( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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A STUDY ON CONSUMER’S ONLINE BUYING BEHAVIOUR WITH REFERENCE TO HOME APPLIANCES IN KERALA

    1 Author(s):  BINIL.V.RAJAN

Vol -  10, Issue- 8 ,         Page(s) : 17 - 28  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Internet revolution has brought about a paradigm shift in the shopping pattern of the consumers during the last decade. According to a survey report published by Internet World Status as on 31st December 2017, India ranks second in terms of number of internet users with more than 46 crore’s of internet users which is next to China. Consumers’ behaviour towards the purchase of home appliances has also changed to keep pace with time and the global wave. Home Appliances are the household products which are broadly classified into three types – Major appliances (White goods), Small Appliances and Consumer Electronics (Brown Goods). In today’s intensely competitive and dynamic environment with technological innovation in every area, knowing the consumers’ mind is the most significant factor for the success of any business. In this backdrop the researchers have made an attempt to study the behaviour of the online customers of home appliances in Kerala. The factors that affect the buying behaviour are identified and analysed. Further the innovative marketing strategies in this changing environment are prescribed for the practitioners to win the race.

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