Consumer Behaviour Case Study

Online Shopping Behaviour: Indian vs International Consumers

OR

Abstract:
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