From the Executive Summary, does the extent of NOLA surprise you? Why do you think it varies by country (Exhibit 4)?
In the attached research report, read the Executive Summary (pp. 1-10) and the detailed section on Shopper Reactions to Non-Online Availability or “NOLA” (pp. 20-40).The shopper behavior section outlines the 5 ultimate responses in purchase behavior to NOLA, examining these…