Unveiling the Online-Offline Divide: Predicting Retail Channel Membership for Luxury Jewelry Consumers Using Discriminant Analysis

Authors

Bhuvanesh K. Sharma, Faculty of Management, Symbiosis Institute of Business Management, Pune, Symbiosis International (Deemed University), Pune, IndiaFollow
S. Soni, Faculty of Management, Symbiosis Institute of Business Management, Pune, Symbiosis International (Deemed University), Pune, IndiaFollow
A. Sharma, Faculty of Management, Symbiosis Institute of Business Management, Pune, Symbiosis International (Deemed University), Pune, IndiaFollow
O. Gautam, Faculty of Commerce and Management, Vishwakarma University, Pune, IndiaFollow

Author Country (or Countries)

India

Abstract

The study explores the factors that influence consumers to choose between online and offline channels for purchasing products and services. Using a quantitative approach, data was collected from 352 respondents through a survey and analyzed using discriminant analysis. The study found that consumers tend to purchase products online for self- gratification, better offers, relative price, variety of products, product information, and better price comparison. On the other hand, consumers choose offline channels for quality, reliable information, quality of judgment, and better after-sales services. The papers implications extend to marketing practitioners, specifically in luxury product marketing for segmentation, targeting, and positioning.

Digital Object Identifier (DOI)

https://dx.doi.org/10.18576/jsap/130131

Recommended Citation

K. Sharma, Bhuvanesh; Soni, S.; Sharma, A.; and Gautam, O. (2024) "Unveiling the Online-Offline Divide: Predicting Retail Channel Membership for Luxury Jewelry Consumers Using Discriminant Analysis," Journal of Statistics Applications & Probability: Vol. 13: Iss. 1, Article 31.
DOI: https://dx.doi.org/10.18576/jsap/130131
Available at: https://digitalcommons.aaru.edu.jo/jsap/vol13/iss1/31