CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING: AN EMPIRICAL STUDY ON MADIKERI CITY, KARNATAKA, INDIA
Keywords:
Online Shopping, Buying Behavior, Offline Shopping, Empirical Research EtcAbstract
Online marketing has gained huge popularity and importance all over the world. It is expected that by the end of 2040, the number rise to more than 1.5 billion as far as internet user is concerned. Considering the wide range of benefits, it provides to marketers as well as customers, it has become one of the leading mediums of marketing. The study aims to analyze the consumer habits while using internet shopping and also to determine the factors which motivate the consumer to make purchase via the online shopping. The study comprises of empirical research design. The study was carried out in Madikeri city, karnataka during two weeks (From 14 March to 28 March 2023). Convenience sampling technique was used to collect 50 samples using Google Form. Both primary and secondary data have been used in this study. Bar diagram, pie chart, and percentage method have been used to analyze the data. The findings of the study reveal that respondent shop mostly online shopping as compared to offline, number of purchases made is once in a month and almost all respondent relies on online shopping to purchase mostly electronic gadget followed by clothes and they feel convenient and secure while buying online product. It is also found out that online shopping is cheaper than the offline shopping and the product quality is also good in online shopping. Conclusions from this research indicate that customer buying behavior towards online shopping is influenced by a wide range of characteristics, usage pattern, and factors including but not limited to age, gender, price, convenience, satisfaction, frequency, type of product, money spent, satisfaction level, convenience, and product quality and so on. The study overall concludes that consumer habits and factors affect the buying behavior towards online shopping.
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