ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
MULTICHANNEL SHOPPING BEHAVIOUR WITH SPECIAL REFERENCE TO
APPARELS
Sapna Parashar
Faculty Institute of Management,
Nirma University
ABSTRACT
As consumer behaviour changes shopping decision are becoming important to understand because motivations
and constraints of buying varies in all channels and therefore it is essential to understand various variables like
shopping experience, price consciousness; loyalty factors which particularly affect the purchase decision . It is also
significant to understand the segments of buyers and their preference of a particular channels which vary with various
demographic factors as well as lifestyle of an individual. Multichannel retailing is defined as a distribution strategy
used by the retailers to reach customers using more than one channel or medium which includes the internet,
televisions, mobile apps and retail outlets. Consumers use some channels to search information while some other
channels to buy and different channels for discussing their product related views. It is therefore essential for the
marketers to understand the value driven from each channel in order to regulate individual channel strategies as
well as synchronizing multiple channels.The present paper attempts to investigates the consumer motivation to use
different modes of multichannel and also analyse the impact of different variables on the consumer choice while
selecting a channel for shopping apparels .The study will help the marketer to segmentation the consumers’ on basis
of their choices for shopping clothing .Identifying mix of environmental and individual variables which effect the
channel choices will also enable the retailers to device channel strategies .
Key Words: Multichannel retailing, consumer behavior, shopping apparels, individual variables
Introduction
Multichannel retailing includes set of
activities involved in selling merchandise or
services to consumers by more from more
than one channel (Levy and Weitz,2009.A
multi-channel environment provides
consumers additional channels to make
purchases at their convenience (Jensen et al.,
2003).According Aberdeen Group, 2003;
Dholakia et al., 2005) multi-channel retailers
seize the opportunity to serve market base
that in turn leads to more profit . This enable
the shoppers a freedom and power to decide
when, where, and how to shop.In a multi-
channel retailing environment, consumers
can gather information about the products
from the internet, catalog, and/or TV, mobile
apps and purchase the products from either of
these retail channels. Those shoppers who
use multiple channels of a certain retailer
comprise a large sector of the retailer’s total
consumer base and are found to spend more
money than the single channel shoppers
(Dholakia et al., 2005; Pastore, 2001;
Rangaswamy and Van Bruggen,2004).
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
Traditional retailers have evolved into
multichannel operations and have steadily
dominated the internet presence (Kilcourse
and Rowen 2008). Studies have found that
more than 80% of a broad cross-section of
U.S. retailers indicated that they sell
merchandise through multiple channels and
all of the large retailers and 94% of the
“winners” (defined as the retailers with the
best financial performance) have
multichannel operations . Research carried
by Stone et al.(2002) retailers using
multichannel have resulted in developments
of new channel technology, increasing
reliability and speed of storage,
telecommunications technology, conjunction
of voice, video and data to meet customer
desires and expectations. Moreover
consumers plays a significant role in
selection of retail channel as she/he chooses
the channels to interact with a company
which provides him with more benefits
(Rangaswamy and Van Bruggen, 2004) .
In a study carried by Aberdeen Group it was
reflected that 44.7 percent of the retailers in
USA used at least two channels and more
than 60 percent of retailers perceived that
their multi-channel consumers generate
more profit than single channel consumers
(Shankar and Winer, 2005).Companies build
relationships with consumers by offering
information, products, services, and customer
supports via two or more channels
(Rangaswamy and Van Bruggen, 2004).
Retailers have recognized that operating
different formats of retail channels allows
them to embrace wider set of customers
(Payne, 2004). Customers also use different
channels modes as it not only adds value
while making shopping decision as they
collect product related information such as
price and style information from the internet
, purchase at brick-and-mortar stores and
give customer feedback using sms . They
navigate multiple channels so that it can
provide seamless experience across physical
store, web, catalogue, call centre and kiosks
.However this behavior differs across
different demographic segments as well with
type of product which consumer intends to
buy.
Review of Literature
Study carried out by Price Waterhouse
Cooper (2010) found that 80 percent of the
customers who shopped for apparel products
online visited the websites operated by either
a traditional retailer or catalogue retailer.
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
This could be so because online stores
provide consumers temporal and
geographical accessibility, larger assortment,
factual product information, and novelty
(Grewal et al., 2004). Welling (2007) also
found that one-third of online consumers
who shopped via websites were operated by
the traditional offline retailers. This could be
so because retailers selling apparel in the
online format tend to utilize integrated
multiple channels because many consumers
believe that apparel as compared to other
product categories need a sensory inspection
before its purchased. This will in turn lead to
channel migration by the customers from
higher cost, lower valued channels to lower
cost, higher valued channels. Studies have
also found that as multichannel retailing is
expanding its prospects and problems
related with channel proliferation and
therefore the channel migration among their
customers is also increases (Rangaswamy
and Van Bruggen, 2004).
Nicholson et al. (2002) in their study
analysed the role of situational variables
which impacts the consumers and also
influences the high street fashion retailers
while they design multichannel distribution
strategies for their consumers . Research
indicates that operating multiple channels
leads to positive effect on financial
performance (Geyskens et al, 2002) on one
hand whereas marketers decision to sell
through additional channels also stimulates
the concerns about cannibalization and
negative spillover (Deleersnyder et al. 2002;
Falk et al. 2007)). According to Rust et al (
2004) the financial performance for
multichannel retailers are low-cost access to
new markets, increased customer satisfaction
, loyalty, and creation of a strategic advantage
in terms of resource allocation decisions and
maximizing return on investments. Study
carried by Kumar and Venkatesan (2005 )
and Thomas and Sullivan( 2005) also found
that multichannel shopping experiences
leads to higher profits . This holds relevant to
the apparel retailing as when consumers
shoppers offline he seek a true sense of how
an item will fit or feel before making a
purchase and even high end retailers
provides rich in-store experience that
fashionista desire .On other hand while
making online purchase videos of items
being modelled demonstrates how a dress
and live chats tangibles the product
judgments in creative and compelling ways.
This type of multichannel approach will help
the apparel retailer not only build the
category demand across the channels but can
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
be reached to larger audiences which not
only enhances the competition but also
increase the revenue. Therefore, apparel
retailers who want to expand their market
share have merged three different retail
channels to reach customers and channel
brands internationally.
Schaeffer ( 2000 ) in their study on apparel
manufacturers have found that there is
integration of manufacturers into direct web
selling, as well as into the online channel.
Studies carried by Chevron, 1999; Hill,
2000; Tiernan, 2000 have also identified
that most revenues in the apparel sector are
driven by multi‐channel concepts with a
strong brand appeal . Retailers have realised
that investment in Omni-channel retailing
can impact not only their direct sales but
will also influence retail brand building .
Indian apparel retailers have recognized that
having a brand website and an e Commerce
store plays a significant role for their retail
brand which also leads to credibility
building. Therefore most of the retailers like
Unilever, Reliance, AdityaBirla
Group, Godrej, Future
Group, Walmart, Shopper Stop have made
omni-channel presence . As per the survey
carried by MartJack 53 percent of the
retailers are ready to spend more than 25
Lakhs annually on online and omni-channel
technology and operations near future .
Clothing retailing in Europe has also faced
competition from various channels of
distribution that had made them adopt a
multi‐channel strategy (Myers, 2002).
Thus, from the retail marketing perspective it
is essential to understand how consumers
shopping behavior in a multichannel
environment change (Neslin et al., 2006).
This type of analysis will lead to research in
the study the multichannel management as
per consumer’s perceptions and expectations
towards channel benefits both economic and
non-monetary .These results will be crucial
in designing channel strategy for the apparel
retailers which will help firms and
consumers interact in effective manner and
also the enhance customer value proposition.
to be adopted for a particular channel . The
present paper is an attempts to analyse the
effects of different demographic variables on
the consumer choice and behaviour while
selecting a channel i.e., brick and motor
,online and catalogue with special respect to
apparels in Indian, market .
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ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
Research methodology
Sample for Data collection
The stratified sampling method was used for
data collection .Sample size of 60
respondents both male and female with the
age group between 18 -37 yrs with different
education level (undergraduate and
postgraduate) was drawn from Ahmedabad
city
Tools for Data Collection
The data was collected using questionnaire
with 28 questions which included covariates
of Multichannel shopping behaviour and
their covariates identified by Konus et al
(2008) with 18 statements measuring
dimensions like shopping enjoyment,
loyalty, price consciousness, motivation to
conform ,time pressure and
innovativeness(Apppendix-1)
Tools of Data Analysis
The data was collected and tabulated using
K- mean cluster analysis which was applied
to analyse the different cluster based on
demographic variables to the covariates of
multichannel which affect consumer choice
of selecting different retails in each clusters.
Results
K- mean cluster analysis was applied to
identify various cluster based on
demographic profiles three cluster were
In Cluster 1 there were 28 respondents 15
male and 13 female with an average age of 25
yrs and most of them were either pursuing
their post-graduation degree or had joined a
profession post graduate course (Table
1.1,1.2,1.3).These respondents gathered
information related to product either through
online as well as retail stores but not from
catalogues . However, they were found to
prefer making purchase of apparels from the
retail stores and sometimes from online
stores . Innovation, loyalty and in store
experience were preferred dimensions by
them of multichannel retailing whereas they
had neutral view towards motivation , time
constrained and price dimension. The cluster
had almost equal number of male and female
consumers and were found to show multiple
shopping channels behavior. This finding is
consistent with study carried by Slack et al.
(2008) who found gender had no significant
effect on patterns of multiple channel usage.
In given cluster respondents were also found
to use internet as source of information but
made purchase from retail outlet this could be
so because internet is often used for pre-
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ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
purchase or on-going information search by
the consumers due to its easy access and
efficiency compared to information resources
available (e.g. magazines, newspapers, and
catalogs) (Moe, 2003).
Multichannel customers who browse the
information online but made purchases
offline appreciate unlimited browsing
activities via the internet, but avoid
purchasing due to uncertainties .Study
carried by Liang and Huang (1998) have also
identified these uncertainties in internet
purchasing because of either product related
or process related uncertainty. Product
uncertainty occurs when the product received
does not meet the customer’s expectations.
In the present study since the product
category was apparel customers looked more
information related to product in terms of
design and fashion and preferred to make
offline purchase since they may be conscious
about the color and texture of the apparels .
Studies have also found that high touch
products, whose portrayal online differ in
color and texture from the actual product in
such cases traditional brick-and-mortar stores
is preferred by the customer as it becomes
easier for the consumers to handle and
inspect it before buying (Levin et al., 2003;
Balasubramanian et al., 2005).
When making purchase decisions for
clothing, consumers are found to consider
not only sensory or aesthetic features (e.g.
texture), but also how the item will look on
their body (Geissler and Zinkhan, 1998) and
also how appearance will vary when several
items are worn together (McKinney, 2000).
Therefore, consumers may be more likely to
prefer touch channels when they purchase
clothing and \alternative while shopping
channel and also enjoy surfing the internet
as they do not lose track of time while
browsing. This not only provides consumers
with an opportunity to try new products as
exploration offers hedonic benefit of
searching and innovativeness as a related
psychographic (Ailawadi et al., 2001;
Steenkamp and Baumgartner, 1992).This
could be reason the respondents of these
cluster have ranked innovativeness as one of
the important dimension of multichannel
retailing . Innovativeness refers to the degree
with which a person prefers to try new and
different products as well as experiences
which requires extensive search (Midgley
and Dowling, 1978) and these respondents
are therefore using both online and retail
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ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
stores to do so. However these respondents
are predominately found using online and
offline channels and rarely use catalogue for
information search or purchase .
In the study cluster 1 respondents have given
higher importance to loyalty and preference
for shopping experience provided by the
retailer this could be so because they prefer
multiple shopping orientations . Studies have
found that consumers who use multi-
channels for shopping are likely to spend
more money, revisit the stores, and repeat
product purchase than single channel
shoppers, and tend to be more loyal to the
retailer than single channel shoppers
(Dholakia et al.,2005; Graham, 2004;
Hughes, 2005; Kumar and Venkatesan, 2005;
Channel Intelligence,2003). According to the
Shop.org study (2001), multi-channel
shoppers tend to spend more money during
shopping and are found to be more loyal to
the retailers than the consumers who shop
through single channel .This is also
supported by the studies carried by Cyr,
2002;Dholakia et al., 2005; Shankar and
Winer, 2005; Stone et al., 2002; Pastore,
2001.Study carried by Shim and Kotsiopulos
(1992a, 1992b, 1993) who concluded that
consumers who have different shopping
orientations evaluated the importance of store
attributes such as sales personnel, customer
services, visual image, price/return policies,
easy access, brand/fashion, and
quality/variety of the merchandise which are
parameters of shopping experience.
According to Jones (2004 ) shoppers get
engrossed in an environment created by the
retailer and therefore value the service,
quality, and environment of retailer and
often return to same store for more purchases
and patronizes the retailer.
Cluster 2 comprised of 12 male respondents
with an average age of 18 yrs and most of
them had higher secondary school education
degree or were pursuing their graduation
degree and can be addressed as generation Y
or Z (Table 2.1,2.2,2.3). They preferred
gathering information either online and
sometimes through catalogue but preferred
making online purchase as well as from the
retail outlets. They were found to be price
consciousness , time constrained and
innovative multichannel buyers and were
neutral towards shopping experience and
motivation dimension not land loyal for any
retailer . These customers though do not seek
information from retail store but prefer
making purchase from store this could be so
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ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
because they are price consciousness and
considered it as an important variable while
selecting and using channels .Moreover ,
they preferred online and catalogue
probably to compare prices, because but
made purchase through store. Studies
supporting this finding reported that
Generation Z male consumers search for new
brands online before going to the store, as
they get curious about the brand
(http://www.readperiodicals.com/201404/33
88746441.html#ixzz3t2lWCX69) .
The respondents from this cluster were
students and young who also made online
purchase but less frequently and were price
conscious Results of the study are consistent
with the study carried by Delafrooz, Painm
and Khatibi (2010 ) on student online
behaviour which concluded that price is
dominant factor which motivates them to
shop online .Study carried by Ghani et al.
(2001) also identified that price positively
influencing online purchase behaviour .
Moreover lower price is the main reason
online shoppers tend to purchase through
internet because of competitive pressure and
especially online retailers are using price as
a viable weapon to attract their customers
(Haque et al, 2006). The study carried by
Kushwaha and Shankar (2008) also analyzed
that in large apparel and shoes accessories
firm multichannel segments are more list-
price sensitive.Therefore, online retailers
provide competitive price for products in
order to attract online shoppers to their
websites.
The respondents of these cluster were found
to be time pressed as well as innovative that
is reason they searched information from
catalogue and internet before making
purchase from either retail store or online
and. catalogue .This is so because catalogues
provides convenience of time saving and
prompt updates about the new products
whereas Internet provides information and
comparison related to product assortments,
price and alternative comparisons anytime,
from anywhere (Elliot and Fowell, 2000;
Walsh and Godfrey, 2000). According to
study carried by Lee and Kim ,2007 catalog
shopping helps to gather information about
style/trends of apparel products and since
consumers prefer saving time and look for
convenience in apparel shopping while using
store-based shopping channels . The present
study also highlighted that the young
shoppers who are time constrained and price
conscious put importance to store purchase
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ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
while buying apparels as they are familiar
with the channel and also can feel product.
Accenture Seamless Retail Study ,2013
found that 88% of consumers research items
online and then bought it from a physical
store.
Thus, the cluster respondents used all the
three channels either for purchase or for
information and reason for using
multichannel may be quick purchase as they
seek convenience of the internet store (24-
hour access) but were preferring brick and
mortar store may be due to shipping charges
.
The study has also reflected that in this
Cluster young men respondents who
shopped online as well as offline were
innovative but not loyal .This could be so
because younger generation are more
receptive to new things and are therefore
willing to accept new ideas and fashion
trends. Study is further supported by study
carried by Ordun ,2015 according to which
Gen Y used their considerable knowledge
about the latest trends, images, and
reputations of retailers and products.
Bakewell et al (2006) reported that
Generation Y consumers are typically very
fashionable since they like to buy new and
fashionable goods to make themselves
visibly fashionable. According to social role
theory by (Archer, 1996; Eagly, 1987), men
are more willing than women to take risks
(Powell and Ansic, 1997; Garbarino and
Strahilevitz, 2004) and are expected to
engage in risky behaviour therefore are less
likely to remain loyal when their satisfaction
levels change. Moreover since the cluster
members are young they seek alternative
information that might influence their loyalty
as compared to older people who emphasize
fewer criteria while decision making.
In Cluster 3 there were 20 respondents 15 are
women and 5 men with average age of 32
yrs .Most of these respondents were having
undergraduate college degree while others
were pursuing graduation (Table 3.1,3.2,3.3).
The respondents in this cluster were found
to search information as well as buy
preferably through retail store followed by
catalogues but were neutral over buying or
searching online this could be so because
most of these respondents were women.
Studies found that women don’t prefer
shopping online because of a lack of social
interaction (Hasan, 2010) .This implies that
women are more likely to use brick-and-
mortar stores. Moreover according to Flynn
(2005) women were more likely than men to
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ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
buy apparel from any of three channels which
includes brick-and-mortar stores, internet,
and catalogs. The study reflected that the
respondents of this cluster seeked
information as well as made purchase from
catalogues. Catalogue shoppers are often
viewed as convenience oriented (e.g. Gehrt
and Carter, 1992; Jasper and Lan, 1992.
Studies examining catalogue shoppers have
identified a recreational segment that utilizes
catalogues for enjoyment. Gehrt and Carter
(1992) found that catalogue patronage was
positively related to the recreational
orientation and also delivers visual appeal
which is not there in the onki-line context
(Mathwick,Malhotra and
Rigdon,2001). Respondents of the cluster has
given higher weightage to price
consciousness and loyalty dimensions but
low on innovativeness and time constrained
and were neutral towards shopping
environment . Since this group of customers
don’t made online purchase and were also
not time pressed they were found to prefer
this channel of buying and for browsing as
well as shopping. Studies have also found
that women prefer catalogue because
catalogue shopping enables point‐of‐
purchase to shift away from brick‐and‐mortar
stores to home and major catalogue retailers
made efforts to increase the confidence of
consumers by detailed, accurate descriptions
of products (Naimark, 1965) .
Women who are high in fashion
innovativeness and opinion leadership need
more opportunity to touch and feel the
product while sopping for clothing and,
therefore, prefered to shop at touch shopping
channels(Cho and Workman,2010).
Research carried by O'Cass( 2004) also
found that women are more involved in
fashion and clothing than men and thus have
greater knowledge about clothing than men.
Study carried by Azevedo et al (2008 ) is
consistent with the present study according to
which women prefer to go to stores whose
more advantageous factors are low prices,
followed by product quality, and product
variety where as men appreciate the same
criteria but on a different order, standing the
quality of the product in the first place,
followed by price and, thirdly, variety. The
studies carried by Birtwistle and Shearer
(2001), further support the findings
according to which female apparel
consumers perceived price, followed by
selection, refund, store personnel, quality,
reputation, fashion and layout, in this order to
be important .
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They respondents were found to be more
brand and store loyal may be because of the
switching barriers which adds on to the cost
.Research suggested that price levels have an
important role on shoppers' patronage
decisions (Dodds et al., 1991) as loyalty
programs offered by retailers increases the
switching cost of the customer and lengthens
the relationship .However these respondents
have low preference for innovation and store
image .Store image is considered one of the
most important determinants of success for a
retailer (Amirani and Gates, 1993) .However
in the present study since respondents have
placed higher importance to price and less to
store image it can be concluded that they go
by price and according to Dodds et al. (1991)
price influence the store patronage behavior.
.
Conclusion and Implication
Shopping for apparels involves making
decisions about one’s appearance which
reflects the attitude of the customers towards
fashion in general and stores in particular.
This study has highlighted that consumers of
all segments preferred different multi-
channel choice and are influenced by a
complex mix of retail variables .It has
emphasized the importance for brick-and-
mortar retailers by all age groups as well as
gender and therefore it is essential for the
retailers to enhance the in store experience
and retain the customer base. It is also
essential to emphasize on online stores which
appeals to consumers who are high in fashion
innovativeness and information search .This
will require retailers for frequent updates
with latest styles, availability of a variety of
products, and to create online shopping
experience when it comes to apparel as an
category which will appeal to age group
between 18-30 yrs as well as time pressed
customers . Internet shopping in the area of
clothing products is still at nascent stage but
develop rapidly as e‐commerce technologies
as well as usage of mobile app. Therefore
fashion and apparel retailers will have to join
the multi-channel bandwagon (web and
mobile spaces) to continue remain relevant to
desired target audience .
Catalogue also happens to be important
channel for information search as well as for
purchase since for purchase of apparels
customers not only look for information
related to product and also like to compare
style, trends and price if they don’t access it
online or go to retail outlet .Retailers can thus
employ tactics in terms of price, assortment ,
promotion and supply chain to shape
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perceptions of consumers based on both
gender and age groups and their spending
decisions .This can enable the channel
members to invest in for bigger returns on
their marketing mix investment. Therefore,
it is essential for most of the apparel retailers
to join the multi-channel bandwagon which
will enable them to create retail value in
terms of price ,loyalty and innovation and to
some extent in terms of shopping experience
and time constraint for specific consumers
segments which can enable desired
satisfaction and in turn lead to retailers
loyalty. The findings are encouraging to
digital marketers as well as multi-channel
retailers designing search ads focussing to a
particular target group to create value for the
customer which can drive both online and
offline sales . The study can be replicated
keeping into account different demographic
variables like occupation, ,income and
martial status as well as physiographic
variables like personality, lifestyle .Moreover
different retail variables like store loyalty
,repeat purchase behavior and store image
can be taken into account to study their
impact on multi channel retailing.
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Appendix 1
Table 1.1: Demographic aanalysis Table for Cluster 1
Variables Values
Total No. of Respondents 28
Average Age 25
Average Price shopping Rs.1001 - Rs.3000
Qualifications
Primary school (Upto Standard 5) 0.00
Secondary school (Upto Standard 10) 3.57
Completed high school (Upto Standard 12) 10.71
Undergraduate college 57.14
Postgraduate college 28.57
Gender Male 15
Female 13
Table 2.2: Relation between Information Search and Buying for Cluster 1
Values in %
Information Search Buy
Online Catalog Retail Store Online Catalog Retail Store
Very Frequently 25.00 0.00 39.29 7.14 0.00 50.00
Frequently 39.29 0.00 39.29 28.57 0.00 46.43
Neutral 28.57 21.43 14.29 50.00 14.29 3.57
Rarely 7.14 53.57 7.14 7.14 35.71 0.00
Very Rarely 0.00 25.00 0.00 7.14 50.00 0.00
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
Table 3.3: Importance of various factors among respondents for Cluster 1
Factors Average (out of 5)
Innovation 4
Loyalty 4
Motivation 3
Shopping Experience 4
Time Constrained 3
Table 2.1 : Demographic Analysis Table for Cluster 2
Variables Values
Total No. of Respondents 12
Average Age 18
Average Price shopping Re.1 to Rs.1000
Qualifications
Primary school (Upto Standard 5) 0.00
Secondary school (Upto Standard 10) 28.57
Completed high school (Upto Standard 12) 71.43
Undergraduate college 0.00
Postgraduate college 0.00
Gender Male 12
Female 0
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
Table 2.2:Relation between Information Search and Buying for Cluster 2
Values in %
Information Search Buy
Online Catalog Retail Store Online Catalog Retail Store
Very Frequently 57.14 14.29 0.00 28.57 0.00 42.86
Frequently 42.86 14.29 0.00 42.86 0.00 28.57
Neutral 0.00 0.00 14.29 28.57 0.00 14.29
Rarely 0.00 14.29 14.29 0.00 14.29 14.29
Very Rarely 0.00 57.14 71.43 0.00 85.71 0.00
Table 2.3: Importance of various factors among respondents for Cluster 2
Factors Average (out of 5)
Innovation 4
Loyalty 2
Motivation 3
Shopping Experience 3
Time Constrained 4
Price Concious 5
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
Table 3.1 : General Analysis Table for Cluster 3
Variables Values
Total No. of Respondents 20
Average Age 32
Average Price shopping Re.1 to Rs.1000
Qualifications
Primary school (Upto Standard 5) 0.00
Secondary school (Upto Standard 10) 0.00
Completed high school (Upto Standard 12) 13.94
Undergraduate college 63.16
Postgraduate college 22.90
Gender Male 5
Female 15
Table 3.2: Relation between Information Search and Buying for Cluster 3
Values in %
Information Search Buy
Online Catalog Retail Store Online Catalog Retail Store
Very Frequently 0.00 36.84 68.42 0.00 10.53 10.53
Frequently 5.26 10.53 21.05 10.53 42.11 73.68
Neutral 57.89 26.32 5.26 78.95 15.79 5.26
Rarely 26.32 5.26 5.26 10.53 15.79 10.53
Very Rarely 10.53 21.05 0.00 0.00 15.79 0.00
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 3 (2016)
Table 3.3: Importance of various factors among respondents for Cluster 3
Factors Average (out of 5)
Innovation 2
Loyalty 4
Motivation 3
Shopping Experience 3
Time Constrained 2
Price Conscious 5