Abstract: The retail sector has become one of the most extraordinarily complex, sophisticated and revolutionised industries of the late modern age. With the proliferation of globalisation and demographic shifts, technology such as mobile devices, tablets and super-speed broadband, and the concurrent expansion of e-commerce and social networking, the retail environment faces a multitude of challenges. It is within this context that marketing seeks to understand optimal strategy to meet the needs, wants and desires, of this continually evolving retail customer base. This paper will address this through a systematic review of theory concerning the influence of internal and external variables on customer decision-making behaviour in relation to the retail purchase process for high-involvement products. This will be achieved in the milieu of the aforementioned global market conditions, and the various academically advocated internal retail brand purchasing process typologies.
Keywords: retail environment, internal and external variables, customer buying behaviour.
Title: RETAIL ENVIRONMENT AND CUSTOMERS’ DECISION MAKING STYLE: A SYSTEMATIC REVIEW
Author: Okoro, Ama Omaka, Ikechi, Ann, Okorie, Chiyem
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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