Impact Of Product Brand On Retail Environment Of India And Factors Influencing The Consumer Attitude & Behaviour Towards Online And Offline Shopping

Abstract

This study focuses on a conceptual analysis of creative retail marketing practises utilising the benefits of Product Brand as well as customer attitude and behaviour towards retailing, as well as the combined influence of these two factors on the Indian economy. This study aims to provide a clear picture of India's retailing environment. It investigates numerous difficulties, possibilities, and strives to develop an effective retailing strategy for the country based on substantial literature analysis and variables absorbed from Indian and global studies on retailing models. Technology adoption models such as Theory of Planned Behaviour (TPB) and Technology Adoption Model (TAM) have been used in the Indian and worldwide contexts to examine the changing typology of e-consumers. The study will be fully based on primary data i.e. 127 responded which are collected with the help of questionnaires. Data had been collected from the Lucknow city and respondents were those people who frequently use both the medium of shopping, online and offline both. The survey had been done with the help of a structured Questionnaire. For the analyzing the data the Simple Regression Analysis technique used for analyzing the impact on dependent variables of several independent variables. The findings' contributions would aim to aid policymakers, e-marketers, and provide an insight for future research into the gaps in this vital social and commercial economic discipline that affects all of us.