Customer perception of perceived risk in Online shopping a study in city of Hyderabad

Abstract

During the last decade India has been witness to unprecedented growth in the ecommerce newlinespace. The penetration of mobile and internet connections have newlinetransformed the way we communicate. The retail sector of Indian economy is going newlinethrough the phase of tremendous transformation. This growth has been propelled by newlinequick adoption of technology especially because India is a young country. More than newlinehalf of its population are below the age of 25 and 65% of its population below the age newlineof 35. India is projected to be the fastest growing markets of e-commerce with new newlineinternet users totaling to millions, taking the opportunity of using one of the cheapest newlinemobile connections in the world. The connections are increasingly used for sending newlinemessages, watching videos, use of services and most importantly to shop. Internet has newlinecompletely changed the way transactions happen and online shopping is one of the newlinemost important one. newlineThe significance of the study is there is a vast gap in the existing literature on buying newlinebehaviour and consumption pattern of online shoppers in India and especially in the newlinecity of Hyderabad. Most of the studies have focused on developed economies such as newlinethe United Kingdom and United States. Studies on Indian shoppers motives for newlinebuying and the perceived risk they experience in online shopping are far and few in newlinethe domain of online merchandising. Due to differences in socio-demographic newlinevariables, socio-cultural variables as well as other factors influencing buying, existing newlinestudies might not reflect online buying framework and pattern as applicable to the newlineemerging markets like India. This presents a need for undertaking an empirical study newlineto determine various antecedent factors and their relative significance in influencing newlineonline purchase intentions of Indian shoppers newlineThe methodology used to study the above problems are through collection of primary newlinedata and secondary data. Primary data was collected with the help of a questionnaire. newlineA pre tested questionnaire, designed on the basis of hypotheses and