FACTORS INFLUENCING THE SHIFT FROM TRADITIONAL RETAIL TO E-COMMERCE IN CONSUMER DURABLE GOODS MARKET: EVIDENCE FROM VIDARBHA REGION

Abstract

The emergence and rapid expansion of e-commerce have fundamentally transformed the retail landscape in India, particularly in the consumer durable goods segment, which traditionally relied on physical retail formats. Factors such as increased internet penetration, growing smartphone usage, improved logistics infrastructure, and the adoption of digital payment systems have significantly altered consumer purchasing behaviour. This transformation is especially noteworthy in semi-urban and developing regions like Vidarbha, where traditional retail stores have long dominated the consumer durable goods market. The present study aims to identify and analyze the key factors influencing the shift of consumers from traditional brick-and-mortar retail outlets to e-commerce platforms for the purchase of consumer durable goods in the Vidarbha region of Maharashtra. The study adopts a descriptive and analytical research design and is based on both primary and secondary data sources. Primary data were collected through a structured questionnaire administered to a representative sample of consumers across selected districts of the Vidarbha region, while secondary data were obtained from scholarly journals, industry reports, and government publications. Statistical tools such as percentage analysis, mean score ranking, chi-square tests, and multiple regression analysis were used to evaluate the influence of various factors, including convenience, pricing, product variety, information availability, trust, perceived risk, and after-sales service. The results indicate that convenience, competitive pricing, ease of comparison, and access to detailed product information are the most significant determinants encouraging consumers to adopt e-commerce platforms. However, factors such as the need for physical product inspection, personalized service, and reliability of after-sales support continue to sustain the relevance of traditional retail stores. The study concludes that the shift towards e-commerce is driven by a combination of technological, economic, and behavioural factors rather than the complete displacement of traditional retail. The findings provide valuable insights for retailers to adopt hybrid business models and for policymakers to promote inclusive and sustainable retail development in the digital era