V3I2P37

A Study on Customer Preferences and Satisfaction Towards the Amazon Shopping Platform

Sneha W G^1*, Dr. Sekappa N Makkalageri²

Abstract

The rapid expansion of e-commerce has transformed consumer purchasing behaviour worldwide. Among various online shopping platforms, Amazon has emerged as one of the most dominant and customer-centric marketplaces. This study analyses customer preferences and satisfaction toward Amazon as an online shopping platform. The research examines key service dimensions such as product variety, pricing, delivery efficiency, convenience, product quality, and customer support. A descriptive research design is adopted, and primary data is collected through structured questionnaires from Amazon users. Analytical tools such as percentage analysis are used to interpret satisfaction levels and behavioural intentions. The findings indicate high satisfaction with product availability, delivery services, and platform convenience. The study also establishes a strong relationship between satisfaction and future purchase behaviour. Insights from the research help e-commerce firms strengthen service quality and customer retention strategies.

Keywords:

Customer Satisfaction, Amazon, Online Shopping, Consumer Preference, E-commerce, Purchase Behaviour