Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters for Electronics Brands in India
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 1
Abstract
We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the places that are situated faraway from each other and made the life easier with huge number of facilities but has also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular shopping option among urban and modernised consumers. Not all the consumers show similar trends while using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for different set of consumers. Though window shopping is no longer an alien concept even for the internet immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive features of the medium have tempted many researchers from time to time to throw light on lesser known areas but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through a questionnaire containing close ended questions. Analysis of data has been done through data graphs.
Authors and Affiliations
Prof. Doyel Dutta
Keywords
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