This study tries to determine reasons for the shift of urban Indian youth shopping orientation from physical stores to
online stores and the impact of various factors on customer satisfaction and loyalty. It also compares factors affecting online consumer buying behaviour of differently oriented shoppers and is supposed to identify the usage of mobile shopping application and its attractiveness amongst urban Indian youth.
E-tailing in India is growing at a rapid pace and need of study arises for the E-tailers to provide better improved service quality to the customers. As it is a newer concept, customers are still unaware as to what their expectations are- What more they can expect from the E-tailer still depends on the orientation of the shopper. E-tailing industry in India has witnessed many changes in a short span of time along with many opportunities as well as challenges.
Table of Contents
1. CHAPTER-1 INTRODUCTION
1.1 Introduction to the Study
1.2 E-tailing climate in India: An outlook Into Indian Scenario
1.2.1 E-commerce Category
1.2.2 E-commerce in India
1.2.3 Market Place Model & FDI in E-commerce
1.2.4 E-tailing Seller
1.2.5 Digital Consumer Base
1.2.6 Mode of Payments
1.2.7 Demographic Landscape
1.3 Product Categories in E-tailing
1.3.1 Internet Penetration in India
1.3.2 Composition of Internet Subscription
1.3.3 Demographics of Internet Subscribers
1.3.4 M-commerce
1.4 Wireless Subscribers
1.4.1 Challenges Faced by E-tailers in India
1.4.2 Fake Products/ Duplicity
1.4.3 Privacy & Security
1.4.4 Customer Loyalty & Satisfaction
1.5 Other Challenges
1.5.1 Opportunities for E-commerce Giants
1.5.2 FDI & Angel Investors
1.5.3 Physical Infrastructure & Logistics in E-commerce
1.6 Organized Retail Looking Forward to E-tailing
1.6.1 Online Buying Behaviour
1.6.2 Shopping Orientation
1.6.3 Reasons for Shift to Online Store
1.6.4 Factors Affecting Online Buying
1.6.5 Customer Satisfaction & Loyalty
1.6.6 Urban Indian Youth
1.6.7 Physical V/S Online Stores
1.7 Mobile Shopping Application
1.8 Current major studies and its shortcomings
1.9 Need & Significance of Study
1.10 Benefit of Study
1.11 Objectives of the Study
1.12 Scope of the Study
1.13 Limitations of the Study
Conclusion
2. Chapter 2: Review of Literature
2.1 Introduction
2.2 Framework of Review of Literature
2.2.1 E-commerce
2.2.2 Consumer online buying behaviour
2.2.3 Factors affecting online buying behaviour
2.2.4 Repurchase Intention, customer Satisfaction and Loyalty
2.3 Overview
2.4 Research Gap
3. Chapter 3: Research Methodology
3.1 Introduction
3.2 Research Methodology
3.3 Research Design
3.4 Objectives of the Study
3.5 Conceptual Framework
3.6 Variables of Study
3.7 Hypothesis of the Study
3.8 Methods & Tools of Data Collection
3.9 Data Analysis: Statistical Methods & Tools
3.10 Conclusion of Research Methodology
4. CHAPTER- 4 DATA ANALYSIS AND INTERPRETATION
5. CHAPTER- 5 FINDINGS RECOMMENDATIONS AND SUGGESTIONS, CONCLUSION AND LIMITATIONS
Research Objectives and Core Themes
The primary objective of this dissertation is to analyze the factors influencing the online buying behavior of urban Indian youth, specifically exploring the shift from physical retail stores to e-commerce platforms. The study seeks to understand how different shopping orientations (goal-oriented vs. experimental) impact consumer behavior, satisfaction, and loyalty in the context of the Indian e-tailing landscape.
- Impact of online marketing factors on e-commerce consumer behavior.
- Distinction between goal-oriented and experimental shopping orientations.
- Role of mobile shopping applications in increasing consumer adaptability.
- Customer satisfaction and loyalty dynamics in the e-tailing sector.
- Challenges and opportunities faced by e-commerce giants in India.
Excerpt from the Book
1.1.1 E-tailing climate in India:
An outlook Into Indian Scenario The E-tailing industry in India has witnessed immense growth in last 8 years. Indian population is becoming tech savvy showing its inclination towards online shopping through product research, compare price and to shop online. E commerce in India started in year 1996 with India Mart launched as a B2B marketplace, Fab mart in year 1999, but the real growth story was formed after the launch of eBay India in 2005. Since 2014 E-commerce industry has shown a growth of more than 100% from USD 3.8 Billion in 2009 to USD 6.1 Billion in 2012 to expected sale of USD 55.26 Billion in 2018
Retail E-commerce Sales Growth in India
The above figure clearly shows the growth pattern and how Indian E-commerce Industry (includes products or services ordered using the internet via any device, regardless of the method of payment or fulfilment; excludes travel & Event Tickets) is expected to grow by 40.10% by 2018 & 23.9% by 2019, by Taking E-tailing sales to a new height from USD 39.45 Billion in year 2017 to USD 55.26 Billion in year 2018. Each year industry is registering a minimum growth of 29% since 2009.
Emergence of E-commerce has opened many doors for retail industry. It has changed the way buyers and sellers use to transact before the advent of E-commerce. Now retail business can reach all over the world customers just a few clicks away. It provides wider variety, range of products to the buyers at much competitive prices. Amongst the various model prevalent in
Summary of Chapters
CHAPTER-1 INTRODUCTION: This chapter introduces the e-commerce landscape in India, detailing market growth, e-tailing categories, and the various challenges and opportunities present in the digital retail sector.
Chapter 2: Review of Literature: This chapter evaluates existing research on consumer online buying behavior, providing theoretical context and identifying research gaps to support the current study.
Chapter 3: Research Methodology: This chapter defines the systematic approach used for the study, including the research design, data collection tools, and the methods employed for analyzing consumer behavior.
CHAPTER- 4 DATA ANALYSIS AND INTERPRETATION: This chapter presents the statistical analysis of the collected survey data, providing insights into consumer demographics, preferences, and behaviors.
CHAPTER- 5 FINDINGS RECOMMENDATIONS AND SUGGESTIONS, CONCLUSION AND LIMITATIONS: This chapter summarizes the key findings, offers practical recommendations for e-retailers to improve customer satisfaction and loyalty, and outlines the study's limitations.
Keywords
E-commerce, E-tailing, Online Buying Behavior, Indian Youth, Consumer Satisfaction, Customer Loyalty, Digital Marketing, Market Place Model, Mobile Shopping Applications, Consumer Orientation, Retail Strategy, Internet Penetration, Payment Gateways, Supply Chain, Logistics.
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on analyzing the impact of online marketing on the e-commerce industry, specifically how it affects the consumer buying behavior of urban Indian youth.
What are the main thematic areas of the dissertation?
The work covers market trends in e-tailing, consumer shopping orientations, factors affecting online purchasing decisions, the role of customer satisfaction, and the rising significance of mobile shopping applications.
What is the core research objective?
The objective is to understand why and how urban Indian youth are shifting from traditional physical stores to online platforms, and what marketing factors successfully convert this interest into long-term customer loyalty.
Which methodology does the author use?
The author uses a quantitative research approach, utilizing a structured questionnaire for primary data collection and analyzing the results through statistical techniques to validate hypotheses regarding customer behavior.
What does the main body of the work cover?
The body chapters detail the e-commerce climate in India, review existing academic literature on consumer behavior, outline the methodology, and present a detailed analysis of findings based on survey responses.
Which keywords best characterize this work?
Key concepts include E-commerce, Online Buying Behavior, Consumer Satisfaction, Loyalty, Urban Indian Youth, and E-tailing strategies.
How do "goal-oriented" shoppers differ from "experimental" shoppers?
Goal-oriented shoppers visit e-commerce sites with a specific purchase intent, whereas experimental shoppers are driven by curiosity and a desire for new experiences without a predefined need.
Why is "Place" identified as a critical factor in online buying?
In the digital context, "Place" represents the convenience of home delivery, the absence of physical shopping hassles like parking and billing queues, and the efficiency of the overall transaction process.
What role does mobile shopping play according to the study?
Mobile shopping is highlighted for its ability to provide "shopping on the go" convenience, helping e-tailers reach consumers who may have limited technical literacy but are comfortable using mobile devices.
- Quote paper
- Saumya Mishra (Author), 2022, E-tailing in India. Customer satisfaction and online consumer buying behaviour, Munich, GRIN Verlag, https://www.grin.com/document/1188229
