A COMPARATIVE ANALYSIS OF OFFLINE AND ONLINE SHOPPING BEHAVIOR AMONG CUSTOMERS IN TIRUPATTUR DISTRICT

Abstract

The rise of online shopping, alongside advancements in technology, has reshaped the retail landscape, offering sellers efficient means to reach customers globally. Despite the prevalence of e-commerce attracting millions of consumers, traditional offline shopping persists, particularly among those who value tangible experiences. This study explores consumers' choices between online and traditional shopping during the information-gathering phase, recognizing the importance of understanding their preferences in a competitive market. While online shopping offers convenience and lower prices, consumers' decision-making hinges on selecting the channel that best aligns with their needs and preferences. Insights from this research can inform strategies for online shopping organizations, enabling them to address consumer demands effectively and identify target segments. Practitioners can utilize these findings to adapt their online shopping strategies, particularly in catering to the female demographic, which exhibits higher online purchasing behaviors.