A STUDY ON CONSUMER SATISFACTION TOWARDS ONLINE SHOPPING WITH SPECIAL REFERENCE TO KALYANA KARNATAKA

This study examines consumer satisfaction in the context of online shopping, with a focus on Flipkart, one of India's leading e-commerce platforms. The research explores various factors that influence consumer satisfaction, including time-saving features, product variety, discounts, pricing, delivery speed, and the impact of social media on purchasing decisions. A sample of 150 respondents was surveyed using a structured questionnaire, with data analysed through statistical tools such as pie charts and tables. The results indicate that younger consumers, particularly those under 30, and female shoppers constitute the majority of online shoppers. Social media was identified as the most significant medium influencing purchasing behaviour, surpassing traditional channels such as television and newspapers. Key findings highlight the importance of fast delivery, competitive pricing, and a wide variety of product options in driving consumer satisfaction. The study also reveals that concerns about online payment security and return policies remain barriers to achieving full customer satisfaction. Based on the findings, the study suggests that e-commerce platforms can improve customer trust and loyalty by enhancing payment security, streamlining return policies, and leveraging social media for personalized marketing. The study concludes by emphasizing the role of consumer satisfaction in maintaining a competitive advantage in the growing online retail sector. KEYWORDS: Consumer satisfaction, online shopping, e-commerce, Flipkart, purchasing behaviour, product variety, discounts, social media influence, delivery speed, payment security, return policies, customer loyalty, demographic trends.