International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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A Survey on Consumer Preferences Towards Online Shopping vs. In-Store Shopping

Author(s) Dr. Nuzhat Sadriwala, Cheryl Upadhyay
Country India
Abstract The retail landscape has undergone dramatic transformation over the past two decades, with e-commerce fundamentally altering how consumers browse, evaluate, and purchase products. Drawing on consumer behavior literature, retailing literature, and empirical literature across various product categories and groups, this paper examines the influence of convenience, price sensitivity, product tangibility, trust, and pleasure in shopping on channel selection. The research finds that far from either-or, customers increasingly employ omnichannel approaches, engaging with multiple touchpoints on their purchase journeys. Increasing generational segmentations, technology usage trends, and Covid-forced ecommerce advancements have generated a developed ecosystem where merchants need to get proficient at knocking down channels if they aspire to dominate. The study concludes that consumer preference insight will be acquired by bridging channel dichotomies to understand how other channels support each other in the lives of consumers and provides guidance for retailers during this diversified era with suggestions for future research areas.
Keywords Consumer Behavior, In-Store Buying, Online Buying, E-Commerce, Retail Channels, Omnichannel Retailing, Buying Decision, Consumer Preferences, Digital Transformation, Shopping Experience
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.59300
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E-ISSN 2582-2160
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