Consumer Level of Satisfaction towards Online Buying: A Case Study of Punjab

Behaviour is the apparent, noticeable answer of a given situation with respect to a given target. Use of the Internet for retail shopping has extended enormously in recent ages and has a deep impact on the shopping process for many consumers. Online buying behaviour is a type of behaviour which is revealed by customers while surfing websites of an e-tailer to explore, choose and purchase goods and services, to satisfy their desires and wants. It’s essentially a behaviour which is mirrored by the purchaser during the process of buying through the internet. Consumer satisfaction, being one of the most crucial part of behaviour, is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person. It can be defined as the extent to which consumer’s perceptions of the online shopping experience confirm their expectations. Most consumers form expectations of the product details, vendor details, after sales service, quality of the product and payment procedures through website that they patronize before engaging in online shopping activities. These expectations influence their attitudes and intentions to shop at a certain Internet store, and consequently their decision-making processes and purchasing behaviour. If expectations are met, consumers achieve a high degree of satisfaction, which influences their online shopping attitudes, intentions, decisions, and purchasing activity positively. So, to study the consumer satisfaction is considered as very important element because the further business depends on this only. Therefore, for the present study, questions are designed, and information is collected based upon consumer experiences, who have already purchased products and services through online. The paper focuses on the level of consumer satisfaction towards online buying and to study whether Consumer satisfaction towards online shopping vary among various demographic factors taken in the study. 600 sample size is taken to carry out the research. Snowball sampling method is primarily used to collect the sample. Sample is collected from three major cites of Punjab i.e. Ludhiana, Jalandhar and Amritsar on the basis of highly density of population. The findings reveal that there is significant difference in various demographic factors and level of consumer satisfaction towards online shopping.