Abstract: The internet has become a new platform for electronic transaction and consumers in India are increasingly using the internet for online shopping purposes. Online marketing has thus emerged to be the key to success for many companies and the online presence of organizations has become inevitable in nature. This paper identifies the key factors that influence the online purchase of products in Kolkata. A sample of 150 respondents was selected in Kolkata and a self-administered questionnaire was used to collect primary data. The data was recorded by using a number of open ended questions, close ended questions, and the Likert Scale. Basic statistical tools and Factor Analysis with the help of SPSS version 20.0 have been used in this study for analysing and interpreting the data. The findings of the study showed that the cost factor, convenience factor, product factor and seller related factor are the four important factors influencing the online purchase of products in Kolkata.
Keywords: Electronic transaction, online marketing, online shopping
Title: Online Shopping: A Study of the Factors Influencing Online Purchase of Products in Kolkata
Author: Rahul Argha Sen
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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