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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM62263
Volume:
10 |
5 |
May 2026
Pages:
1-10
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
BBA
Rajju Shroff ROFEL University (RSRU)
BBA
Rajju Shroff ROFEL University (RSRU)
As the digital economy matures, semi-urban districts like Valsad are witnessing a seismic shift in retail consumption. This study explores the attitudes of 200 consumers in the Valsad district toward online shopping. Using a descriptive research design, the study examines the influence of demographic factors particularly—age, gender, and income—on key perception parameters such as perceived risk, convenience, and service quality. Statistical tools including ANOVA, T-test and Chi-Square tests were employed to test the hypotheses. The findings suggest that while gender equality is increasing in digital adoption, age and income remain significant determinants of consumer attitude towards online shopping.
KEYWORDS
The study concludes that consumer attitudes toward online shopping in the Valsad district are fundamentally shaped by a complex interplay of functional benefits and demographic filters. While Convenience and Time Saving emerge as the primary drivers for digital adoption across all segments, Security remains a significant psychological barrier, particularly for older and lower-income demographics. Interestingly, the research reveals that Gender plays no statistically significant role in shaping digital attitudes, indicating a democratic shift in the region's e-commerce landscape. Conversely, Age and Income are powerful predictors of behavior; younger, higher-income consumers prioritize efficient website design and speed, whereas older respondents seek higher levels of trust and simplified interfaces. As the Indian e-retail market continues its trajectory toward a US$ 350 billion valuation, this study suggests that for e-retailers to succeed in Tier-2 and Tier-3 markets like Valsad, they must move beyond a "one-size-fits-all" approach. Strategies must focus on enhancing technical security transparency and optimizing user interfaces to cater to varying levels of digital literacy across generational groups.
1. Bhartiy, K. K., & Jaisawal, A. K. (2018). A study of consumer attitude towards online shopping. International Journal of Latest Technology in Engineering, Management & Applied Science, 7(9), 124–128. 2. Karpagam, S., & Rajakrishnan, V. S. (2022). Consumer attitude towards online shopping. Quing: International Journal of Commerce and Management, 2(1), 1–6. https://doi.org/10.54368/qijcm.2.1.0003 3. Fathima, S. N., Thaleswari, M., & Anisia, R. A. (2025). A study on consumer attitude towards online shopping (With special reference to Ramanathapuram district). International Journal of Creative Research Thoughts, 13(2). 4. Reddy Murali, S., & Mallikarjuna, V. (2014). Factors influencing consumer attitude towards online shopping in tier-II cities of A.P. MITS International Journal of Business Research, 1(1). 5. Santhy, D. S. (2022). A study on consumer attitude towards online shopping in Coimbatore district. International Journal of Scientific Development and Research, 7(11). 6. https://www.ibef.org/industry/ecommerce - current scenario in E-commerce industry in India.
Publication Date
5/2/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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