A Study on Online Buying Behavior of Youth in Maharashtra

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Focusing on the online shopping habits of India's youth, this book explores the critical elements of trust and perceived risk in their purchasing behavior. It addresses how these factors influence what, how often, and how much young consumers buy online, as well as their internet usage patterns and access points. The study highlights the scarcity of comprehensive literature on the interplay between trust and perceived risk in this demographic, particularly in Maharashtra, aiming to fill this gap with detailed insights and analysis.