Beyond the Buy Button: Demographics Influence on Consumer Behavior in India’s Online Shopping

Abstract

India’s digital economy is expanding rapidly, fueled by a growing number of internet users and widespread adoption of mobile technologies. This study investigates the effect of demographic factors on consumer behavior related to social media advertising and online shopping. Data were collected from 558 respondents across various age groups, educational qualifications, and occupations using a structured questionnaire. The study analyzes how these demographic variables influence perceptions of social media advertisements, satisfaction with online shopping, and factors affecting consumer decisions. Using SPSS for statistical analysis, the study reveals significant differences in the perceived relevance and informativeness of social media advertisements, along with social media engagement and its influence on shopping behavior. Educational qualification and occupation were found to significantly influence key constructs, while gender differences played a role in how users perceive the informativeness and relevance of online ads. However, no significant differences were observed in social media advertisement performance expectancy and satisfaction with online shopping across demographic groups. These findings suggest that marketers should consider demographic factors when developing strategies for social media advertising, as different segments respond uniquely to various aspects of online shopping and digital engagement. The study contributes valuable insights into how India’s growing digital landscape shapes consumer behavior, offering actionable recommendations for businesses to better tailor their marketing efforts. Future research should explore additional factors like income level, digital literacy, and platform preferences to offer a more inclusive understanding of online shopping behavior in India’s digital economy.