A study on customers buying behavior in the frame of omnichannel marketing

Abstract

Due to the omnichannel transformation in the retail industry, the shopping experience for the customers has changed, effectively removing the distinction between the two models of shopping: online and offline. This study is, therefore, interested in inquisitive about the variations in the consumers’ channel preferences and how channel-switching occurs. Through the lens of channel context, we focus on the analysis of shopping-oriented behavior constructs such as convenience, price, experience with the seller, and experience with the product. Our research uses questionnaires and interviews with a wide audience and focus on the relevance of channels when developing an omnichannel approach. The study outlines critical strategies that a retailer could use to improve customer experience and the return of customers to the store through the integration of omnichannel marketing.