Understanding consumers behaviour of selecting offline channel in multichannel retail environment

Abstract

With the advent of internet technology, buying behaviour of consumers have become complex. In this paper, it is explained that how shopping orientation, situational variables and channel knowledge affects the preferences of the online or offline channel selection of the consumer. This study takes a closer look at offline shopping behaviour of consumers in apparels buying. All the hypotheses have made accordingly apparels shopping behaviour of consumers. Date were collected from 400 respondents located in northern part of India.. Binary logistic regression is used to find out the result of shopping behaviour of consumers in purchasing apparels. In this study results show that enjoyment orientation, distance to store, time pressure and offline channel knowledge have a more positive effect on probability of offline channel selection and price orientation, convenience orientation, impulsive orientation, social interaction and online channel knowledge have less positive effect on probability of offline channel selection in apparels shopping.