Document Type : Primary Research paper


Assistant Professor – MBA, Nehru Institute of Technology, Coimbatore


The phenomena that world is fast shrinking into a Global Village because of Internet and other
communication mediums is not completely reflective in the Indian context. While developed and
fast developing countries have understood the power of Internet, India still has a long way to
catch up. Internet has brought nearly the entire world just a click away from us. The retail
industry canvass has been repainted by Internet and the rules of the game in retailing are fast
changing. The western culture has affected each and every aspect of our Indian society. The life
is becoming fast not only in the metros but also in the normal cities. The number of nuclear
families is increasing and both husband and wife are working, as they have less time to go to the
market for purchasing every now and then. Some other reasons like these, say shortage of time,
traffic jams, late working hours, versatility of plastic money and above all the approach of
internet at the door step of whosoever desires it.
The purpose of study is to understand the influence of normative beliefs, age, and gender on
online shopping attributes and consequently on consumers' online shopping behavior. Indian
consumers' attitude toward online shopping being “convenient” is determined by their “perceived
usefulness” and “ease of use” of the Web site. Online shopping behavior is moderated by
normative beliefs and gender. Consumers' attitude toward online shopping differs across age
categories and a Web site's “ease of use” attribute. The findings can enable online retailers to
improve consumers' perceptions toward a Web site's “convenience” attribute. Online retailers
targeting Indian consumers should make the Web sites user friendly and easy to understand
Online retailers have improved their service and are providing more and more convenience to the
customers. From advance payment options they moved on to payment on delivery. From fixed
delivery timings they have moved on to convenient delivery timings at the choice of the
customer. India has opened the doors for foreign direct investment in retail.


Volume 12, Issue 1
International virtual conference on Newer Trends and Innovation in Nanotechnology Materials Science . Science and Technology
March 2021
Pages 705-713