Influence of Buying Habits Regarding Sports Marketing

Abstract

With consumers as the drivers of continuous changers in the industry, decision-making has become extremely complex than ever. Every day, retailers are facing variety of difficult queries regarding the best course of action for their day to day businesses. Uncertainty became an important aspect of the retail business industry. Digitalization denotes continuous transformation need and importance for the retail sector. Based on previous research, the study simplifies how digitalization transforms these factors and identifies implications and proposals for the future study. Digitalization changes the following: the nature of retail offerings - blurred distinctions between products and services, what constitutes the actual offering and how it is priced; retail settings - where and when retailing takes place ; and the factors who participate in retailing -retailers and consumers. The current transformation created challenges in research, where it demands sensitivity to development over time. This paper insists on significant and continuous transformation of retail sector and develops a framework that guides future research and aid retailers in analyzing retail sector’s current transformation due to digitalization.