Emerging Profile of Online Shoppers in India: an Empirical Investigation and Implications

Online shopping is quite common these days in the developed world. Through smartly growing, online shopping is yet to become as strong and diversified as in the West. There are only few researches are reported that have focused on the Indian market. Towards the goal of better understanding, this study attempts to answer questions pertaining to the Indian online retail market particularly as it relates to the apparel market. The results of various empirical tests reveal great potential in converting the Indian street consumers into online buyers. This study should facilitate the upcoming retail brands in their market research before launching their online portals.


Mohan Agrawal, Vidushi Sandhir, and Gaurav Gupta (2009) ,"Emerging Profile of Online Shoppers in India: an Empirical Investigation and Implications", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 6-15.


Mohan Agrawal, Jaypee Business School India
Vidushi Sandhir, Jaypee Institute of Information Technology, India
Gaurav Gupta, Delhi College Of Engineering, India


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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