Contribuci´ on sectorial y factorial al crecimiento de la productividad.

Interesting relations were found between personal characteristics and omni channel shopping. However, some personal characteristics are related to each other. Therefore, logistic regression is used to estimate which variables do significantly influence omni channel shopping behaviour of consumers. The omni channel shopping behaviour of respondents is considered as a categorical dichotomy, for instance; using social media while shopping in a brick and mortar shop; Yes=1, No=0. With this regression we can predict to which category (Yes or No) a respondent belongs to, given information about psychographics and demographics. Through this analysis we are trying to discover which independent variables can predict omni channel shopping behaviour. Variables which participate in predicting the outcome of the dependent variable are the predictors; Variables which were used within this analysis are psychographics, situation, work, income, gender, age and education. Table 18 shows a summary of the results of the five logistic regression analyses. Outcomes of the regression analyses are shown in Annex 5 tables 133-137 (outputs are shown in Annex B47). Significant results with a Nagelkerke R Square above .100 and an exp(B) value above 1.400 and below 0.600 are discussed below. TABLE 18, SUMMARY OMNI CHANNEL SHOPPING BEHAVIOUR

dependent variables Nagelkerke

R Square

independent variables

Omni channel - advertisement leaflets (annex 5, table 133)

.142 innovativity, loyalty, motivation to conform, shopping enjoyment,

price consciousness, age and education Omni channel – magazines

(annex 5, table 134)

.109 innovativity, loyalty, motivation to conform and shopping

enjoyment Omni channel - social media

(annex 5, table 135)

.265 innovativity & age

Omni channel – website (annex 5,table 136)

.207 innovativity, loyalty, price consciousness and work

Omni channel – applications (annex 5, table 137)

.264 innovativity, work, education

Advertisement leaflets

Consumers can use advertisement leaflets while shopping for instance to check which products are for sale in supermarkets. Whether consumers use advertisement leaflets during shopping in brick and mortar shop can be predicted by independent variables. Psychographics and personal characteristics estimate whether consumers are likely to use advertisement leaflets. Un-loyal consumers (totally disagree on loyalty8) are very unlikely to use advertisement leaflets during shopping in a brick and mortar shop. Further, consumers which do not enjoy shopping are very unlikely to use advertisement leaflets while shopping. As expected, price un-conscious consumers are unlikely to use advertisement leaflets. Remarkable is the fact that low educated consumers are more likely than other consumers to use advertisement leaflets while shopping.

Magazines

Consumers can also use magazines while shopping in a brick and mortar shop, for instance, when there was a jacket shown in the newest ELLE magazine, consumers can go to the shop with this magazine to buy this jacket. Un-innovative consumers are less likely to use magazines while shopping in a brick and mortar shop. Consumers that do not need motivation to conform are unlikely to use magazines while shopping, this is probably due to the fact that magazines reflect person’s wishes and opinions.

Social media

While shopping consumers can use social media, this channel can be used to check other persons opinions about a products or to share bought products with friends. Un-innovative consumers are very unlikely to use social media while shopping, this is logical because un-innovative consumers are also less likely to use social media in general. Further, young consumers (below 50 years old) and especially very young consumers (below 30 years old) are very likely to use social media while shopping. This is presumably due to the fact that social media is more often used by younger individuals.

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Un-innovative consumers are unlikely to use websites while shopping in a brick and mortar shop. Interesting is the fact that consumers who totally disagreed and disagreed on ‘I generally do my shopping on the same way’ are more likely than other consumers to use websites while shopping.

Applications

Un-innovative consumers are very unlikely to use applications while shopping in a brick and mortar shop. Interesting is the fact that, low educated consumers are less likely than high educated consumers to use applications while shopping.

5.5.3 CONCLUSION

Insight is gained in consumers’ omni channel shopping behaviour. First, five channels were investigated. Advertisement leaflets or catalogues are most often used by consumers while shopping in a brick and mortar shop (58% of the respondents). Interesting is the fact that women and low educated consumers are likely to use advertisement leaflets while shopping.

Second, regarding the usage of social media while shopping we found interesting conclusions. However, only a small amount of respondents (6%) has indicated to use social media while shopping. Respondents below 50 years old are more likely than older respondents to use social media while shopping. 82% of the consumers that use social media while shopping are below 50 years old. Especially consumers below 30 year old use most often social media while shopping. In addition, students, fulltime employees and high educated consumers use social media more often than other consumers while shopping.

Third, 16% of the respondents have indicated to use websites while shopping in a brick and mortar shop. Men are more likely than women to use websites while shopping. In addition, respondents below 50 years old, students and fulltime employees are likely to use websites while shopping (61% of the respondents use websites and are below 50 years old). These consumers have above modal incomes (above €2100).

Furthermore, men are more likely than women to use applications while shopping. Thereby, consumers below 50 years old are likely to use applications on mobile devices in a brick and mortar shop (70% of the respondents use applications and are below 50 years old). Especially consumers between 30 and 49 years old use more often applications on mobile devices. Furthermore, high educated consumers and consumers with high incomes are likely to use applications while shopping. In addition, students and fulltime employees use more than other consumers applications on mobile devices often while shopping. Retailers using applications for attracting their consumers should consider that consumers that use applications while shopping are often high educated consumers that work fulltime and have high incomes. These consumers are most often men between 30 and 49 years old.

To conclude, in general online channels are most often used while shopping by high educated consumers below 50 years old that work fulltime with relatively high incomes or by students. There is a shift in the age limit expected for using these online channels within the next years. Consumers who are currently using online channels will still continue using these channels when they become older. The relation between omni channel usage and age is probably due to the fact that most consumers above 50 years old are not grown up with the internet.

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