STUDY OF CUSTOMER ATTITUDE AND PERCEPTION ON SHOPPING WITH AMAZON INDIA LTD.

Abstract

The e-commerce sector has seen unprecedented growth in 2014. The growth was driven by rapid technology adoption led by the increasing use of devices such as smartphones and tablets, and access to the internet through broadband, 3G, etc. which led to an increased online consumer base. Consumers are increasingly adopting electronic channels for purchasing the products of their daily need. The development of information technology have enhanced customer awareness and created a situation where people prefer shopping online rather than physically visiting the retail stores since online shopping provides quality products as well as saves time Methodology: The purpose of this study is to analyze factors affecting on online shopping behavior of consumers by designing a self closed ended questionnaire to collect the data. The dimensions included in the study are web site design, reliability, responsiveness, trust and personalization. A research model is developed for understanding the perceptions of rational customers regarding online shopping. The model proposed that e-service quality dimensions are casually linked to the two performance measures of overall service quality and customer satisfaction, and in turn influence customer purchase intentions. We specifically focused on the site Amazon India ltd and studied customer perception and attitude towards shopping with them.