Abstract
The growth of multichannel retailing has demonstrated the need for retailers to ensure a deep understanding of how consumer choices differ across online and offline channels. To guide and accommodate changing consumer needs, retailers must reconsider their strategies in a way that fits the contemporary multichannel environment and is grounded in insights about consumers. The purpose of this thesis is to develop understanding of consumer choices in online and offline channels and how the retail mix impacts these choices. To address this purpose, four empirical articles examine consumer choices of private labels, sustainable products with green and ethical labels, and purchase intentions, and the impact of retail mix instruments such as price, promotion, assortment, and product display on these choices online and offline. The thesis demonstrates that multichannel consumers behave differently in online and offline channels in at least two ways: consumers make different product choices in these two channels, and they respond differently to retail mix instruments online and offline. The results also show that the combination of demand and supply factors as well as channel effects drive these differences in consumer choices across the channels. Overall, the findings contribute to advancing knowledge in retail research by enhancing the understanding of multichannel consumer behavior.