ANALYSIS OF DEMOGRAPHIC ATTRIBUTES AMONG TRADITIONAL AND ONLINE FEMALE CONSUMER SHOPPING

Trade and commerce have been hugely diversified in the 21st Century, which resulted in the occurrence of multichannel transactions. This has significantly elevated online shopping globally. Consumer shopping preferences are crucial for successful transactions, both offline and online. To investigate the demographic attributes among traditional and online female consumer shopping, the study was undertaken. The sample consisted of 398 female consumers, drawn from diverse cities in Kerala, by employing a random sampling technique. The hypothesized association among constructs was done by using measurement modeling. Demographic attributes of shopping preferences were examined, by using Logistic Regression (LR). The outcomes of the study revealed that compared to traditional shopping, income levels and marital status more strongly influenced consumer preferences for online shopping decisions. In other words, there was no significant effect on shopping preferences, in both traditional and online, by the factors of age, education, and employment