Explorative research on omnichannel marketing and consumer channel preference

As a result of current technological advancements, the expansion of shopping channels, and the diversification of demands, the way that marketing is understood needs to be changed. The emergence of new channels increased competition, making it more difficult to achieve customer satisfaction. Due to the adoption of the integrated channel concept and the focus on providing the best experience possible across all channels, the idea of omnichannel marketing has lately grown in popularity. Customers favor the channel where they anticipate having the best possible experience. In this study, the most effective factor is going be identified by examining customerpreferred channels and other channel-choice-influencing elements. In-depth interviews are conducted using a semi-structured question form with three participants, and a qualitative study is the outcome. The purposive sampling method is used in this study. To identify individuals who utilize omnichannel marketing the most often, a pre test is carried out and the top three candidates are chosen. The transcripts of the interviews are kept as audio files. Findings reveal that preferences for a certain channel are influenced by preferences for a particular product category and the preferred channel is determined by the product category.