A STUDY ON THE CONSUMER BUYING BEHAVIOUR IN THE E-COMMERCE SECTOR AT SALEM.

Author

Pavya Dharshini.V, Dr. T.N.Seenivasan

Abstract

 Overview of E-Commerce Growth

The rapid expansion of e-commerce has transformed global retail markets, reshaping how consumers search for, evaluate, and purchase products. With the rise of internet penetration, smartphone adoption, and digital payment systems, online shopping has become a mainstream activity. In India, the e-commerce sector has witnessed exponential growth, supported by government initiatives, technological innovation, and changing consumer lifestyles.

Purpose of the Study

This study aims to analyze consumer buying behaviour in the e-commerce sector, focusing on the factors that influence purchase decisions, satisfaction levels, and post-purchase behaviour. By understanding these dynamics, businesses can design strategies to improve customer experiences, enhance trust, and strengthen long-term loyalty.

Methodology

The research employs a descriptive design, combining both primary and secondary data. Primary data was collected through a structured questionnaire administered to 100 online shoppers, covering demographics, shopping frequency, platform preferences, influencing factors, payment methods, and satisfaction levels. Secondary data was sourced from books, journals, websites, and industry reports to provide context and validate findings.

Key Findings

The study reveals that convenience, competitive pricing, and customer reviews are the most significant drivers of online shopping adoption. Trust and security remain critical concerns, particularly for first-time buyers. UPI has emerged as the most preferred payment method, reflecting India's digital transformation. Overall, satisfaction levels are high, but improvements in delivery speed and customer support are necessary. Emerging trends such as personalization, AR/VR shopping, and sustainability are expected to shape the future of consumer behaviour in e-commerce.

Keywords

Consumer Buying Behaviour, E-commerce, Sector Online, Shopping Salem, District Retail E-commerce

Full Text:

Download Paper PDF

References

Bibliography Books
•Kotler, Philip. Marketing Management. Pearson Education.
•Schiffman, Leon G., & Kanuk, Leslie Lazar. Consumer Behaviour. Prentice Hall.
•Solomon, Michael R. Consumer Behavior: Buying, Having, and Being. Pearson.
•Loudon, David L., & Della Bitta, Albert J. Consumer Behavior: Concepts and Applications. McGraw-Hill.

Journals
•Journal of Consumer Research
•International Journal of £-Commerce Studies
•Journal of Marketing Research
•Journal of Retailing and Consumer Services
•Electronic Commerce Research and Applications

Websites & Reports
•Amazon India (www.amazon.in)
•Flipkart (www.flipkart.com)
•Myntra (www.myntra.com)
•Meesho (www.meesho.com)
•Statista- Global and Indian e-commerce statistics
•PwC Reports on Digital Transformation
•Deloitte Insights on AI in Retail

Share your valuable work from Social Media Buttons