A comparative study of online and in-store shopping preferences of consumers of different age groups

This study compares the shopping preferences of consumers from the two age groups 20–40 years and 41–60 years, focusing on their preferences between online shopping platforms and retail shopping. The data was collected from 60 consumers with equal gender distribution using structured questionnaire. The result shows that 20-40 years age group consumers prefer online shopping due to its convenience, better prices, variety, and time-saving features, while the 41-60 years age group consumers prefer retail shopping for trust, quality assurance, personalised service, and loyalty rewards. The consumers in the age group of 20-40 years were mainly concerned about technology and digital marketing challenges, whereas the consumers in the age group 41-60 years were worried about high operational costs and losing regular customers. While most of the consumers in the age groups of 41-60 years believed that online shopping would replace physical stores, consumers from 20-40 years of age group felt both modes could continue together if stores adapt effectively. The study recommends that retailers focus on competitive pricing, loyalty programmes, digital services, personalised service, and better digital marketing to meet the needs of both age groups consumers and remain competitive in the changing retail markets.