Change in consumer behaviour from offline to online marketing A Comparative study

Abstract

In today s competitive/Digital era manufacturer/seller got the opportunities to reach the customer in much faster, easier and economic way by the help of technology. Online shopping is emerging very fast in recent years. The focus of the study is on the consumer s choice to shop on internet and at the traditional stores at the information gaining period. The consumers in today s era have not only many stores choice, but they also have a wide variety of channels to choose from. With the start of numerous channels (e.g. Mobile Commerce, E-Commerce) and a continuous increase in the competition among newlinechannels, the understanding of what incites consumers to purchase from one channel rather than another becomes progressively important channel design and management. The modern world has become a global village. In India, an Internet revolution is going on. Every day, the consumers purchase products through online as well as through offline channels. The study is based on primary data. The primary data has been collected through a structured questionnaire with six different constructs. The sample size is 1,000. The data has been collected from the Delhi city (the capital of India) because it follows a cosmopolitan culture. And thus, represents the whole of the India. The Primary data collected were analysed using SPSS V-15. The consumers while buying the products online or offline may avoid sticking to one brand or to one dealer or shop. Due to the changing economic scenario in the globalization era and due to the improvement and advancement in science and technology newlinenew products with more utility values keep coming to the market. In order to attract the consumers, the dealers also sell products of latest designs, models at an attractive price. In this study the researcher has conducted a study on the factors which influence the purchase decision of the consumers relating to online or offline purchases in respect of consumer products. This is purely a general study.