CONTENTS

1 INTRODUCTION 1-25
1.1 Introduction 1
1.2 Research Background 3
1.3 Statement of the Problem 6
1.4 Justification for Research 7
1.5 Objectives of the study 8
1.6 The Conceptual Framework 8
1.7 Hypothesis Development 12
1.7.1 Demographic factors of e-consumers significantly impact the e- 13
consumer behavior
1.7.2 Relationship between the Discounts (Lower Price) and the e-consumers 13
purchase decisions
1.7.3 Trust positively affects the e-consumer behavior towards willingness to 14
buy from e-retailers
1.7.4 Cash on Delivery is a most preferred payment option by e-consumers 15
1.7.5 Relationship between the marketing influences & the e-consumer 15
purchase decisions
1.8 Research Methodology 16
1.8.1 Research variables 16
1.8.2 Research Population 17
1.8.3 Data Collection 18
1.9 Scope of the Study 20
1.10 Limitations of the Study 21
1.11 Contributions of the Study 22
1.13 Overview of the Thesis 23
1.14 Chapter Summary 25

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2 RESEARCH METHODOLOGY 26-61
2.1 Introduction 26
2.2 Research Design 26
2.3 Sampling Design 29
2.3.1 Research Population 30
2.3.2 Sampling Frame 31
2.3.3 Determination of Sample Size 33
2.3.4 Sampling Strategies 34
2.4 Scale of Development 41
2.5 Questionnaire Design 44
2.6 Data Collection 50
2.7 Statistical Analysis of Data 55
2.7.1 Testing of Hypothesis 56
2.7.2 Statistical techniques for data analysis 60
2.8 Chapter Summary 61

3 LITERATURE REVIEW 62-108

3.1 Introduction 62
I. Literature Review: Books & e-books 63
II. Literature Review: Thesis & Dissertation 80
III. Literature Review: Peer Reviewed Journals (National & International) & 83
Conference Proceedings
IV. Literature Review: Research studies, Articles, Magazines & Newspapers 106
3.2 Chapter Summary 108

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4 OPPORTUNITIES AND CHALLENGES TO E-RETAIL 109-144
4.1 Overview of e-Retail in India 109
4.2 Growth and Opportunities to e-Retail 112
4.2.1 The drivers of Growth 114
4.2.2 SWOT Analysis of e-Retail 124
4.2.3 PEST Analysis framework 129
4.2.4 Porter’s five forces analysis for e-retail 136
4.3 The challenges to e-Retail 139
4.4 Attractiveness of e-retail industry - Business Vs Consumer 142
4.5 Chapter Summary 144

5 PROFILE OF E-CONSUMERS & E-RETAILERS 145-175

5.1 An Overview: Profile of e-Consumers 145
5.1.1 Key e-consumer trends shaping segment profiles in India 147
5.1.2 Comprehending the E-Consumer 150
5.1.3 E-consumer classifications 153
5.1.4 Buying behavior of emerging e-consumer segments 154
5.2 An overview: Profile of e-Retailers 158
5.2.1 Flipkart 160
5.2.2 Snapdeal 164
5.2.3 Amazon 166
5.2.4 Homeshop18 168
5.2.5 Croma 170
5.2.6 Ezone 172
5.2.7 Ebay 173
5.2.8 Indiatimes Shopping 175
5.3 Chapter Summary 175

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6 STATISTICAL ANALYSIS OF DATA 176-259
6.1 Introduction 176
6.2 Demographic Profile of the Respondents 177
6.3 General (Informative) 182
6.4 Current Usage 189
6.5 Outliers 193
6.6 Opportunity matrix 199
6.7 Modified Multidimensional Scaling (MMDS) 201
6.8 Perceptual Mapping 207
6.8.1. Perceptual Mapping Trust Vs Quality 208
6.8.2. Perceptual Mapping Trust Vs Service 209
6.8.3. Perceptual Mapping Trust Vs Discount 210
6.8.4. Perceptual Mapping Quality Vs Discount 211
6.8.5. Perceptual Mapping Quality Vs Service 212
6.8.6. Perceptual Mapping Schemes Vs Trust 213
6.8.7. Perceptual Mapping Schemes Vs Service 214
6.8.8. Perceptual Mapping Schemes Vs Quality 215
6.8.9. Perceptual Mapping Service Vs Discount 216
6.9. Influences on e-consumer online shopping decisions 217
6.10. Factor Analysis 218
6.10.1. Subjective Parameters 219
6.10.2. Pricing Parameters 226
6.10.3. Product Quality 231
6.10.4 Trust Parameters 237
6.10.5. Online Purchase Decisions 243
6.11. Testing of Hypothesis 249
6.12 Chapter Summary 259

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7 SUMMARY OF FINDINGS, CONCLUSION AND 260-269
RECOMMENDATIONS
Findings of the Study 260
Conclusion 267
Recommendations 268

BIBLIOGRAPHY 270

APPENDIX (QUESTIONNAIRE) 284

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