Youths' Perceptions towards Online Shopping: An Empirical Study in Delhi/NCR

Since the explosion of the internet as a business medium happened, one of its primary uses has been for marketing. The internet has become a critical distribution channel for a majority of successful enterprises. The mass media, consumer marketers and advertising agencies seem to be in the midst of Internet discovery and exploitation. Before a company can envision what might sell online in the coming years, it must understand the attitudes and behavior of its potential customers - the youth of today. Youth is a life-cycle stage where experimentation with one's identity becomes a central concern, hence the importance of shopping for this age group. This study examines attitudes of youth toward various aspects of online shopping and provides a better understanding of the potential of electronic commerce for both researchers and practitioner.