ANALYSIS OF SHOPPING BEHAVIOUR AMONG COLLEGE STUDENTS IN MADURAI CITY

Abstract

The rapid growth of the digital market has influenced buying behaviour among college students, especially in Madurai City. A large number of students come from all over India for their UG and PG studies. This study investigates the factors influencing students to shop online, including brand awareness, unplanned buying, AI chatbot, and social media influences. Standardised questionaries were used to collect primary data. This research analyses virtual and physical shopping preferences, purchase frequency, and budget considerations. The results provide better suggestions for virtual stores and retailers to strengthen their marketing plans for better market penetration.