Digital Consumer Behavior in Khurda, Odisha: An Empirical Study

Kumar Devadutta (), Kumar Mohanty (), Suvasis Ghosh () and Jyotiranjan Gochhayat ()
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Kumar Devadutta: Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, School of Computer Engineering
Kumar Mohanty: Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, School of Management
Suvasis Ghosh: Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, School of Management
Jyotiranjan Gochhayat: Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, School of Rural Management

A chapter in Proceedings of the 5th International Conference on Management Research (ICMR 2025), 2026, pp 381-394 from Springer

Abstract: Abstract This study delves into the evolving landscape of digital consumer behavior in Khurda, a district in Odisha, emblematic of India's rapid technological adoption. The study aims to understand the dynamics of consumer preferences for online purchases. Data were collected from 500 respondents through a structured questionnaire and were analyzed using statistical tools. Findings reveal that a major proportion of consumers engage in frequent online purchases, driven by factors such as price, reviews, and brand reputation. Smartphones dominate as the primary device for using the internet and making online purchases. Consumer satisfaction was found to be driven by factors beyond spending habits and is significantly difference among respondents using different devices for digital activity. Online purchase frequency changes significantly with the education level of the consumers. Similarly, gender influences the types of products people tend to purchase whereas Females and Others seem to report more issues with online purchases compared to Males. The research explores digital consumer behaviour and highlights the necessity for businesses to adopt localized, transparent, and consumer-focused strategies to bridge the trust gap to thrive in this digital age. This paper provides actionable insights for stakeholders aiming to harness the potential of the digital consumer market.

Keywords: Digital consumer behaviour; consumer satisfaction; e-commerce; internet usage; online purchase frequency (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-660-9_19

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