© The Journal

Contemporary Management Research

2014, Vol.8, Issue No. 2, 23 - 56.

FACTORS INFLUENCING WOMEN CONSUMERS’

BUYING BEHAVIOR TOWARDS ONLINE SHOPPING
IN INDIA
Prashant Raman*
*) FMS-WISDOM, Banasthali University, Management, 304022, Jaipur, India
E-Mail: prashantraman5@gmail.com.

ABSTRACT
Purpose
Online shopping in India is at a very nascent stage but is gradually gathering steam. Research on
what factors affects the female buying behavior has typically been disjointed. The purpose of this
study is to examine the different factors that influence the female shoppers’ attitude towards online
shopping.
Design/methodology/approach
After a thorough study of literature review, factors were identified that affected the online consumers
buying behaviour. A questionnaire was developed for the study and a survey was conducted amongst
the female consumers across India. Factor analysis was done and a pattern was established between
various variables. These factors were also evaluated with the help of AMOS and a model was
developed showcasing different aspects of female consumer behavior.
Findings
The result shows that convenience to shop online came out to be the most important factor for the
female shoppers to shop online while risk of doing transactions along with preference towards
traditional shopping and reliability issues acted as the biggest impediment towards the growth of
online shopping in India.
Research limitations/implications
The factors considered in the conceptual model are limited and other factors might also influence
the shopping behavior. Future research can be done to explore the effects of different types of
products, online retailers’ characteristics and other environmental influences which can help in
improving the conceptual model proposed.
Practical implications
The research has implications for online retailers and female shoppers in India. Female online
shoppers in India are looking for risk free and easy online shopping experience. Online retailers
should work on the privacy and security issues with introduction of multiple payment methods and
should focus on making online shopping an easy process.
Originality/value
With the incredible growth of e-commerce in India, there is a vital need to understand the factors
that influence Indian female consumers to shop online. There are very few studies done on Indian
context and the results of this study can help the online retailers and vendors to design their marketing
strategies in a much better way.
Keywords: Online shopping, Female Consumer Behavior, Buying Behavior, Indian Consumers,
Online Retailing, Risk, Reliability, Convenience, Traditional Shopping, E-Commerce.