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Because the revenues from online sales continued to grow significantly researchers identified various kinds of online customers, Rohm & Swaninathan 7 recognized 4 classes and named them “convenience buyers, variety seekers, balanced buyers, and store-oriented customers”.
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They targeted on shopping motivations and found that the number of products out there and the perceived convenience of the shopping for online experience were significant motivating components. On-line procuring has come alongside manner since these early days and -in the UK- accounts for significant percents (relying on product class as percentages can fluctuate).