A STUDY OF CUSTOMER PREFERENCE TOWARDS ONLINE SHOPPING IN PATHANAMTHITTA DISTRICT
Now a days, Customer has changed due to constant change in business environment. This change in the environment, demands more and more optimization of the time. Consumer buying behavior has changed from convenience to comfort and from buying in stores to buying online even buying from big screen to buying small screen i.e. shift from windows PC to Android/Device. Consumers now prefer to shop products online over conventional methods of shopping in stores. According to UCLA Center for communication policy (2001), online shopping has become the third most popular internet activity, immediately following e-mail Using/instant messaging and web browsing. Hence this study aims to know the customer preference towards online shopping in Pathanamthitta District. This research also aims to find out the key factors that influence online shopping behaviours of consumers and to identify the determinants of online purchase intention among customers.