ANALYSIS OF IMPACT OF CONSUMER BUYING BEHAVIOR IN MULTIPLE CHANNEL CONFLICT

Abstract

Multiple channel marketing is the use of various channels like retail store, web site, mail catalogue, emails or text messages to reach a customer. This study shows that effective multiple channel marketing has to be supported by good supply chain systems, so that the details and prices are consistent across the different channels. Subsequently, the study looks at the effect of manufacturer's strategies like adding new (online) channels to supply chain to compete and thereby the strategies for channel conflict reduction. Also, it includes the perception of consumers towards online and offline channels and impact of impact of multi-channels on consumer buying behavior. The first of this report lays focus on setting the objectives and rationals of this study, following by concept and framework development for reduction of channels conflict. It includes detailed analysis of different marketing mix strategies for manufacturers to reduce channels conflict between in general and specifically for online and offline channels. An important finding of this study shows that there are similarities between marketing strategies that manufacturers use to reduce channel conflict in general and those that can used to reduce channel conflict which is caused by adding online channel. The second part includes the research methodology and data analysis. Research methodology mainly comprises information about the setting up of questionnaires, sampling of consumers towards online and methods. Data analysis aims to explain the sensitivity of consumers towards online and offline channels and their role in the perception of the retailers towards multiple channels marketing, their attitude towards this whit respect to a particular brand. The final part contains observation, conclusions and recommendations that are a result of data Analysis. It also includes all the questions all the questionnaires used to conduct the study . In conclusion, the reports says, manufacturers or companies should not change their path to another channels without creating a win-win strategy with retailers to keep your head above water and for this they have to encompass, communicate and work together with their retailers to ensure both parties can benefit.