*Assistant Professor, School of Management & Social Science, Haldia Institute of Technology, West Bengal. Wendrila@Rediffmail.com
**Associate Professor, School of Management & Social Science, Haldia Institute of Technology, W.B.. arunagshugiri@gmail.com
Consumers are continuously expanding their time of interaction with the digital media and they are engaging themselves to brands, reviews, trends in a higher degree. Thus they derive satisfaction from purchasing online which cater these desires of their own. The group highlighted issues such as ease for lower tier shoppers, variety of products, different ways of purchase, personalized recommendations of products and brands lead to their preference for online shopping. Binoy Mathew (2015), in his study has also focused the growing trend of online shopping where internet has played an immense role. The advantages like finding the products which are rare, price flexibility, exchange offers, privacy and freedom of choice, buyer protection, cheap rate, festive bumpers and huge options delight consumers and they become spellbound and obsessed. Goyal (2015) in her study has provided n understanding and insight into the consumer behavior and preference towards online shopping. The research added the key drivers for the growth of online shopping in India like increase in standard of living and purchasing power, busy lifestyle, increased used of online sites, influence of social networking sites, cash on delivery, return policies, increased mobile application and faster internet. This research study focuses on the advantages, challenges and opportunities of on-line shopping behavior of urban customers.
On-Line shopping, urban india, advantages, challenges and opportunities
