A Study on Consumer Preferences Towards Online Shopping Vs Offline Shopping Among Millennials in Karaikal

Abstract

The rapid expansion of digital technology and e-commerce platforms has significantly transformed consumer buying behaviour. The present study examines consumer preferences towards online shopping versus offline shopping among millennials in the Karaikal region. The study aims to identify the dominant shopping preference among millennial consumers, analyse the key factors influencing their buying decisions such as price, convenience, and trust, compare online and offline shopping in terms of convenience and cost, study the impact of reviews and ratings on purchase decisions, and evaluate the level of satisfaction among millennial consumers in both shopping methods. Primary data were collected from 150 respondents through a structured questionnaire using the simple random sampling method. Statistical tools such as percentage analysis, weighted average method, mean score analysis, chi-square analysis, and one-way ANOVA were used for data analysis with the help of SPSS software. The findings reveal that millennials exhibit a balanced preference towards both online and offline shopping depending on the situation and type of product. Reviews and ratings significantly influence purchase decisions, while satisfaction levels are higher for offline product quality and online convenience. The study concludes that both shopping channels coexist and complement each other in the current retail landscape.