ASSESSMENT OF FACTORS AFFECTING CUSTOMER PREFERENCES AND CUSTOMER SATISFACTION ON ONLINE SHOPPING EXPERIENCES IN DELHI NCR

Abstract

This study is on assessment of factors affecting customer preferences and customer satisfaction on online shopping experiences in Delhi NCR. It is mandated to look into the different aspects of e-shopping, from factors that determine the individual preferences, to those that influence satisfaction and some pain points that the customers experience. The objectives of the research are to look into what influences consumers' choice of e-commerce platforms, evaluate and assess the different aspects contributing to customer satisfaction in the online shopping experience, and explore common challenges faced by customers while shopping online. The study offers important insights into the dynamics of e-commerce platforms and consumer preferences through a thorough examination of these goals. A number of factors, such as frequency of purchases, price competition, app use, return policies, and delivery reliability and speed, affect customers' choice of e commerce platforms. According to the analysis, the majority of users give priority to platforms that provide easy-to-use payment methods including E-payments and Cash on Delivery (COD) (71%). One important feature that stood out was price competitiveness (58%); consumers favored platforms that provided a large selection of products at competitive prices. Customers also emphasized the importance of the user-friendliness of apps, the return policy, and the dependability and timeliness of delivery while choosing e-commerce platforms. The majority of consumers (77%) are satisfied with their online purchasing experiences, according to the study. Customer satisfaction is largely influenced by the usability of websites and mobile apps, the reliability and speed of deliveries, and the correctness and quality of the products. Platforms that provide high-quality products, timely and dependable delivery services, and user-friendly interfaces are highly valued by customers. These elements have a big impact on how satisfied consumers are with e-commerce sites overall. Although consumers are generally satisfied, there are a number of difficulties when they shop online. Common pain points experienced are poor product quality, complicated or nonexistent return processes, worries about payment security, language barriers, and improper item deliveries. These difficulties highlight how v critical it is to respond to consumer complaints and improve the online shopping experience by implementing stronger security measures, clear return procedures, and better-quality products. Several recommendations are put out in light of the findings in order to boost e commerce platform efficacy and raise customer satisfaction. The study further acknowledges limitations, which could affect how broadly the results can be applied, such as its limited sample size and resource limits. In order to offer more thorough insights into the tastes and behaviours of e-commerce customers, future research projects should address these shortcomings. The study concludes by highlighting the multifaceted nature of client preferences and issues in the e-commerce sector. E-commerce platforms may promote stronger client loyalty and drive sustainable growth in the cutthroat online marketplace by comprehending the variables impacting platform choice, improving components contributing to customer satisfaction, and addressing frequent issues experienced by customers.