Consumer Preference towards Online over Conventional Mode of Shopping: A Case Study of Hassan City in Karnataka

The Current Study examines the factors influencing consumer inclination towards Online Shopping as compared to Conventional Retail Shopping. This Study is based on Primary Data collected from Hundred Respondents representing different Age Groups, Occupations and Income Levels through a Structured Questionnaire. The Study attempts to find out the preference of consumers towards Online Shopping over Conventional Shopping in Hassan City of Karnataka. It also highlights various factors a customer considers before arriving at a purchase decision online. The major emphasis of this study is on to the products which a consumer prefers to purchase on Conventional Basis, that is, Offline.