Understanding Online Shopping Factors: Insights from Young and Elder Consumers in Madurai

Abstract

Aspects that relate to online purchase behavior have in the recent past, received a lot of attention given the increasing popularity of the electronic commerce environment. This study investigates the various elements that affect online shopping behaviors among two distinct demographic groups: young adults (18-30 years) and old persons of elderly people (above 60 years) of Madurai City. The research adopts a quantitative research method whereby the actual survey questionnaire is developed from an empirical review of literature and with focus on important factors like product quality, usability of the website, trust towards online shop, type of payment accepted by the shop, customer satisfaction index among others. Applying regression analysis of the results, it is also confirmed that variables like product quality and trust affect the intention to shop online for both demographics.

Methods: A comparative survey design was utilized to explore online shopping factors among young (18-35 years) and elder (60+ years) consumers in Madurai. Participants (n=[Total Number], with approximately equal representation from both age groups) were recruited via convenience sampling and completed a structured questionnaire assessing their perceptions of various online shopping factors. Data analysis involved descriptive statistics and comparative tests to identify differences between the two age groups.

Results: The study on online shopping factors among young and elder consumers in Madurai revealed both commonalities and distinctions in their preferences: both groups prioritized price and product variety, while significant differences emerged in the importance of website design and ease of use, which were more valued by younger consumers, and trust, which was more critical for elder consumers (p<0.05 for these comparisons via independent samples t-tests). These findings suggest that while fundamental aspects like price and selection are universally important, online retailers targeting these distinct age segments in Madurai should tailor their strategies to address the specific needs related to user experience and trust-building for optimal engagement across generations.

Conclusions: This study highlights the contrasting priorities of young and elder consumers in Madurai when it comes to online shopping. While younger individuals are driven by convenience, variety, and promotional deals, elder consumers emphasize trust, security, and ease of use. These insights suggest that e-commerce platforms must adopt age-sensitive strategies—such as simplified interfaces for older users and personalized offers for younger ones—to effectively engage both demographics. Understanding these behavioral differences is crucial for online retailers aiming to expand their market reach and enhance customer satisfaction across age groups