Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A COMPARATIVE STUDY ON CUSTOMER PREFERENCE FOR ONLINE SHOPPING AND OFFLI NE SHOPPING TO ELECTRONIC PRODUCTS

S.SATHIYAKEERTHI, DR.N.PRABHA

Abstract

This study explores customer preferences for online and offline shopping, specifically focusing on the purchasing of electronic products. With the rapid advancement of e-commerce and shifting consumer behaviours, understanding these preferences is crucial for both retailers and manufacturers. The research employs a mixed-methods approach, combining both qualitative and quantitative data, to assess factors that influence purchasing decisions, such as convenience, price sensitivity, product variety, customer service, and trust. The findings reveal that while online shopping is favoured for its convenience, better pricing, and ease of comparison, offline shopping retains its appeal through the tactile experience, immediate product availability, and personalized customer service. Additionally, trust in product quality and the ability to physically inspect electronic products are major determinants in the preference for offline shopping. Conversely, online shoppers tend to prioritize factors such as product reviews, ease of access to information, and the option of home delivery. The study highlights the growing trend of Omni channel shopping, where consumers increasingly blend online and offline experiences, seeking the advantages of both platforms. Retailers should, therefore, focus on enhancing their online offerings while retaining strong in-store experiences to meet evolving consumer demands. This research contributes valuable insights into consumer behaviour, helping businesses in the electronics sector to tailor their strategies and improve customer satisfaction across both shopping formats.

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Article No : 69

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