EMPIRICAL STUDY ON VIRTUAL BUYING BEHAVIOUR OF LADY OF THE HOUSE IN SOURTHERN-EASTERN OUTSKIRTS OF CHENNAI AND IMPACT OF SOCIAL MEDIA PLATFORMS

Abstract

The way of buying and selling of consumers is changed due to advancement in technology and heavy usage of internet. Analysing the behaviour and preferences of consumer is a challenging and conglomerate for the marketers, as it is influenced by change in marketing condition, economical condition and technological innovation and social group influence. Virtual mode of buying replaced the traditional way buying, as the consumer find it convenient and economical, anytime by sitting at home without personally visiting the retail store. Identification of distinct profitable customer segment is essential for the marketers and manufacturers and it is also important for them to understand their modes of buying in each segment in-order to formulate different strategies for targeting them and to increase their profitability and market share. Marketers need to know understand why consumers prefer to buy online, what kind of products they prefer to buy online, demographic details of the consumers, what prevents them from buying online, what other factors affect their online buying behaviour, does social media have any influence on their buying behaviour and reason why many consumers prefer to purchase offline.  Although very few studies have currently been done on Indian consumer-buying behaviour, and especially on the role of gender, income and reference group influence on buyer behaviour but most of the study states influence of western culture on consumer preference.

This paper aims to identify the factors that affect the online buying behaviour of women particularly lady of the house in Southern- Eastern outskirts of Chennai, who are educated, working and they are significant prospect for traditional retailers. An empirical study through online survey was conducted on 112 homemakers in Chennai across the age group of 25-45 yrs. The quantitative and qualitative research aimed to analyse the buying attitudes of homemakers, influence of social media on their buying behaviour and other factors that affect their purchase decision online. It also attempts to explore the brick and mortar buying behaviour vs. online buying behaviour of the target audience. The study has its limitations as the sample size is too small to provide definitive information for marketing strategies to be developed, however it provides cues on which marketers can go into further depth to commission large scale research, given the opportunity that obviously exists.

 Key words: Buyer behaviour, social media, internet buying, E-commerce, Internet shopping.