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dc.contributor.advisorVélez Zapata, Claudia
dc.contributor.authorSchulz, Janine
dc.date.accessioned2019-04-23T15:47:31Z
dc.date.available2019-04-23T15:47:31Z
dc.date.issued2016
dc.identifier.urihttp://hdl.handle.net/20.500.11912/4507
dc.description279 páginasspa
dc.description.abstractThe 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.spa
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectOmnicanalspa
dc.subjectRelación con los clientesspa
dc.subjectComportamiento del consumidorspa
dc.subjectCanales de distribuciónspa
dc.subjectMercadeo por internetspa
dc.titleOmnichannel shopping patterns in the customer Journey of postgraduate and master students in the cities of Medellín (Colombia) and Münster (Germany) : an exploratory studyspa
dc.typebachelorThesisspa
dc.publisher.departmentEscuela de Economía, Administración y Negociosspa
dc.publisher.programNegocios Internacionalesspa
dc.type.hasVersiondraftspa
dc.description.sectionalMedellínspa
dc.description.degreenameNegociador Internacionalspa


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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International