Published Paper Details:

This study investigates consumer preferences for online and offline shopping in the fast-moving consumer goods (FMCG) sector using a quantitative approach supported by response surface methodology (RSM). Key factors influencing shopping behavior, such as convenience, pricing, product availability, and customer experience, were quantified through structured data analysis. A total of 150+ respondents participated in the study, and their responses were analyzed using RSM to model the relationship between independent variables (age, income level, and shopping frequency) and dependent responses (online, and offline convenience preferences). The results demonstrated that online shopping is preferred due to ease of access, discounts, and a broader product range, whereas offline shopping remains significant for its immediacy and physical product verification. The RSM-generated response surfaces highlighted optimal shopping conditions, revealing a strong correlation between age, income sensitivity and shopping preferences. The key findings indicate that younger consumers (18-35 years) with higher salaries ($1500-$2500 per month) prefer online shopping (desirability score = 0.92), driven by convenience (46.7%), product variety (40.1%), and frequent discounts (44.1%). In contrast, offline shopping remains relevant for older consumers (40+ years) with moderate incomes ($2000-$3000 per month), who prioritize product inspection (40.8%), immediate availability (47.4%), and trust in quality (16.4%), with peak purchases occurring in the first week of each month. These findings provide actionable insights for retailers to optimize hybrid shopping models, ensuring better consumer engagement. The study concludes with implications for retail strategies and future research recommendations.