Manuscript Title:

ONLINE SHOPPING BEHAVIOUR OF RURAL CONSUMERS: AN EMPIRICAL STUDY OF SOUTH SALMARA MANKACHAR DISTRICT OF ASSAM

Author:

Md. MUKTAZUR RAHMAN KAZI

DOI Number:

DOI:10.17605/OSF.IO/52FYC

Published : 2022-05-10

About the author(s)

1. Md. MUKTAZUR RAHMAN KAZI - Assistant Professor in the Department of Economics, Mankachar College, Assam, India.

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Abstract

The purpose of the current research is to study the online shopping behaviour of the rural consumers and to investigate the factors that influence the consumers in Assam’s South Salmara Mankachar district to shop online. This study is based mainly on primary data, which was gathered from a sample of 120 respondents using a structured, non-disguised questionnaire. The findings of the study indicate that the rural consumers behave rationally when it comes to online shopping. Pay/cash on delivery is found to be the preferred payment method for majority of the online shoppers. The results of exploratory factor analysis show that the important factors that motivate rural consumers to shop online are perceived convenience (home delivery, time and effort savings, and convenient payment options), freedom of choice and enjoyment, cheaper pricing and discounts, and product availability. Moreover, the study also reveals that the final decision to buy a product online is influenced by ratings and reviews of previous buyers of the product; recommendations of friends and relatives, social media influencers and vloggers; price, discounts and offers; return and exchange policy; and trustworthiness of online shopping website.


Keywords

Online shopping, decision, factors, influencing, rural.