Analyzing consumer behavior in shopping via Instagram in Nepal

Abstract

The aim of the thesis was to explore the dynamics of consumer behavior in modern day digital shop- ping in Nepal. The main objective of this thesis was to analyze the consumer behavior on shopping via Instagram in Nepal, a country which is witnessing a rise on digital marketplaces. Study of the consumer behavior helps entrepreneurs formulate the marketing plan, boost sales by engaging consumers and improve the customer experience management. This knowledge will also be crucial in identifying the strongholds, and the areas that need to be improved for the business. The thesis examined the de- mographic and cultural influences on consumer behavior on this platform. The results shed important light on the preferences, drives, and trust-building strategies that shape consumer decision making process.

Through structured quantitative research on the diverse range of consumers, the thesis aimed to establish the factors influencing consumer behavior and ultimately establish the correlation between consumer behavior and digital shopping via Instagram in Nepal.