An empirical study on channel attributes of online and offline channels based on Engel-Kollat-Blackwell (EKB) model Online publication date: Sat, 30-Oct-2021
by Riktesh Srivastava; Jitendra Singh Rathore; Harbhan Singh
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 17, No. 6, 2021
Abstract: Multi-channel shopping is gaining unprecedented forte over recent years. 86% of shoppers use at least two channels when shopping, which is either one amongst - researching offline and buying offline, researching offline and buying online, researching online and buying offline, or researching online and buying online. It has become essential for both retailer and consumer to identify the relevance of these channels and devise strategies accordingly. The present research studies the significance of multi channels with reference to Indian scenario. We use five steps of Engel-Kollat-Blackwell (EKB) model of consumer decision making process to identify the applicability of multichannel using 41 questions comprising of 216 respondents were taken for the study across six states to India to identify the relevance of each of the channels using statistical findings and critical values.
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