A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING IN THOOTHUKUDI

Abstract

Consumer buying behavior refers to the actions taken (both online and offline) by consumers before purchasing a product or service. This process may include consulting search engines, participating in social media posts, or other actions. Understanding this process is valuable to companies because it helps them better align their marketing initiatives with marketing efforts that have been successful in driving consumers to buy in the past. As people increasingly shop online, they also expect a wide selection of different payment options from online retailers. As consumers increasingly opt for digital channels for browsing and buying, brands need to make sure that their digital experience is on par with what someone would get in-store. This study focuses the consumer behavior in Thoothukudi town and analyse with the help of chi-square test.