A STUDY OF CONSUMER BEHAVIOUR TOWARDS

ONLINE AND OFFLINE SHOPPING

CHAPTER -1
INTRODUCTION
➢ This study found that consumers are more likely to shop
online when they can find a better deal or if their local
store doesn't have the item.
➢ This study found that price, discount offers, and
convenience are important factors for online
shopping. For offline shoppers, important factors
include tangibility, real hand experience, and
bargaining.

➢ Online shopping is a form of e-commerce which permits

consumer to directly purchase goods or service from
sellers by using the internet .other names are e-shop, e-
store ,web -store ,virtual store and online store.
Online shopping is the practices in which consumer
decides to buy the products through internet.
➢ This study found that convenience and saving time
drive Indian consumers to shop online. However,
security and privacy concerns dissuade them from
doing so.
➢ Consumers may prefer offline shopping when they
want to see and touch the product, receive
personalized service, or feel the trust of physical
shopping.
➢ Internet has developed into a new distributive channel for
many products .Using the interne to shop online has
become a primary reason to use the internet ,combined
with searching of products and finding information about
them.
 ➢ The internet is increasingly becoming the most important
instrument for communication and the ease. The number
of people who shop and make purchase of internet has
increased dramatically in recent years .
➢ The percentage of customer who choose to make their
purchase online has seen a considerable in recent years.
➢ Individual make buying decision based on their own
preferences ,which may be influenced by a variety of
variables . The speed with new technology is developed in
modern times has a direct and substantial impact on the
buying choice.

STATEMENT OF THE PROBLEM

In todays rapidly evolving digital age , consumer behaviour has a
Undergone significant The emergence of e-commerce Was of consumer shop
offering unprecedented convenience, access to vast array of products and
competitive pricing. This study to investigate the factors influencing consumer
buying behaviour toward online and offline shopping, with a focus on
understanding the preferences , motivations, and concerns of consumer in this
dynamic market
How to consumer preferences, motivations and concerns differ
between online and offline shopping experiences.

OBJECTIVES OF THE STUDY

➢ Identify the key factors influencing consumer
decision to
Shop online or offline

➢ Analyze consumer perception and attitudes

towards online and offline shopping channels .
 ➢ Investigate the role of demographic,
psychographics, and lifestyle factors in shaping
consumer shopping behaviour.

➢ Examine the impact of online shopping on

consumer behaviour in the offline market.

➢ Identify the challenges and opportunities for

businesses in catering to evolving consumer
preferences in both online and offline channels.

NEEDS OF THE STUDY

The retail landscape has undergone a dramatic transformation
with the rapid growth of e-commerce. While traditional brick-and-mortar
stores remain relevant, online shopping has emerged as a significant force,
reshaping consumer buying behavior.
* Understanding the Consumer Behavior: Consumer preferences and
purchasing patterns are constantly evolving. This research is needed to
understand how and why consumers are choosing between online and offline
channels. It aims to identify the key drivers and barriers influencing their
decisions, such as convenience, price sensitivity, product variety, social
influence, and trust. A clearer picture of these motivations is crucial for
businesses to adapt their strategies effectively.
* Identifying the Strengths and Weaknesses of Each Channel: Both online
and offline shopping offer unique advantages and disadvantages. This study
will systematically analyze these aspects from the consumer perspective.
Understanding the perceived strengths and weaknesses of each channel will
allow retailers to optimize their offerings and cater to specific consumer needs
more effectively.
* Bridging the Gap in Existing Literature: While some research exists on online
and offline shopping, there is a need for more comparative studies that
specifically focus on [mention your specific focus area, e.g., a particular product
category, demographic group, or geographic region]. This study aims to
contribute to the existing body of knowledge by providing empirical evidence
on [mention your specific research question or objective].
* Informing Business Strategies: The findings of this study will be valuable for
retailers and marketers in developing effective strategies for both online and
offline channels. By understanding consumer preferences and behavior,
businesses can make informed decisions regarding pricing, product assortment,
marketing campaigns, and channel integration. For example, should a business
invest more in its online presence or enhance the in-store experience? This
research can provide data-driven insights to guide such decisions.
* Understanding the Impact of Technology: Technological advancements
continue to shape the retail landscape. This study will explore the role of
technology, such as mobile shopping, social media, and augmented reality, in
influencing consumer buying behavior across different channels.
Understanding how consumers interact with technology in the context of
shopping is essential for businesses to remain competitive.

SCOPE OF THE STUDY

The scope of the study includes :
• Analyzing consumer buying behaviour across various demographic
segments such as age , income, gender and education.

• Comparing consumer preferences and satisfaction levels between

online and offline shopping.

• Examine the impact of technological advancements on consumer

behaviour.

• Providing actionable recommendation for retailers to improve

their customer engagement and satisfaction strategies.

Methodology of the study

RESEARCH DESIGN

Research means different things to different people and the

intention behind it are to investigate innumerable data, theories,
experiences, concepts and law. The procedural frame work within
which the research is conducted is the definition of research
methodology. The two broad and distinct approaches to social
research cover the Quantitative and Qualitative methods of
enquiry. The quantitative paradigm on the other hand intends to
gain a deeper understanding, knowledge and insight into a
particular situation or phenomenon, by providing answers to
questions of how? Rather than what?”. Unlike qualitative research
which occurs in natural settings, quantitative research is where
hypotheses are established.

DATA COLLECTION

The data required for understanding will be collected from

students awareness in order to conduct the study digital survey
was conducted through WhatsApp and e-mail. And those
responses are collected in. a spreadsheet and further analysis was
done. The data collection method in this particular research
comprises of two forms: namely primary and secondary data. One
needs to be careful while using secondary data as maybe the
collected data may be biased as the collector of that original data
might have highlighted only a partial picture or another aspect
may be that data may be quite old and also the data quality could
be unknown.

PRIMARY DATA
Data collected specifically for the research project undertaken is
the definition of primary research as provided Primary data is
generally originated by any researcher to address any specific
problem or issue at hand, where the only drawback is that it can
be expensive and time- consuming. The various ways of gathering
primary data are through surveys, focus group and observations in
this study, the primary data is collected through well-formed
questionnaire with the help digital survey. The questionnaire
consists of quantitative and qualitative multiple-choice questions
and the respondents are asked to choose the one choice which
suits them the best amongst the multiple choices.

SECONDARY DATA

Prerequisite to the collection of primary data is a careful scrutiny

of the existing secondary data. The Data that is collected from
existing journals, reports and statistics from private and public
institutions are called Secondary data. Primarily from marketing
journals already available on this topic. Secondary data helps the
author to comprehend the study on consumer buying behaviour
towards online and offline shopping Thus the study carried out
has analysed the primary data with the rationale and validation of
the present secondary data.

SAMPLING TECHNIQUE

Choosing a study sample is an important step in any research

project since it is rarely efficient. Practical, or ethical to study
whole populations. In this study the sampling strategy used is
convenient sampling. The sample size is 80. A small part of
something intended as representative of the whole, or a subset of
a population. In this research simple random sampling is being
used.
Significance of the Study

The study on consumer buying behaviour towards online and

offline shopping holds significant importance for various
stakeholders, including businesses, policymakers, and consumers
themselves. Here are some key points highlighting the significance
of this study:

1. Enhanced Understanding of Consumer Behaviour

The study provides valuable insights into the factors that
influence consumer preferences for online and offline shopping.
By understanding these behaviors, retailers can tailor their
strategies to better meet consumer needs and expectations.

2. Strategic Decision Making for Retailers:

The findings of the study can help retailers optimize their
marketing and operational strategies.
Retailers can identify the strengths and weaknesses of their
online and offline channels and make informed decisions to
enhance customer experience.

3. Adaptation to Technological Advancements:

The study explores the impact of technological advancements
on consumer buying behaviour
Businesses can leverage this information to adopt new
technologies that improve their services and attract more
customers.

4. Consumer Satisfaction and Loyalty:

Understanding consumer satisfaction levels in both online and
offline shopping can help retailers improve their offerings.
Increased customer satisfaction can lead to higher loyalty and
repeat purchases, benefiting the business in the long term.

5. Policy Formulation:
 Policymakers can use the findings to develop regulations and
policies that protect consumer interests in both online and offline
shopping environments.
The study can inform policies that promote fair competition and
ensure consumer rights are upheld.

6. Academic Contribution:
The study adds to the existing body of knowledge in the field of
consumer behaviour and retail management.
It provides a foundation for future research and opens avenues
for exploring new trends and patterns in consumer behaviour.

7. Practical Applications:
The study offers practical recommendations for businesses to
enhance their customer engagement and satisfaction strategies.
It highlights best practices for integrating online and offline
shopping experiences to create a seamless Omni channel
approach.

8. Economic Implications:
By understanding consumer behaviour businesses can drive
sales and contribute to economic growth.
Improved retail strategies can lead to job creation and economic
development in the retail sector.

LIMITATIONS OF THE STUDY

1. Sample Size and Diversity: Limited sample size may affect the
representativeness of results; underrepresentation of certain
demographic groups.

2. Geographical Scope: Study conducted in a specific region may limit

applicability to other areas with different cultural and economic
contexts.
3. Self-Reported Data: Reliance on self-reported data may introduce
response biases such as social desirability and recall biases.
4. Dynamic Consumer Behaviour: Consumer Behaviour evolves rapidly, and
the findings may become outdated due to market changes and external
influences.
5. Limited Scope of Factors: Not all possible factors influencing consumer
behaviour are explored due to practical constraints.
6. Technological Bias: Focus on certain technologies or platforms may lead to
bias, and rapid technological changes can affect the relevance of findings.