Published Paper Details:

This exploratory research investigates the factors influencing consumer behaviour while shopping online through the lens of India's top e-commerce platforms. Based on a sample size of 80, the study reveals insights into consumer preferences, perceptions, and satisfaction levels. The study revealed that Flipkart leads the market with 37.5% preference, followed by Amazon at 32.5% and Meesho at 13.75%. Amazon enjoys the highest overall acceptability (9/10), likely due to its strong reputation for quality, price, and convenience. Flipkart follows closely at 8/10 and is also perceived as offering high quality and price. Myntra takes the lead in quality (9/10) but loses ground on price (8/10), suggesting a premium positioning. It has been found that the Customers are more satisfied with order delivery (8.2/10) than offer delivery (7.2/10), indicating potential room for improvement in offer communication and delivery. Significant differences exist in customer satisfaction among companies. Factors like relevance, timeliness, and clarity of offer terms could explain lower satisfaction with offer delivery compared to order delivery. These insights can help e-commerce platforms refine their strategies to attract and retain customers by focusing on perceived value, quality, price, offer relevance, and effective communication. By addressing these factors, online businesses can enhance customer satisfaction and gain a competitive edge in the dynamic Indian e-commerce landscape.