Consumer Behavior in Online Shopping

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ADIL BASHIR

Consumer Behavior towards online shopping of electronics in Pakistan

Thesis Winter 2013 MBA International Business Management

Seinäjoen ammattikorkeakoulu Seinäjoki University of Applied sciences

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SEINÄJOKI UNIVERSITY OF APPLIED SCIENCES Thesis Abstract Faculty: Seinäjoki Business School Degree programme: International Business Management Specialisation: International Marketing Management Author: Adil Bashir Title of thesis: Consumer behavior towards online shopping of electronics in Pakistan Supervisor: Ville-Pekka Makelainen Year: 2013 Pages: 60 Number of appendices: 1

E-commerce has made life simple and innovative of individuals and groups; consumer Behavior in online shopping is different from the physical market where he has access to see the product. The purpose of the research was to study the consumer behavior in online shopping of electronics especially in Pakistan. The main research question in thesis is how consumers behave while shopping online. Primary data was collected through the questionnaire survey and by emails from personal contacts in two major cities of Pakistan. Price, time saving and convenience were identified as important factors which lead to certain buying behavior in online shopping. The www is rebuild around people where social circles influence and lead to online buying. Keywords: Consumer behavior, online shopping in Pakistan, E-commerce

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TABLE OF CONTENTS
Index of Figures ...................................................................................................... 5 Index of Tables ....................................................................................................... 6 1. INTRODUCTION ............................................................................................. 8 1.1 Background ................................................................................................... 8 1.1.1 Consumer Behavior ................................................................................ 8 1.1.2 E-Commerce / online shopping............................................................... 9 1.1.3 Consumer Behavior over Internet ......................................................... 10 1.2 Problem ....................................................................................................... 14 1.3 Research Purpose....................................................................................... 16 1.4 Research Questionnaire.............................................................................. 16 1.5 Limitation ..................................................................................................... 17 1.6 Structure of thesis ....................................................................................... 18 2. THEORY........................................................................................................ 19 2.1 Introduction of theories related to online consumer behavior ...................... 19 2.2 Online buying behavior................................................................................ 20 2.3 Consumer mind set model in online shopping............................................. 20 2.4 Factor predicting online shopping................................................................ 22 2.5 Goal oriented online shopping behavior ...................................................... 24

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2.6 Experimental online shopping behavior....................................................... 25 2.7 Factors influence online consumer behavior ............................................... 25 2.8 Online purchase intention............................................................................ 26 2.8.1 Human Computer Interaction (HCI) ...................................................... 26 2.8.2 Customer concerns in online shopping (CCOS) ................................... 27 2.8.3 Consumer characteristics...
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