Consumer Behaviour Towards Online Shopping – an Analysis with Product Dimensions

Abstract

Consumer Behaviour is a complex and challenging field to analyze by the marketer 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. Various ECommerce models provide both the product and service sectors to utilize the facilities and opportunities at the right time. The online shopping had become an entertainment activity in spite of the gender differences. This study analyses the Consumer Behaviour towards Online Shopping with due considerations with the product related dimensions. Demographic profile of the respondents, awareness to online shopping, influence of product dimensions on Online Shopping Behaviour were the objectives framed for the study. Descriptive research study is adopted and snow ball referencing method was used for sample identification. The sample size constituted was 412 which include 188 samples from Erode district and 224 samples from Trichy district. Data were analyzed using SPSS and tools like chi-square, ANOVA and Correlation were applied. The results indicated that the online shoppers are satisfied with all the product dimensions and the variables like educational qualification, knowledge of online shopping, frequency of online purchases and preferred mode of payment had a significant relationship with the awareness level on online shopping. With due attention to product delivery at remote places and increased advertisements online sales can be increased over a period of time.