Gujarati women prefer shopping offline

VADODARA: In this age of click and buy option one would expect female buyers to be hooked to internet shopping. But that's not the case for female shoppers in Gujarat. They prefer to buy books, flowers, computer software, book railway tickets and do banking through internet. When it comes to products like clothes, accessories or shoes, female buyers use internet to collect primary details only, but opt to buy them from the store instead of placing an order online.
These are some of the interesting findings that have emerged out of the state-wide research A study on online versus offline shopping activities of female internet users in selected cities of Gujarat.' Research scholar Bijal Zaveri from M S University's commerce faculty undertook this study for her doctorate thesis. Zaveri conducted the study in four major cities -- Ahmedabad, Surat, Vadodara and Rajkot -- in the state with 650 respondents participating in it.
Overall results of the data analysis indicated that most of the respondents used internet for collecting information, communication and entertainment activities. The use of internet for availing services was comparatively high than the purchase of products using internet.
"The study was undertaken to understand the profile, product preference and frequency of purchase pattern of online shopping activities of female buyers in the state. On comparative basis we also spoke to offline female shoppers to know what holds them back from shopping via internet," said research guide and head of department of commerce, including business administration professor Parimal Vyas from faculty of commerce.
The use of internet for availing services was comparatively high than the purchase of products using internet. "It was found out that 75 per cent female respondents stated that they still prefer to have real life shopping experience. Online shopping offers convenience, but lacks face-to-face communication between service providers. Physical purchase lowered the risk of buying, whereas online shopping one perceives risk of difference between order placed and final delivery," Vyas added.
It was found out that in Ahmedabad 33 per cent of female respondents used internet to purchase products. In Vadodara 26.5 per cent followed by 20 per cent in Surat and only 5 per cent in Rajkot respondents used internet for purchasing products. When it comes to availing online services like banking and booking rail tickets, respondents in Vadodara lead by 60 per cent followed by 53.5 per cent in Ahmedabad, 53 per cent in Surat and only 35 per cent in Rajkot.
"This study clearly indicates that internet is used for information seeking. For offline shoppers, transaction security and inconvenience appeared to be the only concern that negatively affected online purchase intention. Online shopping trend is in an infant stage and marketers will need a strong campaign to persuade both online and offline shoppers," Vyas shared.