A Study onFactors Prompting People of Ahmedabad City to Approach E-Retailing Sites | Original Article

ABSTRACT:

There was a time when people used to travel to markets which were located few kilometres away from their dwelling in order to purchase their required products, even there were special markets for specific products.Then the time came when mom and pop stores mushroomed and convenience for people increased, today we are living in an era where people even need not to visit the nearby retailers or give them a call to narrate the whole list of shopping because shopping is taking place through internet and any product whether it is convenience, shopping and speciality can be purchased through E-Retailing sites like Amazon, Flipkart, Wal-Mart, Snap deal, Shop clues, Big basket, Groffers  etc. therefore often some questions arise on what is making people to approach these e-tailing sites, which factors are prompting them to buy through these sites, whether these sites had acquired the attention of a particular section of society or they are appealing to masses, how the buying behaviour differs among various age-groups, occupation, gender, family size, income groups etc. when it comes to buying through E-Commerce sites. This study aims to answer these questions; it has been conducted on the people of Ahmedabad city with a sample size of 100 respondents including male and female both. In order to identify the factors prompting them to buy through E-Retailers multi variate test like factor analysis has been conducted and Analysis of Variance (ANOVA) test has been used to test the hypothesis.