An Empirical Analysis of Consumer Perception towards Supermarket and Online Shopping

Abstract

The retail sector has experienced a substantial upheaval due to the emergence of internet shopping, impacting customer perceptions and preferences. This study seeks to evaluate and contrast customer perceptions of supermarkets and online shopping by investigating critical criteria like cost, variety of goods, convenience, trust, technology adoption, and logistics. An empirical methodology was employed to gather data from 100 respondents, classified according to their educational attainment, to evaluate the influence of these parameters on consumer decisions. The results demonstrate that trust, security, product diversity, and availability substantially influence consumer perception, underscoring notable distinctions between supermarkets and online buying experiences. Moreover, challenges such as overcrowded settings and payment delays are significant difficulties in supermarkets, whereas internet purchasing is affected by variables such as cost and delivery efficiency. The research indicates that educational attainment influences customer choices, especially regarding trust and product choice. This research enhances comprehension of contemporary customer evaluation of buying alternatives, aiding merchants in refining their techniques. Supermarkets may augment their in-store experience by optimizing checkout efficiency and customer service, whereas internet merchants must bolster trust and security protocols. Subsequent research may investigate geographical or demographic disparities in customer preferences for a more thorough understanding.