A Study of Online Shopping Behaviour of College going Young Adults

Abstract

The growing use of the internet by college going young adults in India presents an immense opportunity to marketers to tap a new and underdeveloped market. In-depth insights into the attitudes, motivation and online shopping behaviour of young adults in India can help online marketers in designing effective marketing strategies aimed at converting potential customers into actual ones and retaining them. There is a paucity of in-depth research focusing on the online shopping behaviour of college going young adults in India. An insight into the drivers and challenges of internet marketing with respect to young adults can be gained by understanding the opinions and attitudes of these internet users about online buying and their present experiences with online shopping. newlineThe purpose of this study was to investigate the online shopping behavior of the Indian college going young adults. It has attempted to gain an insight into factors that motivate young adults to use the internet for online shopping and the perceived benefits and unattractive features of online shopping. Students were an appropriate target for the study because they represent the younger end of the market for online buying and are an attractive segment for the online marketer because of their long term potential as the customers of many online products and services. The research was done to feel the pulse of internet users between 18-25 years of age by determining the relationship of their demographic and psychographic characteristics with the adoption and future likelihood of purchasing through the internet. An understanding of the needs of young adults and the perceived role of the internet in meeting those needs can be a contributing factor for the marketers in addressing the reasons for resistance to online buying and developing the products, services and websites... newline