Showrooming – Hur konsumenter interagerar mellan multipla kanaler på individuell nivå

Sammanfattning: That a consumer is going through multiple trade channels during a single purchase are being more normal than ever. A Danish bridal store has been in media saying that the owner will start to charge the consumers when they try on the dresses in the store. This since the consumer nowadays tries the fit of the dress in a physical store to later go home and order the exact same dress to a lower price online. This consumer behavior is called showrooming, it is when the actual store ends up to be just a showroom for the consumer. This possibility is since there is an endless amount of trade channels for consumer to go through. The opposite behavior when a consumer collects information about the product online to finalize the purchase in a physical store is called webrooming. Researchers have studied the behavior in a quantitative way and this study will be focusing on a qualitative research. The study will see how consumers interact between multiple trade channels in their process of purchasing products. The study was conducted with six students on a post-secondary education level with three student who study informatics and three students within textile. The conclusion of the study is that consumers are showrooming in different ways. A difference was shown out from the product and the education. And also if the students where focused on price or quality. Student discount and low prices where two aspects that where important for the students in informatics which is more likely for showrooming. While the majority of the textile students where more welcoming for using the internet to collect information about different products and finalizing the purchase in a physical store. Their choice was more motived since they did not trust the security online and they liked the fact to bring the product home immediately. The result of the study is important since the data that the behavior exists but there is also an importance to understand the behavior. This report is written in Swedish.