Factors shaping online consumer decisions in fmcg products: A comprehensive study
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Abstract
Technology breakthroughs and the widespread use of the internet have caused the constantly changing digital landscape, which has drastically changed the traditional marketplace into a cutthroat online setting. The benefits of online shopping have been recognized more quickly in India as a result of recent economic reforms, and customers are rapidly embracing the convenience and variety that digital platforms provide. As a result, foreign retailers seeking to increase their market share find India to be a very appealing market. Online sales have increased as a result of the nation's expanding Internet user base, underscoring the potential of e-commerce in India. Businesses looking to improve their strategies and promote increased customer involvement with online shopping must comprehend the elements that impact online purchase behaviour in light of this development. In order to figure out how to encourage Indian consumers to shop more on online platform, it is crucial to know the factors that influence their online purchasing behaviour. Hence this study focused into the connections between different aspects of online buying and buyer behaviour. This is an analytical study based on 258 valid responses. In addition to examining online shopping preferences for the FMCG product category, this study attempt to identify the factors influencing online consumer buying behaviour.