Main Article Content
Abstract
Consumers purchase path has become increasingly fragmented, as consumers now shop across various online and offline channels to complete a single transaction. Certain aspects need to be taken into consideration, to understand how consumers choose between these online and offline channels during their purchase journey to fulfill their requirements. This study tries to recognize, how consumers measure channels for their purchasing. It specifically promotes a conceptual model that addresses consumer’s perception about using internet shopping versus the traditional shopping. Earlier studies have shown that perceptions of price, product quality, service quality etc. strongly affect purchase intentions in the offline and online network. It is hitherto to analyze what factors influence online and offline shopping choice. The objective of this study is to provide information about online shopping decision making process by comparing the online and offline decision making agenda and identifying the factors that compel and urge customers to decide whether or not to do online shopping or go for the offline shopping. Consumer’s shop when and where they want and wherever they are comfortable with the products. Since last two years as population are more aware of the technology the online shopping has increased tremendously. The people of the older generation do online shopping less often because they are less aware of the technological advancements. However it is also observed that consumer only purchase through online shopping if the price of the product is less than the market. They do believe that it is fairly important to go for e-shopping as well.