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A Comparative Study of Online and Offline Buying Behaviour

Authors: Muskan Kingrani

Abstract: In today’s rapidly evolving digital landscape, consumer purchasing behavior is undergoing a signi8icant transformation. This study explores the comparative dynamics between online and of8line shopping preferences, aiming to identify the underlying factors that in8luence consumer decisions in both environments. Through a structured survey and detailed analysis, the research examines the role of variables such as convenience, pricing, product quality, technological familiarity, risk perception, and demographic factors like age and education.

The 8indings reveal that while online shopping is widely embraced for its ease, broad product variety, and time-saving nature, of8line shopping retains its appeal due to tangibility, instant ownership, and trust associated with physical inspection. Notably, younger, tech- savvy consumers lean more towards e-commerce platforms, whereas older consumers remain hesitant, often in8luenced by limited digital exposure and a preference for traditional buying experiences.

The study highlights a growing trend toward hybrid or omnichannel shopping behaviors, where consumers blend digital convenience with physical assurance. It concludes that a consumer’s choice of channel is largely situation-dependent, shaped by personal preferences, previous experiences, and the nature of the product being purchased. This research contributes to a deeper understanding of modern buying behavior and offers valuable insights for retailers aiming to enhance customer engagement across both digital and physical platforms.