MILLENNIALS’ PREFERENCES OVER ONLINE SHOPPING AND CONVENTIONAL SHOPPING

Abstract

With this changing trend, retailers need to develop business strategies that will suit the new-age customers, especially in online shopping. As defined by the internet, online shopping is buying goods and services from the sellers who sell them through the internet. This study aims to determine the millennials of the Island Garden City of Samal's preference towards online and conventional shopping. The study used a quantitative descriptive comparative research design where 219 respondents were surveyed. The respondents were randomly selected from the residents of the Babak District, Island Garden City of Samal, who belong to the millennial group. The primary data from the millennials were collected through a survey questionnaire using the Likert scale. Results showed that millennials have their ways of buying despite the current pandemic. They still prefer to shop conventionally. Furthermore, there was a significant difference between conventional shopping and marital status and conventional shopping and occupation. It clearly states that both marital status and occupation affect how millennials shop.