FACTORS INFLUENCING ONLINE PURCHASE DECISIONS OF CONSUMERS: A PRIMARY DATA STUDY

Abstract

Because e-commerce has grown so quickly, it is crucial to understand what influences people's decisions to make purchases online. The current study's goal is to determine the key factors influencing customers' decisions to make purchases online and to investigate how price, product quality, and discounts affect this behavior. The study makes use of primary data gathered from a sample of online shoppers using a standardized questionnaire with a five-point Likert scale.

The findings show that several factors influence consumers' decisions to shop online. These factors include convenience, the time-saving aspect of online shopping, the wide range of products available, the ease of comparing items, and customer reviews. Trust in online platforms is another key factor. The results indicate that customers' buying decisions are affected by price comparisons among different sites, competitive pricing, and clear pricing policies. When factors related to product quality are present, like brand preference, access to quality information, and detailed product descriptions, people are more likely to trust online purchases. Customers are further encouraged to shop online through discounts, special offers during festivals, cashback deals, and various marketing efforts.

The study demonstrates that judgments about internet purchases are heavily influenced by both functional and value-driven variables. The findings provide e-commerce platforms and marketers with valuable information to develop efficient pricing strategies, improve the caliber of product information, and build enticing promotional campaigns that increase customer happiness and engagement.