A Study on Consumer Satisfaction Towards Online Shopping in Central Uttar Pradesh - With Special Reference to Kanpur Nagar, Unnao, Lucknow, And Sitapur

Abstract

The increasing availability of internet connectivity and the widespread use of smartphones have significantly changed the purchasing behavior of consumers in India, even in semi-urban and underdeveloped areas. This research paper highlights some of the results of a descriptive study conducted based on surveys under the title "A Study on Consumer Satisfaction Towards Online Shopping in Central Uttar Pradesh." It examines the degree of satisfaction of consumers with online shopping, the motivations for choosing to shop online, the demographic variables (age, gender, occupation, and income) influencing online shopping behavior, and the major difficulties faced by consumers.

The structured questionnaire method has been employed among 300 respondents (tentative). Methods adopted for data analysis are percentage, chi-square test, tabulation, and presentation through graphs. It has been noted that the age group of consumers (18-34 years) is the dominant age group in online shopping. The preferred websites among consumers were Flipkart, Amazon, and Meesho. Factors such as quality of products, cost, and speed of delivery are some of the major factors that affect consumer satisfaction. Some of the issues prevailing in online shopping are problems associated with security of payments, delivery time, and doubtfulness about the authenticity of products. It has been revealed by the chi-square test that there is a significant relationship between the variables of age, gender, income level, and the mode of online shopping.