Effectiveness of E Tailing Among Rural Customers in TamilNadu

Abstract

The internet is increasingly playing a pervasive factor in India s commerce, and its influence is bound to expand both urban and rural consumers affecting their online rural shopping behavior. India s internet users to reach 627 million in 2019 on account of fast internet growth in rural areas, as revealed by market research agency Kantar, Indian Market Research Bureau (IMRB). 97 % of users use mobile phones to access the internet. The internet penetration in rural India has increased from 9 % in 2015 to 25 % in 2018, which has boosted online rural shopping. It is interesting to know that nowadays, the internet is widely used in small towns and villages where the users are accessing the internet daily to meet their entertainment and communication needs while indulging in online rural shopping. newlineWith the advent of the internet, India has seen a revolution in the online shopping market. Many Indians are moving online purchasing everything from apparel to furniture to dog food to electronics to what not. The massive e-commerce boon has changed the way urban people shop and is slowly but steadily changing the shopping landscape of rural Tamilnadu too. In recent years, rural markets have acquired significance, as the overall growth of the economy, has resulted in a substantial increase in the purchasing power of the rural communities. Certain distinctive features of the eCommerce industry such as cash on delivery mode of payment, Safe and secure payment modes, mobile commerce, and direct imports that reduce the costs significantly are in all probability going to bring about a swift expansion in the eCommerce industry in years to come. The new digital customers are becoming more thoughtful, knowledgeable, more demanding, and less tolerant. Therefore, e-tailers need to recognize customer s understandings for making better business decisions to ensure long-term profitability and sustainability. newline newline