E-Shopping: Outlining the Impact of Explanatory Variables

Abstract

India has taken a step in online shopping through the expansion of information and communication technology (ICT). In this digital era huge opportunities are coming in the online industry due to rapid changes in ingesting pattern, customer preferences and product needs. E-commerce has been crated a booming passageway in the world. It has been very easier to get the products just a mouse click. Adequately number of e-companies has come up with customized products with easier transaction facilities. Though Internet shopping provides various benefits like flexibility of shopping time, wide variety of choices, but then again a large section of Indian population is still reluctant to adopt it relative to foreign nations. The reason behind these can be attributed to socio economic texture. This study is focused in North 24 parganas district under the state West Bengal (India) where most of the community residing in outskirt of the city. In the current research an effort has been made to analyze the unobserved factors manifested through the perceived behaviour towards ecommerce. The study has extracted explanatory factors affecting the perception consumer towards virtual buying behaviour. For this study 100 samples were collected and statistical tool Factor Analysis, ANOVA (Analysis of Variance) have been applied .These implied findings of the study will help the marketing analyst as well as strategist to forecast and assume the online buying behavioural standards across different geographic platforms in the country and consolidate the resource allocation accordingly.