Abstract: As the world is moving towards digitalization, the e-commerce sector has experienced a big jump in a short tenure. This has increased the number of e-commerce companies competing with each other to capture the market share. The rapid increase in the number of online buyers, hike in mobile penetration including in tier 2 & tier 3, secure payment gateways, low entry & exit barriers, tremendous increase in demand and enhanced logistics are the some of the major contributors proliferating the online market. In the coming years, it is expected that the e-commerce sector will flourish to the next level.

Purpose: To study the consumer behavior of men and women towards the digital markets.

Design: The primary data is collected from 131 customers from Telangana State using Google Forms. The questionnaire is divided into two parts. The first part contains data collection on demographic profiles. The second part collects specific information about the Fintech services availed by the customers. For general information nominal and ordinal measurements are used. A few variables are measured through dichotomous questions and the remaining variables are measured through a 5-point Likert scale. The collected data is processed and frequencies cross-tabulation and Chi-square tests are used to know if there is any significant difference in the behavior of male and female consumers over digital markets. Findings: Four hypotheses were constructed to test if there is any significant difference in the behavior of men and women over digital markets. The data was collected from the respondents from 4 attributes i.e., E-Enjoyment, E-Distrust, E-Offers and E-Price .Each attribute was subdivided into five questions. All  the four hypotheses  have been rejected implying that there is significant difference in the opinions and behavior of males and females on digital markets.

Author & Affiliation: Madhuri Thakur* Telangana Mahila Vishwa Vidhyalayam, Koti, Hyderabad, Telangana