International Council for Education, Research and Training

Consumer Preferences in Retail: Insights into Online and Offline Shopping Trends in Haryana

Singh, Surender1 and Gupta, Rekha2
1Research Scholar, NIILM University, Kaithal

2Dean, School of Commerce & Management, Faculty of Commerce, NIILM University, Kaithal

Abstract

This study explores consumer preferences between online and offline retail channels in Haryana, India, examining how preferences differ across product categories and consumer demographics. With the growth of e-commerce, understanding these preferences has become essential for businesses seeking to optimize retail strategies in a competitive market. Through a survey of 390 consumers, the study highlights key factors shaping consumer choices, such as convenience, accessibility of product information, and experiential value. The findings provide actionable insights into how product categories and demographic factors impact channel selection, which is crucial for developing effective omnichannel strategies that cater to local consumer needs. These insights aim to guide retailers in creating balanced retail strategies that harness the strengths of both online and offline shopping environments.

Keywords: Consumer Preferences, Online Shopping, Offline Shopping, Consumer Behavior, Retail Strategy

Impact statement

Consumer preferences in Haryana reveal a dynamic shift towards online shopping, driven by convenience, variety, and competitive pricing, while offline shopping retains its appeal for tactile experiences and immediate purchases. These insights highlight the need for an integrated retail strategy that leverages the strengths of both channels to meet evolving consumer demands

About The Author

Surender Singh is a Research Scholar in the Department of Commerce at NIILM University, Kaithal, and serves as an Associate Professor at Markanda National College, Shahabad, with 29 years of teaching experience. His research interests include consumer behavior, retail trends, and strategic management in commerce. He has done Masters in Commerce and qualified UGC NET in Commerce. He has written and presented many research papers in more than 15 National and International Conferences and Seminars.

 

Dr. Rekha Gupta has over 24 years of professional experience in higher education in teaching and administration. During this tenure she has gained an extensive experience in teaching, administration and Research. Her academic interest lies in language development, linguistic research, pedagogical researches, and developing quality education in higher education. She has completed her Doctorate in Commerce, M.Phil. in Commerce,  Masters in Commerce, Masters in Management,  and Masters in  Computer Science. She has qualified UGC NET in Commerce and UGC NET in Management. Being a keen learning attitude, she has written and presented many research papers in more than 35 National and International Conferences and Seminars. She has written 6 books in Finance.

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