Name : Pandav Khushi Dhavalkumar
Roll number: 351
Specialization: Marketing
E- mail: [email protected]
Title Of The Project:
Consumer Behaviour Online Vs. Offline on Electronic Products
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Industry Profile: The Electronics Sector
The electronics industry has evolved into a critical sector in world economy as a
result of the constant modifications that have occurred in fields such as personal
computers and mobile devices, coupled with the general steady progress and
tremendous competitiveness in the industry. The global technology market was $1.1
trillion in 2022 and is earmarked to rise by a 5% CAGR through 2025 due to higher
disposable income levels, the uptake of urbanization, and IoT products. The
characteristics are as follows: technological developments, where smart devices
have been used to improve user experience; AI solutions where it has been used to
provide personalized solutions; there is also a significant push towards more
environmental conservation through organic products. E-commerce is emerging
rapidly because customers can easily get various types of products whereas Omni
channel retailing is getting important because customers are engaging in single and
multiple channels. Self-service online shopping is very apparent; consumers have
very low price elasticity with propensity to seek an active promotion while they are
loyal due to trust with recognized brands. Nonetheless, the industry has issues
similar to; supply chain disruption by events in the global environment, the constant
need to research and develop products due to fast technological development, and
tough requirements on emission control. In the future, electronic industry has many
opportunities due to the development of technology and the needs of customers, and
the company that pays attention to the development of sustainability and innovation
will be successfully developed in this competitive market.
2.1 Research Problem
Main Research Question:
Who are the major consumers of electronic items available in the market and which
platforms do they prefer buying such products?
This gives rise to a somewhat reversed situation: more demand for online markets
at the same time as it is often the consumers who prefer shopping at physical stores.
Research Questions
1. What are the factors appealing to consumers to opt to buy electronics items
online?
2. In what ways do age, sex and income predispose consumers to respond in a
certain way to shopping options and retail stores?
3. Which of these strategies are most useful to promote sales in these
environments?
2.2 Significance of the Problem
Importance to Businesses: Understanding consumer preferences is crucial for
electronics companies as e-commerce expands. Insights from this research will
enable businesses to tailor marketing strategies, increase customer satisfaction, and
gain competitive advantages in evolving shopping patterns.
2.3 Research Methodology
Research Design: This study will utilize both quantitative and qualitative methods for
a comprehensive understanding of consumer behavior.
Data Collection:
Survey Design: A structured survey with closed- and open-ended questions will
gather diverse data on shopping habits and demographics.
Sampling Method: A stratified sampling approach will target different demographic
groups, including students, young adults, and older consumers.
Data Analysis:
Quantitative Analysis: Descriptive and inferential statistics will be conducted using
SPSS and Excel.
Qualitative Analysis: Thematic analysis will be used to interpret qualitative
responses.
3. Literature Review
- Consumer Preferences
Rohm and Swaminathan identified convenience, price, and availability as key factors
influencing online purchasing, while tactile interaction drives consumers toward
offline shopping.
- Demographic Influences
Lian and Yen (2014) found that younger consumers are more inclined to shop online,
while older generations prefer in-person experiences, highlighting demographic
differences in shopping behavior.
- Marketing Impact López and Sicilia emphasized that effective marketing
communications significantly influence consumer choices in both environments,
underscoring the importance of branding and promotions.
- The Omni channel Experience
Research into Omni channel shopping recognizes that consumers may engage in
both online research and physical purchases, necessitating coordinated marketing
strategies.
4. Tools / Techniques To Be Used For Data Analyse
Statistical tools:
Charts and graphs
SPSS and Excel.
5.Expected Results of the Study
Complete Understanding of the Consumer: The research aims to elucidate the
factors driving consumer decisions regarding electronics, both online and offline.
Social and Demographic Description The study will capture trends in how different
consumer categories engage with online and physical retail environments.
Strategic Recommendations: The study will provide recommendations for retailers
to enhance marketing communications and improve customer experiences,
ultimately leading to increased sales and satisfaction.
6. References
1. Statista. (2022). Global consumer electronics market size from 2012 to 2025.
Retrieved from [Statista]( https://www.statista.com/outlook/cmo/consumer-
electronics/worldwide).
2. PwC. (2021). Global Consumer Insights Survey: 2021. Retrieved from [PwC]
(https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-
survey.html).
3. Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on
shopping motivations. https://doi.org/10.1016/S0148-2963(02)00318-9
4. Lian, J. W., & Yen, D. C. (2014). Online shopping drivers and barriers: A study on
consumer behavior. *Computers in Human Behavior*
https://doi.org/10.1016/j.chb.2014.02.024
5. López, C., & Sicilia, M. (2014). The role of online and offline channels in the
consumer decision-making process. *Journal of Business Research*,
https://doi.org/10.1016/j.jbusres.2013.07.018
