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Consumer Behaviour Case Study

Case Title:

Online Shopping Behaviour: Indian vs International Consumers

Publication Year : 2010

Authors: T. Sai Vijay and Prashant Vidya Sagar under the direction of Dr.Nagendra V. Chowdary

Industry: Services


Case Code: CSB0029

Teaching Note: Available

Structured Assignment: Available

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Set in early 2010, this case study details and contrasts Internet penetration, Internet usage rates and level of e-commerce activity in the developed countries and other e-commerce active countries with that of developing and other e-commerce-dormant countries. The case, in the backdrop of all the accompanying information, enables a lively discussion on what it takes Indian market to reach $100 billion level by 2020. This involves behavioural and institutional (hard and soft infrastructure) modifications. The case facts enable a thorough analysis of the desired modifications. Ideally suited for Consumer Behaviour course, this case study can also be used for Business Strategy course.

In developed and other e-commerce active countries, there exists a perfect correlation between the Internet penetration and online shopping figures. Though there has been some progress in India, a large potential pool of online shopping community has not yet been tapped. What factors would facilitate a change in Indian consumers’ behaviour towards online shopping? In other words, what it takes to convert Indian traditional (terrestrial) shoppers into Internet shoppers?

Pedagogical Objectives:

  • To understand the contributing factors – the soft infrastructure and hard infrastructure – for e-commerce growth in some of the developed and other e-commerce active countries
  • To critically analyse and contrast the correlation between Internet usage rates and the e-commerce trends in the developed countries and other e-commerce active countries such as India
  • To discuss and debate on creating the enabling environment – the soft and hard infrastructure – to facilitate e-commerce growth in India.

Keywords : Consumer Behavior, E-Commerce in India,internet penetration and Internet using in india, Online shopping behaviour,Broadband Connectivity, Online-shopping buying Motive,Products Shipped on-line, Traditional Shopping Vs Online-Shopping,Usage of Internnet across Demographic segments,Internet User categories,Key Concerns during Online-shopping,on-line Frauds,Fishbein Model,E-tailing


  • Developed World: Synchronous Growth of e-Commerce
  • Internet Penetrations Rates and e-Commerce Levels
  • Online Shopping Behaviour: The Contributing and Inhibiting Factors
  • Internet Penetration, Internet Usage and Online Shopping In India

  • Internet Penetration and Internet Usage in India
  • Internet Penetration vs Online Shopping in India
  • Slow Growth of Online Shopping in India: Causes and Concerns
  • Indian Shoppers to Internet Shoppers: Any Suggestions?
  • Assignment Questions

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