Indian Online Shopping Habits Decoded in New Study
A new study published in the ICTACT Journal on Management Studies has identified key determinants of online shopping behavior among Indian consumers. Conducted by Upasana Kanchan from Gautam Buddha University, the research surveyed 200 college students in Uttar Pradesh to understand the drivers behind purchasing decisions. The findings indicate that variables such as gender, education level, age, security concerns, technology familiarity, and prior shopping experiences significantly impact whether a consumer buys online. Additionally, product type, purchase frequency, and price points play crucial roles in decision-making processes. Commercially, the results suggest e-commerce platforms should tailor promotions based on demographics, targeting younger users with mobile-first campaigns while offering security assurances to older groups. Enhancing post-purchase services like streamlined returns and transparent refund policies is highlighted as a vital measure for building trust and encouraging repeat purchases. For investors, the research underscores the importance of service quality in driving growth, suggesting that investments in robust logistics and responsive customer support may yield higher conversion rates. While the sample size was limited to students in one region, the findings align with broader trends in India’s expanding e-commerce sector. The primary takeaway is that demographic factors and service reliability are central to consumer trust and purchasing behavior in India. This data allows retailers to optimize inventory and marketing spend by focusing on high-demand items and specific audience segments. However, the study's reliance on a student sample from a single state limits its immediate applicability to the wider national population. Future validation across diverse regions would strengthen the confidence in these strategic recommendations.
Anzeigenöffentlicht: June 11, 2026 at 01:27 AM
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Inhalt
A new study published in the ICTACT Journal on Management Studies has identified key determinants of online shopping behavior among Indian consumers. Conducted by Upasana Kanchan from Gautam Buddha University, the research surveyed 200 college students in Uttar Pradesh to understand the drivers behind purchasing decisions.
The findings indicate that variables such as gender, education level, age, security concerns, technology familiarity, and prior shopping experiences significantly impact whether a consumer buys online. Additionally, product type, purchase frequency, and price points play crucial roles in decision-making processes.
Commercially, the results suggest e-commerce platforms should tailor promotions based on demographics, targeting younger users with mobile-first campaigns while offering security assurances to older groups. Enhancing post-purchase services like streamlined returns and transparent refund policies is highlighted as a vital measure for building trust and encouraging repeat purchases.
For investors, the research underscores the importance of service quality in driving growth, suggesting that investments in robust logistics and responsive customer support may yield higher conversion rates. While the sample size was limited to students in one region, the findings align with broader trends in India’s expanding e-commerce sector.
Wichtige Erkenntnisse
The primary takeaway is that demographic factors and service reliability are central to consumer trust and purchasing behavior in India.
This data allows retailers to optimize inventory and marketing spend by focusing on high-demand items and specific audience segments.
However, the study's reliance on a student sample from a single state limits its immediate applicability to the wider national population.
Future validation across diverse regions would strengthen the confidence in these strategic recommendations.