Evaluating How Consumer Purchase Intentions Are Affected by Integrated Omnichannel Strategies in FMCG Retailing

Purpose: This study investigates the integrated of channel synchronization, seamless checkout experience and personalized marketing on consumer purchase intention (CPI) in the fast-moving consumer goods (FMCG) sector, with perceived omnichannel convenience (POC) serving as a mediating variable. Design/Methodology/Approach: A quantitative survey was conducted with 300 FMCG consumers in Chennai. Data were analyzed using structural equation modeling (SEM) to test direct and mediating relationships among the constructs. Reliability and Validity were made through Cronbach’s alpha, composite reliability and average variance extracted measures. Findings: The results confirm that all three omnichannel strategy factors significantly enhance POC, with personalized marketing emerging as the strongest predictor, followed by channel synchronization and seamless checkout. POC in turn, exhibited a substantial positive effect on CPI, validating its mediating role. Implications: Theoretically, this research enriches omnichannel and consumer behavior literature by positioning POC as a central mediating factor, Managerially, the findings highlight the importance of harmonizing strategies across synchronization, checkout and personalization to maximize convenience, thereby driving consumer purchase intentions in the FMCG sector. Originality/Value: This study is among the first to empirically validate the mediating role of perceived omnichannel convenience within the FMCG context in an emerging market. By integrating multiple omnichannel drivers into a cohesive framework, it advances both academic theory and managerial practice