Consumer Behavior in Online Shopping: What they think before they buy

By : Vishal Tushar Rajani, Preeti Nakhat

Page No: 377-384

Abstract
This paper extends the light on the consumers’ behavior while shopping online. Consumer behavior deals with the study in individuals’ behavior of purchasing goods or services. Online shopping is the action of purchasing goods online over the internet. The purpose of this research was to find what customers thought when browsing through different products. A qualitative research method was used to analyze the data of the interviews which included 15 sample subjects from each age groups of 15-18, 18-21, 21-23, and 23-25. A list containing 31 questions was prepared for gathering the data. Age group 23-25 were committed to a full-time job. Major findings include, purchasing habits have to do with previous experiences, e-commerce sites are used for looking out the latest trends, and no one read the return policy before their purchases. Such other findings will also help marketing stakeholders improve their tactics in luring the customers over the internet. Although this research has brought fruitful outcome, there is a scope of quantitative analysis on the same research topic, like, the ratio of male to female, the percentage of people willing to pay more for faster delivery, and so on.

Authors :
Vishal Tushar Rajani : Pursuing BA Hons. – School of Liberal Studies, Pandit Deendayal Petroleum University, Gandhinagar, Gujarat.
Preeti Nakhat : Assistant Professor Psychology – United world School of Liberal Arts & Mass Communication, Karnavati University, Gandhinagar, Gujarat
 

DOI: https://doi.org/10.32381/JPR.2019.14.02.15