CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING IN THIRUVALLUR DISTRICT

Abstract

The rapid evolution of e-commerce has revolutionized the retail landscape, presenting both opportunities and challenges for businesses operating in the online marketplace. Understanding consumer behaviour in online shopping environments is crucial for developing effective strategies that cater to evolving consumer preferences. This paper examines various factors influencing consumer behaviour in online shopping, drawing on insights from existing research. Through a structured questionnaire administered to sixty participants, the study investigates demographic profiles, platform preferences, reasons for online purchases, and perceptions of online shopping experiences. Findings reveal a strong preference for online shopping among women, young adults, and students, with Flipkart emerging as the preferred platform. Key factors influencing online shopping decisions include ease of use, product variety, pricing, and convenience. Additionally, respondents value aspects such as safe delivery, access to rural areas, and responsive customer service. Based on the findings, recommendations are provided for businesses to enhance their online strategies, including targeted marketing, platform optimization, and customer service excellence. By aligning with consumer preferences and addressing their needs, businesses can drive growth and increase customer satisfaction in the competitive online marketplace.