Navigating the Omnichannel Trust Divide: A Comparative Study of Brand Perception, Perceived Risk, and Buying Preferences among Indian Women Fashion Consumers
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Implication
Quantitative research reveals trust impacts channel preference in women consumers, indicating significant barriers to omnichannel integration.
Key Points
This research compares brand perception and perceived risk among Indian women fashion consumers regarding their buying preferences.
Quantitative, Descriptive-Cum-Comparative research design
Data collected via structured questionnaires
Sample of 800 women consumers from urban and semi-urban areas in India
Assessment of trust, satisfaction, and purchase drivers
52.7% of consumers prefer physical retail over online shopping
68.4% expressed concerns about the authenticity of online products
40.4% have more confidence in offline return policies
Brand image and product quality are key drivers of purchasing decisions