Abstract

This study investigates the online shopping preferences of students at G.B. Pant University of Agriculture and Technology, Pantnagar, India, using a quantitative cross-sectional survey approach. Data were collected from 60 students via a structured questionnaire distributed through Google Forms. The research aimed to explore various aspects of consumer behaviour towards online shopping among university students. The demographic breakdown showed that 78.33% were aged 18-24 years, and 21.67% were 25 years or older. Gender distribution revealed that 33.3% of the respondents were male and 66.7% were female. Educational levels among the respondents included 50% undergraduate students, 6.67% B.Tech students, 11.67% Master’s students, and 31.67% Ph.D. students. The survey assessed multiple factors influencing online shopping behaviour using a 5-point Likert scale. The highest-rated factor was obtaining a better price, with an average rating of 89% of the maximum score. Product quality followed closely with an average rating of 88.67%, and the security of payment methods was also crucial, rated at 88%. Other significant factors included product comparison and price comparison (87.67% each), convenience (83.33%), variety (83%), payment mode (80.67%), warranty considerations (79.33%), discounts (81%), and packaging (76%). In terms of platform preferences, Amazon emerged as the most preferred shopping platform with a score of 73, followed by Myntra (69.67) and Flipkart (68.67). Other platforms like Meesho and Ajio were less favoured, with scores of 45.33 and 41.67, respectively. The survey also explored preferred payment methods among respondents. UPI (such as GPay, PhonePe, Paytm, etc.) was the most popular, followed by combinations of UPI, debit cards, and pay-on-delivery options. Credit card/pay later options combined with UPI and debit cards showed lesser preference, while the least favoured methods were using debit cards alone or combining credit cards/pay later with debit cards. Regarding product categories, fashion items were the most commonly purchased (74.67%), followed by tickets (73%), skincare and haircare products (70.67%), books and stationery (67%), and miscellaneous items (66.33%). Healthcare and fitness products were less frequently purchased (52.33%). The study also evaluated satisfaction levels with online versus offline shopping. It found that 68.3% of respondents reported high satisfaction (ratings of 4 or 5) with online shopping, compared to 51.63% for offline shopping. Moderate satisfaction (rating of 3) was higher for offline shopping (41.7%) than for online shopping (26.7%). Low satisfaction (ratings of 2 or 1) was slightly higher for offline shopping (6.6%) compared to online shopping (5%). These results indicate that respondents generally derive more satisfaction from online shopping services. Overall, the study emphasize the significance of perceived value, brand reputation, and secure payment methods in enhancing the online shopping experience for young consumers. This will be useful for businesses aiming to thrive in the competitive online retail landscape by understanding the factors that influence consumer behaviour and satisfaction.

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