INTRODUCTION

A. Background of the Study

Nowadays, we live in a world where internet has made an impact on everyone’s life and there

is increasing interest in understanding the effect of computer mediated shopping

environments. There are two medium available for shopping, these medium are traditional

shopping and online shopping. Online shopping is one of the most well-liked ways to make

purchase. It’s an act of purchase products or service over internet. An offline shopping is a

traditional way of trade products. The internet has also divided consumers into two

distinctively characterized groups namely, traditional and online consumers (kotler et al

2005). An issue is on determining the differences in consumer choice behavior between

online and traditional shopping. Identifying and understanding these differences is important

for formulating marketing strategies. Many people wonder where they can find the better

deal, online or traditional. These are the people prefer to do their shopping online and then

there are those that do not, so when it comes shopping online and traditional supermarket,

both sides have their advantages and disadvantages. According to Queens (2003) consumer

of offline marketers have positive association with traditional shopping like meeting, while

have a negative association in online marketers such as waiting and out of time. Although

there are many factors in online and traditional choice behavior, we focus specially in

More information on prices could increase consumer price sensitivity for undifferentiated

products.

Alba et al (1997) point out that a key difference between online and traditional shopping

is the ability of online consumers to obtain more information about both price and attributes. More
information on prices could increase consumer price sensitivity for undifferentiated products.

Degeratu et al (2001) compare consumer choice behavior in online and traditional

supermarket for knowing the effects of the brand names, price and sensory and non sensory

attributes.
Bergstrom (2000) brand continues to be used as an important tool to organize

information and simplify purchase decision making in both traditional and online marketers.

Singh and Kashyap (2007) because of the numerous advantages and benefit, more

people say that they prefer online shopping over traditional shopping these days.

Chaing and dholakia (2014) carried out a study in which examined the purpose of the

customer to purchase goods online during their shopping. Mainly there are three variables in

their study those affects the consumer to purchase online or offline. Those are the

accessibility features of the shopping sites, the type of the products and their characteristics,

and the actual price of the product.

As explained by Croos and Smith (1996), the key selection criteria for consumers

purchases in the interactive age will be the marketer ability to deliver pure and relevant

information .This new environment has changed the traditional marketing process into a more

customer initiated and controlled process.

Cuneyt and Gauam(2004), through online shopping consumers can buy faster, more

alternative and can order product, and service with comparative lowest price.

Sinha ad Uniyal (2005), the shopping environment means the type of environment

and the way people shop; it has evolved with time from the primitive to the modern day retail