Ashish Shrivastava, Dr. Bhavana Likhitkar
Consumer Behavior, Demographic variables, Independent Sample t test, Levene’s Test, Online buying behavior, Post hoc
With the globalization and ease of business initiative by Indian Government coupled with massive internet and smartphone penetration, organizations target customers across length and breadth of the country. Since Internet is the backbone of e-commerce, the online retailers must understand the importance of various demographic variables that impact the buying decisions of the customers across all age groups, gender, income levels, etc. The present paper has used both Qualitative and Quantitative research methods to study the impact of various demographic variables of customers on online shopping patterns like what they buy, how frequently they buy, how much they spend and likelihood of repeat purchase. The data was collected using a questionnaire across Tier 1, Tier 2 and Tier 3 cities. Simple random sampling was used and a sample of 120 respondents was considered for data analysis. The result of the study reveal that online shopping in India is significantly affected by various demographic variables like gender, income, location, education and marital status. Education play a vital role in online shopping spent. Also, there is a significant impact of gender on online shopping spent, where males are spending more in comparison to women. Also it is clearly seen that there is a significant relationship between Income and online shopping spent. Internet savviness is crucial for online shopping.
Article Details
Unique Paper ID: 156783

Publication Volume & Issue: Volume 9, Issue 4

Page(s): 714 - 722
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