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Vol.14, No.3, August 2025. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Navigating the E-Commerce Landscape: Consumer Behavior in Georgia
Natia Surmanidze, Zurab Mushkudiani, Nargiza Karkashadze
© 2025 Natia Surmanidze, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 14, Issue 3, Pages 2780-2790, ISSN 2217-8309, DOI: 10.18421/TEM143-78, August 2025.
Received: 05 January 2025. Revised: 22 July 2025.
Abstract:
This study explores consumer behavior in the e-commerce sector in Georgia, a country in Eastern Europe, addressing a gap in existing empirical research. Drawing upon literature on global e-commerce trends, the research investigates spending patterns, product preferences, device usage, and satisfaction levels. The study hypothesizes that gender, device preferences, and spending habits significantly influence consumer behavior. Using a cross-sectional survey method, data were collected from 1900 participants between May and August 2023. Descriptive statistics were analyzed to evaluate demographics, consumer satisfaction, and usage patterns. Findings reveal that Georgian consumers exhibit cautious spending habits, primarily purchasing fashion-related items. Mobile phones are the dominant shopping device, reflecting the importance of mobile-friendly platforms. While women dominate online shopping, men spend more per transaction, often on electronics. Notable challenges include delivery issues, the "delivery paradox," and a preference for physical purchases due to trust and product quality concerns. The study underscores the need for e-commerce platforms to focus on customer-centric services, trust-building, and competitive pricing. These findings have implications for businesses and policymakers seeking to optimize Georgia’s e-commerce landscape and align with global trends.
Keywords – Georgia, customer behavior, marketing mix 7Ps, e-commerce, delivery paradox. |
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