STUDY ON RETAIL FORMAT CHOICE AND CONSUMER BUYING BEHAVIOUR

Abstract

Retail, being one of the most important aspects of marketing, has immensely gained its importance over last couple of years. In today’s world, because of the cut throat competition retail has evolved beyond the traditional brick and mortar retailing. Retailers are making their presence in both brick and mortar stores as well as through online shopping websites through many new innovations like click- and- mortar retailing. The purpose of this paper was to throw some light on the impact of online shopping attributes with major focus to website attributes (such as- personalization, ease of use and sociality) on online buying behavior with respect to online experience. The paper further focuses on the impact of offline shopping attributes (such as- ambience and positive sociality) on offline buying behavior with respect to offline shopping experience. The data analysis for the study was carried on by the help of statistical tools like Chi-Square Tests and regression analysis with the help of SPSS. The findings of the study reveals that “personalization” and “ease of use” has a significant impact on online shopping experience whereas, “ambiance” has a significant impact on offline shopping experience