A Study on Consumer Behavior Towards E-Commerce in Parul University

The expansion of digital technologies and increased access to the internet have brought significant changes in the way consumers make purchasing decisions. University students, being active users of online platforms, represent an important segment in the e-commerce market. This study focuses on understanding consumer behavior towards e-commerce among students of Parul University, with particular emphasis on the role of discounts and promotional offers in influencing their buying decisions. The research follows a descriptive approach and relies on primary data collected from students to evaluate their online shopping habits, preferences, and satisfaction levels. It examines how different promotional techniques such as price reductions, cashback schemes, and time-bound offers affect purchasing behavior. In addition, the study explores the impact of social media platforms and digital advertising on shaping students’ attitudes and perceptions toward online shopping. The findings are expected to indicate that promotional incentives significantly encourage students to engage in online purchases. Moreover, social media marketing and targeted advertisements are likely to play a key role in influencing their decisions. The study also assesses how frequently students shop online and how satisfied they feel after benefiting from such offers. Overall, this research provides useful insights for marketers and e-commerce businesses to design more effective promotional strategies that improve customer engagement and satisfaction. It also contributes to a deeper understanding of changing consumer behavior in the growing digital marketplace.