A Study on Consumer Buying Behaviour Towards Online Shopping in Chennai

Today’s world is based on information and technology and internet has been proved to be the most powerful media for exchange of thoughts and knowing about world easily. Due to the easy access of internet facilities and busy schedule of people in Chennai, they are making use of online shopping as it is convenient for them in many ways. Online shopping is a process of buying goods and services over the internet. With the help of World Wide Web online retailers can sell their products to people who purchases online. Consumers sitting at one place can buy a huge variety of items from online. Online shopping has grown to the huge extent over the years throughout the world. This research is undertaken to know the reasons for online shopping, to analyze the risk involved in online shopping and also to understand the consumer attitude towards online shopping and their satisfaction. Survey is conducted through a self-constructed questionnaire of 120 respondents from Chennai. Random sampling technique is used to select the respondents and they belong to different age group, students, professionals, business people, homemakers etc. Data gathered are analyzed and interpreted with the help of simple percentage, table, graph and charts. The findings of this study has provided that due to easy access of internet facilities and as it is more convenient for shopping online compared to conventional shopping people in Chennai are moving towards online shopping. However, inability to touch & feel the products, phishing scams. Deceptions are the most disliking factors for online shoppers and satisfaction level of the online shoppers are not up to the mark. The study recommended that if the business people come up with creative strategies to overcome disliking factors, they can gain competitive advantage and can provide complete satisfaction to customers and retain online shoppers.