Role Of Demographic Characteristics and Cross-Channel Behaviour In Consumer Channel Choice for Electronic Products
Year: 2026
Type: article
Study design: Observational Study
Abstract: The present study investigates the role of demographic characteristics and cross-channel behaviour in influencing consumers' choice between online and offline purchase channels for electronic products. Primary data were collected from 800 consumers in Mumbai City, comprising 400 online purchasers and 400 offline purchasers. The Chi-square Test of Independence and Binary Logistic Regression were employed to analyse the data. The findings reveal that age, educational qualification, occupation and monthly household income are significantly associated with consumers' channel choice, whereas gender and area of residence do not exhibit significant associations. Younger, highly educated and higher-income consumers show a greater preference for online purchasing, while relatively older consumers display a stronger inclination towards offline retail channels. Further, showrooming significantly increases the likelihood of online purchases, whereas webrooming encourages offline purchasing behaviour. The study highlights the growing importance of omnichannel shopping behaviour and suggests that retailers should adopt demographic-specific and integrated channel strategies to enhance consumer engagement and purchase conversion.
Authors: Shaikh, Abid Abbas, Jain, Khushpat S.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7225083284