion companies to e-commercial retailers. The single-channel distribution could integrate effective-ly with e-commerce retailers to develop business operations.