Journal of Applied Management- Jidnyasa

Rhitabrata Kumar ¹, Asha Nagendra ¹

Affiliations
1 Symbiosis Institute of Management Studies, Pune, IN

Abstract

India has witnessed a change in digitalization in the last decade and this has given a rise to fresh business opportunities by evolving business models. The purpose of this research is to understand how E-Commerce as a sector boomed and brought a change in the preferences of the consumer thus touching each of their lives. E-Commerce has lived up to expectations by not only providing quality service but through various other deals and offers sufficient to attract consumers. Consumer behaviour changes from time to time and E-Commerce fulfilled the necessities. The study was conducted by collection of secondary data from various sources and with the help of a questionnaire circulated among 56 respondents across India. The study encompasses the views and preferences of consumers which covered respondents belonging to different parts of India with all background and age grouped into various professions and income groups. The findings revealed that E-Commerce in the last five years has grown by a significant margin and technology has assisted in its growth. Consumer behaviour changed as consumers started purchasing from ecommerce websites rather than visiting traditional retail stores primarily due to convenience caused by home delivery service. Quality is another factor which is to be considered. The E-Commerce is also expected to further grow in the future generating employment and contributing to India‟s GDP.

Keywords

E-Commerce, Consumer Behaviour, Online Shopping.

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