Consumer Attitude towards E-tailing: An emperical study on Rural and Urban Areas.

The e-Commerce sector has seen exceptional growth in 2016. The growth was driven by rapid technology adoption led by the increasing use of devices such as smart phones and tablets, and access to the internet through broadband, 3G, 4G, etc, which led to an improved online consumer base. Furthermore, India's overall retail opportunity is substantial, and coupled with a demographic dividend (young population, rising standards of living and upwardly mobile middle class) and rising internet penetration; strong growth in e-Commerce is expected. Digital India programme also will give strong boost to the e-commerce market as bringing the internet and broadband to remote corners of the country will give huge potential e-market for goods and services. This study might contribute not only to a better understanding on what and how powerfully the factors are involved in online purchasing decisions of the rural and urban respondents but also this study provides e-retailer's standpoint such the effectively manage and recommendations.