Influence of Omnichannel Marketing on Purchase Intentions Towards Apparel Products – with a Special Reference to Madurai District

Abstract

By creating a smooth and integrated consumer experience across several touchpoints, omnichannel marketing has a substantial impact on purchase intention. This strategy, which combines online and offline platforms, increases client happiness, cultivates loyalty, and eventually influences purchasing decisions. This study examines the ways in which omnichannel marketing affects consumers’ purchase intentions. The basic data for this study were gathered from apparel consumers in the Madurai district using a convenience sampling approach. In this manner, 250 apparel customers were contacted to gather primary data in the Madurai district. Hence, it is concluded that brand familiarity has a big impact on omnichannel marketing and purchase intention.omnichannel marketing and purchase intention are greatly influenced by technology readiness. Omnichannel marketing has a major impact on apparel buyers’ purchase intentions; thus, retailers must determine how prepared their customers are to use technology and offer assistance and technical support. This can be facilitated by using live or online chatbots. Furthermore, the research recommends further investigation into the relationship between omnichannel and customer journey, as well as how consumers’ attitudes and actions evolve during their interactions with a business.