EVALUATION OF BEHAVIOURS OF CUSTOMERS ON WEBROOMING AND SHOWROOMING

Abstract

In the age 0f gl0balizati0n electr0nic marketing is a great rev0luti0n. 0ver the last decade maj0rity 0f business 0rganizati0ns are running with techn0l0gical change. 0nline sh0pping 0r marketing is the use 0f techn0l0gy f0r better marketing perf0rmance. And retailers are devising strategies t0 meet the demand 0f 0nline sh0ppers; they are busy in studying c0nsumer behavi0r and attitudes in the field 0f 0nline sh0pping. Sh0wr00ming is the practice 0f examining merchandise in a traditi0nal brick-and-m0rtar retail st0re 0r 0ther 0ffline setting, and then buying it 0nline, s0metimes at a l0wer price. The reverse way 0f sh0wr00ming is webr00ming which is when c0nsumers g0 0nline t0 search pr0ducts, but then head t0 a bricks-and-m0rtar st0re t0 c0mplete their purchase because they can see and t0uch the real pr0ducts and have 0pp0rtunities t0 experience the pr0ducts that they want t0 buy. In the age 0f smartph0nes, tablets and ubiquit0us price inf0rmati0n, sh0wr00ming has bec0me a real issue f0r traditi0nal retailers. In this study, I als0 tried t0 study c0nsumer’s attitudes t0wards 0nline as well as 0ffline sh0pping and specifically studying the fact0rs influencing c0nsumers.