A Comparative Analysis on the Effectiveness of Online and Offline Purchases on The Satisfaction Level of the Customers

Abstract

Retail is one of the sectors in India growing at the fastest rate. It constitutes one of the key economic pillars and accounts for about 10% of the country's GDP. This study aims to provide some light on the differences between online and offline shopping habits. Customers have options based on whether they favour shopping online or offline. Both offline and online purchasing have advantages and disadvantages. Because it eliminates the need for long trips, offers a greater selection, is open 24/7, and makes customer reviews more widely available, online shopping conserves time and money. But when they spend money in person, customers have the ability to visually inspect items, something that online shopping does not provide. Customers may use standard and online buying strategies depending on what they want to buy at any given moment, which results in essentially different behaviours between the two forms of shopping.