See discussions, stats, and author profiles for this publication at: [Link]

net/publication/336736562

Inclination towards Online Shopping - A Changing Trend among the Consumers

Article in Journal of Economics Management and Trade · October 2019

DOI: 10.9734/jemt/2019/v25i230190

CITATIONS READS
7 4,993

3 authors:

Manorama Devi Leena Das

Dr. Rajendra Prasad Central Agricultural University Assam Agricultural University
8 PUBLICATIONS 11 CITATIONS 9 PUBLICATIONS 9 CITATIONS

SEE PROFILE SEE PROFILE

Moonty Baruah
Assam Agricultural University
18 PUBLICATIONS 24 CITATIONS

SEE PROFILE

All content following this page was uploaded by Manorama Devi on 04 April 2021.

The user has requested enhancement of the downloaded file.

 Journal of Economics, Management and Trade

25(2): 1-11, 2019; Article [Link].50128

ISSN: 2456-9216
(Past name: British Journal of Economics, Management & Trade, Past ISSN: 2278-098X)

Inclination towards Online Shopping - A Changing

Trend among the Consumers
Manorama Devi1*, Leena Das1 and Moonty Baruah1
1
Department of Family Resource Management and Consumer Science, Assam Agricultural University,
Jorhat, Assam, India.

Authors’ contributions

This work was carried out in collaboration among all authors. All authors read and approved the final
manuscript.

Article Information

DOI: 10.9734/JEMT/2019/v25i230190
Editor(s):
(1) Alfredo Jimenez Palmero, Assistant Professor, University of Burgos, Spain.
Reviewers:
(1) Tareq Nael Hashem, ISRA University, Jordan.
(2) Hasnizam Shaari, University Utara Malaysia, Malaysia.
(3) Yen-Cheng Chen, Chinese Culture University, Taiwan.
Complete Peer review History: [Link]

Received 01 July 2019

Accepted 06 September 2019
Original Research Article
Published 21 October 2019

ABSTRACT

Shopping was once perceived as an activity of going out, exploring various stores and shops across
the town, shifting through a myriad of options and finally settling down to purchase a product with full
satisfaction. Now that the technology is skillfully trying to make a person think smartly, without
exerting much physical energy, we see that even shopping has been engulfed under grip of
changing lifestyle. With online shopping spreading its wings gradually, the experience of ‘touch and
feel’ concept is slowly fading among the consumers. Online shopping or electronic shopping is a
part of electronic commerce which allows consumers to directly buy goods or services from a seller
over the internet. A survey was conducted in the Jorhat town of Assam to know the online shopping
scenario among the consumers with the objective to identify the category of population inclined for
online shopping and the factors influencing the consumers for online shopping. For the present
research work, 120 samples were selected randomly from four wards of municipality area and a
multistage stratified random sampling method was adopted in order to select representative sample.
The findings of the study revealed that the young generations are very active in the activities of
online shopping and most of them are females. The results of the study have given detailed
information regarding the change in shopping behaviour of the consumers.

_____________________________________________________________________________________________________

*Corresponding author: E-mail: manoramaaau@[Link];

 Devi et al.; JEMT, 25(2): 1-11, 2019; Article [Link].50128

Keywords: Consumer; online shopping; shopping behavior; factors.

1. INTRODUCTION will also share a good proportion of this success.

Now consumer’s mentality and shopping patterns
In simple words, online shopping is defined as are changing very fast. Earlier online shopping
purchasing items from internet retailers as was a simple medium for shopping with fewer
opposed to a shop or store, or the act of options. The users could just place an order and
purchasing products or services over the pay cash on delivery. But, with the changing face
internet. It is a form of electronic commerce of online market, this field has been upgraded to
which allows consumers to directly buy goods or a great extent and hence mesmerized many
services from a seller over the internet using a customers. Today, the online shopping has
web browser. Online shopping gives consumers become a trend in India and the reason behind
the access to the world market, enabling them to the adoption of this technique lies in the
compare price across the region and various attractive online websites, user-friendly interface,
sites, find out whether price varies by order bulky online stores with new fashion, easy
fragmentation, get awareness about alternative payment methods and cash-on-delivery, no
products [1]. A report by Comscore [2] specified bound on quantity & quality, one can choose the
India as the world’s third largest internet items based on size, color, price, etc [5]. In the
population. Consumers are turning to the internet upcoming years, e-commerce is expected to
as a shopping channel to a great extent. It boom in the Asian region. The number of digital
generates the need to understand the buyers in Asia Pacific is projected to pass the
consumer’s online shopping behavior. It is also one billion mark for the first time in 2018, which
reported that consumer buying behavior in online will account for 60 per cent of all internet users in
shops is relatively different from what is exhibited the region. In line with the regional growth, India,
in the traditional environment [3]. The growing an emerging Asian market, shows optimistic
use of internet in India provides a developing projections for the e-commerce industry. Current
prospect for online shopping. Internet is changing active e-commerce penetration in India stands
the way consumers shop and buy goods and only 28 per cent. With lots of room for
services, and has rapidly evolved into a global improvement, India's retail e-commerce CAGR is
phenomenon. According to Mary Meeker [4], projected to reach 23 per cent from 2016 to 2021
India is home to the world’s second largest [6].
internet user base, accounting for 12 per cent of
all internet users globally. Many companies have To the online shopper, everything that they could
started using the internet with the aim of cutting possibly want is available at the click of a mouse.
marketing costs, thereby reducing the price of A shopping expedition that might once have
their products and services in order to stay taken a few hours to complete is done and
ahead in highly competitive markets. Companies dusted within a matter of minutes and all from the
also use the internet to convey, communicate comfort of their own home, or the workplace.
and disseminate information, to sell the product, Many factors, specificities and characteristics
to take feedback and also to conduct satisfaction influence the individual in the decision-making
surveys with customers. process, shopping habits, purchasing behavior,
The way in which many Indian consumers shop the brands a consumer buys or the retailer being
is fast-changing, and there is a shift from offline visited. A purchase decision is the result of each
shopping (visiting a shop to purchase items) to and every one of these factors. An individual and
online shopping (browsing through virtual a consumer are led by various considerations
catalogues and making purchases). Consumers and aspects which are may not relate to any
are turning to the internet and online retailers to other’s preference. One aspect may be highly
improve the way they shop, whether it is for the valued by a person at the same time that
wider selection of goods available online, the particular aspect may not be valued by another
deals and discounts offered or the ability to person. So it becomes important to learn about
quickly compare prices. The year 1991 noted a the common aspects that are preferred by most
new chapter in the history of the online world of the consumers so as to improve the marketing
where e-commerce became a hot choice demand as well as product value. By identifying
amongst the commercial use of the internet. At and understanding the factors responsible for
that time nobody would have even thought that inclination that move today’s consumers to
the buying and selling online or say online purchase online, brands have the opportunity to
trading will become a trend in the world and India develop strategy, a marketing message and

2
 Devi et al.; JEMT, 25(2): 1-11, 2019; Article [Link].50128

advertising campaigns more efficient and more in selected. Those wards with large number of
line with the needs and ways of thinking of their populations received more samples, whereas
target consumers, a real asset to better meet the wards with less population received small
needs of its customers and increase sales. This samples and from them 120 sample is selected
study attempts to develop such research to learn randomly for the study without any limitations of
the changes in the shopping behavior which are age, education and income. A structured
identified with the following objectives: schedule was prepared and interview method
was applied to gather information. To find out the
1. To identify the category of population reason of inclination for online shopping, a
inclined for online shopping. number of factors had been listed out after
2. To know the factors influencing the consulting various research papers, articles,
consumer for shopping online. books and magazines. Research articles and
2. METHODOLOGY other publications were referred regarding the
study area and after analyzing the scenario ten
A qualitative study was undertaken with the aim of the factors had been selected for the existing
to select the samples who are involved in online study. Under each factors a number of
shopping in Jorhat district of Assam, located in statements had been formulated to access the
the north eastern part of India. India is a federal level of inclination for online shopping. The
union comprising twenty nine states and seven statements were put into 3 point responses i.e.,
union territories, for a total of thirty six entities. always, sometimes, never. The statistical
North east India is the easternmost region of measures used in this study were frequency,
India which comprises eight states and Assam is percentage, mean and standard deviation.
one among them. Jabong (a popular online
shopping site) co-founder Praveen Sinha (2014) The formula used for calculation of mean is:
opined that "North East India is doing really well
in terms of acceptance; market potential is also
Mean (x) 
 fx
very big. The taste for fashion is very refined and
N
customers are trendy, experimental and are
ready to try out fresh arrivals. While Myntra co- Where, ∑f(x) = Total score
founder Ashutosh Lawania (2013) added that the
youngsters of North East India are extremely N = Total number of respondents.
fashion conscious and tech savvy and online
shopping gives them a platform to access the The formula used for calculation of standard
best brands at affordable prices with the deviation is:
convenience of shopping from anywhere.
Lawania also mentioned that there is a steady 2
increase in the number of online shoppers from
S.D  
 ( Xi  X )
four districts (Dibrugarh, Jorhat, Sivsagar and
Tinsukia) of Assam and further, it was claimed
n
that [Link] receives around 350-400 orders Where,
per day from these districts. Out of the 28
districts of Assam, Jorhat district is one among Xi =Raw score
the four leading cities of Assam associated with X = Mean
online shopping consumer. This makes it clear n = Total respondents
that Jorhat is one of the cities in the top most lists
of online shoppers of Assam. And this becomes 3. RESEARCH FINDINGS AND
an important area of study. Moreover these types DISCUSSION
of studies were found to be very scanty in
Assam. A multistage stratified random sampling The findings from the present study was
with proportionate allocation method was used to presented and discussed in the following sub
construct the sample. The municipality area of headings.
selected town was divided into four zones by
taking the Jorhat Court as the centre and from 3.1 Category of Population Engaged in
each zone, one ward was selected purposively Online Shopping
by considering the urban area. Thus a total of 4
wards were selected. From each wards, It has been revealed from Table 1 that most of
individuals involved in online shopping were the respondent (74.17%) belonged to the age

3
 Devi et al.; JEMT, 25(2): 1-11, 2019; Article [Link].50128

group in between 21-30 years. Mathur and procedures of online activities and they are more
Sharma [7] also found that the age distribution of fluent for generating ideas and information
respondents opting for 42% of online shopping through internet. Teo [10]; Zhao et al. [11]; Dillon
falls in 26-30 years of age group. Youngsters and Reif (2004) also considered that educated
now days are very confident for online activities people make good innovators and early adopters
and they have ample amount of information and of new technology. Less educated people tend to
knowledge regarding internet issues, so they exhibit a higher degree of computer anxiety
have very little fear about it and they like to take towards computer technology (Parasuram and
risk and have a tendency to adopt the new and Igbaria, 1989).
emerging technologies and facilities that are in
nd
trend. According to a news report published (2 The finding also indicates that majority of the
January 2016) on Press Trust of India about respondents (62.5%) were students, 16.66 per
India’s e-commerce industry likely to touch $38 cent of the respondents were professionals and
billion mark in 2016 – Assocham revealed that 38 the lowest percentage of the respondents i.e.
per cent of regular shoppers are in 18-25 years only 3.33 percent were housewife. The reason
of age group, 52 per cent in 26-35 years of age behind this can be considered as the students
group, 8 per cent in 36-45 years of age group are preoccupied with their programming and
and 2 per cent in the age group of 45-60. From development work spending most of their time in
the above discussion it has been understood that front of the computer, preferably the Internet.
young generation is actively involved in online Another reason may be that they are more
shopping. thorough and aware of online facilities,
advertisements, offers and other features.
It is observed from the data presented in Table 1
that more than half of the respondents (53.33%) In case of monthly family income 46.67 per cent
were female and 46.67% were male engaged of the respondents belonged to families earning
with online shopping. Women does more Rs. 50,001 and above. This shows that a large
shopping, the real reason is sobering. In virtually percentage of respondents from higher income
every society in the world, women have primary group are involved in online shopping. Individuals
care-giving responsibilities for both children and with lower income tend to approach online
the elderly (and often, just about everybody else shopping activity more cautiously and find this
in-between). In this primary care giving role, medium as a riskier place since their tolerance
women find themselves buying on behalf of for financial losses are lower in comparison to
everyone else in their lives. Female shoppers are consumers with higher income. However, once
more likely to plan out their shopping strategies users have an experience their attitude is not
and make their purchases based on future affected by their income [7].
needs. Hernandez et al. [8] reported that in
today’s world the number of women using 3.2 Experience of Using Internet for
internet for online shopping is increasing. While Online Shopping
an article by Buyvoets [9] expresses that “men
tend to stick to their mission when shopping It is revealed (Fig. 1) that a large number of the
online” this is in contrast to women who “expand respondents (42.5%) were observed to be using
the undertaking by wandering among products internet for online shopping from 2-3 years
and categories”. Thus, according to this followed by 33.33 per cent of the respondents
research, women explore and men are more using internet for online shopping from last 1-2
goals orientated when shopping online. For all years and only 24.17 per cent of the respondents
these reasons females are found to be more are using internet from less than 1 year for online
active in online shopping than males. shopping. Agarwal [12] found that maximum
people have an experience of 1-2 years of online
The study also revealed that education plays a shopping (43%). This supports the findings of the
key role in shopping online. While considering present study considering the time frame of the
the educational qualification, it was observed that study conducted.
49.17 per cent and 44.16 per cent of the
respondents were highly educated i.e. bachelors Before the emerge of online shopping, the
as well as masters and above respectively. It consumers liked to go to the market, to a number
may be due to the fact that educated people are of shops, checking the available products and
more confident in online shopping because they asking all the information to the sellers and thus
have all the ideas regarding various steps and they had compared the products. The consumers

4
 Devi et al.; JEMT, 25(2): 1-11, 2019; Article [Link].50128

Table 1. Category of population engaged in online shopping

Sl. no. Characteristics Frequency number (n=120) Percentage (%)

1 Age
Below 20 years 9 7.5
21-30 years 89 74.17
31-40 years 17 14.16
41-50 years 2 1.67
51-60 years 2 1.67
61 and above 1 0.83
2 Gender
Male 56 46.67
Female 64 53.33
3 Education
Up to matriculation 2 1.67
Intermediate 6 5
Bachelors 59 49.17
Masters and above 53 44.16
4 Occupation
Student 75 62.5
Service 8 6.67
Business 13 10.83
Professionals 20 16.67
Housewife 4 3.33
5 Monthly family income
Less than 10,000 5 4.17
10,001-20,000 8 6.66
20,001-30,000 6 5
30,001-40,000 10 8.33
40,001-50,000 35 29.17
50,001 and above 56 46.67

got the opportunity to check the products followed by 30% who buy online seldom.
properly before purchasing it. It consumed a lot Agarwal [14] reported that 79% people have
of time in moving here and there and it becomes been frequently using online stores for shopping.
very difficult to survey the whole market within a
specified time. 3.4 Products Purchased by the
Consumers in Online Shopping
3.3 Frequency of Online Purchase
In the present study the products are categorized
It is observed (Fig. 2) that the highest percentage into fourteen categories. The distributions of the
(49.17%) of the respondents does online products preferred by the consumer to shop
shopping often and 31.67 per cent of the online are categorized and it has been observed
respondents were found to be engaged with in the Fig. 3 that the highest number of
online shopping very often. Only 19.16 per cent respondents (80.83%) purchase clothing online.
of the respondents occasionally do online The second product preferred by the consumers
shopping. In this case occasional shopping for online shopping is books and purchased by
indicated, shopping during the occasion such as 70.83% of the respondents. This is followed by
during any functions or festivals. Shopping often electronic gadgets preferred by 68.33 per cent of
indicated performing online shopping regularly the respondents. Very few (7.7%) of the
i.e., more than thrice in a month and very often respondents purchased toys from online stores.
indicated frequency of purchase more than thrice
in a week. The respondents had also mentioned that before
the existence of online shopping, they purchased
Khitoliya [13] also revealed that 47% of the total from the market, where they had included one
respondent frequently goes for online shopping important fact that for each category of product

5
 Devi et al.; JEMT, 25(2): 1-11, 2019;; Article [Link].50128
no.

they had to visit a number of stores and move [Link] preferred by 73.33 per cent, 72.50
around the city. Initially for some of the specific per cent and d 59.16 per cent respectively.
products like electronic gadgets, books and Some of the online shopping sites were found
clothing they checked internet and they felt to to be least used by consumers such
make a try over it and after receiving the product as [Link], [Link] and
they were satisfied which had led them to [Link] (0.83 per cent, 0.83 per
purchase further. cent and 2.50 per cent respectively).
Consumers have a tendency to show importance
3.5 Preferences of Online Shopping Sites to the things for which they get reference
from their friends and family members.
A total of twenty five online sites were listed and So, this may be the fact that due to low
the percentages of the preferred websites were popularity of the sites consumers don’t
shown (Fig. 4). It is clear that a large majority of prefer to shop from those sites. Kanchan
the respondents (96.66%) shop from et al. [15] reported that the most popular
[Link]. [Link] is preferred by 81.66 website for online shopping was [Link].
per cent of the respondents and this was This is in conformity of findings of the present
followed by [Link], [Link] and study.

24.17%
42.50%
Less than 1 year

33.33% 1-2 years

2-3 years

Fig. 1. Experience of using internet for online shopping

19.16%
31.67%
Very often
Often
49.17% Occasional

Fig.. 2. Frequency of online purchase

6
 Devi et al.; JEMT, 25(2): 1-11, 2019;; Article [Link].50128
no.

Electronic Gadgets 68.33

Furnishing items 16.66

Home décor items 15

Groceries 11.66

Books 70.83

CDs 13.33

Computer & computer products 55

Toys 7.5 Percentage

Household Equipment 22.5

Household furniture 11.66

Shoes 65

Clothes 80.83

Ornaments 29.16

Cosmetics 30.83

0 50 100

Fig. 3. Products purchased by the consumers in online shopping

For online purchasing the consumers are mostly delivery is hassle free and it eliminates the
influenced by the surrounding i.e. from friends identity theft. It is very simple, and there is no
and the family members. The respondents were fear of losing money. Interestingly 89.79 per cent
informed about the sites by their friends and of the respondents always concentrate on the
family members and they have gathered website design/ feature, it may be due to the
preliminary information such it is advantageous reason that well designed and user friendly
than the other sites, relevancy
levancy and its usability. websites attract more buyers and encourage
They check the sites for various needs and then them to make a purchase decision and more
the reviews help them more to learn about the likely to return for repeat purchases,
rchases, so the
site appropriately. website design/feature has a strong influence
while shopping online. Knowledge on internet
3.6 Reason for Inclination: Factors was ranked third among the ten factors and 90
Influencing Consumer for Online per cent of the respondents always consider that
Shopping knowledge on internet plays an important role in
pushing
ng consumers towards shopping online. It is
After assessing all the ten factors the findings of not only the influential factor for the online
the study revealed that 99.17 per cent of the shoppers but also an influential factor for all the
respondents always consider cash on delivery as people who tends to go for surfing internet. A
one of the most important reason to choose proper knowledge on internet helps the user to
online shopping and the highest number of get the information correctly and also it helps the
respondents had informed that due to the cash user in various ways regarding asking question,
on delivery they became interested for it. A checking reviews, checking details of a product
consumer is well aware of the fact that cash on etc.

7
 Devi et al.; JEMT, 25(2): 1-11, 2019;; Article [Link].50128
no.

[Link] 0.83
[Link] 3.33
[Link] 4.16
[Link] 6.66
[Link] 2.5
[Link] 9.16
[Link] 18.33
[Link] 25.83
[Link] 26.66
[Link] 81.66
[Link] 28.33
[Link] 14.16
[Link] 20
[Link] 34.16
[Link] 59.16
[Link] 0.83
[Link] 73.33
[Link] 72.5
[Link] 26.66
[Link] 10.83
[Link] 8.34
[Link] 1.66
[Link] 26.66
[Link] 8.33
[Link] 96.66
Online shopping sites

Fig. 4. Preferences of online shopping sites

The findings revealed that 88.83 pe per cent of the shopping. Most of the online stores offer prices
respondents always think that offers and that are much lower than the price in the physical
discounts have a positive impact on consumers stores. The advanced innovation of search
to move for online shopping and it was ranked engine allows consumer to easily check and
forth. Offers and discounts acts like a catalyst in compare prices with just a few mouse clicks.
online shopping. It attracts consumers easily by Even one can compare prices in physical stores
offering or selling at a reduced price. It means a as well, but it will take more time. It requires to go
reduction from the full or standard amount of a there or more traditional shops in order to
price or value. Most of the consumers purchase compare the price. But in online shopping, one
only when the online site offers various hour or less is enough to compare and buy the
discounts. Because people prefer buying things products with cheaper and best price.
on sale, discounts serve as a ploy to attract more
people to the online store. Price as a factor for Convenience is the major advantage of online
online shopping ranked fifth. Majority of the shopping compared to the traditional store and
respondents (86.16%) always consider price as 84.69 per cent of the respondents always
an important factor for inclination towards online consider it as a reason to move interest towards

8
 Devi et al.; JEMT, 25(2): 1-11, 2019; Article [Link].50128

Table 2. List of factors influencing consumer for online shopping

Factors Always Sometimes Never Wt. score Rank

Convenience 84.69 10 5.31 279.38 VI
Safety and security 69.17 22.83 8 261.17 X
Time 79.56 12.66 7.76 271.80 VIII
Website design/ feature 89.79 7.82 2.39 287.40 II
Lifestyle 81.45 12.5 6.05 275.40 VII
Knowledge on internet 90 7.08 2.92 287.08 III
Trust 73.89 18.89 7.22 266.67 IX
Price 86.16 10.50 3.34 282.82 V
Cash on delivery 99.17 0 0.83 298.33 I
Offers and discounts 88.83 8.83 2.34 286.50 IV

online shopping. Many unwanted situations can purchase intention. According to the McCole and
be skipped by shopping online. The process of Palmer [16], online purchasing necessitates
purchase can be completed with a few mouse online customer trust. The findings of the study
clicks. It allows switching stores and product catches the eye when it has been observed that
within a few minutes. For this people go for 69.17 per cent of the respondents considers
shopping via internet and thus it influences always for it as an important factor that
consumers to shop online. Lifestyle as an influences consumer for online shopping. Safety
influencing factor for online shopping ranked and security was considered as the least
seventh and the findings of the study revealed influential factor. While since there is no direct
that 81.45 per cent of the respondents always contact with the seller, so sometimes people feels
consider it as a valuable reason for making the difficulties regarding asking queries as it may take
consumers move for online shopping. Net- time. So they don’t feel that security as a factor
oriented people are interested in and make use influencing consumer for online shopping. Cassell
of internet applications. The lifestyle of an and Bickmore [17] opined that online trust is at
individual includes all of its activities, interests, lower level than the face-to-face interactions in the
values and opinions. The more experience online physical store.
consumers have with the internet, the more
money they are likely to spend shopping online. 4. CONCLUSION

Time is an important factor for shopping and it Online shopping is very popular and is in trend in
was ranked eight among the factors influencing young generation. When a purchase has to be
consumer for online shopping and 79.56 per cent made online, a consumer is affected by various
of the respondents were found to be responding factors. The study revealed that “cash on
always for this as an influencing factor. Browse delivery”, “website design/ feature”, “knowledge
or search an online catalogue can save time and on internet”, “offers and discounts”, “price”,
patience. People can save time and can reduce “convenience”, “lifestyle” etc are the important
effort by shopping online. According to Rohm influencing factors to move consumers for online
and Swaminathan’s (2004), one possible shopping. Customer believed that online
explanation that online shopping saves time shopping is better option than manual shopping.
during the purchasing of goods and it can The study has revealed that since the reach of
eliminate the travelling time required to go to the internet is expanding and it covers almost the
traditional store. Trust was considered as an entire country, the reach of online sellers are also
important factor for influencing consumer for expanding and Jorhat though situated in the
online shopping by 73.89 per cent of the north eastern zone of India yet the craze for
respondents and ranked ninth among the factors online shopping is very much present in the
listed above. Trust is an expectation about region and with the changes in time as per the
individuals’ behaviour within the society where findings, it can be understood that online
they are living or by which they are ruled. shopping is surpassing traditional shopping idea
Present of trust will increase the consumers’ even in remote and far flung areas of the country.
belief that the e-retailers will not engage in As the young generation is found to be actively
opportunistic behaviour. It has been involved in online shopping so this kind of study
demonstrated in the extant literature that trust will help the marketers to design their marketing
beliefs positively influence customer online strategies and progress in the business.

9
 Devi et al.; JEMT, 25(2): 1-11, 2019; Article [Link].50128

5. MANAGERIAL IMPLICATION shopping: Consumer, retailer and

manufacturer incentives to participate in
Based on the results and findings, the study electronic marketplaces. Journal of
identifies the following implications. First, retail Marketing. 1997;61(3):38–53.
companies should give priority to the factors 4. An article published by Mary Meeker. India
towards which consumers are more inclined and home to world's second largest internet
also they can think of improving their marketing user base, thanks to Jio: Report; 2019.
strategy so as to achieve more and more Available:[Link]
consumers. com/industry/telecom/telecom-news/india-
home-to-worlds-second-largest-internet-
Second, the retailers should give importance user-base-thanks-to-jio
towards the priority of consumers for online report/articleshow/[Link]?from=m
shopping sites, they can find out the reason for dr
selection of specific sites, whether their website 5. Goyal A. Rising trends of online shopping
design or features are user friendly, or their In India. Biz and Bytes. 2015;6(2).
display of products are better than the other 6. An article published by Statista Research
sites. The retailers can also analyze the reason Department. E-commerce and online
for consumer’s preference of purchase for shopping in India - Statistics & Facts;
specific products through online. 2019.
Third, the retailers can provide and redesign their 7. Mathur K, Sharma A. A study of online
shopping habits of consumers in India. Int.
sites so that it can accommodate consumers of
J. Cust. Rela. 2014;2(1).
all age groups, because in this study it was seen
that only young generation was involved. So, the 8. Hernandez JMC, Mazzon JA. Adoption of
retailers can assess the reason of other age internet banking: Proposition and
groups for not actively involved in online implementation of an integrated
shopping activity. methodology approach. International
Journal of Bank Marketing. 2011;25(2):72-
6. LIMITATION OF THE STUDY 88.
9. Buyvoets RD. Differences between how
The study was limited to the urban area of Jorhat men and women do online shopping;
only. Only those individuals were considered for 2016.
the study who were on the habit of buying online. 10. Teo TSH. Demographic and motivation
The study was limited to the online products only. variables associated with the internet
usage activities. The Internet Research:
COMPETING INTERESTS Electronic Network Applications and
Policy. 2001;11(2):125-137.
Authors have declared that no competing 11. Zhao ZJ, Gutierrez JA. Customer service
interests exist. factors influencing the internet shopping in
New Zealand. Issues in informing science
REFERENCES and information technology, University of
Auckland, Auckland, New Zealand; 2002.
1. A report by [Link]. Kaymu 12. Agarwal S. A study of factors affecting
releases research on online shopping; online shopping behaviour of consumers in
2015. Mumbai Region. Tactful Management
2. An article published by Comscore. India Research Journal; 2015.
overtakes Japan to become the world's 13. Khitoliya P. Customers attitude and
third largest internet population at 73.9 perception towards online shopping.
million; 2013. Paripex- Indian J. Res. 2014;3(6).
Available:[Link] 14. Agarwal S. A study of factors affecting
logy/report-india-overtakes-japan-to- online shopping behavior of consumers in
become the-world-s-third-largest-internet- Mumbai region. Tactful Mngt. Res. J.
population-at-739-million-comscore- 2013;2:16-32.
1878291 15. Kanchan U, Kumar N, Gupta A. A study of
3. Alba J, Lynch J, Weitz B, Janiszewski C, online purchase behavior of customers in
Lutz R, Sawyer A, et al. Interactive home India. ICTACT J. Mngt. Stud. 2015;01(03).

10
 Devi et al.; JEMT, 25(2): 1-11, 2019; Article [Link].50128

16. McCole P, Palmer A. A critical evaluation 17. Cassell J, Bickmore T. External

of the role of trust in direct marketing over manifestations of trustworthiness in the
the internet. World Marketing Congress, interface. Communications of the ACM
University of Cardiff, Wales; 2001. December. 2000;50-56.
_________________________________________________________________________________
© 2019 Devi et al.; This is an Open Access article distributed under the terms of the Creative Commons Attribution License
([Link] which permits unrestricted use, distribution, and reproduction in any medium,
provided the original work is properly cited.

Peer-review history:
The peer review history for this paper can be accessed here:
[Link]

11

View publication stats