Priyanka Behrani

How They Shop: a Research on the Effect of Price and Communication on Customer Satisfaction in Multi-channel Shopping Priyanka Behrani

This is a research on the effect of price and communication on customer satisfaction in multi-channel shopping, namely, online and through traditional stores. There is an in-depth literature review on the various factors that have an effect on the final outcome i.e. purchase. It is believed that prices are usually lower online. If a firm competes through more than one channel, it is very important that its brand image is consistent through all the channels. Important communication like prices of the products, promotions etc. need extra attention as the company is in contact with the customer through more than one channel and in order to build a loyal customer base, it is imperative that the same information is being communicated. The sample group interviewed comprised of both, the consumers and the managers to know both sides of the story. What the consumers perceive and think at the time of making the purchase and what the managers or the companies put forth to the customers should be in sync. Open ended questions from both the sample groups helped in getting a clearer picture.