Omnichannel Marketing and Consumer Behavior in India

Ganesh Radhakrishnan

Abstract

Today, the advancement of the internet and new technologies affect buyer behavior. This leads to the creation of more and more sales pipelines, forcing consumers to change their purchasing habits. Omnichannel refers to stores available on all physical and virtual platforms. It is a modern business that exclusively uses technology to create a unified customer experience for customers in every interaction. This article examines the omnichannel behavior of Indian consumers across all products. Analyze mobile consumers' channel choices, all choices in the mobile purchasing process, and brand choices in a multi-channel marketing environment. The results of this paper confirm that there is a significant social impact on consumer research, consumer preference assessment and consumer preference through online and offline yield presence reflecting the omni-channel behavior of Indian consumers. An omnichannel approach can also provide shoppers with the threat of discovery and purchase online, in store, or both, like “buy online and pick up in store.” Today, companies across different industries are implementing omnichannel strategies including healthcare, retail, finance, technology and more.