A Bent Towards Supermarkets or Virtual Markets. Study on Consumer Buying Behavior

      Аннотация: Up till now only one option of shopping was available i.e. offline shopping but having access to online shopping has truly transformed the way people shop. This book is an evidence that though people are preferring offline shopping without any hesitations, still slowly and gradually moving towards online shopping. The internet has become a major resource in modern business, thus online shopping has gained significance not only from the entrepreneur‘s but also from the customer‘s point of view. This research is an indication for increasing trend and bright future of online shopping in India. With the development of internet facilities, technological development and government initiatives, awareness and use of online shopping is increasing in India. In online shopping consumers can shop anywhere, anything and anytime with easy and safe payment options compare to offline shopping. Consumers can do comparison shopping between products, as well as, online stores. This research has provided precise knowledge about buying Behaviour, preferences, risk perception etc. of consumer in shopping which will be a key contributor to the avenues of virtual shopping in the future times to come.

Ключевые слова: offline shopping, Online Shopping, consumer behaviour