PERCEIVED BENEFITS AND ISSUES OF CONSUMERS IN ONLINE SHOPPING

Abstract

Online marketing encompasses the exchange of information, products, and services through computer networks or the internet. Technologies like the internet and electronic commerce aim to revolutionize global business. Consumer purchasing behaviors constantly evolve due to market dynamics and their impact. Examining both consumer buying behaviors and the influence of online marketing on these behaviors is complex yet crucial for any organization's survival and growth. Understanding online marketing and its strategies is essential. Emphasizing the impact of online marketing on consumer purchasing behavior is imperative.

The role of online marketing in the economy is significant, leveraging advanced technology and the internet. Despite its trending nature and diverse methods, India lacks experts and masters in online marketing. This shortage calls for proficient online marketers who can ethically facilitate products reaching their intended customers. Consumers also need education and a comprehensive understanding of online marketing, its methodologies, and its advantages and disadvantages since it profoundly influences consumer purchasing behavior. The consumers perceive certain benefits while shopping through online mode and they are facing a lot of issues in online shopping.  This paper discusses perceived benefits and issues of consumers in online shopping.

Keywords: Consumers; Issues; Online shopping; Perceived benefits.