Open AccessUtilitarian Value Impact of E-Tail over Retail on Youth in India
Author(s) -
Saraju Prasad
Publication year - 2017
Publication title -
enterprise risk management
Language(s) - English
Resource type - Journals
ISSN - 1937-7916
DOI - 10.5296/erm.v3i1.12175
Subject(s) - marketing , perception , e commerce , sample (material) , business , advertising , value (mathematics) , the internet , volatility (finance) , psychology , statistics , computer science , chemistry , mathematics , finance , chromatography , neuroscience , world wide web
Consumers today have changed from static to dynamic as the change in environment,demands and market volatility affects the perception about retailing. In the meantimeconsumer buying process has changed from complex to simple which indirectly changebuying from traditional stores to e-commerce. This is a conscious upgradation of consumers’status from physical market place to virtual market. Consumer willingness for onlinepurchases has changed because of over accessibility to e-commerce. But customers are not somuch inclined towards online purchases as lots of risk is associated with that. The research ismostly focused on the behavior of college students towards internet purchases. The variablesconsidered for the study that influences the online purchases. A sample size of 300comprising of graduate students, engineering students and other professional students hastaken in judgment sampling procedure. The dataset collected through questionnaire areanalyzed through various statistical tools. The outcome of the study revealed that more thanhalf of the respondents prefer to buy online in an average of Rs.7, 500 per month. Factoranalysis has conducted to verify the importance each variables in online purchase and by thisfour factors generated which are reasonable, influences, accessible and serviceablerespectively which has considered by the youth during their online purchases and give greaterimportance to utilitarian value.