📄 Abstract
The rapid growth of e-commerce has greatly changed the consumer behaviour, especially among women. This paper discusses how the niche e-commerce sites have affected the consumption behaviour of women in semi-urban area in Kerala. Niche platforms, which specialise in a specific type of product like fashion, beauty and wellness, provide personalised experiences that influence a purchasing decision. The research will be grounded on the primary data gathered on 100 participants in a purposive sampling. The data were interpreted using analytical tools like percentage analysis, chi-square tests, correlation heatmap etc. The results indicate that women prefers niche because they save time, have a variety of products, convenience, and personalised services. Respondents were found to have high satisfaction and a high future usage intention. The research highlights the increasing role of niche e-commerce in the development of modern consumer behaviour and offers guidance to marketers and researchers.
🏷️ Keywords
📚 How to Cite:
Dr.MV Praveen, T Fathimath Najiya , NICHE E-COMMERCE AND THE TRANSFORMATION OF CONSUMPTION BEHAVIOUR AMONG SEMI-URBAN WOMEN: A FIELD INSIGHT FROM KERALA , Volume 14 , Issue 4, April 2026, EPRA International Journal of Economic and Business Review(JEBR) , DOI: https://doi.org/10.36713/epra27145