Omni channel consumer segmentation based on Marketing mix factors and shopping motives a study in visakhapatnam city

Abstract

newline ABSTRACT newlineOmni-channel retailing is a business approach that allows customers to shop and newlinepurchase products at any time and from any device, including online stores, mobile apps, newlineand physical stores. This approach requires careful consideration of all marketing mix newlinefactors to be successful. The most important factor in Omni-channel retailing is the newlineproduct itself. It is essential to create a product that is attractive, unique, and offers value newlineto customers. The product must be tailored to the preferences of the target market, and newlinethe pricing must be competitive. In addition, product availability must be considered, newlinewith products stocked in both physical and online stores, as well as through third-party newlineretailers. Promotion is another key factor in Omni-channel retailing. Since customers may newlinebe shopping through different channels, it is important to create a consistent message and newlinebrand identity across all channels. This can be done through effective advertising, newlinepromotions, and content marketing. Social media is another important element of newlinepromotion, as it provides an opportunity to reach a larger audience and engage with newlinecustomers. The placement of the product is also essential in Omni-channel retailing. It is newlineimportant to make the product easily accessible to customers, both online and in physical newlinestores. This requires careful analysis of customer preferences and locations. It is also newlineimportant to consider the customer experience, both in physical stores and online, to newlineensure that customers have a positive experience and are able to find what they are newlinelooking for. newlineFinally, customer service is an important factor in Omni-channel retailing. newlineCustomers expect to receive timely and helpful customer service, regardless of how they newlineare shopping. This means providing consistent customer service across all channels, as newlinewell as ensuring that customers have access to helpful customer service representatives newlinewhen needed. The marketing mix factors are essential for the success of Omni-channel newlineretailing. It