Digital Marketing and Online Shopping Behaviour: A Study of Consumer Preferences and Satisfaction in Vellore District

Abstract

Abstract Digital marketing has become closely associated with online shopping because consumers increasingly discover, compare and purchase products through internet-enabled platforms. This study examines online shopping behaviour and customer satisfaction in Vellore District, with particular attention to digital touchpoints, device preference, payment choice, platform preference, purchase frequency, influencing factors and service quality. The study is based on primary data collected through a structured questionnaire from 110 respondents using convenience sampling, supported by secondary sources. Percentage analysis and Chi-square analysis were used, while the original study also applied the Kolmogorov-Smirnov test for ranking online sellers. The findings show that advertisements were the major source of awareness (56%), smartphones were the preferred access device (64%), cash on delivery was the most used payment mode (40%) and Flipkart received the highest preference (39%). Convenience was the leading purchase influence (45%). The highest service-satisfaction response was for easy approach (46%), while 37% rated their overall online shopping experience as excellent. The study found no significant relationship between gender and purchase frequency, whereas educational qualification had a significant relationship with payment preference. The findings indicate that digital marketing efforts should be supported by convenient interfaces, credible information, secure transactions and reliable fulfilment to strengthen customer satisfaction and continued online engagement.