CONSUMER PERCEPTION ON ONLINE VS OFFLINE SHOPPING

The retail industry is considered to be one of the fastest growing sectors of the country. It is taken as an important industry of India due to its high contribution to the GDP of about 10%. This industry has seen many changes from what it started earlier. From the Kirana stores to the hypermarkets and today with the help of the growing technology it has made shopping much more easier for the consumer who can order sitting at their homes. Indian consumers are very specific about what they buy, and their preferences change with the wind. Understanding this consumer behaviour can get difficult at times. This article examines how the consumers react towards the Online and the offline retail stores and from where they prefer buying their products from. The article “Consumer’s Online and offline shopping behaviour” is written by Melike Uzan. This study has been conducted in the Swedish country with consumers targeting only those who buy garments in both the online and offline stores. They are confused what to buy, where to buy and how to buy because the options available to them are plenty. Thus, understanding their perceptions and wants is a difficult task. This is a broad topic which cannot be concluded through a limited survey. The consumers also feel that it is easy to purchase online with the various payment options and are comfortable using the mobile applications of each site as well. The consumer today wants everything easily without much hard work as the technology is making us lazy. Thus, they may not prefer going out and shopping when the work can be done easily sitting at home itself. The article “Online and offline consumer buying behaviour” is an article written by Shuchi Singhal and Shashi Shekhawat. This paper talks about how the consumer behaviour today is unpredictable and understanding it can be a challenge. The study uses a secondary data analysis done from the previous papers published and articles written.