| Megha Bharti Research Scholar (Commerce) Govt. Thakur Ranmat Singh College Awadhesh Pratap Singh University Rewa (Madhya Pradesh) | Dr. Rameshwar Prasad Gupta (Professor & HOD) Govt Girls Degree College Rewa (Madhya Pradesh) |
Abstract
This study examines consumer attitudes toward online shopping and identifies key factors influencing purchasing decisions across different demographic segments. Using a structured survey of 400 respondents, the research explores attitudes toward convenience, product information reliability, secure payment options, customer reviews, promotional offers, and data security. Statistical analyses including ANOVA and independent t-tests reveal significant differences based on age, income, gender, and marital status, while occupation shows no significant impact. The findings indicate that convenience is the primary driver of online shopping behavior, with trust and promotional strategies playing crucial supporting roles. The study provides actionable insights for e-commerce businesses to develop targeted marketing strategies that address the diverse needs of various consumer segments.