Prepared by

Paras Shah
(AMA-PGPIBM 2008-10)
 Objective
 Situation analysis-Background
 Research findings
 Conclusions
 Recommendation
 The purpose of this research study is to investigate
online consumer behaviour, which in turn provides E-
marketers with a constructional framework for fine-
tuning their E-businesses strategies.

Specific Objectives:
 
1. To identify key factors influencing online shopping
purchase behaviour.

2. To identify the factors that can explain the

differences in online buying behaviour of Indian
Consumer and Foreign Consumer.
Factors That Boost Online Shopping in India
 
 Rapid growth of cybercafés across India
 Access to Information
 The increase in number of computer users
 Reach to net services through broadband
 Middle-class population with spending power is
growing.

Internet is no longer a niche technology, as it is an

integral part of modern life, consumers turn to this
option as it is more convenient and buyers can also
carry out research before buying any product
 Research: Exploratory research
◦ Exploratory as well as descriptive
◦ Develops concepts more clearly, establish priorities and
improve the final research design.
◦ Done mainly through questionnaire and interviews-
Qualitative technique
◦ Questionnaires send by email to consumers outside India.

 Non-probability-Convenience sampling
◦ Unrestricted sampling
◦ Choosing from friends & random people found on internet
 This research found that information, perceived
usefulness, ease of use, perceived enjoyment and
security/privacy are the five dominant factors which
influence consumer perceptions of online purchasing.

 Increased Internet penetration, a hassle free shopping

environment and high levels of Net savviness see more
and more Indians shopping online.

 The goal is not to convert all shoppers to online

purchasing, but to show them it’s an option.
 It is a challenge for E-marketers to convert low
frequency online buyers into regular buyers
through successful website design and by
addressing concerns about reliable performance.

 The quality of products offered online and

procedures for service delivery are yet to be
standardized.
 Efforts need to be taken to educate the online
buyers on the steps that need to be undertaken
while making an online purchase.

 Proper security should be assured to the people

making online purchases.

 Government should play a bigger role in

encouraging online shopping.