Customer Satisfaction towards Online Shopping with Special Reference to Patan City, Gujarat, India

Abstract

Aims: To examine customer satisfaction toward online shopping in Patan city and identify preferences and key influencing factors such as product quality, website usability, delivery services, price competitiveness, and customer support. Study Design: Descriptive cross-sectional study. Place and Duration of Study: Conducted in Patan city, Gujarat, India, over a period of 8 months in 2024-2025. Methodology: Primary data was collected from 100 respondents via a structured questionnaire using convenience sampling. Data analysis was performed using MS Excel and SPSS. Reliability analysis yielded a Cronbach’s Alpha of 0.826. Chi-square tests were applied to examine the association between demographic variables (age, gender, education) and customer satisfaction indicators. Results: Majority of respondents were male, with most participants below 25 years of age and undergraduate students. 50% preferred E-platforms like Amazon and Flipkart to do online shopping. Key reasons for satisfaction included convenience and product price discounts. The majority preferred cash on delivery. Hypothesis testing revealed no significant relationship between age and product quality satisfaction (P = 0.680), education and concern factors (P = 0.604), or gender and shopping comfort (P = 0.497). Conclusion: Respondents showed a high level of satisfaction with online shopping, primarily due to convenience, competitive pricing, and platform usability. However, delivery delays and product availability were major concerns. Retailers should focus on delivery improvement and consumer protection to further boost satisfaction. Demographic variables had limited impact on satisfaction levels.