Still Thinking?? To Shop Without A Shop (A Study On Impact Of Demographic Factors On Customer’s Online Buying Behavior: Hyderabad Perspective)

Abstract

The introduction of high-speed internet significantly improved the quality of internet services and reduced the usage prices leading to increased penetration of digital media in the country. Since its inception in 1995, online shopping in India has grown to be a large market of 2.14 billion people in 2021 with a YoY sales growth of 27%, the fastest in the world. Online shopping has virtually brought the marketplace into the four walls of our bedrooms, providing vast variety and heavy discounts, leading to a rapid increase in volume. In India, though a large market already, online shopping is still in an embryonic stage with vast potential for growth. This is primarily due to the limited knowledge of the Indian online shopping behaviour of various demographic groups. This empirical study evaluates the impact of perceived benefits and risks, trust levels, and online shopping experience on population groups classified on age, education, income, marital status, and place of residence. The results of the study will enable online retailers to create strategies to tap the enormous online market of the Indian population.