Website Attributes and its Impact on Online Consumer Buying Behaviour: An Empirical Study of Online Consumers in Mumbai Region

Objectives: Slowly online retailing is gaining popularity in India and now Indian consumers prefer online shopping over traditional in-store shopping. During online shopping various factors impact consumer’s buying decisions process and what makes it different from traditional in-store shopping is involvement of internet. This research paper aims to identify the various factors impacting online consumer buying behaviour, specifically related to website. Methods/Statistical Analysis: Factors impacting online consumer buying behvaiour have been identified by detailed literature review and based on that questionnaire has been prepared focusing on website attributes. After that data has been collected from Mumbai city using online survey method. Out of collected 133 responses 123 have been be considered for further data analysis. Findings: From this study, it is seen that while selecting a website for online shopping consumers give preference to websites which offers varied and quality products, better price and discounts, less delivery time and after sales services. Analysis based on demographic factors shows that while it comes to loyalty towards a website female are more loyal toward a particular website than male. Application and Improvement: Features identified by this research can help digital marketers to design and develop their website in such a way that they can grab attention of more and more customers and gain competitive advantage.