A COMPARATIVE STUDY ON CONSUMER PREFERENCE AND SATISFACTION TOWARDS E-COMMERCE PLATFORMS AMAZON AND FLIPKART

The rapid expansion of e-commerce in India has transformed consumer purchasing behavior, with Amazon and Flipkart emerging as dominant players. The main objective of the study is to analyse consumer preferences and satisfaction levels toward these platforms. Key factors such as product variety, pricing, delivery efficiency, website usability, customer service, and return/refund policies were examined in the study to find out the level of satisfaction and preference of the consumers. The research aims to identify the strengths and weaknesses of both platforms and how these factors influence consumer choice. Primary data was collected through a sample of 120 respondents from the different locations from in and around of Coimbatore District, while secondary data was gathered from existing literature. Statistical tools were used for data interpretation. The study provides insights into consumer expectations and offers suggestions for e-commerce platforms to improve their services. By addressing customer concerns and focusing on innovation, both Amazon and Flipkart can enhance user experience and maintain their competitive edge in India's growing online retail market.