Exploring multichannel design: Strategy and consumer behaviour

Abstract

This research is engaged in identifying and stitching together different research findings in the wide area of online and offline channel design that is based on the possibility of offering multichannel. Recent marketing trends are showing that suppliers of products/services are very interested in inventing different new web-based channels and social networks as selling channels and communication outlets in addition to the conventional offline channel. This current study attempts to review literature in this area that is addressing the apparently fragmented, but theoretically connected, issues such as channel strategy, multichannel design criteria, optimization of channel switch, consumer channel selection criteria, consumer preferences in adopting any channel, consumer attitudes toward online advertisement, market segmentation based on consumer psychosocial traits for channel selection, and a comparative analysis between conventional and online channels. Through a detailed literature review, this study has identified the limitations of these research articles and acknowledged research gaps. Based on those research gaps, a set of sequential recommendations are stated to advance the theoretical and managerial gap in marketing research on multichannel design reflecting consumer integrative behavior.

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