A Social Network Analysis on Understanding Pattern of Shoppers’ OmniChannel Adoption and Clustering Based on Channel Switching and Preference Attributes

Abstract

This study focuses on customers’ various shopping motives through Omni-channel adoption and level of attainment of shopping motives. Customers adopt different channels and integrate the evidence to reach the optimal shopping motives. The purpose of this study is to identify the shoppers’ level of attainment of shopping motives with the usage level of Omni-Channel shopping behavior. The demographic differences in the Omni- channel shopping behavior and its effectiveness on reaching shopping motives. This study concentrates on three objectives Understanding the pattern of shoppers’ Omni-channel usage and switches among channel. Distinguish the users and Non-users of Omni-channel adopters in terms of shopping motives attainment. A shopping motive scale, Hedonic & utilitarian shopping. The shoppers’ purchase detail and switch between the channels were enquired in the Questionnaire in order to identify the shoppers’ basket and further, it is classified on the basis of channel usage. Since the population size is unknown, the non-probability sampling technique was adopted. The sample frame is the hyper market shoppers in Palakkad district. 152 valid replies were received from the shoppers in a hyper market. A social network was developed by the author to analyse the series of effects of multichannel usage on attainment of shopping motives and effectiveness of Omni-channel adoption and channel switches were. The frequency of usage of channels reveal that the customers are showing several pattern in the shift of channels for reaching the high level of shopping motives. Omni-channel has been focused presently by many business areas, yet it can be useful in retailing. This study is taking a different dimension approaching Omni-channel retailing. The shoppers’ pattern can be assessed by the omni-channel retailing which would be highly beneficial to the retailers.