IMPACT OF OMNI-CHANNEL RETAIL STRATEGIES ON CONSUMER PURCHASE BEHAVIOUR AND SUPPLY CHAIN RESPONSIVENESS IN INDIAN RETAIL FIRMS
DOI: https://doi.org/10.65725/JCMCE/1/1/003
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 1 Issue 1, Oct-Dec 2025

Abstract:
This study investigates the influence of omni-channel retail strategies on consumer purchase behaviour and supply chain responsiveness in Indian retail firms. Data from 230 respondents, including customers and supply chain staff, indicate strong positive perceptions of omni- channel integration, convenience, and stock visibility. The findings reveal that omni-channel strategies enhance purchase frequency, reduce buying uncertainty, and enable faster order fulfillment. Supply chain responsiveness also improves due to real-time data synchronization. The study highlights omni-channel retailing as a strategic driver of business performance and customer satisfaction in India.

Authors: Dr. A. Victor Valan Arasu
Keywords: Omni-Channel Retailing; Consumer Purchase Behaviour; Supply Chain Responsiveness; Retail Technology; Integrated Retail.