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Abstract
Organized retail industry changed rapidly in last one decade due to technical advancement. Shoppers are changing their shopping style in the era of internet. Organized retail industry is now more dynamic and shifted itself from brick & mortar store retailing to omni channel retailing. The purpose of this study to explore the response of shoppers towards retailing channels. Existing research is reviewed to to identify the factors which affect channel choice and shoppers behavior towards various retailing channels. Product category , shopping orientations, shopping motivations, perceived risk , age , gender , culture, attributes of channels and shopping situation are the major factors which affect the channel selection of shoppers but all these factors are studied in isolation. Majority of studies highlighted that product category, shopping orientation and channel specific motivations such as convenience, touch & feel, variety , price , socializing opportunities etc. are considered by shoppers while selecting channels for purchase. Channel migration of shoppers for availing maximum benefits of multichannel retailing is clearly observed during entire shopping process but existing channel choice studies broadly focused on actual purchase rather than entire shopping process This offers a need of future research. ZMOT , showrooming and webrooming are the behaviors of shoppers which was clearly observed but adequate research is required to identify the route shoppers opt during entire shopping process. This route or shoppers journey need to be explored more and offers scope of future research.