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Analyzing online and offline consumer behavior

Author Affiliations

  • 1Department of Management Studies, Rungta College of Engineering and Technology, Bhilai, CG, India
  • 2Department of Management, Bhilai Institute of Technology, Bhilai, CG, India
  • 3Department of Management Studies, Rungta College of Engineering and Technology, Bhilai, CG, India

Res. J. Management Sci., Volume 6, Issue (8), Pages 11-13, August,6 (2017)


The online/internet based and offline/traditional based marketing both have different features to display to consumers. While shopping on internet no physical traveling of customers is done nor any shipment cost is involved nor there is any restriction/limitations on timings for shopping. Plus it gives extra advantage of ease of access, convenience and time saving. In contrast, offline/traditional shopping allows physical inspection/ degree of tangibility of the products, communication among customers and marketers but in contrast it involves high travel cost of customers which needs to be borne by themselves and exploration costs, and also has limitations on shopping timings. Consumers may exercise the both channels in a different way resulting the same consumers may display dissimilar behaviors while shopping through online and offline channels. Therefore, it is important to understand how the same consumers behave at the two channels. In this study we have attempted to present an in-depth review of prior theoretical literature available related to online and offline consumer behavior.


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