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consumer behaviour

The project investigates consumer behavior in purchasing electronic products online versus offline, highlighting the electronics sector's growth and challenges. It aims to understand consumer preferences, demographic influences, and effective marketing strategies through a mixed-methods research approach. The study will provide insights to help businesses tailor their marketing efforts and improve customer satisfaction in an evolving retail landscape.

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10 views

consumer behaviour

The project investigates consumer behavior in purchasing electronic products online versus offline, highlighting the electronics sector's growth and challenges. It aims to understand consumer preferences, demographic influences, and effective marketing strategies through a mixed-methods research approach. The study will provide insights to help businesses tailor their marketing efforts and improve customer satisfaction in an evolving retail landscape.

Uploaded by

khushipandav19
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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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
---------------------------------------------------------------------------------------------------------------

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

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