Key Drivers of Purchase Intent by Indian Consumers in Omni- Channel Shopping
Dr. C.R. Rajan, Dr. T.N. Swaminathan & Ms. Pavithra
10 years ago in India, any retail focused on making the products available in the stores and helpcustomers buy the same when they walked in. Today, with the availability of the Internet, smartphones, and tablets, the patterns of customer buying have changed. There are numerous apps andwebsites available to help customers find the right product, recommendations, offers anddiscounts at the click of a button anywhere, anytime. The boundaries of retail channels are eroding- a customer could be standing in a retail store and accessing information and offers available on awebsite. In the current scenario, shoppers are not just shopping online, but are merging theironline and offline shopping practices. There are multiple channels available to customers and they,at a time, access one channel while in the middle of another channel, like accessing a mobile appfrom a store. Brick and mortar (B&M) retailers also face a continuous challenge from e-commerceretailers, who work with lower overhead costs and provide the best deals to customers on everypurchase. Considering the paucity of literature and lack of adequate research on omni-channel inthe Indian context, and emergence of implementing a true omni - channel strategy as a tool forthe full integration of the offline and the online customer shopping experience, this study wasundertaken to analyze the factors which influenced the purchase intent of the customer in omni-channel buying. Both qualitative and quantitative research was carried out to arrive at thevariables, and hypotheses and statistical packages such as Excel and SPSS were employed to testthe hypotheses. From this study, it emerged that in an omni - channel approach to consumerpurchase intent by an Indian consumer, for it to be impactful, it must be supported by systemsthat make the order status visible to customers. There is likely to be a better buyer response if theproduct codes of the product across channels are the same. Further location-based promotionspositively impacted purchase intent. Companies would, therefore, benefit by adopting digitalstrategies that augment consistent product codes across channels, real time tracking of orders,and location based promotions based upon this research.
This paper has been published in Indian Journal of Marketing. 47(5) 7-20
- Dr. C.R. Rajan: Professor - Strategy, Great Lakes Institute of Management
- Dr. T.N. Swaminathan: Professor - Marketing, Great Lakes Institute of Management
- Ms. Pavithra: Assistant Professor - IT Operations & Analytics, Great Lakes Institute of Management