Use of Hindi Language in Online Shopping Websites: A Predictor of Consumers’ Satisfaction

Abstract

India is developing as an international hub of online business. The times of change finally arrived in India. The disposable incomes, technological advances, well-networked communities contributed to new paradigm shift in shopping. The customer is aggressive and ready to explore. The marketer has to understand the complexity of an exponential surge in online shopping. Demographic profile of the online shopper is important, rather critical to understand. Today, all the shopping websites have all the functions in English and when it is found that in India 75% are Hindi spoken, it is difficult for them to understand the key words and all the functions properly. Even most of them are sellers as well as consumers. This study has tried to examine the impact of Hindi usage in websites on customers’ retention with reference to growth in economy and approachable by all the consumers in rural areas. It is, however, critical to see the forest beyond the woods. The interest generated is because there are over 100 million Indian consumers who buy online, but sometimes, they face difficulty in understanding English. Therefore, this study has suggested to Indian online companies to display the translation. There should be an option for changing the languages. Now mostly, government websites have such language options. Convenience, scarcity of time and online comparisons have made Indian consumer buy books, apparels, cellphone, air and hotel bookings, electronic gadgets and music CDs, and many more products and services online. This paper is an attempt to understand the factors that propel online shopping behaviour through the usage of Hindi language in online shopping websites. The fastest growing community of online shoppers has compelled the traditional marketer to rethink. It endeavours to find whether online shopping is the next big idea in the Indian business scene.