Brick and mortar store vs. online shopping experience: a study
by Pooja Misra; Sushil Baranwal; Manya Jha
International Journal of Information Technology and Management (IJITM), Vol. 16, No. 2, 2017

Abstract: India is rapidly growing in its retail market with the fastest penetration in the field of online retailing. According to the Internet and Mobile Association of India (IAMAI), India's internet base which is already the third largest in the world after China and the USA, is growing by nearly 40% YOY. This growth is highlighted by some of its major online retailers like Flipkart, Jabong, Myntra, Snapdeal, and Homeshop 18. Evolution in the consumer market nurtured by demographic shifts, behavioural changes, and consumers' attitudes toward the economy has resulted in the growth of e-tailing which has affected the brick-and-mortar retailers, who are making their recovery and growth at a very low pace. The present exploratory study aims to analyse consumer's preference of shopping in brick and mortar stores vs. online shopping, and how several attributes such as ambience, gratification, experience of touch and feel, etc., are contributing to the benefits of visiting a brick-and-mortar outlet in comparison to an online shopping experience.

Online publication date: Tue, 25-Apr-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Information Technology and Management (IJITM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com