Study on Consumer Behaviour towards Offline and Online Shopping in Chennai

Consumer buying behaviour in the context of offline and online shopping has become a focal point of interest for businesses, marketers, and researchers alike. This study aims to investigate and compare consumer preferences, motivations, and behaviours towards offline and online shopping channels. Quantitative data collected through structured surveys distributed to a diverse sample of consumers to quantify the relationships between various factors and consumer behaviour. The findings indicated there is a significant difference between shopping frequency and shopping method preference. However, no significant difference in consumer buying behaviour across income groups and shopping method preference, across professions with respect to offline price comparison, across genders with respect to online shopping choice and between shopping frequency and offline shopping satisfaction.