Factors Influencing Consumer Behaviour in Online Shopping: A Comprehensive Study
L Jalaja
L Jalaja, Department of Commerce, Sastra Deemed to be University Chennai Campus, Vadapalani, Chennai (Tamil Nadu), India.
Manuscript received on 02 May 2024 | Revised Manuscript received on 10 May 2024 | Manuscript Accepted on 15 June 2024 | Manuscript published on 30 June 2024 | PP: 1-6 | Volume-10 Issue-10, June 2024 | Retrieval Number: 100.1/ijmh.J171210100624 | DOI: 10.35940/ijmh.J1712.10100624
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Online marketing involves promoting and selling goods and services through the internet without the buyer and seller coming into direct contact with each other. In the rapidly growing digital era, the role of online marketing in modern marketing has become an integral part of the strategy for planning and success for any organisation. The marketing strategies adopted by firms to reach their customers have also undergone significant changes. It is the internet which has changed the way of life. The business has consistently adapted its dynamics in line with the expected behaviour of its consumers. Online marketing has developed into a full-fledged platform to spread details about a company’s brand, products or services to its potential customers and market the same. The internet has changed the way consumers shop for products and services globally. It has played an all-pervasive role in the context of COVID-19, where this sector has seen a substantial increase in usage patterns. In this scenario, businesses need to understand the factors that influence consumer behaviour when shopping online. Online marketing is a competitive landscape with numerous players vying for their share of the market. A strategic approach is necessary to thrive in the marketplace. The success and failure of companies depend on the strategy they have chosen to reach their target consumers. This study aims to examine the factors influencing consumer behaviour towards online shopping. Through this study, marketers will be able to analyse the possibilities and prospects of online marketing based on consumer behaviour. The method of collecting data is from primary and secondary sources. Statistical tools, such as tabulation, percentages, and factor analysis, are applied to analyse the collected data. This study was conducted to determine consumer behaviour in Chennai.
Keywords: Marketing Strategy, Potential Consumers, and Online Marketing
Scope of the Article: Marketing