Relationship between E Retail and Social System of Delhi and NCR Region of India

In India before making a purchase decision to reduce the risk of buying a new product, many online shoppers tend to wait for the opinions of early adopters. Companies dealing in E-Retailing have initiated to gather information about their customers on their portals and also about their other social engagements and interactions. This will facilitate the E-Retailing companies to comprehend the various socio-cultural influences instrumental in impacting the buying decision mechanism as well as helping in establishing better relationship with the customers which will eventually culminate in scaling up the sales. In this paper, we present an overview of the impact of social influence in E-Retailing decision making to provide guidance to researchers and companies who have an interest in related issues. We identify how data about social influence can be captured from online customer behaviors and how social influence can be used by E-Retailing websites to aid the user decision making process.