A Study on Consumer Buying Behaviour Towards ...

A Study on Consumer Buying Behaviour Towards Offline Shopping Vis-À-Vis Online Shopping in Lucknow City

Author Name : Dr. Kritika Malhotra, Mahima Malhan

ABSTRACT Shopping has changed because of the influence of technology with most people preferring online shopping to the traditional physical store shopping. This trend took centre stage in the past decade with many retail giants integrating the two approaches to achieve maximum benefit. This research aims to understand the comparison between online shopping & physical store shopping and consumer behaviour towards these modes of shopping. This paper identifies and discusses that female population tend to shop more online shopping rather than physical shopping. For safety of payment more preference is given to shopping malls related to physical shopping People are slowly going for online shopping, but the majority mentality of people goes to physical shopping as it is having trust, feel and touch of the product. In our research we have found out that Flipkart and Amazon are the major players in the online retail and online shopping is here to stay and number of people favouring this mode is growing day by day.