A STUDY ON THE CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING IN VANIYAMBADI TOWN

Over the past decade, there has been a significant shift in consumer behavior, with a notable inclination towards online shopping. Despite a continued preference for traditional brick-and-mortar stores, online shopping offers unparalleled convenience by eliminating the need for in-person visits. Particularly in smaller towns in India, e-commerce has emerged as a vital avenue, granting access to quality products and services comparable to those available in larger cities. Increased internet accessibility has played a pivotal role in expanding the reach of potential customers. Individuals now possess the freedom to make well-informed decisions conveniently from their residences, allowing them to compare a variety of options and effortlessly evaluate prices in comparison to competitors' offerings. This research centers on gaining insights into consumer behavior related to online shopping, with a particular focus on Vaniyambadi town.