An Empirical Study On Customer Buying Preferences A Cross E-Commerce Companies

doi:N/A

Advances in Consumer Research

Issue 2 : 1146-1152

Original Article

An Empirical Study On Customer Buying Preferences A Cross E-Commerce Companies

Prakhar Srivastava

Girish Chhimwal

Maharishi School of Business Management, Maharishi University of Information Technology, Lucknow

Abstract

Currently, the Indian retail industry is very dynamic, digitalized, and competitive. As a result, this antecedent prompts researchers to do an investigation or examination on variables such as E-WOM, and customer happiness. The main aim of this study is to examine the customer buying preferences across multiple e-commerce sites. The study's population consisted of Indian e-retail shop consumers. This study's population included those who made purchases from online retail establishments in any category or form. The results showed that local retailers and Amazon were the most popular options. Meesho was the least popular option for all preferences 1 through 7. Whereas, it was null for option Meesho for preference 6 since no one chose it for purchasing food products..

Keywords

Customer buying behavior

Preference

E-commerce

E-WOM

E-service Quality

Online retail sites etc.

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