An Empirical Study of Perception of Women Consumers Towards Internet Marketing in Lucknow Region

Chapter in: The Lighting of Empowerment: Gender Equality Development and Women Empowerment, Globus Press, Delhi, ISBN-978-93-82484-64-6, 2014 Pg No-46, Forthcoming

13 Pages Posted: 21 Apr 2017 Last revised: 26 Apr 2017

See all articles by Anis ur Rehman

Anis ur Rehman

University of Ha'il, Kingdom of Saudi Arabia

Dr. Yasir Elahi

Integral University

Date Written: December 7, 2014

Abstract

Women Consumers are playing an important role in online shopping. The increasing use of internet by the women consumers in India provides an emerging prospect for online retailers. If online retailers know the factors affecting women consumers’ buying behavior, then they can further develop their marketing strategies to convert potential customers into active ones.

In the present work an effort is made to study the potential of Internet Marketing in India. In this study various dimensions of online shopping as perceived by women consumers in India are identified and the different demographic factors are also studied. It was discovered that time factor, ease of purchase, reliability, status symbol, ease of comparing products, risk in monetary transactions, timely delivery, are the key factors which influence women consumers’ perceptions of online shopping. The study revealed that the perception of online shoppers is independent of their age and education but not independent of their occupation. Finally, the recommendations presented in this research may help foster growth of Indian online retailing in future.

Keywords: Communication, Internet Marketing, Online Shopping, e-commerce, ease of purchase

JEL Classification: M30, M31, M37

Suggested Citation

Rehman, Anis ur and Elahi, Dr. Yasir, An Empirical Study of Perception of Women Consumers Towards Internet Marketing in Lucknow Region (December 7, 2014). Chapter in: The Lighting of Empowerment: Gender Equality Development and Women Empowerment, Globus Press, Delhi, ISBN-978-93-82484-64-6, 2014 Pg No-46, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2955619

Anis ur Rehman (Contact Author)

University of Ha'il, Kingdom of Saudi Arabia ( email )

Hail, 00966
Saudi Arabia

Dr. Yasir Elahi

Integral University ( email )

Basha Dasauli
Kursi Road
Lucknow, Uttar Pradesh 226026
India

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