Factors Influencing Purchase Decision In Omni-Channel Marketing

Type of analysis

Inferential analysis had been undertaken to identify and assess the overall factors which influence purchase decision in omni channel marketing. In the context of the inferential analysis the r egression tool had been applied to assess and identify whether the hypothesis can be proved true or not (1). The regression analysis as a statistical tool helps in identifying and assessing the extent to which the hypothesis may be proved true. The hypothesis has set for the study can be identified as follows:

H1=The trust has a strong impact on the consumer purchase decision

H0= The trust does not have a strong impact on the consumer purchase decision

H2=The perception regarding social media influences purchase decision regarding omni channel marketing

H0= The perception regarding social media does not influence the purchase decision regarding omni channel marketing

Survey results

The survey results gave the following findings:

Trust and purchase behaviour

It can be identified that the trust affects purchase decision by 33% and as the value of the significant f is less than 0.05 alpha value, the null hypothesis is being rejected and the alternate hypothesis is being accepted.

It can be identified that the perception affects purchase decision by 22% and as the value of the significant f is less than 0.05 alpha value, the null hypothesis is being rejected and the alternate hypothesis is being accepted (2).

Therefore, the survey results portray that factors such as customer trust and perception affect purchasing behaviour by using omni marketing channels.

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References

1. Draper NR, Smith H. Applied regression analysis. John Wiley & Sons; 1998 Apr 23.
2. Lewis-Beck C, Lewis-Beck M. Applied regression: An introduction. Sage publications; 2015 Jun 18.

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