Abstract
After the outbreak of Covid-19 pandemic there had been huge changes in the shopping behaviour of customers across world. From bulk buying to online shopping there is a major change in what, when and how people are buying. As people are avoiding going to public places, online shopping has become even more prominent now. This paves the way for the online shopping stores giving them competitive advantage over traditional shopping stores. Amazon and Flipkart, which are the two most leading online shopping stores have also been beneficially affected by this shift of customer purchasing behaviour. Both Amazon and Flipkart are seeing accelerated growth in online sales fuelled by first time buyers and sellers from small towns. In this study the overall customer attitude towards the two sites is measured and compared with the help of Fishbein Multi-Attribute Model. An analysis is done to determine the important attributes that matters more to the customers ,on which these online sites need to focus on and also the perception of customers on performance of the two sites on those attributes is assessed.
Highlights
We are living in the era of technology where every sphere of our life is dependent on technology
There has been a huge shift in consumer buying behaviour from traditional to online shopping mode
The quantity of purchase people were making online has increased substantially as well as there is addition in number of new buyers. This whole development has paved up way for immense growth of online shopping stores
Summary
We are living in the era of technology where every sphere of our life is dependent on technology. The quantity of purchase people were making online has increased substantially as well as there is addition in number of new buyers This whole development has paved up way for immense growth of online shopping stores. This paper shows comparative analysis of consumer’s belief on different attributes towards Amazon and Flipkart in Patna It finds out the importance of different attributes that determines the attitude of customers. In the second part of the questionnaire were the questions based on different attributes that determines customer attitude These attributes have been identified with the help of secondary data collected through websites, books, and journals. Customer value the physical features of products , very often they link attributes to the consequences of buying or using the product.From marketers perspective understanding attributes is important because that gives opportunity to marketers to set a brand image for themselves apart from competitors. It is very important for a marketer to understand how consumer make their purchasing decisions and what are the things they value in products or services so that they can develop on those attributes to meet out customers expectations
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