Pandey, MuskanMuskanPandeyAirani, RajeevRajeevAirani2025-07-212025-07-21202532p.https://gnanaganga.alliance.edu.in/handle/123456789/8318The buying landscape has evolved especially over the last decade. This is due to the rise of ecommerce and the spread of online shopping platforms. It has changed the way customers engage with brands and retailers. Traditional bricks-and-mortar stores, the main channel, are currently concentrated-they struggle with enthusiasm. Today's consumers have two main purchasing channels: brick-and-mortar shopping and online shopping. Both provide precise education and shape through customer behavior, desires, and specific technology enhancements.enConsumer PerceptionOnline ShoppingMarketing Managementdissertation