Abstract:

This article looks at how retailers can use the social network of shoppers, to counter the decline in physical retail. In this context, it is shown how digital media influences the decision-making behavior with respect to the shopper’s brand of choice and place of purchase. This article focuses on the point-of-sale with regard to consumerpackaged goods (CPG). In their analysis, the authors refer to secondary data and literature to perform a meta-analysis of the buying behavior of consumers.

Consumers and shoppers are examined in terms of the mutual dependence of their brand choice and decision-making processes (Fig. 1). In this regard, in particular, the value drivers: trust, involvement, price, and commitment are focused on and their mutual relationships are highlighted.