Factors Influencing Student's Decision Making towards Online Shopping

Internet penetration has grown significantly during the past several years. This revaluation had bought the young generation to explore the world. Even the digital marketing icons are mostly young people who have explored the world and made the use of internet technology as a shopping center which is convenient and user friendly. According to the report of India Today (2011) the no. of internet user in India is more than 100 million out of which around half opt for online purchase and the no. is growing each year. According to associated chambers of commerce and industries of India (ASSOCHAM) the size of online retail industry is expected to touch Rs. 7, 000 crore by 2015. The purpose of this research is to find out the various factors influencing the student decision making towards online shopping. For identifying the factors influencing student decision making process towards online shopping factor analysis will be used. For this purpose both under graduate and post graduate student are considered. This study will help marketers to analyze and shape their marketing strategy in effective manner. Even advertiser can use this study to shape their advertisement targeted towards the youth. For the purpose of this study we have identified electronic gadgets as product category.