A COMPARATIVE STUDY ON PURCHASE BEHAVIOR AND CUSTOMER SATISFACTION FROM ONLINE TRADE PURCHASES & LOCAL RETAIL TRADE PURCHASES OF FMCG IN CHENNAI CITY

Online trade purchases, also known as e-commerce or online shopping, refer to the process
of buying products or services through the internet. This mode of purchasing has become
increasingly popular due to its convenience, wide variety of options, and the ability to shop from
the comfort of one's home. Understanding the dynamics of online trade purchases, including
consumer behavior, preferences, and the factors influencing satisfaction, is essential for businesses
looking to thrive in the digital age. Conducting market research and staying attuned to the evolving
landscape of e-commerce can help businesses adapt to changing customer needs and
preferences.Local retail trade purchases refer to the process of buying goods or services from
physical brick-and-mortar retail stores that are located within a specific geographic area, typically
within a shopper's local community. This traditional method of shopping has been in existence for
a long time and continues to play a crucial role in many people's lives.Many local retailers are also
embracing technology and offering online shopping options to complement their physical presence
and cater to changing customer preferences. Balancing the strengths of local retail with the
convenience of online shopping can help local businesses succeed in the modern retail landscape.A
comparative study on online trade purchases and local retail trade purchases can provide valuable
insights into consumer behavior, preferences, and the overall shopping experience. Such a study
can help businesses and policymakers better understand the advantages and challenges of each
mode of shopping. The main goal of this paper is to provide the primary factors which influence
both mode of shopping.The findings of this study will have implications for policymakers,
businesses, and consumers. Policymakers can use the insights to formulate regulations or
incentives that support local retail and e-commerce growth while ensuring consumer welfare.