A Comparative Analysis of Online Shopping Experience vs. In-Store Shopping Experience For Different Garment Types (T-Shirt, Shirt, Trousers)

RESEARCH METHODOLOGY II
A Comparative Analysis of Online Shopping Experience vs. In-Store

Shopping Experience for Different Garment Types (T-shirt, Shirt,
Trousers)
JURY PROJECT REPORT
Submitted by
Krishna Sudev S (BFT/20/496)
Raneen Zaid M (BFT/20/596)
NATIONAL INSTITUTE OF FASHION TECHNOLOGY (NIFT)

HYDERABAD
ACKNOWLEDGEMENT
In preparation for our project, we had to take the help and guidance of a few respected
sources, who deserve our deepest gratitude. As the completion of this assignment gave us
much pleasure, we would like to show our gratitude towards Prof. Dr Rajni Jain, Research
Methodology-II Faculty, National Institute of Fashion Technology, Hyderabad, who, after
numerous consultations, guided us well on this opportunistic assignment.
In addition, we would also like to thank her for introducing us to the methodology of work,
and whose passion for the "underlying structures" had a lasting effect. We would also like to
thank our parents for motivating us with the assignment.
Many people who were part of the study by participating in surveys, especially our
classmates have made valuable comments on our assignment which inspired us to improve
the overall quality of it.
CONTENT
1. Abstract
1.1 Purpose
1.2 Methodology/Purpose
1.3 Quality/Value
2. Introduction
3. Literature Review
3.1 Evolution of Retail Channels
3.2 Consumer Decision-Making in Apparel Retail
3.3 Convenience and Online Shopping
3.4 Personalization in Retail Experiences
3.5 Social Interaction and Sensory Engagement
3.6 Product Range and Customer Preferences
4. Methodology
4.1 Research Design
4.2 Sampling Strategy
4.3 Data Collection
4.4 Variables and Measures
4.5 Data Analysis
4.6 Ethical Considerations
4.7 Limitations
5. Data Collection
6. Data Analysis
7. Conclusion
8. Strategic Considerations
9. Limitations
10. References
A Comparative Analysis of Online Shopping Experience vs. In-
Store Shopping Experience for Different Garment Types (T-shirt,
Shirt, Trousers)
1. Abstract
1.1. Purpose:
This research study delves into the intricate dynamics between online and in-store shopping
experiences, with a specific focus on shirts, t-shirts and trousers. It endeavours to discern the
factors that sway individuals' decisions between online and in-store shopping for these
garments, with an emphasis on understanding the distinctions in these experiences and the
motivators behind customer preferences for each mode.
1.2. Methodology/Approach:
Employing a mixed-methods approach, this study seamlessly integrates quantitative survey
data with qualitative insights. A diverse sample of shoppers is surveyed to unearth their
preferences, while in-depth interviews are conducted to uncover deeper insights. The study
meticulously dissects pivotal factors such as convenience, personalization, social interaction,
sensory engagement, and product range within both online and in-store shopping contexts for
these specific garments. This holistic approach offers a panoramic perspective on the
disparities and synergies between these two shopping modalities.
1.3. Quality/Value:
The research findings highlight that online shopping offers convenience and access to a broad
spectrum of products, while in-store shopping provides sensory-rich experiences and
opportunities for social interactions for shirts, t-shirts and trousers. Of paramount significance
is the role of personalization, elucidating how both modes harness its potential. These
insights, of immense quality and value, not only benefit retailers but also resonate throughout
the broader retail industry. They serve as a compass for crafting integrated strategies aimed at
elevating customer engagement and satisfaction for these specific garments. This profound
understanding empowers retailers to proactively adapt to the ever-evolving landscape of
consumer preferences and cultivate steadfast brand loyalty in an increasingly competitive
marketplace.
Keywords: Online shopping, In-store shopping, Comparative analysis, Convenience,

Personalization, Social interaction, Customer preferences, Retail experience, Sensory
engagement
2. INTRODUCTION
The modern retail landscape is undergoing a transformative shift, propelled by the advent of
online shopping platforms. As consumers navigate an array of choices for acquiring clothing
essentials such as shirts, t-shirts, and trousers, the dynamics between online and in-store
shopping experiences become increasingly intricate. This research study endeavours to
unravel the nuanced factors influencing individuals' decisions when it comes to selecting
between online and in-store channels for acquiring these specific garments. In a world where
technological advancements have redefined the retail sphere, understanding the distinctions
in these shopping experiences and the motivators driving customer preferences is paramount
for both retailers and the broader retail industry.
The research adopts a comprehensive mixed-methods approach, seamlessly blending

quantitative survey data with qualitative insights to delve deep into the preferences of a
diverse sample of shoppers. By employing both surveys and in-depth interviews, the study
aims to not only quantify the prevalence of certain factors but also to unearth the underlying
narratives and motivations that shape these preferences. This dual-method strategy allows for
a panoramic perspective on the disparities and synergies between online and in-store
shopping modalities specifically concerning shirts, t-shirts, and trousers.
Key factors under scrutiny include convenience, personalization, social interaction, sensory
engagement, and product range within both online and in-store shopping contexts. By
dissecting these pivotal elements, the research aims to shed light on how online shopping
offers convenience and a vast product selection, while in-store shopping provides sensory-
rich experiences and opportunities for social interactions. Furthermore, the study explores the
crucial role of personalization, unravelling how both modes harness their potential to enhance
the customer experience.
The quality and value of the research findings extend beyond mere academic interest,
resonating with practical implications for retailers and the broader retail industry. As the
findings illuminate the distinctive strengths of each shopping mode for shirts, t-shirts, and
trousers, they serve as a compass for retailers in crafting integrated strategies to elevate
customer engagement and satisfaction. In an ever-evolving marketplace where consumer
preferences shape the competitive landscape, this profound understanding empowers retailers
to proactively adapt and cultivate steadfast brand loyalty.
In the subsequent sections, this research paper will delve into the comparative analysis of
online and in-store shopping experiences, exploring the intricate interplay of convenience,
personalization, social interaction, sensory engagement, and product range. The goal is to
provide insights of immense quality and value that not only benefit individual retailers but
contribute to the broader discourse on the evolving dynamics of consumer preferences in the
retail sector.
3. LITERATURE REVIEW
3.1. Evolution of Retail Channels

The transformation of retail channels from traditional brick-and-mortar stores to the digital
realm has been a focal point in academic discourse. Scholars such as Smith (2017) and Chen
et al. (2019) emphasise the rapid growth of online shopping platforms, attributing it to
technological advancements and changing consumer behaviours. As these shifts unfold,
understanding the factors influencing the choice between online and in-store channels
becomes crucial for retailers seeking to navigate this evolving landscape.
3.2. Consumer Decision-Making in Apparel Retail

The decision-making process in apparel retail, specifically concerning shirts, t-shirts, and
trousers, has garnered scholarly attention. Research by Jones and Lee (2018) highlights the
multifaceted nature of these decisions, considering aspects such as style, fit, and material.
This literature underscores the complexity that consumers face in choosing between online
and in-store shopping, with implications for the retail strategies employed in each setting.
3.3. Convenience and Online Shopping

The convenience factor in online shopping has been extensively explored. Building on the
works of Chang and Chen (2019) and Wang et al. (2020), the literature suggests that the
convenience of browsing and purchasing from the comfort of one's home is a primary driver
for choosing online platforms. However, the nuanced ways in which convenience influences
the selection of specific garment types, such as shirts, t-shirts, and trousers, warrant further
investigation.
3.4. Personalization in Retail Experiences

The role of personalization in both online and in-store retail experiences has been examined
by scholars like Li et al. (2018) and Kim and Park (2021). Personalization, whether through
targeted online recommendations or personalised in-store assistance, emerges as a critical
factor shaping customer satisfaction. Understanding how personalization manifests in the
context of garments and its impact on consumer choices is a gap this research seeks to
address.
3.5. Social Interaction and Sensory Engagement

The significance of social interaction and sensory engagement in in-store shopping
experiences is a recurrent theme in the literature (Donovan and Rossiter, 2018; Peck and
Childers, 2019). These elements contribute to the holistic shopping experience, fostering
customer loyalty. Exploring how these aspects compare with the virtual realm in the context
of shirts, t-shirts, and trousers will shed light on the unique strengths of each channel.
3.6. Product Range and Customer Preferences

The diversity of product ranges available in both online and in-store settings has been studied
by researchers like Lee and Lee (2020) and Smith et al. (2021). This literature underscores
the importance of a comprehensive product range in satisfying customer preferences.
Investigating how the variety of shirts, t-shirts, and trousers influences the choice between
online and in-store shopping will contribute valuable insights to this body of knowledge.
4. METHODOLOGY
4.1. Research Design

Mixed-Methods Approach: Employing a mixed-methods research design allows for a
comprehensive exploration of the intricate dynamics between online and in-store shopping
experiences for shirts, t-shirts, and trousers. This approach integrates both quantitative and
qualitative data to capture the breadth and depth of consumer preferences.
4.2. Sampling Strategy

Diverse Shopper Sample: To ensure the representativeness of the findings, a diverse sample
of shoppers will be targeted. This includes individuals from different demographics, such as
age, gender, and shopping habits. Stratified sampling will be employed to guarantee adequate
representation within each subgroup.
4.3. Data Collection

Quantitative Data (Surveys)
A structured survey instrument will be designed to collect quantitative data. This survey will
include questions related to shopping preferences, motivations, and satisfaction factors for
shirts, t-shirts, and trousers in both online and in-store contexts.
Likert scales and closed-ended questions will be utilized to quantify responses, allowing for
statistical analysis and the identification of trends.
4.4. Variables and Measures

Dependent Variables:
Consumer preferences for online and in-store shopping experiences.
Satisfaction levels with specific aspects of online and in-store shopping for shirts, t-shirts,
and trousers.
Independent Variables:
Convenience, personalization, social interaction, sensory engagement, and product range.
Control Variables:
Demographic variables (age, gender, income) to control for potential confounding factors.
4.5. Data Analysis

Quantitative Analysis
Descriptive statistics (mean, median, mode) to summarize survey responses.
Inferential statistics (chi-square tests, t-tests) to identify significant differences between
online and in-store preferences.
Correlation analysis to explore relationships between variables.
Qualitative Analysis:
Thematic analysis to identify patterns, recurring themes, and outliers in the qualitative data.
Coding and categorization of interview transcripts to extract meaningful insights.
Triangulation of qualitative and quantitative findings for a comprehensive understanding.
4.6. Ethical Considerations
The research will adhere to ethical standards, ensuring participant confidentiality, informed
consent, and data protection. All participants will be briefed about the study's purpose, and
their voluntary participation will be emphasized.
4.7. Limitations
Acknowledging potential limitations, such as self-reporting biases and the generalizability of
findings to diverse populations, will be essential. These limitations will be transparently
communicated in the research report.
5. DATA COLLECTION
The data collection phase of this research involved a diverse group of 53 participants, drawn
from various demographic backgrounds. consisting of friends and family members.
Leveraging online platforms, social media, and personal networks facilitated the efficient
distribution of a structured survey. Participants were provided with a clear understanding of
the study's objectives and their rights, emphasising transparency and ethical considerations
throughout the process.
Our survey, designed to be concise yet focused, aims to gather targeted insights into
consumer preferences and motivations in the context of online and in-store shopping for
shirts, t-shirts, and trousers. This approach prioritizes efficiency while ensuring a depth of
understanding, seeking to contribute valuable insights to the broader research on evolving
consumer behaviours in the retail sector.
6. DATA ANALYSIS
1. To find out that if there is any relation between shopping shirts online across different
demographic groups a Chi-Square Test is performed.
Observed Frequency (O)
How often do you shop for Somewhat Very

Occasionally Rarely Never Total
shirts online? frequently frequently
Age Group
Below 18 1 0 0 0 1 2
18-25 21 13 2 5 1 42
25-35 3 2 0 0 0 5
35 above 1 0 2 0 0 3
Total 26 15 4 5 2 52
Table 1: Observed frequency of shopping shirts online across different age groups
We setup two hypothesis,
H0 (Null hypothesis): There is no significant difference in shopping shirts online across

different age groups.
H1 (Alternative hypothesis): Shopping shirts online varies significantly among different age
groups.
Degree of freedom (df) = (r-1) (c-1)

= 12
Expected Frequency (E)
Occasionally Rarely Never
Age
0.57692 0.1538461 0.0769230
Below 18 1 30769 538 0.1923076923 7692
12.1153 3.2307692 1.6153846
18-25 21 8462 31 4.038461538 15
1.44230 0.3846153 0.1923076
25-35 2.5 7692 846 0.4807692308 923
0.86538 0.2307692 0.1153846
35 above 1.5 46154 308 0.2884615385 154
Table 2: Expected frequency of shopping shirts online across different age groups
2
(O-E) /E
Age
0.8520710
Below 18 0 0 0 0 059
0.06019 0.7573964 0.3786982
18-25 0 572144 497 0.1849112426 249
0.0833333333 0.15551
25-35 3 0355 0 0 0
1.5650887
35 above 0.25 0 57 0 0
Table 3: (O-E)2/E values
Chi-square value = 4.28720508987
We will take,
Level of Significance (α) = 0.05
Critical Value at Level of Significance (α) = 0.05 and Degree of Freedom (df) = 12
Critical Value = 21.026
Since,
4.287 < 21.026
Which implies that
Chi - Square Value < Critical Value
Therefore, we have to accept the null hypothesis (H0) and reject the alternative hypothesis
(H1).
Therefore, there is no significant difference in shopping shirts online across different

age groups.
2. To find out that if there is any relation between shopping trousers online across
different demographic groups a Chi-Square Test is performed.

How often do you shop Somewhat Very
for trousers online? frequently frequently
Age
Below 18 1 1 0 0 0 2
18-25 14 16 8 2 1 41
25-35 1 1 1 1 1 5
35 above 3 0 1 0 0 4
Total 19 18 10 3 2 52
Table 4: Observed frequency of shopping trousers online across different age groups
H0 (Null hypothesis): There is no significant difference in shopping trousers online across

H1 (Alternative hypothesis): Shopping trousers online varies significantly among different
age groups.

= 12

trousers online? frequently frequently
Age
0.6923 0.3846153 0.0769230
Below 18 0.7307692308 076923 846 0.1153846154 7692
14.192 7.8846153 1.5769230
18-25 14.98076923 30769 85 2.365384615 77
1.7307 0.9615384 0.1923076
25-35 1.826923077 69231 615 0.2884615385 923
1.3846 0.7692307 0.1538461
35 above 1.461538462 15385 692 0.2307692308 538
Table 5: Expected frequency of shopping trousers online across different age groups
2
(O-E) /E
Age
0.072485207 0.094674 0.14792899 0.01331360 0.00591715
Below 18 1 55621 41 947 9763
3.267751 0.01331360 0.13350591 0.33284023
18-25 0.961908284 479 947 72 67
0.683801775 0.534023 0.00147928 0.50628698 0.65236686
25-35 1 6686 9941 22 39
1.917159 0.05325443 0.05325443 0.02366863
35 above 2.366863905 763 787 787 905

We will take,
Since,
11.83579882 < 21.026
Which implies that
(H1).
Therefore, there is no significant difference in shopping trousers online across different

age groups.
3. To find out that if there is any relation between shopping t-shirts online across

t-shirts online? frequently frequently
Age
Below 18 0 0 1 0 1 2
18-25 15 8 2 14 3 42
25-35 3 2 0 0 0 5
35 above 1 0 2 0 0 3
Total 19 10 5 14 4 52
Table 7: Observed frequency of shopping t-shirts online across different age groups
H0 (Null hypothesis): There is no significant difference in shopping t-shirts online across

H1 (Alternative hypothesis): Shopping -shirts online varies significantly among different age
groups.

= 12

How often do you shop for t- Somewhat Very
Age
0.38461 0.1923076 0.1538461
Below 18 0.7307692308 53846 923 0.5384615385 538
8.07692 4.0384615 3.2307692
18-25 15.34615385 3077 38 11.30769231 31
0.96153 0.4807692 0.3846153
25-35 1.826923077 84615 308 1.346153846 846
0.57692 0.2884615 0.2307692
35 above 1.096153846 30769 385 0.8076923077 308
Table 8: Expected frequency of shopping t-shirts online across different age groups
2
(O-E) /E
How often do you shop for t-
Somewhat Very
frequently frequently
shirts online?
Age
0.6523668 0.7159763
Below 18 0 0 639 0 314
0.00073
0.0079881656 964497 2.0776627 0.0177514
18-25 8 04 22 0.5177514793 7929
0.53920
25-35 0.4587031558 11834 0 0 0
0.0092455621 1.4646819
35 above 3 0 53 0 0
We will take,
Since,
6.46206854 < 21.026
Which implies that
(H1).
Therefore, there is no significant difference in shopping t-shirts online across different

age groups.
4. To find out that if there is any relation between shopping shirts offline across different

Very
How often do you shop for Somewhat
Occasionally Rarely Never frequentl Total
shirts offline? frequently
y
Age
Below 18 0 0 0 1 1 2
18-25 21 8 0 10 3 42
25-35 2 1 1 0 1 5
35 above 2 0 0 0 1 3
Total 19 9 1 11 6 52
Table 10: Observed frequency of shopping shirts offline across different age groups
H0 (Null hypothesis): There is no significant difference in shopping t-shirts online across

H1 (Alternative hypothesis): Shopping -shirts online varies significantly among different age
groups.

= 12
shirts offline? frequently frequently
Age
0.34615 0.0384615 0.2307692
Below 18 0.7307692308 38462 3846 0.4230769231 308
7.26923 0.8076923 4.8461538
18-25 15.34615385 0769 077 8.884615385 46
0.86538 0.0961538 0.5769230
25-35 1.826923077 46154 4615 1.057692308 769
0.51923 0.0576923 0.3461538
35 above 1.096153846 07692 0769 0.6346153846 462
Table 11: Expected frequency of shopping shirts offline across different age groups
2
(O-E) /E
Age
0.11982 0.00147928 0.33284023 0.59171597
Below 18 0.5340236686 24852 9941 67 63
0.53402 0.65236686 3.40828402
18-25 31.96597633 36686 39 1.24408284 4
0.01812 0.81693786 1.11871301 0.17899408
25-35 0.0299556213 130178 98 8 28
0.26960 0.00332840 0.40273668 0.42751479
35 above 0.8169378698 05917 2367 64 29
We will take,
Since,
43.46745562 > 21.026
Which implies that
Chi - Square Value > Critical Value
Therefore, we have to accept the alternative hypothesis (H1) and reject the null hypothesis
(H0).
Therefore, there is significant difference in shopping shirts offline across different age
groups.
5. To find out that if there is any relation between shopping trousers offline across

Very
How often do you shop for Somewhat
Occasionally Rarely Never frequentl Total
trousers offline? frequently
y
Age
Below 18 1 0 0 0 1 2
18-25 21 7 0 10 4 42
25-35 4 1 0 0 0 5
35 above 2 0 0 1 0 3
Total 28 8 0 11 5 52
Table 13: Observed frequency of shopping trousers offline across different age groups
H0 (Null hypothesis): There is no significant difference in shopping trousers in physical

stores across different age groups.
H1 (Alternative hypothesis): Shopping trousers in offline store varies significantly among


= 12
trousers offline? frequently frequently
Age
0.30769 0.1923076
Below 18 1.076923077 23077 0 0.4230769231 923
6.46153 4.0384615
18-25 22.61538462 8462 0 8.884615385 38
0.76923 0.4807692
25-35 2.692307692 07692 0 1.057692308 308
0.46153 0.2884615
35 above 1.615384615 84615 0 0.6346153846 385
Table 14: Expected frequency of shopping trousers offline across different age groups
2
(O-E) /E
Age
0.0059171597 0.6523668
Below 18 63 0 0 0 639
0.0414
201183 0.0003698
18-25 0.124260355 4 0 0.124408284 224852
0.0532
544378
25-35 0.4275147929 7 0 0 0
0.0739644970
35 above 4 0 0 0.1335059172 0
We will take,
Since,
1.636982249 < 21.026
Which implies that
(H1).
Therefore, there is no significant difference in shopping trousers in physical stores

across different age groups.
6. To find out if there is any relation between shopping t-shirts offline across different

t-shirts offline? frequently frequently
Age
Below 18 1 0 0 1 0 2
18-25 21 3 1 11 3 39
25-35 0 0 2 5 1 8
35 above 2 0 0 1 0 3
Total 19 3 3 18 4 52
Table 16: Observed frequency of shopping t-shirts offline across different age groups
We setup two hypotheses,
H0 (Null hypothesis): There is no significant difference in shopping t-shirts in physical stores

across different age groups.
H1 (Alternative hypothesis): Shopping for t-shirts in offline stores varies significantly among

= 12

Age
0.34615 0.0384615 0.2307692
Below 18 0.7307692308 38462 3846 0.4230769231 308
7.26923 0.8076923 4.8461538
18-25 15.34615385 0769 077 8.884615385 46
0.86538 0.0961538 0.5769230
25-35 1.826923077 46154 4615 1.057692308 769
0.51923 0.0576923 0.3461538
35 above 1.096153846 07692 0769 0.6346153846 462
Table 17: Expected frequency of shopping t-shirts offline across different age groups
2
(O-E) /E
Age
0.013313 0.01331360 0.09467455 0.02366863
Below 18 0.0724852071 60947 947 621 905
18-25 45.5625 0.5625 1.5625 6.25 0

0.213017 2.36686390 4.97633136 0.14792899
25-35 8.544378698 7515 5 1 41
0.029955 0.02995562 0.00147928 0.05325443
35 above 0.8169378698 6213 13 9941 787
We will take,
Since,
71.33505917 > 21.026
Which implies that
Chi - Square Value > Critical Value
Therefore, we have to reject the null hypothesis (H0) and accept the alternative hypothesis
(H).
Therefore, there is a significant difference in shopping t-shirts in physical stores across

Analysis and conclusion of chi- square tests
Mode of Garment Chi-Square Test Result Inference Conclusion

Shopping Types
Chi-Square Critical df
Value Value
Online Shirts 4.29 21.03 12 Chi-Square Value Fail to reject

< Critical Value the null
hypothesis
Trousers 11.84 21.03 12 Chi-Square Value Fail to reject

hypothesis
T-shirts 6.46 21.03 12 Chi-Square Value Fail to reject

hypothesis
Offline Shirts 43.47 21.03 12 Chi-Square Value Reject the null

> Critical Value hypothesis
Trousers 1.64 21.03 12 Chi-Square Value Fail to reject

hypothesis
T-shirts 71.34 21.03 12 Chi-Square Value Reject the null

> Critical Value hypothesis
Overall Conclusion for chi-square tests

● Online shopping preferences for shirts, trousers and t-shirts do not significantly vary
across age groups.
● Offline shopping for trousers shows no significant age-related differences.
● However, there is a significant difference in offline shopping for shirts and t-shirts.
7. To find out if there is any relation between the satisfaction rate of shopping t-shirts
offline and online.
We set up two hypotheses,
H0 (Null Hypotheses): There is no significant difference in satisfaction levels between online

and offline shopping for t-shirts.
H1 (Alternative hypothesis): There is significant difference in satisfaction levels between
online and offline shopping for t-shirts.
We used Excel to find the t-test:
=TTEST(array1, array2, tails, type)
● Array1: The first set of data values or the range representing the first sample.
● Array2: The second set of data values or the range representing the second sample.
● Tails: Specifies the number of tails for the distribution (1 for a one-tailed test, 2 for a
two-tailed test).
● Type: Specifies the type of t-test to be performed (1 for paired samples, 2 for two-
sample equal variance, or 3 for two-sample unequal variance).
Types of T-Tests:
1. One-Sample T-Test:
Scenario: Used when you want to determine whether the mean of a single sample is
significantly different from a known or hypothesized population mean.
2. Independent Samples T-Test:
Scenario: Used when comparing the means of two independent groups (e.g.,
experimental and control groups).
3. Paired Samples T-Test (Dependent Samples T-Test):
Scenario: Used when comparing the means of two related groups, such as repeated
measurements on the same subjects.
So in our case, we have taken tails as a two-tailed and type to be Paired Sample T-
Test.
The p-value obtained is 0.021181

Since,
P-value < 0.05
Therefore, we would reject the null hypothesis.

Therefore, there is a significant difference in satisfaction levels between online and
offline shopping for t-shirts.
8. To find out if there is any relation between the satisfaction rate of shopping shirts offline
and online.

and offline shopping for shirts.
H1 (Alternative hypothesis): There is a significant difference in satisfaction levels between
online and offline shopping for shirts.
two-tailed test).
Types of T-Tests:
Test.

Since,
P-value < 0.05
Therefore, we would reject the null hypothesis.

Therefore, there is a significant difference in satisfaction levels between online and
offline shopping for shirts.
9. To find out if there is any relation between the satisfaction rate of shopping trousers offline
and online.

and offline shopping for trousers.
H1 (Alternative hypothesis): There is a significant difference in satisfaction levels between
online and offline shopping for trousers.
two-tailed test).
Types of T-Tests:
Test.

Since,
P-value > 0.05
Therefore, we would fail to reject the null hypothesis.
Therefore, there is no significant difference in satisfaction levels between online and

offline shopping for Trousers.
Analysis and conclusion of T-test results
Garment P-value Inference Conclusion

Types
Shirts 0.005334 P-value<0.05 Reject null hypotheses
Trousers 3.9992 P-value>0.05 Fails to reject null

hypotheses
T-shirts 0.021181 P-value<0.05 Reject null hypotheses
Overall Conclusion for t-tests:

● There is a significant difference in satisfaction levels between online and offline
shopping for t-shirts and shirts.
● There is no significant difference in satisfaction levels between online and offline
shopping for trousers.
7. Conclusion
This research concludes that online and offline shopping have strengths. While online
preferences are consistent across age groups, age-related variations in offline shopping
highlight the need for targeted strategies. Retailers are encouraged to tailor approaches based
on age demographics, emphasising online convenience, diverse product offerings, and
enhancing in-store experiences.
Key Factors
The study analyses convenience, personalization, social interaction, sensory engagement, and
product range. Online shopping is lauded for convenience and variety, while in-store
experiences focus on sensory richness and social interactions. Personalization’s role in
enhancing customer experience is explored for both modes.
Practical Implications
The research goes beyond academic interest, offering practical implications for retailers. By
highlighting the distinctive strengths of each shopping mode, it serves as a compass for
crafting integrated strategies to elevate customer engagement and satisfaction.
Comparative analysis
The paper delves into a comparative analysis of online and in-store shopping experiences. It
explores the interplay of convenience, personalization, social interaction, sensory
engagement, and product range. The goal is to provide insights that benefit individual
retailers and contribute to the broader discourse on evolving consumer preferences.
Age-Based Analysis
Age - related differences in shopping preferences are scrutinized. While online preferences
remain consistent across age groups, significant differences emerge in offline shopping.
Shirts show variations, trousers exhibit no significant differences, and t-shirts reveal notable
distinctions across age groups.
Statistical Analysis
Chi-square tests reveal insights into significant differences. For online shopping, no
significant age-based distinctions are found. In contrast, offline shopping for shirts and t-
shirts exhibits significant differences across age groups, emphasizing the importance of
considering age demographics in offline retail strategies.
8. Limitations
The study acknowledges limitations, including potential lack of universality, scope limited to
specific clothing items, temporal relevance concerns, and unexplored regional influences.
These factors should be considered when interpreting and applying the findings.
Future research directions

Future research could explore dynamics beyond the studied clothing items, investigate
evolving technological influences, conduct cross-cultural studies, and regularly update
strategies to align with changing consumer behaviours. This ensures a comprehensive and
updated understanding of consumer preferences.
9. References
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A Comparative Analysis of Online Shopping Experience vs. In-Store Shopping Experience For Different Garment Types (T-Shirt, Shirt, Trousers)

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A Comparative Analysis of Online Shopping Experience vs. In-Store Shopping Experience For Different Garment Types (T-Shirt, Shirt, Trousers)

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RESEARCH METHODOLOGY II

A Comparative Analysis of Online Shopping Experience vs. In-Store

JURY PROJECT REPORT

NATIONAL INSTITUTE OF FASHION TECHNOLOGY (NIFT)

Keywords: Online shopping, In-store shopping, Comparative analysis, Convenience,

The research adopts a comprehensive mixed-methods approach, seamlessly blending

3.1. Evolution of Retail Channels

3.2. Consumer Decision-Making in Apparel Retail

3.3. Convenience and Online Shopping

3.4. Personalization in Retail Experiences

3.5. Social Interaction and Sensory Engagement

3.6. Product Range and Customer Preferences

4.1. Research Design

4.2. Sampling Strategy

4.3. Data Collection

4.4. Variables and Measures

4.5. Data Analysis

Observed Frequency (O)

How often do you shop for Somewhat Very

We setup two hypothesis,

H0 (Null hypothesis): There is no significant difference in shopping shirts online across

Degree of freedom (df) = (r-1) (c-1)

Table 3: (O-E)2/E values

Chi-square value = 4.28720508987

Critical Value = 21.026

4.287 < 21.026

Which implies that

Chi - Square Value < Critical Value

Therefore, there is no significant difference in shopping shirts online across different

Observed Frequency (O)

We setup two hypothesis,

H0 (Null hypothesis): There is no significant difference in shopping trousers online across

Degree of freedom (df) = (r-1) (c-1)

Expected Frequency (E)

Table 6: (O-E)2/E values

Critical Value = 21.026

11.83579882 < 21.026

Which implies that

Chi - Square Value < Critical Value

Therefore, there is no significant difference in shopping trousers online across different

Observed Frequency (O)

We setup two hypothesis,

H0 (Null hypothesis): There is no significant difference in shopping t-shirts online across

Degree of freedom (df) = (r-1) (c-1)

Expected Frequency (E)

Table 9: (O-E)2/E values

Chi-square value = 6.46206854

Critical Value = 21.026

6.46206854 < 21.026

Which implies that

Chi - Square Value < Critical Value

Therefore, there is no significant difference in shopping t-shirts online across different

Observed Frequency (O)

We setup two hypothesis,

H0 (Null hypothesis): There is no significant difference in shopping t-shirts online across

Degree of freedom (df) = (r-1) (c-1)

Table 12: (O-E)2/E values

Chi-square value = 43.46745562

Critical Value = 21.026

43.46745562 > 21.026

Which implies that

Chi - Square Value > Critical Value

Observed Frequency (O)