What this study is about

This dissertation examines how university students in India decide what to buy online, which platforms they trust and what influences their overall shopping experience. Drawing on primary data from 150 students across multiple institutions, the study explores the role of convenience, pricing, product reviews, delivery and brand reputation in shaping online purchase decisions. The work combines a structured literature review with a survey-based approach and descriptive statistical analysis to build a clear, honest picture of student shopping behaviour on modern e-commerce platforms.

The gap this work addresses

E-commerce has grown rapidly in India, but limited focused research exists on how university students — a highly digital, price-sensitive segment — actually make online purchase decisions across different platforms. This study addresses that gap by looking at the factors that most influence their choices.

What the study set out to do

• Understand online shopping patterns and platform preferences among university students.
• Identify the key factors influencing their purchase decisions on e-commerce platforms.
• Study the role of pricing, reviews, convenience, delivery and brand reputation in decision-making.
• Assess the relationship between satisfaction and continued online shopping intention.
• Suggest practical recommendations for e-commerce platforms targeting the student segment.

Questions the study answers

• Which online shopping platforms do university students prefer and why?
• How do pricing, discounts and product reviews influence student purchase decisions?
• What role do convenience, delivery experience and return policies play in platform choice?
• How does past experience shape a student's intention to continue shopping online?
• What improvements do students expect from e-commerce platforms?

How the research was conducted

Key insights from the data

• Online shopping adoption among university students is very high, with most respondents purchasing at least once a month.
• Convenience, competitive pricing and product reviews emerged as the strongest purchase drivers.
• Established e-commerce platforms were preferred largely because of trust and perceived reliability.
• A majority of respondents compared products across multiple platforms before making a purchase.
• Overall satisfaction showed a positive association with the intention to continue shopping online.

What this means for e-commerce

• E-commerce platforms targeting students should compete on trust and reliability, not only on price.
• Clear product information and genuine reviews meaningfully influence purchase decisions.
• A smooth delivery and return experience is central to repeat purchase behaviour in this segment.

Practical next steps

• Invest in transparent review systems and verified buyer feedback.
• Offer student-friendly pricing, cashback and EMI options where relevant.
• Improve delivery reliability and simplify return processes for lower-value orders.
• Personalise product discovery around student needs — study, fashion, electronics and lifestyle.

Where this study stops short

• Sample is limited to 150 students and may not represent all Indian universities.
• Convenience sampling introduces some selection bias.
• The study relies on self-reported behaviour, which can differ from actual shopping activity.
• Findings reflect a specific point in time in a fast-changing e-commerce landscape.

Where this research can go next

• Extend the sample across more regions and university types for stronger generalisability.
• Compare behaviour across specific platforms (e.g. Amazon, Flipkart, Myntra) in more depth.
• Explore the impact of social commerce and influencer marketing on student purchase decisions.
• Apply inferential statistics and predictive modelling on a larger dataset.

How the dissertation progressed

1. Phase 1 · Early 2026

   Topic finalisation & literature review

2. Phase 2 · Early 2026

   Questionnaire design & pilot testing

3. Phase 3 · Mid 2026

   Primary data collection (150 respondents)

4. Phase 4 · Mid 2026

   Data analysis & interpretation

5. Phase 5 · 2026

   Report writing & submission

Capabilities built through this work