Analysing the shopping behaviour in the fashion segment through the showrooming technique
by Parvi Bharti; H.S. Grewal; Chirag Singhal; Himanshu Kargeti
International Journal of Business Excellence (IJBEX), Vol. 33, No. 2, 2024

Abstract: Showrooming is a phenomenon that has affected the retail markets to a great extent. Consumer walk-ins have decreased a lot because of the increase in online shopping, but more so than ever the purchase process has also been affected because of the showrooming trend. In this study an attempt has been made to understand the variables of showrooming behaviour in the fashion segment. This product segment requires the consumers to feel satisfied with the quality, thus making them shop through the integrated mode of showrooming rather than directly buying the product online.

Online publication date: Thu, 11-Jul-2024

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