International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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A Study on Consumer Behaviour Towards Online Shopping in Etawah

Author(s) Mr. Gopi Nath Maurya
Country India
Abstract This study examines consumer behaviour towards online shopping in Etawah, a tier-2 city in Uttar Pradesh, India, where empirical evidence on e-commerce adoption remains limited. Using a descriptive research design, primary data were collected from 501 respondents through structured questionnaires administered both online and offline. The study analyses awareness levels, shopping frequency, platform and product preferences, payment behaviour, satisfaction dimensions, and problem experiences using descriptive statistics, Likert mean scoring, and Chi-square tests of independence.
The findings indicate high awareness of online shopping (91.6%), with social media emerging as the primary information source. Indian platforms such as Flipkart and Meesho demonstrate stronger consumer preference compared to Amazon, reflecting localisation advantages in emerging markets. Cash on Delivery remains the dominant payment mode, highlighting persistent trust concerns regarding digital transactions. Satisfaction levels are highest for timely delivery and product quality, whereas return and refund processes require improvement. Despite a considerable proportion of respondents reporting purchase-related problems, future purchase intention remains strong, suggesting sustained growth potential in tier-2 markets. Chi-square results confirm significant associations between demographic factors and online shopping behaviour.
The study contributes recent empirical insights into e-commerce adoption in emerging Indian cities and offers strategic implications for platform providers, marketers, and policymakers.
Keywords Keywords: Consumer Behaviour, Online Shopping, E-Commerce, Tier-2 Cities, Etawah, Uttar Pradesh, India, TAM, Digital Payments, Customer Satisfaction
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-27
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.72681
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