Customer Perception Towards Online Shopping in TamilNadu

Abstract

Over the last decade, maximum business organizations are running with technological change. Online shopping or marketing is the use of technology (i.e., computer) for better marketing performance. The number of online shoppers is greater than the growth in Internet users, indicating that more Internet users are becoming comfortable shopping online. The capability of purchasing without leaving your place is of great interest to many consumers. Not only does online shopping offer really good deals, but it also brings optimum convenience to the consumers. Moreover, Internet tools for price searching and comparison provide an additional advantage in consumers final decisions, as they can purchase their desired products at the lowest available price. newlineAnd retailers are devising strategies to meet the demand of online shoppers; they are busy studying consumer perception in the field of online shopping to see the consumer Buying Behaviour towards online shopping. Therefore, we have also decided to study consumers perception of online shopping and specifically study the factors influencing consumers purchase intention in online shopping. The population selected for the research is from Tamilnadu and narrowed downed to nine districts of Tamilnadu based on the highest population. The sample size selected for this research is 1008. This study revealed that the factors such as perceived risks, hedonic motivation, design of the website, and various psychological factors, namely trust and security, affect online shopping consumers buying behaviour. Convenience and Consumer service were primary motivating factors, and the lack of these factors acts as great difficulty in online shopping. Saving time, convenient shopping, information about the products, and easy comparison of prices are beneficial for the consumers. The convenience of shopping and availability of detailed product information attracted the consumers towards shopping online. The consumer s attitudes towards online shopping were related to the objectiv