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1. MRM TOPIC : The Impact of E-commerce on Consumer Behavior in Brick-and-Mortar Retail

2. INTRODUCTION The rise of e-commerce has reshaped consumer behavior , leading to a decline in traditional retail foot traffic. Online shopping offers unparalleled convenience, allowing customers to browse and purchase from anywhere, which has shifted preference towards digital platforms. This transformation has resulted in intensified competition for brick-and-mortar stores, as they must now compete with both local competitors and global online giants. However, some retailers have adapted by embracing omnichannel strategies, combining physical and online shopping experiences to stay relevant and meet evolving consumer expectations.

3. PROBLEM With the increasing dominance of e-commerce, traditional brick-and-mortar retailers are facing significant challenges. However, the extent to which e-commerce affects consumer behavior and the strategic responses of physical stores are not fully understood.

4. LITERATURE REVIEW 1. Mahmood (2023): E-commerce is reshaping retail, reducing foot traffic, and pushing physical stores to enhance in-store experiences. 2. Carr (2022): E-commerce has shifted consumer expectations, demanding convenience and price transparency, prompting traditional stores to adopt digital strategies. 3. Jílková & Králová (2022): The COVID-19 pandemic accelerated e-commerce adoption across generations, with consumers preferring online shopping post-pandemic. 4. Patel (2021): Consumers use e-commerce for research but complete high-involvement purchases in physical stores. 5. Li (2021): Brick-and-mortar stores adopting omnichannel strategies are better positioned for customer loyalty.

5. 6. Sundaram (2022): Social media and influencer marketing influence consumer purchase decisions, with digital reviews impacting in-store shopping. 7. Jones (2023): E-commerce convenience reduces impulse buying, a key revenue driver for brick-and-mortar stores. 8. Kumar (2021): While e-commerce reduces commuting emissions, it increases packaging waste. Consumers are favoring eco-friendly practices. 9. Garcia (2022): Augmented reality (AR) enhances in-store experiences, attracting tech-savvy customers back to physical stores. 10. Sharma (2023): Many consumers miss the tactile, sensory-rich experience of physical shopping, despite the convenience of e-commerce.

6. RESEARCH GAP REASON FOR CHOOSING THE TOPIC Despite extensive studies on e-commerce and consumer behavior , there is limited research on how e-commerce specifically impacts brick-and-mortar retail and the strategies needed to address these challenges. Most research focuses on general consumer behavior trends or the benefits of e-commerce, but fewer explore the preferences between online and physical shopping. This study aims to bridge this gap by providing actionable insights for traditional retailers to enhance competitiveness in an increasingly digital marketplace.

7. REFERENCES 1 = Mahmood, A. (2023). The Impact of E-commerce on Traditional Brick-and-Mortar Retail Stores. ResearchGate . 2 = Retrieved from ResearchGateCarr , S. (2022). The Impact of Brick and Mortar Shops Due to the Boom of E- Commerce. ResearchGate . Retrieved from ResearchGate . 3 = Jílková , P., & Králová , P. (2022). Digital Consumer Behaviour and E-commerce Trends during the COVID-19 Crisis. International Advances in Economic Research. Retrieved from SpringerLink . 4 =Patel, R. (2021). Impact of E-commerce on Hybrid Shopping Models. Inspira Journals. Retrieved from Inspira Journals. 5 = Li, C. (2021). Omnichannel Retail: Blending E-commerce and In-store Experiences. Emerald Insights. 6 = Sundaram , S. (2022). Influence of Social Media on E-commerce Consumer Behavior. Journal of Marketing Research.

8. 7 = Jones, M. (2023). The Role of Impulse Buying in Retail Environments. Retail Studies Journal. 8 = Kumar, A. (2021). The Environmental Impact of E-commerce. Journal of Sustainable Retailing. 9 = Garcia, M. (2022). Enhancing In-store Experience through Augmented Reality. Journal of Retail Innovation. 10 = Sharma, D. (2023). The Psychological Impact of E-commerce on Consumer Behavior. Journal of Consumer Psychology.

9. THANK YOU YASH GUPTA [ 0173] SAMARTH SHARMA[0159]