A STUDY ON CONSUMER DECISION MAKING PROCESS FOR ONLINE SHOPPING

A STUDY ON CONSUMER DECISION MAKING PROCESS FOR ONLINE SHOPPING.

Bharti Shukla[1]

Pallavi Adme[2]

[1] Assistant Professor, Indira School of Business Studies PGDM, Pune, bharti.shukla@indiraisbs.ac.in
[2] Student, Indira School of Business Studies PGDM, Pune, pallavi.adme@indiraisbs.ac.in

Abstract

It is always assumed that the most important stage in a sale is when a consumer hands over the money at the billing counter or payment gateway. But when we see the bigger picture, the real challenge is to how to influence consumer behaviour. Every single step in the consumer decision-making process plays an important role. For marketers, it is imperative that they focus their attention to every stage in the buying process in order to maximize their profit.

Most of the companies are now adopting to hybrid mode of business and making their presence in the web world as well through on-line portals and or through applications to sell their products/services on-line. Though online shopping is common outside India, its growth in Indian Market, which is a large and strategic consumer market, is still in line with the global market. The potential growth of on-line shopping and the dynamism of Indian Consumer buying decision process has triggered the idea of conducting a study on Consumer Decision Making Process for online shopping.