CONSUMER BEHAVIOUR IN ONLINE PURCHASING: A STUDY WITH REFERENCE TO KOLKATA Dr. M. Kamaraj* Poulomi Deb** *Assistant Professor, Department of Business Administration, Annamalai University. **PhD Scholar, Department of Business Administration, Annamalai University. Abstract Consumer s behavior is an essence and buzzword for marketing strategists in order to sell over their well invested goods. By knowing their pulses and mind set, it is less difficult for the producers to get things done. Each and every owners and sellers, manufactures have their own strategies with regard to selling and succeed in target achieving. If their attitude fails in achieving their targets, then they may choose other options in terms of strategies by knowing the consumer behavior. A good manufactured, in retail or wholesale, hinges highly upon consumer behavior in order to be sold. Table 7 Age-wise Respondents Opinion Variables 18 28 29 38 39 48 L H L H L H Total Mode or 0 30 0 30 0 40 Purchasing 0 30% 0 30% 0 40% Quality Demo 20 10 15 15 10 30 20% 10% 15% 15% 10% 30% Cash on Delivery 18 12 9 21 5 35 18% 12% 9% 21% 5% 35% Comparison 8 22 10 20 30 10 8% 22% 10% 20% 30% 10% Service 20 10 20 10 5 35 20% 10% 20% 10% 5% 35% Quantity 5 25 5 25 10 30 5% 25% 5% 25% 10% 30% Total 30% 30% 40% Age-wise Respondents Opinion The present century in India is engaged with online innovations with more number of options in social networking sites. Whatsapp and other modes of online serve as an agent for a product to be sold. The time to buy a product has also been reduced in the online purchase. In this junction, this work intends to analyze Consumer behavior in online purchase of luxury goods. Luxury goods, when directly sold, intricacies are less, and the satisfaction level may also be up to standard level. But getting goods through online poses a great challenge for both consumers and as well as sellers. The study is opted to scrutinize consumer behavior in terms of purchasing, quality, quantity, comparison, service, and pecuniary so on so forth. Fig. 1 Mode of Purchasing Ahead- International Journal of Recent Research Review, Vol.1, Issue. -13. July- 2017 Page 6
For this purpose, Kolkata University has been taken and 100 people were administrated with questionnaire for drawing appropriate inference. Simple random sampling method was adapted to pick up the respondents. Percentage analysis was carried out, so as to locate the behavior precisely. In the age category of (18-28) and (29-38) 30 respondents each were chosen and in the (39-48) age category 40 people were chosen since aged people buy products in online in increased level. Respondent Opinion As per the responses, in all age categories all the respondents, i.e., 100% bought luxury products through online mode. For the query of preview of the demonstration of products, 20% in the(18-28) age category opined at low level and 10% of them wished to see the quality demonstration. In the age category (39-48) 10% are less concerned about quality domo, but 30% of them are highly concerned about the quality. Fig. 2 Quality Demo Regarding the question of Cash on delivery in the age group of (18-28) 18% of them opined at low level and12% are highly concerned about cash on delivery. In the category of (29-38) 9% are less concerned and 21% of them opined about giving cash after getting the products.35% of the (39-48) age category are highly opined and only 5% opined at low level. Fig. 3 Cash on Delivery Ahead- International Journal of Recent Research Review, Vol.1, Issue. -13. July- 2017 Page 7
For the question of comparison of products with other sites, 8% of the (18-28) category opined of low level and 22% of them wished to compare. In the category of (29-38), 10% of them opined at low level and 20% of them compare things to be purchased. Under the category of (39-48), 30% of them never compare and only 10% of them wished to compare the price with other sites. Fig. 4 Comparison With the regard to the query of service of luxury goods, in the age category of (18-28), 20% opined at low level whereas 10% of high level. Among the respondents in the age category of (29-38), 20% of them are less bothered and only 10% of them give importance for service. In the age category of (39-48), 5% of them are less concerned about the service whereas 35% are highly concerned about the service after the delivery of goods. Fig. 5 Service Ahead- International Journal of Recent Research Review, Vol.1, Issue. -13. July- 2017 Page 8
In relevant to the query of quality concerned, through online purchase, in the age category of (18-28), 5% of them opined at low level and 25% of them are highly bothered about quantity. Among the respondents in the (29-38) age category, similar percentage prevails. In the (39-48) category, 10% of the respondents are less bothered of quantity, since they witnessed the demo in online whereas 30% of them concerned about the quality of goods even they witnessed demonstration. Fig. 6: Quantity References 1. Rangaswamy and G.H. Van Bruggen (2005); Opportunities and challenges in multichannel marketing: An introduction to the special issue, Journal of Interactive Marketing, 19(2),p.:5-11 2. Ahuja, M. K., Gupta, B., & Raman, P. (2003): An Empirical Investigation of Online Consumer Purchasing Behavior [Electronic version]. Communications of the ACM, 46(12ve), pp. 145-151. Retrieved 18 April 2005 fromhttp://portal.acm.org/cacm/ve1203. 3. Alba J, Lynch J, Weitz B, Janiszewki C, Lutz R, Sawyer A and Wood,S(1997) Interactive Home shopping: Consumer Retailer and Manufacturer incentive to participate in Electronic Market places, Journal of Marketing,61(3),pp38-54. 4. Ansari, C.F. Mela, and S.A. Neslin (2008); Customer channel migration ; Journal of Marketing Research; XLV: pp.:60-76. 5. Ankur Kumar Rastogi(2010): A study of Indian online consumers and their buying behavior, International Research Journal Vol 1 Issue 10 pp.:8. 6. Allred, R.C., Smith M.S and Swinyard, R.W (2006), E-shopping lovers and fearful conservatives: a market segmentation analysis, International Journal of Retail and Distribution Management.34-4/5,308-333 7. Ahuja, M. K., Gupta, B., & Raman, P. (2003): An Empirical Investigation of Online Consumer Purchasing Behavior [Electronic version]. Communications of the ACM, 46(12ve), pp. 145-151. Retrieved 18 April 2005 from http://portal.acm.org/cacm/ve1203. 8. Black, Gregory S. (2005), Is e-bay for everyone? An assessment of Consumer Demographics, Advancement Management Journal, Vol70, No.1, winter pp 50-59. 9. Bellman, S., Lohse, G. L., & Johnson, E. J. (1999), Predictors of online buying behavior, Communications of the ACM, 42(12), pp. 32-38. 10. Brengman, M., Guenes, M., Weijters, B., Smith, M.S and Swinyard R.W (2005) Segmenting Internet Shoppers based in their web usage related lifestyle: across cultural validation, Journal of Business Research Vol 58, pp.:79-88 11. Bakos, J. Y. (1991), A Strategic Analysis of Electronic arketplaces, MIS Quarterly, Vol.15 (3), pp. 295 310. 12. Basho Kalinda (2000), The Licensing of Our Personal Information: Is it a Solution to Internet Privacy?, Marketing Intelligence & Planning, Vol.15 (3), pp.142 150. Ahead- International Journal of Recent Research Review, Vol.1, Issue. -13. July- 2017 Page 9
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