Online shopping Essay

The research report is divided into following parts:-

A) Literature Review:

In this segmented the literature related to online shopping and the attitude",behaviour of consumers towards online shopping is going to be discussed. The literature from the previous years has been collected and studied.The study enables to now that there are so many online shopping stores, some of these are limited specially to clothes, electronics or male/female/kids daily use products but some are dealing with all of these products. The competition has been increased so much that every online store is trying to sell the products as cheaper as possible to gather more customers. Online shopping sites are providing with so many discounts, offers, sales and free shipping which are providing much advantages over traditional shopping that these days a big fraction of consumers has shifted towards online shopping, but at the same time online shopping is exposed with some perceived risks also. So many studies have been done till now to understand the factors influencing behaviour of consumers towards online shopping and what are the methods to increase perceived benefits and decrease perceived risks of online shopping to the consumers. Here are some of the literature collected from Google scholar, EBSCO, Mendeley, Emerald, Jstor and Pro Quest which includes many systematic reviews and also to understand consumers and their developing attitude towards online shopping of consumers durables.Moreover few of thesis and synopsis were studied on shodh ganga and gangotri respectively.The literature discussed below:

--At National Level:

 Dr. Suryakant Ratan Chaugule (2015) argues that higher levels of education and personal income correspond to more favorable perceptions of shopping online. He mentioned that increased exposure to technology also increases the probability of developing favorable attitudes towards new shopping channels.

 Sodi",Jasbir (2014) in the Indian journal of applied research, and the topic is E-Tailing Boom – Impact on Retailing.Researcher has analyzed opportunities and threats in this study. It suggested the biggest competitive strategy adopted by these e-tailers was low pricing which has remarkably increased their sales and reduced the sale of brick and mortar stores.

 Nagra",Gagandeep and Gopal",R (2013) defined in the International journal of scientific and research publications , “A study of factors affecting online shopping behavior of consumers”. The researcher worked on the impact of demographic factors of consumers on on-line shopping parameters like satisfaction with on-line shopping, future purchase intention, frequency of on-line shopping, numbers of items purchased, and overall spend on on-line shopping. The results of study reveal that on-line shopping in India is significantly affected by various demographic factors like age, gender, marital status, family size and income.

 Sandhu",Vikram(2013)in International journal of research in social science, “ e-retail: its growth and prospects”, the researcher critically evaluated the suitability of business environment for e- shopping in India and find the factors responsible for the success of e-tailing in India. As a result e-retailing is associated with numerous benefits both for the e-retailers and the consumers.

 Karim (2013) conducted a study on online shopping behaviour of customers and documented that online vendors can assure their consumers for transaction security and avoid long delays in completing online orders and the hassle of returning goods for better online shopping experience.

 Chandra P. Sathish and Sunitha.G (2012) in the journal of Art science and commerce, e-tailing – the mantra of modern retailer’s success, researcher drives the factors for growth of the e-tailing.and also elucidate the strategic role of e-tailing in achieving the retail organization objectives. Researcher finds that E-tailers, need to revisit some basic retail functions, and develop further competencies in the areas of merchandising and demand forecasting, then",it can be a new success mantra of any retailer.

 Thamizhvanan",Arun (2012) in the journal Emerald Insight, Determinants of customers’ online purchase intention:an empirical study in India, researcher has analyzed customer online purchase intention, shopping orientation factors, online trust and prior online purchase experience. The research established that impulse purchase orientation, prior online purchase experience and online trust have significant impact on the customer purchase intention. Males are found to have more intention to shop online than females.

 Kumawat, Mahesh and Verma",Sanjeev (2012)",in International journal of Engineering and management sciences, on-line retailing in India: opportunities and challenges, the researcher finds opportunities and challenges of online retailing. The results show that in the next 5 years, online retailing in India will strengthen even further.

 Goswami ",Shubham and Mathur",Meera (2011)in the journal of IJMT, “Retail goes online-An Indian perspective”, researcher investigates online retailing development and growth in Indiaand researcher finds that exponential growth in online retailing in India and its threat to kirana and small retailers.

 Dahiya Richa (2012) conducted a study on“Impact of demographic factors of consumers on online shopping behavior: a study of consumers in India‖. The present research paper had used Qualitative and Quantitative research methods to study the impact of Demographic factors of consumers on on-line shopping parameters like satisfaction with on-line shopping, future purchase intention, frequency of on-line shopping, numbers of items purchased, and overall spend on on-line shopping. The main objectives of the study was to identify the various categories of Demographic factors and variables impacting on-line shopping behavior of consumers in India and to study the impact of Demographic factors on on-line shopping behavior of consumers in India. The data was collected through Questionnaires on a sample of 580 respondents from Delhi, Mumbai, Chennai, Hyderabad and Bangalore. To meet the research objectives and to test proposed hypotheses, the data analysis technique used in the study was ANOVA. The results of study reveal that on-line shopping in India is significantly affected by various Demographic factors like age, gender, marital status, family size and income. The results of the study could be further used by the researchers and practitioners for conducting future studies in the similar area. During the review of this study major shortcoming has been observed as types of questionnaire was unexplained, How the survey was conducted whether it is online or offline.

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