A Comparative Analysis of Rural and Urban Consumer Buying Behaviour through E-Commerce Platforms with Special Reference to Satna District

This study compares selected dimensions of online buying behaviour among rural and urban consumers in Satna district, Madhya Pradesh. The declared sample comprised 100 respondents, including 66 rural and 34 urban consumers, selected purposively. Before analysis, each aggregated table was checked against these subgroup totals. Only variables whose counts were internally consistent with the declared sampling frame were retained for inferential analysis. Purchase frequency had 74 valid responses, with 26 missing responses concentrated in the rural subgroup, while price comparison had 88 valid responses. Pearson chi-square tests were supplemented by the Fisher-Freeman-Halton exact test because of sparse cells, and Cramer's V with 95 percent confidence intervals was reported as an effect-size measure. Among complete cases, purchase frequency was not associated with residence, Pearson chi-square (3) = 3.63, p = .305; exact p = .360; Cramer's V = .221, 95 percent CI [0.000, 0.403]. Price-comparison behaviour differed by residence, Pearson chi-square (2) = 7.69, p = .021; exact p = .012; Cramer's V = .296, 95 percent CI [0.031, 0.490]. Urban respondents were more likely to report always comparing online and physical-store prices. The purchase-frequency result must be interpreted cautiously because of differential item nonresponse. The findings support clearer price information and consumer-comparison tools, while also demonstrating the importance of transparent data screening in small survey studies.

E-commerce, consumer buying behaviour, rural consumers

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