Authors: Sakshi Dayal, Avishikta Basu, Srijanti Chandra, Abhinanda Roy Chowdhury, Zoya Akhtar,
Sudiksha Kumari

Abstract

This study examines consumer preferences between online and offline shopping in Kolkata, a metropolitan city in India that perfectly balances its rich retail roots with a fast growing digital landscape. It analyses the factors influencing shopping preferences, including convenience, product variety, pricing and trust, along with the impact of demographic variables such as age, gender and income. Primary data were collected via a survey-based methodology targeting different types of consumers in Kolkata, covering various ages, and socioeconomic backgrounds. This study investigates the balance between online and offline shopping and the growth of omnichannel behaviour, where consumers use both channels together. The findings offer ground-level insights to how people in Kolkata make their shopping decisions, and give practical relevance for retailers in other large Indian cities.

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