Factors Influencing Shopping Preferences of Consumers for Selected Consumer Goods a Comparative Analysis of Online and Offline Shopping Decision in Selected Cities of Uttarakhand

Abstract

The shopping landscape has undergone notable transformations in recent years, primarily propelled by technological advancements and the adoption of e-commerce platforms across the globe. Ever since online shopping has become order of the day, it has given multiple alternatives to consumer as compared to offline shopping. Nevertheless, the repercussions of this paradigm shift on traditional brick-and-mortar establishments, alongside the determinants influencing consumer shopping preferences, remain areas of considerable scholarly inquiry. newlinePresently, society dwells within a digital milieu interconnected by the ubiquitous World Wide Web. Direct transactions between consumers and sellers, devoid of intermediaries, have become commonplace, presenting consumers with an extensive selection of goods and services. Online shoppers benefit from the convenience of conducting transactions as per their choice be it online or offline, circumventing the constraints of travel time and associated expenses, and streamlining payment processes. Pricing mechanisms are easily navigable in the online sphere. newlineKey influencers driving online shopping behaviour encompass consumer knowledge, perceived utility, convenience, social influence, product diversity, price competitiveness, perceived risk, brand image, prior experiences, perceived security, among others. Noteworthy is the proactive strategy of online retailers, who leverage enticing offers to bolster online traffic. Nonetheless, lingering concerns regarding the perceived risks and trustworthiness associated with online transactions continue to sway consumer sentiments towards or against online shopping modalities. newline