Rural Consumer Behaviour Towards Online Shopping in Chengalpattu City

Abstract

The article explores the intricate dynamics of consumer behavior, particularly focusing on its implications for understanding purchasing decisions. It elucidates the multifaceted nature of consumer behavior, encompassing the acquisition, evaluation, utilization, and disposal of goods and services. The central emphasis lies in comprehending the behavior patterns of consumers during product selection to meet their needs and desires. Consumer behavior analysis becomes paramount for marketers, serving as a foundation for effective marketing strategies. This comprehensive study scrutinizes the myriad determinants influencing consumer behavior, including cultural, social, personal, and psychological factors. It underscores the pivotal role of understanding these determinants, despite their uncontrollable nature, in decoding the complexities of consumer behavior. Moreover, the article sheds light on the profound impact of lifestyle on consumer preferences and purchasing behaviors. It highlights the evolving nature of societal norms, allowing individuals in modern consumer societies to select products and services that mirror their identities. A substantial segment of the article delves into the evolving landscape of online shopping, specifically among rural consumers in Chengalpattu Town (Villages). It outlines the objectives of studying rural consumer behavior towards online shopping, aiming to analyze motivations, awareness levels, satisfaction, and product attribute influences on purchase decisions. The research methodology entails a descriptive survey employing structured questionnaires among rural consumers, emphasizing demographics and online shopping behavior. Findings illuminate demographic patterns, income levels, spending habits, and factors influencing online purchasing decisions among rural consumers. The article concludes by highlighting the advantages of online shopping, such as a diverse product range and cost-effectiveness, juxtaposed against barriers like psychological needs, trust issues, and limited internet access hindering the adoption of online shopping in rural areas. The provided suggestions aim to bridge these gaps by enhancing communication, education, trust-building, and infrastructure in rural markets, fostering a conducive environment for online commerce among rural consumers.