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


Factors Influencing Customers Buying Decision towards Shopping Online and Offline with Reference to Coimbatore City

Author(s): Nedunchezhian, V.R and Suresh Babu, R

In recent years the technology plays a vital role towards making the consumers purchase the products. The online portals and offline shopping varieties play a key role in deciding the buying behaviour of a customer. The main objective of the study is to analyse the factor influencing customers buying decision towards shopping online and offline. For this purpose a sample of 150 was collected from the respondents were percentage analysis, descriptive statistics, multiple regression and one way anova were used as tools to analyse the data. The conclusion is that the consumers are often purchasing from online and offline sources because of the revolution in the technology and most of them are purchasing to their need towards a particular product. More effort can be initiated towards influencing the buying behaviour of customers by promoting a product both in online as well as offline so that the companies can satisfy the consumers based on convenience, Personalisation and making the consumers purchase through reviews and feedback.