ManishaPagar, Prabodhan U. Patil, Dr.Harshada P. Aurangabadkar – Assistant Professors
Sandip Institute of Technology & Research Centre, Nashik.
Priyanka T. Sawale, Assistant Professor
College of Commerce Management and Computer Science, Nashik.
Abstract
In the recent times, online shopping is giving a tough competition to the traditional
commerce trade and Industry &business. As we know that technology has reached on the
finger tips of each and every one so due to advancement in it the world has been narrowed
down to the global village .If we talk about Indians they are heading towards online
purchasing everything online be it clothes household items vehicles ,even vegetables .If we
talk in terms of penetration of online shopping in rural and urban area it seems that urban area
has marched ahead of rural area and it seems quite challenging to reach the rural consumers
which rounds up to 75% of the Indian Population. This paper throws a light on the rural
consumer’s behaviour towards online shopping. For the research purpose the sampling
method used was convenience sampling and the sample was chosen from different fields and
age groups from rural areas of Nashik district. A sample of 120 respondents were taken in to
consideration from the rural areas of Kalwan, Peth, Trimbak, Igatpuri, SinnarTaluka of
Nashik District. This study point outs the various factors which encourages and discourages
the rural consumers of Nashik District in the direction of online shopping