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Research Paper | Management | India | Volume 3 Issue 8, August 2014 | Popularity: 7.1 / 10

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Online Shopping and Its Impact on Consumer Behavior in Trans Yamuna Area of Allahabad

Rekha Verma, Agift Aimol, Nisha Chacko

Abstract: India has 12 million people reported to be active Internet surfers, which is 10.2 percent of its population. The current online shopping market in India is 46 million and is expected to treble in the next 5 years. Online shopping behaviour is defined as the process a consumer takes to purchase a service or product over the internet. The present study entitled, Online shopping and Its impact on Consumer Behaviour in Trans Yamuna Area of Allahabad, was undertaken to find out how frequently the respondents access the internet for online shopping, to find out the impact of online shopping on consumer behaviour of selected respondents and to compare the consumer behaviour related to online shopping based on gender. Trans Yamuna area of Allahabad (SHIATS, Mahewa, Gangotri Nagar) was selected to conduct the study. Purposive random sampling was used to select 105 respondents in the age group of 18-30 years with online shopping experience. The number of male and female was 55 and 50 respectively. According to the objectives of the study, the questionnaire taken from previous literature on Internet shopping and its impact on consumer behavior (Zheng 2006) was used to collect data and analyzed using tabulated data simple percentage, analysis of variance and chi square test. It is concluded that the respondents accessed the internet to support their work on a daily basis but accessed the internet for online shopping occasionally. The respondents were found to prefer online shopping to physical shopping due to benefit such as saves time, comfortable/ relaxed shopping, detailed product information and facility of easy price comparison impacting consumer behavior towards online shopping. The impact of online shopping on consumer behavior based on gender is statistically insignificant.

Keywords: online shopping, consumer behaviour, gender

Edition: Volume 3 Issue 8, August 2014

Pages: 1898 - 1900

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