Online Buying Behavior With Reference to Garhwal Division of Uttarakhand

Abstract

Online shopping has shown tremendous growth in recent years not only in Indian context as well as worldwide. Though today Indian market has got ample amount of scope for online shopping but still there are certain factors that prevent Indian consumers from getting indulged in it up to the fullest extent. In terms of online shopping, metropolitan cities such as Bengaluru, Mumbai and Delhi, etc., are currently showing continuous growth. It has also been found that the pattern is evolving today, with people in Tier II cities contributing similarly to the growth of online shopping as people in Tier I cities. newlineWith reference to Uttarakhand, we know that it comprises of both valley and mountains. It is easier for ecommerce players to have their goods shipped right to customers as far as the plains are concerned, but it is far more complicated in the case of hilly regions. Thus while online shopping in Uttarakhand has captured a fair amount of business; individuals still inhibit online shopping due to these practical limitations. In addition, no full-scale research study has been done so far. newlineWe have to evaluate the factors influencing the attitude towards online shopping. The factors that affect and decide the conduct of individuals towards online shopping, their potential intent to shop online. The factors that people take into account when shopping online. The factors that still prevent them from shopping online and thus need to be resolved. How much effect do these established factors have on the attitude towards online shopping. The study was conducted targeting the online consumers in selected districts of Garhwal Division of Uttarakhand. An exhaustive literature review was conducted using 60 conceptual and empirical research papers. A structured questionnaire consisting pretested constructs were used to collect the primary data from the target respondents. Primary data was obtained from 600 respondents from selected districts in the Garhwal Division. From selected 4 districts of the Garhwal Division of Uttarakhand