Consumer Channel Choices with Dr. Cheryl-lyn Ngoh

Dr. Cheryl-lyn Ngoh discusses her PhD research on the effect of retailer channel decisions on consumer channel shopping behavior. Dr. Ngoh is an Assistant Professor of Marketing at California Polytechnic State University, San Luis Obispo. Dr. Ngoh completed her PhD at Kent State University. Dr Ngoh's research concerns multichannel and omnichannel retailing, channel choice, and consumer decision-making. Her research examines how consumers behave and respond towards retailer-initiated channel strategies that affect their channel shopping behavior. Her research applies mainly quantitative research methods, such as surveys, scenario-based experiments, and secondary data collection.
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