An Exploratory study of Buyer intention and behavior with regard to online shopping

Abstract

Customer choices and preferences and overall consumer attitude have always played an important role in shaping market trends and have thus influenced evolution of E-Commerce in India. However, after reaching a specific stage of development, E-tailing has also started influencing the consumer outlook at the market regarding choices of products and services and the overall shopping experience. Enhanced shopping experience, better packing, and value added services rendered by the Online shoppers have raised the expectations of those consumers whoever frequented to online shopping. With the development of the Internet revolution and the shift in buying behavior among the consumers, the increase of online shopping has become a trendy way for consumers and/or companies to trade over the Internet. This research is designed to examine the factors affecting the customer’s intention and behavior towards online shopping. The main objectives of the study are- to provide a theoretical background of online shopping; to study the internet shopping behavior; to examine consumers attitude towards online shopping and identify the factors affecting online shopping behavior .The results drawn would help e-tailors to understand the mindset of the consumers and help them to prepare their marketing strategies accordingly and hence improve their revenue generation.