+61480015851
Explore the Perceptions & Attitudes of the Indian Consumers towards E-commerce Product Brands - Literature Review Assignment Help
Download Solution
Order New Solution
Internal Code: 3DFH
Literature review for the research for Master’s in line with the Objective. There are two objectives and they both need to be covered in the literature review. The standard of writing is very academic with a lot of critiquing for the Leeds Beckett University.
The aim of this research study is to identify and critically evaluate the buying behaviour exhibited by consumers when they shop from e-commerce portals in India.
Objectives:
- To critically analyse the decision-making process adopted by the Indian consumers when they shop from e-commerce platforms.
- To critically explore the perceptions and attitudes of the Indian consumers towards different e-commerce product brands.
- Rationale: The e-commerce market is one of the fastest emerging markets in India and other Asian countries (International Post Corporation, 2017). The new digital consumers are knowledgeable and bold. For some consumers in India, online shopping is a vital part of their everyday lives, whereas there are others that are still hesitant when it comes to sharing their personal details online (Raman, 2017). The increase in preference of consumers to shop online is motivating companies to understand the behaviour of consumers in a comprehensive manner (Turban, 2010). This has resulted in an intensification of competition within the e-commerce space thus forcing companies to resort to unique strategies to stay ahead in the competition. With the passage of time, the expectations of consumers have also escalated which has added to the woes of the e-commerce players. It is mainly because experience with one retailer online is different from the other. The consumers seek to avail quality experiences every time they interact with an online retailer, new or existing. With quality experiences, consumers opt to stay loyal to a single e-commerce retailer (Sajjad, 2012). Also, the experiences of consumers to a considerable extent are affected by the rapidly changing technologies which need to be considered by the e-commerce organisations. E-commerce has changed the way consumers purchase goods (Mankar and Muley, 2016). Every consumer is unique and has unique expectations. It is difficult to understand why they shop from the same e-commerce site or different e-commerce sites as they tend to exhibit different behaviours every time they shop for different products (Laudon & Traver, 2013). Though a series of studies have been undertaken on the determination of factors that have implications on the behaviour of consumers in India, those related to differences in behaviour while transacting with different websites are limited. This study is thus undertaken to understand what factors influence consumers to shop online and how they make decisions when they buy products online. This study will help the companies to identify the purchase behaviour of consumers on different product platforms and solve problems present within their organisations due to which they fail to draw the attention of target audiences. Methodology: A quantitative approach is taken for this research due to its suitability to turn raw numbers into meaningful data through the application of rational and critical thinking. This study is related to the analysis of consumer behaviour in India with regards to e-commerce. In this country where a large chunk of the population is indulging in shopping online, it is important to choose a representative sample of the whole population. The data sources for this proposed study will be of two types, the primary sources (information collected for the first time from the sample) and secondary sources (information collected from the newspapers, internet, journals, books, publications and magazines, etc). In the quantitative approach for this study, a survey will be conducted for the Indian consumers who indulge in online shopping. The information of such consumers would be procured from social media platforms and channels. The survey would be conducted using a close-ended questionnaire. This questionnaire will make it easy for the researcher to analyse the data collected along with reducing biases present in existing data. This type of questionnaire will also help in conducting easy analysis with effective results. The questionnaire will be drafted and sent to 600 respondents through online mechanisms. The respondents will be given a time of 6 working days in which they will have to duly fill the questionnaire and return using online mechanisms. Out of the 600 respondents, the early 500 whose questionnaires will be aptly filled up will be chosen. This 500 would thus be the sample respondent set. The data collected will be recorded in Ms Excel and analysed using statistical and arithmetical tools like frequency analysis. The data will be interpreted with the help of graphs and tables. Human Participants: The men and the women who are included in the study are born in India and are between 18 to 65 years of age. Participants under 18 years and over 65 years are not considered. The participants included in this survey are avid users of social media, smartphones and online shopping. They seek to avail quality experiences every time they interact with an online retailer. The information of such consumers is procured from social media platforms. The participants should have basic reading skills in English language and should be able to convey their thoughts. The participants who cannot read or write to a certain basic level will be excluded in the survey. They do not need to have any formal education, they could be married or single.