WOMEN BUYING BEHAVIOR TOWARDS ONLINE SHOPPING AMONG RURAL AND URBAN CUSTOMERS

Abstract

This study investigates the buying behavior of women towards online shopping, specifically comparing rural and urban customers. A comprehensive literature review was conducted to understand the factors influencing women's online shopping choices. Various studies explored demographics, digital literacy, trust and security concerns, and social influences affecting consumer preferences. The research aimed to bridge gaps in the existing literature. The results highlighted significant differences between rural and urban women, emphasizing factors like price sensitivity, digital literacy, and trust issues as crucial determinants of online shopping behavior. Insights from this study contribute to a deeper understanding of the nuanced dynamics shaping women's online purchasing decisions, providing valuable implications for businesses and policymakers seeking to tailor their strategies to diverse consumer segments.