A Study on Factors Influencing Consumer Buying Behavior Towards Online Shopping with Special Reference to Consumers at Trichirappalli City

Abstract

Consumer behavior is the study of how individual customers, groups or organizations cull, buy, utilize, and dispose conceptions, goods, and accommodations to slake their desiderata and wants. It refers to the actions of the consumers in the rialto and the underlying motives for those actions. Consumer behaviour blends elements from psychology, sociology, social anthropology, marketing and economics, especially behavioral economics. It examines how emotions, postures and predilections affect buying deportment. Characteristics of individual consumers such as demographics, personality lifestyles and behavioral variables such as utilization rates, utilization occasion, staunchness, brand advocacy, inclination to provide referrals, in an endeavor to understand people's wants and consumption are all investigated in formal studies of consumer comportment. It withal endeavors to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general. The study of consumer comportment is concerned with all aspects of purchasing and consumption comportment as well as all persons involved in purchasing decisions and consumption activities. Consumer behavior towards online shopping is a field of interest for both Philomath’s and professionals because internet has greatly influenced the predilections and buying pattern of customers. Internet is transmuting the way consumers shop and buy goods and accommodations, and has rapidly evolved into an ecumenical phenomenon. Many companies have commenced utilizing the Internet with the aim of cutting marketing costs, thereby reducing the price of their product and accommodation in order to stay ahead in highly competitive markets. Companies withal utilize the Internet to convey, communicate and disseminate information to sell the product, to take feedback and additionally to conduct contentment surveys with customers. Customers utilize the cyber world not only to buy the product online, but withal to compare prices, product features and after sale accommodation facilities. The main objective of this paper is to study on the Factors Influencing Consumer Buying Behaviour towards Online Shopping with special reference to consumers at Trichirappalli city.

A descriptive study was done on primary data collected from 125 respondents on basis of judgmental sampling. 125 respondents were given questionnaire and 100 were found to be fully usable for analysis. Questionnaire was used to collect primary data. Likert five point scaling was given to customers for evaluating their impact of Demographical factors on Apparel retail store selection. IBM SPSS Statistic version 20.0 was used for this analysis and the following tools were administered 1) Reliability Test 2) Factor Analysis and 3) Multiple Regression 4) Chi-square goodness of fit test. Reliability test was made and the obtained coefficient alpha value (Cronbach’s alpha) was 0.840, and hence the data had satisfactory reliability. Factor analysis and Multiple Regression was used to find the variables which influence the Consumer Buying Behavior towards Online Shopping. In Chi-square test we are assessing how well the sample data fits the population proportions specified by the hypothesis. The present research aims to identify the most influencing factors which induce the customers for repeated visit towards online shopping. With the development of Internet, online shopping is developing rapidly in our country as a new way for shopping and with this many global retailers are creating better platforms for customers to shop. To increase the understanding in this area, the research is conducted so that insights can be developed on customer satisfaction and what all affect customer satisfaction during online shopping. Interesting findings were revealed in this study which interprets a genuine output to the marketers which will enhance them to boost up the business even more.