Factors influencing consumers` perception towards online shopping in rural areas of Bulandshahr

Abstract

Online shopping is emerging as a new approach of shopping in rural part of India, driven by the increasing utilisation of the internet among the younger rural population. The young generation finds it more convenient compared to traditional shopping. This study explores the various factors influencing rural consumers `perception of online shopping. The purpose of this research is to identify the pros and cons of online shopping, that shapes rural buying behaviour in this digital era. These findings offer insights for the market, policymakers, and e-commerce companies for making their policies and strategies for the rural market. Bulandshahr district in the state of Uttar Pradesh was selected as the geographical area for the present study. A study was conducted among 150 respondents by using purposive sampling.

Keywords: e-commerce, rural people, consumers’ perception, traditional shopping