Review of Professional Management- A Journal of New Delhi Institute of Management

Open Access Open Access  Restricted Access Subscription Access

Demographics and Preference for Online Buying:An Exploratory Study of University Students


Affiliations
1 Assistant Professor, Amity Global Business School, Amity University, Noida, UP, India
2 Associate Professor, Department of Business Administration, AMU, Aligarh, India
3 Associate Professor, AIMA, Centre for Management Education, New Delhi, India
 

Increased rate of internet penetration has tremendously impacted online buying in general and the corporate working in particular. Development of online retailing sets opportunity as well challenges for both the marketer and for consumers. Youngster have been specially reported as the major adopters of online buying. Insights into online buying as well as the impact of various consumer demographic characteristics have become important for the marketer as well as for the academician to understand and predict future of online purchase. In this context, this paper aims to investigate influence of demographic characteristics of university students on their online buying behaviors. This exploratory research is primarily oriented towards university students who have access to internet via any devices e.g. computers, mobile phones, tablet etc. Data were collected through survey method from Delhi NCR. IBM Statistical Package for the Social Sciences Statistics Ver. 20 was used for data analysis and interpretation of results. Students’ characteristics, e.g. gender, stay-hostler vs. non-hostler, stream-technical vs. non-technical, studies level-undergraduate vs. post graduate were studied as significant factors under demographics. The insights from current study are useful for the online marketer developing digital marketing strategies designed specifically for growing young population in India. Results of the study show that the male students are positive about online buying. Education and pocket money too are positively and significantly associated factors with online buying.

Keywords

Online Buying, Demographic Characteristics, University Students, India.
User
Notifications
Font Size

  • Agarwal, S. (2016). Buyers do mix of online, offline shopping, Livemint, 20 January. Available at: https://www.livemint.com/Industry/aYeF7H62bnY5xGuf3osdJL/Buyers-do-mix-of-online-offline-shopping.html?utm_source=scroll&utm_medium=referral&utm_campaign=scroll (Accessed: 6 April 2018).

  • Banerjee, N. (2017). Online retail consumers to cross 100 million by 2017: ASSOCHAM-Resurgent India study, The Economic Times. New Delhi, 2016-2017. Available at: https://economictimes.indiatimes.com/industry/services/retail/online-retail-consumers-to-cross-100-million-by-2017-assocham-resurgent-india-study/articleshow/56417797.cms (Accessed: 6 April 2018).

  • Bhattacharyya, A. (2017). OLX India posts 31% rise in its FY17 profit, Financial Express, 24 October. Available at: http://www.financialexpress.com/industry/olx-india-posts-31-rise-in-its-fy17-profit/903891/ (Accessed: 2 April 2018).

  • Bolboacă, S. D. et al. (2011). Pearson-Fisher Chi-Square Statistic Revisited, Information, 2. 528-545. doi: 10.3390/info2030528.

  • Bureau, F. (2018). Patanjali announces partnership with 8 e-commerce companies - The Financial Express, Financial Express, 17 January. Available at: http://www.financialexpress.com/industry/patanjali-announces-partnership-with-8-e-commerce-companies/1018215/(Accessed: 2 April 2018).

  • Case, T. Burns, O.M. and Dick, G. N. (2001) Drivers of On-Line Purchasing Among U.S. University Students, in AMCIS 2001 Proceedings. 873-878.

  • Chan, R. (2018). Defining advertising and marketing in 2018’, Financial Express, 18 January. Available at: http://www.financialexpress.com/industry/defining-advertising-and-marketing-in-2018/1014085/ (Accessed: 5 April 2018).

  • Delafrooz, N. et al. (2009). Factors affecting students’ attitude toward online shopping, African Journal of Business Management, 3(May). 200-209. Available at: http://www.academicjournals.org/AJBM (Accessed: 20 January 2017).

  • Deshmukh, G.K., Joseph, S. & Sanskrity, J. (2016). Online Shopping In India: An Enquiry of Consumers World, IOSR Journal of Business and Management Ver. 3. 18(1), 2319-7668. doi: 10.9790/487X-18132833.

  • Dingra, R. (2018). Digital Marketing: blaming the medium for the message, Financial Express, 30 January. Available at: http:// www.financialexpress.com/industry/technology/digital-marketing-blaming-the-medium-for-the-message/1035398/ (Accessed: 5 April 2018).

  • Dutta, A. (2018). From swadeshi to a little videshi: Patanjali ties up with Amazon, others | Business Standard News, business-Standard. Available at: http://www.business-standard.com/article/companies/from-swadeshi-to-a-little-videshi-patanjali-ties-up-with-amazon-others-118011700023_1.html (Accessed: 2 April 2018).

  • Gohain, M. P. (2017). Swayam: Education to go digital with “Swayam”, Times of India, 9 July. Available at: https://timesofindia.indiatimes.com/home/education/education-to-go-digital-with-swayam/articleshow/59509319.cms (Accessed: 5 April 2018).

  • Gopalan, R. and Ranganathan, S. S. (2014). India Retail Trends, TATA Business Support Services Ltd.

  • Hansen, T. (2005). Consumer adoption of online grocery buying: a discriminant analysis, International Journal of Retail & Distribution Management, 33(2/3). 101-121. Available at: http://www.emeraldinsight.com/journals.htm?articleid =1464115&show=abstract (Accessed: 18 December 2014).

  • Hindu (2016). Government permits 100 per cent FDI in e-commerce, The Hindu, 29 March. Available at: http://www.thehindu.com/business/Industry/govt-permits-100per-cent-fdi-in-online-market-places/article8409495.ece?homepage=true (Accessed: 5 April 2018)

  • Kiyici, M. (2012). Internet shopping behavior of college of education students, Turkish Online Journal of Educational Technology, 11(3). 202-214. Available at: http://www.scopus.com/inward/record.url?eid=2-s2.0-84863660022&partnerID=40&md5=10bcea5ff7413b2d302f6eebd3a43950.

  • Knežević, B., Jaković, B. and Strugar, I. (2014). Potentials and Problems of Internet as a Source of Purchasing Information - Experiences and Attitudes of University Students in Croatia, Business, Management and Education, 12(1). 138-158. doi: 10.3846/bme.2014.10.

  • Kumar, P. and Kanchan (2017). Online Shopping Behaviour among Students with Special Reference to Ludhiana, Punjab, India, Journal of Marketing and Consumer Research Journal, 33 (November 2016), 19-24. Available at: http://www.iiste.org/Journals/index.php/JMCR/article/viewFile/36179/37175 (Accessed: 7 June 2017).

  • Nagra, G. K. and Gopal, R. (2014). Consumer Online Shopping Attitudes and Behavior: An Assessment towards Product Category, International Journal of Marketing and Technology, 4(5), 54-63. Available at: http://search.proquest.com/business/docview/1526125230#top (Accessed: 12 December 2014).

  • Nangia, S. (2017). GST impact on online shopping, tax breaks: All you to know about the changed rules in 7 brief points, Financial Express, 5 July. Available at: http://www.financialexpress.com/money/gst-impact-ononline-shopping-tax-breaks-all-you-to-know-about-the-changed-rules-in-7-briefpoints/749411/ (Accessed: 5 April 2018).

  • Purani, K. (2017). Online retailers beware! For consumers there is great disappointment on this particular parameter, Financial Express, 4 September. Available at: http://www.financialexpress.com/opinion/online-retailers-beware-for-consumers-there-is-great-disappointment-on-this-particular-parameter/839789/ (Accessed: 2 April2018).

  • Richa, D. (2012). Impact Of Demographic Factors Of Consumers On Online Shopping Behaviour: A Study Of Consumers In India, International Journal of Engineering and Management Sciences, 3(1). 43-52.

  • Available at: http://www.scienceandnature.org/IJEMS-Vol3(1)-Jan2012/IJEMS_V3(1)7.pdf (Accessed: 5 June 2017).

  • Sahi, G.K., Sekhon, H.S. and Quareshi, T.K. (2016). Role of trusting beliefs in predicting purchase intentions’, International Journal of Retail & Distribution Management, 44(8). 860-880. doi: 10.1108/IJRDM-10-2015-0157.

  • Statista (2018). E-commerce sales in India 2012-2022, Statista. Available at: https://www.statista.com/statistics/289770/india-retail-ecommerce-sales/ (Accessed: 6 April 2018).

  • Sunil (2015). Trends and practices of consumers buying online and offline’, International Journal of Commerce and Management, 25(4). 442-455. doi: 10.1108/IJCoMA-02-2013-0012.

  • Tribuneindia.com (2017). HDFC Bank makes RTGS, NEFT online transactions free from Nov 1, Tribune India, 6 November. Available at: http://www.tribuneindia.com/news/business/hdfc-bank-makes-rtgs-neft-online-transactions-free-from-nov1/493398.html (Accessed: 2 April 2018).

  • Zhou, L., Dai, L. and Zhang, D. (2007). Online Shopping Acceptance Model - A Critical Survey of Consumer Factors in Online Shopping, Journal of Electronic Commerce Research, 8(1). 41-62. doi: 10.1086/209376, http://dx.doi.org/10.1086/20937610.1089/109493104322820156.


Abstract Views: 1112

PDF Views: 204




  • Demographics and Preference for Online Buying:An Exploratory Study of University Students

Abstract Views: 1112  |  PDF Views: 204

Authors

Mamta Chawla
Assistant Professor, Amity Global Business School, Amity University, Noida, UP, India
Mohammed Naved Khan
Associate Professor, Department of Business Administration, AMU, Aligarh, India
Anuja Pandey
Associate Professor, AIMA, Centre for Management Education, New Delhi, India

Abstract


Increased rate of internet penetration has tremendously impacted online buying in general and the corporate working in particular. Development of online retailing sets opportunity as well challenges for both the marketer and for consumers. Youngster have been specially reported as the major adopters of online buying. Insights into online buying as well as the impact of various consumer demographic characteristics have become important for the marketer as well as for the academician to understand and predict future of online purchase. In this context, this paper aims to investigate influence of demographic characteristics of university students on their online buying behaviors. This exploratory research is primarily oriented towards university students who have access to internet via any devices e.g. computers, mobile phones, tablet etc. Data were collected through survey method from Delhi NCR. IBM Statistical Package for the Social Sciences Statistics Ver. 20 was used for data analysis and interpretation of results. Students’ characteristics, e.g. gender, stay-hostler vs. non-hostler, stream-technical vs. non-technical, studies level-undergraduate vs. post graduate were studied as significant factors under demographics. The insights from current study are useful for the online marketer developing digital marketing strategies designed specifically for growing young population in India. Results of the study show that the male students are positive about online buying. Education and pocket money too are positively and significantly associated factors with online buying.

Keywords


Online Buying, Demographic Characteristics, University Students, India.

References





DOI: https://doi.org/10.20968/rpm%2F2019%2Fv17%2Fi2%2F149811