A STUDY ON THE SATISFACTION LEVEL OF CONSUMERS ON E-COMMERCE WEBSITES IN INDIA

Abstract

With advancement of Technology, E-commerce user and portals are increasing very rapidly in India. With increase in E-portal, the purchasing power and decision making power has increased, due to this switching speed has been increasing day by day which happens due to low satisfaction levels. In this research, I tried to analyze what are the main factors which are responsible for the satisfaction level of the consumers on the e-commerce websites. For proving this theory, primary research was conducted on 122 respondents. They were asked a range of questions from Image of the portal to the sales offers influencing their purchase decision. The major positive correlations between Satisfaction and discounts at 38%, with privacy/ security at 36%. But overall all the independent factors had a positive correlation with the dependant factor i.e. Satisfaction. And the primary data collected supported the calculations with a majority in favour of satisfaction level of the consumers using e-commerce websites