Consumer Preferences of Online Shopping Websites across Product Categories – An Empirical Study
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 6
Abstract
This study attempted to understand and compare consumer preferences across popular online shopping websites in India as well as across popular online purchase product categories. The pattern appeared similar for all the multi-category sites under study with Gadgets being the most popular category for the majority for their preferred website, followed by Apparel and Accessories categories. Snapdeal was seen to be equally preferred for all these three categories, however, for Flipkart and Amazon the share for Gadgets was significantly larger. Myntra and Jabong were found to be perceived as a category-specific website with more than 50% of the respondents stating them to be the preferred choice for online Apparel purchase. Similarly, Grofers and Big Basket were perceived to be largely Groceries-specific as is evident from the finding that a majority of the respondents opted for either of these two websites as their preferred choice for online purchase of Groceries.
Authors and Affiliations
Dr Hanif Kanjer, Dr Shipra Bhatia
Keywords
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- EP ID EP411563
- DOI 10.9790/487X-2006026168.
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