A Study on Women’s Online Purchasing Behaviour in Erode

Abstract

With the advent of internet technology, a new evolution has emerged and turned the nature of purchasing behaviour of people significantly. The internet is a magic tool that aids online shopping. Previously, women had a setback in purchasing online, but the situation is now changing from offline shopping to online shopping. The present study was conducted among 200 female respondents in Erode with the aim of identifying the spending pattern and factors influencing respondents' online purchasing behaviour. The data were collected through a well-framed questionnaire with Google forms. The statistical tools namely chi-square analysis, weighted average score analysis and Garrett Ranking method were used for analyzing the data. The present study indicated that the profile variables namely age, residential area, occupation, monthly income, and marital status had significantly associated with the spending level of the respondents. 'Discounts and offers' was ranked as the primary preference factor towards online purchasing behavior. The study concluded that online retailers should give guarantees about the security of personal information of their customers so that they might continue online purchasing in the future.