Consumer Preferences for Agricultural Commodities: A Comparative Study of Online and Offline Marketing Channels in Bengaluru City

The present study attempts to analyse the consumer preference for agricultural commodities through online and offline marketing channels in Bengaluru city. Totally, 160 customers were randomly selected including 80 offline and 80 online customers. Conjoint analysis was used to analyse the consumer preference for various attributes of the commodity. The attributes included the type of commodity, price, place, online platform and frequency of purchase. The results revealed that for offline customers, frequency is the most significant attribute, followed by price and place of purchase, indicating their preference for regular purchase of fresh produce in small quantities from local markets. For online customers, the online platform emerged as the most important factor, followed by type of commodity, with price having lower importance. This suggests that online customers prioritize convenience, platform experience, and quality over price for higher-value purchases. These findings offer valuable insights for businesses to tailor their offerings based on consumer preferences, enhancing customer satisfaction and sales by aligning strategies with the specific demands of each segment.