Utilitarian Value Impact of E-Tail over Retail on Youth in India

Abstract

Consumers today have changed from static to dynamic as the change in environment,
demands and market volatility affects the perception about retailing. In the meantime
consumer buying process has changed from complex to simple which indirectly change
buying from traditional stores to e-commerce. This is a conscious upgradation of consumers’
status from physical market place to virtual market. Consumer willingness for online
purchases has changed because of over accessibility to e-commerce. But customers are not so
much inclined towards online purchases as lots of risk is associated with that. The research is
mostly focused on the behavior of college students towards internet purchases. The variables
considered for the study that influences the online purchases. A sample size of 300
comprising of graduate students, engineering students and other professional students has
taken in judgment sampling procedure. The dataset collected through questionnaire are
analyzed through various statistical tools. The outcome of the study revealed that more than
half of the respondents prefer to buy online in an average of Rs.7, 500 per month. Factor
analysis has conducted to verify the importance each variables in online purchase and by this
four factors generated which are reasonable, influences, accessible and serviceable
respectively which has considered by the youth during their online purchases and give greater
importance to utilitarian value.