1. An Exploration of Consumer Buying Behavior towards E-tailing: Working Paper Series - I.
- Author
-
Siddiqui, Urooj Ahmad and Khan, M. S.
- Subjects
CONSUMER behavior ,ONLINE shopping ,TIME perception ,SMARTPHONES ,STANDARD deviations - Abstract
This study is the first in the two paper series on online buying behavior. The main purpose of this first study is to explore the online buying behavior on the basis of certain identified online behavior characteristics viz. online shopping frequency, most visited website or online retailer, any purchase in last three months, average purchase in last three months, buying behavior from more than one website, smart phone usage and its preference, perception of online shopping about time management and to find out most and least purchased product categories through online shopping. The study is based on primary data collected from 410 respondents from Lucknow and nearby areas. The data was collected through a structured questionnaire survey devised for the purpose. The survey was administered conveniently and purposively to the identified online shoppers. It consists of two sections first related to demography and the second exploring the online buying behavior characteristics. The descriptives related online buying characteristics were studied employing the tools of frequency, percentage, mean and standard deviation. It was found that majority of the customers visit any website either 2-4 times a week or daily. Flipkart was rated as top visited website followed by Amazon and Snapdeal respectively. Most of the customers visiting any website had made a purchase in last three months with an average online expense of Rs. 4907. The findings show majority of the customers regularly visit more than one website. A very strong majority, 82% of the customers use smart phone whereas 69% of the smart phone users prefer it for shopping. The time saving perception of online shopping was also found to be prevalent among the customers. The findings indicate that clothing, apparel, footwear & accessories is the most purchased category, computers, mobiles, tabs & accessories is the 2nd most purchased category. This study discussed the descriptives related to online buying behavior characteristics. The next study in this paper series will try to determine the impact of demographic factors on these online buying behavior characteristics. [ABSTRACT FROM AUTHOR]
- Published
- 2018