CONSUMER ATTITUDES AND BUYING BEHAVIOUR TOWARDS ONLINE SHOPPING IN AHMEDABAD CITY

Abstract

Online shopping has emerged as a transformative force in India’s retail sector, driven by the rapid adoption of digital technology and changing consumer preferences. It offers unparalleled convenience, allowing consumers to shop anytime and anywhere, eliminating geographical and time constraints. The availability of a vast product range, competitive pricing, and exclusive discounts further enhances the appeal of e-commerce platforms. This study explores consumer attitudes and buying behaviour towards online shopping in Ahmedabad city, focusing on the factors influencing consumer perceptions and preferences. With a sample size of 248 respondents, the study examines the convenience, product variety, trust in quality, and satisfaction with return and refund processes that make online shopping an appealing alternative to traditional retail. Additionally, it investigates the association between consumers’ demographic profiles—such as age, gender, and education—and their perception of online shopping. The findings reveal that consumers find online shopping highly convenient, offering a broader variety of products than physical stores. Confidence in product quality and efficient post-purchase services also contribute to positive consumer perceptions. Significant demographic variations indicate the need for tailored marketing strategies. This study provides valuable insights for e-commerce businesses to enhance consumer satisfaction and strengthen their market position.