The rapid growth of digital technology and internet usage has significantly transformed consumer buying behaviour, leading to the widespread adoption of online shopping. This study aims to examine the factors influencing consumer preferences in online shopping and to analyse the relationship between consumer preferences and online purchase behaviour. The study is based on primary data collected from 89 respondents using a structured questionnaire. A descriptive research design and convenience sampling method were adopted. Statistical tools such as percentage analysis, correlation, and regression analysis were used with the help of SPSS software.

The findings of the study reveal that factors such as price, convenience, and product variety have a significant influence on consumer preferences, with convenience being the most dominant factor. Further, the study establishes a strong and positive relationship between consumer preferences and online purchase behaviour. The results indicate that higher consumer preference leads to increased online purchasing activity. The study concludes that understanding consumer preferences is essential for e-commerce businesses to enhance customer satisfaction and improve their marketing strategies. The insights derived from this study can assist online retailers in developing effective strategies to attract and retain customers.