Purpose: Online shopping is now a frequently used method of making purchases. It has become popular in rural areas, especially among rural youth, as a result of advancements in technology, information, and communication. This study aims to determine the motivational factors that affect rural...

[enBackground: Hindustan Unilever Limited is a leading company that manufactures fast-moving consumer goods. HUL's role is vital in meeting the essential product needs of rural consumers essential. HUL was the first company to reach rural consumers and generate demand for mass consumer goods in...