Analysis

We developed a comprehensive questionnaire comprising 14 questions, each meticulously

threaded from different point of views to have an overall lookout to all possible lookouts
regarding our selected topic, encompassing both qualitative (open-ended) and quantitative
(closed-ended) formats. This instrument was meticulously designed to capture the nuanced
perceptions of the general public regarding e-commerce platforms and online shopping
practices Respondents were selected from diverse socio-economic backgrounds and
demographic profiles, ensuring a representative spectrum of perspectives on various aspects of
e-commerce, quick commerce, and digital retail applications—with particular emphasis on
their tangible impact on everyday life. Following the construction of the questionnaire and the
execution of an extensive field survey involving numerous individuals, we acquired first-hand
experiential insights into human attitudes and behavioural tendencies in relation to the chosen
subject. This process revealed both anticipated responses and unexpected answers that
extended beyond our initial scope of assumptions. Subsequently, the collected data were
subjected to preliminary statistical analysis and visualized through basic graphical
representations, enabling a structured interpretation that guided us towards the formulation of
a coherent theoretical framework.

This research project seeks to examine and critically interpret the perceptions, experiences, and
behavioural tendencies of consumers toward e-commerce, quick commerce, and online
shopping applications. The core objective is to understand how these digital retail platforms
are influencing the everyday lives of individuals across a diverse range of socio-economic and
demographic contexts. To achieve this, we designed a structured questionnaire consisting of 14
items, comprising 60% open-ended (qualitative) and 40% closed-ended (quantitative)
questions and while analysing the questions, for close ended questions we took a sample of 90
people and for open ended questions we took 20 samples, as most of them did not had a proper
synchronisation and where also ambiguous in nature. This strategic distribution allows us to
not only quantify general trends but also capture deeper, nuanced insights that emerge through
personal narratives and subjective responses. The study emphasizes identifying both expected
and unanticipated patterns in consumer engagement with online commerce—ranging from
convenience and accessibility to issues of trust, satisfaction, and digital literacy. By
incorporating perspectives from a heterogeneous respondent base, the project aims to generate
a comprehensive understanding of how digital commerce reshapes consumer behaviour,
routines, and decision-making processes. The empirical findings, analysed through preliminary
statistical and visual methods, will contribute to the formulation of a robust theoretical
framework that may serve both academic inquiry and practical policy formulation in the rapidly
evolving domain of digital consumer culture.

This section presents the survey findings based on the responses of 90 respondents. The results
are categorized according to the research objectives.

This section presents the survey findings based on the research of 90 respondents. The results
are categorized according to research objectives.

Objective-1) The objective of including name, gender, and age as demographic information in
the survey is to gather basic participant details for segmentation and to analyze any potential
patterns or differences in responses based on these factors.

• To demonstrate gender as a demographic information

• To demonstrate age as a demographic information

Objective-2) To Understand the usage of E- Commerce applications in their daily
(Quantitative)

Sampling — Multiple Choice, Likert; Purposive — Targeted Respondents: common people)

Question 1- How frequently do you use online shopping or e-commerce applications?

Option Description Count Percentage (%) Ratio

a Daily 9 10.00% 9:90
 b Weekly 25 27.78% 25:90
c Monthly 31 34.44% 31:90
d Rarely 25 37.78% 25:90

Analysis - Usage of E-Commerce applications

The pie chart and table represent the frequency at which people engage in a certain activity. A
total of 90 participants were surveyed, and their responses were categorized into four groups:
Daily, Weekly, Monthly, and Rarely. The majority of respondents (34.44%) reported doing
the activity monthly, making it the most common frequency. Weekly and Rarely responses
were equal, each making up 27.78% of the total, indicating that a significant portion of
participants engage in the activity either moderately or infrequently. Only a small fraction
(10%) said they do the activity daily, suggesting that it is not commonly part of most people's
daily routine.

Question 2- If you are into e commerce or online shopping, which application you often use
to order your favourable products?

Option Description Count Percentage Ratio

a Zepto 3 3.33% 3:90
b Blinkit 27 30.00% 27:90
c Swiggy 9 10.00% 9:90
Instamart
d All of the them 20 22.22% 20:90
 e Others 30 33.33% 30:90

Analysis - Most used E-Commerce applications

The data reveals which e-commerce applications are most frequently used by respondents to
purchase their preferred products. Among the available options—Zepto, Blinkit, Swiggy
Instamart, all of them, and others—the responses reveal notable trends in user preference and
market reach. The data indicates that the majority of respondents, approximately 33.33
percent, selected 'others' as their primary choice, suggesting a strong inclination toward
diverse or region-specific platforms not listed among the major players. Blinkit follows with
30 percent of the responses, reflecting its substantial penetration in the rapid delivery
segment. The option 'all of them' garnered 22.22 percent, implying a significant overlap in
consumer usage across multiple platforms. Swiggy Instamart, with 10 percent, and Zepto,
with only 3.33 percent, demonstrate relatively lower preference. This distribution underscores
the competitive and fragmented nature of the e-commerce market, highlighting user
adaptability and the evolving landscape of consumer trust and convenience.

Question 3- According to your experiences, has online marketing provided you with better
quality of products?
c

Option Description Count Percentage % Ratio

a Better than local 33 36.67% 33:90
market
b Local markets 3 3.33% 3:90
are better
c Neutral 54 60.00% 60.00%

Analysis - The comparison of local and online market.

The data examines whether respondents perceive the quality of products obtained through
online marketing as superior to those available in local markets. The responses reveal a clear
inclination toward neutrality, with 60 percent indicating no discernible difference in quality
between online and offline purchases. This dominant neutral stance suggests that a significant
portion of consumers do not find online platforms to be either distinctly better or worse in
terms of product quality, reflecting a state of functional equivalence in consumer perception.
However, 36.67 percent of respondents affirm that online shopping provides better quality
than local markets, which may be attributed to curated product selections, branded options,
and user reviews that influence purchasing decisions. Only a marginal 3.33 percent believe
that local market commodities are superior, indicating a diminishing skepticism toward
digital commerce. Overall, the data suggests a growing acceptance of e-commerce as a viable
and reliable alternative to traditional retail, especially regarding product standards.
Question 4- E-commerce apps provide a larger variety of products- What is you take on it?

Option Description Count Percentage% Ratio

a Wider range, 59 65.65% 59:90
reasonable price
b Wider range, 15 16.67% 15:90
expensive
c No wider range 5 5.56% 5:90
d Same as local 11 12.22% 11:90
stores
Analysis- Question 4 provides a compelling insight into how consumers perceive the product
variety available on e-commerce platforms compared to traditional markets. The data reveals
a powerful majority—65.56 percent of respondents—believe that e-commerce apps offer a
significantly wider range of products, often paired with reasonable prices. This response
speaks volumes about the digital marketplace's evolving identity. For many users, these
platforms serve as gateways to a more diverse and inclusive shopping experience, breaking
barriers of geography and availability. They allow consumers to explore everything from
household essentials to niche international goods, often at the tap of a screen. This
convenience, combined with competitive pricing and algorithm-driven suggestions, creates a
tailored experience that traditional shopping spaces may struggle to match. Interestingly,
16.67 percent of participants also recognize this diversity but express concerns regarding
price, suggesting that while variety may be abundant, affordability is not always guaranteed.
This group likely includes cost-conscious users who are sensitive to fluctuating delivery
charges, inflated MRP listings, or hidden service fees that can make online purchases less
economical than expected. A much smaller portion, 5.56 percent, outright denies the claim
that e-commerce platforms offer a wider range of goods. This skepticism could stem from
limited exposure to online shopping or a strong preference for the tangible, trust-based nature
of local buying. These individuals may find local markets more responsive, reliable, or
familiar. Lastly, 12.22 percent feel that all products available online are already present in
nearby convenient stores, implying a perceived redundancy in e-commerce. This sentiment
often arises in well-developed urban areas where brick-and-mortar stores stock a robust
inventory, or among older demographics less influenced by the digital shift.

Question 5- How often do you see e-commerce advertisements?

Option Description Count Percentage Ratio

a Very frequently 25 27.78% 25:90
b Frequently 38 42.22% 38:90
c Neutral 16 17.78% 16:90
d Not frequently 10 11.11% 10:90

Analysis - Analyses - The data shows how frequently consumers encounter advertisements
for e-commerce platforms, and the responses provide a revealing glimpse into the digital
advertising ecosystem and its pervasive reach. The data shows that 42.22 percent of
respondents encounter such advertisements frequently, while another 27.78 percent
experience them very frequently. Combined, these two categories account for nearly 70
percent of the participants, underscoring the immense saturation of e-commerce promotions
across media platforms. Whether through social media, search engines, streaming services, or
app notifications, advertisements for online shopping are a daily presence in the digital lives
of consumers. This level of exposure suggests aggressive marketing strategies by e-
commerce firms aimed at reinforcing brand recall, driving app engagement, and prompting
impulse buying behaviors. Meanwhile, 17.78 percent of respondents described their exposure
as neutral, indicating a moderate awareness or possibly a filtering out of such content due to
ad fatigue or digital ad blockers. The remaining 11.11 percent claimed not to see such
advertisements frequently. This minority may consist of users who spend less time online, use
platforms that limit ad placements, or intentionally avoid commercial content.

The data suggests that e-commerce advertising has become a near-constant backdrop to the
online experience. Such omnipresence could have both positive and negative effects—while
it can drive sales and brand loyalty, it can also lead to desensitization, where users become
immune to the messaging due to its sheer volume. This phenomenon, known as "banner
blindness," can hinder the effectiveness of even the most targeted campaigns.

Furthermore, the widespread visibility of e-commerce ads reveals the extent to which
shopping has become intertwined with digital culture. The presence of personalized
promotions, flash sale announcements, and influencer-driven marketing campaigns
contributes to a consumer environment where shopping is no longer confined to specific
times or needs—it is continuous, contextual, and algorithmically guided.
Question 6 - People often use online apps for consuming daily necessities these days, do
people still prefer the local market? (Departmental stores or online)

Option Description Count Percentage Ratio

a Yes 45 50% 45:90
b No 7 7.78% 7:90
c Sometimes 38 42.22% 38:90

Analysis - Question 6 examines the data whether people still prefer local markets despite the
convenience of e-commerce platforms. The responses present a nuanced picture. A significant
portion—50 percent—affirm their preference for local markets, highlighting the enduring
relevance of physical retail, particularly for daily necessities and the assurance of immediate
product availability. This suggests that despite the digital shift, traditional markets retain
strong cultural and practical value, often associated with trust, tactile selection, and personal
interaction. Conversely, 42.22 percent of respondents chose "sometimes," indicating a hybrid
consumer behaviour. These users likely oscillate between online and offline modes depending
on context, such as urgency, product type, or delivery feasibility. Only 7.78 percent
completely rejected local markets, signalling a smaller demographic that has fully embraced
digital shopping, possibly due to lifestyle convenience or urban infrastructure. This
distribution reflects a transitional phase in consumer habits, where e-commerce is growing
but has yet to fully displace the everyday reliability and familiarity of local markets.
Question 7 - In this era of “Digital India”, which payment method do you use while buying
from e-commerce apps?

Options Description Count Percentage Ratio

a UPI (Google 50 55.56% 50:90
pay, PhonePe
etc.)
b COD (Cash 18 20% 18:90
on Delivery)
c Debit/Credit 6 6.67% 6:90
Card
d All of the 16 17.78% 16:90
above
Analysis - The data offers a detailed lens into the evolving payment preferences of Indian
consumers in the context of e-commerce transactions. The results illustrate a strong lean
toward digital financial tools, with 55.56 percent of respondents stating that they primarily
use UPI platforms such as Google Pay, PhonePe, or Paytm when making online purchases.
This figure not only marks a significant behavioral shift but also underscores the deep
penetration of UPI into everyday financial habits. Its appeal lies in its simplicity, near-instant
processing, and seamless integration with mobile apps, making it an attractive option for
users across both urban and semi-urban landscapes. Cash on Delivery (COD), though once
the dominant mode in the early days of Indian e-commerce, now accounts for 20 percent of
responses. This figure reflects a lingering preference for tangible transactions, often driven by
trust issues, digital literacy barriers, or the desire to inspect products before payment. COD
continues to play an essential role in areas where digital infrastructure or consumer
confidence in online payments may be limited. A notable 17.78 percent of respondents
selected “All of the above,” indicating an adaptive consumer base that uses multiple payment
options depending on the situation. This flexibility suggests that users are not bound by
preference alone but make decisions based on factors such as delivery timelines, product
categories, platform reliability, and available offers or cashback incentives. Interestingly, only
6.67 percent of users reported using debit or credit cards exclusively. This is a telling statistic,
as it reflects a declining dependence on older digital payment systems, which often involve
more steps, OTP authentication, and less integration with modern app-based platforms. It
may also suggest growing concerns around card security and data theft, which are less
pronounced in UPI due to its dynamic security protocols and transaction-specific
authorization.

Question 8 - Do you have any idea that online apps/ shopping provide employment?

Options Description Count Percentage Ratio

a Supply Chain 24 26.7% 24:90
b Delivery Chain 58 64.4% 58:90
c IT Department 8 8.9% 8:90

Analysis - The data explores the public’s awareness of employment opportunities generated
by the e-commerce industry, revealing how consumers perceive the broader socio-economic
impact of online shopping platforms. The responses reflect a moderately informed user base
with varying degrees of awareness about the sectors that support e-commerce operations. A
majority—64.44 percent of respondents—identified the delivery chain as a key area of
employment. This response suggests that the most visible layer of the e-commerce workforce,
the delivery personnel who interact directly with customers, shapes public perception most
strongly. Their consistent presence and essential role in order fulfillment make them the most
recognizable representatives of the sector.

Meanwhile, 26.67 percent of participants acknowledged the supply chain as another source of
employment. This group appears to have a deeper understanding of the logistics ecosystem
behind the scenes—such as warehousing, procurement, packaging, and distribution—
indicating awareness that the functionality of e-commerce extends far beyond last-mile
delivery.

Only 8.89 percent of respondents recognized the IT department as a source of employment

within the industry. This comparatively low figure may reflect the invisible nature of
technological infrastructure and the back-end workforce that maintains app performance,
cybersecurity, and data analytics. While crucial to the functioning of any digital platform,
these roles often go unnoticed by the average user.

The responses to Question 8 collectively suggest that while users recognize the employment-
generating capacity of e-commerce, their awareness tends to align with what is immediately
visible or tangible. This highlights a need for greater public education around the
multifaceted nature of digital commerce and the extensive human capital that sustains it—
from coders and data engineers to supply managers and fulfillment staff. As e-commerce
continues to expand, bridging this awareness gap could not only enhance appreciation for the
industry but also inspire wider participation in its growing job market.

Question 10 – According to you what more features can be added to online marketing apps to
make it more user friendly?

Options Description Count Percentage Ratio

 a Betterment of 8 8.9% 8:90
user interface
b 24/7 delivery 17 18.9% 17:90
c Decrement of 33 36.7% 33:90
service charges
d Delivery in 32 35.6% 32:90
remote area

Analyses - Adding more features in E-Commerce applications

The data investigates which features consumers believe should be added to e-commerce apps
to enhance user-friendliness. The responses indicate a clear demand for practical
improvements. The most preferred option, chosen by 36.67 percent of respondents, is the
reduction of service charges—highlighting price sensitivity and the perception that added
fees often diminish the value of online shopping. Close behind, 35.56 percent of users
support the expansion of delivery services to remote areas, reflecting the need for broader
accessibility and inclusivity in e-commerce operations.

A smaller yet significant 18.89 percent favor the introduction of 24/7 delivery, suggesting a
growing expectation for round-the-clock convenience, particularly among urban users. Only
8.89 percent prioritize the betterment of user interfaces, indicating that most users find
current interfaces sufficient or that cost and service logistics weigh heavier in shaping user
experience.

In essence, the data shows that affordability and access now define user expectations more
than aesthetics or design.

Objective 3 - Opinion on the experience of the people after using E-Commerce application
(Qualitative — Open-Ended; Purposive — understanding the experience of the people).

Question 11 - In case of a faulty product purchase, which mode of shopping did you
experience better customer treatment?
Analysis - Experience relation with customer care

The data explores consumer experiences and preferences regarding customer service in
situations involving faulty product purchases, comparing the effectiveness of online and
offline shopping modes. The analysis draws on a sample of 19 respondents, with 57.89%
indicating that offline shopping offers better customer service in such cases. This majority
highlights a continuing trust in the traditional retail experience, where customers are able to
directly interact with sellers, inspect products, and seek immediate redressal of grievances.
The personal engagement and immediacy associated with offline service channels likely
contribute to this preference, particularly when dealing with issues that require negotiation or
instant resolution.

On the other hand, 36.84% of respondents expressed satisfaction with online customer
service, reflecting the growing trust in the evolving infrastructure of e-commerce platforms.
Over the past few years, major online retailers have significantly improved their after-sales
service through features such as live chat support, easy return policies, and refund
mechanisms. These systems are becoming increasingly efficient and user-friendly, especially
for digitally literate consumers who are accustomed to navigating app-based service
interfaces. However, the gap in perceived reliability persists, suggesting that online platforms
still have work to do in matching the perceived accountability and effectiveness of offline
retail environments.

A small portion of the sample, 5.26%, held a neutral stance, which could be attributed to
either limited encounters with faulty products or comparable experiences across both modes.
Their neutrality underscores that while service quality may vary, personal experience remains
a critical determinant of preference.

In conclusion, the data reflects that despite the convenience and technological sophistication
of e-commerce, offline shopping continues to be seen as more dependable in scenarios
involving product issues. For online retailers, this presents an opportunity to further develop
and promote their customer service capabilities, not just in policy but in practice, to close the
trust gap and enhance consumer confidence.
Question 11 - During festivals and on certain occasions e commerce apps comes up with
good offers and coupons which tends to buy more things than they usually buy? What’s your
take on it? (big billion days, end of reason sale, great Indian festival……)

Analysis - Understanding human tendencies towards E-Commerce marketing tactics

The data examines consumer behavior in response to promotional offers and discounts
provided by e-commerce platforms during festive seasons and special sales events, such as
the Big Billion Days or the Great Indian Festival. Out of 20 respondents, 45% stated that such
promotional campaigns do not significantly influence their purchasing decisions. This group
likely represents consumers who adopt a more calculated or needs-based approach to
shopping, demonstrating resistance to marketing-driven impulses. Their responses suggest a
growing segment of digitally aware users who may recognize the psychological strategies
employed during these events and choose to prioritize necessity over promotional appeal.
Conversely, 35% of respondents acknowledged that they are influenced by festive offers,
indicating that a considerable proportion of the population remains receptive to strategic sales
initiatives. These individuals are more likely to increase their spending during discount
periods, often purchasing products they may not have otherwise considered. For e-commerce
businesses, this segment represents a lucrative market during festival seasons, as these
consumers actively seek deals and are motivated by the perception of value and urgency
created by time-bound offers and coupons.

The remaining 20% maintained a neutral stance, suggesting variability in behavior depending
on factors such as the nature of the product, timing, or overall affordability. Their neutrality
might also reflect occasional responsiveness, wherein the influence of promotional sales is
neither consistent nor entirely absent.

This distribution reflects a nuanced understanding of consumer psychology. While nearly half
of the respondents demonstrate resistance to promotional influence, a significant portion still
responds to marketing tactics, underscoring the ongoing relevance of seasonal campaigns.
For marketers and e-commerce platforms, this emphasizes the importance of creating more
personalized, transparent, and genuinely value-driven offers to appeal to both impulsive and
discerning shoppers. Enhancing trust and aligning promotions with real customer needs may
yield more consistent engagement across consumer segments.

Questions 12 - Due to these online shopping platforms the relevance of local shops and street
vendors is declining, what is your opinion on this?
Analysis - Understanding the local relevance shop Data explores respondents’ perspectives
on whether the rise of online shopping platforms is contributing to the decline in the
relevance of local shops and street vendors. Among the 20 participants surveyed, 45% agreed
that online shopping has led to a decline in traditional retail formats. This viewpoint
underscores a growing concern that the convenience, competitive pricing, and extensive
product availability offered by e-commerce platforms are diminishing the role of local
vendors in the consumer economy. The accelerated adoption of digital shopping during and
after the Covid-19 pandemic appears to have compounded this trend, particularly in urban
settings where internet access and digital literacy are more prevalent.
Question 13 - During post covid era the usage of e commerce apps has increased. Share your
opinion.

Analyses - Understanding the change in E-Commerce after COVID-19

The data focuses on the perceived change in the usage of e-commerce applications in the
post-Covid era. Among the 20 respondents, 70% reported an increase in their use of such
platforms, reflecting a lasting shift in consumer behavior influenced by the pandemic. The
rise in digital dependency during lockdowns appears to have introduced many users to the
convenience and efficiency of online shopping, a habit that has continued even after
restrictions were lifted.

Only 15% of respondents felt that their usage had not increased, suggesting that a small
segment either maintained consistent online habits before the pandemic or continues to prefer
traditional methods. Another 15% expressed neutrality, which may reflect occasional use or a
lack of significant change in shopping behavior.

The data illustrates that for the majority, the post-pandemic period marked a clear transition
toward digital commerce. This trend emphasizes the need for e-commerce platforms to
sustain user engagement through reliability, ease of use, and personalized experiences.
Question 14 - We agree to the ‘Terms & Condition’ of the E- commerce apps without reading
them, this possesses a threat to your personal data leakage – What steps do you take to
prevent it.

Analysis - Security and scam prevention

The data addresses a critical aspect of digital consumer behavior: the extent to which users
engage with the terms and conditions of e-commerce platforms and their awareness of the
potential risks associated with not doing so. Out of 20 respondents, 55% reported that they do
read the terms and conditions before agreeing to them. This figure, which is notably higher
than commonly assumed in broader user behavior studies, may indicate a rising awareness of
privacy and data protection among users, particularly in light of increased discourse around
digital safety, cyber fraud, and misuse of personal information.

On the other hand, 45% of respondents admitted to not reading the terms and conditions. This
substantial minority reflects a more familiar and widespread pattern of online behavior,
where users often accept agreements without scrutiny due to their length, complexity, or
perceived lack of immediate consequence. This tendency, while convenient, leaves users
vulnerable to sharing data with third parties, unknowingly consenting to service limitations,
or being unaware of refund and dispute policies.
The nearly even split in responses suggests a transitional stage in user consciousness. As
online platforms continue to integrate more deeply into everyday life, the demand for
transparency and user education becomes more urgent. E-commerce companies should
consider implementing simplified summaries, visual highlights of critical clauses, or
mandatory acknowledgment of specific sensitive points to foster more informed consent.
Additionally, digital literacy initiatives could further bridge the gap, ensuring that all users
understand the rights and risks embedded in the services they use.

FINDINGS AND ANALYSIS

This section presents the key findings derived from the responses of 90 participants surveyed
across diverse socio-economic and demographic groups. Data have been thematically
categorized according to core research objectives, with both qualitative and quantitative
responses interpreted using socio-cultural, behavioural, and economic lenses. This structured
approach aids in tracing user attitudes toward digital commerce in contemporary India and
situates them within a broader narrative of technological transition and everyday consumer life.

________________________________________

Objective 1: To Examine the Frequency and Nature of E-Commerce Usage

Q1 – Frequency of Online Shopping Usage

Findings:

The survey revealed that a plurality of respondents (34.44%) use e-commerce platforms on a
monthly basis, with weekly and rare usage tied at 27.78%, and only 10% using them daily.

Interpretation:

This suggests that while digital shopping has entered mainstream behaviour, it has not yet
become a daily utility for most. The sporadic frequency likely reflects dependence on e-
commerce for non-essential purchases or specific occasions. Daily use remains niche, likely
confined to younger demographics and urban digital natives.

________________________________________
Objective 2: To Explore Application Preferences and Consumer Perceptions

Q2 – Most Frequently Used Applications

Findings:

A significant 33.33% opted for “Others,” suggesting reliance on local or specialized platforms
not listed, while Blinkit (30%) and the "All of them" category (22.22%) highlight platform
multiplicity.

Interpretation:

This fragmentation illustrates the diverse ecosystem of quick-commerce and niche platforms
catering to region-specific needs. The data also reflect user adaptability and the non-
monopolistic nature of the Indian e-commerce market.

________________________________________

Q3 – Perceived Product Quality of Online vs Local Markets

Findings:

60% expressed a neutral stance, while 36.67% saw online markets as superior.

Interpretation:

A dominant neutrality signifies a perceived equivalence in quality, challenging the dichotomy

between traditional and digital marketplaces. The fact that over one-third favour online quality
underscores the growing credibility of digital platforms, possibly linked to curated listings and
user reviews.

________________________________________

Q4 – Variety of Products on E-Commerce Apps

Findings:

65.56% affirmed the wider variety and reasonable pricing on digital platforms.

Interpretation:
This highlights the core strength of e-commerce—algorithmic abundance and extensive
inventory reach—particularly appreciated by price-sensitive users. However, concerns over
pricing (16.67%) indicate that access does not always translate to affordability, hinting at
underlying economic stratification in digital access.

________________________________________

Objective 3: To Assess Advertising Influence and Digital Habits

Q5 – Frequency of Advertisement Exposure

Findings:

70% (combined) noted frequent or very frequent exposure to e-commerce advertisements.

Interpretation:

This suggests a highly saturated digital environment where e-commerce is algorithmically

embedded into digital routines. However, such omnipresence raises the spectre of “advertising
fatigue”, where overstimulation may erode brand loyalty rather than reinforce it.

________________________________________

Objective 4: To Examine Consumer Preferences Between Local and Digital Commerce

Q6 – Continued Preference for Local Markets

Findings:

50% prefer local markets; 42.22% oscillate (“sometimes”).

Interpretation:

The data underscore the resilience of physical retail—driven by immediacy, human trust, and
tactile engagement. Consumers are not simply digital adopters but hybrid actors, making
context-specific choices.

________________________________________

Q7 – Preferred Payment Methods

Findings:

UPI dominates (55.56%), while COD (20%) retains relevance.

Interpretation:

India’s digital payment revolution is clearly rooted in UPI convenience, yet COD’s continued
use highlights trust deficits and digital exclusion in certain segments. The marginal use of cards
(6.67%) signals declining relevance of older fintech models.

________________________________________

Objective 5: Understanding Socio-Economic Perceptions Around E-Commerce

Q8 – Awareness of Employment via E-Commerce

Findings:

64.4% identified the delivery chain, 26.7% the supply chain, only 8.9% the IT sector.

Interpretation:

Public understanding of e-commerce employment remains surface-level, focused on visible

labour. The invisibility of backend tech labour calls for greater digital literacy around
employment diversity and platform economies.

________________________________________

Objective 6: Consumer Expectations and Feature Preferences in E-Commerce Platforms

Q9 – Awareness of Employment Generation via E-Commerce

Findings:

Respondents identified three major employment sectors enabled by e-commerce:

Delivery Chain: 64.4%

Supply Chain: 26.7%

IT Department: 8.9%
Interpretation:

Public awareness of the employment infrastructure supporting e-commerce appears heavily

skewed toward the visible, front-facing layer—delivery. The high visibility of delivery personnel
fosters recognition, whereas the less tangible yet critical roles in supply chain logistics and IT
remain underappreciated. This skew reveals a gap in public understanding of platform
economies, where back-end operations are integral yet rarely acknowledged. The low awareness
of IT employment (8.9%) is particularly telling in a "Digital India" context, pointing to the
invisibility of technical labour and a need for wider awareness campaigns about digital careers
and infrastructure.

Q10 – Desired Features for User-Friendliness in E-Commerce Apps

Findings:

Decreased Service Charges: 36.7%

Delivery in Remote Areas: 35.6%

24/7 Delivery Services: 18.9%

Improved User Interface: 8.9%

Interpretation:

The preferences outlined in this question foreground the functional priorities of users over
aesthetic or interface-based concerns. Price sensitivity dominates user expectations, as seen in
the demand for lower service charges (36.7%), which reflects the broader economic context of
Indian digital consumers. Simultaneously, nearly as many respondents (35.6%) emphasized
inclusivity through logistical expansion, i.e., delivery in remote areas—highlighting the demand
for geographic equity in digital retail access. Surprisingly, fewer respondents prioritized 24/7
services or UI improvements, suggesting that affordability and accessibility continue to shape
user satisfaction more than visual or experiential refinements. This insight could inform policy
design and app development, prioritizing economic justice and rural integration over cosmetic
upgrades
________________________________________

Objective 7: Experiences and Consumer Psychology in Digital Commerce

Q11 – Customer Service: Online vs Offline

Findings:

57.89% found offline service superior; 36.84% trusted online.

Interpretation:

Trust remains anchored in physical immediacy, particularly in conflict-resolution scenarios.

While online services have evolved, relationality and accountability are still better embodied in
offline systems.

________________________________________

Q12 – Influence of Festive Offers

Findings:

45% reported no influence, 35% were positively influenced.

Interpretation:

This illustrates a bifurcation in consumer psychology: impulse buyers versus rational resistors.
While digital marketing thrives on urgency, a sizable cohort remains critical and strategic,
resisting algorithmic manipulation.

________________________________________

Q13 – Post-COVID Shift in E-Commerce Usage

Findings:

70% reported increased usage.

Interpretation:
The pandemic catalyzed a permanent behavioural transition. Digital consumption has evolved
from contingency to convenience, embedding itself into routine economic life.

________________________________________

Q14 – Awareness of Data Risks in T&C Agreements

Findings:

55% read T&Cs; 45% do not.

Interpretation:

This reflects a nascent data awareness, with users gradually acknowledging the implications of
consent and privacy. However, the large minority still unaware of legal implications highlights
the urgent need for digital rights education.

________________________________________

SYNTHESIS AND GAP IDENTIFICATION

The findings collectively present a nuanced portrait of digital consumerism in India. While e-
commerce platforms enjoy widespread adoption, this engagement is fragmented, shaped by
class, convenience, and cultural trust. Users are simultaneously technologically adaptive and
emotionally tethered to traditional markets. Moreover, although digital literacy is rising, there
exists a significant information gap in backend processes, cybersecurity, and consumer rights.
The study identifies a crucial need for integrated digital education, infrastructural expansion,
and ethical marketing to bridge this divide and ensure inclusive growth within India's digital
economy.