Journal of Contemporary Issues in Business and Government

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.