on consumer behavior in relation to entrepreneurship is centered around the understanding that

consumers are not just passive recipients of products or services but are actively involved in the value
creation process. It is crucial for entrepreneurs to understand their consumers' behavior as it can help
them tailor their offerings to meet customer needs and preferences. This process encompasses
everything from identifying a need, making a purchase, and includes factors such as attitudes, beliefs,
and values that influence the decision-making process ^1^ ^4^.

The problem statement could be the lack of understanding of how consumer behavior impacts
entrepreneurial success. Despite the recognition of the importance of understanding consumer
behavior, there is a need for more research on how entrepreneurs can apply this understanding to
create more value for their customers and for their businesses. This is especially significant in the
current crisis which has significantly changed consumer behavior, and entrepreneurs need to adapt to
these changes ^2^ ^3^.

Another potential problem statement could be the need to bridge the gap between the traditional view
of entrepreneurship as creation of exchange value and the emerging concept of consumer
entrepreneurship. This concept differs ontologically from the traditional view and emphasizes the role of
consumers as value creators in the field of entrepreneurship ^5^.

Source: ResearchGate, Wiley Online Library, Emerald Insight, Semantic Scholar, Taylor & Francis Online

Consumer behavior is a fascinating field that explores the various processes involved when individuals
or groups select, purchase, use, or dispose of products, services, ideas, or experiences. It is an
interdisciplinary field, drawing from areas such as psychology, sociology, social anthropology, and
economics.

Consumer behavior is fundamentally about understanding the decision-making processes of buyers,

both individually and in groups. It studies characteristics of individual consumers such as demographics
and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on
the consumer from groups such as family, friends, sports, and reference groups.Consumer behavior is
crucial for businesses and marketers as they try to understand their target market, develop products
that meet consumer needs, and develop effective marketing strategies. By understanding consumer
behavior, businesses can improve their marketing effectiveness, increase sales, and grow their customer
base.
Introduction:

The evolution of technology has significantly impacted the way businesses operate and communicate
with their customers. This evolution has given rise to two prominent methods of selling: online selling
and personal selling. Online selling, or e-commerce, allows businesses to reach a larger audience and
provides customers with the convenience of shopping from anywhere at any time. On the other hand,
personal selling involves face-to-face interactions between the seller and the buyer, often providing a
more personalized and engaging experience. Both methods have their unique advantages and
challenges, and their impact on entrepreneurial marketing is substantial.

Background of the Study:

The study of online selling versus personal selling in the context of entrepreneurial marketing is a
response to the rapidly changing business environment. With the advent of digital technology, online
selling has gained significant traction due to its cost-effectiveness and wider reach. However, personal
selling, with its emphasis on building strong customer relationships, remains a crucial part of many
business strategies. The relationship between these two selling methods and their impact on
entrepreneurial marketing is complex and multifaceted. It involves understanding various factors such
as customer attitudes, salesperson's relational selling orientation, and the perceived benefits and
challenges of each method ^1^ ^2^.

Problem Statement:

The problem lies in the conflict between online and personal selling. Despite the advantages of online
selling, it may undermine the goal of personal selling, which is to build personal relationships with
customers. Additionally, the negative effect of a salesperson's relational selling orientation on e-
commerce promotion could be less pronounced if a customer has a positive attitude towards e-
commerce. Therefore, understanding how to balance and integrate these two methods effectively is a
significant challenge for entrepreneurial marketing ^3^.

Moreover, the success of an online channel introduction at B2B firms primarily relies on personal selling
effort, indicating the need for further research on the underlying mechanisms and boundary conditions
^4^.

Source: ScienceDirect, ResearchGate, Studocu, Scribd