Σύγκριση παραδοσιακού - ψηφιακού μάρκετινγκ και πως αυτά έχουν επηρεάσει διαχρονικά την αγοραστική συμπεριφορά των καταναλωτών
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Abstract
This thesis examines the comparison between traditional marketing and digital marketing and how each influences consumer purchasing behavior. To facilitate this comparison, in addition to the theoretical background that was studied, a survey was conducted. Specifically, an 18-question questionnaire was created, with questions categorized as general, behavioral, comparative, and demographic. This questionnaire was completed by a total of 148 respondents, providing insights into both digital and traditional marketing.
Regarding digital marketing, findings indicate that with the rise of technology and online shopping, digital marketing appears to have an advantage, offering significant benefits to consumers such as immediate interaction, speed, and ease of access to products and services through the internet.
On the other hand, traditional marketing appears to hold value among older age groups, who appreciate the physical interaction with products, either due to limited familiarity with online shopping or feelings of insecurity about it. This thesis analyzes both the advantages and disadvantages of each approach, emphasizing that an effective business strategy often consists of a combination of the two.
In conclusion, this master’s thesis highlights that while digital marketing excels in adaptability and global reach, traditional marketing remains essential for targeting specific consumer segments.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
76Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα