A study on factors affecting e-shopping behaviour of consumers in gwaliorcity

E-shopping or online shopping is a trend that is increasingly catching up among the consumers in India. The increasing trend is fuelled by rise in disposable income of the middle-class, as well as by deep penetration of mobile devices. The e-shopping phenomenon is also challenging the common and established beliefs that customers have to touch and feel the product before they buy it. Though, this rising trend is more commonly visible in advanced and metro cities of country, the tier II and III cities are also putting up a great show, as on an average almost 50 – 55% of e-Commerce business is coming from the tier II and tier III cities. With increasing exposure by television, social media and rising internet penetration and migrant population, the consumers of tier II and tier III cities are increasingly following the lifestyles of their counterparts in metros and tier I cities. This research work attempts to study and analyse the factors that influence the e- shopping behaviour of consumers in the city of Gwalior in Madhya Pradesh.