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@article{191816,
        author = {R.Rajeswari and Dr.S.Karthikeyan},
        title = {TO ASSESS THE LEVEL OF CONSUMER AWARENESS ABOUT MAJOR E-COMMERCE PLATFORMS IN COIMBATORE DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {8300-8307},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191816},
        abstract = {The rapid advancement of information and communication technology has significantly transformed the retail sector, leading to the widespread adoption of e-commerce platforms in India. With increasing smartphone penetration, affordable internet connectivity, and digital payment systems, online shopping has become an integral part of consumers’ purchasing behavior. In this context, consumer awareness plays a crucial role in determining the effective adoption and utilization of e-commerce platforms. Awareness not only includes familiarity with major platforms but also encompasses knowledge about platform features such as product variety, pricing mechanisms, promotional offers, secure payment systems, return and refund policies, and customer support services.
The present study aims to assess the level of consumer awareness about major e-commerce platforms in Coimbatore District. The study adopts a descriptive research design and is based on both primary and secondary data. Primary data were collected from 175 respondents using a structured questionnaire, while secondary data were sourced from journals, books, and online publications. The data were analyzed using percentage analysis, mean score analysis, and the Mann–Whitney U test to examine gender-wise differences in awareness levels.
The findings reveal that consumers in Coimbatore District possess a generally moderate to high level of awareness regarding major e-commerce platforms such as Amazon, Flipkart, Myntra, and Meesho. The demographic analysis indicates a diverse respondent profile in terms of age, education, occupation, income, and internet experience. The Mann–Whitney U test results show that gender does not significantly influence awareness levels across most dimensions of e-commerce platforms, including platform familiarity, advertisements, mobile applications, sales and discounts, secure payment systems, and product comparison features. However, a significant difference is observed in awareness of return and refund policies, with male respondents exhibiting higher awareness than female respondents.
The study concludes that while overall consumer awareness of e-commerce platforms in Coimbatore District is satisfactory, specific gaps exist in post-purchase awareness, particularly related to return and refund procedures. The findings highlight the need for targeted consumer education initiatives and transparent communication strategies to enhance trust, confidence, and sustained engagement with e-commerce platforms.},
        keywords = {Consumer Awareness, E-commerce Platforms, Online Shopping, Gender Differences, Mann–Whitney U Test, Coimbatore District},
        month = {January},
        }