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Author(s):

Dr W. Saranya | Mr. S.Venkatesh
Keywords:

Online Buying Behavior, Offline Buying Behavior, Consumer Preference, Purchase Decision, Customer Satisfaction, E-commerce, Retail Shopping
Abstract:
The Rapid Growth Of Digital Technology And E-commerce Platforms Has Significantly Changed The Buying Behavior Of Consumers. At The Same Time, Traditional Offline Shopping Continues To Remain Important Due To Personal Interaction, Product Inspection, And Immediate Purchase. This Study Aims To Compare Online And Offline Buying Behavior Of Consumers And Identify The Key Factors Influencing Their Purchase Decisions. The Research Focuses On Aspects Such As Convenience, Price, Trust, Product Availability, Customer Satisfaction, And Perceived Risk In Both Modes Of Shopping. Primary Data Were Collected Through A Structured Questionnaire From Selected Respondents, And Secondary Data Were Gathered From Journals, Books, And Websites. Statistical Tools Such As Percentage Analysis And Comparative Analysis Were Used To Interpret The Data. The Findings Of The Study Highlight Significant Differences In Consumer Preferences Between Online And Offline Shopping. The Study Provides Useful Insights For Marketers And Retailers To Improve Their Strategies By Understanding Consumer Expectations And Integrating Both Online And Offline Channels Effectively.