Title: An empirical study on channel attributes of online and offline channels based on Engel-Kollat-Blackwell (EKB) model
Authors: Riktesh Srivastava; Jitendra Singh Rathore; Harbhan Singh
Addresses: City University College of Ajman, Ajman, UAE ' Department of Commerce and Management, Banasthali Vidyapith, Rajasthan, India ' Department of Commerce, Government College (Ajmer), Ajmer, Rajasthan, India
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.
Keywords: Engel-Kollat-Blackwell; problem recognition; product search; alternative evaluation; product purchase.
World Review of Entrepreneurship, Management and Sustainable Development, 2021 Vol.17 No.6, pp.864 - 882
Accepted: 10 Jan 2021
Published online: 22 Oct 2021 *