Analyzing Consumer Behavior in Indian E-Commerce: A Netnographic Study

Abstract

This research paper investigates consumer behavior in the Indian e-commerce sector through a
netnographic approach, focusing on user-generated content from popular platforms such as Flipkart,
Amazon, Snapdeal, and eBay. By analyzing consumer feedback, the study aims to identify key trends,
preferences, and pain points that influence customer satisfaction and loyalty. The findings reveal
significant demographic variations in consumer behavior, highlighting the importance of
understanding these differences for effective marketing strategies. This paper concludes with
actionable recommendations for e-commerce businesses to enhance customer engagement and
improve service delivery.