COMPARATIVE STUDY ON CUSTOMER’S PREFERENCES ON ONLINE OVER OFFLINE MODE OF SHOPPING

The retail landscape has evolved significantly due to advancements in digital technology and shifting consumer behaviors. This study explores the key factors influencing consumer preferences for online and offline shopping modes, analyzing demographic variations, convenience, pricing, product variety, and psychological aspects like trust and social interaction. Primary data collected through surveys reveal that convenience (26.4%) and a wider product range (30.2%) are major reasons consumers favor online shopping, while offline shopping continues to attract those seeking immediate gratification and personalized experiences. Challenges in online shopping include concerns over product authenticity (26.4%) and delivery delays (24.5%). The study also highlights trends such as the growing impact of personalized promotions and innovative technologies like augmented reality in e-commerce. Key recommendations include enhancing user experience, improving product transparency, and integrating digital tools in offline stores. By understanding these preferences, retailers can develop strategies to provide a seamless shopping experience across both platforms, ensuring customer satisfaction and business growth.