Published Online:August 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM040825
DOI:10.71329/IUPJMM/2025.24.3.80-108
Author Name:Deepjyoti Choudhury, H Ramananda Singh, Tanmoy Acharjee, Dipankar Das and Amarjyoti Sharma
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:80-108
Millennial customers nowadays engage in hybrid shopping, which is a blend of online and offline shopping. Customers are seen to engage in both online and offline modes during pre-purchase stage, evaluate thoroughly, and finally purchase the product from the mode that offers them the best value and benefit. The paper explores the concept of hybrid shopping to identify the factors responsible for consumer preference towards hybrid shopping experiences. Further, the paper investigates whether the hybrid shopping experiences are a solution to reduce post-purchase cognitive dissonance in the form of better satisfaction and value. The study utilized a survey-based descriptive research design, collecting data from 374 university students, which was then analyzed using factor analysis and multiple regression. The study found that factors such as shopping experience, shopping convenience and information, shopping involvement were significant predictors of consumer preference for hybrid shopping. Further, the results also indicated that hybrid shopping was positively associated with reduction of post-purchase cognitive dissonance, suggesting that a combination of online and offline shopping experiences can enhance customer satisfaction.
Shopping refers to the process of purchasing goods or services in exchange for money. It is a common activity that people engage in for various reasons, such as fulfilling basic needs, satisfying desires, or as a form of entertainment. Shopping can be done in physical stores, online, or through other means such as phone or mail orders.