A STUDY ON CONSUMER PREFERENCETOWARDS ONLINE SHOPPING BEHAVIOUR AND SATISFACTION

The rising number of Internet users in India bodes well for the future of online retail there. In order to keep their current online clients and attract new ones, e-marketers in India need to know what factors influence online behaviour and how these aspects relate to the different sorts of online buyers. The research project’s overarching goal is to learn how Indian customers think about online shopping. According to this survey, information, perceived value, simplicity of use, perceived enjoyment, and security/privacy are the five most critical criteria that determine customers’ attitudes of online purchasing. The reality that customers’ real and expected behaviours greatly influence some decisions is one reason why consumer behaviour is seen as an applied field. Both micro and societal contexts can benefit from its data. The rapid expansion of the Internet has changed the way consumers across the globe shop for products and services. In order to stay in the game nowadays, a lot of companies are reducing their marketing budgets via the usage of the Internet, which means they can provide their products and services at lower costs. Along with information dissemination and communication, businesses also depend on the web for product sales, customer feedback, and satisfaction surveys.