Consumer Buying

Behavior Online and

Offline for different
category of products:
FMCG FMCD and
Clothing.
Statement of Problem

If we critically analyze the research report, we could see that buying behavior is dependent on
many factors and is a result of multiple different considerations. The project has been carried out
so as to find out the different aspect of buying and find out why the customer go for a particular
platform for different category of products, off Couse everything cannot be taken into account so
only three categories have been taken into consideration. The product positioning, price and
place can be defined for the product and to find out which platform would best suite a particular
platform for an effective sale.
LITERATURE REVIEW
• As per RedSeer, the whole festive month is expected to generate up to $6 billion or Rs
39,000 crore in sales

• Among customers, tier II and III cities contributed a large share in driving the festive sales
growth. “The biggest theme of the festive season was ‘value shopping’ as indicated by a
large chunk of customers from Tier 2+ cities who shopped online owing to wide selection
supposed by affordability initiatives,

• As festive sales hosted by the e-commerce sector ended last week, the e-tailers in India
achieved a record $3 billion (about Rs 19,000 crore) of Gross Merchandise Value (GMV)
during the period (September 29-October 4), as per a report by consulting firm RedSeer
 CONT

• strong showing by both companies was driven by EMIs, other bank offers and wider
reach across pin codes as well as affordable selections and launch of value-added
services such as insurance, analysts said
• while shoppers from tier-III and IV cities have spent more during this festive season,
they are clearly looking for value and better deals, say industry analysts.

• ver the last decade, e-commerce and digital shopping had seen a boom in India on par
with the global trend. Of the total retail sales in the country, it was estimated that in
2019, the share of e-commerce would be almost five percent. In fact, the retail e-
commerce sales in India was forecasted to grow at a fast pace with projections of
over 45 billion U.S. dollars in 2021 from just 16 billion dollars in 2016, with
an estimated retail revenue growth of over 62 billion dollars by 2023
OBJECTIVES OF THE STUDY

 Consumer buying behavior online and offline market in context to different

category of products
 Identifying the important factors which decides the buying decision to buy
online or offline
 The role of influencer on buying decisions
 Which platform serves better for the different categories given
 The factors influencing the consumer to shop solely online or offline
Research Hypothesis
 People prefer to buy FMCD, FMCD products offline because of size,
price, touch and feel.
 While buying online influencer group which creates the maximum
impact are friends.
 Young people with age between (20-35) has maximum contribution in
buying clothes online.
 Availability and connectivity are directly proportional in making buying
decision.
Research Sample Design:
Data collection

Primary data is used in the study. It is original data for the purpose of collection of primary data, questionnaire was filled
by the respondents. The questionnaire comprises of close ended.

Research Design
Sample technique: A convenient sampling technique tool was adopted for data collection.
Sample size: Sample size taken in this is 155 customers.
Area of study: The area of the research was confined to Pune city.

Tools for analysis

• The various tools use for the data analysis are
• Percentage analysis
• Likert scale analysis
• Table analysis and data interpretation technique
Variables:
IVV DEPENDENT VARIABLE
INDEPENDENT VARIABLE

Product Price Platform

CONSUMER
BUYING
Promotion Availablity Time BEHAVIOR

Connectivity
 Buying pattern
120 114

100
100 95

80

60
60 55

41
40

20

0
FMCG FMCD CLOTHING
ONLINE 41 55 60
OFFLINE 114 100 95

FMCG ONLINE OFFLINE FMCD ONLINE OFFLINE CLOTHING ONLINE OFFLINE

26.45% 73.55% 35.48% 64.52% 38.70 % 61.70%
 Factors influencing online buying

90

80 78
73
69
70

60 57 58
55 56

50 46
44

40
32
30 28
26

20 20
20 18

10 8 7 7
5 6
3 4 4 4
2
0
Avalability24*7 time saving online sales/better prices convenince other
strongly agree 78 73 58 69 28
agree 46 57 55 56 44
slightly agree 20 18 32 20 26
disagree 8 5 7 6 7
Strongly disagree 3 2 4 4 4

strongly agree agree slightly agree disagree Strongly disagree

Factors influencing online buying

 Availability 24*7- 78 (50.32%) people feel availability as the deciding factor while
buying.
 Time saving- 73 (47.29%) ( people can place order according to their needs and wants
,without going to market)
 Online Sales/better price – 58 (37.4%)( Big billion days ,Diwali sale ,all other sales or
discounting techniques helps the customer and make the product in the budget of the
consumer)
 Convenience - 69 (44.5%) (easy to access, you only require a mobile phone with
internet connectivity)
 Other- (wide variety ,Cashless transactions , EMI options , etc )
 Factors influencing offline buying
120

100

80

60

40

20

0
see or touch the product try the product not trust online product experience of going shops other
strongly agree 105 100 29 56 31
agree 34 39 32 53 38
slightly agree 9 8 59 26 23
disagree 5 6 30 14 10
Strongly disagree 2 2 5 6 4
strongly agree agree slightly agree disagree Strongly disagree
Factors influencing offline buying

 See or touch the product -105(67.67%) people out from the 155 strongly agree on this
point ,they prefer offline shopping because customer want to see or touch the product
while buying.
 Try the product -100 (64.54%) people think before buying, they want to try the
product(like, they wear the cloth and if it suits them then they buy from the shop )
 Experience of going shops – 56 (36.1%) consumer preference to go market to explore
or make some experience about a product or a shop
 Not trust online products – 29(18.7%) majority of the people in the survey are not
agree with the point but on the side some are agree with this point ( some incident
occurred we see in the news , a mobile phone you ordered from the online app are not
fulfilled specifications ,they delivered wrong products ,
 Buying decision influencers
140

120

100

80

60

40

20

0
Family Friends others
ONLINE 40 105 45
OFFLINE 115 50 110

ONLINE OFFLINE
 Major influencers
 Family not so prefer to do shopping via e-commerce websites. According to our survey
(25.8%) family prefer only shopping via e-commerce this happened because in our economy
people till now prefer to go market for shopping
 Friends play major role while we do shopping .in today life I think the major influencer are
friends ,in our survey it is proved (67.67) people influenced by his/her friend .that percentage
is much higher than from family influencer %
 Other factors just like (which celebrity they are following , advertisement, some companies
are selling their product only ON INTERNET this factor influence (29.03%)