"POST PURCHASE BEHAVIOUR OF ONLINE RURAL CONSUMERS IN DHARMAPURI DISTRICT"

Internet shopping operates in a highly competitive, dynamic and rapidly changing business environment. Online shoppers are aware of the value of providing ready access to timely, reliable, consistent information and customer experience management across divisions. The study deals with the post-purchase conduct of rural consumers, with specific reference to the district of Dharmapuri. The aim of the study is to analyze the factors that influence rural consumers’ post-purchase behavior. 100 respondents were taken from the studies as a sample via a structured questionnaire. The analysis is part of the descriptive research design and process of convenience sampling. The study adopted the following statistical tools used for the purpose of analysis and interpretation, such as regression and ANOVA. Key Words: Rural Consumer, Consumer Behavior, and Post – purchase.