Clicks, Bricks, and Quick Picks: Retail Remix

Resumen

The retail business is undergoing a huge transition with the growth of traditional retail formats, e-commerce and q-commerce. This provides a range of buying options for consumers to choose from. The study looked at the impact of consumer behaviour on channel choice, with customer preference as a mediating variable between them. One of the primary sources of data was a structured questionnaire distributed to 418 consumers. Data were analysed using descriptive statistics, Pearson’s correlation and regression path analysis. A study says e-commerce is the most preferred way of buying among customers. In addition, the results show that aspects such as product quality, special offers, convenience, affordability, and platform reliability are crucial in influencing consumer behaviour and preferences. The results of the correlation analysis indicated that there exist positive and significant relationships between consumer behaviour, consumer preference and channel selection. Regression analysis further established that consumer preference partially mediates the relationship between consumer behavior and channel selection. The study concludes that retailers should adopt integrated omnichannel strategies that enhance customer experience, strengthen consumer preferences, and support informed channel selection in an increasingly competitive retail environment.