A Study of the Impact of Online Consumer Buying Behaviour on Offline Market while Purchasing White Goods

DOI:10.34047/MMR.2020.8210

Abstract

The rise of e-commerce has transformed the way consumers shop for goods and services. In recent years, there has been a significant increase in online consumer buying behavior, with consumers turning to online channels to purchase white goods. This trend has had a significant impact on the offline market, and retailers who operate both online and offline need to adapt to the changing consumer behavior to remain competitive. The purpose of this research paper is to study the impact of online consumer buying behavior on offline market while purchasing white goods. The study indicates that online consumer buying behavior has a significant impact on the offline market while purchasing white goods. Consumers who purchase white goods online are more likely to compare prices, read reviews and conduct research before making a purchase. They are also more likely to purchase from retailers who offer free delivery and easy returns.