This study examines consumer buying preferences in the retail sector of the National Capital Region (NCR) of India, with a focus on understanding the shift in shopping behaviour across online, offline, and hybrid channels. Using a structured questionnaire and responses from 202 consumers, the study identifies key motivational drivers influencing purchase decisions. The findings reveal a strong preference for hybrid shopping, where consumers combine the convenience of online search with the assurance of offline product evaluation. Utilitarian factors such as affordability, convenience, product variety, and ease of navigation emerged as the strongest determinants of buying behaviour. Trust-related elements, including data privacy and credibility of online reviews, were found to play a secondary yet moderating role in shaping purchase decisions. The study concludes that NCR consumers are value-driven, digitally adaptive, and willing to accept retail personalisation when it enhances shopping efficiency without compromising trust. The results provide strategic implications for retailers seeking to optimise channel integration, consumer engagement, and personalised retail experiences in emerging markets..
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