SHADOW PRICING AND HIDDEN MONETARY COSTS IN ONLINE TRANSACTIONS: A CONSUMER SURVEY IN COIMBATORE CITY

Abstract: This study examines shadow pricing and hidden monetary costs in online transactions, focusing on consumer awareness, behaviour, and satisfaction. With the rapid growth of digital commerce, additional charges such as delivery fees, convenience fees, and service charges are often disclosed only at the final stage of payment, creating a gap between perceived and actual prices. The research is based on a consumer survey conducted among 125 respondents using a structured questionnaire. Analytical tools such as percentage analysis, chi-square tests and rank analysis are used to interpret the data. The findings reveal that while many consumers encounter hidden charges frequently, awareness remains moderate. These costs significantly influence purchasing decisions, reduce transparency, and negatively affect consumer trust and satisfaction. The study emphasizes the need for clear pricing practices and greater transparency to enhance consumer confidence in online platforms.

Keywords: Shadow Pricing, Hidden Costs, Online Transactions, Consumer Behavior, Pricing Transparency, Digital Commerce, Consumer Awareness, Purchase Decision