Consumer behavior analysis for online store vs in-Store purchase.

What are the decisive factors of a consumer, to choose between an online purchase process or in-store?

The accuracy and consistency between online and in-store pricing has turned out to be the most important factor for consumers to actually make purchases at physical stores. When feeling overcharged at a store, 82 percent plan not to shop there again. Other important factors are dynamic pricing to match competitors’ lower prices, and the offer to return online purchases in-store.