Identifying the online shopping style of young consumers with special reference to Delhi NCR

IPEM Journal Management > Identifying the online shopping style of young consumers with special reference to Delhi NCR

Identifying the online Shopping Style of young Consumers with Special Reference to Delhi NCR

Disha, Jyoti, Dr. Shikha Mittal

Vol 17 , Issue 1 , July 2023 | Pages: 1-09

Published Online: July, 2023

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Author Details

1. Disha, MBA Ist year student, RKGIT Ghaziabad
2. Jyoti, MBA Ist year student, RKGIT Ghaziabad
3. Dr. Shikha Mittal, Associate Professor, RKGIT Ghaziabad

The majority of Indian online shoppers are young individuals. The goals of this study are to identify the characteristics of adolescent internet users’ consumer decision-making processes and to develop a profile of their online buying preferences. The research goals were achieved using a quantitative research strategy. 100 people who are members of Generation Z and Millennial buy products through e-commerce in Delhi NCR and replied to questionnaires distributed via social media, which served as the major source of data for the study. Consumer Style Inventory (CSI) was the foundation for the survey questions. Through factor analysis, seven features of young customers’ online buying habits were discovered. The results of this study show that young customers choose high-quality products, look for amusement when buying, and are impulsive. They also have a hedonic online purchasing style. Consumers in their 20s and 30s are crazy about novelty and branded goods. They are loyal to specific brands and shops even if they usually struggle to choose online stores and products. This study bridges the knowledge gap by offering a more thorough understanding of online buying preferences, with implications for taking purchasing preferences into account when marketing products and creating the user experience and shopping experience of a website that sells goods online.

Keywords

Consumer behavior, young consumer, online shopping, shopping style.

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Disha , Jyoti , Mittal(2023). Identifying the Online Shopping Style of Young Consumers with Special Reference to Delhi NCR. Issue No. 1. Vol. 17 p. 1-09