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Research on Online Market Vs Offline Market

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National Conference on EMERGING TRENDS IN ENGINEERING TECHNOLOGY AND MANAGEMENT - NCETETM 2019,
Amity School of Engineering and Technology, Amity University Chhattisgarh Raipur, 12-13 February 2019
ISBN- 978-93-85525-50-6

Research on Online Market Vs Offline Market

Mahima Isswani1 and Chaturvedi D2
1
Student of Amity School of Fashion Design and Technology.
2
Asst. Prof. of Amity University Chhattisgarh, Raipur, India.
[email protected]/[email protected]
__________________________________________________________________________

Abstract
This Research is conducted to recognize that, how consumers measure channels for their purchasing. Online
Shopping is a process where consumers directly buy goods, services etc. from a seller without an
intermediary service over the Internet whereas Offline Marketing strategies utilizes offline media channels
to create awareness of a company‘s products and services. Specifically, it progresses a conceptual model
that addresses consumer value perception for using the Internet Shopping versus the Traditional Shopping.
Observations of Online and Offline buyers can be evaluated to see how value is constructed in both the
channels. It is to recognize what factors influence online and offline shopping choice progression. The
Research was conducted to understand the consumers preference for their future i.e. what is going to be the
future of India‘s Online Market or Offline Market. Consumer‘s shop when and where they want, where they
are comfortable with the products and the choice of shopping. In recent some years people are more aware
of the technology so as the online shopping had increased immensely. However, the respondent said that
they will love to purchase from online shopping if only the price of the product is less than the market, but
they feel risk of quality of product in Offline Shopping.

Key Term- Online Marketing, Offline Marketing.

_______________________________________________________________________________________

1. INTRODUCTION
The increase in technology provides good opportunities to the seller to reach the customer in much faster,
easier and in economic way. Online shopping is emerging very fast in recent years. Now a day the internet
holds the attention of retail market. Millions and millions of people shop online. On the other hand, the
purchasing of product from traditional market is continuing since years. Many customers go for purchasing
offline so as to examine the product and hold the possession of the product just after the payment for the
product. In this contemporary world customer‘s loyalty depends upon the consistent ability to deliver
quality, value and satisfaction. Some go for offline shopping, some for online and many go for both kind of
shopping. The focus of the study is on the consumer‘s choice to shop on internet and at the traditional stores
at the information gaining period. However online shopping is easier for the people and less price than the
offline shopping. While making any purchase decision consumer should know the medium to purchase
whether online shopping or the offline shopping. Consumer should decide the channel for them which can
best suit to their need and wants and which can satisfy them.
In this competitive world how, consumer can decide the particular medium for their purchase of goods is
very important to understand in a managerial point of view. (Laing and Lai, 2000) said that the internet
1
shopping is the third best and most popular activity over internet after online shopping next comes the e-
mail using, instant messaging and web browsing. These are even more important than watching or getting
entertain by the internet or getting any information or news, this are the two very common thought which
comes to the people‘s mind when considering the internet users do when they are online.

2. ENTREPRENEUR
An Entrepreneur is a person who, finds and runs a small business, dealing with all the risks and rewards of
the business, rather than working as an employee. Entrepreneur is a starter, an initiator, a challenger and a
driver. Entrepreneur plays a key role in any economy.
Economists have never had a consistent definition of ―entrepreneur‖ or ―entrepreneurship‖, the word
―entrepreneur‖ comes from a french word ―entreprendre‖. Means to undertake. Entrepreneur is the one who
has highest stakes in the business, thus he/she is the one who needs to be empowered.

3. ONLINE SHOPPING
Now a day the life style of the people is different. People feel uncomfortable and time consuming for going
crowded markets. So, E-Shopping is a boon as it saves lot of time. Online shopping is a process whereby
consumers directly buy goods, services etc. from a seller without an intermediary service over the Internet.
Shoppers can visit web stores from the comfort of their house and shop as by sitting in front of the
computer. Online stores are usually available 24 hours a day and many consumers have internet access both
at work and at home. So, it is very convenient for them to shop Online. One of the most enticing factors
about online shopping, particularly during holiday season is, it alleviates the need to wait in long lines or
search from a store for a particular item. Variety of goods are available in online.

3.1 HISTORY OF DIGITAL MARKETING

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The development of digital marketing has simultaneously increased with the development of technology.
In mid 2000 a change was observed in customers behaviour as they began to research their product online
using google and other search engines before the actual purchase. This made the marketers difficult to
understand the behaviour of the custmers. So, Pardot company took the challenge to solve this through
marketing automation and this resulted in allowing marketers segment the market and develop multi channel
campaigns content.
In 2000s, social media was spread all over and since then it has been palying a very vital role in digital
marketing. Several social media channels took its birth during this period. Some year wise examples are:

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Prevalences of social media created a new dilemma for marketers that was solved through many new
software companies.
In 2004, google launched its G-mail which is widely used now.
In 2005, Esty, an online marketplace for handmade and vintage goods launches. Google launched Youtube.
In 2006, Digital marketing world saw its first steep surge in 2006, when search engine traffic was reported to
have grown to about 6.4 billion. During this year, Amazon‘s sale crossed $10 billion.
In 2009, BigCommerce launches an online storefront platform.
Till the arrival of 2010 consumers were no longer tech savey instead they have became tech department as it
was seen that Americans were spending an average of 11 hours online every day, even without any
notification 67% people were checking their phones frequently. It was the time when Whatsapp was
launched. Then in 2011, Google launched its online payment system. Facebook launched sponsored stories
as a form of early advertising.
Now the time came of acquisition, as in 2013 Yahoo acquired Tumblr and in 2014 Facebook acquired
WhatsApp. In 2017, Instagram shoppable posts were introduced and Cyber Monday sales exceeded $6.5
billion.
So, it can be said that the digital marketing is growing rapidly and with each passing day it is bringing
number of opportunites for the consumers as well as for companies.
3.2 FACTORS AFFECTING ONLINE SHOPPING

Online shopping becomes relevant in the last decade. The kind of business online retailer are doing is proof
enough that they are providing some benefits to customer which offline shopping does not give to the
customer. These are the factors affecting online shopping:

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1. Risk: When a consumer buy a product through online sources\online market, it is not possible for him to
touch or feel the product to know its actual quality. Hence it is known by all that lot of risk is involve while
buying an online product as we don‘t know whether the product will reach on time or not, will the product
be the same which we have ordered or not, is a main concern and also there may arise a risk of product size
and colour as it may differ in real view or sense. Sometimes the product ordered is kind of damaged.

2. Convenience: Online shopping is much more convenient than offline shopping. Instead of taking out
your vehicle and visit shop to shop you can just sit at your home and do the shopping. It is convenient to sit
at one place and shop the product of our choice without moving from place to place. Once you have decided
on what you want to buy the payment process is seamless and the order is delivered to your place. Online
shopping makes things more convenient. We can have a lot of choice over there in any kind of material we
want to deal with that too without any fear of dealing with any dealer or distributers. Online shopping is
convenient in its real sense as it do not carry any dealing with issues of asking for wanted items or issues of
asking for desired kind of items which helps in avoiding the part of waiting, asking, questioning about the
product.

3. Anxiety: People‘s anxiety of exploring the sites and experimenting over them is also a matter of concern.
Sometimes people those who are not very known to any sites like flip kart ,myntra or any sites they just feel
like it‘s a tough kind of activity over net and its complicated in there sense as they are not very fond of doing
online shopping as it takes a time to even understand the product about its details. This particular activity
makes them irritated and anxiesious over any kind of fatal online dealing.

4. Previous online experience: How has been a person‘s experience in past as far as online shopping is
concerned is a major story of concern. Previous experience is what matters actually as its hamper or
sometime it keep good view or mood of people. There are two experiences one is about good and another is
about bad. Both has its own and different affect in the mind of buyers. So these factors also influence online
shopping or e shopping.

5. Pricing Policy: Online retailers gets an inherent advantage in pricing as they don‘t have to bear expenses
like store rent, bills etc. They can pass their price directly to customer and generally offer a lower price to
customer than offline market. Even when shipping charges are included than also it is better than the offline
shopping. Hence, determines the level of online shopping. Lower the price- higher the mood to demand,
higher the price –lower the demand. Price of any commodity also influences the purchasing power of any
specific buyer. Consumer generally prefer mild or normal price with good quality and do not want to spend
or expense lot for any kind of stuff. So buying and selling both are simultaneously affected by the price of
product.

6. Quality: The quality of product at online sites and offline stores vary a lot and then this determines the
frequency of online shopping. Quality also carries good affecting nature over any kind of shopping. As
consumer or buyer want to have a good quality of product as they spent their huge sum of money. In
general, qualities is a primary need over any kind of purchasing as it somewhat secure or give a good sense
of buying or kind of guarantee about the product preferred.

7. Online trust: It depends on customer perception whether they trust a particular site and its product and
services. Hence the frequency of online shopping also depends upon whether they trust a particular site or
not. People are different in their nature and thoughts, some kind of people trust online dealing some kind of
people are in fear of online dealing. Trust 6 carry a lot of points examples- trust about the same product size
quantity weight and security etc.

8. Tangibility of the product: If we are purchasing from a offline market i.e. from a store then we get to
touch and know about the quality of product before buying which help the customer to take the decision to
buy the product or not whether the product will suit the customer need or not. Whether a person want to buy
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a product or not is determined by whether the consumer can feel product or not. Online Shopping is also
determined by the tangibility of he product. Without touching the preferred or desired substance nobody can
trust about the worthiness or quality or sense of any preferred product.

9. Delivery time: If we buy a product Online it would take minimum of six to seven days to be delivered to
us. But this is not such in case of Offline shopping, here the possession of product is immediately transferred
to the buyer. So it can be considered as a major factor that affects online shopping. To satisfy consumer one
has to provide with a good delivery time; as they prefer to get product in desired time and in shortest
duration. This is the second major affecting which affects the demand of product.

10. Income: Income plays a most important role in purchasing online products. The person whose income is
more, will be more involved in online shopping as compared to the person whose income is less. Higher
income people prefers to purchase online more than offline as it gives them reliability, convenient, saves
time and less leg work. Higher the income higher will be the purchasing of online product and vise-versa.

11. Taste and preference: The next factor which influences online shopping is taste and preference of the
customer which varies from customer to customer and time to time. Taste and preference, matters on the
basis of age groups in online shopping, as old age people buy or purchase product for their kind of use
where as young generation or teenagers use their taste of product to purchase. Taste and preference move in
tend of ages and choices. Every customer or buyer choices are different in nature as per their ages.

12. Information: The information given in the site may not be correct and appropriate information. The full
information about the quality of the product must reach to the customer. Hence it affects the online buying
of the customer. Information provided by the preferred sites may be not the same about the detail of the
product. Sometimes it happens that many customers buy the product after their full knowledge of details as
they believe that the detail are accurate and good in sense. Information related to product may not vary in its
real sense when it arrives or delivered to relevant customer, as it dissatisfies the customer.

13. Variety: The numbers of variety of options that a customer gets online is hard to match any product
purchased offline. The online retailer‘s stock maximum products from all the major brands so that a
customer can find any product in their listing no matter how hard to find it is in the offline store. Online and
offline both shopping provide variety of range from various brands. Variety in it itself is the foremost
dealing factor which majorly influence the market. Larger the variety of product in a store higher the selling
will be and vice-versa. People generally prefer to move where they get more variety of products.

14. Discreet shopping: While buying some products like lingerie, customers just don‘t feel comfortable to
buy such products through offline store. Shopping online provides discreet shopping to customers. Purchase
of girly material is been made so convenient by online shopping as we don‘t have to dealt with any kind of
uncomfortable situation. There is no person whom we have to ask for any kind of intimate product, customer
can easily cope with online as they can purchase their usable items without any kind of hesitations.

15. Offers: Rather than offering products at lower price most online companies regularly come up with
discount offers in association with bank, brand etc. Which attract customer to get additional saving while
buying products online. Offline stores only give offer or discount during stock clearance or when the
manufactures gives the discount on the products. Online shopping always provides offers at all the time and
day. In every purchase we get some offers even if there is no festival or carnivals. Offers are a great factor
which attract customer to purchase online. Offer carries a great influence in shopping.

16. Instant gratification: Customer buying offline gets their products as soon as they pay for it but in
online shopping customer have to wait for their product to get their product. Under normal circumstances
waiting a day or two does not matter much but when a customer want to get the product instantly than
offline shopping become necessary.
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17. Available product and services: Online shopping offer customers more benefit by providing more
variety of goods and services that they can choose from. There are some goods which a customer can only
find online.

3.3 PROS OF ONLINE RETAIL

There are so many benefits to online market as first of all setting up an online store comes with significantly
lower startup costs than a traditional store, we don‘t have to pay for a large physical, As a result, you can get
started quickly, with less capital investment.

Customers do appreciate the convenience of ecommerce as with the ability to browse in your own time from
anyplace make the process much more appealing to some customers. Then next comes of having the facility
of products delivered straight to their door, within a few days and even at a time suitable to the customer, is
more attractive.

If we try to look from retailer‘s point of view, it is now possible to track the customer‘s interactions with
your store across multiple different platforms gives you access to data that can elevate marketing efforts
above anything else that a traditional store could manage.

3.4 CONS OF ONLINE RETAIL

While on one side an Online store can be easier and quicker On the other side, not having a location can
make it costlier to drive customers through to your store.

If one is into Online Market, he needs to allocate more resources and time to marketing in order to let the
customers know you existence in business. It‘s also more difficult in online market to build meaningful
interactions with your customers as there‘s no face to face interaction.

3.5 COUNTRIES WHO SPEND THE MOST MONEY SHOPPING ONLINE

Online shopping gives customers an opportunity to purchase goods and services from a provider without
ever going to the store. Instead, customers can simply visit the provider or seller‘s website and place the
order and pay for it. The products or services are delivered to the customer‘s registered location. Online
shopping can be done via computer, tablet, or Smartphone at anytime or anywhere. Now a days, the largest
and the most popular online shopping websites are Amazon (since 1995), eBay (since 1995), and Alibaba
(since 2003). Online shopping has changed the buying patterns in many countries and is quickly becoming
popular in others.
Since the internet was first introduced to the public till now, it had become part of everyday human life. As
population is increasing after the introduction of the internet so, doing tasks online had become a common
place around the world for online shopping which cease to be a novelty or convenience.

As per study, countries which spend the most time in shopping online is been calculated, among which
United States rank first with 1,804 (average e-commerce revenue per online shopper, in US dollars), then
comes United Kingdom ranking second with 1,629. Followed by sweden with 1,446; France with 1,228;
Germany with 1,064; Japan with 968; Spain with 849; China with 626; Russia with 396 and lastly among
top 10 comes Brazil with 350 (average e-commerce revenue per online shopper, in US dollars).

3.6 BRICK-AND-MORTAR IS STILL KING.

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As per the different research it was observed that online retail sales in 2016 was grown upto 10.1%
compared to 1.4% for total retail sales, or 7.4 times more. This trend might remind some of similar past
trends, such as those in the news industry when it seemed online might be their future.
The present trends is proves that only one online retail company that features among the top 10 US retailers
— Amazon, Inc. And even then, it ranks only 7th in retail sales, behind competitors such as Walmart,
Costco, and Walgreens. But on the other signs indicating that brick-and-mortar stores, not online, are the
future of retail. One would be the conversion rates. People who enter physical shops are much more likely to
purchase one item than those who visit websites.
Indeed, even Amazon seems to be trying to make the case for physical retailers. Its recent acquisition of
Whole Foods for almost US$14 billion, in addition to the several brick-and-mortar bookshops it has already
opened in the US, give away the impression that the company believes a successful strategy for the
future includes a combination of online and offline. To maintain a sustainable competitive advantage, one of
those streams alone might not be enough.
Physical retail shops allow customers and consumers to go through entirely different experiences, still
unavailable online. Factors like the smells, sounds, and human interaction that can be found at a store are
hard to replace and will likely be a driving factor for brick-and-mortar survival. It is estimated that in 2020,
in the US, more than 80% of retail sales will still happen within physical stores.

3.7 ONLINE-SHOPPING IS RISING.

As we are becoming more and more connected to the digital market our ability to make use of data is
increasing, purchasing may become much more ―natural‖ online. From now onwards we are already
exposed to targeted ads, news, and much more.
Another factors that contribute to the rise of online retailers is that it is time saving. You can order anything
at anytime from anywhere, without your any leg in few days it would arrive at your doorstep. Today, with
drone technology, and with online retailers developing their own delivery chains, the norm has become 2-
day delivery, and customer expectations have adapted.
With such advantages, shopping online had become more convenient, no doubtingly driving future demand
for it too. For people living in rural areas, small towns, products may not be available near their locations,
this might become their preferred method of shopping. Walmart created a successful business around large
outlets near small towns; fast delivery brings similar benefits, without the costs.

4. DIFFERENT FORMS OF DIGITAL MARKETING

Digital Marketing is referred by different names like web marketing, online marketing and internet
marketing too, it also have different forms or ways to digital market a business.
4.1 SEARCH ENGINE OPTIMIZATION
SEO is a methodology of strategies, techniques and tactics
FIGURE 1
those are been used so as to increase the amount of visitors on
website by obtaining a high ranking placement in the search
result page of a search engines. These include Google, yahoo,
Bing, and many more. It‘s a common practice for internet
search users to not click through pages and pages of search
result. On addition it‘s a great way to improve or focus on the
quality of website by making it user – friendly, faster and
easier to navigate. It serves to a billion of people by giving
them answers of their questions.

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4.2 SOCIAL MEDIA MARKETING
FIGURE 2

In social media marketing we use social media

websites and application so as to promote or
advertise a product or services to increase its selling.
It‘s a catch all term for sites that may provide
radically different social actions. For example,
‗Twitter‘ is designed for short messages and updates
where as ‗Facebook‘ is a full-blown social
networking site that allows for sharing updates,
photos, joining events and a variety of other
activities. Social Media usually feeds into the
discovery of new content, and this can also support to build links that in turn support into SEO efforts.

4.3 EMAIL MARKETING

FIGURE 3

Email Marketing is an marketing strategy of sending

commercial messages to a group of people or
company, using gmail. It is been used to send
advertisements, business requests, or solicit sales or
donations which is meant for building loyalty, trust or
brand awareness. It is used for the purpose of
enhancing a merchant‘s relationship with the
consumers, encouraging them to maintain or build
trust for repeat business, acquiring new customers
sharing third party ads.

4.4 DISPLAY ADVERTISING

It is a type of online marketing only which comes FIGURE 4

in several forms including banner ads, rich media
and more, it is dependents upon images, audio
and video that communicates an advertising
message to customers. These business ads can be
put on search engines, blogs and other websites.
Now a day‘s these ads are in form of clickable,
bringing those interested ones directly to
companies‘ website. Banners for this are
available in different shape and sizes but the
limitations are the requirements of the network
on which you are running the Champaign through. For example, Google Awards allows a wide range of
display ad sizes.
4.5 VIDEO ADVERTISING
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Video Advertising encompasses only those which contain video within them, but it is generally accepted
that it must occurs before, during or after a video streaming on internet. Brands and marketers feel that it is a
much better option to attract consumers towards product and services and better engagement with
consumers. Video advertisement is growing day by day wit the growth of YouTube, it is the leading app for
video advertising. Videos may also be placed on
websites and social medial to reach to broader
audience.

5. AFFECTS OF TECHNOLOGY
ENTREPENEURSHIP
A lot has changed for Entrepreneurs in the last
decade, many of it has been brought by
improvement in technology. It was never so easy to
purchase a domain name, use a web design platform
or to launch a website for your business. Not even to find the right education resource that empowers us to
do such things ourselves, or for a low price.
Now there is opportunity for Entrepreneurs to work anywhere at any time free from the desk, but tethered to
the smart phones and laptops.
Till now the world has undergone many fundamental changes and thus information and communication
technology is advancing day by day rapidly. A individual‘s activities, job, skills, culture and needs have
changed and are being majorly affected by this technology.
Entrepreneurship is undoubtedly a major contribution in the development of technology, thus vice versa
technology have also a great impact on entrepreneurship and have created a sense of modern
entrepreneurship. Technology is just not changing the way we work and communicate, it is completely
transforming the way of our thinking and solving our problems.
The idea of Entrepreneurship has been around, from decades but since the global financial crises its been
pushed back to the forefront of business. Having an entrepreneurial spirit is something big corporation alike
small business and these are starving to establish internally and project to the wider world.
Entrepreneur are direct and passionate, it is their nature to push the world forward and are well known for
speaking, especially when they disagree to something and this is been made so easier by technology to have
their voices heard and influence conversation, one can reach out to some of the world‘s best business people
and get a response just by tweating them.
Social platforms are woven into the lives of younger people, who have already learned this new technology
and will be learning much quicker than adults of their generation, so when then will opt for being an
entrepreneur, marketing through social medial will be nothing more than a ‗snap‘. The strategy behind
social marketing for a younger entrepreneur might not always be as airtight as someone who has a few years
experience in the business world, but they know that they need to do it to spread the word.

6. OFFLINE SHOPPING
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6.1 ANTIQUITY
In antiquity, marketplaces and fairs were established to facilitate the exchange of goods and services. People
would shop for goods at a regular market from nearby towns. However, because of the transient nature of
stalls and stall-holders meant that the consumers needed to make careful inspection of goods prior to
purchase. In ancient Greece, the agora served as their marketplace where merchants put stalls or shops for
selling their goods.
Ancient Rome utilized a similar marketplace known as the forum. Rome had two forums; the Forum
Romanum and Trajan's Forum.

6.2 MIDDLE AGE

Archaeological evidence suggests that the Britishers were engaged in very minimum shopping in the
early Middle Ages. Instead, they use to fulfill their basic needs through subsistence farming practices and a
system of localized personal exchanges. However, by the late Middle Ages, consumers turned to markets for
the purchase of fresh produce, meat and fish and the periodic fairs where non-perishables and luxury goods
could be obtained. Women were responsible for everyday household purchases, but most of their purchasing
was of a mundane nature. For the main part, shopping was seen as a chore rather than a pleasure.
In terms of offline shopping, it takes more effort than just waking up and logging onto your laptop. With this
method, you put in more effort which takes up money (petrol costs/public transport) and time (getting
ready/travel time). On the bright side, you can experience the product in your hands and ensure its quality is
up to par with your standards. This is a much safer option when buying items such as clothing or expensive
gadgets as you are able ensure the quality and if it suits your desires. The downside to is that you can‘t shop
the world and your selection is limited to the offerings of the physical shops.

6.3 FACTORS AFFECTING OFFLINE SHOPPING

Offline shopping has existence since the existence of mankind. Offline shopping gives different types of
benefits to the customer. There are some factors which affect the shopping offline those are as follow:

1. Less number of choices: There are limited numbers of choices when it comes to offline shopping. The
numbers of varieties are limited. The ranges of products available in the shops are limited. Sometimes, the
stocks are old and are up for discount and sale. Basically in offline or any shop we get less numbers of
choices as it consists of manual work. We have to choice in that less number of materials due to manual
factor.

2.Time consuming: It takes a lot of time to go shopping to a store. Distance from home or workplace to the
store is time consuming. It is also time consuming while trying out the outfits in a store or even going
through other products. In off-line shopping customer move one place to another and one shop to another in
search of their desired product.

3. Information: What generally happens is that the information provided by a shopkeeper isn‘t correct. Also
this information doesn‘t always suit our needs. And we buy products according to what they say when we
ourselves don‘t have adequate knowledge about the products. Such purchases are based on goodwill when
we happen to know the shopkeepers.

4. Authenticity: Offline shopping is more authentic than online shopping. While buying the product we can
feel the texture of it and know what it‘s like. We exactly know what we are buying while buying anything
Page | 11
offline. But in online shopping, we don‘t always know what exactly we are buying. This is because what we
see on the websites is not always what we buy when the product reaches us.

5. Taste and preference: The taste and preferences of the customer change from time to time. While buying
any product from a store we have the flexibility and the choice to try out 9 outfits. But while buying any
product from a website we don‘t have this facility. Therefore, buying offline caters more to the changing
taste and preferences of the customers.

6. Bargaining: In offline store a customer can do physical bargaining to the seller unlike shopping online. In
online shopping a customer cannot do bargaining as the price of the product is fixed. Some of the customer
purchased products depending upon bargaining so they do not go for online shopping as they feel shopping
online is costlier than the market.

6.4 PROS OF OFFLINE RETAIL

The advantages of offline retail are well cemented as it had always remained as the most popular shopping
channel for consumers and but currently can‘t be compared with online when it comes to customer
experience. With a traditional store, you can achieve a unique experience for your customers and expressing
your brand in a creative way. By having an offline store also gives you instant access to passing trade,
without having to invest in a marketing budget. Location plays another important role as it can make you
easily visible to your target market and can build your brand locally.

6.5 CONS OF OFFLINE RETAIL

We are well known, to the cons when we talk about ecommerce. Higher machinery setup and running costs
are very likely with addition they generally have many expenses like electricity, water, rent and more to
pay for every month. This allows less room for error when it comes to your initial financial investment. With
an offline store, you can see funding dry up very quickly if you‘re not careful. Also, at this time location can
work through both the sides either it can be virtue or it can be curse for some bricks-and-mortar stores. No
matter how great tactics you have for selling product, nothing can be a subordinate for having a good
location.

7. MEATHODOLOGY
This part of study defines all the process of data collection. When it comes to data collection, there are two
methods in general used by researcher to collect data, primary and secondary method. Primary method
includes observation method, interview/questionnaire method. Secondary method is the method in which
already collected data. The present study is based on combination of both qualitative and quantitative data.
The qualitative data is collected through the sampling from the consumer. Random consumer is selected for
the sampling purpose. The sample individual is selected from different group of people including student,
employee and unemployed, housewives, etc. are considered as sample for the study.
Sample size: Determining the size of sample that is needed for a particular piece of research. For this
research 60 sample size is taken for the interviews. From this sample size the calculation of simple
percentages for each variable is done.

8. RESULTS AND DISCUSSION

8.1 CUSTOMER’S PREFERENCES

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According to Survey, consumers are more towards Online Shopping than Offline shopping, 67% of survey
participants consider Online Shopping as their future whereas 33% want to stay in the same Offline Market
in their future.

8.2 ROLE OF WHOLESALERS

The next question of concern to the participants was, do you consider that are wholesalers require in our
market or by eliminating them from market the situations will be better? They reply was for the wholesalers
rather than being against of, 93% of participants are with the method of involvement of wholesalers in
markets, only 7% participants are against this. (FIGURE 7)

8.3 NEED OF WHOLESALERS TO MANUFACTURERS

According to investigation, 86% of participants think that if we eliminate wholesalers from

market, it would create a burden for manufacturers to reach out to their retailers and
consumers, whereas 14% participants don‘t agree to it.

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8.4 REDUCTION IN PRODUCT COST
As a required amount, as their profit margin is been added to the product‘s cost by the wholesalers which
somehow increases the total cost of product, so will there be a reduction in product‘s prices if we eliminate
wholesalers? There are 64% of participants who agree to this, i.e. there will be reduction in price but on the
other hand 36% of participants don‘t agree to the same.

8.5 IS DIGITAL MARKET HELPUL FOR LOWE CLASS?

The same question as the second question was been asked but with a different condition been put
into it, our point of concern was that what would manufacturer do so as to sell their product to
lower class people who can‘t afford digital marketing, So if we consider this are wholesalers
required in market? Here we received the same data from the participants which tells that maximum
number(93%) of people disagree to the idea of eliminating Wholesalers, only a few number(7%) of
people agree to it.

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8.6 OPPORTUNITIES FOR UPCOMMING GENERATION

Subsequently we focused on the opportunities for upcoming generation, as which would bring more, Online
Market or Offline Market. The data that we collected from out participants according to their preferences,
represents that online market will play a great role in bringing opportunities for upcoming generation
compared to Offline Market. 93% of participants chosen Online Market and only 7% of them say it will be
Offline Market.

8.7 TRANSFORMATION TO DIGITAL INDIA

Further the question arises is that Are people of India prepared for the transformation from Offline Market to
a Digital Market, considering all the aspects whether it is education, facility, trust, security, or psychological
state. The study represents that 64% of participants say ‗yes‘ whereas 36% says ‗no‘

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8.9 ONLINE MARKET SECURITY

Our next question was especially to those 67% of participants who prefer Online market in their
future, we asked them what about security, do you consider Online Market to be completely secure in
case of money transfer, do you completely trust on this system? This question brought a reduction in
the percentage of participants compared to those who said Online Market In first question. Now 54%
of participants are still stuck to their answer and they do trust on the system but 46% of them don‘t.

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8.10 COST FLUCTUATION

When we do shopping what we observe is that in maximum cases, when we are shopping in Offline Market
we don‘t ask for a proper bill from the sellers which automatically leads that, that particular amount went
into sellers black money. But that‘s not the case while we are shopping Online, there is a 100% assurity of
receiving a proper bill in the packet with the product, here we can see nothing lead to black money of seller.
So the point of concern was Will digital marketing bring a decrease in cost fluctuation (black money) in
market. As per the study, we seen that maximum number of people agree to it as 84% of participants voted
‗yes‘ and 16% of them voted ‗no‘.

8.11 WHAT ATTRACTS MORE?

We repeated the same question, knowing about the consumer‘s preference of Online Market or Offline
Market by changing their view; we gave them a condition for answering the same. Our question to them was
what attracts you more towards a product buying its Physical displays (Product displayed in front of your
eyes in store) or Virtual Display (image of the product on your computer screen or phone screen).

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8.12 EMPLOYMENT POSSIBILITIES

Among both the future options Offline Market as well as Online Market which has the capability of bringing
more and more employment options for the future generation. Participants view on this is such that 68% of
them say Online Market has such capabilities whereas 32% of participants voted for Offline Market.

SURVEY PARTICIPANTS
PREFER

OFFLINE
SHOPPING
32% ONLINE SHOPPING
ONLINE OFFLINE SHOPPING
SHOPPING
68%

FIGURE 16

8.13 CONSUMER SATISFACTION

The major reason behind the success of SURVEY PARTICIPANTS

Online Market is that it saves time, but we PREFER
tried to make consumers view on the other
side of the coin too. If we talk about only
buying a product yes Online Market is less
time Consuming as roaming around from one
store to another is more difficult than roaming OFFLINE
ONLINE ONLINE SHOPPING
SHOPPING
throughout different websites. But if we ask SHOPPING OFFLINE SHOPPING
47%
you about what takes more time from buying 53%
a product to its services and exchange
process, undoubtedly Online Shopping is
more time consuming, the same is the thought
process of maximum number of participants
as 53% of participants voted ―yes‖ where as 47% disagree to this.

8.14 COMPLEXITIES IN DIGITAL MARKET

SURVEY PARTICIPANTS When we talk about future of digital marketing day by day
it is increasing with the growth of advance technology,
PREFER advancements in technology leads to complexities, the
same is been represented by our survey which results such
that 57% of participants agree whereas 43% don‘t.

NO YES
43% YES
NO
57%

FIGURE 18 Page | 18
8.15 IMPACT OF DIGITAL MARKET IN RURAL AREAS
Our point of concern were not only middle class people or higher class people, we also though for rural
class, that is why we raised a question that how digital marketing is going to impact on rural areas in a
positive manner or a negative manner, to this our maximum participants think that it will put a positive
impact i.e. 65% of participants whereas 35% says it will put a negative impact.

9. FUTURE PROSPECTS
9.1 RELIANCE RETAIL’S E-COMMERCE VENTURE
Mukesh Ambani had recently announced after speaking to shareholders at RIL‘s 41st annual meeting
(AGM0 that his company is working on a new project that is creating world‘s largest Online to Offline new
platform that would integrate the power of Reliance Retail‘s physical market with Jio‘s infrastructure and
services. He had said that Reliance Jio and reliance Retail would be launching it first in Gujrat and then
across the country. For this venture Ambani had planned to utilize more than 5,100 smaller Jio point stores
in more than 5,000 cities and towns. It is also planned to set up kiosks in the Jio point Stores from where
store executive will help customers to place their order
The company will be undertaking assisted sales of all the products from daily provision to apparel from
these stores leveraging the telco‘s distribution network, which already reaches these stores for suppling SIM
Cards, mobile handset and accessories. It is been said by them that the venture will take off by next year
APRIL.
In fact, they can sell any product using this venture which has its own self life and does not require any
installation services. Whatever the customer will pick up from Jio Point, store executive will be delievering
it to their doorstep. Their idea is to reach out to 95% of India‘s population directly without internet access,
this will be including those consumers too, those have never shopped Online in their past – which is only
possible through omni channel route.‘ The company wants to have a retail presence through ecommerce in
towns‘.

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10. CONCLUSION
As the survey, maximum number of people do prefer Online Shopping and the reason for same is it is time
saving, less leg work is evolved, we can order a product at anywhere and anytime, and more number of
variety but on the other hand they are carrying fear with them because of security issue, tangibility of
product (to feel the product and hold the product in hand before buying), there are still trust issues on Online
Shopping. Therefore, it is also been recognized that Wholesalers are required in market and the task would
then be the toughest. There are some number of participants too who are working on the centre line i.e. they
are into a neutral situation neither in support of Online\Offline nor against any of them. However, that‘s the
truth that maximum number of participants have voted for Online Market but they are not 100% towards
Online, as there is some or the another factor which influences them and don‘t allow them to be completely
for Online market.

11. RECOMMENDATIONS
The particular survey conducted is been conducted at a very small scale, so the further recommendations for
this is that, it can be performed at larger scale and ratio between females and males; and between different
age groups need to be calculated, as different gender and people of different age groups can have different
thought processes for the same.

12. REFERENCES
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https://www.futuresplatform.com/blog/future-retail
https://www.imd.org/research-knowledge/articles/seven-trends-that-will-affect-the-future-of-marketing/
https://www.miva.com/blog/the-history-of-ecommerce-how-did-it-all-begin/
https://www.xero.com/blog/2015/11/technology-has-completely-changed-the-way-successful-entrepreneurs-
operate/
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https://en.wikipedia.org/wiki/Display_advertising

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