Consumer Preference in Multivendor E-Commerce Marketplaces: An Exploratory Perspective

E-Commerce Multivendor Marketplaces offer a variety of products to the consumer all sold on a single digital platform; while multivendor e-commerce marketplaces enhance accessibility, variety, and convenience, they also introduce significant complexity into the consumer decision-making process. The consumers often undergo heightened awareness, the benefits offered, many a times become a bane to completing the purchase. Consumers face issues such as information overload, quality validation, trust and most importantly the decision regarding vendor selection from among the many. For the sellers unless they understand and address these issues, acquiring and retention of customers looks grim. This paper brings to the fore an exploratory context regarding consumer preference in vendor selection when buying on e-commerce multivendor marketplaces.

Consumer Behaviour Process, E-Commerce, Multivendor Marketplace, Consumer Preference, Consumer Behaviour Determinants

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