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 1. Introduction:-

Online shopping is a transaction process between the seller, aggregator and the consumer where through the promotional and aggregation activity of the aggregator, the seller, and the buyer relate to each other.  By maintaining the business or monetary transaction between the seller and the buyer, the products and services are provided to the consumers, and a shared percentage goes to the aggregator who helps in establishing the connection between the seller and the buyer or the consumer. In the recent era, online shopping has become a trend where it has dominated the market potential of the traditional shopping. In various countries, it has been observed that online shopping has been preferred by the consumers as compared to the traditional shopping as it enables to save both their time and money. In the virtual shopping, a lot of discounts and variety comes altogether from a different seller. Different platforms or virtual applications help in the promotion of the products where people get attracted and make their purchasing decision (Díaz, Gomez & Molin+a, 2017). It is true that conventional mode of shopping is better in case of quality checking and availability of various options but it is very time consuming for consumers. On the other hand, online shopping has a huge potential to create a loyal customer base for creating the flow of revenue on a global marketplace (Mallapragada, Chandukala & Liu, 2016). Moreover, the main aspect of online shopping is to provide customers with more information related to the products and services, which enables them to make a comparative analysis while taking the purchasing decision with regards to a specific product. In jam-packed schedule it is impossible for people to visit traditional shops, spend more time on shopping but online shopping helps in saving their time and provides more comparative data related to their product search. However, there is a huge advantage of online shopping. In India, it has been found that people love or prefer traditional shopping more rather than online shopping. Various research works have been performed in this context where different responses of the consumers towards the traditional versus online shopping have been recorded.

In this research paper, the focus has been given to India where it has been noticed that people are more comfortable with traditional shopping as compared to the online shopping. Different perspectives, cultural background, economic background, communication availabilities are the key factors that can be considered as the main reasons for Indians to opt for traditional shopping rather than online shopping (Thakur & Srivastava, 2015). In the recent years and more, specifically since the last decade, online shopping in India has been terribly increasing, and a great change in people’s thought and perspectives have been observed. Despite this rational increase in online shopping in India where online sites like Flipkart, Amazon, Jabong, Myntra, Snapdeal and many more are successfully running their online businesses, traditional mode of shopping is still existing in the position with its high degree of greatness, popularity and trust factors (Díaz, Gomez & Molina, 2017). A study has shown that there are total 100 million users in India who use the internet but among them 89% people use internet for official purposes like for sending emails, downloading and uploading documents, use google drives for the safe storage of their valuable documents, etc. (Lissitsa & Kol, 2016). The trend of online shopping has been observed mainly among the teenagers and the college students. In the group middle-aged people there are 50% who prefer traditional shopping and the rest 50% prefer online shopping (Mallapragada, Chandukala & Liu, 2016). Whereas among the aged people, the preference ratio for traditional mode of shopping is high as it has less risk of trust issue as compared to the online shopping websites because they do not have much faith in the quality of online products. Research has shown that aged people prefer to check the quality of the product before purchasing. Bargaining power of the customers is also a great factor that is considered when an analysis is done with online shopping vs traditional shopping (Tandon, Kiran & Sah, 2016). Most of the people in India have been found with a great bargaining power where they like to bargain the product prices before taking the purchase decision, and they do a comparative analysis of the price and quality of the similar kinds of product (Thakur & Srivastava, 2015). This statement can be considered as the general fact of any consumer's purchase decision but for India with the comparison to other countries, is far more.

2.Research Aim and Objectives:-

The main aims and objectives of this particular research paper are as follows:

  • To focus on India as the country where people like traditional shopping more as compared to online shopping
  • To emphasise the different reasons or the key responsible factors that have a significant negative impact on the perspectives of Indian people about the online shopping and to understand the positive aspects of traditional shopping
  • To understand why Indian people like traditional shopping more than the online shopping
  • To understand the difference between traditional shopping and the online shopping
  • To understand how different online shopping platforms like Flipkart, Amazon, Snapdeal, Jabong, Myntra are successfully running their business in India where people are more likely to buy products through traditional mode of shopping.

 3.Research Questions:-

Following is the research work that helped in conducting this particular research work:

  • Why India as a developing country still has not adapted the advantageous mode of online shopping?
  • Why do Indian people focus more on traditional shopping rather than choosing the faster online shopping mode and what are the key differential factors between traditional shopping and the online shopping?
  • What are the different reasons or the key responsible factors that have a significant negative impact on the perspectives of Indian people about the online shopping and what are the positive aspects of traditional shopping?
  • How are different online shopping platforms like Flipkart, Amazon, Snapdeal, Jabong, and Myntra successfully running their business in India where people are more likely to buy products through the traditional mode of shopping?

Review of literature:-


A rise in online shopping trend in India

With the increase in the use of the Internet in various parts of the world including India, the trend of online shopping has also been growing in this country. According to the recent statistics mentioned by Google, there are more than 100 million internet users in India and approximately 50 million internet users that consider online shopping as a reliable option for various clothing accessories and electronic gadgets (The Economic Times., 2018). Moreover, according to the statistical figures about the amount of transaction done in India due to online shopping is currently at 460 billion INR which is likely to get double in the upcoming year (Ingham, Cadieux & Berrada, 2015). One of the most prominent reason for the increasing rate of online shopping has also been considered as the increase in awareness of internet data usage among common people. The cost of data usage in India used to be very high in previous years. However, with the launch of Reliance Jio which was a huge initiative by an Indian business tycoon Mr Mukesh Ambani who is also the owner of Reliance Communications, the cost of data usage went subsequently down, and hence, as a result more customers started using the internet data. Conclusively, the Indian population started getting more aware of the advantages of online shopping and the easy methods of using these facilities. Therefore, the number of people who prefer online shopping over traditional methods of shopping increased exponentially in the last few years notably after September 2016 when Reliance Jio was launched in the market for the use by common people (The Economic Times., 2018).

Because of the increase in online shopping business in India, many of the shop retailers and sellers have also started opting for online promotion and selling with the help of major online platforms like Amazon, Flipkart, eBay, Myntra, Jabong, Shopclues and various others. The impact of this group has been so that the major traditional shop retailers like Westside, Pantaloons, and even the Shoppers Stop are now choosing the path of online business growth. Most of the consumer products and mobile manufacturing giants like the Samsung, Apple, Sony, LG, Bosch and many other organisations are collaborating with online retail companies who sell their products on their behalf. The major purpose is to integrate the positive aspects of both the stakeholders in the online business to form an alliance and maximise the amount of sale. The main focus of the online retail business organisations like Amazon and Flipkart is to maintain the customer base that they already possess. On the other hand, the product quality is ensured by the manufacturing companies so that the trust of the customers on online retailing platforms can be integrated with the superior product quality of the items manufactured by the manufacturing companies and the number of sales through online transaction could be maximised. 

Comparison between online shopping and traditional shopping

 Although online shopping is trending at an exponential rate in India, Indians believe that there are both positive and negative aspects for online as well as traditional shopping techniques. There are also multiple factors based on which an individual preface to choose a method for shopping from traditional and online methods (Thakur& Srivastava, 2015). Following are some of the factors based on which comparison between online and traditional shopping in India can be made providing the broad perspective of the Indian population along with their perception with both these types of shopping methods.

 Availability of sales assistant

Many of the Indian customers usually prefer some kind of assistance while shopping for any product mainly regarding electronic goods and clothing accessories. The main reason for this is that the customers who are not very much aware of the technical details of electronic items need human interaction to explain them the minor instructions associated with those products. Similarly, in case of shopping of clothing and other accessories, the customers often prefer to interact with an assistant who can assist them finding the right size and material of clothing while shopping (Mallapragada, Chandukala& Liu, 2016). As a result of this, people generally prefer traditional methods of shopping for clothing accessories because human existence is readily available for traditional shopping methods unlike the online methods of shopping where an individual would need to communicate with the customer support service centre and know the details about the clothing accessories. Moreover, the customer support executive and representatives often do not have the exact knowledge regarding the items and accessories because they are working for the retail group and the manufacturing organisations manufacture the products. Therefore, the traditional method of shopping can be considered better than the online shopping method with respect to human assistance while shopping (Shanthi & Desti, 2015).

Physical inspection of any material

The physical inspection of various materials especially fabric is highly necessary because the choice of quality of products differs from person to person and the product quality can be recognized only by going to the shop in person and judging the products of clothing accessories. In addition to this, many people in India prefer shopping of clothing accessories as an important shopping aspect on various occasions especially the festivals. Hence, they want their clothing accessories to be event specific, so they generally prefer traditional shopping to choose related items because it helps them prevent unnecessary hassles while shopping through online marketing portals (Ashraf, Thongpapanl & Auh, 2014). However, a huge population of the younger generation is considering online business method as a reliable technique to shop for clothing accessories because, despite the lack of physical inspection facility, they can check the clothing accessories at home and return if necessary or if it is not satisfactory enough. Therefore, it can be stated that traditional shopping methods are better than online shopping methods because it provides physical inspection of clothing accessories and other materials.


The methodology of a research work defines or describes the different methods used to conduct the research work and defines the significant impacts of their uses. In this particular research work, a different methodology has been used for the successful completion of the entire research work. Different approach, design and data collection methods have been followed. In the research approach, both the positivism and pragmatic approaches have been followed by the researcher. The positivism approach of the research methodology has helped the researcher to focus on the quantitative data collection method rather than the qualitative data collection process. On the other hand, the pragmatic approach has helped the researcher to collect the data from different sources freely and has pushed the researcher to collect and analyse data in the quantitative and qualitative approach. Again, the research design plays an imperative role in designing or shaping up the entire research process (Lewis, 2015). In this particular research work, three different kinds of research designs have been followed, and these are cross-sectional design, cohort design, and descriptive design. All these different approaches and designs have brought a new insight to the project. In the data collection process, both the Primary and the secondary data collection process have been followed. From 100 people at first, the persons who are under 31-50 years of age have been screened out as the previous research works have said that this particular age group is found with miss conceptions on online shopping and they mostly prefer the traditional mode of shopping. Again, both the qualitative and the quantitative data analysis process have been followed that has helped the researcher to understand the factors that are responsible for the Indian consumer's negative perspective about the online shopping and the reasons for which they prefer the traditional mode of shopping most. Finally, all the collected data have been gathered and analysed and have been represented in the graphical mode.

 4.1 Research Approach:-

There are certain types of research approaches. These are positivism, constructivism, the transformative and pragmatic approach to research (Lewis, 2015). In this particular research work, the researcher has followed a mixed approach of research. In this particular research work, the researcher has used both the positivism and the pragmatic approach in order to properly address all the aims and objectives as well as the research questions for the successful completion of the research project.

The positivism approach of a research work mainly focuses on the absolute truth that is usually not found, and a researcher does not focus on a hypothesis rather they prove the failure which indicates the rejection of the hypothesis wrong (Lewis, 2015). In this particular approach of the research, a researcher mainly focuses on the evidence and the data that are gathered from the selected participants (Sanoff, 2016). According to this approach, the researcher has performed the same actions where the researcher has focused both on collecting the primary and the secondary data. Again, both the quanititative and the qualitative data analysis was performed in order to understand the conception of Indian people towards online shopping and the traditional shopping. This approach has helped the researcher to understand that which specific age group does not like the traditional mode of shopping and which particular age group like online shopping and which age group likes both the types of shopping. Again, what are the reasons that are responsible for these likes and unlikeness that has also been exposed? All these data were gathered for the qualitative analysis. On the other hand, several data were collected through the primary data collection process from the participants where the data related to the number of participants, numbers of like and unlike for traditional, online shopping and both the shopping as well have been recorded by the researcher. Thus, this positivism approach of the research has helped the researcher to gather all the necessary information to conduct the research successfully.

On the other hand, the researcher has also followed the pragmatic approach of research. This particular research method enables a researcher to choose the data collection methods freely and to collect a wide range of information for the successful completion of the project (Lewis, 2015). This approach does not bind a researcher to choose only one type of data collection process rather enables the researcher to do both the quantitative and qualitative analysis via gathering data from several resources such as primary and secondary data (Sanoff, 2016). The research design, procedure, techniques all the methods can be designed in such a manner that enables the researcher to address all the aims and objectives which is the main reason for the researcher to select this approach. The pragmatic approach does not consider the world as the absolute unity (Lewis, 2015). Thus, the researcher can focus on gathering more and more information from the different level of sources and appropriately design the work process. This freedom of choice in collecting data from different sources has helped the researcher to collect the primary data through conducting an interview of 8 different people who fall under the age group of 31-50. Again, on the other hand, different secondary sources were also applied which has helped the researcher to analyse the information required to conduct the entire research qualitatively. As the secondary resources of the data collection process, the researcher has gathered information from peered journals, textbooks, online articles and many other secondary resources. Various previous research data or study has explored this that the majority of the people in India do not trust on the websites or online based purchasing (Sanoff, 2016). This data has given a new insight to the researcher to go in depth of the statement and to conduct the entire research successfully. Thus, this particular pragmatic approach has brought the researcher towards a new way where the research work can get a new insight or new cone of light to move on with the further research

4.2 Research Design:-

In this particular research paper, a mixed design has been followed. Three different types of designs were followed such as cross-sectional design, cohort design, and descriptive design. All these three different designs had the significant impact upon the research methodology in order to successfully address the research questions as well as the research aims and objectives.

In this particular research paper, a cross-sectional research design has been followed where a group of people of a particular age group were interveiwed for one time in order to find out the answers of the research questions for the successful completion of the entire research work. The cross-sectional research approach mainly focuses on the study of a group of people at a particular time or one session (Libguides.usc.edu., 2018). In this particular research work among 100 chosen pupils, eight samples were selected based on the existing differences which were interviewed by providing them with the questionnaire. A study of both the qualitative and the quantitative data gathered from those sample persons was done at a single session of the interview, call and analysis.

5.Result and discussion:-


4.1 Findings and Analysis

During the data analysis process, all the recorded data were gathered one by one it was picked to be analysed. Different questions and their respective answers were taken, and a graphical representation was done for the further progression and smooth analysis.

1. What is your age?

a. 30-35

b. 35-40

c. 41-45

            d. 45-50

Consumer’s age groups

The first question that was asked to the selected individual after the introduction part was their age. A particular age group of 31-50 years old was selected based upon the data collected from the review of the literature. In this particular research, it was found that 28% people were within the age group of 31-35 years old, 42% were within the 35-40 years old age group, 14% people were from the age group of 40-45 years old and 16% were within the age group of 45-50 years old. Among the age group of 31-35 years old, it was found that they like online shopping just because it saves their time in their highly packed and busy schedule. There was no such strong reason to like online shopping among them. On the other hand, people within the age group of 35-40 years old showed the similar scenario. Few people who are around the age of 40 showed a significant preference towards traditional shopping and they said that they do it on the weekends as shopping is a good time to spend with family

2. Which mode of shopping do you like?

a.      Traditional

b.      Online

Mode of shopping

While doing the primary data collection process, interviews had been conducted in 10 different places of India. From each place, the total of 25 people were selected for the interview process. Different shopping malls, other shops, college goers were being interviewed. It has been found over a research that more than 895 people in India like traditional shopping and only 11% supported for the online mode of shopping. While communicating with the selected individuals, it was found that the majority of them who supported online shopping fall within the group of teenagers, collegegoers, etc. Our selected age group that is 31-50 years old and among them only a few people showed interest for the online mode of shopping. For the better level of screening and efficient data collection process the same question was repeated at different stages, and this is the final data that has been presented in the rational format.


In this particular research work, the researcher has highlighted the different modes of shopping in India. The researcher has conducted an interview where from 10 different places people were asked several questions that give a clear idea about the shopping trend in India. It has been found that Indian people like traditional shopping more than the online shopping. From 10 different places of India total 250 people were being interviewed and their screening process was conducted out of which total hundred people got selected as the final sample of the research work. Then the number got reduced along with the progress of the research, and it finally came down to 26 then from 26 to 18, and finally, the number got reduced to 8 people. In different stages of screening several questions were asked to the sample individuals and their responses have clearly established that in India the mode of traditional shopping is more popular than that of the online shopping. Upon the analysis of the primary data it can be evidently said that Indian people are educated, and majority of them use internet for different purposes as well as they also use internet banking facilities and debit card, but while doing the online transaction some important factors are responsible that prevent people from doing any online shopping or any online transaction. Upon analysis of the primary data, as a result, it has been found that there is a lack of awareness among the Indian people because of which they do not have much trust factor on online shopping.

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