Firm-level Determinants to Influence the Target Group for Online Business Growth

Abstract

Unlike other industries, the online retailing sector in India has a lot of buzz, hype, rumors, speculations and myths in active circulation. But, with the rapid adoption of technology like the internet and related communication technologies along with the emergence of the new set of customers and the changing mindset of the laggards about online shopping there is a crystal clear picture developing that this e-commerce era 2.0 is here to stay, flourish and grow. This study critically analyses and find out the factors that might help online marketers when persuading the target group to increase their online purchases. The 26-35 years age group was found to be the most frequent online purchasers. Most of the respondents were largely found to be satisfied with their online purchase experience. This study provides a comprehensive understanding of the online consumer behavior of ladies, their purchase intentions and expectations with respect to specific product categories purchased. The findings of this research can appropriately be of help to all those who are directly or indirectly involved to mark their presence in the field of online retailing in India.