Author(s):

Akshata Ramannanavar and Dr. DA Nithyashree

Abstract: In the era of globalization electronic marketing is a great revolution. Over the last decade maximum business organizations are running with technological change. Online shopping or marketing is the use of technology (i.e., computer/mobiles) for better marketing performance. Online shopping/e-shopping is a form of electronic commerce which allows customers to directly buy goods or services from a seller over the internet using a web browser. The present investigation was conducted to study the opinion and perception of youth’s towards online shopping. The study was conducted in Dharwad district of Karnataka. Students of University of Agricultural Sciences (UAS) Dharwad were selected for the study. Thus the total sample size constitutes 180 respondents. A pre- tested and structured questionnaire was used to collect the data. Collected data was subjected to appropriate statistical analysis. The results revealed that, half of the respondents (51.66 %) had low perception towards online shopping followed by 41.11 per cent of them had high perception towards online shopping. Most preferred online site by the respondents were Flipkart, Amazon and Lime road.

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