A Comparative Study on Consumer Buying Behaviour Towards Online and Offline Shopping

Abstract The growth of internet access, digital payment systems and e-commerce platforms has changed the way consumers purchase products. Consumers can now choose between online shopping, which offers convenience and access to a wide range of products, and offline shopping, which allows them to inspect products physically and interact directly with sellers. The present study compares consumer buying behaviour towards online and offline shopping, focusing on shopping preferences, product availability, reasons for choosing each channel, payment-related concerns, perceived security and customer satisfaction. The study uses primary data collected from 100 respondents through a questionnaire. The collected responses are analysed using frequency and percentage analysis. The findings indicate that 60% of respondents prefer both online and offline shopping, suggesting that many consumers use a combination of shopping channels. Convenience and product variety are important reasons for online shopping, while physical inspection and direct interaction with products are important reasons for offline shopping. The findings also show that 63% of respondents perceive offline shopping as more secure, while 78% report being satisfied or very satisfied with offline shopping compared with 62% for online shopping. These results indicate that both shopping channels have distinct advantages and limitations. The study concludes that retailers can improve customer experience by combining the convenience of digital platforms with the trust, product inspection and personal service associated with physical stores.