Consumer behaviour analysis is the study of individuals or groups with regards to their process of selecting, procuring and using the products and services and the way they perceive the value they get out of them. The aim of this study is to understand the online purchase pattern and post purchase level of satisfaction of two consumer groups from two different regions of the state of Punjab. There are millions of people online at the same time and they all are potential consumers for the online marketers. Thus, it is important for the organizations to understand what are the needs and wants of their potential customers. Different people might have different utility from the same product. These differences can be seen more specifically when considered between two different sets of consumers. The study was conducted among the rural and urban consumers in Punjab and the data was collected with the help of structured questionnaire from a sample of 300 online shoppers. Collected data was analyzed with the help of Chi-square test and t-test. The results suggested that there exists significant difference among the two sets of consumers with respect to their online purchase pattern; but post purchase level of satisfaction remains same for both.
Consumer behaviour, Online purchase pattern, Post purchase behaviour, Online shopping, Rural and urban consumers in Punjab
