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

Running head: ARTICLE REVIEW
ARTICLE REVIEW
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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