A Factor Analytical Study on Consumer Perceptions Towards Omnichannel Retail Marketing (a Case Study of East Delhi)

Abstract

The evolving landscape of retail marketing has seen a significant shift towards omnichannel strategies, where businesses integrate their online and offline platforms to deliver a seamless and consistent customer experience. This research paper explores consumer perceptions towards omnichannel retail marketing, with a focused case study in East Delhi—a region representing a blend of traditional and modern retail formats. The study aims to identify the key factors influencing consumer attitudes, preferences, and satisfaction in the context of omnichannel retailing.

A structured questionnaire was administered to 250 respondents selected through stratified random sampling across shopping malls, local markets, and online platforms. The study employed exploratory factor analysis (EFA) using SPSS to extract the underlying dimensions from the collected data. The results revealed five dominant factors shaping consumer perceptions: Convenience and Accessibility, Trust and Security, Technology Adaptability, Customer Engagement, and Personalization and Consistency. These factors accounted for a significant proportion of variance in the data, suggesting their critical role in shaping consumer behavior in omnichannel environments.

The findings of this study highlight that consumers value seamless transitions between online and offline touchpoints, along with secure and personalized experiences. Moreover, the adaptability of technology and active customer engagement significantly enhance their satisfaction and loyalty. The paper also discusses the implications of these findings for retailers, marketers, and policymakers aiming to design effective omnichannel strategies that resonate with urban consumers.

In conclusion, the study contributes to the existing body of literature on retail marketing by offering empirical evidence from an Indian urban context. It serves as a valuable guide for retailers seeking to optimize their omnichannel presence in rapidly changing consumer landscapes.