Factors affecting tele-shopping behaviour of customers in Himachal Pradesh

Modern method of selling represents an opportunity for companies to diversify sale promotional activities in their business and expand their markets. Among all direct methods of purchase, teleshopping has been experiencing a great development in recent years. Therefore television media has become a very vital tool for trade all over the world. The outstanding increase in broadcast of such kind of television programmes/advertisements increases the possibility of development of this method of purchase. In addition to it, this channel of commerce could generate lot of employment opportunities in India. So this paper identifies the key factors that influence customers intention regarding tele-shopping in Himachal Pradesh. Data was collected from a sample of 160 respondents through a well structured questionnaire. The data was collected by asking open ended and close ended questions in 5-point likert scale. For analysing and interpreting data in the present study, basic statistical tools and factor analysis was used with the help of SPSS 16.0 version. The findings of the study depicts four factors i.e., Convenience Factor, Reliability factor, Risk Factor and Economic factor which influence tele-shopping behaviour of customers.