A study of consumer behavior towards online shopping in Hisar

Pages: 14-17
Nidhi (Department of Business Management, CCSHAU, Hisar, Haryana)
Saurabh (D.N. College, Hisar, Haryana)
Suman Ghalawat and Sunita Mehla (Department of Business Management, CCSHAU, Hisar, Haryana)

With the increasing usage of internet, online shopping is growing rapidly and it is preferred by large number of consumer for satisfying their needs. For this consumers have number of online platforms from which they make their online purchase. While making purchase decision on online platforms there are number of factors that influence them to buy the product from particular site. So this study has been conducted to identify the different factors which influence the consumer. In this study factor analysis technique is used to achieve the objective of the research. In this study primary data has been collected with the help of structured questionnaire from 100 respondents of Hisar city. By using factor analysis, it has been found that there are basically four main factors which influence the consumer to purchase online product. These factors are: Media Form, Buying Force, Sales Promotion and Test Marketing. Out of these four factor media form is one of the most important factor which influence the consumer. The Cronbach Alpha value for these factors are 0.872, 0.836, and 0.804 which are highly significant. Thus it can be concluded that the different online platforms work more and more on these factors to influence the consumer.

Keywords: online shopping, factors, media form, buying force and test marketing