Journal of Management Information System & E-commerce

Leveraging Factors for Online Shopping- A Study in an Emerging Economy
Aindrila Biswas, Jagjeet Ajmani, Mousumi Roy

Abstract
Internet has changed the consumption habits and means of satisfying demands for comfort. Online shopping is common in the developed world than it was about 5 years ago but it is not the same in India for its own set of reasons. There is significant interest among marketers and academics to understand how to segment online consumers to better fulfill their needs. The paper tries to explore the marketing strategies to meet the demand of online shoppers, consumer attitude towards online shopping and specifically studying the factors influencing consumer behaviour to shop online. The sample for the study comprised of respondents selected on from a central university in an emerging economy. The findings suggest the influence of demographics and availability of payment options and their impact on online shopping. The managerial implications of the study have been discussed.

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