A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING WITH REFERENCE TO CHENNAI DISTRICT

Abstract

This study was to investigate the Consumer buying behavior towards online shopping in Chennai district and identify the factors affecting online shopping. The study highlighted consumer’s attitude towards online shopping and their product preference. Understanding this process is valuable to companies because it helps them better aligning their marketing initiatives with marketing efforts that have been successful in driving consumers to buy in the past. As people increasingly shop online, they also expect a wide selection of different payment options from online retailers. The study was undertaken to understand the consumer behaviour through a self-constructed questionnaire of 120 respondents from Chennai district. Convenience sampling method was conducted in this study. The survey revealed that price, discount offers, replacement facility, convenience etc., plays important role in online shopping.