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The Significance of Local B2C Shopping to Germans in the Age of Digitalization

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  • Katharina Sperry

    (University of Salford)

Abstract

Online sales dominate research on sales methods. Yet, despite the prominence of internet shopping and large retail chains, only 15% of Germany’s non-food sales occur online, while 75% of Germans favour shopping at local, owner-managed stores. This study explored motivations and customer attitudes towards these stores, going beyond prior research on economic and community factors. Mayring’s content analysis revealed that convenience, trustworthiness, sensory experiences, and product variety are key to customers’ preferences for local stores. Personal involvement and sensory input also correlate with the desire to visit these businesses. Trust emerged as a major factor in frequent visits to owner-managed enterprises. However, the thematic analysis highlighted that while customers appreciate the personal touch of these stores, in-store interactions can sometimes create discomfort or pressure. This research challenges existing theories and offers insights into consumer behaviour in small, local businesses.

Suggested Citation

  • Katharina Sperry, 2025. "The Significance of Local B2C Shopping to Germans in the Age of Digitalization," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business,, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-89806-8_5
    DOI: 10.1007/978-3-031-89806-8_5
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