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@article{193050,
        author = {Dr K Srinivasan and Mrs.N.G.Anitha},
        title = {“An Analysis of Consumer Buying Behaviour Towards Online Shopping Platforms in Dharmapuri District”},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {3563-3570},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193050},
        abstract = {Online shopping has transformed the traditional retail landscape by offering convenience, wider product variety, competitive pricing, and doorstep delivery services. The rapid growth of internet penetration and smartphone usage has significantly influenced consumer buying behaviour, particularly in semi-urban and rural regions. This study titled “An Analysis of Consumer Buying Behaviour Towards Online Shopping Platforms in Dharmapuri District” aims to examine the factors influencing consumers’ online purchase decisions and to understand their preferences, satisfaction levels, and challenges faced while shopping online.
The research focuses on identifying key determinants such as price, product variety, brand availability, payment options, delivery services, security concerns, and promotional offers that influence consumer behaviour. Primary data is collected through structured questionnaires from consumers in Dharmapuri District using a suitable sampling method. Statistical tools such as percentage analysis, chi-square test, and ranking method are used for data interpretation.
The findings of the study are expected to reveal the growing acceptance of online shopping among different demographic groups and highlight the major factors affecting consumer trust and satisfaction. The study also provides suggestions to improve service quality, security measures, and customer engagement strategies for online platforms. This research will be useful for e-commerce companies, marketers, and policymakers to understand consumer expectations and enhance digital retail strategies in Dharmapuri District.},
        keywords = {Online Shopping, Consumer Buying Behaviour, E-Commerce, Customer Satisfaction, Digital Marketing, Purchase Decision, Dharmapuri District, Consumer Preference, Online Platforms, Demographic Factors.},
        month = {February},
        }