COMPARATIVE STUDY ON ONLINE AND OFFLINE SHOPPING BEHAVIOUR AMONG UNDERGRADUATE GIRL STUDENTS OF SANGSANGRE, WEST GARO HILLS, MEGHALAYA
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Date
2021
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DRPCAU, PUSA
Abstract
A critical understanding of purchase intention across both the physical and virtual world is mandated, since blooming of online retail has presented purchasers with much more varied alternatives via the new business version. Despite the tremendous rise of online retail trade, yet people prefer the age-old legacy of making purchases from physical stores, taking a manual illustration, and then making a purchase. As a result, platforms such as Flipkart, Amazon, Snapdeal where one can find everything are still not able to replace offline stores completely.
The worldwide COVID-19 outbreak has had a profound effect on society and economy across the globe, disrupting every industry and altering the way we do things like shopping, working, or even living. So as a response to the catastrophe, now more than ever we are witnessing the shift from traditional store-based shopping to internet shopping. So, this transition era has driven researchers to study on shopping behaviour of consumers. Name of the student : Aelena Takhellambam Registration number : M/FRM/144/2019-20 Degree to be awarded : Master of Science (Community Science) Department : Family Resource Management College : College of Community Science Major advisor : Dr. Shishir Kala Total pages of research work : 62 pages + (i-iv) bibliography Title of the research problem : “COMPARATIVE STUDY ON ONLINE AND OFFLINE SHOPPING BEHAVIOUR AMONG UNDERGRADUATE GIRL STUDENTS OF SANGSANGRE, WEST GARO HILLS, MEGHALAYA.”
This study solely focuses on three factors: One is the consumer‘s behavior, risk factors of both the medium, and the other is the consumers preference regarding the two mediums. Through the new transaction model, the emergence of online retailing has provided consumers with more diverse choices. This has enabled heterogeneous consumers to adopt different purchasing strategies. Using the z-test and ranking method, the study examined purchasing behaviour, risk factors, and preferred medium of purchase, and discovered that factors such as tangibility, authenticity, quality, and instant gratification lead customers to prefer offline purchases. Other than quality and authenticity, factors such as offers and discounts, replacement transaction security, and cash on delivery systems attract consumers online over offline, and the choice of medium is influenced by products and consumers‘ convenience. Hence, there is a difference in customer behaviour, with customers preferring to shop online.