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Original Research

COMPARING CONSUMER BEHAVIOR IN TRADITIONAL RETAIL MARKETS AND E-COMMERCE: AN ANALYSIS OF CURRENT TRENDS

Dr. AJAY TYAGI

Vol 18, No 12 ( 2023 )   |  DOI: 10.5281/zenodo.10377090   |   Author Affiliation: Professor, Former Dean, Faculty of Commerce, Dr. B. R. Ambedkar University, Agra.   |   Licensing: CC 4.0   |   Pg no: 1032-1042   |   Published on: 14-12-2023

Abstract

This abstract highlights the subtle interaction between the physical and virtual components of customer involvement, bringing attention to the changing nature of consumer behavior in the modern market world. The study of these interactions is becoming more important for companies that want to adapt and innovate in an ever-changing retail market. This is because conventional retail platforms and online shopping platforms are both working hard to fulfill the shifting demands of customers. This research was carried out with the purpose of analyzing the buying behavior of consumers in relation to the most recent features made available by e-commerce, given that consumer behavior is what ultimately leads to the purchasing choice. It was a quantitative study, and the survey technique was utilized to gather data, along with a close-ended questionnaire based on a 5-point Likert scale design. Methods of purposive sampling were used in the selection process, which resulted in the sample being obtained. The findings of this study suggest that the use of the internet to conduct business has a significant impact on the shopping habits of consumers. Consumers' propensity to make decisions and engage in purchasing activities are significantly influenced by factors such as the convenience of access, the rapidity of connection, and the breadth of available options. The findings also shown that customers are influenced by e-commerce to migrate from buying in physical stores to shopping online since online shopping offers a wider variety of products, more ease of use and accessibility, and less constraints.


Keywords

Buying, Consumer, Market, Retail, E-Commerce.