Online Purchase Behaviour of Indian Consumers – An Analysis

Abstract

India has been gaining importance as a high potential lucrative market for global retailers. Since the recent economic reforms, Indian consumers have just begun to understand benefits of using internet for shopping. However, the growing number of internet users has not been reflected to the online sales. The online retail store has emerged as a ubiquitous sales channel. Especially, online shopping is a rapidly growing e-commerce area. Online stores are usually available 24 hours a day, and many consumers have internet access both at work and at home. Thus, it is important to identify the factors affecting Indian consumers’ online buying behavior in order to find the way to stimulate their online shopping behavior. An empirical survey was conducted in Kanyakumari district to collect data for this study, and various predictors were identified based on their relative Pre, On and Post purchase behaviour to shoppers’ online buying. In addition, this study proposes a number of suggestions for online retailers and marketers and to address future research needs and managerial implication. This study analysis the online purchase behaviour, by classifying it into three categories pre, on and post purchase behaviour.