ONLINE PURCHASE BEHAVIOUR AND CUSTOMER SATISFACTION AMONG WOMEN CONSUMERS:AN EMPIRICAL STUDY IN ERODE DISTRICT

Abstract

The rapid expansion of internet connectivity, smartphones, digital payment facilities and e-commerce platforms has transformed the contemporary shopping environment. Women consumers have become an important segment of online retail because digital platforms provide convenient access to apparel, cosmetics, groceries, household products, electronics and other categories without the need to visit physical stores. The present study examines online purchase behaviour and customer satisfaction among women consumers in Erode District. The study adopts a descriptive research design and is based on primary data collected from 150 women consumers who have experience in online shopping. Percentage analysis is used to describe the respondents’ profile and purchase behaviour, while mean score and standard deviation are used to assess purchase-decision factors and satisfaction dimensions. Chi-square analysis is proposed to examine associations between selected demographic characteristics and online purchase behaviour or satisfaction, and Pearson correlation is used to assess the relationship between online purchase behaviour and customer satisfaction. The study highlights the positive role of convenience, product variety, price benefits, reviews, secure payment, timely delivery and efficient return facilities in shaping online shopping experiences. The findings are intended to provide practical guidance to online retailers for improving service quality, trust, customer support and long-term customer relationships.