Introduction

 E-commerce encompasses a wide range of online commercial interactions

 Company to business, business to customer, and business to government.

 The E-commerce business must satisfy customers with the goods and services

 E-commerce involves domestic (intra-border) or international (cross-border) transactions

 Business-to-Customer (B2C)

 business-to-business (B2B)

 Customer-to-Customer (C2C)

 Business-to-administration (B2A)

 Customer-to-administration (C2A)

 Online retail is growing at a 35 percent annual rate in India

 Competitiveness Ranking 2019 (WDCR), India has risen globally in digital

competitiveness.

 In 2016-2017, online sales accounted for only 1.5% of India's total retail market.

Objectives

 To comprehend the aspects related to purchasing patterns of online vs. offline shopping

and to observe the shopping behavior of customers based in Delhi.

 To investigate the impact of brand loyalty on Delhi customers' online shopping habits.

 To ascertain how Delhi customers' online shopping habits are impacted by brand

awareness.
Significance of the study

 E-commerce development has affected people's buying habits

 Brand loyalty (BL) and brand awareness (BA).

 Brand and quality comparison influence customer behavior regarding online purchasing.

 Customers rely only on online purchasing and cannot get the benefits of traditional retail

shopping.

 To determine customer attitudes toward online buying.

Hypothesis

 Brand Awareness affects Customer Buying Behavior

 Brand Loyalty affects Customer Buying Behavior.

Theory

 E-commerce, identified as electronic commerce, is the purchase and sale of goods and

services via electronic networks

 E-commerce has reduced costs and improved efficiency.

 Global retail e-commerce may be worth $27 trillion by 2020.

 By the end of 2021, 820 million people in India will be online, with 40% of those users

making online purchases,

 The leading players in these services are Rediff.com, the Internet, and India Plaza.

 Factors (Convenience, brand image, and product qualities) influencing/impacting

customer purchasing.

 Vendor strategies make it easier for customers to buy their items.

Theory of Planned Behavior

 The direct product of behavioral intention

 Limited volitional control.

 Attitude

 individual norms

 Self-efficacy

 Response-facilitating circumstances

Brand Awareness and Customer Buying Behavior

 Brand awareness can be defined as a potential buyer's ability to recognize and remember

that a brand is associated with a specific product category.

 Top of mind, brand dominance, and brand knowledge are the stages

 Building brand equity begins with raising brand awareness.

 Brand recognition will have more favorable customer preferences

Results and Discussions

 60% of the participants are male, while 40% are female.

 47.4 percent of respondents are married, 48.7 percent are single,

 3.2 percent are divorced, and 0.6 percent are separated.

 17.9 percent were high school graduates, 66.2 percent were graduates,

 14.0 percent were masters, and 1.9 percent were Ph.D. or higher

 41.6 percent of respondents are full-time employees, 34.1 percent are self-employed,

7.1% are part-time employees, 6.5 percent are unemployed, and 10.7% are students.
  Age range from 18 to 65 years and above.

 Incomes range from $25,000 to $1 million.

Statistics

Brand Brand Customer

Loyalty Awareness Behaviour

Valid 308 308 308

N
Missing 0 0 0

Mean 8.0097 4.7175 18.3571

Median 7.0000 4.0000 17.5000

Std. Deviation 4.23840 2.51408 6.31495

Variance 17.964 6.321 39.879

Variables Cronbach Alpha

Brand Loyalty 0.903

Brand Awareness 0.885

Customer Behaviour 0.817

Conclusion

 Online purchasing saves customers time and keeps them from dealing with various

problems.

 This can also be attributable to the continuing pandemic issue.

 The advancement of information technology and smartphones not only gives rise to e-

commerce but also generates a customer group with a tech-savvy character.

 The incredible amenities given by online shopping centers, such as a large variety of

options, unbelievable costs, and door-to-door service, have shifted customers' minds from

nearby comfortable fixed shop consumption to online buying, even for products with the

nature of day-to-day usage.

 The current research study will make understanding the notion of internet purchasing

easier.

 The present research will make it simpler to comprehend the various e-commerce

websites.

 Researching the demographics of online shoppers for e-commerce will be helpful in the

COVID-19 pandemic.
  Researching the sample e-comparative commerce's level of customer happiness will be

helpful.

 Online shoppers used to contrast product prices with those of nearby stores.

Consequently, their preferences may vary. E-commerce must provide discounts in line

with this.

 The online store must offer loyalty points and make them simple.

 E-commerce should also strengthen its connections with more miniature cities and rural

areas.

 Stock-out situations occur when a new product is introduced; these situations must be

monitored and handled appropriately.

 Brand-aware online shoppers should have more brand options thanks to e-commerce.

 Because of online phishing and fraud, cash on delivery is the recommended payment

method.

 This ought to be protected by a payment gateway.

 Artificial intelligence (AI) should be used to track the kind and brand of previous

purchases to provide recommendations and reduce order processing time.

Recommendations

 To attract more customers, we should launch campaigns educating customers about

online purchasing.

 Online retailers should implement processes to ensure the quality of their merchandise

and provide outlets for resolving issues during product exchanges.

 Secure and dependable delivery services should be used to ensure that customers receive

items ordered online.

 Future research should reduce the scope and focus on a specific e-commerce company to

provide relevant insights that could prove advantageous to that specific e-commerce

brand.