Consumer Perceptual Biasness of Retailing to E-Tailing on Utilitarian Value

Abstract

Consumers today have changed from static to dynamic as the change in environment, demands and market volatility affects the perception about retailing. In the meantime consumers’ buying behaviour has shifted from convenience to comfort which indirectly change buying from stores online. This is a paradigm shift of consumers from market place to market space. Consumers now prefer to shop for products online than the conventional methods of shopping in stores. But customers are sceptical about the online purchasing. The research is mostly focused on the behaviour of college students towards internet purchases. The variables considered for the study influences the online purchases. A sample size of 300 graduate students, engineering students and other professional students has taken in judgement sampling procedure. The observation is analyzed with the help of factor analysis and four factors generated which are reasonable, influences, accessible and serviceable. The outcome of the study revealed that one third of the sample students prefer to buy online in an average of Rs. 3,000 per month. Furthermore, demographic factors like education and socio-economic status of customer take the advantage of technology and prefer to purchase through online shopping. These are the few factors like reasonable, influences, accessible and serviceable which have been considered by the youth during their online purchases and give greater importance to utilitarian value.