A STUDY ON CONSUMER PURCHASING DECISION IN ONLINE SHOPPING WITH REGARDS TO CHENNAI CITY IMPACT OF BRAND EXPERIENCE OVER BRAND LOVE IN ONLINE SHOPPING

Abstract

Online purchasing has grown rapidly these days due to high usage of technology and internet facility that connects the people worldwide. Though it had gained more popularity more research needed to enhance the facility in online as it is in physical stores which induce the customers to buy more in online. In reality, pre-purchase behaviour involves being aware of the choices that consumers have made. The process that guides a customer from defining a need, producing possibilities, and selecting a specific brand is known as the purchase decision. The main aim of this study is to understand customer purchase decision making in online shopping platform in Chennai city. Structured questionnaire consist of two parts was used to collect the data from 100 respondents in Chennai city. Part I deals with the demographic profile of customers and Part II deals with customer perception as regards to online purchasing decisions. Simple percentage analysis was applied to find the demographic and consumers perception as regards to online shopping. Garrett ranking analysis had been applied to rank the factors that influence online purchase. Factor Analysis was used to find out the major factors that influence purchase decision making as regards to online shopping.