CUSTOMER PURCHASE BEHAVIOR FOR AN ONLINE RETAILER IN NASS TECHNOLOGY, NAGPUR

Abstract

India’s e-commerce sector has seen remarkable growth in recent years, significantly transforming consumer purchasing behavior across the country, particularly in Tier-II cities such as Nagpur. This research explores the evolving customer behavior specific to Nass Technology, a local online retailer based in Nagpur, aiming to understand the motivations, habits, and preferences that shape their online shopping decisions. Employing a mixed-methods approach, the study integrates data from structured surveys, platform analytics, and in-depth customer interviews to provide a comprehensive view of consumer behavior. The findings reveal a clear trend toward mobile-first shopping, with most consumers accessing online platforms through their smartphones due to the convenience, better app interfaces, and widespread mobile internet availability. A major shift is also observed in payment preferences, with a growing trust in digital transactions such as UPI, wallets, and online banking replacing the traditionally dominant cash-on-delivery model. Consumers exhibit strong value-consciousness, favoring affordable electronics, fashion, and household items, and often comparing prices across platforms before making decisions. Personalized shopping experiences—through tailored recommendations, targeted promotions, and culturally relevant messaging—greatly influence engagement and purchase likelihood. Additionally, customer retention is driven by factors like fast delivery, reliable post-sale support, loyalty rewards, and clear communication. However, challenges remain, including logistical issues, inconsistent internet access in some areas, and digital literacy gaps, especially among older consumers. The study provides actionable insights for Nass Technology and similar retailers, highlighting the need to invest in mobile optimization, secure and flexible payment options, localized marketing strategies, enhanced customer service, and improved logistics. Overall, the research emphasizes the importance of adapting to regional consumer behaviors and preferences to succeed in the competitive and rapidly evolving landscape of e-commerce in India’s emerging cities.