Abstract
With the advent of e-commerce, Indian shoppers can be categorized as those shopping online (online shoppers) and those shopping through traditional brick’n’mortar shops (non-online shoppers). These two categories of shoppers vary widely in their demographic backgrounds, internet usage patterns and shopping orientations, as has been evidenced by the past researches. The study proposes to examine whether online shoppers and non-online traditional shoppers in India have different intentions to shop online. If so, to identify the reasons for such differences. Frequency analysis, t-test, ANOVA and correlation coefficients were used analyze the data. It was observed that online shoppers and non-online traditional shoppers differ significantly in their intentions to shop online. These differences were attributable to age, computer and internet use expertise, product price, brand, shopping orientations and technology familiarity of the respondents. The study, therefore, suggests that in order to design successful marketing-mix program online marketers should consider the differences in the intentions to shop online of online and non-online traditional shoppers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Ramanujan International Journal of Business and Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
