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International Journal of Science, Strategic Management and Technology

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A STUDY ON RURAL CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING: EVIDENCE FROM VILLAGES AROUND RENIGUNTA AND YERPEDU ANDHRA PRADESH

AUTHORS:
Dr. K. Tirumalaiah
Mentor
Dr. Jayakranth Rapoori
Affiliation
Department of MBA ,Annamachrya Institute of Technology and SciencesSiddharth Institute of Engineering & Technology, Autonomous, Puttur ,Tirupati
DOI: 10.55041/ijsmt.v2i3.159
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

The expansion of digital infrastructure and e-commerce platforms has significantly influenced consumer behaviour in India. However, rural adoption remains uneven. This study examines awareness, motivations, barriers, and satisfaction levels of rural consumers towards online shopping in Tirupati district, Andhra Pradesh. Using a sample of 267 respondents, the findings reveal high awareness but moderate usage, with price and product variety as key drivers. Major challenges include digital illiteracy and difficulty in using online payment systems. The study suggests targeted digital literacy programs and simplified payment systems to enhance rural participation in e-commerce.


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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 03
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Mar 20 2026
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Tirumalaiah, K. (2026). A Study on Rural Consumer Behaviour Towards Online Shopping: Evidence from Villages Around Renigunta and Yerpedu Andhra Pradesh. International Journal of Science, Strategic Management and Technology, 02(03). https://doi.org/10.55041/ijsmt.v2i3.159

Tirumalaiah, K.. "A Study on Rural Consumer Behaviour Towards Online Shopping: Evidence from Villages Around Renigunta and Yerpedu Andhra Pradesh." International Journal of Science, Strategic Management and Technology, vol. 02, no. 03, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i3.159.

Tirumalaiah, K.. "A Study on Rural Consumer Behaviour Towards Online Shopping: Evidence from Villages Around Renigunta and Yerpedu Andhra Pradesh." International Journal of Science, Strategic Management and Technology 02, no. 03 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i3.159.

References
1.Gaikwad, V. (2015). Factors influencing online shopping behavior.

2.Nielsen. (2020). Impact of COVID-19 on consumer behaviour.

3.Santhi, R., & Gopal, R. (2018). A study on consumer behaviour towards online shopping.

4.Singhal, S., & Patra, S. (2018). Consumer perception towards e-commerce websites.

5.Sureshkumar, K. (2017). Rural consumer behaviour towards online shopping.
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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