An investigation into the consumer behaviour across online and offline shopping channels within the Irish book market : an analysis of 18-25 years old Irish consumer

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Zheng, Chunlong
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BA (Hons) in Marketing and Event Management
Dublin Business School
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The paper tries to establish a research framework in Irish book market from the aspects of consumer motivations in online and offline shopping channels. Thus research has been limited and many key areas remain under explored. Research gaps exist in the service in Irish book market and how consumer react new innovations relates to this area. The research examines the consumer motivations in online and offline Irish book market, delve what drive them to buy books in online book stores or traditional book outlet during economic crisis. The research extracts several findings from primary research to examine or supplement previous academic literature. The research methodology is primary focus on a qualitative research technique under exploratory research. As focus groups have the ability to deeply uncover a respondent’s feeling, attitudes and opinions, explore issues in depth, and obtain insights. In order to overcome the limitation of focus groups samples on size and geographical, an online survey will used as a complementary research technique. The structured research design will lead to scientific and reliable findings, hope this research can give people some inspiration within this specific area in the future.