Online Behavior of Appearel

INSTITUTE FOR FUTURE EDUCATION ENTREPRENEURSHIP & LEADERSHIP, LONAVALA, INDIA

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A Research on Online Buying behavior of Consumer’s in India

Research Proposal

Sahil Maini

PGDM 2012-2014

Under the Guidance of

Prof. Sachin modgil & Prof. Ajitabh Dutta

PROPOSED TITLE:

“A research study on online buying behavior of consumer’s in India”

Abstract

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 young consumer’s 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. The four key dimensions of online shopping as perceived by young consumers in India are identified. Besides that It is discovered that website design, website reliability, customer service and trust are the four key factors which influence young consumers’ perceptions of online shopping. The present paper focuses of the factors, challenges and measures to be taken by retailers to understand online buying behaviour of consumers in India.

INTRODUCTION

With an increase in use of internet as means of communication with consumers, the field of E-commerce, online buying has experienced a rapid growth in the recent years. Its well known that online business i.e. business to consumers is increasingly growing at a very high speed. There is a huge purchasing power of a youth population aged 18-40 in the urban area. The people have taken a long time to understand and accept the advantage of E- commerce. The cost of internet usage is also getting lower, with good competition among the providers. This will increase the usage as it goes more on wireless internet. Indians are proving every time that they can beat the world when it comes to figures of online shopping. More and more Indians are going to online shopping and the frequency of India’s online buying is crossing the overall global averages.

According to a study, “About 44 percent students use Internet in India and overall 72% of young people access Internet on regular basis. It has been seen that due to excess use of internet by the young generation, the buying patterns have been changed. It has changed the way goods are purchased and sold, resulting to the exponential growth in the number of online shoppers. Attitude toward online shopping and goal to shop online are