Consumer Buying Behavior, Perception and Attitude towards Internet Shopping

Online shopping has been widely accepted as a way of purchasing products and services. It has been shown to provide more satisfaction to modern consumers seeking convenience and speed. On the other hand, some consumers still feel uncomfortable to buy online because of various reasons. The present study was therefore planned to study the online shopping behaviour of students of Punjab Agricultural University (PAU) and their perceptions about this mode of shopping. Convenience and purposive sampling were done to draw a sample of 120 students (60 girls and 60 boys) of PAU. A self-structured questionnaire was used to collect relevant data from the respondents. The results revealed that about 83 percent of girls and 65 percent of boys shopped online once a month and the most common items purchased by most of the respondents were clothing. Flipkart was the most preferred and visited shopping website. Majority of the respondents agreed that internet shopping was easy, cheaper, time saving and convenient. Secure payment process was considered a very important aspect by 91.66 percent girls and 88.33 percent boys. Majority of the girls, as well as boys, have a good past experience with online shopping and they suggested improvements in delivery, security, packaging, product cancellation, and refund services.