Abstract

This study investigates the online shopping preferences of students at G.B. Pant University of Agriculture and Technology, Pantnagar, India. A quantitative cross-sectional survey approach was used, collecting data from 60 students via a structured questionnaire distributed through Google Forms. The research explored various aspects of consumer behavior towards online shopping among university students, including demographic breakdown, factors influencing online shopping behavior, platform preferences, payment methods, product categories, and satisfaction levels. The study found that the highest-rated factor influencing online shopping behavior was obtaining a better price, followed closely by product quality and security of payment methods. Amazon emerged as the most preferred shopping platform, and UPI was the most popular payment method. Fashion items were the most commonly purchased product category, and respondents reported higher satisfaction levels with online shopping compared to offline shopping. The study emphasizes the significance of perceived value, brand reputation, and secure payment methods in enhancing the online shopping experience for young consumers, providing valuable insights for businesses in the competitive online retail landscape.

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