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Trends and practices of consumers buying online and offline: An analysis of factors influencing consumer’s buying

. Sunil (Department of Commerce, College of Vocational Studies, University of Delhi, New Delhi, India)

International Journal of Commerce and Management

ISSN: 1056-9219

Article publication date: 2 November 2015

6944

Abstract

Purpose

The purpose of this paper is to assess the trends and practices of consumers buying their products online and offline. Further, it also analyses the factors which influence consumers to go online and offline for their purchases.

Design/methodology/approach

To analyse the factors influencing consumer’s buying behaviour, 18 variables have been identified and questionnaire using a seven-point scale (where 1 indicating very unimportant and 7 very important) was designed. It was circulated among 875 consumers residing in Delhi and National Capital Region between February 2012 and April 2012, who buy offline or online or from both sources. The responses so collected have been tabulated and analysed with the help of a factor analysis method. The principal component method has been used to determine the minimum number of factors that would account for the maximum variance in the data collected. The data have been analysed by using SPSS version 19.

Findings

The study identifies Factor 1 (F1) as a Pre-sales Offer which includes the following variables that influence consumers mostly: less price, special sales, rebates and coupons, easy to get product information, physical examination of product, immediate possession of a product, uncertainty about getting the right item, accept all forms of payment and helpfulness of sales people. Thereafter, the study identifies Factor 2 (F2) as Better Assortment and After Sales Policy which includes the following variables: brand selection and variety, post-purchase service, exchange refund policy, quality of merchandise, availability of products in stock and ability to compare products. Finally, it identifies Factor 3 (F3) as Product and Its Importance which includes the following variables: speed of selection and purchase, social and family experience, shipping and handling charges and easy browsing of the products which influence consumer behaviour.

Research limitations/implications

The findings of this study are purely based on the information provided by the respondents. The sample forms little part of the total population.

Originality/value

Though online retailing in India is in nascent stage, yet it has shown its presence. To sustain and grow in a competition, the retailers need to understand the purchasing behaviour and factors influencing purchase behaviour of consumers. The behaviour of consumers is unpredictable and dynamic. The study suggests offline and online retailers to adopt policies or strategies after considering three factors extracted from the study to attract and retain consumers to their stores. Further, it also provides ideas to consumers to choose their retailers on comparative advantages basis.

Keywords

Citation

Sunil (2015), "Trends and practices of consumers buying online and offline: An analysis of factors influencing consumer’s buying", International Journal of Commerce and Management, Vol. 25 No. 4, pp. 442-455. https://doi.org/10.1108/IJCoMA-02-2013-0012

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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