CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter consists of review of literature related with Advantages and

Disadavantages of Online As Perceived consumers and also deals with business
perspective. Then it reviews the current issues in online marketing and factors affecting
adoption of online marketing. Further it provides a critique review of miscellaneous
studies related with online marketing. This is followed by highlighting the research gaps
and contribution of the present study..Show that for some categories the brand name
is more important online than in a traditional shopping environment, but this might
depend on the available attribute information.The concept of satisfaction with online
shopping can benefit by examining ‘satisfaction’ literature from different angles, for
instance, customer satisfaction from a marketing perspective, user satisfaction
from information systems and job satisfaction from organisational behaviour .The
literature review in this area shows that the results of research efforts have not been
satisfactory. These unsatisfactory results can be attributed to several reasons, such as
inconsistent and different measurements of satisfaction, lack of a unified framework to
integrate these different perspectives.

Review of Related Literature

 This review consists of books, articles, documents that focus on thesame subject
matter or other concepts of the study

FOREIGN

Technology has shortened distances between continents, countries, cities and

people. People living in different parts of the world now have similar tastes,
perceptions, styles and accessibility. Online shopping has opened the doors of
globalization as it allows consumers to buy products from anywhere around the world.
This research develops a global online shopping model that will be help e-tailers / e-
vendors to increase their customers worldwide. We used exploratory factor analysis and
multiple regression modeling, to develop a model relating Intention as a dependent
variable to the number of independent factors. Our study revealed that Perceived
Enjoyment, Perceived Ease of Use and Perceived Risk are statistically significant
factors. Other factors such as Legal Framework and Distrust were found
statistically insignificant. A global online shopping model for e-tailers is required to
address large number of diversified customers. The current study represents an
important contribution to the theories of consumer acceptance of technology, helping
researchers to know and understand various factors having multiple effects on the
acceptance of global online shopping.

LOCAL

Online shopping or online retailing is a form of electronic commerce which allows

consumers to directly buy goods or services from a seller over the Internet using a
web browser. Online shopping is also known by many others name such as e-web-
store, e-shop, e-store, Internet shop, web-shop, web-store, online store, and virtual
store. An online shop evokes the physical analogy of buying products or services at
a bricks-and-mortar retailer or shopping center; the process is called business-to-
consumer (B2C) online shopping. In the case where a business buys from another
business, the process is called business-to-business (B2B) online shopping. The largest
of these online retailing corporations are eBay and Amazon.com, both based in the
United States. Retail success is no longer all about physical stores, his is evident
because of the increase in retailers now offering online store interfaces for consumers.
With the growth of online shopping, comes a wealth of new market footprint coverage
opportunities for stores that can appropriately cater to offshore market demands
and service requirements. Online shopping is a growing area of technology.
Establishing a store on the Internet, allows for retailers to expand their market and
reach out to consumers who may not otherwise visit the physical store. The
convenience of online shopping is the main attraction for the consumers. Unique
online payment .

RELATED STUDEIS

This study's purpose was to qualitatively examine perceived advantages and

disadvantages of online grocery shopping among participants in the Special
Supplemental Nutrition Program for Women, Infants, and Children (WIC). Initial in-
depth, qualitative interviews were conducted, after which participants completed an
episode of online grocery shopping, picked up the online order at the store, and
completed an in-store shopping episode and a follow-up in-depth interview. Interviews
were audio-recorded, transcribed verbatim, and analyzed deductively. Participants
stated that in-store impulse purchases occurred at the check-out and cookie aisles and
included chips and candy, but sometimes healthier foods such as fruit. Advantages of
online grocery shopping included ease, convenience, and saving time. Disadvantages
included inadequate substitutions, the online shopping fee, lack of control over selection
of perishable goods, and inability to find good deals online versus in the store. Further
research is needed to determine how to encourage healthy grocery purchases online.
FOREIGN

The fundamental issue which arises in front of a consumer when he/she embarks
on buying something is which mode of shopping they should choose to satisfy
themselves. There are both online and the traditional brick and mortar shops
available to fulfill their purchase interests. This abundance of choice available for
consumers has thrown up a serious challenge for companies regarding the way
they should target consumers to maintain competitive advantages Due to rapid growth
of technology, business organizations have switched over from the traditional method of
selling goods to electronic method of selling goods. Business organizations use internet
as a main vehicle to conduct commercial transactionS
Advantages of online shopping Saves time and efforts. Convenience of Shopping at
home.
Wide variety / range of products are available.
Good discounts / lower prices.
Get detailed information of the product.
We can compare various models / brands.

Disadvantages of online shopping

1) Delay in delivery
2) Lack of significant discounts in online shops
3) Lack of touch and feel of merchandise in online shopping
4) Lack of interactivity in online shopping
5) Lack of shopping experience
6) Frauds in online shopping

LOCAL

In the developed countries like the United States, it has become almost a norm to make
purchases on the online platform specially for apparel products. However, in a
developing country like India, majority of people still depend on the brick and mortar
stores to make purchases in different categories. Although in the last few years, online
shopping has become quite a craze among the masses specially among the
teenagers and youngsters, in absolute numbers, offline shopping is still way ahead of its
online counterpart. a business, be it online or offline. Consumers drive the market. All
the business activities are carried out keeping in mind the interests of
consumers. Online shopping, which is a recent phenomenon in the Indian context has
gathered steam in the last few years backed by increasing penetration of internet
has resulted in consumers spoiled for choice. Internet is helping the promotion of
products through online advertisements. The healthy competition between the online
stores and the offline brick and mortar counterparts have ushered in a new era where
consumers can pick and choose the medium of shopping to fulfill their shopping
interests. Some of the key differences between the two medium of shopping are the
means of gathering product informations, perceived risk and the ability of consumers
to access similar kinds of products according to their preferences.

SYNTHESIS

It is importanat for a reseacher to have a comprehensive and relevant body of

supporting materials to his research work.The related literature and studies
are needed for the following reasons. It provides insight into
theoretical/conceptual background of the studies.