Online vs Offline Buying Behaviour of Consumers Towards Branded Apparel in Amravati City.

Abstract The rapid growth of e-commerce has transformed the way consumers shop for branded apparel, leading to a shift in consumer behaviour and preferences. This study investigated the online vs offline buying behaviour of consumers towards branded apparel in Amravati City, exploring the factors that influence their purchasing decisions and channel preferences. A survey of 50 respondents was conducted to gather insights into their preferences, behaviours, and demographics. The findings suggest that convenience, discounts, and product variety drive online shopping, while tactile experience and social interaction drive offline shopping. The study also examines the impact of demographic factors on channel preferences and provides insights for retailers to develop effective strategies. Keywords: Online shopping, Offline shopping, Branded apparel, Consumer behaviour, Amravati City.