OMNI Channel Buyers - An Emerging Trend in Indian Retail Market
Industry-Institute Partnership – An Impact on Future Economic Development ISBN: 978-81-922746-5-2, 2016
10 Pages Posted: 14 Apr 2021
Date Written: February 13, 2016
In today’s technologically driven world consumer shopping behavior towards different channels has changed. Customers can buy any product at any time from anywhere. The customer is using various online and offline channels simultaneously for buying any product which leads to the omnichannel buying behavior of the customer. He does not care about the channel from where he is buying the product but the most important thing is what experience he is getting out of that channel. So retailers should try to give the seamless experience to the buyers whatever channel he prefers. It has become a difficult task for the retailers for managing the channels at different levels. This research paper tries to study the concept of omnichannel buyers as well as how consumer behavior has changed the retail industry scenario in India. This paper also focuses on challenges faced by retailers due to the Omnichannel buying of customers.
Keywords: Omni channel buyers, buying behavior, challenges faced by retailers
JEL Classification: Omni channel buyers, buying behavior, challenges faced by retailers
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