To study and analyze the buying preference of

Indian customers (Online/Offline/Web

Rooming/Show Rooming)

Symptoms:
Upon going through secondary data, symptoms listed below were found:
1. Emerging countries have a predominant trend to do webrooming rather than
showrooming.
2. Showrooming is predominantly driven by the need to experiment whereas
webrooming is driven by information.
3. As per Euromintor data between 2009 to 2014, store based retailing has
grown at an average of 1% in developed market while internet retailing grew
at 15%.
4. But contrary to this in the next 5 years offline retailing will grow at a rate of
13%.

Source : Euromonitor article on Showrooming and Webrooming trends A Global

Perspective
Euromonitor article on Showrooming and Webrooming retailing

Problem:

According to many theorists such as Ellen (2014), Elliott (2013), Headland

(2013), Newell (2013) and Pantano (2013) mobile commerce is dramatically
changing consumers buying behavior. Kourouthanassis & Giaglis (2012) define
mobile commerce as services that are available whilst consumers are on the
move
Problem Statement:
To find out consumer behavioral perspective while purchasing a product from offline/online channels &
how web rooming & showrooming affects their decision making.

Research Objective:
1. To segment the customers based on search (offline/online) & purchase
(offline/online) pattern.
2. To find the influence of the below factors on the preference of buying from a
particular medium:
a. Price
b. Gratification
c. Variety of products
d. Risk Involved in transaction
e. Perceived Convenience or Experience
3. How consumer behavior/expectation/experience is changing or reshaped with
respect to the advent of online e-commerce sites?

Unit of Analysis:
Individual Indian shopper

Variables of Analysis:
1. Demographic of customer: (Nominal Variable)
a. Age
b. Gender
c. Income
d. Profession
2. Purchase Parameters:
a. Price
b. Delayed or immediate gratification
c. Variety of products
d. Risk perception in transaction
e. Perceived convenience
3. Shopper Types (Dependent Variables):
a. Customers who search and purchase offline
b. Customers who search and purchase online
c. Customers who search online but purchase offline (web roomers)
d. Customers who search offline but purchase online (Showroomers)

Research Questions:
1. What is the general preference of customers (Online/Offline) when buying
and gathering information about a product?

2. What are the most important factors thats influencing the buying decisions
 of the consumer?

3. What would be the factors that are limiting the pure online or pure offline
category in trying the other platform?

4. Does social media has a role to play in the consumer behaviour?

Hypothesis:
H1: There is no preference among consumer to buy from online or offline
H2: There is no preference among consumer to gather information from online or
offline
H3: There is no such important factor that would influence buying decision of the
consumer
H4: Social Media have no effect on buying behaviors of Indian consumer