Consumer Decision-Making With Respect to Online Shopping in India

Abstract

The study contributes to Consumer decision-making process with respect to online shopping in India. It analyses the relationship between several independent variables of decision-making process like Motivation, Convenience, Economic Nature, Source of Information, Website effectiveness, Trust, Security, Satisfaction, Loyalty, and Online Purchase decision (as the dependent variable). Behaviours of consumers get affected by the involvement of the internet and technology in the market. Consumers positively accepts the technology and internet. The adoption of technology affects consumer buying behaviour, the priorities for purchasing, and the preference of factors that influence the decision-making for purchasing. Various factors like external motivation from family, peers, and the use of technology stimulate the consumer to do online shopping. Many other factors are also there to influence them but someplace consumers are afraid of fraud or misuse of personal and financial details. The purpose of the study is to determine the factors affecting online purchase decision of products. The data employed to analyse the factors influencing consumers’ purchase decision-making processes were obtained through a questionnaire that was collected from six cities (Delhi, Mumbai, Bangalore, Chennai, and Pune) of the country. The major findings of the study indicate that the independent variables are strongly associated with online purchase decision of consumer or not. The analysis makes it possible to discover consumer decision-making with respect to online shopping in India. The results of the study identified the factors which affect most the decision-making process of consumers in India.

Keywords: Consumer Decision Making, Online Shopping, Purchase Decision

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