THE IMPACT OF MARKETING TOOLS SUCH AS MOBILE COMMERCE ON ONLINE SHOPPING TRENDS: A STUDY OF CONSUMER BEHAVIOR IN NAGPUR

Abstract

The Mobile commerce (M-Commerce) is transforming online shopping, particularly in developing markets like Nagpur. This study explores its growing impact on consumer purchasing behaviour, emphasizing key factors such as convenience, accessibility, security, and evolving shopping preferences. With the widespread adoption of smartphones and digital payment solutions, consumers increasingly depend on mobile applications, digital wallets, and social commerce platforms for their shopping activities. The research also investigates how marketing strategies, personalized recommendations, and seamless mobile payment integration contribute to the expansion of online retail. Businesses utilize data-driven insights to enhance customer engagement, improve user experiences, and drive sales growth. However, despite these advancements, several challenges hinder the widespread adoption of M-Commerce. Concerns such as cybersecurity risks, digital literacy gaps, and infrastructure limitations must be addressed to ensure sustained growth. By analysing consumer behaviour trends and identifying potential obstacles, this study provides valuable insights for businesses, policymakers, and technology providers. It offers recommendations to optimize mobile commerce solutions, enhance security measures, and improve digital accessibility. The findings aim to support the development of a strong M-Commerce ecosystem in Nagpur, ensuring a seamless and secure online shopping experience for consumers.