A STUDY ON FACTORS AFFECTING THE CONSUMERS’ ONLINE SHOPPING BEHAVIOUR IN RAMANATHAPURAM TOWN

Abstract

Online shopping is the process of buying goods and services from merchants who sells on the internet. Shoppers can visit web stores from the comfort of their homes and shop as they sit in front of the computer. Online shopping has become new type of retail shopping. It has now been adopted all over the world including India. This shopping method is still not as well known or accepted as in many other countries, and though the knowledge of online shopping in India is now beginning to increase rapidly. The main purpose of this study is to determine the factors influencing consumers’ attitude towards e-commerce purchases through online shopping. This study also investigates how socio demographic pattern of online buying and purchase perception affect consumers’ attitude towards online shopping. The study used both primary and secondary data. The secondary data were collected from the standard text books, journals, magazines and websites. The primary data were collected through a tested interview schedule. Since the actual strength of the consumers  are unknown, sampling survey has been applied in gathering primary data from the  consumer convenient random sampling technique has been adapted to collected primary data from the consumers  sample of 100 respondents were selected for the study. The researcher has chosen in the Ramanathapuram District.  This study found that the major factor affecting online shopping according to customer is “selection of goods available on the internet is very board”. The study scaling technique was applied and on that scores were calculated in order to find out the ranks of the variables.