 The Significance of Local B2C Shopping to Germans in the Age of DigitalizationKatharina Sperry ()
Chapter Chapter 5 in Business in a Turbulent Era, Volume II, 2025, pp 113-134 from Palgrave Macmillan Abstract: Abstract Online sales dominate research on sales methods. Yet, despite the prominence of internet shopping and large retail chains, only 15% of Germany’s non-food sales occur online, while 75% of Germans favour shopping at local, owner-managed stores. This study explored motivations and customer attitudes towards these stores, going beyond prior research on economic and community factors. Mayring’s content analysis revealed that convenience, trustworthiness, sensory experiences, and product variety are key to customers’ preferences for local stores. Personal involvement and sensory input also correlate with the desire to visit these businesses. Trust emerged as a major factor in frequent visits to owner-managed enterprises. However, the thematic analysis highlighted that while customers appreciate the personal touch of these stores, in-store interactions can sometimes create discomfort or pressure. This research challenges existing theories and offers insights into consumer behaviour in small, local businesses. Date: 2025 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-89806-8_5 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-89806-8_5 Access Statistics for this chapter More chapters in Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business from Palgrave Macmillan |
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