Assessment of Omni channel retailing characteristics and its effect on consumer buying intention

Abstract

Omni channel retailing phenomena gain lots of attraction among techno-savvy people because of the convenience. Most of marketers try to reach and capture large potential customers by providing them with various digital inputs through the retailing of Omni channels. Therefore, the study focuses on the identification of omnichannel characteristics’ impact on the buying intention of those customers who purchase their products with omnichannel retailing. College students in the age group 18 to 25, who are studying in urban areas were selected as the respondents for the present study. Out of 500 respondents 441 valid responses have been considered for the final analysis. The outcome demonstrates how Omni channel characteristics positively impact Omni channel consumers’ intentions to buy.