Digital Buyer Behaviour in B2C Model-An Empirical Research Study in Trichirappalli District of Tamil Nadu

The growth of the internet provided a virtual platform putting the buyers and sellers to make the sales through their websites. This enabled the people with different diversity, languages and reduced the distance by sitting at their places, E-Commerce emerged without any boundaries. Indian consumers who believe in touch and feel of the product now it has changed and accepted this technology to find and search their need and wants in digital mode. The study focused on the digital buyer behavior (B2C Model) helps the rationale for the consumers to select a product, to understand the response of the consumers towards the product and motivate the consumers to buy in turn to know their views in product innovations. Embarking the current scenario, the present study has been undertaken to assess the Digital Buyer Behavior in Tiruchirappalli district. The study adopted convenient sampling technique to get perception on digital purchase on the researcher's convenience and sample size under study constitutes 224 online buyers by using a well structured interview schedule. The present study focuses on the demographic variables, socio-economic conditions, findings related to internet purchase, findings related to website factors and the overall satisfaction towards digital purchase. The study found through factor analysis that the two factors "Security and privacy is maintained during Online Shopping by websites" and "Sites help to find out the lowest price in online shopping" were highly correlated and was named as security concerns and low price identification respectively. The consumers perceived a positive behavior towards digital purchase. Digital platform will alone run the business especially mobile-commerce in the years to come so online marketers should understand the consumers and do the best to get more satisfied consumes and sustain their consumers.