Factors affecting buying conversions: A selective literature review in case of online and offline buying

Multichannel retailing involves the use of both online as well as offline channels to sell merchandise or services to consumers. Nowadays with the easy access to internet every information about a product is available at just a click. It might be very easy for online or offline retailers to identify a prospective buyer but to convert them into purchasing a product is quite a difficult task. With time becoming such a constraint for today's consumer retailers have to be offer product/service as per the needs of the customer. It has become very important for retailers to convert a prospective buyer into a final buyer. With this background the present conceptual paper throws some light on the literatures related to the factors influencing online and offline buying behaviour, with a few other studies throwing light upon consumers’ attitudes towards price discrimination, effect of product characteristics on time spent by customer on online or offline buying.