A Study on How Growth of Internet Affects Consumer Behaviour – An Indian Approach

Abstract

This quantitative study examines the influence of internet growth on consumer behaviour in India. Data was collected through a questionnaire distributed among a sample size of 120 participants. The research aims to achieve three main objectives: Identify factors leading to internet growth in India and its impact on consumer behaviour, Assess the extent of Indian consumers' internet usage for information search and decision-making in purchasing goods and services, and explore the overall influence of the internet on consumer behaviour. Findings indicate that increased mobile penetration, affordable data plans, and improved digital infrastructure have driven internet adoption in India. The study establishes a strong relationship between internet growth and changes in consumer behaviour. Indian consumers extensively use the internet for information search, enabling informed purchasing decisions. The internet has expanded consumer choices and influenced decision-making by providing access to online platforms, social media, and e-commerce websites. This research provides valuable insights for businesses, marketers, and policymakers, facilitating the adaptation of marketing strategies to effectively engage Indian consumers in the digital age.