Prepared byParas Shah

(AMA-PGPIBM 2008-10)

Objective Situation analysis-Background Research findings Conclusions Recommendation

The purpose of this research study is to investigate

online consumer behaviour, which in turn provides E-marketers with a constructional framework for fine-tuning their E-businesses strategies.

Specific Objectives: 1. To identify key factors influencing online shopping

purchase behaviour.

2. To identify the factors that can explain the differences in online buying behaviour of Indian Consumer and Foreign Consumer.

Factors That Boost Online Shopping in India  Rapid growth of cybercafés across India Access to Information The increase in number of computer users Reach to net services through broadband Middle-class population with spending power is

growing.

Internet is no longer a niche technology, as it is an integral part of modern life, consumers turn to this option as it is more convenient and buyers can also carry out research before buying any product

Research: Exploratory research◦ Exploratory as well as descriptive◦ Develops concepts more clearly, establish priorities and

improve the final research design.◦ Done mainly through questionnaire and interviews-

Qualitative technique◦ Questionnaires send by email to consumers outside India.

Non-probability-Convenience sampling◦ Unrestricted sampling◦ Choosing from friends & random people found on internet

This research found that information, perceived usefulness, ease of use, perceived enjoyment and security/privacy are the five dominant factors which influence consumer perceptions of online purchasing.

Increased Internet penetration, a hassle free shopping environment and high levels of Net savviness see more and more Indians shopping online.

The goal is not to convert all shoppers to online purchasing, but to show them it’s an option.

It is a challenge for E-marketers to convert low frequency online buyers into regular buyers through successful website design and by addressing concerns about reliable performance.

The quality of products offered online and procedures for service delivery are yet to be standardized.

Efforts need to be taken to educate the online buyers on the steps that need to be undertaken while making an online purchase.

Proper security should be assured to the people making online purchases.

Government should play a bigger role in encouraging online shopping.