author(s)
Rasheeda RV and Rejani R Nair

abstract
This study explores the perceptions and behaviors of female college students in Kerala toward online shopping, with a focus on factors such as media exposure, social media influence, and peer recommendations. Based on?primary data from 120 respondents from three districts the study shows how often people purchase online, what categories they most prefer to buy, and their platform preferences. Analysis of quantitative data showed people are influenced by discounts, product reviews, and ease of?use, but trust in product quality and platforms remains neutral. At the same?time, the analysis highlights the domination of fashion products and seasonal shopping trends. Among the current challenges are product quality,?delivery delays, and return processes, thereby identifying areas for improvement in e-commerce services. These findings present actionable guidelines for customizing experiences?consequently to address this demographic's expectations whilst reinforcing quality assurance, personalized marketing and enhanced customer support.