Abstract

From time to time, it has been established by different professors that the customer is the king/ queen. Hence the main aim of any business enterprise is not only to satisfy its customer but also to acquire more customers to grow its business. The two segments used by consumers today to purchase products are: 1. The age old and most trusted “Offline shopping segment or traditional marketplaces”. 2. The new and convenient “Online shopping sites”. In today’s time, consumer preferences play a vital role in ensuring the success of any business. Hence it is important to analyse the most preferred shopping segment according to the consumers. This paper focuses on the factors that any rational consumer takes into consideration before forming their purchase decision. The objective of this paper is to determine which segment will be the future of India. In order to form a more practical viewpoint and to ascertain the factors involved with online and offline shopping, a survey was conducted with a sample size of 140. The survey provides a mixed result, which not only indicates but also confirms the fact that India is headed towards an omni- pricing strategy.

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