PRACTICE AND CHALLENGE OF THE BUYING BEHAVIOR OF CUSTOMERS TOWARD ONLINE SHOPPING IN ETHIOPIA ADDIS ABABA

Abstract

This thesis explores the practice and challenges of the buying behavior of Customer toward online shopping in Addis Ababa Specifically Women, Ethiopia. As e-commerce emerges as a pivotal aspect of modern consumerism, understanding the unique behaviors and obstacles faced by women in this sector is crucial for enhancing their shopping experience and promoting digital inclusivity. The research employs a mixed-methods approach, combining quantitative surveys to provide a comprehensive analysis. A total of 384 women from Addis Ababa participated in the survey, offering insights into their online shopping practices, preferences, and the difficulties they face. The study identifies key factors influencing women's online shopping behavior, including convenience, price sensitivity, and the significant role of social media in product discovery and decision-making processes. Despite the benefits, several challenges hinder the optimal online shopping experience for women in Addis Ababa. These include limited internet access and digital literacy, security concerns related to online payments, and inefficiencies in delivery logistics. The study also highlights the demographic variations in online shopping behavior, noting differences in engagement levels based on age, income, education, and employment status. The findings suggest that while the internet has opened new avenues for women in Addis Ababa to engage in online shopping, there is a need for targeted interventions to address the barriers they face. Recommendations include improving digital infrastructure, enhancing cybersecurity measures, offering digital literacy programs, and optimizing delivery services to build trust and convenience. This research contributes to the broader understanding of consumer behavior in emerging markets, particularly in the context of digital transformation and gender dynamics. It provides valuable insights for e-commerce platforms and businesses aiming to better serve the female consumer segment and foster a more inclusive digital economy.