Abstract
Understanding consumer behavior has been a central focus for researchers, especially with the rapid evolution of shopping dynamics in recent years. This research paper aims to gain a deeper understanding of customer buying preferences and post-purchase behavior in the context of online shopping within the Tiruchirappalli district of Tamil Nadu. The study explores the key factors that influence consumer decision-making and satisfaction in the online shopping environment. Stratified sampling was used to collect data from a sample of 384 online shoppers in the region. The findings reveal that perceived convenience and product variety were positively associated and only competitive pricing is negatively associated with the primary online shopping behvaiour. Additionally, the study highlights the significance of post-purchase factors such as delivery reliability, return policies, and customer service in shaping customer satisfaction and loyalty. The implications of these findings for online retailers and future research directions are discussed.
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