Effect of phygital (physical+digital) strategy on purchase intention consumer durables

Abstract

In India, smart phone and internet penetration is increasing day by day in all parts of the country. Marketing via digital media is becoming a powerful tool as compared to traditional marketing. In this study, we aim to study the interaction of digital and physical strategies on the purchase intension of customers for consumer durables. The study includes qualitative and quantitative research. We have hypothesized that Phygital strategy leads to higher purchase intention of consumer durables. Primary research includes focus group discussions which provides valuable insights while purchasing consumer durables. We have restricted consumer durables to refrigerator, washing machine and Air conditioners for this study. For quantitative analysis and to prove hypothesis, we conducted an experiment where two scenarios of presence and absence of phygital strategy are presented to measure purchase intension on Likert scale. We identified a target demographic of urban and semi urban respondents. Sample used has some limitations since survey is conducted majorly among college students. The statistical tools used in the study (ANOVA), provides significant evidence that phygital strategy increases purchase intension. the same results are obtained by our focus group insights and survey question where most of the respondents favours phygital strategy due to connivence and seamless experience. We conclude with recommendations which will indeed customer footfall, increase sales and savings of resources. Phygital experience is the need of time since customers are becoming smart hence business modes must go smarter in way of communication and operations.