Online and Offline Shopping Decision-Making Process of Generation Y Customers

The objective of this paper is to explore the decision-making process in the online and offline shopping of generation Y i.e., millennials. The decision-making is the process of selecting choices by identifying a decision, gathering information, and assessing multiple options. They are long, difficult, disorganized, and risky, with enormous ramifications for the company's future. Online shopping is basically the act of buying goods or services using the internet. The technique comprises of the same five steps as traditional buying behavior. The online buying approach explains the psychological state of consumers in regard to Internet shopping. Offline shopping is the traditional way of visiting stores, merchants, or outlets in person to purchase goods or services. It utilizes offline advertising methods such as newspapers, brochures, exhibits, etc. as the primary instrument for establishing brand equity for items. However, this research is developed based on the secondary sources specially from google scholars, Scopus, and Web of Science. The study shows that the buying decision making process of generation Y is mostly similar in the case of online and offline shopping.