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Online shopping on retail sector (amazon)

Authors: Lakshay dagar

INTRODUCTION:

The increasing adoption of the internet in India presents a burgeoning opportunity for online shopping. Understanding the factors influencing Indian online behavior and their correlation with different types of online shoppers enables e-marketers to refine their marketing strategies, converting potential customers into active ones while retaining existing ones.

This research project focuses on examining what consumers remember while shopping online. The study identifies perceived usefulness, ease of use, perceived enjoyment, and security/privacy as the predominant factors influencing consumers' perceptions of online purchasing.

Consumer behavior is considered an applied discipline as it significantly impacts decision-making. Utilizing insights from both micro and macro perspectives enhances its application.

The internet is revolutionizing the manner in which consumers purchase and obtain goods and services, evolving into a worldwide phenomenon. Many companies leverage the internet to reduce marketing costs, thus lowering the prices of their products and services to remain competitive. They also utilize the internet for information dissemination, sales, feedback collection, and customer satisfaction surveys.

In the era of globalization, electronic marketing is a significant revolution. Over the past decade, major corporations have embraced technological changes. Online shopping or marketing involves the use of technologies, such as computers, for improved marketing performance. Retailers devise strategies to meet the needs of online shoppers, studying consumer behavior in the field of online shopping to understand attitudes towards it. We have chosen to explore consumers' attitudes towards online shopping, specifically focusing on the factors influencing buyers to shop online.