Factors Influencing Online Purchase Behaviour of Rural Consumer’s

Year : 2024 | Volume : 11 | Issue : 01 | Page : 5-16

    Ajay Kumar

  1. Research Scholar, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, Uttar Pradesh, India


Online shopping has become a commonplace aspect of today’s consumer landscape due to the rapid growth of e-commerce. This study explores the particular elements that impact rural consumers’ online purchase behavior, whereas a large body of research has concentrated on the online shopping behavior of urban consumers. This study delves into the critical elements that influence rural consumers’ online buying decision-making processes, based on comprehensive surveys and data analysis. The study investigates how social networks influence rural consumers’ online purchasing preferences as well as aspects including product diversity, digital literacy, internet accessibility, and trust in e-commerce platforms. For companies, legislators, and marketers looking to capitalize on this expanding and underserved market niche, this study offers insightful information by illuminating the particular factors that influence online buying behavior in rural locations. By having a better understanding of these variables, tactics may be developed that are more suited to the needs and preferences of rural consumers in the online marketplace. Therefore, the goal of the research is to create a better marketing model that e-commerce companies may use to impact and draw users to their products. In order to get accurate research results, the study will employ a qualitative research approach to conduct one-on-one interviews.

Keywords: Online shopping, Digital marketing,e- commerce, Rural marketing, consumers behaviour.

[This article belongs to E-Commerce for Future & Trends(ecft)]

How to cite this article: Ajay Kumar Factors Influencing Online Purchase Behaviour of Rural Consumer’s ecft 2024; 11:5-16
How to cite this URL: Ajay Kumar Factors Influencing Online Purchase Behaviour of Rural Consumer’s ecft 2024 {cited 2024 Jan 15};11:5-16. Available from: https://journals.stmjournals.com/ecft/article=2024/view=131500

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Regular Issue Subscription Review Article
Volume 11
Issue 01
Received December 27, 2023
Accepted December 29, 2023
Published January 15, 2024