A study on factors influencing Consumer Engagement in Retail

Consumer Engagement is a term defined in online marketing where the consumers interact with a website and are engaged to the contents of website and these websites market having a higher level of consumer engagement. The concept of consumer engagement has been extended in the study to the field of retail wherein consumer interacts with the retail stores and is engaged with the retail store. The study was conducted in six major cities of Rajasthan with the objective to find out the level of consumer engagement. A sample size of 360 respondents was covered under the study with a sample of 60 respondents from each city among SEC A and B classes. There were 13 factors identified as a result of elicitation studies that were found to impact consumer engagement and its four major dimensions of consumer involvement, interaction, intimacy and experience. A regression analysis was conducted to find out the impact of the 13 factors on consumer engagement and its four major dimensions. It was found out as a result of the study that the major factors that influence consumer engagement were Product Variety, Air-conditioning facilities, discounts, product displays and music played inside the retail stores.