Exploring the Effects of Innovative Retail Touchpoints on Consumer Buying Behavior in India: Application of the S-O-R Model

Authors

  • Esha Joshi Program Manager Marketing Division of Yellow Pages Canada
  • M.V. Rama Prasad Professor GITAM School of Business, GITAM University Bengaluru Campus

DOI:

https://doi.org/10.33516/maj.v57i12.91-95p

Abstract

The retail industry in India has experienced unprecedented changes and growth in the past few years. Retailers need strategies that can improve consumer engagement towards their stores. Consumer engagement towards retailers is often affected by the various touchpoints that these retailers adopt. These touchpoints are the contact-points between a retailer and the consumers and can greatly shape the behavior of consumers. This study examines the effects of new touchpoints on consumer buying behavior. The study draws theoretical guidance from the Stimulus-Organism-Response (SOR) paradigm.

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Published

2022-12-01

How to Cite

Joshi, E., & Prasad, M. R. (2022). Exploring the Effects of Innovative Retail Touchpoints on Consumer Buying Behavior in India: Application of the S-O-R Model. The Management Accountant Journal, 57(12), 91–95. https://doi.org/10.33516/maj.v57i12.91-95p

Issue

Volume 57, Issue 12, December 2022

Section

Consumer Behaviour
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Europe PMC

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