Consumer Tendency towards Online Retailing: A Case study of Surat City

This research is conducted in order to understand the various determinants of online shopping and purchase tendency of shoppers. An attempt is made to understand the parameters that consumers look forward while shopping online. As online shopping is getting more and more acceptability it would be important to know the consumer behavior towards online shopping. In this paper the perceptions of consumers regarding online shopping are studied and various barriers for online shopping are identified. The study is based on primary data. The sample area of the study is Surat city. Data collection is planned through Questionnaire and communicated through email and online survey software tool. After checking the validity and reliability of the questionnaire primary data is collected from the respondents. The results of their opinion through questionnaire are analyzed. The behavior of consumer towards customer-oriented facts and technology-oriented facts are discussed. To determine the causal-effect relationship between different variables, Chi- square test is used. Inference is drawn by using non-parametric technique like Mann Whitney U and Kruskal Wallis. Tables and charts have been used for data analysis and interpretation purpose.