Title: Analysing the shopping behaviour in the fashion segment through the showrooming technique

Authors: Parvi Bharti; H.S. Grewal; Chirag Singhal; Himanshu Kargeti

Addresses: Uttarakhand Technical University, Dehradun, 248001, India; Graphic Era Hill University, Dehradun, 248002, India ' Doon Business School, Dehradun, 248001, India ' Graphic Era University, Dehradun, 248001, India ' Graphic Era Hill University, Dehradun, 248001, India

Abstract: Showrooming is a phenomenon that has affected the retail markets to a great extent. Consumer walk-ins have decreased a lot because of the increase in online shopping, but more so than ever the purchase process has also been affected because of the showrooming trend. In this study an attempt has been made to understand the variables of showrooming behaviour in the fashion segment. This product segment requires the consumers to feel satisfied with the quality, thus making them shop through the integrated mode of showrooming rather than directly buying the product online.

Keywords: in-store; online; shopping; showrooming; behaviour; economic rationality; utility; quality.

DOI: 10.1504/IJBEX.2024.139918

International Journal of Business Excellence, 2024 Vol.33 No.2, pp.238 - 253

Received: 02 Dec 2020
Accepted: 08 Mar 2021

Published online: 11 Jul 2024 *

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