“Digital Commerce versus Traditional Retailing: A Comparative Analysis of Consumer Buying Behaviour, Satisfaction, and Shopping Preferences”
Keywords: Digital Retailing, Consumer Buying Habits, E-Commerce, Brick-and-Mortar Retail, Integrated Strategy, Customer Satisfaction
Abstract
The retail sector has experienced remarkable transformation over the last decade owing to rapid digitalization, widespread internet access, and changing consumer lifestyles. Modern consumers increasingly alternate between online shopping platforms and traditional brick-and-mortar stores depending on their needs, purchasing habits, and perceived benefits. This study presents a comparative analysis of online and offline shopping by examining key determinants such as convenience, pricing, product availability, customer experience, trust, and overall satisfaction. The research adopts a descriptive methodology using both primary and secondary data. Primary information was gathered through a structured survey involving 100 respondents, while secondary data were collected from published journals, industry reports, and market analyses. The findings reveal that online shopping is primarily preferred because of its convenience, wider product assortment, competitive prices, and time-saving features. Conversely, offline shopping remains highly valued for physical product inspection, immediate ownership, personal interaction, and higher levels of consumer confidence. The study concludes that the future of retailing lies in integrating digital and physical shopping channels through integrated business models that provide consumers with flexibility and improved shopping experiences.
"“Digital Commerce versus Traditional Retailing: A Comparative Analysis of Consumer Buying Behaviour, Satisfaction, and Shopping Preferences”", JETNR - JOURNAL OF EMERGING TRENDS AND NOVEL RESEARCH (www.JETNR.org), ISSN:2984-9276, Vol.4, Issue 6, page no.c318-c327, June-2026, Available :https://rjpn.org/JETNR/papers/JETNR2606262.pdf
Volume 4
Issue 6,
June-2026
Pages : c318-c327
Paper Reg. ID: JETNR_235313
Published Paper Id: JETNR2606262
Downloads: 00047
Research Area: Management All
Country: Ajmer, Rajasthan, India
ISSN: 2984-9276 | IMPACT FACTOR: 9.87 Calculated By Google Scholar | ESTD YEAR: 2023
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.87 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: RJPN (IJPublication) Janvi Wave
