Analysing the shopping behaviour in the fashion segment through the showrooming technique

Parvi Bharti, H.S. Grewal, Chirag Singhal and Himanshu Kargeti

International Journal of Business Excellence, 2024, vol. 33, issue 2, 238-253

Abstract: Showrooming is a phenomenon that has affected the retail markets to a great extent. Consumer walk-ins have decreased a lot because of the increase in online shopping, but more so than ever the purchase process has also been affected because of the showrooming trend. In this study an attempt has been made to understand the variables of showrooming behaviour in the fashion segment. This product segment requires the consumers to feel satisfied with the quality, thus making them shop through the integrated mode of showrooming rather than directly buying the product online.

Keywords: in-store; online; shopping; showrooming; behaviour; economic rationality; utility; quality. (search for similar items in EconPapers)
Date: 2024
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