Applying importance performance analysis (ipa) to exam consumer behavior in Multi-channel environment

The diversity of smart devices has provided consumers the opportunity to purchase through various distribution channels. Previously, marketing strategies were established to each channel, but consumers no longer recognize the borders between channels and use them comprehensively. Therefore, this study provides appropriate strategies for multi-channel distribution, based on the consumer decision-making process. The study collected data from a questionnaire survey of 132 consumers using offline, online, and mobile channels. Their decision-making process was analyzed using importance- performance analysis and analysis of variance. The study recommends a comparative analysis of strategies for the multi-channel distribution environment and suggests directions for further research.