Title: Brick and mortar store vs. online shopping experience: a study

Authors: Pooja Misra; Sushil Baranwal; Manya Jha

Addresses: Birla Institute of Management Technology, Plot No. 5, Knowledge Park – II, Greater Noida, UP – 201306, India ' Birla Institute of Management Technology, Plot No. 5, Knowledge Park – II, Greater Noida, UP – 201306, India ' Birla Institute of Management Technology, Plot No. 5, Knowledge Park – II, Greater Noida, UP – 201306, India

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.

Keywords: brick-and-mortar shopping; omnichannel; consumer behaviour; online shopping.

DOI: 10.1504/IJITM.2017.083862

International Journal of Information Technology and Management, 2017 Vol.16 No.2, pp.133 - 146

Available online: 25 Apr 2017 *

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