Dr. Bal Krishna Mishra, Assistant Professor, IITM School of Mass Communication,
Institute of Information Technology and Management, Janakpuri, New Delhi
Karan Singh, Assistant Professor, School of Emerging Media and Creator Economy
K.R. Mangalam University, Gurugram, Haryana
Abstract
This empirical study investigates consumer behavior patterns in online and offline shopping channels among college students in India. Employing a descriptive research design, the study combines primary survey data from college students with comprehensive literature analysis to examine demographic, psychological, and technological determinants of channel preference. The research reveals significant shifts toward online shopping adoption, primarily attributed to convenience factors, cost-effectiveness, and temporal flexibility that enables 24/7 accessibility. Online platforms facilitate price comparisons, eliminate geographical constraints, and offer seamless digital payment integration with home delivery services. Despite e-commerce growth, offline shopping maintains substantial relevance, particularly for tactile product evaluation, immediate ownership satisfaction, and social shopping experiences. Traditional retail channels appeal to consumers who prioritize personal interaction, bargaining opportunities, and sensory product assessment before purchase decisions. Demographic analysis reveals that gender, educational attainment, and digital literacy significantly influence channel selection, with female consumers and higher-educated individuals demonstrating stronger online shopping propensity. Trust concerns, payment security apprehensions, and product quality uncertainties continue to moderate channel adoption patterns. The findings contribute theoretical insights into hybrid retail environments and provide practical implications for omnichannel strategy development. This research advances understanding of consumer behaviour evolution in emerging markets where traditional and digital commerce coexist.
Keywords: consumer behaviour, online shopping, offline shopping, college students, India
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