From Perusing to Purchasing: An Analysis of Online Shopping Patterns and Customer Preferences

Abstract

Electronic commerce has grown significantly in India, particularly as a result of smartphone applications. Online businesses interact with customers from a variety of demographics, and each has distinct buying habits. The specific goal of this study is to look into customer purchasing patterns in relation to app-based internet shopping. Using systems based on mobile applications, some of the main goals are to analyse how customers behave while making purchases online, learn how they feel about it, and gauge their degree of satisfaction.

The research was conducted in different parts of India via convenience sampling. A questionnaire was administered to collect primary data from 200 individuals.  Percentage analysis, chi-square testing, and weighted average methods were applied to analyse the data.  Most of the respondents have a preference for paying by cash on delivery, which is one of the most significant findings of the study. The research concludes that internet marketers can enhance consumer interaction and induce future changes in behaviour by raising awareness, building brand presence, and providing services that meet the expectations of the customers.  In the e-commerce world, which is very competitive, such efforts may ultimately yield more lucrative results