Consumer Buying Behaviour Towards Online Purchase

Abstract

With the increasing internet literacy, the prospect of online marketing is increasing. There are millions of people online any time and they all are a potential consumers in the online market. The online shopping had become an entertainment activity irrespective of the gender differences.  Consumer Behaviour is a complex and challenging field to analyze as preferences vary over a period of time. The traditional method of purchase is replaced with online mode facilitating the consumer anytime purchase providing all the benefits under a single roof, cost, convenience and communication. This study is conducted through online survey. Convenience sampling technique was used and data was collected from 102 consumers.   To find out the perception of consumers’ towards online purchase, 10 factors were considered, for the factor “I am satisfied with the experience of online shopping” lowest coefficient of variation value is observed which means that all the respondents perceived online shopping is convenient. To analyze the factors influencing consumers’ satisfaction towards online purchase The statement “Satisfied with the experience of online shopping” as dependent variable and the five predictors are  S1: I shop online because of the cheaper price than solid shops, S2: The 24-hours operation attracts me to shop online as it is convenience, S3: It is good to have multi brands available in one website where I can shop different brands,S4: Free delivery charge is a price advantage when I shop online andS5: Product price is important to me when I shop as Independent variables, Regression analysis proved that the selected factors influencing consumer satisfaction is only 28%.