Are Multichannel Consumers Around the World Similar?

May 5

posted by Dr. Suri Weisfeld-Spolter in Consumer Behavior | 60 Comments

The advent of the Internet has spurred a technological evolution that is transforming retail worldwide through rapidly emerging channels.  Social media, mobile devices with location-based applications and reality-based technologies create a “showroom without walls” that distorts traditional distinctions between online and offline channels.  One of the responses to this technological innovation has been a global proliferation of the multichannel consumer (MCC), a more knowledgeable consumer who gains information about the product by surfing and switching between channels such as brick and mortar stores, Websites, mobile devices and other emerging shopping outlets.  Recent research has suggested that more than eighty percent of United States consumers research online before they buy a product in a retail store and it has been reported that seventy-eight percent use two or more channels to research an item before making a purchase.  This type of consumer, who shops in more than one channel including brick and mortar stores, catalogs, Websites, or any other emerging channel, has been labeled the multichannel consumer (MCC).   MCCs are not limited to the United States, and in fact, have been studied as a growing global phenomenon with a recent survey comparing responses from over 11,000 MCCs from 11 different countries (Pwc, 2012).  However, it is still uncertain if MCCs are part of a converging or diverging global consumer culture. 

Specifically, it is unclear if MCCs across nations are converging in perceptions and sharing a uniformity in consumer experiences and purchase decisions, or if MCCs are diverging whereby national cultures cause a dissimilarity.  On the one hand, we know that culture affects consumer behavior and cultural biases influence the consumer purchasing evaluation process.  On the other hand, proponents for a convergent global consumer culture report that the diffusion of technology, especially the Internet creates a more homogenous environment.  Likewise, it is a diffusion of technology and the Internet that has surged the MCC.

What do you think?

Do you consider yourself to be a MCC?

Are MCC’s homogenous (similar) around the world or does their culture affect what they value?

Do they make purchase decisions in the same manner? 

Are salespeople influential in their decision making?

Would it be a mistake for marketers to treat them in the same manner?

What other factors may need to be taken into consideration?

[*This blog is based on a research paper co-authored by Suri Weisfeld-Spolter, PhD; Yuliya Yurova, PhD;  and Cindy Rippe, DBA, currently under review at International Marketing Review]

Suri Weisfeld-Spolter, Ph.D., is Associate Professor of Marketing and Chair of Doctoral Programs in the H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University. She can be reached at sw887@nova.edu

This entry was posted on May 5, 2014 at 9:35 AM and has received 7890 views. There are currently 60 comments. Print this entry. Download attachment.

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• #1 by Magali Cadet on 5/5/14 - 5:00 PM

  

  I believe myself to be a Multichannel Consumer. Due to technology, it is extremely easy to gather as much information from various sources then it has ever been, particularly when purchasing big ticket items like cars or houses. In the past, the consumer pretty much relied on the "expert" in those fields to guide them (i.e. your car salesman or realtor). However, today, there is an arsenal of information available on the internet to aid a consumer in making those decisions. As a realtor, I often had to point out which areas that I thought were ideal for my clients based on what they stated that they desired. Today, I find that my clients have thoroughly researched various neighborhoods, schools in the neighborhoods, crime rate, planned construction in their desired neighborhood as well as financing options well before their initial contact with me. They no longer rely on me to guide them, they guide me.
  I believe that although culture has some impact on what consumers value, ultimately all customers are similar around the world as we are all ultimately looking for superior customer value. As consumers, we understand that the internet and technology has afforded us the means to do our own "due diligence" prior to making purchases. Prior to obtaining products and or services either online or in a brick and mortar establishment, we now have the means to connect with other consumers and get their input on the product or service through reviews, online forums, social media and company websites. Therefore it is my belief that all consumers make purchases in the same manner because all customers have one thing in common when purchasing and that is obtaining exceptional customer value.
  As the technology and internet advances, people rely less and less on salespeople. Millions of products and services are sold via the web without the influence of a salesperson. Information is too abundantly found and consumers too savvy to rely on what one person says versus the opinion of the masses. For example, a salesperson in a store can try to convince you to purchase a dress by saying that it looks great on you. However, you can take a quick "selfie" in the dress room,post it on Facebook or Instagram get the opinions of your actual friends and family within minutes. The role of salesperson in many industries is becoming less of a seller and more of a facilitator of the transaction, making sure that the buying process is as pleasant and as quick as possible.

• #2 by Michelle Merida on 5/6/14 - 9:28 PM

  

  Technology is definitely causing a shift in consumer behavior. I consider myself to be a multichannel consumer. For example, this weekend I remodeled my room and before driving to a retail store and purchasing curtains I browsed sites such as Macys, Pier1, JCPenny, and even Amazon and ebay. I compared prices and read customer reviews but still drove to the actual retail store to make my final purchase. This was mainly because I wanted the product instantly and needed to make sure the color was perfect.
  I do not believe that MCC’s around the world are completely homogenous in their consumer behavior and purchasing evaluation process mainly because culture deeply impacts what the buyers value. I do, however, believe that the Internet is opening the door to a more informed consumer no matter where in the world they reside. I still believe marketers should focus and tailoring their marketing efforts on their target audiences but must realize that the Internet has provided them with a vast amount of additional engagement opportunities.

• #3 by Bonnie Strouse Sobrino on 5/6/14 - 10:22 PM

  

  The way consumers seek information on a product or service has evolved over time, especially with the rise in technology and Internet usage. Technological advancements such as these have created many opportunities, offering a plethora of options and virtually transforming the consumer shopping experience, giving rise to the multichannel consumer (MCC). Now, consumers can choose to visit a store, use a catalog or stay in the comfort of their own home to research products, compare features and make purchases. I utilize a variety of outlets and consider myself a multichannel consumer (MCC).
  
  Although MCC’s may utilize some of the same outlets to obtain information on products or services and they are seeking value from their investment, I believe that each shopping experience is unique and that no two experiences are exactly the same. Therefore, I don’t believe that MCC’s are homogenous around the world. I also believe that cultural factors impact a person’s perceptions, actions and behaviors, thus impacting their purchasing decisions. Cultural differences may affect the number of channels used, the time needed to make a purchase, the factors considered when making a comparison, the perception about a company over another, etc. For example, two people may use the Internet to research a product or service, but they can use completely different sources to obtain that information. A person who reads a favorable review may decide to purchase the product or service. Someone who obtains negative or false reviews may decide to pass on that product or service.
  
  The role of salespeople may not be as influential as seen in the past. Consumers, who once turned to salespeople for advice or information on a service or product, may choose another route to obtain that information. The Internet and technology has allowed people become more knowledgeable. It has allowed them to not only research specifications about a product, but has provided a new way of obtaining that information. In just a few seconds, someone can send a text message or use a social media site, such as Facebook, Twitter or Instagram, to receive advice on a company, product or service. An opinion of a friend or colleague may prove be more influential than that of a salesperson. Other means such as blogs, reviews and consumer reports can also provide information that a salesperson may not provide. I think it all depends on the consumer’s preferences and the channels that will provide them with the information they view as the most valuable.
  
  Although marketers can treat consumers in the same way, I don’t believe it is the most beneficial route. By disseminating the same messaging and treating all consumers in the same manner, marketers may miss out on catching the attention of consumers. This can ultimately prove to be a missed opportunity. By segmenting audiences and catering to the needs and cultural differences of consumers, I believe a company will reap the benefits while delivering the superior customer service value the consumer was seeking.
  
  Aside from cultural differences, macroenvironmental factors such as demographics, geographics and the physical/natural location, and microenvironmental factors, such as competition and collaboration, can be taken into consideration to better understand the customer shopping experience.

• #4 by Althia on 5/7/14 - 1:19 AM

  

  Technology has shape the way we do things, it has removed the boundaries, the unknown, the uncertainty, it saves on time, educates us, make us more aware, and it gives us options. I am from the Caribbean and through technology my shopping experiences have been made easier, it reaches across space, and saves on time. I have made purchases in countries that I am not able to afford the airfare, so yes I would consider myself a multichannel consumer (MCC).
  While the internet makes market accessible, no two persons actually shops the same, there are limitations in terms of the person disposable income, their tastes and preferences. Preferences maybe instilled by ones culture, taste influence by ones disposable income, there is one thing that can be said, and that is everyone loves a bargain and all wants to believe that they are getting value for their money.
  
  Technology is liken to the Pandora box for many people across the globe, destruction of instilled values. As people becomes aware, more educated they are curious about things and the operations of things, and as such are incline to experience, experiment and consume.

• #5 by Jacqueline Benigni on 5/7/14 - 9:58 AM

  

  What do you think? I agree with the articles, customer are making more informed decisions. They are not being led by sales people they are being led by other consumers.
  
  Do you consider yourself to be a MCC? I do, I do not purchase anything without checking different offers, reviews, and I do not purchase anything as soon as it comes out, I wait until post reviews to purchase an innovative item.
  
  Are MCC’s homogenous (similar) around the world or does their culture affect what they value? The culture affects their values, everyone around the world has different priorities and liking depending on your culture, your holidays, and location it will define what type of items you will buy and how to go about it.
  
  Do they make purchase decisions in the same manner? No, everyone goes through a different decision making process. It depends on what they are buying.
  
  Are salespeople influential in their decision making? No, reviews and other consumers feedback have more value. People are now depending on themselves to make educated purchasing decisions
  
  Would it be a mistake for marketers to treat them in the same manner? Yes, they have to look at what the trends are. Otherwise they are only targeting and influencing one part of the market
  
  What other factors may need to be taken into consideration? Gender, age, education level, and income.

• #6 by Lauren Adames on 5/7/14 - 12:08 PM

  

  I consider myself a Multichannel Consumer, or as I like to put it a 'Smart Shopper'. In this day in age it is almost barbaric not to research multiple outlets prior to making a purchase. Shoppers are now able to read consumer reports and decide based on other's experiences which is their best alternative.
  
  
  Regardless of culture, shoppers around the world can agree they are looking for the best quality item at the most affordable price. It can be said that MMC's are homogenous due to the fact we are all ultimately looking for the same things. MMC's are able to make purchase decisions based on consumer reports, and facts that are readily available online. If salespeople want to retain their consumers they must make alterations in their approach to selling their merchandise. Consumers today have many channels to seek through when looking for a product, so it would be in the salespeople's interest to be influenced by the consumer's decision making process.
  
  It would be a huge flaw on the marketer's part to treat all customers in the same manner because no one wants to feel as though they are average or unappreciated. Treating customers as though they are is important will show them that they are valued and they will then ultimately gain loyalty with the company.
  
  Marketers should also play the role as the consumer and seek out what the competition is doing in order to stay competitive in the market. It would be ignorant on the marketer's part not to acknowledge other companies are providing the same product or services at better deals.

• #7 by Mirtha Moncada on 5/7/14 - 1:47 PM

  

  Technology has definitely affected consumer behavior. With the help of technology we can find, compare and evaluate products in a matter of minutes. It allows us to make informed decisions. I do consider myself to be a MCC. We all live very busy lives and these allow us to save time; No one has time to go around shopping for best prices when you can do it without leaving your desk.Nowadays most companies offer low shipping and handling fees, or even no S & H charges. We live in a global economy and everyone is press for time, so I believe mostly everyone values time the same way we do. I do not believe sales people to be influential, specially around younger consumers. When a customer is ready to buy something, they do the research and head to the store and don't ask for suggestions; they just get what they were looking for based on the information collected. Marketers shouldn't treat all consumers the same way. Among other factor to consider for this differentiation is age, gender,economical status, location,subcultures, available products, markets, prices. At the end all consumers want one thing only: Best product for least money.

• #8 by Annalisa D. on 5/7/14 - 2:24 PM

  

  I think today many people will be considered a Multichannel Consumer. Why? Because many people use the internet be it elderly or youth. Many people are knowledgeable as to how to purchase and where to differentiate products based on their likes.
  
  Just like me. I consider myself an MCC because I have always been one who purchases off the internet. Also, I am part of a business where we source items on the internet that a customer wants and we look for the best prices.
  
  I think based on my experiences, MCC's are similar but different at the same time. They differentiate their items the same way, but their cultures do make it different for MCCs. Many cultures may vary based on the age of the individual, their price ranges, and so forth. Not everyone has the same buying power as another. Therefore, their purchase decisions are not the same.
  
  In this day, many people utilize the internet. Salespeople are not really of an opinion to the customers no more. Maybe, only for help. But they are really not the one who really influences the decision making anymore.
  
  For the marketers, this is a really great opportunity to target their customers. Everyone is on the internet!

• #9 by Danny on 5/7/14 - 4:16 PM

  

  I do not believe I'm totally a Multichannel Consumer even though I used lots of information gathered to assist in my decision making process by using todays technology. MCC's in my opinion are not homogenous due to cultural differences and beliefs around the world but I do believe no matter what the culture value is important and a big driver in the sense that it must be of superior value.
  Purchase decisions are similiar and take on comparable processes used by consumers in terms of looking for value at an expected level of quality. Sales persons do not have as much control or affect in the decision making process of consumers due to technology which offers the consumer to browse and find the answers they need to make their own decision hassle free.
  Marketers would be making a great mistake in treating MCC's in the traditional sense. They will have to be creative and innovative in dive into these new environments if they are to have in success in reaching and retaining customers. This new environment also makes it difficult to retain customer loyalty. The availability of social media, networks, forums and such afford the consumer a huge upper hand in getting input and feedback on products and service. This is where I believe managing processes plays a tremendous role in executing the deliverance of superior value and service to customers.
  Due to the speed and availabilty of technology and the ability to view thousands of products in a short time, whomever is dealing with the transaction of the sales must manage the process to assure a pleasant and speedy experience for the customers.

• #10 by Jeffrey Cotton on 5/7/14 - 5:52 PM

  

  Yes, I consider myself to be a MCC. I have developed specific multichannel research habits when I am in search of a desired product or service. I especially research restaurants using several methods of data triangulation (Tripadvisor, Yelp, Urban Kitchen, Dirty Dinning app, etc.) before making a final decision to eat at a new establishment. I also believe that other customers are the most influential in my decision making process as I read the reviews for both products and restaurants. I believe that MCCs are probably not similar around the world as different cultures do influence different values and what people find valuable in their purchases.

• #11 by Dr. Suri Weisfeld-Spolter on 5/7/14 - 6:12 PM

  

  Magali, you make some great points. Your changed role as a realtor, where your clients now guide you instead of you providing them with information is very interesting and in line with the literature on Multichannel consumers. Further, your comment that all consumers are seeking superior customer value is well put and is at the heart of marketing. Thank you for sharing your thoughts via an interesting and well-written post.

• #12 by maria luisa braga on 5/7/14 - 6:18 PM

  

  Marketplace is considered to be an outdated term; now with globalization the transactions happen in a market scape, once companies are competing not just against the local market, but the global market. With the help of technology, customers have access to all kinds of information. I believe that MCC tendency is going to grow even more during the years, people want the have the best product/service for at the lowest cost, and what better way to compare all products available out there?
  Cultural differences definitely make a difference between MCC, once some cultures have the habit of trying to bargain prices more than others.
  Companies should worry even more about delivering superior customer value once the market is becoming more and more competitive. If companies are focused on deliver superior customer value and are market and customer driven, even inside the highly competitive market they can still succeed.

• #13 by Dr. Suri Weisfeld-Spolter on 5/7/14 - 6:24 PM

  

  Michelle, thank you for your thoughtful post. Your example of searching online, but making the final purchase in the retail store is a great illustration of how consumers use the internet as a searching tool, and at the same time of why they may ultimately purchase a product in the retail store. Reasons like the ability to feel, see and touch the product, as well as the ability to purchase it instantaneously are among the common reasons that consumers often cite as reasons for purchasing in a brick and mortar as opposed to online. You also correctly point out that culture affects what we value. Great point that marketers need to recognize the opportunities of the internet to reach consumers and provide them with information, and also to target their messages to their audiences.

• #14 by Dr. Suri Weisfeld-Spolter on 5/7/14 - 6:31 PM

  

  Bonnie, great summary of multichannel consumer behavior. I also agree with you that culture can impact the number of channels used, the factors considered when making a comparison, and probably also the use and impact of eWOM. The increase of knowledge that consumers now have due to the internet is a topic that is receiving much attention recently, especially as it pertains to the perceived knowledge of the salesperson. Great post, and thank you for sharing your well-put opinions and thoughts.

• #15 by Sheila Mori on 5/7/14 - 6:43 PM

  

  In my opinion, I believe consumers around the globe are indeed transforming into educated consumers. Consumers tend to search the reviews of other shoppers they don't even know in order to get information about products of their interest.
  
  Personally, I do consider myself a MCC. I tend to do my research on any product I think of purchasing. I value convenience, and shopping online, I search for coupon codes and offers and try to advantage of free shipping and handling offers as well.
  
  I believe MCC are homogeneous around the world, culture does not interrupt the benefits the consumers seeks for such as convenience.
  
  In regards to salespeople, personally, this is one of the reasons I prefer shopping online and read the reviews of actual shoppers and like this avoid the annoyance of a salesperson that makes the effort to be influential on my decision simply because they are trying to meet a sales goal.

• #16 by Eung Min Han on 5/7/14 - 11:22 PM

  

  Definitely I am a MCC and think MCC's culture affects their value, especially in assessment of the products. But, MCC is not always similar around the world. If a product's quality is excellent, most of the MCC has nearly similar assessment. IF not, the result are diversely deducted. So, salespeople has to make specialized manner to MCC. Actually current trend for purchasing product starts at the research through on-line. This trend forms specialized purchasing culture such as accurate assessment of product, quick diffusion of quality assessment. Finally, though not 100%, MCC significantly influences to converging and diverging global consumer culture.

• #17 by Ameshia hardy on 5/8/14 - 11:41 AM

  

  I consider myself as a MCC because I utilize different social media sites and technology to decide on products and services before I make a purchase. Knowledge and information is easily shared between different cultures and ethnicities through globalization. Companies must aim to leverage diversity in their work place in order to gain insight on the perceptions of different cultures. This will help them reach a wide variety of consumers and gain customer loyalty. It would be a mistake for marketers to treat all MCC’s the same because people from different backgrounds place different value on products and services worldwide. Therefore, marketing strategies should aim to connect to different cultures and ethnicities in order to survive in the market. Technology has forced marketers to become more creative and inclusive of different races. Technology has provided more choices which are focused on the improvement of customer service.

• #18 by Marcia McNeil on 5/8/14 - 5:31 PM

  

  What do you think?
  I have enjoyed reading this article regarding Multichannel Consumers around the world. I think the article is very informative regarding how consumers more than ever are utilizing the web for finding out about products before shopping in stores.
  Do you consider yourself to be a MCC?
  I do consider myself to be a Multichannel Consumer since I love to do my research on the web before I go shopping. It is such a great way to shop at my own convenience instead of going into the stores to deal with the hassle. Most people are tired of the long lines and finding parking among other things. You can order products in different colors and sizes more frequently than in the stores. I also think you have the privilege of finding more choices online.
  Are MCC’s homogenous (similar) around the world or does their culture affect what they value?
  I believe that Multichannel Consumers around the world are in fact similar but culturally different in the way they do things, comparing to the culture in the US. I also, believe that multichannel consumers are in fact more loyal because they are much better informed. Macy’s is known to be one of the biggest retail stores in the U.S. They have more knowledge of the products they carry along with enough information at consumer’s fingertips so that they can access shopping information on the web as they please.
  Do they make purchase decisions in the same manner?
  I do not believe that Macy’s make their purchase decisions in the same manner and the reason is that everyone makes different decisions when it comes to purchasing. Everyone does not think the same. Also, we have to consider each other’s cultural values as it relates to their decision making process.
  Are salespeople influential in their decision making?
  I believe that salespeople are influential in Macy’s decision making processes. I also believe that they do vary with each decision that is made. Decision making is one of the most major factors that can influence a customer. As a salesperson, your job is to really demonstrate what is good for the customer whether it is by offering discounts, explaining how good the product is and why they have made the right decision to purchase that particular product. This way, customers can get more for their money and inform others about the product so that they too can make a purchase. At the end of the day your customer will leave happily knowing that they have made the right decision about the product they just purchased. Again, Salespeople are influential in their decision making because when they want to purchase something, their decision depends on whether or not they have the money to purchase the product, what credit card they will be using, will they be using cash, or debit card etc. Also, your personal desires may influence your decision about paying for that particular item.
  Would it be a mistake for marketers to treat them in the same manner?
  It would be a mistake because the customer is always right. You must treat your consumers in the same way in which you would want them do to you. When you take care of your consumers, they will always come back.
  What other factors may need to be taken into consideration?
  Other factors that may need to be taken into consideration for me would be getting positive feedback from the consumer’s and their buying experiences. Feedback is important since it will help to improve on areas that were not up to par or the consumer’s standards.

• #19 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 5:54 PM

  

  Althia, thank you for your post. You are correct that technology has removed distance boundaries that previously existed. Good point also on individual differences regarding income, tastes and preferences that are influenced by ones culture.

• #20 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 5:57 PM

  

  Jacqueline, great point about the reversal of roles that is taking place between knowledgeable consumers and salespeople, whereby the salespeople are now being led by these knowledgeable consumers. You also bring up an interesting point regarding not purchasing new things until reading other peoples reviews and comments. Thank you for sharing your thoughts.

• #21 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:01 PM

  

  Lauren, your analogy of the MCC to a ‘smart shopper’ is great! Interesting comment that MCC’s are homogenous due to the fact all consumers seek value. Thank you for your post and for sharing your thoughts.

• #22 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:05 PM

  

  Mirtha, excellent point that technology allows consumers to make more informed decisions. It appears that you do not think that salespeople play an important role. Keep in mind though that some of the information that we are exposed to may be incorrect, and the salesperson can clarify or elaborate on confusing information that we may find in our online search. Your factors for segmentation are also very appropriate. Thank you for sharing your thoughts.

• #23 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:22 PM

  

  Annalisa, you are correct that MCC’s can be people of all ages. Great point as well regarding that it is imperative that marketers understand how we use the internet to search for information so that they can provide us with the necessary information we are seeking and encourage the sale, whether it be in the store or online. Thank you for your interesting post.

• #24 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:25 PM

  

  Danny, interesting that you do not consider yourself to be a MCC. Excellent point that it would be a mistake for marketers to treat MCC’s as traditional consumers. And, I agree that todays environment makes it difficult to create customer loyalty, and that ensuring a positive experience in the sale is a must. Thank you for sharing your thoughts and for your interesting post.

• #25 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:29 PM

  

  Jeffrey, great point that different products and categories may require differing amounts and types of search. I also like your method of triangulation for researching restaurants. The role and persuasiveness of fellow customers word of mouth (WOM) whether it be online or face to face (as opposed to traditional advertising) in being influential in your decision making applies to many people. Great post! And thank you for sharing your thoughts.

• #26 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:32 PM

  

  Maria Luisa, I agree with you that more and more people will become MCC’s as time goes on. I teach consumer behavior, and expect that in the near future, when we talk about a consumer, we will in fact be talking about a MCC. You also make an excellent point that in all environments, especially those that are competitive, if companies want to be successful, they need to be focused on delivering superior customer value and be customer driven. Thank you for your interesting post.

• #27 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:38 PM

  

  Sheila, I agree with you that consumers around the world are more informed than ever before. And, eWOM from people that we do not know is heavily relied on and influences our purchases. Interesting point that one of the reasons you like to shop online is to avoid the salesperson who may be pushy. You also make a good point that gender, age, education and income may influence MCC purchase behavior. Thank you for sharing your thoughts and for your interesting post.

• #28 by Dr. Suri Weisfeld-Spolter on 5/8/14 - 6:39 PM

  

  Eung Min, you make a good point that MCC’s may not all be similar around the world, and as such, certain cultures may be more receptive and influenced by the salesperson. You are also correct that the research done online is part of the buying process, and provides an opportunity for marketers to reach and influence their customers. Thank you for your post.

• #29 by Kalenda Anglen on 5/9/14 - 1:31 PM

  

  The internet has opened the gateway to information. Consumers have answers to questions regarding products at their fingertips all of the time. I consider myself a multichannel consumer. Prior to purchasing items I will conduct my research on the internet. Smartphones have made it so easy to compare prices on an item even when you are in a brick and mortar establishment. There are certain items that I do prefer to purchase in the store and not online.
  The concept of an MCC is homogenous around the world because companies market to consumers through various channels. The difference is the way in which they market the items. A company will need to consider the consumer and the cultural background when executing their marketing pieces. People do not make purchase decisions in the same manner. Everyone has a different process in how they come to a decision. Salespeople can be influential in the decision making process. A salesperson will be able to explain the product and the benefits. This helps the consumer who does not have the time to read or research about the products. If the consumer has a question the salesperson would be able to assist with the answer, which may help them to make a decision.
  Marketers should not treat people of various cultures the same. Things that are accepted in one culture maybe considered offensive in another culture. Marketers should take the time to research the area and thoroughly understand the values and traditions within the culture.

• #30 by Luchi Morla on 5/9/14 - 2:12 PM

  

  Enjoy the article it was interested and entertains, in today society Consumer are more Technology oriented than before. Therefore Consumer rather performing their researches from their comfort of their home and make their purchases online, the products are cheaper and they have more options in products quality and prices. I don't consider myself as a totally a Multichannel Consumer, even though I do many researches before I make my decisions. For example, when is the time to purchase my books I research and explore every website that may have the books cheaper? It is almost impossible for consumer to make their decision in the same manner since there are different type consumers and cultures and. I definitely believe that the sales person is extremely influential in decision making, the sale person is presenting the product to the consumer it depend on the way the sales person present the product to the consumer to make their decisions. It is a mistake for marketers to treat consumer different, all consumer are valuable.

• #31 by Jessica on 5/9/14 - 4:26 PM

  

  Things have changed overtime when it comes to purchasing a product because of how technology has advanced. There are so many options to choose from now and different ways of purchasing. You can go to the retail store to investigate the product and make your purchase or you can research and purchase via the World Wide Web right from home and receive it right at your doorstep. I’m definitely an MCC, I research all the information on a product I need using a variety of channels. I don’t believe that MCC’s are homogenous worldwide because people shop differently. They may use some of the same channels but the differences in culture influence shopping decisions. Also, some shoppers have budgets that they need to work their purchase around.
  Salespeople do not influence my purchase decision. I rather read the opinions on people who previously purchased the product. I think the same goes for consumers, there are so many other ways of getting all the information about a product.
  I think it would be a mistake for marketers to treat consumers in the same manner because they are all different so if you only attract one type of consumer you miss out on potential consumers. That’s why is so important to segment your target audience so that you know learn to attract all the different consumers based on their interests, desires, and culture. Other factors that should be taken under consideration are: Age. Gender, income, education level, markets, prices, and consumer reviews.

• #32 by Dr. Suri Weisfeld-Spolter on 5/9/14 - 5:22 PM

  

  Ameshia, good point that technology has enabled the ease of sharing information globally, has provided more choices to companies and consumers and can be used to improve customer service and help target each segment of a company uniquely. Thank you for your interesting post and for sharing your thoughts.

• #33 by Dr. Suri Weisfeld-Spolter on 5/9/14 - 5:24 PM

  

  Marcia, I am glad you enjoyed reading the blog. Great point that MCC’s around the world may be similar in certain aspects, and different in others. Thank you for sharing your thoughts and for your interesting post.

• #34 by Dr. Suri Weisfeld-Spolter on 5/9/14 - 5:28 PM

  

  Kalenda, you bring up a great point on the prevalence of smartphones being used for searching and comparing information even when shopping in the actual brick and mortar store. You also bring up a good point that a salesperson can explain the products and benefits to non-MCC’s, and also answer questions that MCC’s may have. Finally, your comment that marketers should take the time to research and thoroughly understand the values and traditions within each culture is completely accurate. Thank you for your interesting post and for sharing your thoughts.

• #35 by Stephanie Briscoe on 5/9/14 - 9:37 PM

  

  I am most definitely a MCC.Before purchasing any of my electronic devices or home and bedding products, I cruise the web to get the best views on the products and sells. I believe their are some cultures biases, besides I was the same way. I doubted the reviews of the products online and I felt the product will not be of good quality. I was a traditional buyer that needed to feel and touch the product. Furthermore, I needed the tangible and intangible experience from the sales person before buying the product. As I progressed in the MCC customer, I no longer needed the sales person or the customer service. I would surf the internet and look at different websites to make my purchase. Also, if I did not feel satisfied about the price online I would go into the store, not requiring help from the sale person. Because my decision was predetermined and I am ready to purchase.
  Marketers should understand the bias of different cultures and a relate a strategy plan to gravity toward them. Every customer, target market and cultures are going to have different values, views and beliefs but it is the company to reach them at every aspect. In saying I do not think it would be a mistake. For, example a marketer will not target generation x with the same advertisement as they would for Baby boomers.
  
  The diverging global consumer should be marketed In away that would relate to their culture and needs and wants. Being they are a customer who wants to receive the best product within a good price range. In order for the company or marketer to gain that global customer they should include them in the advisement so it can relate to them personally. Send out customer surveys to the global customer to get a better perspective on why they have a bias view of retailer's online. Furthermore, build a relationship with your global market in which your brand will build customer loyalty.

• #36 by Sasha Campbell on 5/10/14 - 11:02 AM

  

  I strongly believe that in today’s day and age, we are continually being exposed to technology, which affects all aspects of our daily lives . And stronly believe that it influences our culture, changing our expectations, values and realities. Culture definitely affects what people values but it always comes back to effieciency, advancement and staying ahead.
  
  Salespeople have learned how to sell people on not only their ideas, but the ideas of others to increase their buying power. Most experienced salespeople talk in terms of how their idea will benefit the customer in his or her current situation. It is true that as technology and the internet advances we depend less on actual salespeople, but I believe that companies have foud away to be salespeople with creating a demand for their products without using traditional methods.

• #37 by Coyia Chandler on 5/10/14 - 4:05 PM

  

  Technology and the internet have definitely played a major role in the growing number of MCCs. I would consider myself to be a MCC. I often use the internet for purchasing and comparing goods. I recently used Target.com to see which location(s) I could find curtains that I had previously seen in a different Target. The information provided to individuals via the internet is so vast now that it’s becoming more common to expect consumers to hold a certain level of knowledge regarding purchases they plan to make. Culture will always affect consumer behavior, but MCC’s are homogeneous because they are using similar methods to attain a certain level of information about whatever it is they wish to consume. While what we value as individuals may differ, if we are MCCs we are similar because we are using outlets to gather information in hopes of making a more informed purchasing decision. Salespeople play an integral role in consumers’ decision making. While some salespeople may not be influential to consumers’ decision making they should be. While I think it would not be a mistake for marketers to treat MCCs in the same manner, they should always strive to create value for the consumers.

• #38 by Jesus R. Guerrero on 5/10/14 - 10:45 PM

  

  I am one of the people that think technology plays a big factor on how people purchase products in today's market. MCC's are used more frequently now due to the advancement in technology and will only continue to grow as time passes by. I consider myself to be a MCC because I will browse through multiple channels before I make a purchase. I think MCC's are different around the world due to the difference in economies around the globe. The United States is one of the few countries who has the buying power to sell many products while other countries are still in the developmental stages. Sales people still have influence in today's economy depending on the products in which they are trying to sell. If people see a product which catches their eye and are given a good sales pitch, they are bound to buy it, the situation and the salesperson involved play a big part in the product's success. The people marketing the products being sold need to have their sales people in tune with the task at hand and need to give their sales people power to make good enough sales in order to meet the quota at hand. If the sales people are in tune with what they are selling, the product has a good chance of succeeding. Products in today's economy have success based on the marketing strategy and the audience which is being targeted. If these two factors are being thoroughly scouted, then the marketing team involved has a good chance of being successful with the product being sold to the people

• #39 by Juliet Serabian on 5/11/14 - 6:07 PM

  

  What do you think?
  -The internet gives people from all over the world the ability to gain more knowledge and information on products and services, that they might not have been able to research previously.
  I do consider myself to be a MCC; I find it easier to buy certain things in stores, such as clothing. Although I do like to do other research online for cheaper prices before I go in stores and after. Clothing is such a hard item to buy without trying it on, although when I do find something I like, I remember the size and sometimes can find it for a cheaper price online. Being an MCC also allows you to read reviews from other consumers, which plays a key role in the way I buy. I think without the online market it would be harder to receive other MCC's views, perspective, and experiences.
  I believe that MCC's are homogenous occasionally, culture can certainly affect what consumers value because of Price and needs.
  I believe making a purchase all has to do with access to being able to shop in stores and online. Making decisions in the same manner depends on the needs of the individuals, and the again the access.
  I do feel like marketers need to change their marketing plan and course of action and advertisement per consumer based on sex, nationality, origin, and economic status. Not everyone appeals to the same types of things, or maybe they do but it is all in the way the product is marketed because advertisements can be offensive to one type of person and not to another. So yes, I do believe marketers need to change their course of action per individuals.

• #40 by Adriana Gioia on 5/11/14 - 8:48 PM

  

  I think that technology has a lot to do with consumer behavior, nowadays, people do a lot of research before choosing what they what to buy. I do consider myself a multichannel consumer, before buying, I research through the stores and websites I know have the item I want. After researching for the most convenient product and location, is when I decide what and where to buy.
  
  I do not consider that MCC’s around the world are homogenous, instead I believe that the consumer’s culture affects what they value, making them to take decisions in different ways.
  
  Since the Internet provides consumers a lot of information, from either good or bad different experiences, I do not think that marketers would be making a mistake marketing a product in the same manner to everyone, I think that the most important factor for a marketer is to know who their target is in order to approach them in the right way.

• #41 by Dr. Suri Weisfeld-Spolter on 5/11/14 - 9:56 PM

  

  Luchi, glad you enjoyed the article. Thank you for your post.

• #42 by Dr. Suri Weisfeld-Spolter on 5/11/14 - 10:01 PM

  

  Jessica, you bring up a great challenge that faces many retailers- we have so many options of where and how we can buy products, and retailers have to understand how we use each channel so that they can influence our purchase intention and behavior. You also bring up a good point that though MCC’s around the world may use the same channels, cultural differences can influence their shopping decisions and purchasing behavior. Great point on the importance of segmenting the market and also on the persuasiveness of eWOM and WOM. Thank you for sharing your thoughts and for your post.

• #43 by Melissa Lynch on 5/11/14 - 10:04 PM

  

  Do you consider yourself to be a MCC?
  Yes, I consider myself to be an MCC sometimes. If I am looking for a new product or something involving health supplements or food I thoroughly review many different online websites and reviews. However, if it is a product that I have purchased before or from a company that I have purchased with before I maintain my brand loyalty and don't conduct research.
  
  Are MCC’s homogenous (similar) around the world or does their culture affect what they value? Do they make purchase decisions in the same manner?
  I feel that MCC's are similar, but they are not all the same. I feel as if culture can influence consumers more in some countries than others. For example, some cultures place a high respect on valuing the opinions of their elders and families. Their insight can effect their purchase more than websites or online reviews.
  
  Are salespeople influential in their decision making?
  In these cultures that place a high premium on opinions of their elders and family, no salespeople will not be influential. However, salespeople can be influential for some consumers looking for more information on the product they want to purchase.
  
  Would it be a mistake for marketers to treat them in the same manner?
  Yes it would be. Salespeople should try not to push these people into a sales as they may become irritated.

• #44 by Dr. Suri Weisfeld-Spolter on 5/11/14 - 10:06 PM

  

  Stephanie, thank you for sharing your transition to MCC behavior. Excellent point about going to the retail store with the intention to buy and hence not needing any help from the salesperson. Great point on the importance of marketers understanding the values, views and beliefs of different cultures. I also liked your idea of using surveys to help to better understand the situation. Thank you for your thoughtful post.

• #45 by Dr. Suri Weisfeld-Spolter on 5/11/14 - 10:09 PM

  

  Sasha, I agree with you that technology has affected our daily lives and heavily influenced our expectations. You also bring up a good point about the challenge that face salespeople, who are dealing with smarter, more knowledgeable consumers. Thank you for your post and for sharing your thoughts.

• #46 by Dr. Suri Weisfeld-Spolter on 5/11/14 - 10:12 PM

  

  Coyia, you are correct that technology and the Internet have surged the MCC. Good point that while culture will always affect consumer behavior, MCC’s may still be homogeneous in how they use similar methods to attain product information. Finally, you are correct that at the heart of marketing is delivering value to customers, including MCC’s. Thank you for your interesting post.

• #47 by Dr. Suri Weisfeld-Spolter on 5/11/14 - 10:15 PM

  

  Jesus, I agree with you that technology plays a big factor in today’s markets and has changed the way that we make purchases. Further, MCC's are definitely on the rise, both in the US and around the world. Thank you for sharing your post and for your interesting thoughts.

• #48 by Rajaa Amir on 5/12/14 - 1:27 PM

  

  I am definitely a MCC. When purchasing something big I like to conduct the proper research and look at the best platforms in regards to buying the item. In my opinion, I believe that cultures do play a heavy role on what it is that they value and because of that MCC’s are different throughout the world. Something that may be valued more to purchase in one culture may not be even a consideration of something to purchase in another. I do however think that purchase decisions are similar on the type of research that is performed in order to obtain the item that the consumer is getting.
  When it comes to salespeople influencing decision I think it comes down to their tactics. If the salesman has built a type of relationship with the consumer they may have a heavier influence on having the customer purchase with them instead. I think marketers should focus more on the general audience of the product and what the audience is looking for.

• #49 by erika collante on 5/12/14 - 10:02 PM

  

  I do consider myself a multichannel customer, but not to the extreme. I enjoy researching about different products and brands when I want to buy something especially if it’s an item of great value. Two years ago I decided to buy my own car and I research on the Toyota website, Nissan, Car Max; looking for information about the feature of the cars and also the prices. Last month I bought a mattress, and before I made the decision I research about the features, the pros and cons of both hybrid mattresses and memory foam mattresses.
  In my personal opinion, I think that culture affects the way multichannel customers think and based their decisions on. Sales associates are very influential in the decision making of customers, if a sales associate is knowledgeable about the product and has the right charisma and is able to analyze the customer and help him find what he is looking for he will successfully influence on the customer’s decision to buy.

• #50 by Dr. Suri Weisfeld-Spolter on 5/13/14 - 5:24 PM

  

  Juliet, thank you for your post. Good point that despite the information that is available online, clothing is a hard item to buy without trying on. And yet, once you know what you like, you can shop online to find the best deal. You are correct that a benefit of being an MCC is the opportunity to read reviews from other consumers. Thank you for sharing your thoughts.

• #51 by Dr. Suri Weisfeld-Spolter on 5/13/14 - 5:27 PM

  

  Adriana, you describe the multichannel consumer well, particularly regarding the prepurchase online search, before deciding what to buy. Good point that consumer’s culture affects what they value. Thank you for your post and for sharing your thoughts.

• #52 by Dr. Suri Weisfeld-Spolter on 5/13/14 - 5:30 PM

  

  Melissa, you make a great point regarding prior experience and brand loyalty affecting your multichannel search behavior. Good point too that while MCC's may be similar, they are not all exactly the same nor do they have the same values and that culture can very much affect the persuasiveness and trust in the salesperson. Thank you for you thoughtful post.

• #53 by Dr. Suri Weisfeld-Spolter on 5/13/14 - 5:32 PM

  

  Rajaa, thank you for your post. Good point that culture affects what we value, and yet, perhaps our search behavior may be similar across cultures, particularly for MCC’s. Good point too regarding the different sales tactics that salespeople can use, like for example adaptive selling methods to influence the consumer. Thank you for sharing your thoughts.

• #54 by Dr. Suri Weisfeld-Spolter on 5/13/14 - 5:35 PM

  

  Erika, you make an interesting point that you enjoy the research process. In other words, the search provides you with some hedonic value, rather than being purely utilitarian in aiding you in finding the best product. Good point that if a sales associate is knowledgeable about the product and has the right charisma, he/she can be influential in persuading the consumer to buy. Thank you for your post and for sharing your thoughts.

• #55 by David Clayton on 5/19/14 - 1:06 PM

  

  The multilink global market that consumers operate in eliminates the single route consumer channel. Furthermore, if consumers are presented with effective information in selecting the best product or service that meets their needs, culture play little bearing on their decision. A more in depth analysis of the emerging trend would conclude that culture would play critical role due to its influential nature. This new trend of utilizing all consumer channels has become the norm rather than the exception. Additionally, the ramifications of the global recession drove societies around the world to conform to effective means of transacting business.

• #56 by Jennifer L on 5/21/14 - 12:25 AM

  

  Technology has been rapidly changing and expanding in every field imaginable. The way consumer research information on a product and use a variety of different outlets to purchase these product makes an easier shopping experience for customers. I consider myself to be a multichannel consumer. I make purchase off the internet all the time. When leasing my vehicle this year I research different website trying to find the best price on my lease. Consumers are able to read negative comments on product customer report before purchasing a product. Consumers have the power to decide if they will go forward with the purchase after reading the reviews on the specified product. I believe sale people that have charisma have the power persuade a customer opinion towards the way they field on a specified product.

• #57 by Llanissa Lee on 5/21/14 - 3:58 PM

  

  I do believe that the way in which consumers shop in this day in age has changed and has impacted the way companies do business. We see this more and more as certain companies offer discounts for their online products versus products sold in stores. With applications readily available on customers’ smartphones shopping has never been more convenient. Consumers can now purchase an item at the touch of a button.
  Customers have become increasingly knowledgeable, which pushes companies to work harder in satisfying customer demands. Consumers can easily read comments and watch tutorials on the product before purchasing. Meaning customers are making a more informed decision before buying. Decreasing the chances of an impulse buy.
  One’s culture can affect what is considered valuable; therefore it is possible for it be mistake for Marketers to treat consumers in the same manner.

• #58 by Rob Wild on 5/21/14 - 4:41 PM

  

  Multichannel consumers have held influential purchasing power through both profitable years of economic growth, and years of depressing recession. However, no matter how much purchasing knowledge a customer may attain it still doesn't hold enough power to influence the change a declining market. What this does is question the true power of informational accessibility in places like the internet. There's so much informational pollution that lack of education in our society has allowed uncredible sources to deliver inaccurate information. When this occurs, as it has for many years, it gives society the impression that they're more knowledgeable when making purchasing. However, if they acquire inaccurate information their purchasing power may actually decrease, creating less cost effective methods of investing ones time and money. Therefore, it's vital to understand that information isn't the source of an intelligent consumer. Common sense and understanding are components that influence true purchasing power. With that said, it's hard to disagree with the idea that effectiveness of "MCC's" vary with the educational level of every country one encounters. I'd like to consider myself an MCC. However, one couldn't truly justify the description unless their purchasing facets are multilateral. This would mean that a person lacked dependency of one facet versus another. Therefore, anyone who ever reads about an item and purchases that item from the internet can also be labelled a Multichannel Consumer.

• #59 by Daniel Freire Bucceroni on 6/4/14 - 5:33 PM

  

  The Multichannel Consumer tendency altered the way customers and companies develop a relationship. Customers have now much more sources of information about products and services before purchasing it (especially if customers are part of the Millennial Generation – the ones born from 1994 to present – who grew up in the digital era). So, the companies have to be focused in delivering value by knowing exactly their customers’ needs and wants. And also, companies have to be aware that their means of communication with their customers are not the same that it used to be. Information about products and services have to be clearly disclosed and available in the Internet, because the web is probably the first source of information that customers will have before a purchase.
  In this scenario, the salespeople has an important role of being in touch with customers to extract most important insights about what they expect from the company.
  Of course, there are differences among cultures, and probably in developed countries the tendency of being Multichannel is moving faster than in developing nations. However, this movement cannot be ignored, because it will impact the future of the organization.

• #60 by Pat Filippelli on 11/27/16 - 3:19 AM

  

  Does your company aim to have a presence on many channels or a few specific channels? Why is this strategy appropriate for your business?