IJFANS International Journal of Food and Nutritional Sciences

ISSN PRINT 2319 1775 Online 2320-7876

A Study on Consumer Perception towards Online Shopping In Tier-III Cities

Main Article Content

Dr. Seema H. Kadam

Abstract

Over the years the online shopping market got wider popularity in India. The online retailers at the same time keep on exploring new ways to attract more customers. The Indian Market is fragmented demographically and economically. There requires a new set of strategies to attract customers from each fragmented market. As market a market expansion strategy online retailers are focusing on Tier-2 and Tier-3 cities also. The major retailers like Amazon, Flipkart, Myntra, Ajio etc. differentiate themselves from each other on marketing mix to create a different positioning to customers. The study is conducted to understand the perception of consumers towards online shopping in Tier-3 cities. These areas have their shopping preferences varied from Metro and Tier-1 and Tier-2.The challenges and functioning is complex at both consumer and company end. The primary objective of a study is to know Customer Perception towards Online Shopping in Tier 3 cities in South Gujarat. Descriptive Research Design has been used in this research work. For the sampling used Non-Probability Sampling method to collect sample from South Gujarat. The sample size is 424 respondents. The data is collected through structured questionnaire. The data is analysed using Friedman Test to know preference for the E-commerce companies; Post Hoc TestWilcoxon Signed Test to test pairing of E-commerce companies for consumer’s perceived perception, Mann Whitney Test applied to know variance in perception towards online shoping with demographic profile of consumer.

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