Consumer Behavior towards Online Shopping in Bihar: A Digital Marketing Perspective

The rapid expansion of digital technology and the internet has significantly altered consumerbehavior worldwide. Bihar, a state with a growing internet user base, has witnessed a surge inonline shopping. This research paper examines consumer behavior towards online shopping inBihar from a digital marketing perspective. The study explores key factors influencing onlinepurchase decisions, barriers to e-commerce adoption, and the impact of digital marketing strategieson consumer preferences. Using a combination of primary and secondary data, this study identifiestrends, gaps, and recommendations for enhancing online shopping experiences in Bihar.