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Students' Perception towards Online Shopping: A Comparative Study of Non Professional and Profes

Students’ Perception towards Online Shopping: A Comparative Study of Non Professional and Professional Students

Anindita Chakraborty¹ and Gaurav Srivastava²

¹Assistant Professor, Faculty of Management Studies, Banaras Hindu University, Varanasi (UP)

²Student, MBA (IB)-III Semester, Faculty of Management Studies, Banaras Hindu University, Varanasi (UP)

¹E-mail: aninditachakraborty19@gmail.com, ²E-mail: gauravsrivastava24.7@gmail.com

 

Abstract


India’s e-commerce is growing at a CAGR of 20% to 30%, with websites like flipkart.com, myntra.com, olx.com etc., have positively influenced the growth. Consumers are playing an important role in this growth. The increasing use of internet by the younger generation in India provides a rising hope for online retailers. It becomes very important for online retailers to know about the factors that shape the perception of younger generation towards online shopping, associations between these factors and type of online buyers. They can further develop their marketing strategies to convert potential customers into active ones. This paper is an attempt to empirically investigate the factors affecting perception of students enrolled in professional and non-professional courses towards online shopping and further compares difference in their perception. The result showed that there was insignificant difference between the perceptions of the two groups of students towards online shopping. Further the factor analysis resulted in the emergence of four factors namely web security, compliance, effortlessness and exhaustiveness. Identification of the various factors and in addition how they affect the perception will help online marketers and sellers to improve their strategy in this context.


Keywords: Online shopping, Perception, Reliability.

 



Back To Volume: I, No.2, July-December 2012

 

 

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