Evaluation of Customer Preferences on Showrooming and Webrooming: An Empirical Study

In the age of globalization electronic marketing is a great revolution. Over the last decade majority of business organizations are running with technological change. Online shopping or marketing is the use of technology for better marketing performance. And retailers are devising strategies to meet the demand of online shoppers; they are busy in studying consumer behavior and attitudes in the field of online shopping. In our study, we also tried to study consumer's attitudes towards online as well as offline shopping and specifically studying the factors influencing consumers. This paper tries to understand the new behaviour which customers are now showing, showrooming and webrooming. The reasons for this new phenomenon and the reasons behind are analyzed and conclusions are made.