Traditional Retailing vs E-Commerce: A Study of College Students’ Purchase Behavior in Tinsukia District
Abstract
The rapid growth of digital technology and internet accessibility has significantly transformed consumer shopping behaviour, leading to increasing competition between traditional retail shopping and e-commerce shopping. The study primarily focuses on examining students’ shopping preferences, evaluating the influence of price sensitivity and discounts on purchasing decisions, and identifying the major determinants that motivate consumers toward e-commerce shopping.
The research adopts a descriptive research design and is based on both primary and secondary data. Primary data were collected through a structured questionnaire distributed among 50 college students selected using the stratified random sampling technique. Secondary data were obtained from books, journals, research articles, and online sources related to consumer behaviour, retailing, and e-commerce. The collected data were analyzed using percentage analysis and interpreted with the help of tables and charts.
The findings of the study reveal that college students demonstrate a strong preference for e-commerce shopping due to factors such as convenience, competitive pricing, attractive discounts, wider product variety, and time-saving benefits. Among these factors, price sensitivity and promotional offers emerged as the most influential determinants affecting purchasing decisions. The study also indicates that students actively compare products and prices before making purchases, reflecting rational and informed consumer behaviour. However, concerns related to product quality, delivery delays, and inconsistent shopping experiences continue to affect consumer satisfaction in online shopping environments. At the same time, physical retail shopping continues to retain importance because of factors such as direct product inspection, immediate purchase, store ambiance, and salesperson assistance. The research suggests that businesses should adopt integrated retail strategies combining online convenience with improved offline shopping experiences in order to effectively satisfy the evolving expectations of modern consumers.
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