Determinants To Consumer’s Shopping Preferences

How people prefer to shop is an ever-changing landscape. There has been a boom in online shopping since the first online shopping purchase in 1994. With the end of the pandemic, retailers and other businesses need to know whether this increase will continue. Online shopping preferences: safety, technology, branding, and customer experience were explored to determine the current determinants of shopping preferences. A phenomenological design was used to examine the lived experiences of six shoppers who represent the most popular demographic of online shoppers. This study presents a clearer understanding of what business marketers need to understand about the online shopping decisions of shoppers.