Consumer decision-making of slow moving consumer goods in the age of multi-channels

Figures & data

Figure 1. Online purchase decision-making process model (adapted from Karimi 2013).

Figure 2. Theoretical framework.

Table 1. At home interviews.

Name	Age	Profession	Education	Location	Date
Annika	46	Accountant	Gymnasium	Staffanstorp	25.4.2016
Rebecca	28	Student	Master’s degree	Lund	26.4.2016
Emma	24	Student	Master’s degree	Lund	27.4.2016
Anna	20	Student	Gymnasium	Lund	27.4.2016
Christine	49	Sales	Master’s degree	Lund	2.5.2016
Cornelia	55	Teacher	Bachelor’s degree	Lund	3.5.2016

Table 2. In-store interviews.

Name	Age	Profession	Education
Gun	61	Secretary	Gymnasium
Christina	51	Clerk	Gymnasium
Agneta	51	Clerk	Gymnasium
Margareta	64	Teacher	Bachelor’s degree
Ewy	65	Pensioner	Bachelor’s degree
Petra	62	Nurse	Secondary school

Karimi, S. 2013. “A Purchase Decision-Making Model Of Online Consumers And Its Influential Factors Across Sector Analysis” (PhD diss.), University of Manchester.

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