A Study on Consumer Decision Making: Supermarket Vs Online Stores.

Consumer behaviour has undergone a profound transformation in recent years due to technological advancements, increased internet penetration, and the rise of e-commerce platforms. Traditional supermarkets and online stores represent two primary channels through which consumers make their purchases. This study seeks to explore the factors that influence consumer decision-making between these two modes of shopping, emphasizing convenience, price sensitivity, product quality, promotional incentives, and personal preferences. A questionnaire-based survey was conducted among 57 respondents, including individuals from diverse age groups, occupations, and income levels, to collect primary data on shopping habits, purchase frequency, preferred products, and reasons behind channel selection. The collected data were analysed using descriptive statistics, frequency distribution, and hypothesis testing (chi-square test) to determine the significance of various factors influencing consumer choice. Results indicate that while online stores are favoured for time-saving, convenience, and accessibility, supermarkets are preferred for product quality, sensory experience, and instant availability. Additionally, demographic factors such as age, occupation, and technological familiarity were found to significantly affect shopping behaviour. The study provides actionable insights for retailers, suggesting that a hybrid strategy that combines the strengths of both channels could improve customer engagement and satisfaction. The findings also have implications for marketing strategies, operational planning, and policy formulation in retail management.