Buying Behavior of Amazon.in Consumers

Online shopping is a form of electronic commerce which facilitates consumersto directly buy goods or services from a seller at any time over the internet using a web browser. The consumerscan select the product of their interest by visiting the website of the retailer directly. The online customer must have an access to internet and a valid method of payment in order to complete a transaction such as credit card, debit card etc.

The proposed research work attempts to study the buying behavior of Amazon.in consumerswhich was undertaken in Kolenchery town. The respondents of the study were the consumers of online shopping site-Amazon.in. The data were suitably classified and analyzed based on the objective of the study. Analysis was done via statistical software 16.0. Statistical tools like percentages, chi-square test, rank test and Friedman repeated measures analysis of variance on ranks have been applied for analyzing the data.

Clothing was the most preferred product which the consumersintended to buy from Amazon.in. Electronics items were ranked as second. The least preferred product was industrial equipment. Among the various services offered by Amazon.in, the service viz. ‘Orders are protectively packed ‘was rated as first by the consumers. The next best service was ‘Prompt Delivery's, It was revealed that the consumers faced the problem of ‘out stock's with Amazon.in since the service, “There is no out of stock in amazon.in” wasthe least rated service.

Clothing is the most preferred product which the consumersintended to buy from Amazon.in. The least preferred product being industrial equipment. The best service offered by Amazon.in was “Orders are protectively packed”. The next best service was ‘Prompt Delivery's.