A Study on Factors Influencing Consumer Purchasing Decisions in Online and Offline Shopping

Abstract

The present study intends to analyze the factors influencing the consumer purchase decision in online and offline shopping in Tanjavur District. It emphasizes on understanding of consumer preference, purchase behavior, convenience, pricing, product availability, trust and service related aspects that influence the decision of online and offline shopping. Design/methodology/approach The study is based on descriptive research design with primary data obtained from Consumers in Tanjavur District. A systematic questionnaire was administered to obtain information on demographic variables, shopping preferences, purchasing behavior and factors affecting online and offline purchasing decisions. The acquired data were analyzed using relevant statistical tools to uncover the relationship and differences in customer purchase decisions between online and offline shopping.Findings:The study indicates that price, convenience, diversity of products, quality, trust and service facilities influence consumer buying choices. The preference for online shopping is Convenience and Choice; while Offline shopping is Physical inspection of the product and Instant purchase.