A Comparative Analysis Of Online And Offline Consumer Purchase Patterns Among Female Government School Educators In Chennai City

Abstract

This study evaluates the operational purchase dynamics and channel shifts across digital and physical retail touchpoints among female government school educators in Chennai City, Tamil Nadu. While the rapid expansion of e-commerce platforms and quick-commerce networks offers unprecedented convenience, female public school educators balance unique socio-economic parameters, structural routines, and fixed compensation structures that shape their shopping preferences. Utilizing a stratified random sampling methodology, primary data was gathered from 400 female government school teachers across all three educational zones of Chennai City (North, Central, and South). The empirical framework applies a robust four-stage statistical testing architecture: the Chi-Square Test of Independence, Independent Samples t-test, One-Way ANOVA, and Multiple Linear Regression. The empirical results reveal substantial variations in channel adoption, driven primarily by age demographics, digital literacy, working hours, and product category requirements. While high-convenience online platforms show rapid adoption for apparel, consumer electronics, and personal care, brick-and-mortar retail retains dominance in fresh groceries and high-value traditional wear due to tactile evaluation needs. The paper concludes with strategic recommendations for retail marketers and digital platforms to optimize omni-channel delivery structures for working public-sector professionals.