• Shyni A

In current times, commerce and trade have been so variegated that now multichannel has taken place and that one such activity that has displayed considerable growth all over the world is online shopping. Significant rise in the internet perforation is transforming online retailing to another level in online markets globally and specifically, in India. Electronic commerce comprised of about 2.29 trillion dollar markets worldwide and also contemplated to surpass 4trillion dollar by end of 2020. With this figure, in India, Online retailing is assured to grow tremendously and gain more popularity. The challenge before the industries worldwide and marketing experts is to apprehend what drives consumers to shop online. It is a known fact that women is a very active consumer segment and marketers thrive to know the satisfiers and dissatisfies of females with respect to shopping and more importantly now about online shopping. In-depth insights into the factors influencing online shopping behaviour of females can help online marketers in designing effective marketing strategies. Today, it is the women in the household, who makes purchases and decides for majority of the product or service categories to be shopped. They now not only decide for themselves or household products or services, but also decide for products/services which were previously known to be male dominant categories. Moreover, online shopping coming into picture and females catering to online shopping websites to save their shopping needs, makes it all the more important for marketers to understand their online buying behaviour, especially in Indian context as societal and cultural norms for Indian females are a little different as compared to other developed nations. Here there is some dearth of research that focus on online shopping behaviour of female consumer segment especially in Indian context. In order to gain insights and know the elements and factors that impact of online shopping behaviour of females, the onus lies on researchers and it is essential to measure their attitude towards online shopping and factors influencing the same. This research is aimed to study the factors influencing online shopping behaviour of females in Uttar Pradesh. To fulfil the aim and objectives of research, in depth literature review was conducted and certain factors were identified influencing attitude of online shopping of any consumer group. The literature also represented few female specific attributes and factors pertaining to traditional and online shopping context. However, there is limited research in this area and very confined research is done nationally or internationally taking females into consideration. In order to gain deep insights into female consumer behaviour, two focus group discussions and five in depth interviews were conducted to gather female specific variables impacting their online shopping attitude. After this qualitative research, few factors were finalized to study their impact on online shopping attitude of females and impact of online shopping attitude on their intention to continue to shop online for females. Substantial literature depicts that intention to online shopping or intention to continue to shop online is a well recognized measure to study and assess consumer behaviour of any consumer group. The study also found the product/service categories preferred online by females which turn out to be: footwear, groceries/food items and apparels in top three in order of preference. For service, females prefer to buy movie tickets, travel ticket/tourism services and gifting services of flowers/gifts/cakes. The study also concludes that there is no affect of age, income, employment status, marital status and having a kid/toddler at home on attitude and intention to continue to shop online for female respondents. This study is beneficial to research scholars, e-retailers, policymakers and marketing managers as it will help them strategise better. The study also provides a conceptual model of factors influencing attitude of online shopping of females

Online shopping,consumer behaviour

"A STUDY OF ONLINE SHOPPING BEHAVIOUR OF FEMALES-WITH SPECIAL REFERENCE TO KANNUR DISTRICT, KERALA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 4, page no.b528-b535, April-2022, Available :http://www.jetir.org/papers/JETIR2204170.pdf

"A STUDY OF ONLINE SHOPPING BEHAVIOUR OF FEMALES-WITH SPECIAL REFERENCE TO KANNUR DISTRICT, KERALA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 4, page no. ppb528-b535, April-2022, Available at : http://www.jetir.org/papers/JETIR2204170.pdf