Affiliation:
1. Lalit Narayan Mithila University, India
2. Lovely Professional University, India
Abstract
The advent of the digital age has brought about significant changes in consumer behavior, with online services becoming an integral part of everyday life. This chapter explores the consumer awareness and perception of online services, focusing on a comparative analysis of brand preferences and the decision-making process. By examining various studies and surveys, this chapter aims to shed light on the factors that influence consumer choices in the online service domain and understand how brands can enhance their strategies to attract and retain customers. The chapter concludes with actionable insights for businesses to better align their offerings with consumer expectations.