International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Impact of Omnichannel Marketing on Purchase Decision of Apparel Products

Author(s) Dr. HARIPRABHU DHAKAL B, Dr. CHINNADURAI P, Dr. VELAUDHAM C
Country India
Abstract This study examines the impact of omnichannel marketing on the purchase decision and post-purchase behaviour of apparel consumers in Cuddalore district. The research investigates the influence of three major omnichannel marketing dimensions online channels, mobile channels, and social media on consumers' purchase decisions and evaluates how these factors subsequently affect post-purchase behaviour. SEM was employed to test the proposed relationships. The model exhibited an acceptable fit, and the regression results revealed that all hypothesized relationships were positive and statistically significant (p < 0.001). Among the omnichannel marketing dimensions, social media exerted the strongest influence on purchase decision (β = 0.408), followed by mobile channels (β = 0.293) and online channels (β = 0.277). Furthermore, purchase decision significantly influenced post-purchase behaviour (β = 0.351), while online channels (β = 0.608) and social media (β = 0.324) also had direct positive effects on post-purchase behaviour. The findings demonstrate that an integrated omnichannel marketing strategy enhances consumer engagement, strengthens purchase decisions, and promotes favourable post-purchase behaviour in the apparel sector. The study provides valuable insights for apparel retailers and marketers in developing seamless and customer-centric omnichannel strategies to improve customer satisfaction, loyalty, and long-term business performance in the highly competitive retail environment.
Keywords Omnichannel Marketing, Purchase Decision, Post-Purchase Behaviour, Apparel Products, Cuddalore District
Field Business Administration
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-04
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.84508
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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