An Analysis of Consumer Behavior Towards Offline and Online Shopping During Festive Season: A Case of Punjab

This research aims to explore consumer behavior during festive occasions and includes both offline and online shopping behavior as well as consumer buying behavior. The study further investigates how age, psychological needs, formats of promotions, technology, and market trends influenced consumer choice. Through the analysis of survey data and trade reports we identified some important trends, especially younger consumers are shifting to online shopping, while older consumers are tending to shop in bricks and mortar stores. In addition, impulse buying behavior is influenced by price discounts with a limited time, promotional offers, and social claims. With the considerable growth of online shopping behavior this has had a strong influence on aspects such as mobile commerce, artificial intelligence (A.I.) and personalization, and online payments. In regards to consumer behavior the pain point of late ecommerce delivery and stores being crowded still remains a significant consideration. A noted trend in the discussion was hybrid shopping, wherein consumers browse inventories online while in the store or decide to use click-and-collect. Retailers would benefit from adopting omichannel retailing, bringing together supply chains, and adjusting to digital marketing techniques that can enhance customer experience during the festive period. Overall, this study provides retailers with solutions to issues.