INTERNATIONAL JOURNAL OF ADVANCE RESEARCH
IN MULTIDISCIPLINARY

Manufacturers and service providers now have access to a new market thanks to the deployment of internet technology. Online retail shopping is becoming more and more popular among customers. One major factor contributing to the expansion of internet purchasing is the expanding consumer base, particularly among young people. Customers used to mostly purchase electronic goods online a few years ago. However, as consumers' lifestyles have evolved and their level of living has increased, especially for young people working in IT firms, internet coverage is now being expanded to include watches, clothing, fragrances, beauty goods, home furnishings, kitchenware, and more. Online customers are more creative, variety-seeking, brand price sensitive, and less risk averse than traditional shoppers, according to earlier studies. Consumer expectations need to be redefined and reshaped by e-retailers. By examining the pre-, during-, and post-purchase behavior of online buyers, it would be possible to gain insight into the subtleties of their attitudes and how they shop online. As a result, this study on consumer attitudes about online shopping is necessary to explore, comprehend, and evaluate the attitudes of customers who make purchases online as well as the difficulties they encounter when doing so. In the state of Maharashtra’s, the researcher's study area, Palghar District, has become the second most urbanized district. Additionally, the district has the highest literacy rate among both urban and rural residents. In comparison to other districts, the standard of living is also high. Naturally, this neighborhood may have more prospective online customers to target as a result of these benefits. Therefore, it is essential and vital in this context to conduct a thorough analysis of consumer attitudes based on their behavior before, during, and after purchases.