Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 5
September-October 2026

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An Empirical Study on Customers Attitude towards Online Shopping at Calicut

Author(s) N. K. Nishad, Dr. C. Moorthi
Country India
Abstract The rapid expansion of information technology, coupled with widespread smartphone usage and affordable high-speed internet access, has fundamentally altered consumer purchasing behaviors across urban and semi-urban India. This empirical study investigates customer attitudes, purchasing behavior, and satisfaction levels regarding online shopping in Calicut (Kozhikode), a major commercial hub in northern Kerala. The primary objective of this research is to evaluate key drivers—such as convenience, perceived quality, price competitiveness, product diversity, and time-saving benefits—that shape consumer inclinations toward digital storefronts. Concurrently, the study explores major barriers, including security concerns, data privacy risks, product authenticity doubts, delivery delays, and lack of tactile inspection. The empirical findings reveal a overall positive attitude toward e-commerce platforms, driven predominantly by convenience, flexible digital payment infrastructure, and aggressive promotional discount structures. However, trust issues surrounding product returns, post-purchase customer service, and cybersecurity vulnerabilities remain persistent deterrents for older demographics and moderate-income groups. The study demonstrates that demographic variables like age, technical literacy, and income significantly influence adoption rates and payment preferences (e.g., Cash-on-Delivery vs. UPI). Based on these insights, actionable strategic recommendations are offered for e-retailers seeking to optimize local consumer retention and build long-term brand loyalty in tier-2 Indian urban ecosystems.
Keywords Online Shopping, Customers attitude, Purchase Decisions.
Field Mathematics > Economy / Commerce
Published In Volume 7, Issue 5, September-October 2026
Published On 2026-10-24
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E-ISSN 3048-7641
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