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Analysis of the consumer profile of LeShop.ch and Coop.ch








Dimitri Likholetov


University IFM


Fall 2007





The contents





Introduction


Actual trends


The facts


The actual situation in the online shopping industry in Switzerland


The global consumer profile


LeShop.ch


Advantages


Disadvantages


Coop.ch


Advantages


Disadvantages


The consumer profile


LeShop.ch


Coopch


Conclusions and recommendations








Introduction





Actual trends





Nowadays, we are living in a changing world of consumption, where new trends are appearing, especially in Western societies. The most important of them are the growth of the service economy, the changes in purchasing methods, and the evolution of technology. The latter is quite important, because it involves the opening of new markets and niches for organizations, and especially in the food retailers and wholesalers industries.


For customers, this evolution implies new methods for acquiring things. According to the purchase model decision, the consumers will have to choose, among others things: the product category and the channel purchase decision. The recent evolution in the field of technology allowed the appearance of a new purchasing channel, namely the online shopping.


The goal of this report is to analyze the marketing...