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The advancements and developments in computerised hardware and sophisticated software over the past two decades has influenced the way organisations conduct their business in current highly complex and competitive globalised markets.

The advancements and developments in computerised hardware and sophisticated software over the past two decades has influenced the way organisations conduct their business in current highly complex and competitive globalised markets. Kotler and Armstrong (2010) are of the view that starting from traditional shops where consumers had to go physically for making purchases, the companies initially started providing a brick and mortar system in which consumers were allowed choice between going to the store, or making purchases online from official websites of the company. Valvi and West (2012) furthered on what Kotler and Armstrong (2010) stated and discussed the increase in online businesses without any physical presence in shape of shops.

It is not only the change in the way businesses conduct their business operations, the change has also occurred in the way consumers search, analys

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