Changing Preferences Of Consumers Towards Hybrid Mode Of Shopping In Chidambaram Taluk

P. Santhalakshmi M.COM, M.Phil., MBA.; Dr. K. Suganthi., M.Com., M.Phil, MBA., NET.

doi:10.69980/redvet.v26i1.2327

P. Santhalakshmi M.COM, M.Phil., MBA.
Dr. K. Suganthi., M.Com., M.Phil, MBA., NET.

DOI: https://doi.org/10.69980/redvet.v26i1.2327

Keywords: Hybrid Shopping, Consumer Preference, Mean Score Analysis, Two-Way ANOVA, Chidambaram Taluk

Abstract

Digitalization, increased internet penetration, and shifting lifestyle patterns have all significantly altered consumer purchasing behavior. Retail practices have changed as a result of the rise of hybrid shopping, where customers use both online and offline channels, particularly in semi-urban areas. The purpose of this study is to examine how consumers' preferences for hybrid shopping are evolving in Chidambaram Taluk. A structured questionnaire was used to gather primary data from 200 respondents. Consumer preference and the impact of demographic variables were investigated using two-way ANOVA and mean score analysis based on a five-point Likert scale. The findings show that hybrid shopping is highly preferred, with notable variations across age and income categories.

Author Biographies

P. Santhalakshmi M.COM, M.Phil., MBA.

Research scholar, Vivekananda College of Arts and Science for Women, Sirkali. Annamalai University

Dr. K. Suganthi., M.Com., M.Phil, MBA., NET.

Principal & Research Supervisor, Vivekananda college of Arts & Science for women, Sirkali, Annamalai University

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