A Study To Analyze How Internet Proficiency And Various Demographic Factors Influence Online Shopping Behaviour Of Consumers For Fmcg Products In Mumbai And Pune
Keywords:
E-commerce,, Consumer behaviour, Demographic factors, FMCG products, Online shopping.Abstract
This study explores how demographic factors such as age, gender, marital status, income, family size, accompanied with internet proficiency influence ecommerce consumer behaviour for FMCG products in Mumbai and Pune. The research aims to provide insights that may guide businesses in making strategic decisions related to online shopping preferences. A quantitative approach wasadopted, employing a structured questionnaire to assess consumer behaviour and preferences concerning the online purchase of FMCG
products. A stratified random sampling technique was used to survey 500 respondents (200 from Pune and 300 from Mumbai), covering various demographic categories. Data were analyzed using statistical tools like frequency distribution, percentage analysis, and cross-tabulation. Results show that a significant proportion of consumers in both cities prefer online shopping for its convenience, variety, and competitive pricing. Younger, tech-savvy individuals with higher income and education levels are more inclined to
shop online. However, a portion of the population still prefers traditional retail, reflecting the complexity of consumer behaviour. Findings also reveal a strong interest in using the internet for future shopping, with a tendency to recommend online shopping to others. Despite this, resistance and reluctance were observed in both cities, emphasizing the need for businesses to tailor their
e-commerce strategies based on demographic segments. This study's insights are valuable for ecommerce businesses aiming to optimize their online shopping strategies in the context of FMCG products.
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