Purpose – This study seeks to understand the factors that drive customers in choosing their preferred retail format for purchasing perishable products, which will help retailers optimize their retail channels. The purpose of this research is to identify the aspects influencing customers' preferences among the three major retail channels for purchasing perishable products: supermarkets, wet markets, and online platforms and to assess the significance of omnichannel retailing for perishable goods. Design/methodology/approach – The study will employ qualitative method, thematic analysis to examine the four independent variables—Product Quality, Service Quality, Need for Touch, and Variety-Seeking Behavior—and their effect on consumer purchase intention. Three types of retail formats are examined, each representing a different era of retail evolution: wet markets (traditional retail), supermarkets (modern retail), and online platforms (digital retail), as mediating factors influencing purchase intention for perishable products. Findings – The result shows that a new EIC model was developed to measure the purchase intention which consist of extrinsic value (E), intrinsic value (I) and shopping convenient (C) for perishable goods in Klang Valley. Research limitations/implications – Respondents lacked a thorough understanding of the word and incorrectly associated 'omnichannel' retail with online retail format. Despite this, the study's findings provide useful insights for managerial decision-making in distribution, marketing, and operational strategies for retailers or vendors of perishable goods, when examining omnichannel retail for perishable product distribution. Practical implications – Given the nature of the perishability of the products, this research could be used to further understand how customer evaluating their purchasing experience for retailers to improve their services rendered. Originality/value – The study primarily contributes to identifying the characteristics that influence customer preferences among the three primary retail channels for acquiring perishable products—supermarkets, wet markets, and online platforms—as well as evaluating the significance of omnichannel shopping in this context.
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