International Journal of Agriculture Extension and Social Development
2025, Vol. 8, Issue 11, Part G
Decoding digital desires: Satisfaction and struggles of college students with India’s leading online shopping apps
Priyanka Dasari, SG Puri, NB Gaikwad
This study was conducted in the Parbhani district located in the Marathwada region of Maharashtra state, to examine the online shopping behavior of college students. A total of 150 students, evenly distributed by gender and aged between 20 and over 25 years, participated in the study. Data was collected through structured questionnaires combined with personal interviews and analyzed using statistical methods to identify patterns of user satisfaction and common challenges encountered. The investigation focused on popular online shopping platforms in India, revealing that Flipkart and Amazon emerged as the top performers in terms of consumer satisfaction, achieving mean satisfaction scores of 4.03 and 3.98, respectively. These scores indicate strong approval from the user base. Following them were Myntra, Ajio, and Meesho, while Snapdeal and JioMart were among the least satisfactory platforms, the latter reflecting significant service awareness or accessibility issues, as evidenced by a high proportion of respondents who had not used it.
Key problems faced by consumers in online shopping were also identified: issues related to product quality and size dissatisfaction were reported by 23.97% of respondents, while 21.07% experienced delays in delivery. Additional challenges included receiving damaged goods (18.18%) and discrepancies between the product ordered and the product delivered (15.29%). Payment transaction failures affected 9.92% of users, and difficulties encountered during product returns were reported by 9.50% of respondents. Other problems such as issues with delivery personnel were less common but still significant. These findings underscore critical areas needing improvement within the Indian e-commerce sector. Addressing product quality controls, enhancing delivery reliability, simplifying return processes, and strengthening payment systems are essential to improving consumer satisfaction and fostering customer loyalty. The study highlights the importance of continuous monitoring and upgrading of online retail services to meet growing consumer expectations in a highly competitive environment.
Priyanka Dasari, SG Puri, NB Gaikwad. Decoding digital desires: Satisfaction and struggles of college students with India’s leading online shopping apps. Int J Agric Extension Social Dev 2025;8(11):541-545. DOI: 10.33545/26180723.2025.v8.i11g.2693
