Understanding Rural Consumer Behavior: Online Shopping Decisions and Challenges

K. Rajalakshmi, K. Guru

Abstract: This study explores the online shopping behavior of rural consumers, focusing on their purchasing decisions, preferences, and challenges. With the increasing penetration of e-commerce platforms in rural areas, understanding the unique factors influencing consumer behavior is crucial. The research examines the impact of socioeconomic, technological, and cultural factors on their purchasing habits, alongside the barriers they face, such as limited internet access, trust issues, and logistical constraints. By analyzing these aspects, the study aims to provide actionable insights for e-commerce platforms to enhance their accessibility and service quality, thereby fostering inclusivity and improving the overall online shopping experience for rural consumers.

Keywords: Rural consumers, Online shopping behavior, Purchasing decisions, E-commerce challenges, Consumer inclusivity

How to Cite?: K. Rajalakshmi, K. Guru, "Understanding Rural Consumer Behavior: Online Shopping Decisions and Challenges", Volume 14 Issue 11, November 2025, International Journal of Science and Research (IJSR), Pages: 1945-1949, https://www.ijsr.net/getabstract.php?paperid=SR251128220059, DOI: https://dx.doi.org/10.21275/SR251128220059