From know-nothings to know-it-alls – How today’s well-informed consumers affect small physical retailers

Abstract: The purpose of this essay is to investigate if small physical retailers within the beauty industry encounter any problems due to consumers’ increased access to information through the use of the Internet. The conclusion from this study is that small physical retailers face three main problems due to consumers’ increased access to information. In addition, a new model of the consumer buying process was presented to explain how the consumer behavior has changed through greater access to information.