Publication Details

Grant, R. G. (2005). Consumer preferences for online and offline resources in the process of buying a high involvement service bundle: a qualitative exploration. In S. Purchase (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 80-86). Fremantle, Australia: Australian and New Zealand Marketing Academy.


Adding online resources to a promotional mix adds a new level of complexity to marketing communications. The challenge for marketers is to retain a focus on value delivery which requires understanding both main effects and interactions between communication and promotional methods. This paper reports a qualitative study preceding a non-discrete choice experiment simulation to research information source effects at different stages of the buying process for different service types.