Customer buying behaviour towards online shopping

Abstract

Information technology, an important aspect of digital economy, is developed internationally and also advent of internet in our country India, since last two decades. Nowadays usage of internet and mobile phone are gaining momentum because of change in lifestyle of rural and urban people. Apart from brick and mortar type of shopping, youngsters especially college students prefer shopping by means of brick and click thro cyberspace. Because of the technological up gradation and immense use and availability of internet and changing lifestyle of buyers, organization would like to promote and augment the brand equity and sales of their products with the help of website. Buyers prefer on line mode than traditional mode of shopping because of the availability of information pertaining to the various aspects of the products, mode of delivery and after sale service of the on line shoppers. In order to understand the buying preferences of the college students towards online shopping a study is undertaken. This study deals with the college students' opinion about online e-commerce shoppers, their buying habits, preferences and characteristics of on line e-commerce websites. Under graduate and postgraduate students were included for this study. Most of the students preferred Amazon, Flipkart, Snapdeal as their online shoppers. According to this study laptop, mobile phone, books and dress materials are the favourite products choice for online shopping. Under graduate and postgraduate students were included for this study. This study will be useful for the online e commerce companies like Amazon, Snapdeal, Flipkart to understand the tastes, preferences and requirements of youngsters and college students.