Customer Behavior and E-Commerce


As part of a project seminar in the economic geography/applied geography Master's program during WS 2017/18, we conducted research on the topic "Digitalization of retail shops - Customer Behavior and Wishes."

Stationary retail is currently experiencing a turnaround due to the recent continuous growth of e-commerce. Our study aimed to find out how customers behave during this change and what their demands on stationary retail shops are.

The first step consisted of a qualitative survey in the form of a shopping diary. These results were used to develop hypotheses. A questionnaire was then developed to quantitatively test the hypotheses.

The questionnaire was used to ask consumers about their shopping behavior and what they want from modern stationary retailers. The results were presented by students at an event of the IHK Aachen.