Retail in Transition: Exploring the Interplay of Demographics and Shopping Channel Behaviour

BSTRACT This study examines consumer preferences for shopping channels—online, offline, and hybrid—through a frequency-based analysis of responses from 390 participants. Key factors influencing preferences, including product variety, pricing, convenience, and personalized service, are analysed to understand their role in shaping decision-making and satisfaction levels. The findings reveal that product variety and pricing are the most significant determinants, with convenience driving online shopping and tactile engagement favoring offline shopping. Hybrid models are increasingly popular, reflecting consumer demand for flexibility. Promotional offers, such as discounts, significantly influence switching behavior between channels. These insights provide actionable recommendations for retailers to enhance shopping experiences and align strategies with consumer expectations in a competitive market. Keywords: Consumer preferences, shopping channels, frequency analysis, hybrid models, promotional offers.