International Journal of Agriculture Extension and Social Development

author(s)
Priyanka Dasari and SG Puri

abstract
The study conducted in Maharashtra’s Parbhani district examined online shopping behavior among 150 college students, equally divided by gender and aged 20 to over 25 years. Using structured questionnaires and personal interviews, data were statistically analysed to understand patterns and satisfaction levels. Most respondents demonstrated a high level of online shopping awareness, indicating widespread digital literacy and adoption of online shopping practices. Data from interviews showed 46% had over three years of shopping experience, with most (76.67%) making only one purchase per month and spending ?501-?2000 per transaction, mainly on clothing and accessories (32.53%). Recommendations from friends, family, and co-workers influenced 27.80% of purchases, while buying agricultural products was low (6.13%) due to limited delivery coverage. Cash on Delivery was preferred by 59.33%, indicating reliance on traditional payment methods. Overall, 62% reported high satisfaction especially males, nuclear family members, undergraduates, and those earning ?10,000-?50,000. Satisfaction was linked to longer experience, regular purchases, moderate spending, preference for fashion items, use of Cash on Delivery, and familiarity with digital technologies. Chi-Square analysis found age as the only significant personal factor, with shopping experience, spending, and payment method also influencing satisfaction. The study highlights that while online shopping is well-established among youth in Parbhani, satisfaction and engagement depend largely on experience, convenience, and digital confidence, with opportunities to expand accessibility in sectors like agriculture.