Analysis of Omni-Channel Implementations that are Prefered by Consumers in Clothing Sector
Project no. 22460 · Status: Kapanmış · 2021
Summary
The omni-channel strategy, which presents a continuous purchasing experience to consumers and which provides full integration of different channels, promises the consumers an effortless, simple and issueless buying process. In this context, this research aims to analyze the consumer-preferred omni-channel implementations in clothing sector. At the same time, it aims to make suggestions, which are based on consumer desires, to clothing producers and marketers in the light of obtained findings. An online survey is conducted to volunteer Turkish citizens (woman and man), who are at the age of 18 or elder and who are the residents of Turkey, in order to be able to obtain the data, which is used within the scope of the research. The relations between omni-channel implementations are analyzed with statistical methods, like exploratory factor analysis, t-test and anova, on the basis of clothing sector. The research is detailed and comprehensive on the basis of both scope (the provinces where the research is actualized, forms and scope of the questions, sample size, the ability of the sample to reflect Turkey in general) and used mathematical methods (exploratory factor analysis). All research is designed on the basis of clothing sector and all analyses and evaluations would be actualized on this basis. In this context, this research differs and individuates from the other studies in the literature due to these aspects. The research both contributes to the deficiencies in sector’s marketing and retailing areas and to the fulfillment of gap within the literature.