Overview

Original Research

FACTORS INFLUENCE THE CONSUMERS' PURCHASE INTENTION OF OMNICHANNEL IN TAMILNADU

S. RUBY GRACE 1, and Dr. K. RUKMANI 2.

Vol 18, No 01 ( 2023 )   |  DOI: 10.17605/OSF.IO/H7K2C   |   Author Affiliation: Ph.D. Research scholar, Department of Business Administration, Annamalai University, Annamalai Nagar, Tamilnadu, India 1; Associate Professor, Department of Business Administration Annamalai University, Annamalai Nagar, Tamilnadu, India 2.   |   Licensing: CC 4.0   |   Pg no: 2517-2525   |   Published on: 31-01-2023

Abstract

This research examines the factors influence the consumers purchase intention of Omni channel in Tamil Nadu. Descriptive research design is adopted for this study to test the purchase intention of Omni channel marketing. The researcher has used primary data from those who are purchase the goods in Omni channel marketing. Purposive sample technique is suitable sampling method so that used purposive sample. 100 customers are used for this study. It was entered data in SPSS for analysis purpose. Descriptive statistical analysis, correlation and linear regression were computed. It is found that it is inferred that the behaviour intent and subjective norm are influence positive influence the consumers purchase intention but attitude is negative influence the consumers purchase intention of purchase of omnichannel product.

Keywords

Marketing, Purchase intention, Omnichannel, Tamil Nadu.