The aim of the interview of the interview was to find out some of the factors that motivate customers to choose online shopping and the factors that motivate other customers to opt for off-line sopping. The interview also sought to know and to establish the behavior patterns between the two groups of consumers, online and off-line shoppers. In the interview, customers started by identifying themselves either as online or offline shoppers, after which the interviewer asked them to describe the main reasons that motivate their mode of purchase, as well as their purchase patterns.
The main reason of choosing questions aimed at identifying the motivation factors was to find out the differences between the two groups. For instance, a question such as; “why do you choose to buy products online?” was included in the interview questions because it gives the customer an opportunity to give a direct response that would give the interviewer a clear understanding of some of the factors.