Covid-19 footprint on Rural Consumer Conduct Towards Retail E-Commerce and an Analysis of Customer Satisfaction Levels

Abstract

Purpose

The purpose of this paper is to study the impact of Covid-19 on Rural Consumer Behaviour towards retail E-Commerce and how long the effects are expected to prevail. It also studies the rural customer satisfaction levels on E-Commerce products and services based on critical parameters and to identify the room for further improvement.

Design/Methodology/Approach

The collection of primary data was done using a structured online questionnaire consisting of closed-ended questions. The respondents were also requested to rate various parameters on a 5-pointer Likert Scale.  The method of convenience sampling was used for the selection of population sample. The collection of secondary data was done using various online and offline sources.

Findings

The Covid-19 pandemic has accelerated the adoption of retail E-Commerce by rural consumer. The positive responses about their shopping experiences shows positively that some of these changes are expected to remain forever post-pandemic. At the same time, the study on rural consumer satisfaction levels based on the seven critical parameters has proved that there is much for scope for improvement for the E-Commerce companies.

Originality/Value

This study addresses an area that is believed to be less studied. Even though e-commerce disrupted the retail sector in India, due to the digital divide, socioeconomic, and demographics restrictions, rural consumers were very slow in adopting it. However, the outbreak of the Covid-19 pandemic has completely changed the scenario.