Young consumers online and offline channel purchase behaviour

Abstract

Consumers purchase path has become increasingly fragmented, as consumers now shop across various online and offline channels to complete a single transaction. Certain aspects need to be taken into consideration, to understand how consumers choose between these online and offline channels during their purchase journey to fulfil their requirements. The main aim of this study was to understand young consumers online and offline channel purchase behaviour. This was done by evaluating channel usage from three different directions, 1) channel influencers, 2) purchase journey, 3) value dimensions. The empirical part of the thesis was based on quantitative research method. Primary data for the thesis was collected through survey questionnaires in two phases. The research revealed that young consumers preferred online channel for information search and offline channels for product acquisition. Due to channel evolution, it was possible for them to switch between online and offline channels effortlessly through search and acquisition. It seemed obvious for the young consumers to prefer the circular journey, as this journey narrows down the purchase path significantly compared to the other journeys. Value dimensions play a very important motivating role in channel purchase behaviour among young consumers and an important deciding factor on their channel specific usage during their purchases.