A Study on Customer Perception and Buying Behaviour towards Online Shopping with Special Reference to Palakkad

Abstract

Online shopping has emerged as a significant component of modern retailing, driven by technological advancement, increased internet penetration, and changing consumer lifestyles. This study examines customer perception and buying behaviour towards online shopping with special reference to Palakkad district. The research aims to identify the key factors influencing consumers’ purchase decisions and their level of satisfaction with online platforms. Primary data were collected from 120 respondents using a structured questionnaire, and statistical tools such as percentage analysis, correlation, and regression were employed for data analysis. The findings reveal that convenience, competitive pricing, product variety, and secure digital payment options positively influence buying behaviour. However, concerns related to product quality, delivery delays, and data security moderately affect customer trust and repeat purchases. The study concludes that while online shopping adoption is steadily increasing in Palakkad, service reliability and customer confidence remain crucial for sustained growth in the e-commerce sector.