Eretail: a study of online shopping behaviour

With rapid advancement being made in the technology, the cost of accessing Internet from remote corners is drastically coming down. This is a chief push factor for adopting Internet. Coupled with high levels of Internet literacy than ever before, a lot of retail transactions are happening over internet. Not to miss the fact that consumers can browse and compare the entire assortment with minimal effort, inconvenience or time investment. Also, internet provides a level of anonymity needed in purchase of certain sensitive items. This must translate into increased sales, however Indian shopper embraces shopping as a family activity and also looks for personalized attention when purchasing something tangible–which he wants to see, feel and try. This paper attempts to capture consumer psychographics of the online shoppers and the issues consumers face while shopping online.