Consumer Preferences and Behavior: A Comparative Analysis of Traditional and Online Shopping Experiences
Jillian Kane
College: College of Business and Public Management
Major: BS.MARKETING
Faculty Research Mentor: Nolan, Harold
Abstract:
The rapid expansion of e-commerce has significantly altered consumer shopping behaviors, particularly within the fashion industry. This study examines consumer preferences and motivations when choosing between traditional in-store shopping and online shopping experiences in 2025. The research aims to determine whether consumers prioritize convenience and product variety offered by online shopping or the tangible benefits and immediacy associated with physical retail stores. Using a quantitative research design, respondents were selected utilizing the Cluster Sampling method. Data was collected through a structured survey administered via Google Forms and Survey Monkey. A total of 30 responses were gathered from consumers aged 18–45, primarily residing in Ocean and Monmouth Counties, with a strong representation of young adults.Findings indicate that most respondents are price-sensitive, with the majority spending under $200 per month on fashion items. Both online and in-store shopping remain relevant, though online shopping occurs slightly more frequently. Consumer preferences were evenly distributed, with many respondents choosing shopping channels based on situational needs rather than fixed loyalty. Online shopping was primarily driven by convenience, home delivery, and product variety, while in-store shopping was favored for try-ons, immediate gratification, and the ability to assess product quality.The COVID-19 pandemic has had a lasting impact, with nearly half of respondents reporting an increased reliance on online shopping. Social media and television advertising were highly influential, prompting purchases for the majority of respondents. Additionally, pricing strategies, impulse buying tendencies, and loyalty programs were shown to significantly affect purchasing behavior. Overall, the results highlight the importance of omnichannel retail strategies that balance digital convenience with in-store experiential value to meet evolving consumer expectations in the fashion industry.