AN ANALYSIS OF CONSUMER BEHAVIOR TOWARDS ONLINE PURCHASING IN PAKISTAN

Abstract

Purpose The goal ofthis research is to discover the elements that influence online shopping behavior. The researcher focuses on the effectiveness ofthe elements that influence customer preference for online retailers in this study. As a result, the goal ofthis study is to look at “An Analysis ofthe Factors Affecting Online Purchasing Behavior of Pakistani Consumers” Methodology & design The purpose ofthis study is to look at the impact ofseveral factors on consumer purchasing behavior when they shop online. This form ofresearch focuses on hypothesis testing and deciding whethei to accept or reject the findings. A well-designed questionnaire, which uses a five-point Likert scale ranging from strongly agree to strongly disagree, was distributed to 388 respondents in order to collect empirical data. This study has a causal and explanatory bent to it. Findings The Result shows that Psychological factors and Website design which are independent variables have an impact on online buying behavior as the Sig. P value is < 0.05. Limitations While conducting this research, some restrictions were encountered. The research was carried out in Karachi and focused primarily on consumer behavior and attitudes. Furthermore, one of the constraints encountered throughout this study was a lack of knowledge, therefore the sample examined was still not particularly large. The Pakistani population is not really that tech savvy; the country typically works mainly on paper and aren't very good with technology, hence the vast majority of the people lacks access to online platforms. Recommendations As a result, our research contributes to practical settings. To begin, businesses can addressthe concerns that prevent customers from making online purchases, such as outlining security procedures and enforcing cyber security regulations to prevent cyber fraud. Online letailers should improve the implementation of security and privacy mechanisms that do not disclose ciedit or debit card information. Retailers make warranties and money-back guarantees available to customers. Offering free samples, building trust in the brand, and allowing customers to feel the material are just a few ofthe ways online shopping can be promoted and consumers made to use online platforms. more willing Due to illiteracy, the majority ofthe population in Pakistan does not know how to access online platforms; therefore, retailers should work to educate everyone in the context of corporate social responsibility.