Main Article Content
Abstract
The present study has been initiated with the objective to study the impact of socio-cultural factors on buying behaviour. The main objectives of the study are to study the perception with reference to awareness and satisfaction. This research also helps to assess the ability of shopping sites in order to attract and retain the customer, to analyze the buying behaviour and to explore the reasons why potential customers do not prefer online shopping. The research methodology was exploratory and descriptive. In the study the sample was based on purposive, judgement and convenience sampling. Research indicates that the buying behaviour towards online shopping is positive due to reasons like convenience, time saving, varied choice and availability, 24x7 availability, etc. The increasing awareness towards use of internet, satisfactory results in online shopping, rise in standard of living due to dual spousal income, occupation, influence of family, friends and attractive promotional offers etc. are going to effect the purchase decisions the most. In the cultural, the study found that male spouse is now no more the single authoritative person of the household and he has been joined by his wife to make purchase decision for the family. In this way the household setup has been now towards more democratic in nature than the authoritative/ hierarchical in past. The research is in favour that there is a socio-cultural environment in the purchase decision-making process. There is a gender role with the participation of women in decision making. The research also found in the developing country like India, people are still averse to online shopping due to the major reasons like no bargaining facility, online frauds, non-availability of try and buy facility, difficulty in returning the faulty products, lack of awareness level etc. Hence the present study directs the companies they should focus on these aspects in order to attract the customers towards electronic-shopping.