Comparative Study of Online and Offline Shopping Behaviour among Undergraduate Girl Students

Aim: The study aims to analyze the shopping behaviour (Online and Offline Shopping) of the students studying in remote and hilly area during the peak of pandemic.

Study Design: The study comprises of a descriptive research design.

Place and Duration of Study: The study was carried out in West Garo Hills District of Meghalaya which is located distantly form the capital city, Shillong during 2020-21.

Methodology: Purposive sampling technique was used to collect 60 samples form a college in Sangsangre, a small village in Tura.

Results: The findings of the study reveal that respondent shop mostly during discount and offer season online, number of purchases made is more than one in a week and almost all respondent relies on online shopping to purchase almost any product namely Habiliments, Electronic gadget, Books except for groceries, furniture and jewelry. Festive ads attract respondent go for online. Amazon and Myntra services are most preferable online portal.

Conclusion: It is evident that with the changing in the retail business due to digitalization and worldwide lockdown, customer behaviour also changes irrespective of the location.