Factors Affecting Buying Behavior in E-commerce in India: A Review of Literature

This article reviews the factors affecting buying behavior in e-commerce in India. It discusses the influence of age, economic background, media involvement, and technological factors on buying decisions. The study highlights the changes in buying behavior and the role of branding in the Indian market. The article uses qualitative analysis and data from various sources to present its findings.

Running head: ARTICLE REVIEW
ARTICLE REVIEW
Name of the Student
Name of the University
Author Note

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Introduction
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

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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.
Body
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

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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).
Methods
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.
Findings
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

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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

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the determination of the buying behavior of the clients who have been involved with the
ecommerce websites.

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References
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