The Emergence of Internet Shopping in India: Identification of Shopping Orientation-Defined Segments

Although Internet retailing in India is on the verge of rapid growth, relatively little is currently known about Indian consumers’ non-store shopping behavior in general and Indian Internet shopping in particular. This study explores Indian shopping orientations as they relate to Internet shopping by examining shopping orientation-defined segments. Focus group findings indicate that majority of Indian online shopping is travel related; and increasingly for jewelry, and small electronic goods. There is also considerable information gathering which is then used as a bargaining tool with traditional retail shopping. Currently, more detailed data on online shopping behaviors and orientations is being collected through an online survey.

Citation:

Mahesh Rajan, Ken Gehrt, and Shainesh G (2009) ,"The Emergence of Internet Shopping in India: Identification of Shopping Orientation-Defined Segments", 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: 366-367.