Use of Online Shopping Apps among College Students of Rural Areas of Lucknow District

Abstract

The contemporary landscape witnesses a profound surge in online shopping, with its pervasive 
influence on consumer behavior across diverse demographics. This study delves into the 
burgeoning phenomenon, focusing on college students residing in rural regions of Lucknow 
District. Amidst the COVID-19 pandemic, wherein individuals found themselves confined to their 
homes, the internet emerged as a quintessential companion, catalyzing a paradigm shift towards 
digitalization. This transition spurred an unprecedented surge in online shopping, as individuals 
sought convenience and accessibility from the confines of their dwellings (Aryani, D. N. et al. 
(2021).  Leveraging online platforms, consumers meticulously compared products and services, 
aligning them with their preferences and budgetary constraints. The seamless nature of real-time 
transactions further augmented this trend, enabling users to conduct transactions without the need 
for physical presence. Notably, women emerged as prominent stakeholders in this realm, drawn to 
the privacy, security, and autonomy afforded by online shopping (Singh, R and Pathak, S. 2020). 
Moreover, online shopping apps emerged as pivotal facilitators of both Business to Customer 
(B2C) and Business to Business (B2B) transactions, offering an expansive array of products, 
diverse delivery options, and competitive pricing structures. Through a systematic exploration of 
these dynamics, this research endeavors to provide nuanced insights into the evolving landscape 
of online shopping among college students in rural Lucknow, shedding light on its implications 
for consumer behavior and market dynamics.