Omni-channel promotions and their effect on consumer purchase decision
by Yabesh Abraham Durairaj Isravel; B. Lakshmi; V. Mahalakshmi; D. Chitra
International Journal of Intellectual Property Management (IJIPM), Vol. 13, No. 3/4, 2023

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.

Online publication date: Tue, 10-Oct-2023

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