A Study on Factors Influence to Purchase through Online and Online Shopping Buying Behavior of Youth in Tirunelveli City

Abstract

The buying behaviour of younger generation not only influences their individual buying behavior, but also it influences the buying behavior of the family. As a marketer one needs to understand the changing needs of the customers and produce the goods and services accordingly. Buying behaviour of an individual influences many factors, and these factors invariably affects the marketer to match the needs of the customers in general and youth in particular. The online survey was designed to collect information about demographic profile of the respondents such as age-group, gender group, qualification, occupation and household monthly income. In addition to this, various questions related to the online buying behaviour of essentials and challenges faced by consumers while buying essentials online were asked from the respondents through online questionnaire. Convenient non-probability sampling method has been adopted in this study to acquire data from respondents in Tirunelveli city where most of the online consumers reside. A convenient sampling method is easy to implement and cost-effective and more common in the research that gets higher response rate. The researcher has targeted 200 respondents belong to different age-group, gender group, qualification, occupation and household monthly income with various experience in online shopping and 193 participated in the online survey. However, after sorting 153 useful and valid responses were used for further analysis. Accumulated data were analyzed through Microsoft Excel and SPSS. This study is helpful for the marketers to know the factors which influence the buying behaviour of youth towards the online shopping. The results of the study also help the company to understand the online shopping buying behaviour of youth towards the online services provided before, during and after the purchase of product/services.