The e-commerce websites are known to have encouraged the proper and greater amount of the changes that are necessary in order to deal with the current life styles that are maintained by the people who have been residing all over the world. The majority of the clientele of the modern days tend to buy their needed materials from the various e-commerce websites instead of the brick and mortar stores that were majorly evident in the past days (Hande and Ghosh 2015). The buying behavior of the clients play an important role in the factors that are related to the development of the ecommerce websites that are active within the political territories of the concerned country. The review of the literature that exists on the buying behavior of the clientele of the various e-commerce stores has proven to be helpful in the future researches on the given topic. The discussion on the buying behavior of the concerned clientele helps in the development of an overview of the various products that are made available to the clientele of the organization (Vakeel et al. 2017). The literature review that is conducted by the concerned authors would help the management of the various upcoming e-commerce websites that have been attempting an entry into the Indian market of ecommerce. The issues that are evident within the Indian market are majorly highlighted within the literature review that is presented by then authors in the given article.
The following paper attempts a review of the article by Debnath Burman and Dr. Artee Aggrawal entitled Factors affecting buying behavior in E-commerce in India: A review of literature. The article was first published in the second issue of the second volume of the International Journal of Business Quantitative Economics and Applied Management Research. The article was published in the month of July in the year 2015. The authors of the article are known to be eminent teachers in the field of management studies at reputed universities in the country. The authors of the article have composed a literature review on the various factors that affect the buying behavior of the clients who buy things from the e-commerce websites that are active all over the world. The authors attempt a discussion on the buying behavior of the clientele on the basis of the various factors like the age, the economic background of the person concerned, the involvement of the media as well as the technological factors that tend to affect the buying decisions of the concerned clientele.
The article attempts to review the existent literature on the buying behavior of the Indian clientele from the various e-commerce websites that have currently been active within the online markets of India. The study by Burman and Aggrawal (2015) reveal the fact that the buying behavior of the people depend on a variety of factors. These factors majorly include the age of the client, the economic background and the involvement of the media as well as the technological factors affecting the buying decisions of the concerned clientele. The authors of the article tend to hold a discussion on the various factors that affect the buying behavior of the clients who have been residing in the Indian subcontinent. The authors of the article point out the fact that the buying behavior of the clientele within the Indian continent has faced a huge amount of changes in the recent years (Jadhav and Khanna 2016). Bhuvaneswari and Krishnan (2015) states that the majority of the clients who tend to be involved in the online shopping from the several e-commerce websites tend to have a low annual income and tend to be involved in the buying of products from the ecommerce sites due to the change in the schemes that are put forth by the governmental bodies that are present within the country of India.
The article in discussion majorly discusses the issues that are highlighted among the clientele of the company who belong to the category of the urban clients as well as who possess an increased consciousness on the brand image but remain underserved by the concerned companies. The study that was conducted by the authors of the article, Burman and Aggrawal attempts a discussion on the understanding of the customer perspective that is used to deal with the issues that affect the buying behavior of the clients and the role played by the branding in the marketing of the products that are marketed by the concerned e-commerce websites (Burman and Aggrawal 2015).
The article in discussion attempts to implement the qualitative analysis in order to conduct a literature review on the buying behavior as is demonstrated within the literature that are existent on the given market. The concerned article is majorly based on the data that is collected from the various websites that are maintained by the governmental bodies active within the concerned organization (Burman and Aggrawal 2015). The article in discussion further collects the required data from the existent research papers on the given subject. The authors of the article had conducted an extraction of the various themes that are present within the literature and the researches that were consulted for the composition of the concerned article in discussion.
Burman and Aggrawal (2015) in their article attempts to discuss the role played by the psychological factors that are influential in the matters that are related to the buying behavior of the concerned clientele. The urban clientele of the organization as has been pointed out by Deka (2017) tend to implement various psychological factors that might influence the buying behavior of the concerned clientele of company. The majority of the clients who tend to be involved in the online shopping from the several e-commerce websites tend to have a low annual income and tend to be involved in the buying of products from the ecommerce sites due to the change in the schemes that are put forth by the governmental bodies that are present within the country of India (SivaKumar and Gunasekaran 2017). The authors of the article tend to state the fact that the concerned buyers tend to deal with the previous experiences that have been shared by the other people who have consumed the same product. The images of the product tend to have a huge impact on the buying decisions of the concerned clients (Selvakumar and Raghavan 2017). The clients of the e-commerce units rely majorly on the pictures of the products that are shared by the seller as well as the other clients who have purchased the product or have purchased similar products (Kumar and Gupta 2017). The authors further state that the other factor that influence buying behavior of the clientele is the packaging of the products that are being marketed by the concerned seller of the product. The majority of the clients who belong to the low-income bracket tend to prefer the products with the premium packaging (Yadav, Sharma and Tarhini 2016). The article reveals that this is due to the reusability of the packaging of the product in discussion. The discussions as were put forth by Burman and Aggrawal in their article help in revealing the ways in which the buying behavior of the clients of the various ecommerce units that are active within the territories of the Indian subcontinent.
Conclusion
Thus, from the above discussion it might be pointed out that the review of the literature has indeed pointed out the various factors that are essential for helping the further studies on the buying behavior of the clients of the ecommerce units. The authors of the article tend to state the fact that the concerned buyers tend to deal with the previous experiences that have been shared by the other people who have consumed the same product. The images of the product tend to have a huge impact on the buying decisions of the concerned clients. The packaging of the products that are being marketed by the concerned seller of the product also play a huge role in the determination of the buying behavior of the clients who have been involved with the ecommerce websites.
References
Bhuvaneswari, V. and Krishnan, J., 2015. A Review of Literature on Impulse Buying Behavior of Consumer in Brick to Mortar and Click Only Stores. International Journal of Management Research and Social Science, 2(3), pp.84-90.
Burman, D. and Aggrawal, A., 2015. Factors affecting buying behavior in E-commerce in India: A review of literature. International Journal of Business Quantitative Economics and Applied Management Research, 2(2).
Deka, P.K., 2017. A conceptual model for determining factors influencing online purchasing behavior. Journal of Management in Practice, 2(1).
Hande, P.V. and Ghosh, D., 2015. A comparative study on factors shaping buying behaviour on B2B and B2C E-commerce platforms in India. EXCEL International Journal of Multidisciplinary Management Studies, 5(3), pp.1-10.
Jadhav, V. and Khanna, M., 2016. Factors influencing online buying behavior of college students: A qualitative analysis. The Qualitative Report, 21(1), pp.1-15.
Kumar, N. and Gupta, U., 2017. Factors Influencing Online Purchase Behaviour of Customers in Tier III Cities of India-A Factor Analysis Approach. International Journal of Marketing & Business Communication, 6(1).
Selvakumar, J.J. and Raghavan, N.R., 2017. Influence of Lifestyle and Attitude on Online Shopping. Asia Pacific Journal of Research, 1(55), pp.24-30.
Ahmed, Z., Su, L., Rafique, K., Khan, S.Z. and Jamil, S., 2017. A study on the factors affecting consumer buying behavior towards online shopping in Pakistan. Journal of Asian Business Strategy, 7(2), p.44.
SivaKumar, A. and Gunasekaran, A., 2017. An empirical study on the factors affecting online shopping behavior of millennial consumers. Journal of Internet Commerce, 16(3), pp.219-230.
Vakeel, K.A., Das, S., Udo, G.J. and Bagchi, K., 2017. Do security and privacy policies in B2B and B2C e-commerce differ? A comparative study using content analysis. Behaviour & Information Technology, 36(4), pp.390-403.
Yadav, R., Sharma, S.K. and Tarhini, A., 2016. A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of enterprise information management, 29(2), pp.222-237.
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