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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM65111
Volume:
10 |
6 |
Jun 2026
Pages:
1-13
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Commerce
S.I.V.E.T. College, Gowrivakkam, Chennai 600073
Commerce
S.I.V.E.T. College, Gowrivakkam, Chennai 600073
The rapid growth of e-commerce has transformed consumer purchasing behaviour, particularly in the electronics sector. Amazon has emerged as a leading online marketplace, offering a wide range of electronic goods with features such as competitive pricing, product variety, customer reviews, and convenient delivery services. This study aims to explore the challenges and opportunities influencing consumer behaviour towards Amazon electronic goods in Chengalpattu District. The study adopted a descriptive research design and collected primary data from 120 respondents using a structured questionnaire. Convenience sampling was employed to select respondents who had experience purchasing electronic goods through Amazon. Secondary data were gathered from journals, books, websites, and research articles. The collected data were analysed using Percentage Analysis, Chi-Square Test, ANOVA, and Multiple Regression Analysis. The findings revealed that product quality, price, customer reviews, and delivery services significantly influence consumers' purchasing decisions. Product authenticity concerns, delivery delays, return and refund issues, and payment security were identified as major challenges affecting consumer behaviour. The ANOVA results confirmed that these challenges significantly impact purchase decisions. Furthermore, the Multiple Regression Analysis indicated that opportunities and benefits such as competitive pricing, discounts and offers, convenient home delivery, wide product variety, and easy return policies positively influence consumer preference towards Amazon electronic goods. Competitive pricing was found to be the strongest predictor of consumer preference. The study concludes that while consumers face certain challenges in purchasing electronic goods through Amazon, the platform's benefits and opportunities significantly enhance consumer satisfaction and purchasing intentions. The findings provide valuable insights for e-commerce companies to improve service quality, strengthen customer trust, and develop effective strategies to meet consumer expectations.
KEYWORDS
The present study examined the challenges and opportunities influencing consumer behaviour towards Amazon electronic goods in Chengalpattu District. The findings reveal that consumer purchasing decisions are significantly influenced by factors such as product quality, price, customer reviews, and delivery services. Among these factors, product quality and competitive pricing emerged as the most important determinants of online purchase behaviour. The study also identified several challenges faced by consumers, including concerns regarding product authenticity, delivery delays, return and refund procedures, and payment security. These challenges were found to have a significant impact on consumers' purchasing decisions and overall shopping experience. Furthermore, the study highlighted that the opportunities and benefits offered by Amazon, such as competitive pricing, attractive discounts, wide product variety, convenient home delivery, and easy return policies, positively influence consumer preference for purchasing electronic goods. The multiple regression analysis confirmed that these benefits significantly contribute to consumer satisfaction and purchasing intentions. Overall, the study concludes that while consumers in Chengalpattu District face certain challenges when purchasing electronic goods through Amazon, the advantages offered by the platform outweigh these concerns. By continuously improving product authenticity, delivery efficiency, customer service, and transaction security, Amazon can further strengthen consumer trust and enhance customer satisfaction. The findings of this study provide useful insights for e-commerce companies, marketers, and researchers in understanding the evolving behaviour of online consumers and developing effective strategies to meet their expectations.
Kamaraj Rengasamy (2024), A Study On Customer Satisfaction Towards Online Shopping With Special Reference To Chengalpattu District, Research Explorer-A Blind Review & Refereed Quarterly International Journal, ISSN: 2250-1940 (P) 2349-1647 (O) Impact Factor: 3.655(CIF), 2.78(IRJIF), 2.77(NAAS), Volume XII, Issue 39, January - June 2024. Manikandan P (2025), Rural Consumer Behaviour towards Online Shopping in Chengalpattu City, Journal of Information Systems Engineering & Management 10(49s):1335-1345, DOI:10.52783/jisem.v10i49s.10293
Publication Date
6/17/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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