Consumer Preference in Online Vs In-Store Sho...

Consumer Preference in Online Vs In-Store Shopping Experience

Author Name : Ravinder Kaur Bagga, Dr Charu Bisaria

ABSTRACT The retail industry stands at a crossroads, shaped by the transformative forces of digitalization and shifting consumer behaviors. This research paper delves into the intricate dynamics of consumer preference, specifically examining the contrasting realms of online and in-store shopping. The relentless ascent of e-commerce, driven by unprecedented technological advancements, has revolutionized how consumers interact with products and make purchasing decisions. Simultaneously, traditional brick-and-mortar stores are undergoing a metamorphosis, forced to adapt in the face of the digital age or risk becoming relics of a bygone era. The rise of online shopping is characterized by the omnipresent allure of convenience. Enabled by a plethora of internetconnected devices, consumers now enjoy unrestricted access to an expansive array of products, unbounded by temporal or geographical constraints.