Customers’ Concern While Purchasing Online and their Effect on Purchase Behaviour

Online purchase which was new to the internet users a few years ago has gained wide acceptance within a very short span of time. The recent growth of e-commerce and the consumer’s increasing interest in purchasing over the net have significantly changed the landscape of Indian retail market. Today customers are inclined to accept the changes and keep their eyes on the benefits they can obtain from online retailers. The recent example of changing consumer purchase pattern is the flipkart’s ‘Big Billion day’ Sale. The growth in online sales can be partially attributed to the Internet’s advantages of providing large amounts of information quickly and inexpensively and its growing accessibility. Yet, to reach its full potential, business owners who use ecommerce as a distribution channel need a clearer understanding of who buys online, what they buy online, why they buy online, and how the non-Internet buyer can be transformed into an online buyer in order to increase online sale. The present study undertakes to analyse the various factors that the customers are concerned about while purchasing online and also the effect of these factors on their purchase behavior. Quality, payment security and delivery time were identified as the major factors the customers are concerned while purchasing online. The customers’ concern has a significant association with the purchase behaviour.