Consumers' perception on online shopping

Shanthi, R., and Desti, Kannaiah (2015) Consumers' perception on online shopping. Journal of Marketing and Consumer Research, 13. pp. 14-21.

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E-commerce is emerging as a great level given that organized retail is still not ubiquitous across the length and breadth of the country with large retail chains making up less than 10% of the market. E-commerce is helping people in smaller towns in India access quality products and services similar to what people in the larger cities have access to. It being forecast that close to 60% of online shoppers would come from beyond the top eight large cities by end of this year.Increasing internet penetration has helped to expand the potential customer pool. Internet penetration is only about 10% (or about 121 million users) as against about 81% in the US and 36% in China. However this number continues to rise at a consistent pace because of falling prices for broadband connections. The first World Wide Web server and browser, created by Tim Berners-Lee in 1990, opened for commercial use in 1991. Thereafter, subsequent technological innovations emerged in 1994: online banking, the opening of an online pizza shop by Pizza Hut, Netscape's SSL v2 encryption standard for secure data transfer, and inter-shop's first online shopping system. Immediately after, launched its online shopping site in 1995 and eBay was introduced in 1996. In the past decade, there has been a dramatic change in the way consumers have altered their way of shopping. Although consumers continue to purchase from a physical store, consumers feel very convenient to shop online since it frees the customer from personally visiting the store. Internet shopping has its own advantages and it reduces the effort of travelling to a physical store. Decisions can be made from home at ease looking at various choices and prices can be easily compared with the competitor's products to arrive at a decision. Internet marketing is conceptually different from other marketing channels and internet promotes a one to one communication between the seller and the end user with round the clock customer service. Today, business internet marketing is the fastest growing segment of online commerce. The major difference between traditional and online selling is the extent of interaction between the consumer and the seller. There is much more electronic interactivity with the consumer in the form of emails and FAQs. Through FAQs, the consumer's questions on shipment, payment, product, policies and other customer concerns can be addressed effectively.

Item ID: 39753
Item Type: Article (Scholarly Work)
ISSN: 2422-8451
Keywords: online shopping, consumer perception, buying behaviour, purchase decision, e-Commerce
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Date Deposited: 03 Aug 2015 23:25
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150507 Pricing (incl Consumer Value Estimation) @ 50%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 50%
89 INFORMATION AND COMMUNICATION SERVICES > 8903 Information Services > 890399 Information Services not elsewhere classified @ 50%
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