With the changing market scenario and economical growth, the demand for online shopping has increased. Explosion of e-commerce has changed the buying patterns and preferences of customers. The important brands are also moving towards e commerce technology for increased sale of their products. There is no doubt about it that ecommerce has made the transactions smooth, quick, faster and easier. Both the sellers and the buyers get benefited by this technology. The consumer choices vary based upon their preference towards online shopping versus offline shopping. The internet and traditional shopping both have their own advantages and disadvantages. Consumers may be use both the modes of shopping depending on their preferences at a particular moment, which results in fundamentally different behaviours across the two modes of shopping. The present paper is an attempt to study the preferences of customers towards online and offline shopping and to give the suggestions for the improvement in online shopping websites. For this purpose we have used questionnaire method to get the responses of the people. A sample of 100 respondents was taken to conduct the study.

KEYWORDS:  Consumer, Buying Behaviour, Online Shopping, Offline Shopping.