CONSUMER BEHAVIOUR IN ONLINE RETAIL

Abstract

Online retailing has emerged as a big force in the 21st century. It has completely changed the landscape of retail market. Online mode provides so many benefits to its customers under one roof. Thus, it is essential to study consumer behavior to device new marketing strategies to lure and satisfy more and more customers. The primary purpose of this research is to find and analyze the main factors which motivate customers to buy online. The project attempts to find whether there is a relation between demographic variables and customers shopping mode preference. We also aim to measure customer loyalty towards their preferred online store. Web based survey is used to collect the primary data. Convenient sampling technique is used with a sample size of 60. Out of 60, 52 people responded with a response rate of. SPSS software was used to analyze the data. We have used chi-square and ANOVA for data analysis. According to the findings, the main motivational factor to buy the product online is convenience and time saving. Age and gender of a customer has a relation with the preferred shopping mode. Income of a customer influences the online shopping frequency. Very limited number of customers show high loyalty towards their preferred brand. Maximum of them shows moderate loyalty. There are various limitations of this study. The respondents were selected only from a particular area. Another limitation is limited sample size. Convenient sampling technique is used with a sample size of 60. Future studies can be done with a bigger sample size and including customers from different geographies. E-retail companies can refer this study while formulating new strategies. It will help them to identify the demographic segments who prefer online mode over offline mode.