Omnichannel shopping patterns in the customer Journey of postgraduate and master students in the cities of Medellín (Colombia) and Münster (Germany) : an exploratory study

Abstract

The purpose of this study was to explore the use of traditional and non-traditional sales channels by master and postgraduate students from Germany and Colombia in order to detect omnichannel shopping behavioral patterns in their customer journey. This study used quantitative research methods to collect primary data via a self-administered web questionnaire from postgraduate students at the Pontifical Bolivarian University in the city of Medellin, Colombia, and from master students at the University of Applied Sciences in the city of Münster, Germany. Implementing bivariate descriptive statistics the survey results were analyzed and examined for common patterns and anomalies. The Statistical Package for Social Sciences (SPSS Version 20) was used for the exploratory data analysis process. In addition, secondary data was collected by way of reviewing documents from previous studies in order to identify relevant components for the subsequent research.