Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


An Analysis of Online and Offline Shopping Behaviour, with Respect to buying Decisions of Urban Families towards Electronic Goods

Author(s): Shweta Tewari and Shreyas Raikar

Purpose: The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. The process of shopping in India has witnessed a paradigm shift. A mix of convenience, price, quality and lack of time is changing how consumers are shopping in India. With faster growth being observed by Online retailers, a large number of retailers are emerging. However, store-based retailing is here to stay. Design/Methodology/approach: Data was collected from 378 online consumers and 348 offline. Findings: This study accomplished to determine consumer behaviour in Bengaluru towards online and offline shopping for electronic products. online consumer behaviour theories applied named as goal-oriented online buyer and experimental motives of online shopping and highlighted consumer characteristics, online consumer behaviour, factor predicting online shopping and consumer mindset in online shopping. Originality/Value: The present study aimed to analyse the buying behaviour of urban consumers in the purchase of electronic goods through a quantitative research method approach. It also delves into what are the key components that influence online and offline buying decisions amongst urban families and brings out the contrast between the buying decision-making process because previous research lacked contemporary outcomes.

Get the App