Deccan Education Society’s

Brihan Maharashtra College of Commerce

(Autonomous)

A Project Report on
“A Study on Customer Satisfaction towardsOnline
Shopping and offline shopping”

Prepared by

Aman Rahul Deshpande

TY BBA Div A
Roll no. 83

Under the guidance of

Prof. Aditi Samir

SUBMITTED TO BRIHAN MAHARASHTRA COLLEGE OF COMMERCE

(AUTONOMOUS) FOR FULFILMENT OF REQUIREMENTS OF THE BACHELOR
OF BUSINESS ADMINISTRATION DEGREE
2021-2022

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 Declaration

I, Aman Rahul Deshpande , hereby declare that this project is a genuine and authentic research
workconducted by me.
This is an original work submitted in the particular fulfilment of the BBA (Services)
program.

The Research Project is titled:

“A Study on Customer Satisfaction towards Online Shopping and offline
shopping”

Further, it has not been submitted to any other university or for any other course earlier.

I abide by the rules of the Savitribai Phule Pune University and DES Brihan
Maharashtra College of Commerce (BMCC) and will be bound by the decision taken bythe
examiner in this regard

Date
15/05/2022

Aman Rahul Deshpande

TYBBA (A)

Services Marketing

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 Acknowledgement

I would like to take this opportunity to express gratitude for the assistance and support provided
by my peers, family and friends during the completion of thisproject.
I am thankful to the Brihan Maharashtra College of Commerce (BMCC) for all the support
provided for this project.
I also express my profound feeling of appreciation and gratitude to Bharti Upadhye (Head of
Dept. BBA) and my project guide Prof. Aditi Samir who set forth the required conceptual
knowledge and guided me to achieve this project.

In the end, I am also thankful to all those who participated in the survey and helped me to study
the subject at hand.

Aman Rahul Deshpande

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 TABLE OF CONTENTS

Sr. No. Details Page. No.

1 Introduction 5

2 Literature Review 17

3 Research Methodology 23

4 Data analysis 26

5 Learning Outcomes of the project 46

6 Findings And Observation 48

7 Conclusion 50

8 Bibliography 52

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 Chapter I
Introduction

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 ABSTRACT

This study titled has been undertaken to understand the factors influencing
customers’ online and offline shopping decisions. Shopping has changed because of the
influence of technology with most people preferring online shopping to the offline store
shopping. This trend took centre stage in the past decade with many retail giants integrating
the two approaches to achieve maximum benefit. Customer Satisfaction is used to measure
how much customer is happy with any product, its quality and overall experience. It reflects if
customer is happy to engage with any business or not. It is also an important aspect to measure
success of a business.
This research aims to understand the comparison between online shopping & offline
shopping and consumer behaviour towards these modes of shopping. The rapid development
of the internet has strongly impact upon the worldwide marketing environment. Currently it
has become one of the popular approaches for business and customer to perform trade over the
internet. Businesses have been coming up with creative ways to promote their product via
online. Thus, it describes how modern market is replacing the offline markets.
Generally, the success of online and offline shopping essentially depends on the customer
satisfaction during their purchase. People are slowly going for online shopping, but the majority
mentality of people goes to offline shopping as it is having trust, feel and touch of the product.
This study is taking place to identify the factors that may influence customer’s online
and offline shopping satisfaction and which methods suitable for them and provide more
happiness.

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Introduction

A Study on Customer Satisfaction towards Online Shopping and offline

shopping is taking place to identify the factors that may influence customer’s Shopping is an
activity in which a customer browses the available goods or services presented by one or more
retailers with the potential intent to purchase a suitable selection of them. Online shopping is
the process of buying goods and services over the internet. It was first invented by Michael
Aldrich in 1979 and books were the first product that was sold via online. Online and offline
shopping both provides a sense of satisfaction of to the customers. Due to the revolution in the
field of technology and the covid-19 pandemic online shopping has become widespread among
buyers and paved the way for sellers to grab the market potentials to the fullest extent. The
objective of profit maximization is achieved easily and economically. Huge investment needed
for the establishment of a business is avoided and economies of large-scale buying are enjoyed
in online selling by attracting and maintaining huge customers to their side. The traditional
method of Brick and Mortar” sellers also able to maintain its show by excelling in their unique
areas such as good personal customer relationship, physical touch of the product, visual impact,
bargaining, and instalment facilities. Shopping has changed because of the influence of
technology, with the advent of online shopping more options have been provided to the
consumers. An understanding of consumer behaviour in the virtual environment. Internet is
changing the way consumers shop and buy goods and services and has rapidly evolved into a
global phenomenon. Shopping is part of every day’s life. Some get the necessities from
shopping; others get something more. It is viewed as a way to release the stress, a way to
complete some desire in the mind, or a way to add some flavour to the mechanical way of life.
Shopping is probably one of the oldest terms used to talk about what we have all been doing
over the years. Then again, in ancient times, the terms that would have been used would be
‘trading’ or ‘bartering’ and probably even ‘market.’ So, what has traditional shopping have to
offer now that the internet has opened up a wider and more enticing market to the current
consumers. In general, there are two types of shopping: traditional shopping and On-line
shopping. Nowadays, more and more people would ‘go shopping ‘via Internet, thanks to the
prevalence of the computer. Clicking in one word, thousands of items will pump out on the
screen based on choice. No need to wade across a long road and nudge through hustling crowds
to get a pair of fancy shoes. Just a click on the keyboard, make the choice and the goods will
be delivered, right on the spot. Online shopping has become an increasingly common staple of
life in the 21st century. Its popularity can be credited to the fact that convenience is highly
valued in our world today. Shopping online offers the opportunity to buy anything and
everything you need while on a flight or getting ready for bed. Online shopping has become a
popular shopping method ever since the internet has declared a takeover. The increase in
technology provides good opportunities to the seller to reach the customer in much faster, easier
and in economic way. Online shopping is emerging very fast in recent years. Now a day the
internet holds the attention of retail market. On the other hand, the purchasing of product from
traditional market is continuing since years. Many customers go for purchasing offline so as to
examine the product and hold the possession of the product just after the payment for the
product. In this contemporary world customer’s loyalty depends upon the consistent ability to
deliver quality, value, and satisfaction. Some go for offline shopping, some for online and many

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go for kind of shopping. The focus of the study is on the consumer’s choice to shop on internet
and at the traditional stores at the information gaining period. However online shopping is
easier for the people and less price than the offline shopping. While making any purchase
decision consumer should know the medium to purchase whether online shopping or the offline
shopping. Consumer should decide the channel for them which can best suit to their need and
wants and which can satisfy them. In this competitive world how, consumer can decide the
particular medium for their purchase of goods is very important to understand in a managerial
point of view. The internet shopping is the third best and most popular activity over internet
after online shopping next comes the e-mail using, instant messaging and web browsing. These
are even more important than watching or getting entertain by the internet or getting any
information or news, this are the two very common thought which comes to the people’s mind
when considering the internet users do when they are online. The behaviour of online shopping
is also known as online buying behaviour and internet shopping. Buying behaviour means the
purchase of good over internet using web browser. Online shopping attitude and behaviour are
related to the consumer. Previous studied have focused on why the product of the online
shopping is different from other products. Many studies have focused that the high touch
products that the consumer feels when they need to touch, smell, or try the product. It requires
the offline shopping at the purchasing stage because it cannot be done in the online shopping.
Even with the increase in the online shopping and the recognition that online shopping is more
likely to impose the pressure on offline shopping or traditional shopping. The research is very
limited in this area or field. Online or e-shopping is a kind of electronic shopping which allow
the consumer to purchase goods over the internet directly from the seller using a web browser.
There are some alternative names of online shopping those are as follow- e-web store, e-shop,
e-store, internet shop, web-shop, webstore, online store, online store front and virtual store.
Mobile commerce or m-commerce is described as purchasing from the online retailer by the
mobile optimized online sites or application where the online channel is used to perform
research and the offline channel is used to perform purchase. The terms “online” and “offline”
have specific meanings in regard to computer technology and telecommunication in which
“online” indicates a state of connectivity, while “offline” indicates a disconnected state. This
study is expected to improve our understanding of online and offline consumer behaviour.

What is online Shopping?

Online shopping or e-shopping is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the internet using a web browser. Alternative
names are e-webstore, e-shop, e- store, internet shop, web-shop, webstore, online sort, virtual
store etc. Simply put, it is any form of sale that is done over the internet. Shopping has certainly
gotten a new definition since the arrival of the internet. Because of what the internet has to
offer, that is, any person or company from any part of the world who is able to post and sell
goods on the internet via a website is able to sell. What’s more, any consumer does not have to
worry about having to find means to exchange monetary paper because not just online banking
is made available; the consumer is given the option to pay through different payment methods.
These days, it is even easier to find the most difficult of all products, by easily typing in the
product or item that a customer is looking for. No worry about the location because logistic

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companies are also joining the bandwagon, so to speak, and helps in making sure that their
products would be available to any and all destinations in the world. In fact, there are more and
more advantages and benefits to online shopping and why people choose to do this type of
shopping over traditional shopping.

Fig.1.Online Shopping

Online shopping is part of E-Commerce, which stands for Electronic Commerce. Online
Shopping occurs when a customer buys through a digital platform. The most attractive service
of the Internet is that users can sit at home and do online shopping. Users can call up
information about online shopping malls from the Internet, including images, texts,
descriptions, price lists of physical objects, and can also consult with salesmen. For things like
clothes, shoes, and hats, you can also input your body data into the computer and use computer
graphics technology to "wear" on customers, so that users can see the effect of different
perspectives.

What is Offline Shopping?

Offline shopping is the traditional way of shopping being present at the counter or shop or
store. The traditional meaning of shopping is to go out to shops, shopping malls, markets,
shopping centres, and other places to buy goods. Having the ability to physically choose and
check out what an item or product is like, would look like, and its features are the benefits of
traditional shopping. This is why some consumers still prefer the traditional type of shopping
over online shopping because for one, it allows them to meticulously check out an item. E-
shopping is the place where buyers and sellers don does not meet each other which result to
lack of awareness about the product. Though the customer visits the online shopping site, does
not show any interest for purchasing the product some of the reasons are lack of trust, lack of
physical touch and feel, security issues etc. Advantages of offline shopping include the
opportunity for customers to establish personal connections with your business, which can
build loyalty. Some customers may prefer to buy only after touching or trying on a product,
which may reduce the number of product returns for certain businesses.

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 Fig.2.Offline Shopping

On the flip side of the coin, there is also another way available for buying apparels, to
epitomize, shopping in plaza or mart, because physical buying evokes advantage of touch and
feel of the products and several other factors are there which are responsible for buying
products from retail outlets like interactive buying and convenience of availability of products
nearby. Now it depends upon various factors that how a consumer will feel satisfied by these
shopping options available. Because people spend their time on internet as well as in shopping
malls or retail stores. Retail store is a place where the exchange of goods takes place with the
customer and any business enterprise whose sales volume comes primarily from retailing.
Retailing is also defined as all the activities involved in selling goods or services directly to
final consumers for their personal non-business use.

Benefits of Online Shopping

1. Shop from the home-:

Shopping online gives the best experience of purchasing a thing from home. Without going to
the market. Buy anytime from anywhere you prefer.

2. Saves money-:
With lots of exciting offers, discounts, and coupons online shoppers save money a lot. Also,
summer offers, winter offers, and occasion sales are always there. Many gift cards reduce
expenses too.

3. More options to choose-:

Only by navigating web pages of different websites, you can choose your product by reading
the reviews carefully and wisely.

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4. Easy return and cancel of items-:
You can cancel any online ordered product or return any purchase if you do not feel they meet
your expectation. If you paid for the product, then your money will be refunded within some
days on your account.

5. No pressure to buy-:
There is no pressure to buy anything while shopping online. But in offline shopping, you may
suffer this. You can select your desired items without any pressurization from the owner or
sellers of the store.

6. Low transportation fees-:

If you need to send or bring large and heavy items to some places or your home. It was a
headache. But in online shopping, you do not have to think about it anymore. They will be
delivered to your recommended place.

7. Time saver-:
Standing in a queue for hours to buy something, that era is gone. You do not have to wait
outside of any store any longer. You can buy according to your time. Even in the restaurants
and cinema halls, you can buy tickets from earlier, so you do not have to wait outside now.
Save your precious time and utilize it.

8. Safe from the crowd-:

In this time of covid, it is very important not to go to any crowded places. These crowds can
affect your health. And it can become a cause of pickpocketing too. So, it is safe to shop online
without going among the masses.

9. Easy to compare-:
Open multiple web pages of online stores and compare your products with each other and with
multiple other options. Read and watch reviews see how they are compared and decide which
one to buy.

10. Multiple payment options-:

Another important feature of online shopping is you can access many options for payment.
Cards, UPI, QR code payments, internet banking, and many other options are available for
payment online. You can choose a cash-on-delivery option too if you do not feel safe with
internet payment options.

Benefits of Offline Shopping

1. No time delivery-:
Go to the store and get what you want without delay in offline shopping. You do not have to
wait for 5 to 7 days for getting the product, which happens with online shopping.

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2. Choose by experience-:
Choose any product with your personalized experience. Touch and feel the product, know how
it is then bought if you want or not. Online shopping does not give you this option.

3. Quick return-:
Returning any product is easy in offline shopping as getting the product without delay. Go to
the store on the day they take the return and return or exchange the product immediately.

4. Satisfaction of shopping-:
As I stated earlier, getting satisfaction while shopping with friends or family or your loved one
is different. You can never get that satisfaction or joy in online shopping.

5. Personalized recommendation from the staffs-:

When you shop online it takes much time to research before buying any product. But when you
shop offline, some staff handle plenty of customers each day and know what will suit them.
So, you can get personalized recommendations from them before buying anything recklessly.

6. Purchase immediate products-:

Your daily and immediate needs like vegetables, medicines serve the offline shopping, just go
and buy them immediately.

7. Pay by cash or other options-:

It has been seen in many stores that they are providing the opportunity to pay by cash or other
options like cards, QR codes, UPI, etc. this allows people to buy more offline.

8. Safety-:
In electronic payments, your cash may be stuck, or not paid in time. This give-and-take policy
is much more transparent than online payments.

9. Size and fitting-:

Choose items according to your size and fitting. If needed you can give trials in many shopping
stores, then buy with satisfaction.

10. People without much knowledge of the digital world can visit-:
Many people in this world, mainly rural and illiterate, do not get access to the mobiles or
internet. So, shopping offline is the best option for them to have the things they want without
facing any problem.

Advantages of Online Shopping

1. With online shopping, you have access to a wide range of products. From clothes and
shoes to household necessities, everything is just a click away.

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2. You can shop at any time of the day. The online shopping store is at your service 24/7.

3. You get exclusive deals on online products, which are not available at stores.

4. No cash? From PayPal and Google Pay to credit and with debit card, there are plenty of
other ways to pay online.

5. There are plenty of filters available to narrow down your search to what exactly you need.
Convenient, isn't it?

6. You can also compare products to be hundred percent sure before you buy them.

Disadvantages of Online Shopping

1. It is hard to check the quality and fabric of the product. You pretty much have to rely on
the product details available on the website.

2. One of the most irritating parts of online shopping is waiting for delivery. You have no
control over the delivery process, and there are several factors like weather, damaged
product, and more that lead to a delay.

3. The product ordered by the customer in online shopping takes a minimum of six to seven
days to deliver the product to the customer. But in offline shopping the possession of the
goods is immediately transferred to the buyer.

4. With cyber-crimes increasing, you can never really trust the internet. So, there is a risk of
your credit card details being misused.

5. Since you can’t try the garment you are buying, there could be a size and fitting issue.
Then there is the process of returning, but what if you get the wrong size again.

6. The traditional shopping exercise provides lot of fun in the form of show-room
atmosphere, smart sales attendants, scent and sounds that cannot be experienced through
website. Indian generally enjoy shopping. Consumers look forward to it as an opportunity to
go out and shop.

7. The information given in the site may not be correct or may not be appropriate
information. The full information about the quality of the product may not reach to the
customer. Hence it will affect the online buying of the customer

Advantages of Offline Shopping

1. There is nothing like the joy of going into a store and trying on new clothes.

2. While shopping offline, you can check if the outfit or the product you are buying fits your
taste or not. You can inspect the product closely before buying it.

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3. You don’t have to wait days or weeks to get the item delivered to you. You select
something and you carry it home with you.

4. Need to purchase a dress immediately? You can rely on physical stores for that. With
online shopping, you can never do that.

5. Don’t you hate it when the online companies constantly spam you with emails and
messages? With offline shopping, you don’t have to worry about that. You can relax and
have some privacy.

6. Not satisfied with the purchase? Just visit the store and get it replaced. No need to wait for
the delivery guy to pick it up and bring the item days later.

7.Products like garments and shoes can be tried on before purchase.

8.In offline store a customer can do physical bargaining to the seller unlike shopping online.

Disadvantages of Offline Shopping -:

1. Going from one shop to another can be exhausting and time-consuming. Sometimes, you
spend hours roaming around looking for a dress, but you don’t find anything.

2. It takes a lot of time to go shopping to a store. Distance from home or workplace to the
store is time consuming. It is also time consuming while trying out the outfits in a store or
even going through other products. In off-line shopping customer move one place to another
and one shop to another in search of their desired product.

3. Discounts and offers are given only for a short period. You probably won’t get as big a
discount on an item as you can on an online website.

4. Sometimes malls and markets are so crowded that you can barely walk. Imagine being
dragged along if you hate crowded places and sweaty people (a nightmare).

5. Shops are not open on certain hours and certain days, so there’s a restrain on time.

6. Customers may lose money and time to travel to the shop.

7. There are limited numbers of choices when it comes to offline shopping. The numbers of
varieties are limited. The ranges of products available in the shops are limited. Sometimes,
the stocks are old and are up for discount and sale. Basically, in offline or any shop we get
less numbers of choices as it consists of manual work.

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Difference Between Online and Offline Shopping

1. In traditional shopping, if you want to buy one you have to go to the nearby mall.
Then purchase the item you like from there. While in Online shopping as the same
suggests is done over the internet. Therefore, you do not have a stand in line or go
anywhere from your home to purchase the stuff you like.

2. In the case of traditional, these are no such risks because consumers try it first and
then buy. Therefore, there is no scope of difference between actual and perceived
products. While in online shopping if one is buying the product like shoes or clothes
then one cannot try the product before placing the chances of the actual product being
different perceived product is high.

3. Traditional shopping one does not have too much choice as one has to buy a product
which is available at the shop. If that product is not available, then either you buy the
product which is your second priority.

The second option is to wait for that product to come and then buy. But in online
shopping, one looks many products and that too multiple times without buying them.
Therefore, it offers a lot of flexibility.

4. In traditional physical shopping, this is not possible. Hence if you want to buy a
mobile then you have to go to two different shops as these products are different.
Hence, it leads to time wastage. But Online shopping thousands of different products
are available at one place or website.

5. While using traditional shopping one does not have this luxury. Just because the buyer
has to purchase the product at a price. This is quoted by the seller as there is no
wayfinding whether the price quoted by the seller is fair or not. Online shopping is
transparent in the sense that one can compare the price of the product over different
websites. So, to ensure that he or she buys the product at the cheapest price.

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Objectives of Study
The present study broadly compares the online and offline shopping, specifically the
objectives are-:
• To do comparative study between online shopping and physical store shopping.
• To study the consumer behaviour towards each of these modes.
• To understand which is the most preferred mode of shopping.
• To find out the consumers' satisfaction level for services provided by the online and
offline shopping.
• To know the specific reasons for which customers purchase online and offline
shopping.
• To know which product purchase most in online and offline shopping.
• To comparatively analyse the consumer decision making process in online vs. offline
channels.
• To analyse consumer buying behaviour in online and offline medium for different age
groups.
• To know how often consumer shop online or offline.
• To find out which factor influence to consumer to buy online or offline.
• To examine the factors influencing the consumer to switch from the offline shopping
to online shopping and online to offline shopping.

Statement of the Problem

1 To do comparative study between online shopping and physical store shopping.

2 To study the consumer behaviour towards each of these modes.

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 Chapter II
Review of Literature

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 Review of Literature

The current literature on consumer online and offline purchasing decisions has mainly
concentrated on identifying the factors which affect the willingness of consumers to engage in
Internet shopping as well as offline shopping.
In the domain of consumer behaviour research, there are general models of buying behaviour
that depict the process which consumers use in making a purchase decision. These models are
very important to marketers as they have the ability to explain and predict consumers’ purchase
behaviour
Understanding the mechanisms of virtual shopping and the behaviour of the online consumer
is a priority issue for practitioners competing in the fast-expanding virtual marketplace. The
origin of the internet has given new routes to consumers regarding collecting information,
comparing products or prices and the prospect of purchasing through the internet. Explored
online and offline features of Internet shopping malls and their relationships with the
acceptance behaviours of customers

Review of Related StudiesArticles

Title-: A Study on customer Satisfaction towards Online Shopping

Authors-: Mrs. T. Shenbaga Vadivu

In the era of globalization electronic marketing is a great revolution. Over the

last decade maximum business organizations are running with technological change. Online
shopping or marketing is the use of technology (i.e., computer) for better marketing
performance. And retailers are devising strategies to meet the demand of online shoppers; they
are busy in studying consumer behavior in the field of online shopping, to see the consumer
attitudes towards online shopping. Therefore, Authors also decided to study consumer's
attitudes towards online shopping and specifically studying the factors influencing consumers
to shop online. So, the article focuses on Study on customer Satisfaction towards Online
Shopping

Title-: Determinants of Customer Satisfaction in Online Shopping

Authors-: Rachna Jain, Shikha Sharma

The study is conducted to explore various factors that determine the level of customer
satisfaction among online shoppers. The exploration will contribute to the formulation of
various strategies to enhance online shopping experience that will consequently lead to
customer satisfaction. Results of the study provide insight into the determinants of customer

18
 satisfaction among online shoppers. The study is highly relevant for developing economies
where consumers are shifting from the traditional medium of purchasing to newly adopt
internet-based retail purchasing. The results from the study can be used to identify various
strategies to be used by Indian online retailers and entrepreneurs who are aiming at developing
their own websites. The results from the study provide significant insights into the psychology
of the Indian online shoppers and provide evidence regarding their inclination towards the
quality of information offered online, product variety (assortment) and security concerns.
Online retailers should develop the secure online interface to enhance the confidence of online
shoppers and provide them with quality information regarding the products and services along
with the demonstration of the same to increase the familiarity and confidence towards the
purchase

Title-: Customer Satisfaction towards Online Shopping in Kathmandu Valley

Authors-: Niroula Ballav, (M. Phil) & Gyanwali Achyut, P. hD

Online shopping has grown in popularity over the years, mainly because people find it
convenient and easy to bargain shop from the comfort of their home or office from online
stores. Shoppers can visit web stores from the comfort of their homes and shop as they sit in
front of the computer (Jahanshahi et al., 2011). Internet is being widely used in daily life these
days. The existence of the internet brought many advantages to individual's daily lives. With
the help of the internet, individuals can communicate, learn, entertain, buy products, and get
services. The emergence of the internet has created opportunities for firms to stay competitive
by providing customers with a convenient, faster, and cheaper way to make purchases. This
study attempts at determining the factors affecting customer satisfaction towards online
shopping in Kathmandu valley. This study is primarily based on primary sources of data
collected from the 408 respondents. This study hypothesizes that the customer satisfaction
depends on several factors such as perceived service quality, perceived ease of use, perceived
security, and online payment process.

Title-: Comparative Study on Factors Influencing Online and Offline Shopping

Authors-: Dr.R. Sivanesan, IIC.Monisha, IIIP.V. Babisha, IVS.A. Abisha

The study tries to recognize that, how consumer measure channels for their purchasing.
Specifically, it progresses a conceptual model that addresses consumer value perception for
using the internet shopping versus the traditional shopping. Earlier study showed that
perceptions of price, product quality, service quality and threat strongly impact perceived value
and purchase intents in the offline and online network. Observations of online and offline
buyers can be evaluated to see how value is constructed in both channels. It is hitherto to
recognize what factors influence online and offline shopping choice progression. The objective
of this study is to provide an impression of online shopping decision process by comparing the
offline and online decision making and identifying the factors that motivate customers to decide
whether to do online shopping or go for the offline shopping. Consumer’s shop when and where
they want, where they are comfortable with the products and the choice of shopping. The study
finds that female is more into online shopping than male. Since last two years as population
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 are more aware of the technology the online shopping increased immensely. The people from

the age group 35 and above are less likely to do online shopping because they are less aware
of the technology. However, the respondent said that they will love to purchase from online
shopping if only the price of the product is less than the market. They revealed that it is fairly
important to go for e-shopping. This study provides mixed results about the factors influencing
offline and online shoppers in Kanyakumari district. A user-friendly website or electronic retail
store leads to greater behavioural intention. Easy to use online retail stores may allow the
customer to obtain required information about their purchase that decreases the associated risk
with new shopping medium. Therefore, leading to positive attitude and increase behavioural
intention like intention to recommend the online store and repurchase from the same store.

Title-: A Comparative Analysis Between Online and Offline Shopping Experience of

Consumers
Authors-: Mrs. R. Rajalakshmi1, Faiz jahan. A2

In the present-day context learning and analysing consumer behaviour is important for the
survival of business whether online or offline. COVID-19 Pandemic led the consumers to try
new channels, products, and brands which resulted in a change in consumer behaviour. In the
study, it is found out that 55% of the respondents preferred online during the COVID-19
pandemic period. Whereas 45% of the respondents were not ready to shift their shopping mode
from offline to online. A shift in purchase mode was seen among consumers during this period.
Many countries were facing problems in making a shift from offline to online due to poor
infrastructure, reluctance, the inability of consumers in doing bank transactions COVID-19
disruption became a cause for a rapid temporary shift from offline to online mode.

Title-: Comparative Study Of Factors Affecting Online & Offline Shopping

Authors-: Rajdeep Singh1 , Ramandeep Kaur2

The study reveals that the young generation is more often purchasing from online sites because
of the revolution in the technology among the youth population and they are able to use this
technology for their well-being more than other age group category. Flipkart is the shopping
site which is more preferable by the youngster. There are increasing demand of online shopping
because the variety of options for the consumers to choose and that to at a reasonable price and
sometime even less price than the market. Electronic items were less demanded from the e-
shopping, but clothes are much more demanded by the consumers. There are several products
which are not delivered by the shopping sites in the preferable area, it is seen that with the
advancement of the technology the preference of the online shopping increases. Earlier people
more used to shop through traditional shopping mode.

Title-: Customer Satisfaction towards Online Shopping in Kathmandu Valley

Authors-: Niroula Ballav, (M. Phil) & Gyanwali Achyut, P.hD

Online consumer’s buying behaviour consists of buying process of products and services
20
 through internet. Internet shopping is the process of buying goods and services from merchants
who sell on the online. Online shopping allows buyers to buy sooner, more choices and can
order products and services with comparative reasonable price. This study examines the factors
affecting customer satisfaction towards online shopping in Kathmandu valley. This study
attempts at determining the factors affecting customer satisfaction towards online shopping in
Kathmandu valley. This study is primarily based on primary sources of data collected from the
408 respondents. This study hypothesizes that the customer satisfaction depends on several
factors such as perceived service quality, perceived ease of use, perceived security and online
payment process.

Title-: Comparative Review of Online and Offline consumer behaviour

Authors-: Nidhi Arya 1

The consumer buying behaviour has been always a distinguished marketing subject,
extensively studied and pondered over the last decades. It is believed that consumers or
customers make purchase decisions on the receipt of small selectively chosen pieces of
information. Thus, it will be very important to understand what and how much information is
required by the customer to help him evaluate the goods and service offerings. It confirms that
the enterprise design and marketing strategies should differ in the two purchasing
environments, depending on whether the parameter differences were the result of the
behaviours of most online consumers and offline consumers. The Review not only indicates
and but also confirms that the enterprise design and marketing strategies should differ in the
two purchasing environments, depending on whether the parameter differences were the result
of the behaviours of most online consumers and offline consumers.

Title-: A Study On Consumer Behaviour Towards Online And Offline Shopping

Authors-: Muhammed Muntaqheem1 , Satish D Raiker2

Shopping has changed as a result of the influence of technology with most people preferring
online shopping to the traditional physical store 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 this research they have found out that FlipKart and Jabong 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.

Title-: A Comparative Study On Customer Satisfaction Towards Online Shopping And

Traditional Shopping With Special Reference To Tirunelveli District

Authors-: Muhammed Muntaqheem1 , Satish D Raiker2

This study attempts to analyse the customer satisfaction of online and traditional shopping.
Customer’s satisfaction has become a crucial point of differentiation in online and traditional
shopping where consumers make weekly, fortnightly, or monthly trips and then spend more on
these trips than other times especially in countries like India where competition in online is
very fierce. Unfortunately, in traditional shopping, i.e., especially in departmental stores most
of the unsatisfied customers do not complaint, they just go shopping somewhere else. The most

21
popular form of shopping includes those that are click- and- mortar which means stores that
have both physical entity and an on-line presence. The numbers of strictly online stores will
only continue to grow because of the growing popularity in online shopping and buying. In this
study using different socio – economic variables. The outcomes of the study suggest that the
better understanding of customer satisfaction.

22
 Chapter III
Research Methodology

23
3.1 Research Methodology-:
The primary objective of this research is to do comparative study of online shopping and offline
store shopping. This is achieved by a framework which includes following components. It
enumerates the description of the sampling plan, research instruments used for the collection
of data pre-testing of questionnaire, the use of statistical tools and techniques for the analysis
of the collected data.

Need of Study-:
It is very difficult task to know the consumer behaviour about online shopping and offline
shopping. So, I conduct a survey to compare online and offline shopping modes.

Research Design-:
It is an arrangement of plan, which guides the collection of data and analysis of data. The
purpose of research design is to ensure that the data collected is accurate and relevant. Any
research work requires clarity of objective to be achieved effectively research. The descriptive
design used for this survey.

Sampling Design-:
we have done online survey and have covered heterogeneous kinds of people. The study is
descriptive in nature and uses primary data to analyse and interpret the results.

Selection of Population-:
The study has been conducted in my contact people. The population for this research is student,
job consumers and home consumers.

Research Instruments-:
For the purpose of research, questionnaire was used to interview the respondents. The
questionnaire was developed so as to obtain responses relevant to objects of the research. While
designing the questionnaires every attempt was made to make it precise so that the purpose of
filling up the responses does not consume time. To find the general attitude, perception, beliefs,
and intention of people towards their perception, a questionnaire was developed. The
questionnaire, which was administrated to the respondents for the purpose of collection primary
data, was a structured one.

24
Data Collection Method-:

Primary Data-:
Questionnaire development is the critical part of primary data collection method. For this I will
prepare a questionnaire in such a way that it will be able to collect all relevant information
regarding the project.
Secondary Data-:
It will be collected to add the value to the primary data. This may be used to collect necessary
data and records by different websites, magazines, annual reports, journals, reference books,
and newspapers etc.

Sampling Size-:
Determining the size of sample that is needed for a particular piece of research. For this
research 60 sample size is taken for the interviews. From this sample size the calculation of
simple percentages for each variable is done This study is based on the sample of 60 in which
30 are male and 30 are female. (Number of people).

Limitations of the survey-:

Due to resources and time constraints the study was limited to the contact people Since the
sample size was 60. So, finding and concluding of the study are only suggestive not conclusive
in spite of the best and honest efforts. Lack of customer support, while asking the consumer
they were behaving rudely and not responding to the questions. Basically, based on primary
data, hence we cannot argue that the research is applicable in each condition, time, and place.

Framework-:
We have collected information from online reviews.

Presentation of Data -:
The data are presented through charts and tables.

25
Chapter IV

Data Analysis

26
4.1 Data Interpretation and Analysis

In this section, interpretation of data which has been collected has been discussed. This data
mainly describes the qualitative practice to be used to provide data to examine the issues
acknowledged and extend the understanding of consumer value creation in the framework of
what and why consumers purchase online. Tentative and descriptive research can provide the
multiple outlooks necessary to obtain multiple approvals of online, offline and channel
switching behaviour during the buying decision process. This typically involves sampling the
population, surveying them, and using inferential statistics to analyse the responses. The focus
of the analysis is to expect the determining factors influencing, in this case, what and why
consumers purchase online and offline as well, why they switch from one way to another. The
data gathered during the depth interviews were used to identify common questions concerning
consumer behaviour as it relates to the pure online and offline buying process as well as channel
switching from one trade channel to another during the buying choice process.

27
Age ratio of the respondent-:

Age Respondents Percentage

11-20 7 11.7%
21-30 45 75%
31-40 6 10%
41-50 0 0%
51-60 2 3.3%
Total 60 100%
Table-1

The above graphical representation shows the age category of population who choose online
shopping and offline shopping. The major of customers who use online shopping to fulfil their
need ranges mostly between 21-30 age category comprising of 75% of the total consumers and
this is mostly seen among them because of the increasing technological revolution among the
youth population and they are able to use this technology for their well-being more than other
age group category. Next the age group of 11-20 contribute as the second most consumer type
using online shopping services of 11.7%. For this age group time is the major factor for using
them this streams as way to shop. Next the age group of 31-40 contribute as the third most
consumer type using online shopping services of 10%. and next the age group of 50-60
contribute as the last consumer type using online shopping services of 3.3%

28
Gender ratio of the respondent-:

Gender Respondents Percentage

Male 30 50%
Female 30 50%
Total 60 100%
Table-2

60 respondents were taken into consideration for the study, in that 30 are male and 30 are
female. The graph representation shows the percentage of male and female who are doing
online and offline shopping. It shows 50% of male go for the shopping while 50% female do
the shopping. This gives a general idea of the gender ratio who is more involved in shopping.

29
 1) Which shopping Method do you prefer most?

Shopping Mode Respondents Percentage

Online Method 30 50%
Offline Method 30 50%
Total 60 100%
Table-3

60 respondents were taken into consideration for the study. The graph representation shows the
percentage of online and offline shopping in those 30 respondents out top 60 are go online
shopping and remaining 30 out top 60 are go for offline shopping. So, the percentage of online
and offline shopping is same.so the percentage of online and offline shopping is 50%-50%

30
 2) What is your satisfaction level when you do online shopping?

Online Respondents Percentage

Very Satisfied 13 21.7%
Satisfied 46 76.7%
Dissatisfied 1 1.7%
Very Dissatisfied 0 0
Total 60 100%
Table-4

60 respondents were taken into consideration for the study. The graph representation shows the
satisfaction level of people who are doing online shopping. So, in that out top 60 people 13
people are very satisfied and 46 people are satisfied, 1 is dissatisfied, and no one is very
dissatisfied. Percentage of satisfaction level of people show in above figure. So, by taking
above graph into consideration most of the people are satisfied with online shopping. And only
one is dissatisfied.

31
3) What is your satisfaction level when you do offline shopping?

Offline Respondents Percentage

Very Satisfied 31 51.7%
Satisfied 28 46.7%
Dissatisfied 1 1.7%
Very Dissatisfied 0 0
Total 60 100%
Table-5

60 respondents were taken into consideration for the study. The graph representation shows the
satisfaction level of people who are doing offline shopping. So, in that out top 60 people 31
people are very satisfied and 28 people are satisfied, 1 is dissatisfied, and no one is very
dissatisfied. Percentage of satisfaction level of people show in above figure. So, by taking
above graph into consideration most of the people are very satisfied with offline shopping. So
satisfaction level of people as compare to online shopping is more.

32
4) Which factor influence you most to buy online?

Factor Respondents Percentage

It is easier 11 18.3%
Time efficiency 14 23.3%
Because of offers 12 20%
Door to Door service 11 18.3%
Findings items which 12 20%
might not see in stores
Total 60 100%
Table-6

60 respondents were taken into consideration for the study. The graph representation shows the
which factor influence to people to buy product online. So, for that purpose 5 factors taken
into consideration. So according to graph 11 people buy online because of it is easier, 14
people buy online because of time efficiency, 12 people buy online because of offers, 11
people buy offline because of door-to-door service and 12 people buy offline because of
findings items which might not see in stores. Percentages of all respondents show in the graph.
So, all factors taken into consideration the factor which influence most to people to buy online
product is time efficiency.

33
5) Which factor influence you most to buy offline?

Factor Respondents Percentage

It is easier 9 15%
Product quality 23 38.3%
Because of Bargaining 10 16.7%
Better return policies 5 8.3%
Prefer to touch product 13 21.7%
Total 60 100%
Table-7

60 respondents were taken into consideration for the study. The graph representation shows the
which factor influence to people to buy product offline. So, for that purpose 5 factors taken
into consideration. So according to graph 9 people buy offline because of it is easier, 23
people buy offline because of product quality, 10 people buy offline because of bargaining,
5 people buy offline because of better return policies and 13 people buy offline because of
prefer to touch product Percentages of all respondents show in the graph. So, all factors taken
into consideration the factor which influence most to people to buy offline product is product
quality.

34
6) What do you usually purchase online?

Online Respondents Percentage

Groceries 0 0
Clothing 28 46.7%
Electronics 31 51.7%
other 1 1.7%
Total 60 100%
Table-8

60 respondents were taken into consideration for the study. The graph representation shows
what people usually purchase online. For that purpose, 4 items taken into the consideration. so
according to the graph 0 people buy groceries online, 28 people buy clothing online, 31 people
buy electronics online and 1 people buy online other items. Percentages of all respondents show
in the graph. So, all items taken into consideration the item which buy online most is
electronics.

35
7) What do you usually purchase offline?

Offline Respondents Percentage

Groceries 24 40%
Clothing 27 45%
Electronics 7 11.7%
other 2 3.3%
Total 60 100%
Table-9

60 respondents were taken into consideration for the study. The graph representation shows
what people usually purchase offline. For that purpose, 4 items taken into the consideration. so
according to the graph 24 people buy groceries offline, 27 people buy clothing offline, 7 people
buy electronics offline and 2 people buy offline other items. Percentages of all respondents
show in the graph. So, all items taken into consideration the item which buy offline most is
clothing.

36
8) How often do you shop online?

Online Respondents Percentage

Every Month 47 78.3%
One time in a week 12 20%
One Year 0 0
Never 1 1.7%
Total 60 100%
Table-10

60 respondents were taken into consideration for the study. The graph representation shows
how often people usually purchase online. For that purpose, 4 time slots taken into the
consideration. so according to the graph 47 people buy online every month, 12 people buy
online one time in a week, 0 people buy online in one year, and 1 people never buy online.
Percentages of all respondents show in the graph. So, all time slots taken into consideration
the time slots which used most to buy product online is every month.

37
9) How often do you shop offline?

Offline Respondents Percentage

Every Month 18 30%
One time in a week 41 68.3%
One Year 0 0
Never 1 1.7%
Total 60 100%
Table-11

60 respondents were taken into consideration for the study. The graph representation shows
how often people usually purchase offline. For that purpose, 4 time slots taken into the
consideration. so according to the graph 18 people buy offline every month, 41 people buy
offline one time in a week, 0 people buy offline in one year, and 1 people never buy offline.
Percentages of all respondents show in the graph. So, all time slots taken into consideration
the time slots which used most to buy product offline is one time in a week. So as compared
to online shopping people buy product most time by offline method.

38
10) Does online shopping is as secure as Offline shopping?

Secure Respondents Percentage

Yes 26 43.3%
No 4 6.7%
Sometime 30 50%
Total 60 100%
Table-12

60 respondents were taken into consideration for the study. The graph representation shows
offline shopping method is as secure as offline methods. For that purpose, 3 things taken into
the consideration. So according to graph 26 people said yes ,4 people said no and 30 people
said sometime. Percentages of all respondents show in the graph. So, the according to the graph
most of the people said online method secure sometime as compared to offline method. And at
the same time 26 people also said yes, it is secure.

39
11) Preference of the product with same price both in online and offline?

Preference Respondents Percentage

Online 28 46.7%
Offline 32 53.3%
Total 60 100%
Table-13

60 respondents were taken into consideration for the study. The graph representation shows
price of product is same in both online and offline methods then which method you choose. So
according to graph 28 people said we buy online and 32 people said we buy offline. Percentages
of all respondents show in the graph. So according to graph most of the people said we buy
offline as compared to online.

40
12) If you prefer online shopping on which website did you shop?

Website Respondents Percentage

Amazon 42 70%
Myntra 10 16.7
Flipkart 8 13.3%
Snapdeal 0 0
Total 60 100%
Table-14

60 respondents were taken into consideration for the study. The graph representation shows
which website people used most to buy product online. So, for that purpose 4 website taken
into the consideration. so according to the graph 42 people used amazon, 10 people used
myntra, people used flipkart and no one used snapdeal out top 60. Percentages of all
respondents show in the graph.so according to graph most of the people used amazon for online
shopping.

41
13) Which factor affecting most at time of online shopping?

Factor Respondents Percentage

Advertisement 13 21.7%
Social Media 8 13.3%
Internet 0 0
All of the above 39 65%
Total 60 100%
Table-15

60 respondents were taken into consideration for the study. The graph representation shows
which factor affecting most to people buy product online. For that purpose, 4 factor taken into
consideration .so according to graph 13 people buy online because of advertisement, 8 people
buy online because of social media, 0 people buy online because of internet, 39 people buy
online because of all above reason. Percentages of all respondents show in the graph.so
according to graph most of the people buy online because advertisement, social media, internet

42
14) Which type of advertisement mostly attracts to buy offline?

Offline Respondents Percentage

Discount ads 29 48.3%
Sales ads 12 20%
Festival ads 19 31.7%
Total 60 100%
Table-16

60 respondents were taken into consideration for the study. The graph representation shows
which type of advertisement attract mostly people to buy online product. So, for that purpose
3 ads taken into consideration. so according to graph 29 people buy online because of discount
ads, 12 people buy online because of sales ads, and 19 people buy online because of festival
ads. Percentages of all respondents show in the graph.so according to graph most of the people
buy online because discount ads.

43
15) Is website providing the sufficient information?

Information Respondents Percentage

Yes 51 85%
No 9 15%
Total 60 100%
Table-17

60 respondents were taken into consideration for the study. The graph representation shows is
website show sufficient information of product, so according to graph 51 people said yes and
9 people said no. Percentages of all respondents show in the graph.so according to graph most
of the people said website provide sufficient information of product.

44
16) Which shopping method provide more happiness to you?

Method Respondents Percentage

Online 22 63.3%
Offline 38 36.7%
Total 60 100%
Table-18

60 respondents were taken into consideration for the study. The graph representation shows
which shopping methods provide more happiness to people. So according to graph 22 people
said online method and 38 people said offline. Percentages of all respondents show in the
graph.so according to graph most of the people said offline method provide more happiness.

45
 Chapter V

Learning Outcomesof the project

46
Learning Outcomes of the project

• Purchases of any goods or service is not dependent on online and offline shopping
mode, it is totally depending on customer satisfaction and interest of customer about
product.
• Due to development of internet worldwide marketing environment is change.
• By the promotion of product with the help of internet product is reach in no of people
and business is increases.
• Customer also compare no of product with each other and choice the product.
• Customer satisfaction is used to measure how much customer is happy with any
shopping mode
• By comparing age group of people, the youngsters used the online methods of market
because they are known about advance technique of shopping, but older person do not
know about these advance technique of marketing and shopping so they prefer offline
shopping method.

47
 Chapter VI
Findings and Observation

48
Findings of Study

The primary object of this study was to compare online and offline shopping modes.
The findings are:

• 60 respondents were taken into consideration for the study.

• According to survey most of the people are form age 21-30.
• According to survey out top 60 people 30 people are male and 30 are female.
• Out of data survey, 50% people trust on online shopping and remaining 50%
people are trust on offline shopping.
• According to the survey, people are more satisfied with offline shopping as
compared to online shopping.
• Most of the people buy online because of time efficiency and offline because
of product quality.
• Most people buy electronic goods online and clothes offline
• Most people shop online every month and shop offline one time in a week. So,
people buy mostly offline many times as compared to online
• Most of the People feel offline shopping methods is sometimes secure as
compared to online shopping method.
• Most of the people said when price is same in the both method then we prefer
offline shopping method.
• According to the survey, most of the people used Amazon website for
shopping.
• According to the survey, most of the people said advertisement, social media,
internet this factor affect to buy online.
• According to the survey, most people said discount ads attracts us to buy
offline.
• Many people said website provide sufficient information of product.
• According to the survey, Most of the people happy with offline shopping
method.
• So overall all observation of survey, most of the people satisfied with offline
shopping as compared to online shopping.

49
Chapter VII
Conclusion

50
Conclusion

The present literature shows that there are significant differences between consumer purchase
style in online and offline medium of shopping based on certain parameters. On-line marketing
has become an integral part of modern Marketing. These opportunities on-line marketing
operation increases different levels of risks for marketing. Online shopping is a new experience
and has greatly impacted the lives of consumers in its short time of existence. Online shopping
has made consumers more effective and efficient in their shopping behaviours and has driven
businesses to a new level, forcing many to make the necessary adjustments and changes to
reach the new market of knowledgeable consumers. That’s why I have taken survey. These
consumers are mostly in low and high age groups, and according to survey most of the people
till choose offline methods. We know online method expand many ways but still because of
security and product quality people choose offline method. And offline method only chose
because of time efficiency and door to door service. The finding and analysis show that the
consumer who are between the age group 20-30 are more comfortable for online shopping than
rest of the group. The group which is coming under the age 40 and above are not much aware
of the so many shopping sites and as well as they are not technically advanced to do online
shopping, they fear whether the product they are ordering will come genuine or not, so they
less do online shopping rather they prefer traditional market. So, it is clear from the finding
that the youth are more into e-shopping. The young generation are more often purchasing from
online sites because of the revolution in the technology among the youth population and they
are able to use this technology for their well-being more than other age group category. Amazon
is the shopping site which is more preferable by the youngster. Electronic items were more
demanded from the online, but clothes are less demanded by the consumers because of return
policy and size. Now also people who are not aware of the several shopping sites and not that
technically advanced are less into internet for shopping. The overall results prove that the
respondents have perceived online shopping in a positive manner. But because of security,
product quality, size still they go with offline mode.

51
 References

WEBSITES-:

• https://www.researchgate.net/publication/329026968_A_Study_customer_Satisf
actio n_towards_Online_Shopping

• https://irejournals.com/formatedpaper/1701666.pdf

• http://www.tjprc.org/publishpapers/2-41-1389258763-

• http://www.ezeichen.com/gallery/1741.pdf

• https://www.frontiersin.org/articles/10.3389/fpsyg.2021.751854/full

• https://shodhganga.inflibnet.ac.in/handle/10603/277949

• http://publishingindia.com/GetBrochure.aspx?query=UERGQnJvY2h1cmVzfC8
1Nz UwLnBkZnwvNTc1MC5wZGY=

• https://www.preprints.org/manuscript/202102.0250/v1/download

• http://data.conferenceworld.in/GNCG/P523-533.pdf

• https://www.inspirajournals.com/uploads/Issues/302454642.pdf

• https://www.sweettoothrewards.com/blog/comparing-offline-and-online-shoppers/

BOOKS-:
• Marketing Management, Philip Kotler, Pearson (2012)
• Research methodology, C.R.Kothari, New Age International (P) Ltd

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