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ABSTRACT:

Consumer buying behaviour is an ever-evolving phenomenon influenced by various demographic factors such as age, gender, income, education, and marital status. This study examines the impact of these demographic variables on consumer preferences for purchasing electronic goods through online and offline channels. With the rise of digital platforms, online shopping has gained popularity due to its convenience, variety, and competitive pricing. However, many consumers still prefer traditional retail stores for trust, physical inspection, and personal interaction. Using a sample of 368 respondents, this research employs exploratory factor analysis (EFA), t-tests, and ANOVA to identify key determinants influencing purchase decisions. The findings indicate that younger consumers with higher disposable income prefer online shopping, while older individuals and lower-income groups rely more on offline stores. Additionally, trust, ease of shopping, pricing, variety, and product information play critical roles in shaping consumer choices. The study underscores the need for businesses to adopt an omni-channel strategy, combining the strengths of both online and offline platforms. Marketers can leverage these insights to create targeted campaigns, improve customer experience, and enhance engagement. The research provides valuable recommendations for retailers and policymakers to adapt to shifting consumer behaviors in the electronics market

KEYWORDS:

Consumer Behavior, Online Shopping, Offline Shopping, Demographic, Electronic Goods.

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