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VOL. 12, ISSUE 1 (2026)
Consumer decision-making towards digital shopping & its implications on business sales strategies
Authors
Abinaya S, Dr. S Thirumal
Abstract
The present study is an attempt to analyse the consumer behaviour
towards online shopping in the district of Chennai. The methodology adopted in
this study is a non-doctrinal study in which the information is collected from
the respondents through questionnaire. The results indicate that online
shopping has become popular among the younger generation which constitute
between the age group of 18-20 years. Findings depicted that when a consumer decided
to purchase online, they are motivated by multiple factors like ease of
purchasing or convenient, time saving, price effective, anywhere-anytime
shopping, cost effective and broad categories availability. 90% of consumers
stated that online shopping as a mode of convenient method which results in now
consumers no need to visit the markets and shops physically. But still some of
the factors are there which are to be addressed as a big hindrance to online
shopping. It is because consumers cannot physically touch, test, try, and see
the products so when once an order is placed, there is a chance of getting a
wrong product. Sometimes even false ratings and reviews misguides consumer
which results in the arrival of defective goods. The study in overall concludes
with the purchasing pattern of a consumer and the various factors that tend to
affect the buying behaviour towards online shopping.
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Pages:209-214
How to cite this article:
Abinaya S, Dr. S Thirumal "Consumer decision-making towards digital shopping & its implications on business sales strategies". International Journal of Commerce and Management Research, Vol 12, Issue 1, 2026, Pages 209-214
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