Abstract
The retail industry in India has experienced unprecedented changes and growth in the past few years. Retailers need strategies that can improve consumer engagement towards their stores. Consumer engagement towards retailers is often affected by the various touchpoints that these retailers adopt. These touchpoints are the contact-points between a retailer and the consumers and can greatly shape the behavior of consumers. This study examines the effects of new touchpoints on consumer buying behavior. The study draws theoretical guidance from the Stimulus-Organism-Response (SOR) paradigm.
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