A Study On Purchasing Behaviour Of Online Buyers With Reference To Bengaluru City, Karnataka

Abstract

The study explores the buying behavior of online purchasers in Bengaluru City, focusing on key factors such as price, convenience, product variety, and brand reputation. Data from a sample of 500 respondents was collected and analyzed, shedding light on the impact of these factors on online purchasing decisions in the city. The findings reveal that price plays a crucial role, with 75% of respondents identifying it as a significant factor. Convenience follows closely behind, with 70% of respondents considering it important. Product variety and brand reputation also influence online purchasing behavior, with 65% and 60% of respondents respectively citing them as important factors. These results underscore the importance of understanding and addressing these factors to effectively target Bengaluru's online consumer market. Businesses can enhance their online shopping experience and attract more customers by offering competitive pricing, a convenient shopping experience, a diverse range of products, and building a strong brand reputation. This study provides valuable insights for businesses in Bengaluru, enabling them to tailor their marketing strategies and meet the evolving needs of online consumers.