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

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.

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