A COMPARATIVE STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS ONLINE AND OFFLINE FMCG PRODUCTS IN TIRUPUR CITY

This study analyzes consumer preferences in purchasing fast-moving consumer goods in Tirupur, Tamil Nadu. The main objective is to compare consumer buying behaviour between online and offline markets. The study also examines factors influencing purchase decisions such as price, quality, brand image, convenience, and promotional offers. Primary data was collected from 100 respondents using a structured questionnaire, and secondary data was obtained from books, journals, and websites. The data was analyzed using percentage analysis and ranking method. The findings show that consumers prefer both online and offline purchasing depending on their needs and convenience. Offline purchasing is preferred because consumers can directly check product quality, while online purchasing is preferred for convenience, discounts, and home delivery. The study concludes that both online and offline channels are important in the FMCG market, and businesses should focus on quality, competitive pricing, and better customer service to satisfy consumers.