Open AccessA Demographic Study of Buying Spontaneity on E-Shoppers: Preference Kolkata (West Bengal)
Author(s) -
Indrajit Ghosal
Publication year - 1970
Publication title -
journal of technology management for growing economies
Language(s) - English
Resource type - Journals
eISSN - 2456-3226
pISSN - 0976-545X
DOI - 10.15415/jtmge.2015.62008
Subject(s) - advertising , preference , west bengal , business , mood , marketing , psychology , socioeconomics , sociology , economics , social psychology , microeconomics
Online shopping or e-shopping has increased extremely in the past few years in India. Kolkata (West Bengal) is not so far behind. Lot of Online portals has been launched in india (like ebay, Amazon, Flipkart, Jabong, Myntra, Snapdeal etc.) and they have given a lot of opportunity and facility to buy products easily. It has improved the lifestyle of people in the country. Consumers tend to be attracted by the offers on the online shopping portals. This has resulted in increased impulsiveness among the buyers online. The study is an attempt to understand the effect of spontaneity among online buyers. For this research, online shoppers from Kolkata City were taken. The study indicated the fact that various factors contributed to the impulsiveness among buyers while they do online or e-shopping. Amongst them, unplanned tendency, online shopping mood and online shopping experience were identified as major factors. Demographic factors like age, gender, income and occupation of shoppers were also analyzed to know its effect on e-shopping spontaneous behaviour.