Monash University

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The influence of marketing communications on the consumer path to purchase for both online and in-store purchases

posted on 2017-05-17, 02:50 authored by Jason Pallant
This thesis examines the way online browsing and online or in-store purchasing behaviours evolve across the purchases customers make from a brand, and how this is influenced by the marketing communications that customers receive from that brand and its competitors. A sample of customers of three different retail brands are tracked over a two year period, and changes to browsing and purchase behaviour are observed. A model is developed which predicts the way customers are most likely to evolve from one purchase to the next, and demonstrates the way these changes to behaviour are influenced by marketing communications including emails and catalogues.


Campus location


Principal supervisor

Peter Joseph Danaher

Additional supervisor 1

Tracey Danaher

Additional supervisor 2

Sean Sands

Year of Award


Department, School or Centre



Doctor of Philosophy

Degree Type



Faculty of Business and Economics