An Empirical Study of the Factors Affecting Online Shopping Behavior of the Indian Consumers

Abstract

There is a lot of difference between the consumers belonging to urban and rural areas. The preferences and liking changes with the area. There is always a gap which needs to be studied about the various factors affecting the buying behaviour of the consumers living in the rural and urban areas. The study conducted is useful to online companies to handle consumers in a better way. It will help them in segmenting the online shopping market based on the motives and preferences of rural and urban consumers. It will take them closer to the buyers. They will be able to study more closely the consumers from both urban and rural areas