Abstract
In India, the shopping environment has been changed from the primitive or the unorganized retail shops to the modern day’s online stores. It has been observed that the consumer purchasing decision changes in the shopping environment. As the retail environment is experiencing a huge change with the introduction of new formats and the entry into online retail industry by the global investors there is a huge scope for research and analysis and thus it is necessary to understand the buying decision of the consumers in such an environment. The purpose of the present study was to investigate the impulse purchase decision of the Indian shoppers when they visited the online stores. The major objectives of this study are to find out factors that influence buying decision of products through online. Data was collected using questionnaire method from 300 online buyers living in Tiruchirappalli, Tamilnadu, India. The results of this study provided an in-depth understanding of the online shopping value and how the factors influenced the consumers. The findings also provided an important understanding the impact of factors (Personal, Cultural, Social, Psychological, subjective, objective: Price, Product quality and Credibility) on overall satisfaction of online buying. As this study is exploratory in nature, certain limitations are identified and based on that suggestions are offered for future research.
Keywords: Online Shopping, Online Buyers, Purchase decision, Overall Satisfaction.
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