Analysis reveals factors influencing online purchase decisions in consumer behavior, suggesting important marketing strategies.
This study examines the purchasing behaviour of consumers towards Hindustan Unilever Limited (HUL) products through online shopping platforms. With the rapid growth of digital commerce, consumer buying patterns have significantly shifted from traditional retail stores to online platforms. The research aims to analyse the factors influencing online purchase decisions, including product quality, brand reputation, convenience, secure payment facilities, promotional communication, and delivery services
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Tarunika et al. (2026) studied this question.
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