Tesco has created several online stores (www.tesco.com] and would like to expand the number of consumers who order goods and services online. Which of the following problem statements best encapsulates the research that would be needed to devise a plan to attract more online shoppers?
a. Why aren't more consumers buying online?
b. We need to identify whether consumers are buying similar goods and services from competitive websites.
c. We need to understand the behavior of Tesco shoppers-and potential shoppers-in much more detail.
d. We need to identify potential changes to our business strategy and tactics that would prompt more consumers to purchase from Tesco online stores.