From Traditional Shopping to Online Shopping
Dr Silky Vigg Kushwah and
- Associate Professor, New Delhi Institute of Management, Vasant Kunj, New Delhi
- Associate Professor, IMM, Qutab Institutional Area, New Delhi
With the internet shopping in India pegged at
Rs. 52,000 crores and growing at a phenomenal
rate of 100%, it opens up a whole new world
of possibilities for both the consumer and the
marketers. In a country where mail order/
catalogue shopping does not even register its
presence what were the factors that have had
resulted in this entirely new channel and led
to a paradigm shift in consumer behavior from
traditional shopping to online shopping? The
paper undertakes a factorial study of the behaviour
of the urban educated middle class consumers in
India with respect to the online marketing sites.
To this end, it analyses the data collected from
a sample of 400 urban educated middle class
consumers selected on a non-probability basis,
using purposive sampling technique. We used
factorial analysis to analyse the data. The study
found that this consumer behaviour is actuated
by three main factors such as seller’s image,
website quality and seller’s concern for customer.
We find that the perception of privacy protection
factor was high for the websites most commonly
used by the consumers and emerged as the most
important factor leading to online purchases. The
study concludes that with the likelihood of the
shift in shopping behavior from traditional to
virtual continuing and accelerating in the future, marketers will have to relook at their distribution
and promotional models in order to meet the new
challenges of changed customer behavior.
Internet Shopping, Online Shopping,
Paradigm Shift, Traditional Shopping,
Consumer Behavior, Factorial Study
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