Rosa Arnone

Abstract

Since the advent of the digital marketplace, marketing techniques to reach consumers have shifted. Traditional media and demographic analysis are no longer the only means for brands reaching consumers. Marketing has now taken an omnichannel approach. This study examined the relationship between the omnichannel consumer, the consumer benefits sought online versus in brick and mortar, and the modern marketer’s approach to omnichannel marketing. It outlines a psychographic and demographic profile of today’s omnichannel consumer, which will ultimately create a more detailed profile for businesses to market across integrated channels ultimately delivering a hybrid consumer experience (HCE). Findings in this study include cluster analyses related to consumer benefits sought and demographics as well as correlations between psychographic profiling data and demographics.

Library of Congress Subject Headings

Consumer profiling; Consumer behavior--Research; Internet marketing

Publication Date

8-12-2017

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Andrea Hickerson

Advisor/Committee Member

Grant Cos

Advisor/Committee Member

Rudy Pugliese

Comments

Physical copy available from RIT's Wallace Library at HF5415.32 .A76 2017

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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