Determinants Influencing Online Shopping Behaviour in Azamgarh District: A Demographic Analysis

Abstract

The research paper elucidates the influence of several non-demographic elements on internet shopping behaviour. The objective of this study was to investigate the correlation between online purchase behaviour and the demographic characteristics of consumers in Azamgarh. We examined the influence of six demographic characteristics—age, gender, income, education, occupation, and marital status—on the frequency of internet shopping. A systematic questionnaire was employed to collect primary data from 200 individuals in urban and rural areas of Azamgarh district, in addition to online surveys. The chi-square test was employed to assess the correlation between consumers’ demographic characteristics and their online purchasing behaviours. The survey indicates that female, unmarried consumers and students with advanced education are more inclined to engage in internet shopping. The age and income of consumers has minimal influence on their online shopping behaviour. The study’s findings are expected to furnish e-commerce enterprises with insights into customers’ online purchasing behaviour, enabling the formulation of tailored business strategies aligned with consumer behaviour and preferences, thereby yielding a competitive advantage across various domains. Ping. We obtained the data through the distribution of surveys. The study’s findings indicate that many demographic parameters, such as age, gender, marital status, family size, and income, significantly influence internet buying in India. The study’s findings could be utilized by researchers and practitioners to conduct more investigations in the same domain.

Keywords: Demographic Factors, Online Shopping, E-Commerce, Buying Behaviour

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