• Mr. Mohd Nadeemuddin
• Dr. Jitendra Singh Rathore

With multi channels consumers will have various preferences with regards to where they acquire their products, some consumer always prefer to view product in the retail store prior to they make a purchase. Other might browse to the product on application and take a decision. Yet some might view an advertisement and decide to purchase product. And there are few other customers who decided to acquire the product at an exhibition. This study will try to identify factors why multi channel shopping is not growing rapidly in Oman in spite of huge market potential and adoption of digital technology and it will also try to identify catalysts for the strong growth of multichannel shopping in this region .This study will find out the change in consumer buying with the coming of multichannel shopping option to consumers and how different aspects related to multichannel environment are affecting consumer buying.The various factors responsible for consumer awareness are studied with the equal focus on factors responsible for multi channel shopping .The study also takes into account how informed or aware consumer take advantage of multi channel shopping environment.

Multichannel,Consumer buying,Online shopping, Offline shopping

"A study of Consumer buying and Multichannel Shopping environment in Oman", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.655-670, June 2019, Available :http://www.jetir.org/papers/JETIR1906M99.pdf

"A study of Consumer buying and Multichannel Shopping environment in Oman", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp655-670, June 2019, Available at : http://www.jetir.org/papers/JETIR1906M99.pdf