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C/M/1615. Dissertation. Consumer behaviour towards online purchasing in UK
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- DATE:
- 2010
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The dissertation investigates the buying behaviour trends of UK consumers with the focus on online purchasing. Literature is reviewed on the theory of consumer behaviour (CB) and the determinants of online buying behaviour. Secondary and primary research is conducted using questionnaires to determine the features of CB towards online shopping within various demographic groups distinguished along the lines of age and gender. Conclusions are made about the motivators and demotivators of online CB in UK consumers.
KEYWORDS: Dissertation, consumer behaviour, online purchasing, UK consumers,
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