How do consumers form channel preferences? Online v/s Offline

Abstract

With internet taking a significant place in consumers life, online channel seems to be a substantial route that businesses cannot ignore. On the contrary, offline channels have more personal touch with the consumers and are also believed to be trustworthy. For businesses, both the channel options have their respective pros and cons. We would like to study on what basis, consumers form channel preferences and how it varies with the scope of the business in 2 different industries, beauty & personal care, and consumer electronics.