Exploring Consumer Buying Behaviour in Online Retail: A Cross Platform Analysis of Amazon and Flipkart in Sagar City

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Cross-platform analysis reveals impacts of COVID-19 on online shopping preferences in Sagar City, highlighting consumer behavior shifts.

The COVID-19 outbreak has significantly altered consumer purchasing behavior, boosting online shopping among Sagar City residents.
Primary data collected from 302 local consumers reveals key factors in platform preference include product variety and return policies.
Structured questionnaires and secondary data sources supported the findings and validated consumer behaviour trends in e-commerce.
The study indicates growing online shopping trends, while also pointing to concerns like product quality and delayed deliveries.

Sahu et al. (2025) studied this question.

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