The effect of product pictures over the female consumers’ behavior in online shopping in Romania
Cardiff Metropolitan University
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The dissertation presents an emperical research on the influence of product pictures over female consumer behavior during the online shopping process in Romania and its implementations as marketing strategies. Although there are a great number of investigations on the different factors affecting online consumer’s behavior as well as marketing tactics and their impact on sales performance, they are specific to few general factors and often, there is no clear distinction made between the tradition in‐store shopping and the online shopping. For this purpose an exhaustive list of academic sources has been revised and analysed which provides a theoretical backgroud for formulating of two major research hypotheses. The hypotheses are tested with the application of relevant methodology based on data collected from purpose‐designed surveys. The present study has adapted a deductive approach. A quantitative study of customer’s perspective about this subject was conducted to find out if there is a relationship between buying decisions and product pictures in online shopping, but also what could be the main incentives for achieving a higher level of retention and repurchase behavior. A questionnaire has been placed on Facebook and online survey websites. The conclusion is that product pictures do affect female consumer behavior in the online shopping process and theoretical and practical applications will be proposed. However, the results indicated that some of the factors analyzed have more impact than others, but also that the degree to which some factors affect female consumer’s behavior in Romania are not constant and tend to follow a decreasing trend over time. In addition, there were provided recommendations for improvements in the area, as well suggestions for further research.
Master in Business Administration
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