A STUDY ON FACTORS AFFECTING ONLINE SHOPPING DECISION OF CUSTOMERS IN KALYAN CITY OF MAHARASHTRA STATE

This research paper investigates the factors influencing online shopping decisions of customers in Kalyan City, with a focus on demographic characteristics, product preferences, purchase frequency, spending patterns, and motivating factors. A sample size of 90 respondents participated in the study, providing insights through primary data collected via structured questionnaires. The findings reveal a young, tech-savvy demographic dominated by students, with a preference for electronics, groceries, and subscription services. While moderate online shopping activity is prevalent, the majority of transactions involve lower-value purchases. Convenience, cost-saving, and product selection emerge as primary motivating factors. Based on these findings, recommendations are provided to businesses to tailor their marketing strategies and enhance the online shopping experience for Kalyan City consumers.