CUSTOMERS AWARENESS AND USEFULNESS OF ONLINE SHOPPING PLATFORMS

Abstract

The present study aims to analyze the customer’s awareness level towards online shopping and their usability of online shopping portal. This study will be helpful for the e-commerce platforms to understand the customers’ awareness towards the online shopping and their requirements, so that they can focus more on those moot points to improve their service quality and efficiency.  For the investigation of framed objectives, the study used an exploratory research approach. The study's primary goal was to learn about customers' perceptions of the online platform's features and usability. The study used the most convenient sampling strategy and collected data via questionnaire. The questionnaire was used to obtain primary data for the investigation. The author handed out 150 surveys and received 120 completed responses. For the analysis of stated objectives, the study used statistical tools such as Neural Network and Exploratory Factor Analysis. Customers are aware, according to the study's findings, that clear photos of objects and product colours will persuade them to acquire those items online. The study also observed, that the customers had an easier time selecting different products or brands while using online shopping platforms rather than visiting to traditional storefronts. More and more consumers are stating that they prefer internet purchasing over traditional buying methods, citing its many advantages. There has been a significant shift in how consumers make purchases. Customers nowadays do a lot of research online before talking to a salesperson. More and more people are making their purchases online or via their mobile devices rather than visiting physical stores. The internet has greatly simplified and expedited corporate operations.