Identification of Variables and Factors Impacting Consumer Behavior in On-line Shopping in India: An Empirical Study

On-line shopping is a recent phenomenon in the field of E-Business and is definitely going to be the future of shopping in the world. Most of the companies are running their on-line portals to sell their products/services. Though online shopping is very common outside India, its growth in Indian Market, which is a large and strategic consumer market, is still not in line with the global market. The potential growth of on-line shopping has triggered the idea of conducting a study on on-line shopping in India. The present research paper has used exploratory study to depict and highlight the various categories of factors and variables impacting the behavior of consumers towards on-line shopping in India. The data was collected through in-depth interviews on a sample of 41 respondents from Delhi, Mumbai, Chennai and Bangalore. The results of the study show that on-line shopping in India is basically impacted by five categories of factors like demographics factor, Psychographics factor, Online shopping feature and policies, Technological factor, Security factor. The results of the study are used to present a comprehensive model of on-line shopping which could be further used by the researchers and practitioners for conducting future studies in the similar area. A brief operational definition of all the factors and variables impacting on-line shopping in India is also described. And finally practical implications of the study are also elucidated.