A Study on Consumer Perception towards Online Shopping of Electronic Products with Special Reference to Ahmedabad Region

Abstract

The widespread adoption of internet-enabled devices has significantly altered how consumers approach product purchases. Within this evolving landscape, online retail has gained prominence as a favored medium, largely attributed to its round-the-clock accessibility, ease of transaction, and the extensive product assortment it offers. For digital merchants, grasping how shoppers perceive this purchasing mode is critical — such understanding enables the identification of drivers and barriers influencing purchase decisions on e-commerce platforms. This research specifically investigates consumer attitudes toward buying electronic goods online, focusing on the Ahmedabad urban market. A structured survey instrument was administered to gather primary data, employing a non-probability convenience sampling strategy. Results reveal that several variables shape consumers' propensity to shop for electronics via the internet. These include perceived trustworthiness of online sellers, website navigability, transaction security assurances, dependability of product delivery, prior familiarity with internet usage, and the quality of local digital connectivity. The findings offer actionable guidance for e-marketing professionals and electronic product vendors aiming to elevate user satisfaction and reinforce their market standing in an increasingly competitive digital economy.