ZERO MOMENTS OF TRUTH (ZMOT) IN INDIAN ONLINE RETAIL INDUSTRY

Abstract

We live in a fast paced world where everything happens at a lightning speed. Human beings have achieved phenomenal growth both physically and intellectually over the years that our civilization is on a cusp of something truly awe inspiring. One of such creations of mankind that have changed the world we live in is World Wide Web. Internet has opened the flood gates of possibility for human beings. Everything is available at the click of a mouse. No knowledge in this world is beyond reach; all you need is a simple internet connection. This study pertains to one of the enormous possibilities that this wonderful world of Internet presents us: online shopping. Basically, we would venture deep into the understanding of buying habits of online shoppers in India and would try to come up with a best practise guide that online retailers can use. This best practise guide would comprise of many Zero moments of Truths that are valid to Indian online shoppers. These moments are simply the magical moments between the time when a shopper feels a need to buy a product and the time when he actually buys one. Internet has enabled people with a plethora of information sources which they can use to gather information which in turn will enable them to make a much more informed decision.