Consumer Preferences in Indian E-Commerce: Implications for Advertisers

Abstract

Purpose: This study explores the online shopping behavior and preferences of Indian consumers, aiming to provide actionable insights for advertisers. It focuses on how demographic factors such as age, gender, and socio-economic status influence online shopping decisions and the implications for digital marketing strategies.

Design/Methodology/Approach: The research adopts a mixed-method approach, utilizing both surveys and interviews. Quantitative data is collected through structured questionnaires, while qualitative insights are gathered from semi-structured interviews. The study examines variables such as convenience, pricing, product quality, and trust in e-commerce platforms.

Findings: The results reveal that income and working conditions significantly impact online shopping preferences, while age shows minimal influence. Gender differences are observed in product preferences, but overall shopping habits are similar between men and women. Major barriers to online shopping include concerns about after-sales services and skepticism towards the reliability of online platforms.

Originality/Value: This research contributes to the limited literature on how Indian consumers’ online shopping preferences vary across different demographic groups. It offers valuable insights for advertisers aiming to refine their online marketing strategies, focusing on enhancing customer trust and satisfaction.

Paper Type: Empirical Research Paper