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Discernment of Consumers toward e-shopping: An Indian Perspective Study

Swatantra Kumar, Dr Sanjay Baijal

Purpose: This exploratory study is an attempt to analyse the shift from traditional brick and mortar framework to virtual shopping. The paper further explores the factors which the customers keep into their mind while shopping via online mode.


Design/ Methodology: A convenient sampling method has been used to collect data. Questionnaires have been filled through face to face interaction with the respondent of Gorakhpur dist. For this purpose a target of 120 people was set, but many respondents did not give complete information so only 105 surveyed questionnaires were considered for data analysis and interpretation.


Findings: Finding indicate that changing trend & preference of shopping are significantly related to their age, gender, education, income, familiarity & past experience. The major deterring factors were found as security measures and lack of physical presence. The result shows that educated, mid-level income earning and web familiar males can provide a target market for e-tailers.


Managerial/practical Implications: Although trend & preferences of customer are changeable in nature but a continuous look is required to understand the online market. The research may assist e-tailers while formulating, managing and improving their online marketing practices to cater to changing needs of consumers and thereby growing their market share.


Limitations: The study was performed in Gorakhpur city of Uttar Pradesh, India. The result may vary, if the same study accomplished in other region of the country. Time and financial constrains limits the study to pick limited size of sample.

Online shopping, e-commerce, Consumer behaviour, Retail trend, shopping intention
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