Abstract
This research determines whether association exist between the demographic characteristics of online shoppers, such as education, age, gender, monthly income, occupation, marital status and their online purchase frequency. Web survey has been applied to 308 customers of four most popular e-retailers in India, who have made at least one online purchase in past six months. Based on extensive literature review hypotheses have been developed for six demographic factors i.e. education, age, income, occupation, marital status and gender. A chi-square test has been deployed to check association between demographic factors and purchase frequency. Significant association has been found between two demographic variables i.e. gender, occupation and purchase frequency. Further, a chi-square post hoc test via standard residual method confirmed that purchase frequency of 1-3 times in past six months by student customers contributes significantly to significant omnibus chi-square statistic.
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 callDisclaimer: 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.
