FACTORS LIMITING RURAL CONSUMERS’ ATTITUDES TOWARD ONLINE BUYING WITH SPECIAL REFERENCE TO SOUTH SALMARA MANKACHAR DISTRICT OF ASSAM, INDIA

Abstract

Although online shopping has gained popularity not only in cities and towns, but also in rural India, there are several factors that have a negative impact on rural consumers' attitudes toward online shopping. The purpose of the present study is to investigate the factors that limit consumers' attitudes toward online shopping in Assam's South Salmara Mankachar, one of India's most backward and rural districts. The study is mainly based on primary data collected from a sample of 120 respondents using a structured questionnaire. Exploratory factor analysis generated five factors that limit consumers' attitudes towards online purchasing. These include issues with order cancellation, return/exchange, and after-sales service; delivery risk; website design; product risk; and a lack of trust and security.

The paper is based on original work, and the items on the questionnaire were found to be reliable after checking the Cronbach's Alpha value.  The use of exploratory factor analysis for the study is supported by the KMO measure of sample size adequacy and the Bartlett's Test of Sphericity. This study will not only assist future researchers by providing a literature on online shopping in rural areas, but it will also help online retailers in designing customer-driven strategies to boost customer loyalty and expand their rural customer base.