Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Determinants of Customer Shop Online: A Case of Study from Indian Context

Author(s): Dr. Jaipal Rathod and Mr. Gosala Raju

Purpose: The purpose of this paper is to measure the developed online shopping construct in the Indian context and to examine the impact of demographics indicators on online shopping and their product preference in online shopping. The study also analyses the mediating role of consumer attitude relationship between quality of the product, price, product delivery, website information attribute, online services, and consumer buying behavior towards online shopping in the Indian context. Design/methodology/approach: An offline survey was conducted by administrating a structured questionnaire to the online shopper in selected metro cities in India. The data was collected through a structured questionnaire by applying a purposive sampling technique. Responses are recorded on a five-point Likert scale where: one stands for strongly disagree, three stands for neither disagree nor agree, and five stands for strongly agree. Originality/value: All data are collected a single time due to cost and time constraints. Longitudinal studies are more suitable to understand the customers purchasing preference. The sample of the survey was from Indian metro cities, i.e., Hyderabad, Chennai, Mumbai, Delhi, and Kolkata. Managerial and Social Implications: The study helps online service providers or E-retail industries to understand customer attitudes and buying behavior in India. It also contributes to formulating the best marketing/e-marketing strategies to tap potential customers in India. Hence, the study also helps the e-retailers to provide better convenient policies to tier-1 tier2 cities and rural customers in India.

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