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A Study on Factors Influencing Women’s Buying Behaviour Towards Online Shopping in Itanagar Capital Region, Arunachal Pradesh

Marpi Zirdo Dr. Sankar Thappa

Abstract
The emergence of e-commerce in India has brought about a paradigm shift in the way people shop, and this has affected women’s shopping behaviour in a significant manner. This research paper highlights the online shopping behaviour of women in the Itanagar capital region district of Arunachal Pradesh. The paper aims to identify the frequency of their online shopping, the trends that emerge, the factors that influence their purchase decisions, and the relationship between demographic variables and online shopping behaviour. The study is based on primary data collected from 150 women through a structured questionnaire. The findings are presented through percentage analysis,average scores, and cross-tabulations. The findings of the study reveal that women belonging to the age group of 26-35 years and those who are graduates are the most frequent online shoppers. The most purchased products are clothing and cosmetics, and the platforms used are Myntra and Nykaa. The factors that play an important role in influencing purchase decisions are product diversity, delivery time, customer reviews, and overall satisfaction. The study reveals that both demographic characteristics and product- related factors play an important role in influencing women’s online shopping behaviour in the growing regional markets.
Keywords: Women Consumers; Online Shopping; Buying Behaviour; E-commerce; Product Variety; Consumer Satisfaction; Demographic Factors.