Consumers 'online Buying Behaviour: A Study With Reference To Home Appliances in Kolkata.
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 12
Abstract
Internetrevolution has brought about a paradigm shift in the shopping patternof the consumers during the last decade.According to a surveyreport published by Internet World Stats as on 31st December 2017, India ranks second in terms of number of internet userswith more than 46 crores of internet users which is next to China. Consumers’ behaviour towards the purchase of home appliances has also changed to keep pace with time and the global wave.Home Appliances are the household products which are broadly classified into three types – Major appliances (White goods), Small Appliances and Consumer Electronics (Brown Goods). In today’s intensely competitive and dynamic environment with technological innovation in every sphere, knowing the consumers’ mind is the most significant factor for the success of any business. In this backdrop the researchers have made an attempt to study the behaviour of the online customers of home appliances in Kolkata. The factors that affect the buying behaviour are identified and analysed. Further the innovative marketing strategies in this changing environment are prescribed for the practitioners to win the race.
Authors and Affiliations
Dr. Isita Lahiri, Juin Ghosh Sarkar
Keywords
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