Impact of demonetization on consumer's buying behaviour towards online shopping in Nagercoil town

Every economy is undergoing significant transformation in today's world. The Indian economy also witnessed many reforms and transformations such as economic reforms, technological reforms, and others. Demonetization in 2016 is also a major policy decision. After this decision, the economy everywhere is in disarray. The objectives of this study is to analyze the impact of demonetization on consumers' mode of payment method while buying products through online shopping and to analyze the impact of demonetization on consumer buying behavior. The study focuses on the consumers opting for a digitalized system of transactions as well as the impact of demonetization on the consumer buying behavior pattern. Data for the study were collected from 100 respondents using a convenience sampling method, while secondary data were sourced from journals, books, newspapers, websites, and databases. The study concludes that there is a surge in demand for online and other alternative modes of payment, such as mobile wallets, credit cards, and debit cards, aimed at demonetization because of a severe shortage of liquidity in banks, ATMs, and, in addition, in the hands of the people.