Blending Digital and Physical: Consumer Decisions in Omnichannel Retailing

Abstract

In the past, the physical stores were probably being few sources of product information; so consumers used to go to such stores to gather information and often concluded their shopping there. Nowadays, with the advancement of digital devices, the number of sources of information has grown. As a result, consumer behavior has been influenced by the advancement of the Internet and new technology. Consumers tend to combine these with brick-and-mortar establishments both to search and buy, leading to the emergence of omnichannel behavior. There is lack of research which considers online and mobile devices separately. The aim of the this study is to analyze consumer behavior in the context of omnichannel retailing, with a specific focus on mobile phone purchases in India. It seeks to ascertain how customers purchase mobile phones through omnichannel platforms, evaluate the patterns of mobile phone usage in an omnichannel environment, and examine which mobile phone brands are most popular among Indian consumers. By exploring these objectives, the study aims to provide insights into evolving shopping behaviors influenced by the integration of online, mobile, and offline retail channels. The ubiquitous behavior of Indian consumers toward mobile phones has been examined for the preferences of mobile customers for channels, omnichannel shopping, and brand preferences. But the growing number of channels has altered the purchasing patterns of consumers. Retailers who have a physical and digital presence are referred to as omnichannel. Results from a sample of some real digital (online and/or mobile) shoppers of mobile phones confirm that personal traits influence omnichannel consumer behavior and the consumer purchase decisions made through online and offline sources. Results also show that impulsive shoppers make greater use of mobile devices whereas individuals with high need for touch and feel are more predisposed to use of online devices in omnichannel process. Besides, the effect of individual demographics is taken into account. Finally, the paper discusses the contribution and outlines the actions which can help the managers to engage and succeed in omnichannel retailing. Also omnichannel retailing has proved to be a cutting-edge strategy to business that focuses on creating a consistent user experience for customers across all channels.