Online Shopping in India: A Cross-Cultural Study of Paradigm Shift in Tier II Cities

Abstract

Online merchandizing environment has become fiercely competitive aiming for profoundly understanding consumers’ persona that fascinates them to shop online. The current study has been construed to comprehend this. First, differential role of consumer demographics in creating awareness and affecting online shopping on cross-cultural design is scrutinized. Then, relationships between consumer satisfaction and factors affecting consumer buying behaviour have been explored. After conducting KMO and Bartlett’s Test of Sphericity, bivariate analysis has examined the effect of factors affecting online shopping on consumer behaviour of 400 respondents belonging to four urbanized cities of India, through t-test and one way ANOVA. Subsequently, the impact of factors affecting consumer buying behaviour on consumer satisfaction has been investigated by linear regression analysis. Findings suggest age affects online consumer awareness with no differential role of consumer demographics in the effect of factors affecting online shopping cross-culturally. Next part highlights two factors- family influence (motivational factor) and trend (perceptional factor) establishing strong relationships with online consumer satisfaction. This study aids marketing managers and researchers to scrutinize how age affects present-day online consumer awareness. The non-effective differential role of online consumer demographics on a cross-cultural design can aid in marketing strategy formulation for investigating novel relationships between factors affecting consumer satisfaction. It is striking that age affects present-day online consumer awareness without any differential role of consumer demographics, cross-culturally. Moreover, the impact of family influence and trend on consumer satisfaction is leading towards transformational consumer buying behaviour patterns needing recognition which is the researchers’ contribution to extant literature.