The Impact of Omnichannel Strategies on Consumer Purchase Intention and Purchase Behaviour in Fast-Moving Consumer Goods the Mediating Role of Perceived Ease of Use

Abstract

Indian Fast-Moving Consumer Goods (FMCG) sector has experienced a radical phygital shift in the fast-changing retail world of 2026. Due to more consumers in metropolitan centres such as Chennai moving in and out of traditional Kirana shops and Quick-Commerce high-speed customer platforms, the performance of an integrated Omnichannel Strategy has been a determinant factor of market success. Nevertheless, the psychological processes that transform the brand strategy into real transactions, that is, the power of user-friendliness, is under-investigated within the Indian context. The main aim of the research is to analyse how an integrated Omnichannel Strategy will influence Consumer Purchase Behavior in the Chennai FMCG industry. This research was a cross-sectional and quantitative study. This was based on sample of 200 respondents in Chennai sampled through a multistage stratified random sampling method in four major zones in the city. The core constructs were measured with the help of a structured questionnaire that included 5-point Likert scales. Pearson Correlation was done to form preliminary relationships between the data and Multiple Regression Analysis (following the Baron and Kenny method) to verify the mediation effect of PEOU. The consequence of the statistical analysis showed that there was a high positive correlation (r = 0.58, p < 0.01) between Omnichannel Strategy and Purchase Intention. The regression model was found to be significant (F = 118.42, p <.001) and Omnichannel Strategy was found to explain 37.5 percent of the Purchase Behavior variance. Importantly, the findings confirmed that Perceived Ease of Use is a significant mediator of the relationship. It is concluded that physical and digital integration, though not enough in itself, is needed in the case of FMCG brands in Chennai. The results indicate that it is the simplicity of the consumer journey that is the real impetus of the transactional success.