Analysing the buying behaviour of consumers of online marketplaces: A study in the context of western Odisha

Abstract

The study aims to analyse the buying behaviour of consumer of online marketplaces in the context of Western Odisha. We analyse the factor influencing the consumer decisions to buy from online market places. We also assess the awareness level of consumers regarding online marketplaces. For this study, a structured questionnaire is framed for the collection of primary data. The study is conducted by collecting data from 209 respondents of Western Odisha by through an online survey using Google Forms. The study uses Exploratory Factor Analysis and Regression to analyse the buying behaviours of consumer of online marketplace. The study finds that factors like price, security and feedback mechanism significantly influence the buying behaviour and security factor has the highest impact. The study also finds that most of the people in the western Odisha are aware about the online marketplaces.