“ COMPARATIVE ANALYSIS OF ONLINE SHOPPING

VERSUS OFFLINE SHOPPING: AN EXAMINATION OF

CUSTOMER BEHAVIOR”

PROJECT REPORT
Submitted to university of Calicut in partial fulfillment for the awarded
Of the degree of

DEGREE OF BACHELOR OF COMMERCE

SUBMITTED BY:

AVANEETH VASANT.T

Reg No. ZMAVBCMO53

UNDER SUPERVISION OF

Mrs. AMBILI

(Asst. Professor PG Dept. of commerce,

PVS COLLEGE OF ARTS AND SCIENCE, PANTHEERANKAVU)

2023 - 2024

PG DEPARTMENT OF COMMERCE

AND MANAGEMENT STUDIES

PVS COLLEGE OF ARTS AND SCIENCE,

PANTHEERANKAVU

1
 PG DEPARTMENT OF COMMERCE

AND MANAGEMENT STUDIES

PVS COLLEGE OF ARTS AND SCIENCE,

PANTHEERANKAVU

CERTIFICATE

This is to certify that project entitled “Comparative Analysis of Online Shopping versus Offline
Shopping: An Examination of Customer Behavior” has been prepared by AVANEETH
VASANT.T in partial fulfilment of requirements for the award of degree in Bachelor of commerce
is a record of original project work done by him during the period of his study in department of
commerce, PVS College of Arts and Science, Pantheeranvkavu under my supervision and
guidance .This project report has not been previously formed the basis for the award of candidate of
any other title. He is allowed to submit report.

MR. K.V SASI VARMA MRS. AMBILI.K

Head of the Department Assistant Professor
P.G Department of Commerce P.G Department of Commerce
PVS College of Arts And Science PVS College of Arts And Science
Pantheerankavu Pantheerankavu

External Examiner

2
 DECLARATION

I am the student of PVS College of Arts and Science, Pantheerankavu hereby declare that this
project report titled as “Comparative Analysis of Online Shopping versus Offline Shopping: An
Examination of Customer Behavior” is my authentic and original work done under the guidance
of Mrs. AMBILI ,Assistant professor in Commerce, towards the partial fulfilment for the award
of Bachelor of Commerce degree course of Calicut University.

I am also declaring that this report has not been submitted earlier for the award of any other by,
Calicut University or any other University.

PLACE: PANTHEERANKAVU AVANEETH

VASANT.T

DATE:

3
 ACKNOWLEDGEMENT

A project is always the outcome of co-operation, support, encouragement and guidance of people.
It’s the privilege and pleasure to express a few words of gratitude to all those who had guided and
inspired me in completing this project.

I would like to express my sincere gratitude to Professor. DEVARAJP.C, Principal, PVS College
of Arts and Science Pantheerankavu for his encouragement and co-operation to complete this work.

I would like to express my sincere gratitude to Professor. K. V SASI VARMA, Head of the
department, PVS college of Arts and Science, Pantheerankavu for his encouragement and Co-
operation to complete this work.

I am indebted to my guide Mrs. AMBILI Assistant professor in Commerce for extending her
valuable time and energy in the completion of my project.

Above all, thanks to GOD almighty who guided all times.

PLACE: PANTHEERANKAVU AVANEETH

VASANT.T

DATE:

4
 TABLE OF CONTENTS

CHAPTER PAGE
TITLE
NO. NO.

1 Introduction

2 Review of literature

3 Theoretical concepts

4 Data analysis and interpretations

5 Findings, Suggestions, Conclusions

6 Bibliography

7 Annexure

SERIAL PAGE
LIST OF TABLES AND CHARTS
NO. NO.

5
1 Gender of consumers

2 Age of consumers

3 Status

4 Prefer online &offline shopping

5 Often do you shop online

6 Often do you shop in physical store

7 Kind of products buy on online

8 Kind of products buy in physical store

9 Factors influence your decision the most to shop online

Factors influence your decision the most to shop in

10
physical store

11 Rate Your overall experience with online shopping

Rate Your overall experience with shopping in physical

12
store

13 Negative experience with online shopping

14 Negative experience with online in physical store

15 Customer reviews while shopping online

16 Sales assistance while shopping in physical store

17 A product before buying while shopping in physical store

18 Likely to return a product bought online

19 Likely to return a product bought in physical store

20 Satisfied the return process for product bought online

6
 Satisfied the return process for product bought in physical
21
store

Offline shopping allows comprehensive product through

22
direct interaction

23 Often requires a longer time for delivery

24 Monetary loss when they shop online

7
 CHAPTER-1

INTRODUCTION

INTRODUCTION

Shopping involves the exploration and purchase of items in exchange for money, encompassing the
facilities and merchandise accessible to consumers. Two primary forms of shopping exist:
traditional, conducted in physical stores, and online shopping. Notably, there are distinct variations
8
in customer buying behavior, representing the decision processes and actions of individuals in
acquiring and using products. Consumer buying behavior pertains to the ultimate consumer's
attitudes, preferences, intentions, and decisions shaping their behavior in the marketplace when
acquiring a product or service. This project scrutinizes the myriad factors influencing customer
choices in both online and offline shopping environments

21st century is characterized by widespread digitalization, offering online access to everything from
groceries to gadgets. The popularity of online shopping is growing rapidly, becoming an integral
part of consumers' lifestyles. However, there are still individuals who prefer to physically see and
touch an item before making a purchase decision

Online shopping has recently become very popular among people of different ages, gaining their
trust immediately. After digitalization the customers access to online leads to these trends .There are
many individuals that are looking for other amazing alternative shopping and online shopping is just
the fix for that. Online shopping includes buying cloths, gadgets, shoes, appliances or even daily
groceries. The huge popularity of online shopping can be attributed to the fact that it makes
shopping easier. It saves both time and money. The cost benefits were the main attraction for these
buyers. They no longer have to drive all the way to shops to buy things. Also online stores tend to
offer attractive prices probably because they have lower overhead costs. This allows them to sell
items for deeply discounted prices. This can lead to major cost benefit for shoppers. In addition,
online shopping makes it easy to buy things from any part of the world. Even if an item is not
available in your country, you can buy it from online stores. Online shopping also allows you to
compare prices before hitting the purchase button.While online shopping has gained immense
popularity, not everyone feels comfortable with it. Amidst the media buzz surrounding e-commerce,
the enduring appeal of traditional offline shopping should not be overlooked. Offline shopping, a
conventional method of acquiring goods or services, offers a sense of security for consumers
regarding their money. Unlike online transactions that may pose risks, offline shopping minimizes
the likelihood of scams. Some individuals still steer clear of online shopping due to these concerns.

Additionally, if an online purchase falls short of expectations, the process of requesting a refund or
exchanging for another product can be time-consuming. In contrast, offline shopping allows
customers to physically inspect the products and receive them immediately, enhancing the overall
shopping experience.This project focuses on extensively observing customer behavior in online and
offline shopping settings. Its goal is to understand the notable distinctions between online and

9
offline consumer groups and investigate the factors that influence consumers when choosing
between online and offline purchases.

OBJECTIVES

1. To analyse the significant difference between the online and offline consumer group.

10
2. To examine the factors influencing the consumer to switch from the offline to online shopping
and online to offline shopping.
3. To conduct a comparative cost-benefit analysis between online and offline.
4. To Examine the impact of technology on consumer preferences in online and offline shopping.

SCOPE

Online shopping and offline shopping are modes of shopping chosen by consumers depending on a
variety of factors & compare cost-benefit analysis. Additionally, the research examines the evolving
role of technology in shaping consumer preferences, aiming to answer the multifaceted question of
whether consumers prefer online or offline shopping.

The study reveals the significant difference between the online-offline consumer groups.
1. The study helps to know customers’ online-offline preferences.
2. to understand the factors affecting online and offline shopping.
3. Helps to identify consumer buying behavior on online-offline products.

METHODOLOGY

11
The study is conducted among the group of online customers. The sample size is limited to 50. The
questionnaire was distributed to the participants and brief description was given about the study
through google form. The information is collected from primary source.

PRIMARY DATA

Primary data is the data collected by the researcher for the first time. They are collected directly
from the respondents. In this study data is collected through google form survey by using personal
handed out questionnaire.

SECONDARY DATA

Secondary data are those data which are collected from a published source. In this study website,
journals, magazines etc. are used to collect secondary data.

TOOLS FOR DATA COLLECTION

Questionnaire and interview are used for primary data collection for this study.

ANALYSIS OF DATA

Statistical tools such as tabulation, percentages of graphs etc. are used to analyse the data collected.

SIGNIFICANCE OF THE STUDY

The project work is immediately helpful for the researcher to understand the significant difference
between online-offline consumer groups and the factors influencing consumer to shop online or
offline.

PERIOD OF THE STUDY

The study is conducted for 3 week as a part of B.Com programmer.

LIMITATIONS OF THE STUDY

12
1. The period of the study is very short.
2. This research is limited to the consumer behavior on online and offline shopping.
3. The sample size was limited to 50 respondents.
4. Response from the questionnaire was not too reliable and good.

13
 CHAPTER-2

REVIEWOFLITERATURE

REVIEW OF LITERATURE

14
 A brief literature would be of immense help to the researcher in gaining insight into selected
problem. The researcher would gain good background knowledge of the problem by reviewing
certain studies. A reference to these entire studies will be related in the contest of the shaping the
present study.

1. PUJA GUPTA (2015) conducted a study in Odisha on comparative study of online and
offline shopping. The study attempts to provide significant difference between the online
and offline consumer groups and the factors influencing online shopping and offline
shopping. Questionnaire was made to collect the data from the population. The total sample
size is 150 respondents. The findings of the study shown that the consumer who are
between the age group 19-25 are more comfortable for online shopping than rest of the
group. Which means the youth are more into e-shopping.

2. SEEMARANIet.al(2017)The aim of the research was to took at the variables impacting

the shopper to change from the offline to web based shopping and online to offline
shopping. And also to find whether the variables like salary, capability, range influences
the acquiring style of clients. The technique for examining is random sampling. A sample
consisted of 100 respondents was included. The examination was depends on blend of both
subjective and quantitative information. The findings and investigation demonstrate that the
shopper who are between the age assemble 19-25 are more agreeable for web-based
shopping than rest of the gathering.

3. ISABEL ENRQUE AND SERGIO ROMAN(2014) examined the role of several

consumers’ cognitive and psychographic traits in their perception of retailers’
deceptive practices (perceived deception) and the different effects on perceived
deception associated with online vis-à-vis in-store shopping.

4. PETER .J.DANAHER et.al (2003) The focus of this study is the role of brands in an
online environment. In this study compare consumer brand loyalty in online and traditional
shopping environments for over100 brands in 19 grocery product categories. It compare the
observed loyalty with a baseline model, a new segmented Dirichlet model, which has latent
classes for brand choice and provides a very accurate model for purchase behavior. The

15
 results show that observed brand loyalty for high market share brands bought online is
significantly greater than expected, with the reverse result for small share brands.

5. CHAING AND ROY(2003) focused on the consumer choice to shop on the internet
and at the physical stores during the information acquisition period. A convenience
sample of 34 students enrolled in undergraduate marketing class to select the product for
testing, 56 products were developed based on the popularity of online shopping. The
result shows that the consumer perceives shopping offline as inconvenient, online
shopping intention was expected to be greater for search products than experience
product

6. JIN AND KATO (2004) Attempted from that eBay market watch 88% of online graded
cards are graded 8 or above. According to Beckett price guide, the value of a card grade
8 often doubles the value of card graded 7. This is collective to the experiment
outcomes. It was clear that most graded cards traded online are significantly superior in
quality than ungraded cards in both retail and
online market.

7. .MANOUCHEHR TABATABAEI (2009) has explored the opinion of the consumer Who
are purchasing from offline market. The objective is to know why the traditional consumer
chooses to shop online and what are the factors influence them to purchase online and what
are the factors for them to not use the sites for shopping. He has done a survey of 264
respondents in a small mall and then those data were analysed by him. The results show a
positive perception of offline consumers towards online shopping. In addition, the results
coincide with national trends for online shopping which show many traditional shoppers
gather information on products and services online,but still make the purchase onsite in a
traditional setting by visiting a store.

8. Dr. SIVANESAN et.al (2017) The objective of the 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 consumers to decide whether to do online shopping or
go for the offline shopping. Random sampling is the technique used here to collect and
examine the data. The target group is of different age. For the research 150 sample size is
16
 taken for the interviews. The study found that female armored into online shopping than
male. Since last two years as population are more aware of the technology the online
shopping increased immediately. The people from the age group 35 and above are less
likely to do online shopping.

9. CHANAKA JAYAWARDENA et.al (2009) This paper seeks to examine the antecedents
of online shopper excitement, it’s consequences for behavioral intentions as expressed by
intent to return, and positive word-of-mouth communication. For data collection a sample
of 1500 individuals were randomly selected from a consumer panel of online shoppers. A
conceptual model is developed based on literature instrument item scales to measure all
constructs in the model were as informed by the literature and adapted from prior studies.
The study found that

10. CHANAKA JAYAWARDENA et.al (2009) This paper seeks to examine the antecedents
of online shopper excitement, it’s consequences for behavioral intentions as expressed by
intent to return, and positive word-of-mouth communication. For data collection a sample
of 1500 individuals were randomly selected from a consumer panel of online shoppers. A
conceptual model is developed based on literature instrument item scales to measure all
constructs in the model were as informed by the literature and adapted from prior studies.
The study found that convenience, involvement, attributes of the website and
merchandising all collectively influence shopper excitemen

11. LOPES PRIYANKA et.al (2016) This research aims to study the comparison of consumer
for eyewear purchase for online vs. offline channels. They look at factors like awareness
willingness, average monthly spend on eyewear, and preference amongst others. The
survey was conducted for the Mumbai region. Sample size of the study is 74. Statistical
analysis and tests were conducted to confirm the assumptions and hypothesis formed. Right
tail test and chi square test are used in this study. It is found that irrespective of income the
awareness of online shops for eyewear does not differ.

17
 CHAPTER-3
THEORETICAL CONCEPTS

18
CUSTOMER

customer is an individual of a particular type with whom interactions are necessary. They are a
participant who acquires goods, services, or ideas through a financial transaction from a seller,
vendor, or supplier, exercising the choice among various products and providers

CUSTOMER BEHAVIOR

Examining the actions of individuals, groups, or organizations and the methods they employ to
choose, acquire, and discard products, services, experiences, or ideas to fulfill needs is the focus of
customer behavior. This field incorporates elements from psychology, sociology, social
anthropology, and economics, exploring the impact of these processes on both the customer and
society.

CUSTOMER NEEDS AND EXPECTATIONS

Diverse factors such as age, gender, experience, and culture contribute to the variation in customer
needs and expectations. These elements influence whether a consumer opts for online or offline
shopping.

SHOPPING

A retailer or shop is a business that offers a range of goods for trade or sale to customers in
exchange for money or other items. Shopping is an activity where customers explore available
goods or services from one or more retailers, intending to make a suitable selection. In certain
contexts, it can be viewed as both a leisure and economic pursuit.

In contemporary times, the customer focus has shifted towards online shopping. People globally
order products from various regions, and online retailers deliver them to their desired locations, be it
homes, offices, or elsewhere. The B2C (business to consumer) process simplifies the selection and
quick delivery of products from a retailer's website, saving consumers the energy of going to
physical stores and reducing time and travel costs.

Shopping experiences vary, influenced by factors like customer treatment, convenience, the nature
of purchased goods, and mood. Other shoppers can also impact the experience; for instance, a field
19
experiment revealed that unintentional touches from behind led male and female shoppers to leave a
store earlier, negatively evaluating brands—a phenomenon known as the accidental interpersonal
touch effect.

ONLINE TO OFFLINE

The term "Online to Offline" (commonly abbreviated as O2O) in digital marketing refers to systems
that lure consumers in a digital environment to engage in the purchase of goods or services from
brick-and-mortar business

ONLINESHOPPING

In the realm of computer technology and telecommunications, the term "online" signifies a state of
connectivity. According to the Oxford dictionary, "online" (sometimes referred to as "On the Line")
denotes

being "controlled by or connected to a computer" and describes an activity or service that is

"available on or performed using the internet or other computer network."

Online shopping, also known as e-shopping, is a form of electronic commerce enabling consumers
to directly purchase goods or services from a seller over the internet using a web browser. This
mode of shopping goes by various names such as e-web-store, e-shop, e-store, internet shop, web-
shop, web-store, virtual store, etc. (K. See latha teddy et.al-2014).

20
 FACTORS INFLUENCING ONLINE SHOPPING

CONVENIENCE

Online shopping offers convenience, eliminating the need to travel to a physical store. By simply

visiting a website, you can easily find and purchase desired products without the hassle of dressing

up or waiting for store hours. This flexibility is especially beneficial for those with irregular

schedules or busy lifestyles, allowing them to shop at any time and from any location that suits their

convenience.

In terms of convenience, accessing online shopping websites only requires an active internet
connection and a smartphone. Moreover, the added benefit of having your purchased items
delivered to your doorstep not only saves time but also proves cost-effective when compared to
traditional offline shopping.

VARIETIES OF PRODUCT

Physical stores are constrained by limited space, restricting the variety of items they can stock.
Numerous policies further impact product availability, with certain items exclusive to specific
business versions within a mall, for instance. In contrast, online shopping offers access to a broader
range of products, including those unavailable in physical stores. Additionally, it allows for the
purchase of seemingly unrelated items, such as candy canes and quilts.

BETTER PRICES

Online stores typically provide significantly lower prices compared to physical stores, driven by
several factors. Primarily, the widespread use of the Internet for price comparison prompts online
business owners to willingly decrease their profit margins to attract a larger customer. Another
contributing factor is the ease with which you can explore numerous websites to locate the most
competitive prices. While a similar comparison can be made in a mall, the process would likely
consume an hour or more. Additionally, there's the potential for not incurring taxes, as many e-
commerce stores refrain from taxing customers unless they operate within the same state.

21
CLEAR COMPARISON OF PRICES

Online shopping platforms empower users to actively compare prices across a myriad of products,
enabling them to efficiently scout and secure the most cost-effective option by comparing prices
across different websites.

SAVE TIME AND ENERGY

Save time and energy by avoiding the need to visit physical stores, contend with crowds, and endure
long lines. This becomes especially cumbersome when lacking personal transportation, making
online shopping a convenient solution to alleviate these hassles.

ONLINE TRUST

Customer perception plays a crucial role in determining trustworthiness towards a website and its
offerings. Consequently, the frequency of online shopping is inherently linked to the level of trust
individuals place in specific sites. Given the diversity in people's nature and perspectives, some
readily trust online transactions, while others harbor reservations and apprehensions about the
trustworthiness of online dealings.

QUALITY

The disparity in product quality between online sites and brick-and-mortar stores significantly
influences the inclination towards online shopping. Quality plays a pivotal role in shaping the
overall shopping experience, as consumers seek assurance that their substantial financial investment
results in a product of high standards. Generally, quality emerges as a fundamental requirement in
any purchase, providing a sense of security and guarantee, thereby influencing consumer
preferences.

24/7 AVAILABILITY

Popular online shopping sites typically remain operational 24/7, making it uncommon for them to
be inaccessible. This constant availability allows users to make purchases at their convenience,
anytime and anywhere.

PROTECT YOUR PRIVACY FROM THE PUBLIC

Opting for online purchases enhances privacy compared to shopping in physical stores, as
transactions remain concealed from other users on the shopping site. This ensures that others cannot
pass judgment on your choice of purchases.

22
FIND YOUR DESIRED ITEMS WITH A CLICK

Efficiently search for your desired items using keywords online, with results just a click away. In
contrast, offline shopping requires manual item searches in-store, making online shopping a time-
saving and more efficient option..

SAVE TIME WAITING IN LINES

Online shopping eliminates the need to wait in lines, a contrast to the queues often encountered in
offline shopping. Additionally, simplified payment methods contribute to reducing errors during the
payment process.

FEWER TRAPS

Physical stores employ various tactics like posters, sales messages, colors, and strategic product

placement to entice customers into purchasing additional items. Popular products are often placed in

the rear, encouraging customers to explore other offerings. Online stores, in contrast, are less prone

to employing such tactics, relieving customers from the pressure to make additional purchases.

23
 FACTORS INFLUENCING CUSTOMERS TO SWITCH FROM ONLINE TO
OFFLINE SHOPPING

Online shopping has its drawbacks when contrasted with offline shopping, as nothing is flawless,
and every convenience comes with a cost.

DEALING WITH AN UNKNOWN VENDOR

When engaging in online shopping, unless dealing with established e-tailers such as Amazon or
Zappos, or the online extensions of reputable department stores like Kohl’s or JC Penney, there's a
lack of certainty regarding the identity and credibility of the vendor. Anyone can establish an online
store, particularly with products readily available through drop shipping, but not all vendors uphold
honesty and reliability.

When dealing with an unfamiliar online store, it becomes challenging to have confidence that they
will address issues with your order or adequately protect the personal information you are required
to share during the purchase. Concerns about online security undoubtedly play a crucial role in the
decision-making process when choosing an e-tailer.

RETURNS CAN BE COSTLY

Understanding the return policy of any e-commerce retailer you're contemplating is crucial. Most
sites don't cover return shipping costs, meaning that exchanging an item can unexpectedly increase
your expenses beyond what you initially budgeted. Returning items for a refund can also incur
additional costs, as the majority of online retailers typically do not reimburse shipping expenses,
including both the return postage and the initial shipping charge

INACCURATE REPRESENTATION OF PRODUCT

In online shopping, the inability to physically examine the product before purchase means you can't
ensure it meets your satisfaction, as only a virtual view is provided. Offline shopping, on the other
hand, allows you to touch and feel the item, providing a more comprehensive assessment...

Some individuals favor traditional shopping over online alternatives because it grants them the
opportunity to thoroughly inspect items.

24
 FACTORS INFLUENCING OFFLINE SHOPPING

TOUCH AND FEEL

Offline shopping permits customers to touch and feel products before making a purchase.
Additionally, in certain cases, customers can even try the product before buying, aiding them in
making informed decisions about whether the product suits their needs. This practice can also
decrease the likelihood of returns and exchanges

DELIVERY TIME

In online shopping, customers typically wait a minimum of six to seven days for product delivery,
whereas in offline shopping, possession of the goods is immediately transferred to the buyer. This
immediacy is a significant factor that influences customers to prefer offline shopping. People
prioritize quick delivery times and prefer receiving products within a desired timeframe

BRINGS HAPPINESS

Shopping is intended to evoke a sense of self-happiness, providing a source of fun and joy. Trying
on clothes and seeking opinions from friends on how they look adds to the inherent joy of the
shopping experience

INSTANT GRATIFICATION

Customers who make offline purchases receive their products immediately upon payment, while
those buying online have to wait for delivery. In situations requiring instant gratification or during
emergencies, purchasing through a physical store.

AUTHENTICITY

Offline shopping is considered more authentic compared to online shopping. The ability to feel the

texture of a product during the purchase ensures a clear understanding of what is being bought. In

contrast, online shopping may lead to uncertainty, as what is displayed on websites may not

accurately represent the product received, creating a potential mismatch between expectation and

reality

HELPANDRECOMMENDATIONSFROMTHESALESSTAFF
25
 Having a salesperson assist you at every stage, from selecting the right size to offering various
color choices, proves to be immensely helpful

PRODUCT IS WITH YOU RIGHT AWAY

Waiting three to four days for an item is unnecessary when you can acquire it instantly and use it
right then and there.

BARGAINING

In brick-and-mortar stores, customers have the option of engaging in physical bargaining with the
seller, a flexibility not available in online shopping where product prices are fixed. For some
customers, the ability to negotiate influences their decision, leading them to avoid online shopping
due to the perception that it is more expensive than traditional markets.

26
 FACTORS INFLUENCING CUSTOMERS TO SWITCH FROM OFFLINE TO
ONLINE

LESSNUMBEROFCHOICES

There are limited number 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 number of choices as
compared to online shopping.

TIME CONSUMING

It takes a lot of time to go shopping in a store. Distan ce 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 offline shopping customer move one place to another and one shop to another in
search of their desired product.

AVAILABILITY

Online retailers accepted orders twenty four hours a day while consumers who wish to shop at
traditional stores have to be available to visit the store during normal business hours.

PRODUCT PRICE

As far as money concerned, the price of same product may be costlier in an offline shopping and
even you find a discount and other similar offer, the price in online shopping will be lower one in an
online shopping.

LENGTHY PROCESS

This process is too lengthy because it is feasibly not possible to complete all the sections of the shop
and we end up missing out something we might like.

CROWDS

We will definitely find queues outside fitting rooms and billing counters.

27
 CHAPTER-4
DATA ANALYSIS AND

INTERPRETATION

28
GENDER OF CONSUMERS

TABLE NO: 1

Gender Count Percentage(%)

Female 24 48

Male 26 52

Total 50 100

GRAPH NO: 1

INTERPRETATION
From the above table and graph, it can be inferred that 48% of the respondents are female and 52%
are male. Majority of the respondents are male.

AGE GROUP OF CONSUMERS

29
TABLE NO: 2

Age group Count Percentage(%)

Below 19 3 6

19-25 37 74

26-40 3 6

Above 40 7 14

Total 50 100

GRAPH NO: 2

INTERPRETATION
From the above table, it can be inferred that the majority of the respondents belong to the age group
19-25 and those belonging to the age group 26-40 and below 19 are very low.

CURRENT EMPLOYMENT STATUS OF CONSUMERS

30
TABLE NO: 3

Current
Employment Count Percentage(%)
Status

Student 37 74

Employed 8 16

Unemployed 4 8

Other 1 2

Total 50 100

GRAPH NO: 3

INTERPRETATION
Majority of the respondents are students(74%).Comparatively fewer number of respondents are
employed or unemployed.
PREFERENCE FOR ONLINE VS OFFLINE SHOPPING

TABLE NO: 4

31
 Preference Count Percentage(%)

Offline 26 52

Online 24 48

Total 50 100

GRAPH NO: 4

INTERPRETATION
It can be inferred that the majority of the respondents (52%) prefer online shopping and 48% prefer
offline shopping.

HOW OFTEN DO YOU SHOP ONLINE?

TABLE NO: 5

32
 How often
do you shop Count Percentage (%)
online?

Weekly 1 2

Monthly 12 24

Quarterly 16 32

Rarely 21 42

Never 0 0

Total 50 100

GRAPH NO: 5

How often do you shop online

45
40
35
30
25
20
15
10
5
0
Weekly Monthly Quarterly Rarely Never

INTERPRETATION
From the above table, it can be inferred that 42% of the respondents shop online rarely,32% shop
quarterly ,24% shop monthly and those who shop weekly (2%) or never (0%) are very less.

HOW OFTEN DO YOU SHOP IN PHYSICAL STORES?

TABLE NO: 6

33
 How often
do you shop
Count Percentage (%)
in physical
stores?

Weekly 11 22

Monthly 9 18

Quarterly 16 32

Rarely 13 26

Never 1 2

Total 50 100

GRAPH NO: 6

INTERPRETATION
From the above table, it can be inferred that 32% of the respondents shop offline quarterly,26% shop
rarely ,22% shop weekly,18% shop monthly and 2% never shop.

WHAT TYPE OF PRODUCTS DO YOU PREFER TO BUY ONLINE?

(Multiple Select Question: Total no: of mentions =74)

TABLE NO: 7
34
 Products Count Percentage (%)

Clothing 37 50

Electronics 23 31.1

Groceries 6 8.1

Furniture 4 5.4

Other 4 5.4

Total 74 100

GRAPH NO: 7

INTERPRETATION
Among all products mentioned, clothing was mentioned half(50%) of the time, followed by
electronics(31.1%), then groceries(8.1%). Furniture and other items were mentioned comparatively fewer
times(5.4%).

WHAT TYPE OF PRODUCTS DO YOU PREFER TO BUY IN PHYSICAL

STORES?
(Multiple Select Question: Total no: of mentions =98)

TABLE NO: 8

35
 Products Count Percentage (%)

Clothing 33 33.7

Electronics 14 14.3

Groceries 30 30.6

Furniture 16 16.3

Other 5 5.1

Total 98 100

GRAPH NO: 8

INTERPRETATION
Among all the products mentioned, clothing was mentioned most (33.7%) of the time,
followed closely by groceries(30.6%), then furniture(16.3%) and electronics(14.3%). Other
items were mentioned fewer times(5.1%)
WHICH OF THE FOLLOWING FACTORS INFLUENCE YOUR DECISION
THE MOST TO SHOP ONLINE?
TABLE NO: 9

36
 Factors Count Percentage (%)

Convenience 10 20

Price 27 54

Reviews 5 10

Variety 8 16

Total 50 100

GRAPH NO: 9

INTERPRETATION
Among all the factors, price is the major factor which influences most of the respondents
(54%) to shop online.20% of the respondents prefer online shopping due to
convenience,16% of the respondents prefer online shopping due to variety, and 10% of the
respondents prefer online shopping due to reviews .
WHICH OF THE FOLLOWING FACTORS INFLUENCE YOUR DECISION
THE MOST TO SHOP IN PHYSICAL STORES?
TABLE NO: 10

37
 Factors Count Percentage (%)

Immediate
6 12
Possession

Personal
18 36
interaction

Try before
26 52
buy

Total 50 100

GRAPH NO: 10

INTERPRETATION
It can be inferred that the majority of the respondents (52%) prefer to shop in physical
stores because they can try before buying. This is followed by personal interaction (36%)
and immediate possession (12%) .
HOW WOULD YOU RATE YOUR OVERALL EXPERIENCE WITH
ONLINE SHOPPING?
TABLE NO: 11

38
 Rating Count Percentage (%)

Very
satisfied 4 8

Satisfied 29 58

Neutral 15 30

Dissatisfied 2 4

Very
dissatisfied 0 0

Total 50 100

GRAPH NO: 11

How would you rate your overall experience with online

shopping
70

60

50

40

30

20

10

0
Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied

INTERPRETATION
Majority of the respondents (58%) are satisfied with their online shopping experience, while 30% have a
neutral opinion, 8% are very satisfied and 4% are dissatisfied.

HOW WOULD YOU RATE YOUR OVERALL EXPERIENCE WITH

SHOPPING IN PHYSICAL STORES?
TABLE NO: 12

39
 Rating Count Percentage (%)

Very
10 20
satisfied

Satisfied 30 60

Neutral 8 16

Dissatisfied 2 4

Very
0 0
dissatisfied

Total 50 100

GRAPH NO: 12

INTERPRETATION
Majority of the respondents (60%) are satisfied with their offline shopping experience, while 20% are very
satisfied, 16% have a neutral opinion and 4% are dissatisfied.

HAVE YOU EVER HAD A NEGATIVE EXPERIENCE WITH ONLINE

SHOPPING?
TABLE NO: 13

40
 Response Count Percentage (%)

Yes 24 48

No 26 52

Total 50 100

GRAPH NO: 13

INTERPRETATION
It can be inferred that the majority(52%) of the respondents did not have a negative
experience with online shopping, while 48% did .

HAVE YOU EVER HAD A NEGATIVE EXPERIENCE WITH SHOPPING IN

A PHYSICAL STORE?
TABLE NO: 14

41
 Response Count Percentage (%)

Yes 22 44

No 28 56

Total 50 100

GRAPH NO: 14

INTERPRETATION
It can be inferred that the majority(56%) of the respondents did not have a negative
experience with offline shopping, while 44% did .

HOW IMPORTANT IS THE AVAILABILITY OF CUSTOMER REVIEWS

WHILE SHOPPING ONLINE?
TABLE NO: 15

42
 Response Count Percentage (%)

Very
24 48
important

Important 23 46

Neutral 3 6

Unimportant 0 0

Very
0 0
unimportant

Total 50 100

GRAPH NO: 15

INTERPRETATION
48% of the respondents considered customer reviews to be very important, while 46% of them considered it
to be important. Only 6% of the respondents were neutral on the importance of customer reviews, and none
of them considered it to be unimportant or very unimportant.

HOW IMPORTANT IS THE AVAILABILITY OF SALES ASSISTANCE

WHILE SHOPPING IN PHYSICAL STORES?
TABLE NO: 16

43
 Response Count Percentage (%)

Very important 11 22

Important 23 46

Neutral 11 22

Unimportant 3 6

Very
2 4
unimportant

Total 50 100

GRAPH NO: 16

INTERPRETATION
46% of the respondents considered sales assistance to be important, while 22% considered it to be very
important. 22% of the respondents were neutral on the matter, while 6% considered it to be unimportant and
4% considered it to be very unimportant.

HOW IMPORTANT IS TO TRY OR TEST A PRODUCT BEFORE BUYING

WHILE SHOPPING IN PHYSICAL STORES?
TABLE NO: 17

44
 Response Count Percentage (%)

Very important 16 32

Important 28 56

Neutral 5 10

Unimportant 1 2

Very unimportant 0 0

Total 50 100

GRAPH NO: 17

INTERPRETATION
56% of the respondents considered trying or testing a product to be important, while 32% considered it to
be very important. 10% of the respondents were neutral on the matter, while 2% considered it to be
unimportant and 0% considered it to be very unimportant.

HOW LIKELY ARE YOU TO RETURN A PRODUCT BOUGHT ONLINE?

TABLE NO: 18

45
 Response Count Percentage (%)

Very likely 12 24

Likely 10 20

Neutral 18 36

Unlikely 10 20

Very unlikely 0 0

Total 50 100

GRAPH NO: 18

INTERPRETATION
The survey found that 36% of the respondents were neutral on the matter, while 24% considered it to be
very likely and 20% considered it to be likely. 20% of the respondents considered it to be unlikely to return
a product bought online, while 0% considered it to be very unlikely.

HOW LIKELY ARE YOU TO RETURN A PRODUCT BOUGHT IN A

PHYSICAL STORE?
TABLE NO: 19

46
 Response Count Percentage (%)

Very likely 7 14

Likely 8 16

Neutral 17 34

Unlikely 15 30

Very
3 6
unlikely

Total 50 100

GRAPH NO: 19

INTERPRETATION
Majority of the respondents (34%) were neutral about returning a product bought in a
physical store. 30% of the respondents were unlikely to return a product, while 16% were
likely to return a product. Only 14% of the respondents were very likely to return a product,
and 6% were very unlikely to return a product.
HOW SATISFIED ARE YOU WITH THE RETURN PROCESS FOR
PRODUCTS BOUGHT ONLINE?
TABLE NO: 20

47
 Rating Count Percentage (%)

Very satisfied 9 18

Satisfied 24 48

Neutral 13 26

Dissatisfied 4 8

Very dissatisfied 0 0

Total 50 100

GRAPH NO: 20

INTERPRETATION
Majority of the respondents (48%) were satisfied with the return process for products bought
online. 26% of the respondents were neutral, while 18% were very satisfied with it. Only 8%
of the respondents were dissatisfied with the return process, and none of the respondents
were very dissatisfied.
HOW SATISFIED ARE YOU WITH THE RETURN PROCESS FOR
PRODUCTS BOUGHT IN PHYSICAL STORES?
TABLE NO: 21

48
 Rating Count Percentage (%)

Very
7 14
satisfied

Satisfied 18 36

Neutral 20 40

Dissatisfied 4 8

Very
1 2
dissatisfied

Total 50 100

GRAPH NO: 21

INTERPRETATION
Majority of the respondents (40%) were neutral about the return process for products bought in physical
stores. 36% of the respondents were satisfied and 14% were very satisfied with the return process. Only 8%
of the respondents were dissatisfied with the return process, and 2% were very dissatisfied.

OFFLINE SHOPPING ALLOWS FOR COMPREHENSIVE PRODUCT

UNDERSTANDING THROUGH DIRECT INTERACTION
TABLE NO: 22

49
 Opinion Count Percentage (%)

Strongly
12 24
agree

Agree 27 54

Neutral 9 18

Disagree 2 4

Strongly
0 0
disagree

Total 50 100

GRAPH NO: 22

INTERPRETATION
Majority of the respondents (54%) agreed that they are satisfied with the return process for products bought
in physical stores. 24% of the respondents strongly agreed, while 18% were neutral about the return process.
Only 4% of the respondents disagreed with the return process, and none of the respondents strongly
disagreed.

BUYING PRODUCTS AND SERVICES ONLINE OFTEN REQUIRES A

LONGER TIME FOR DELIVERY

TABLE NO: 23

50
 Opinion Count Percentage (%)

Strongly
8 16
agree

Agree 19 38

Neutral 15 30

Disagree 7 14

Strongly
1 2
disagree

Total 50 100

GRAPH NO: 23

INTERPRETATION
38% of the respondents agree that buying products and services online often requires a longer time for
delivery, while 16% strongly agree with this statement. The percentage of respondents who disagree or
strongly disagree with this statement is 14% and 2% respectively. The remaining 30% of the respondents are
neutral on this issue.

PEOPLE OFTEN WORRY ABOUT MONETARY LOSS WHEN THEY SHOP

ONLINE

TABLE NO: 24

51
 Opinion Count Percentage(%)

Strongly
8 16
agree

Agree 21 42

Neutral 18 36

Disagree 3 6

Strongly
0 0
disagree

Total 50 100

GRAPH NO: 24

INTERPRETATION
42% of the respondents agree that people often worry about monetary loss when they shop online, while
16% strongly agree with this statement. The percentage of respondents who disagree or strongly disagree
with this statement is 6% and 0% respectively. The remaining 36% of the respondents are neutral on this
issue.

52
 CHAPTER-5

FINDINGS, SUGGESTIONS AND

CONCLUSION

FINDINGS

● The study was conducted to know the customer behavior towards online and offline shopping. And also

the various factors affecting online and offline shopping and the factors switching customer from online
53
 to offline and offline to online. For the collection of data 50 customers are selected to reveals the
following findings...
1. The respondents were almost evenly split by gender (52% male, 48% female). The majority (74%) were
in the 19-25 age group.

2. Most respondents (74%) were students.

3. Respondents were almost evenly split in their shopping preferences, with a slight preference for online
shopping (52%).

4. Most respondents shop online rarely (42%) and in physical stores quarterly (32%).

5. Clothing was the most preferred product for both online (50%) and offline shopping (33.7%).

6. Price was the major factor for online shopping (54%), while the ability to try before buying was the most
influential for offline shopping (52%).

7. Most respondents were satisfied with their online (58%) and offline shopping experience (60%).

8. A slight majority of respondents did not have a negative experience with online (52%) or offline shopping
(56%).

9. Most respondents were satisfied with the return process for products bought online (48%) and offline
(36%).

10. Most respondents consider customer reviews important for online shopping (94%) and sales assistance
important for offline shopping (68%).

11. Respondents were spread across different likelihoods of returning a product bought online or offline.

12.Most respondents agreed that offline shopping allows for comprehensive product understanding (78%).

13. Most respondents agreed that online shopping often requires a longer time for delivery (54%).

14. Most respondents consider trying or testing a product to be important (88%) when shopping in physical
stores.

15. Most respondents were satisfied with the return process for products bought online (66%) and in
physical stores (50%).

SUGGESTIONS

 Ensure seamless door to door delivery online shopping products.

54
 Promote the use of cash on delivery as a preferred payment option

 Organize classes and seminars on online shopping site navigation and online security

tips

 Enhance the quality and variety of products offered online

 Maintain free or reduced shipping charges for product deliveries.

 Offer a range of products that cater to all age group

 Improve customer service and post-purchase support

 Expand the availability of diverse product options

55
 CONCLUSION

Customer is the central figure of shopping activities. Nowadays in the modern market the shopping modes
of customers have changed. Majority of customers prefer online shopping. The young generation is more
often purchasing from online sites because of the revolution in the technology. This study reveals that online
shopping is growing in the present scenario. But customers also prefer to shop from offline.

56
 CHAPTER 6
BIBLIOGRAPHY

57
BOOKS:

● Marketing Management , Philip Kotler, Pearson (2012)

● Research Methodology: Methods &Techniques , C R Kothari (2006)

OTHER REFERENCES
1. Puja Gupta (2015), “Comparative study of online and offline shopping: A case study of Rourkela in
Odisha”.

2. Seemarani and Anti sigroha(2017), “A comparative case study of online and offline consumer
market: A case study of Sonipat” The expression: An International Multi-disciplinary e-journal,
ISSN:2395-4132, vol.3,Issue4,pp:276-290,

3. Isabel Enrique and Sergio roman(2014) examined the role of several consumers’ cognitive and
psychographic traits in their perception of retailers’ deceptive practices

4. Peter .J .Danaher, Isaac .W. Wilson, Robert A .Davis (2003) “A comparison of online and offline
Brand loyalty” INFORMS,, Electronic ISSN: 1526-548X , Vol.22, No.4, pp:461-476

5. Chaing, C., & Roy, D. (2003). Consumer choice between traditional and online shopping: A decision-making
perspective. International Journal of Retail & Distribution Management, 31(6), 308-316.

6. Manouchehr Tatatabaei (2009) “Online perception of offline shoppers” Issue in Information

Systems,Boy-X, No. 2, 2009

7. Jin &KATO (2004) In the study conducted by Jin and Kato, based on data obtained from an eBay
market watch.

8. Dr.S.Sivanesan C.Monisha P.V.Babisha, S.A.Abisha (2017) “Comparative study on factors

influencing online and offline shopping” international Journal of Research Management and
Business Studies(IJRMBS 2017), ISSN: 2348-6503(online) ,ISSN: 2348-393X (print), Vol.4, Issue-
3(SPLI)

58
 9. Canals Jayawardhena, Len Tiu Wright (2007) “An empirical investigation into e-shopping
excitement: antecedents and effects” European Journal of Marketing, Vol-43, No.9/10, pp-1171-
1187

10. Lopes Priyanka and Prabhu Tendulkar Tanya (2016) “A comparative study on online v/s offline
shopping of eye wear” Reflections Journal of Management(RJOM), Vol-5, Jan 2016, pp:1-10

WEBLINKS:

● http://www.Wikipedia.org/

● http://www.google.com/

● http://www.researchgate.net/publication/

● http://www.academia.edu/

● http://www.quora.com/

● http://study.com/

● www.marketwatch.com

● http://lech crunch.com

59
CHAPTER 7
ANNEXURE

60
 QUESTIONNAIRE

“COMPARATIVE ANALYSIS STUDY OF ONLINE SHOPPING VERSUS OFFLINE SHOPPING;

AN STUDY ON CUSTOMER BEHAVIOR”

Dear friend,
I am AVANEETH VASANT. T pursuing B.com at PVS COLLEGE ARTS AND SCIENCE
PANTHEERANKAVU. I am conducting this survey for the fulfillment of my degree. I request you to spend
a few minutes of your valuable time for completion of this questionnaire.

(Put tick mark)

1.Name

2.Gender
a. Male
b. Female

3.Age group
a. Below 19
b. 19-25
c. 26-40
d. Above 40

4.Current Employment Status

a. Student
b. Employed
c. Unemployed
61
5.Do you generally prefer online or offline shopping?
a. Online
b. Offline
6.How often do you shop online?
a. Weekly
b. Monthly
c. Quarterly
d. Rarely
e. Never

7 How often do you shop online in physical store?

a. Weekly
b. Monthly
c. Quarterly
d. Rarely
e. Never

8.What type of products do you prefer to buy online?

a. Clothing
b. Electronics
c. Groceries
d. Furniture
e. Others

9. What type of products do you prefer to buy in physical store? (MSQ)

a. Clothing
b. Electronics
c. Groceries
d. Furniture
e. Others

10. Which of the following factors influence your decision the most to shop online? (MSQ)
62
 a. Price
b. Convenience
c. Variety
d. Review
e. Others
11. Which of the following factors influence your decision the most to shop in physical stores?
a. Price
b. Convenience
c. Variety
d. Reviews
e. Others

12. How would you rate your overall experience with online shopping?
a. Very satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Very dissatisfied

13. How would you rate your overall experience with shopping in physical stores?
a. Very satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Very dissatisfied

14. Have you ever had a negative experience with online shopping?
a. Yes
b. No

15. Have you ever had a negative experience with shopping in a physical store?
a. Yes
b. No

63
16. How important is the availability of customers reviews when you are shopping online?
a. Very important
b. Important
c. Neutral
d. Unimportant
e. Very unimportant

17. How important is the availability of sales assistance when you are shopping in physical stores?
a. Very important
b. Important
c. Neutral
d. Unimportant
e. Very unimportant

18. How important is it to try or test a product before buying when you are shopping in physical stores?
a. Very important
b. Important
c. Neutral
d. Unimportant
e. Very unimportant

19. How likely are you to return a product bought online?

a. Very likely
b. Likely
c. Neutral
d. Unlikely
e. Very unlikely

20. How likely are you to return a product bought in a physical store?
64
 a. Very likely
b. Likely
c. Neutral
d. Unlikely
e. Very unlikely
21. How satisfied are you with the return process for products bought online?
a. Very satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Very dissatisfied

22. How satisfied are you with the return process for products bought in physical stores?
a. Very satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Very dissatisfied

23. Offline shopping allows for comprehensive product understanding through direct interaction?
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

24. Buying products and service online often requires a longer time for delivery?
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

25. People often worry about monetary loss when they shop online?

65
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

66