Proceedings of the International Conference on Management Research (ICMR 2025)

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Digital Consumer Behavior in Khurda, Odisha: An Empirical Study

Authors
Kumar Devadutta1, *, Kumar Mohanty2, Suvasis Ghosh3, Jyotiranjan Gochhayat4
1School of Computer Engineering, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, Bhubaneswar, Odisha, India, 751024
2School of Management, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, Bhubaneswar, Odisha, India, 751024
3School of Management, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, Bhubaneswar, Odisha, India, 751024
4School of Rural Management, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, Bhubaneswar, Odisha, India, 751024
*Corresponding author. Email: kdevduttafcs@kiit.ac.in
Corresponding Author
Kumar Devadutta
Available Online 29 April 2026.
DOI
10.2991/978-94-6239-660-9_19How to use a DOI?
Keywords
Digital consumer behaviour; consumer satisfaction; e-commerce; internet usage; online purchase frequency
Abstract

This study delves into the evolving landscape of digital consumer behavior in Khurda, a district in Odisha, emblematic of India's rapid technological adoption. The study aims to understand the dynamics of consumer preferences for online purchases. Data were collected from 500 respondents through a structured questionnaire and were analyzed using statistical tools. Findings reveal that a major proportion of consumers engage in frequent online purchases, driven by factors such as price, reviews, and brand reputation. Smartphones dominate as the primary device for using the internet and making online purchases. Consumer satisfaction was found to be driven by factors beyond spending habits and is significantly difference among respondents using different devices for digital activity. Online purchase frequency changes significantly with the education level of the consumers. Similarly, gender influences the types of products people tend to purchase whereas Females and Others seem to report more issues with online purchases compared to Males. The research explores digital consumer behaviour and highlights the necessity for businesses to adopt localized, transparent, and consumer-focused strategies to bridge the trust gap to thrive in this digital age. This paper provides actionable insights for stakeholders aiming to harness the potential of the digital consumer market.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Management Research (ICMR 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2026
ISBN
978-94-6239-660-9
ISSN
2352-5428
DOI
10.2991/978-94-6239-660-9_19How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kumar Devadutta
AU  - Kumar Mohanty
AU  - Suvasis Ghosh
AU  - Jyotiranjan Gochhayat
PY  - 2026
DA  - 2026/04/29
TI  - Digital Consumer Behavior in Khurda, Odisha: An Empirical Study
BT  - Proceedings of the International Conference on Management Research (ICMR 2025)
PB  - Atlantis Press
SP  - 381
EP  - 394
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-660-9_19
DO  - 10.2991/978-94-6239-660-9_19
ID  - Devadutta2026
ER  -