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An empirical study on channel attributes of online and offline channels based on Engel-Kollat-Blackwell (EKB) model

Author

Listed:
  • Riktesh Srivastava
  • Jitendra Singh Rathore
  • Harbhan Singh

Abstract

Multi-channel shopping is gaining unprecedented forte over recent years. 86% of shoppers use at least two channels when shopping, which is either one amongst - researching offline and buying offline, researching offline and buying online, researching online and buying offline, or researching online and buying online. It has become essential for both retailer and consumer to identify the relevance of these channels and devise strategies accordingly. The present research studies the significance of multi channels with reference to Indian scenario. We use five steps of Engel-Kollat-Blackwell (EKB) model of consumer decision making process to identify the applicability of multichannel using 41 questions comprising of 216 respondents were taken for the study across six states to India to identify the relevance of each of the channels using statistical findings and critical values.

Suggested Citation

  • Riktesh Srivastava & Jitendra Singh Rathore & Harbhan Singh, 2021. "An empirical study on channel attributes of online and offline channels based on Engel-Kollat-Blackwell (EKB) model," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 17(6), pages 864-882.
    • Handle: RePEc:ids:wremsd:v:17:y:2021:i:6:p:864-882
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