The Impact of Consumer Buying Decision towards Online Shopping in Ramanathapuram District

T. Chithra Lekha () and S. Nasar
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T. Chithra Lekha: Dr. Zakir Husain College, Ph.D. Research Scholar
S. Nasar: Syed Hameedha Arts and Science College, Kilakarai Dr. Zakir Husain College, Assistant Professor

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 187-196 from Springer

Abstract: Abstract The researcher’s motto of this paper is to know the purchasing decision towards online buyers. What are the factors influencing the people to buy online? The researcher selects Ramanathapuram District online buyers. In this area many of the people are educated and branded showrooms are very less compared to that of other Districts in Tamilnadu. The need of the study is to analyze the online buyers purchasing decisions and also influencing factors create a good impact on buying decision towards digital marketing. Online purchase is based on the online marketers. In this electronic vending there are no intermediaries between online marketer and a consumer. So, price is very less rather than offline shopping. Many of the branded showrooms are introduced their products first in online websites than the showrooms. Hence, latest products also available first and foremost only in online shops compared than the traditional stores. People like to buy twenty four service. Because people used their free time and buy the product easily without go for any destination and also didn’t spend any travelling expenses. Consumers use digital marketing easily. Because maximum persons have android mobiles. And also easily use internet and buy their needs simply through shopping web channels. This study related to the primary data. Descriptive sampling design also used. Expected variables should be related with observed frequencies and test should be proved. Suitable analysis selected and tested for this study. Chi-square test is applied for this study to get result, according to the findings and suggestions, conclusions also made.

Keywords: Purchasing decision; Online market; Chi-square test; Influencing factors (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_17

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