[33] A STUDY OF BUYER’S ATTITUDE TOWARDS ONLINE SHOPPING IN TUMAKURU DISTRICT

How to Cite the Article: Raghavendra B S (2026). A Study of Buyer’s Attitude towards Online Shopping in TUMAKURU District. International Journal of Multidisciplinary Research & Reviews, 5(s2). 293-301.

Abstract

The rapid growth of internet connectivity, smartphone usage, and digital payment systems has significantly transformed consumer purchasing behaviour in India, leading to increased adoption of online shopping across urban and semi-urban regions. The present study aims to examine the buyers’ attitude towards online shopping in Tumakuru District, with a focus on understanding demographic characteristics, shopping behaviour, perceived advantages, and barriers influencing online purchase decisions. The study is based on primary data collected from 385 respondents selected through a random sampling method using a structured questionnaire. A descriptive research design was employed, and the collected data were analysed using statistical tools such as percentages, mean scores, and tabular analysis. The findings reveal that a majority of respondents exhibit a positive attitude towards online shopping, primarily driven by factors such as convenience, time savings, wide product variety, and competitive pricing. Clothing and accessories emerged as the most preferred product category, followed by electronics. However, the study also identifies significant challenges, including security and privacy concerns, delivery delays, lack of trust in product quality, and complicated return procedures, which restrict frequent online shopping. The research concludes that while online shopping has gained substantial acceptance among young, educated, and employed consumers in Tumakuru District, addressing trust-related and service-quality issues is crucial for sustained growth. The study offers practical suggestions for e-commerce platforms, policymakers, and marketers to enhance consumer confidence and improve the overall online shopping experience.