Online buying behaviour of young consumers in India

Consumers are playing a vital role in online shopping. An increasing consumer's usage of Internet by the younger generation in India providing an emerging vision for online retailers. Some of the factors affecting Indian consumers and the relating to the type of online buyers, since the factors affect the buying behavior, the on line retailers can develop their marketing strategies for the potential customers into active ones. The four key dimensions of online shopping as perceived by young consumers in India are identified. Besides that it is discovered that website design, website trustworthiness, customer service and belief are the four key factors which influence young consumers’ perceptions of online shopping. The present paper focused on the factors, challenges and measures to be carried out by the retailers to know online buying behaviour of consumers in India.