Consumers’ Perception on Online Shopping

R. Shanthi, Desti Kannaiah


E-commerce is emerging as a great level given that organized retail is still not ubiquitous across the length and breadth of the country with large retail chains making up less than 10% of the market.E-commerce is helping people in smaller towns in India access quality products and services similar to what people in the larger cities have access to. It being forecast that close to 60% of online shoppers would come from beyond the top eight large cities by end of this year.Increasing internet penetration has helped to expand the potential customer pool. Internet penetration is only about 10% (or about 121 million users) as against about 81% in the US and 36% in China. However this number continues to rise at a consistent pace because of falling prices for broadband connections. The first World Wide Web server and browser, created by Tim Berners-Lee in 1990, opened for commercial use in 1991. Thereafter, subsequent technological innovations emerged in 1994: online banking, the opening of an online pizza shop by Pizza Hut, Netscape's SSL v2 encryption standard for secure data transfer, and inter-shop’s first online shopping system. Immediately after, launched its online shopping site in 1995 and eBay was introduced in 1996.  In the past decade, there has been a dramatic change in the way consumers have altered their way of shopping. Although consumers continue to purchase from a physical store, consumers feel very convenient to shop online since it frees the customer from personally visiting the store. Internet shopping has its own advantages and it reduces the effort of travelling to a physical store. Decisions can be made from home at ease looking at various choices and prices can be easily compared with the competitor’s products to arrive at a decision. This study highlights student’s attitude towards online shopping and their product preference on online shopping. This enable the e-retailers to support their online customer better by developing suitable marketing strategy in order to attract and convert potential customer as an active customers by encouraging them in an efficient way to make a purchase decision.

Keywords: Online Shopping, Consumer Perception, Buying Behaviour, Purchase Decision,      e-Commerce

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