Online Shopping Behaviour: A Study of Perception and Attitude of Customers in Ludhiana City

The present study was undertaken to study the demographic profile of the customers and its impact on online shopping, the factors that affect the perception of customers towards online shopping and hurdles being faced while shopping online. A structured schedule was prepared for the purpose of data collection. The data was collected from 124 respondents. The data was analysed using correlation analysis and factor analysis. The results indicated that educational qualification does not affect the online shopping intensity. The main hurdles while shopping includes the lack of touch and feel of merchandise and shipping charges, delivery time, claims and warranty, shipped returns and cyber thieves and feel of hacking. It was concluded that there are five factors which are perceived by the customers as important while online shopping. These are convenience at home, website related aspects, cost related aspects, and product related aspects and time convenience