Document Type : Research Article

Authors

• V. LAVANYA DAMODHARAN ¹
• Dr. A. KRISHNAMOORTHY ²

¹ DEPARTMENT OF COMMERCE, V.M.R.F (D.U) – SALEM 9840288696

² ASSISTANT PROFESSOR DEPARTMENT OF COMMERCE, SCHOOL OF ARTS AND SCIENCE, AVIT CAMPUS – CHENNAI

Abstract

Consumer perception plays a major role in buying behaviour. Studies show that India has more rural
user internet than urban uses. Hence there is huge space for e-commerce business in rural area. The
aim of the study is to understand the perception of rural consumer of digital market in karamadai -
Coimbatore district. To analysis this study we have used multipliable regression technic. The result
comprises of factors that encourage and discourage the rural consumers to use online shopping, we
have also given few suggestions.

Keywords

• Consumer perception plays a major role in buying behaviour. Studies show that India has more rural
• user internet than urban uses