A Study on Major Factors Affecting Online Shopping Behavior of Indian Consumers

Author:Bindal, Shuchi & Agarwal, Santram

Abstract:
This research study investigates the key factors that play a crucial role in influencing the buying behaviour of Indian Consumers towards online shopping. The internet has significantly changed the way people shop from traditional brick-and-mortar to click-and-mortar. For this purpose, primary and secondary data have been analyzed and used. A wellstructured questionnaire has been exclusively designed to collect preliminary data from 200 online shoppers. Conclusions derived from this study reveal convenience, a massive variety of goods and services, lower prices, quick and easy product replacement, hassle-free refund facility, prompt delivery. And no sales pressure are the essential key factors that contribute to influence the buying behaviour of Indian consumers concerning online shopping. The findings of the study are relevant for e-commerce companies and e-marketers to understand the psychology and the buying behaviour of their actual and potential consumers in a better way and thus will help in formulating various marketing strategies accordingly to increase market share and consumer satisfaction as well.

Keywords: Indian Consumers, Consumer behaviour, Online shopping, Online shoppers, Buying behaviour.

DOI:

International Journal of Trade & Commerce (Vol: 10 Issue:2)