AN ANALYSIS OF CUSTOMER OPINION AND PERCEPTION OF E-COMMERCE IN NAMAKKAL DISTRICT

Marketing

The rapid growth of digital technology and internet penetration has significantly transformed the retail landscape, leading to the widespread adoption of e-commerce platforms. This study aims to analyze customer opinion and perception of e-commerce in Namakkal District, focusing on buying behavior, satisfaction levels, and influencing factors. The research is based on both primary and secondary data. Primary data were collected through a structured questionnaire from a sample of consumers in Namakkal District, while secondary data were gathered from journals, books, and online sources.The study examines key variables such as convenience, price comparison, product variety, security concerns, delivery efficiency, and trust in online platforms. Statistical tools such as percentage analysis, chi-square tests, and correlation analysis were used to interpret the data.However, the study also identifies certain challenges, including concerns related to product quality, data security, delayed delivery, and difficulty in returns and refunds. Despite these issues, the overall satisfaction level of customers remains moderately high, indicating growing acceptance of e-commerce in the district.The study concludes that e-commerce has become an integral part of consumers’ lives in Namakkal District, with significant potential for future growth. It suggests that improving logistics, strengthening security measures, and enhancing customer service can further increase consumer trust and satisfaction. The conclusions of this study provide valuable insights for e-commerce companies, policymakers, and researchers to understand consumer behavior and improve the effectiveness of online retail strategies in semi-urban regions.

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