Perception of Customers towards Online Shopping: A Study in Krishnagiri District, Tamil Nadu

Abstract

Purpose: The current study is to examine the behaviour of customers towards online shopping, to analyze the satisfaction of the customers towards online shopping and to measure the problems faced by the customers while buying goods in online shopping. Online shoppers can benefit from the newly drafted guidelines

Theoretical framework: Online buying trends and consumer habits need to be monitored and evaluated often to keep up with the shifting purchasing landscape. The difficulties encountered by internet shoppers were analyzed across different sites.

Design/methodology/approach: The study is descriptive and carried out in Krishnagiri district, Tami Nadu. The district connects Karnataka, Andra Pradesh and Telangana with Tamil Nadu. The study has been done to comprehend the awareness of the customers towards online shopping consisting of behaviour, satisfaction and their opinion on different problems faced by them while buying in the retail market. 200 sample respondents across the districts have been selected using a convenient sampling method. The customers using online shopping for buying electronic goods and their accessories like mobile phones, television, laptop, etc., are purposively selected to identify the unique characteristics of the customers towards online shopping.

Findings: The personal interview has been conducted with each respondent. The collected primary data are analyzed with the help of SPSS software using simple percentages, descriptive statistics, Fried man test, ANOVA, Z test and factors analysis.  The recommendations will raise customers' general enlightenment about internet buying in general.

Research, Practical & Social implications: As customers want to avoid infection and risk with Covid-19, the study's consequence aids researchers and businesses in fast adapting and adjusting their marketing approach, with an emphasis on digitalization.

Originality/value: Online merchants can learn more about customer habits according to this research. As a result, shoppers will have fewer issues when using the site, and their confidence in it will grow, resulting in more purchases. The study concluded that the ranks given for the varieties of brands and products available and offer and discounts offered are important factors to influence the customers' minds.