EMPIRICAL STUDY OF INDIAN CONSUMERS
Zia Ul Haq
Assistant Professor, Central University of Kashmir, Jammu & Kashmir
Consumers are playing an important role in online shopping. The increasing
use of Internet by the younger generation in India provides an emerging
prospect for online retailers. If online retailers know the factors affecting
Indian consumers’ buying behaviour, and the associations between these
factors and type of online buyers, then they can further develop their
marketing strategies to convert potential customers into active ones. In this
study four key dimensions of online shopping as perceived by consumers in
India are identified and the different demographic factors are also studied
which are the primary basis of market segmentation for retailers. It was
discovered that overall website quality, commitment factor, customer service
and security are the four key factors which influence consumers’ perceptions
of online shopping. the study revealed that the perception of online shoppers
is independent of their age and gender but not independent of their
education & gender and income & gender Finally, the recommendations
presented in this research may help foster growth of Indian online retailing
Keywords: Online Shopping, consumers, India, website, behaviour.
Commerce via the Internet, or e-commerce, has experienced rapid growth since the early
years. It is well known to most of the Internet researchers that, the volume of online
business-to consumer (B2C) transactions is increasing annually at a very high rate.
According to ACNielsen (2007), more than 627 million people in the world have shopped
online. Forrester (2006) research estimates e-commerce market will reach $228 billion in
2007, $258 billion in 2008 and $288 billion in 2009. By 2010 e-commerce will have
accounted for $316 billion in sales, or 13 percent of... [continues]
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