A study on rural consumer s satisfaction towards online shopping with reference to Coimbatore district

Online shopping in India is increasing rapidly and reaching rural areas because of improved internet connectivity and an increase in the number of smartphones. Rural consumers benefit from increased product options and ease of access. Coimbatore district has both rural and urban regions, so it is an apt location to analyze the level of satisfaction of rural consumers with e-commerce. Although there is an increase in the number of people using e-commerce, there are still challenges in product quality, delivery, payment security, and trust. This study examines rural customer satisfaction in Coimbatore to identify service gaps and suggest measures for sustainable e-commerce growth.