Editing Consumer behaviour (section)

=== Channel-switching ===
[[File:Inside a new officeworks store.jpg|thumb|right|The advent of "category killers", such as Australia's Officeworks, has contributed to an increase in channel switching behaviour.]]

Channel-switching (not to be confused with zapping or channel surfing on TV) is the action of consumers switching to a different purchasing environment (or distribution channel) to purchase goods, such as switching from brick-and-mortar stores to the internet.<ref name=":4">{{cite web|url=https://mospace.umsystem.edu/xmlui/bitstream/handle/10355/5598/research.pdf|title=Explaining Consumers' Channel-Switching Behavior Using the Theory of Planned Behavior}}</ref> A major reason for this channel switching behaviour is the convenience that online shopping provides for consumers. Consumers can shop online at any hour of the day, without having to drive, travel or walk to a physical store, and browse for as little or as much time as they please. The additional lure of 'online only' deals and discounts helps enforce a consumer's preference to shop online. Other factors for this shift are the globalisation of markets, the advent of [[category killer]]s (such as [[Officeworks]] and [[Kids 'R Us]]) as well as changes in the legal regulatory environment. For instance, in Australia and New Zealand, following a relaxation of laws prohibiting supermarkets from selling therapeutic goods, consumers are gradually switching away from pharmacies and towards supermarkets for the purchase of minor analgesics, cough and cold preparations and complementary medicines such as vitamins and herbal remedies.<ref>Roy Morgan Research, "How Vital are Vitamins:, Research Finding No. 5503, Media Release, 14 March 2014 online: http://roymorgan.com.au/findings/5503-how-vital-are-vitamins-201403252241 {{Webarchive|url=https://web.archive.org/web/20161006014015/http://roymorgan.com.au/findings/5503-how-vital-are-vitamins-201403252241 |date=6 October 2016 }}</ref>

For the consumer, channel switching offers a more diverse shopping experience. However, marketers need to be alert to channel switching because of its potential to erode market share. Evidence of channel switching can suggest that disruptive forces are at play, and that consumer behaviour is undergoing fundamental changes. A consumer may be prompted to switch channels when the product or service can be found cheaper, when superior models become available, when a wider range is offered, or simply because it is more convenient to shop through a different channel (e.g. online or one-stop shopping).<ref>Reardon, J., McCorkle, D.E. "A Consumer Model for Channel Switching Behavior", ''International Journal of Retail and Distribution Management'', Vol. 30, no. 4, pp.179 - 185</ref> As a hedge against market share losses due to switching behaviour, some retailers engage in multi-channel retailing.<ref>Dholakia1, R.R., Zhao, M. and Dholakia, N., "Multichannel retailing: A case study of early experiences.", ''Journal of Interactive Marketing'', vol. 19, March, pp 63–74, 2009, DOI: 10.1002/dir.20035</ref>