Article: Omni-channel promotions and their effect on consumer purchase decision Journal: International Journal of Intellectual Property Management (IJIPM) 2023 Vol.13 No.3/4 pp.333 - 349 Abstract: The study objective was to investigate whether the omni-channel promotion is effective from the viewpoint of company managers. For the study, the descriptive research design was adopted. The data was collected from 246 respondents from managerial, executive and director positions in the marketing department of 36 FMCG production companies in the Chennai district. A structured questionnaire was used as a data collection instrument for the study. Also, statistical tools such as Pearson correlation and regression analysis to further scrutinise the data were used. It was understood that there is no significant difference in opinion for the omni-channel promotion and consumer purchase decision from the viewpoint of the respondents for FMCG products. Also, it was identified that service after sales, alternatives available in markets and information search are the important characteristics exhibited by the consumer before purchase, as per the respondents' opinion. Furthermore, it was found that there is a weak positive relationship existing between omni-channel promotion and consumer purchase decisions. Inderscience Publishers - linking academia, business and industry through research

Title: Omni-channel promotions and their effect on consumer purchase decision

Authors: Yabesh Abraham Durairaj Isravel; B. Lakshmi; V. Mahalakshmi; D. Chitra

Addresses: Department of Management Studies, Panimalar Engineering College, Chennai, India ' Department of Management Studies, Panimalar Engineering College, Chennai, India ' Department of Management Studies, Panimalar Engineering College, Chennai, India ' Department of Management Studies, Panimalar Engineering College, Chennai, India

Abstract: The study objective was to investigate whether the omni-channel promotion is effective from the viewpoint of company managers. For the study, the descriptive research design was adopted. The data was collected from 246 respondents from managerial, executive and director positions in the marketing department of 36 FMCG production companies in the Chennai district. A structured questionnaire was used as a data collection instrument for the study. Also, statistical tools such as Pearson correlation and regression analysis to further scrutinise the data were used. It was understood that there is no significant difference in opinion for the omni-channel promotion and consumer purchase decision from the viewpoint of the respondents for FMCG products. Also, it was identified that service after sales, alternatives available in markets and information search are the important characteristics exhibited by the consumer before purchase, as per the respondents' opinion. Furthermore, it was found that there is a weak positive relationship existing between omni-channel promotion and consumer purchase decisions.

Keywords: omni-channel promotion; consumer purchase decision; FMCG products; shopping experience; collaborative marketing; omni-channel retailing; promotional strategy; sales promotion.

DOI: 10.1504/IJIPM.2023.134056

International Journal of Intellectual Property Management, 2023 Vol.13 No.3/4, pp.333 - 349

Received: 23 Jun 2022
Accepted: 08 Nov 2022
Published online: 10 Oct 2023 *

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Title: Omni-channel promotions and their effect on consumer purchase decision

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