Consumer Purchase Decision Making of Omni-Channel Market - A Study with Special Reference to Chennai City

Background: Consumer shopping behaviour has changed noticeably as omni-channel retailing—especially in cities like Chennai—has proliferated. In this sense, stores must be rather clear about the factors affecting consumers' purchase decisions. Research Problem: Although omni-channel strategies are becoming more and more important, not much research on consumer behaviour especially related to the dynamics of the Chennai market exists. It was decided on a mixed-method approach with a quantitative survey with one thousand respondents and three hundred consumer qualitative interviews. Factor analysis and regression analysis among other statistical approaches was used in data analysis. Findings: Of the 72 percent of consumers who choose an omni-channel shopping experience, convenience (45<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">%</sup>), product availability (35<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">%</sup>), and price comparison (20<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">%</sup>) rank most importantly. Moreover, 65% of participants claimed that using several channels increased their degrees of satisfaction, which fifteen% of them said increased their likelihood of repeat purchase.