Impulsive Online Buying: A Study on Indian Consumers

This research report delves into the phenomenon of impulsive online buying behavior among Indian consumers. It explores the factors influencing online purchase intentions, examining the role of trust, security, and marketing strategies. The study utilizes qualitative research methodologies, including case studies and phenomenological analysis, to gain insights into the motivations and perceptions of Indian consumers. The findings provide valuable information for businesses seeking to understand and capitalize on the growing online market in India.

Management research methods
Impulsive online buying: the study on Indian consumers
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Table of Contents
Introduction......................................................................................................................................3
Literature Review............................................................................................................................4
Analysis section...............................................................................................................................8
Research Methodologies................................................................................................................11
Conclusion.....................................................................................................................................16
References......................................................................................................................................18
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Introduction
It is highly important for a business organisation to understand customer’s online intention for
increasing their sales and revenue. Most of the customers prefer to purchase goods and services
directly through the seller by using internet medium. Some customers do not prefer online
shopping as they have fear to make payment by credit cards. An organisation which has its own
website where customers can see a wide range of products and services on its page.
The aim of this report is to understand customer’s online intention through which business
organisation can make changes in its services and sources in relation to the Indian consumer.
This research is conducted by the management of the organisation to gather appropriate
information and data to understand customer’s intention.
In this report, the literature review will cover all the critical aspects of different topics of the
research study and gather proper data to understand customer’s online intention. Literature
review gives highlights on the description of customer’s online intention and to understand mine
of people towards the online shopping. A business organisation can achieve high sales as well as
revenue by understanding customer’s online intention through research.
The major highlights of the literature review involve a description of E-commerce, business
models of E-commerce, how trust and faith will be enhanced in the minds of the customers,
concerns, and barriers in E-commerce that hinders the growth and development of the E-
commerce industry.
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Literature Review
Impulsive online buying
According to Wildemuth (2016) by using high technology and innovation business organisation
can easily fulfil great online services to customers. The organisation makes research to analysis
customer’s intention towards online shopping for achieving better results and growth. Research
assists to understand customer’s perception and attitude through which company makes changes
in its existing products and services. Nowadays most of the people prefer to do online shopping
to save their time and cost. In India, there are so many companies which adopt online services to
sell their goods and services in the large marketplace. People prefer to shop online to save their
cost and time. The company adopts e-commerce for providing best services to their customers.
The Internet is a most popular element in today’s competitive business environment which is
followed by every company. E-commerce is innovation form of trade through which business
organisation achieves high success and growth in the tough competitive marketplace (Statista,
2014).
Figure: Online retailer sale
(Source: statista, 2014)
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Online Purchase Intention
In today’s time, most of the customers in India prefer to purchase online product and services
while some do not. There are different behaviour and perception of the customer towards the
online purchase which must be identified by the organisation to achieve better result and
outcomes. E-commerce organisation offered products and services online to its domestic and
foreign customers. Online purchase intention is defined the different behaviour of customers in
the context of e-commerce. With the help of high technology and innovation business
organisation can easily build customer’s trust towards the online purchase. It is highly important
for the business organisation to transfer its business environment by taking help of technology
and advanced methods (Turner, 2016).
(Figure: Factors that influence customer’s online intention)
(Source: Hemminger, 2015)
By changing environment thinking of customers also changed towards the online purchase which
improves the profitability and productivity of the organisation. In today’s lives customer prefer
to do purchase products and services online by using the internet. It will improve their daily lives
of customers and save their time. There are so many customers who scared to make payment
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online due to which they do not prefer purchase online. Online transaction is riskier which
influence the mind of people towards the online purchase.
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Basic requirements which increase customer trust
Authentication
Nonrepudiation
Confidentiality
Privacy
protection
Data integrity

By making an attractive website every organisation can easily attract a large number of
customers towards the products and services. It is essential for a business organisation to
enhance the customer relationship, value chain, smooth transaction, attractive revenue, cutting
cost and much more for improving the online purchase intention of the customers (Hemminger,
2015). To build customer trust towards the online purchase it is highly important for the business
organisation to provide appropriate information to customers about the commerce sites. There is
so many e-commerce organisation available in the marketplace through which people easily
purchase products and services online by adopting option cash on delivery. It reduces their fear
towards the online purchase which influences their mind positively. Shop clues, Flipkart etc are
some sites through which customers purchase so many products and services. Thus, it is essential
for every organisation to improve online services and facilities to gain customers trust. By using
various software and advance methods company can reduce issues which are arises during the
online transaction to enhance privacy concern. There are so many issues have been faced by the
customers regarding the privacy which affects their mind negatively (Taylor, et. al., 2015).
Mind Map
7
Select study
theme
find out
issue
develop
mind map
Plan desiging
Introduction
Decsription

A business organisation can encourage and motivate customers to prefer online purchase by
improving security and privacy. It will increase the interest of customers towards online purchase
and sale which will also improve the image of the company as well as reputation. It is essential
for the company to enhance awareness among customers related to the online purchase because
they do not prefer online purchase due to lack of awareness, skills, and knowledge.
Analysis section
Research questions
To collect appropriate information and data about a selected topic, relevant literature has been
collected from multiple sources. In a literature review, appropriate and relevant information has
been using to develop a conclusion and finding related to the topic, customer’s online retention.
There are various questions have been developed by the researcher on the basis of above
literature review. It is essential for management to analysis answer to all question for
understanding customers behaviour and perception towards the online shopping.
Question 1- what are the perception of customers towards online shopping?
Question 2- what models have been used by the business organisation to improve online
services?
Question 3- what are the key elements that influence the mind of customers towards the online
trading?
Question 4- What are elements that affect success and development of a business organisation
which offer online services?
Research theories
There are so many theories and models have been used by the management to design effective
interpretation for a particular situation. It is necessary for the researcher to select suitable theory
according to nature of the issue. In the literature review, the researcher uses both behavioural as
well as social theories for collecting appropriate and proper information related to the particular
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topic. To analysis customer online intention social and behavioural theories assist in the study of
the selected topic (Sokolowski, 2017). In the literature review, the social cognitive theory has
been applied by the researcher that helps in understanding the perception and behaviour of
people towards the selected topic. The literature review of this research shows that there are so
many factors that influence the mind of people and also affect their behaviour about something.
Behaviour and perception of people affected by so many factor and element which must be
identified by the management of the organisation to reduce the chance of risk. To analysis, those
factors and issues management have to conduct research that provides appropriate knowledge
and information about the behaviour of people. The researcher has to conduct research in a
proper way for identifying both internal as well as external factors that influence the mind of
people. With the help of behaviour, theory researcher can easily understand the behaviour of
different people towards the selected topic (Panula, 2017).
Various information and understanding have been covered in the literature review related to the
selected topic which assists to draw final finding and conclusion. It is suitable research method
which has been used by the researcher in this research study to collect appropriate data and
information into theoretical and qualitative terms. Researcher uses secondary sources such as
books, journals, internet and article in the literature review. All the collected data and
information has been presented by researchers in the proper way to develop conclusion and
finding of the selected topic of the research.
Alternative methods of research
Alternative research
method
Sources Relevancy
Quantitative method
This is an effective tool for
research which provides data
and information in numerical
form related to the research
study. The researcher can
easily identify issues by using
Primary sources:
Questionnaire, interview,
focus group, observation
This research method is most
appropriate and relevant
method for the management
of the organisation because it
provides practical and
relevant latest information
regarding the selected study
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the quantitative method. Data
is presented in the graph,
table, and charts (Moftah, et.
al., 2012).
of the research. It is more
effective and realistic as
compared to the secondary
method.
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Research Methodologies
In this research, the qualitative method has been used by the researcher for collecting appropriate
information related to the topic that is presented in the above literature review. Quality data and
information has been provided by the literature review about the selected topic. Various issues
and problems find out through qualitative research methodology. Perception, values, beliefs,
attitude, and choices ply very effective and efficient role in the research study. Appropriate
research assists in finding those issues which are not known earlier. This will assist management
to reach conclusion and finding for achieving better outcomes effectively. Management develops
various outcomes beyond the research study.
For developing literature review qualitative research method has been used by the researcher
with multiple sources. It is a most effective tool for research that assists in determining the set of
procedures and standards for answering all the research questions (Merriam and Tisdell, 2015).
Case studies Jiradilok, T., Malisuwan, S., Madan, N and Sivaraks, J., 2014. The Impact of
Customer Satisfaction on Online Purchasing. Journal of Economics, Business and Management,
Vol. 2, No. 1, PP. 1-7.
According to Marshall and Rossman (2014) Case study research method is an effective tool
which helps in collecting appropriate information and data related to the study of research. With
the help of this methods management can easily interpret and analysis the particular condition in
scientific disciplines. In the qualitative method, researcher use case study tool which assists in
identifying research issue and problem in most appropriate manner. This method is used for
investigating issues from the real-life situation. Researcher uses case study method for the testing
various theoretical models by using several theories and models and connect them practically
with a real-life situation. The case study provides in-depth information and details are related to
the topic of the research in order to develop a conclusion. Researcher gets appropriate
information and knowledge that assist them in developing finding and conclusion for the
research topic. This method is an effective tool for research which assists in finding an
appropriate decision that models and scientific theories are effective or not for the research (Getz
and Page, 2016).
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There are so many benefits of this method as it gives high focus ion interesting and particular
case related to the research study and eliminates that information which is not accurate and
relevant. In the literature review various opinions, review, case study and systematic opinions
related to the subject of research. There are no set of procedures and rules as compare to other
research methodology that makes it better. In the interpretation and strategies, this method has
been used by the management of the organisation to develop suitable plans and finding. In this
research case study is most appropriate and suitable tool which assist in making strategies and
plans for achieving a better result. Apart from this, management can easily analysis both external
as well as internal environment.
A case study is a most effective tool for research that helps in making a great presentation of
literature review and identifies various research issues as well as problems related to the study.
This method is more convenient and flexible method which is used by the researcher for
developing appropriate finding. With the help of literature, review researcher can easily identify
the comprehensive understanding of the problem related to the study and the evaluation has been
done by the researcher to achieve effective outcomes (Gupta and Dubey, 2016).
The actual outcomes, as well as findings, can be affected by this method because of several gaps
and criticism which is biggest disadvantages of the case study. Many times researcher is unable
to collect appropriate information and details about the real issues. Some people are not able to
understand the case study in a proper way because it provides complex outcomes.
Phenomenological study Shanthi, D., and Kannaiah, D., 2015. Consumers’ Perception on
Online Shopping. Journal of Marketing and Consumer Research, Vol.13,
The phenomenological study is qualitative research method which is used by the researcher in
the literature review that assists in the investigation of study. With the help of this method
perception, choices, thoughts, needs, and demand of customers have been identifying by the
management. The study of research is done on the basis of people’s experience. Researcher
develops so many ideas and plans in the literature review for the research study to develop great
finding as well as a conclusion. Phenomenological study method is based on authors,
philosophers and people’s lives and experience. There has been various experiences and review
presented by the different individual, philosophers, and authors in the literature review of the
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research study. This review is totally based on the epistemology, logic, ontology, and ethics
(Hancock and Algozzine, 2016).
In this type of research methodology, various thoughts and views have been interpreting by the
researcher to complete research in a proper manner. The researcher has present and record
perceptions and views of the people on the basis of their experience. The phenomenological
study is the type of qualitative research methodology which is completely different from
traditional methods. The main focus has been given to behaviour and perceptions of people
towards the selected topic of the research.
The main objective of this research method is to describe and elaborate to achieve better
outcomes. Phenomenological research is an effective tool which is used by the researcher to take
the right decision for enhancing the performance of the organisation. This method does not
explain topic from starting stage to ending stage as other qualitative approaches. With the help of
Phenomenological research, method management can make an effective opinion and generate
assumption related to the research study (Hidayanto, et. al., 2014). In this method, the
conclusion has been developing by the researcher on the basis of experience. This method
comes under a qualitative method which assists in analysing various major factors and elements
to explain the problem which arises in conducting research. The researcher can analysis deep
problem related with the study to achieve a better result in the certain time period. By using
Phenomenological research management can understand clear view and deep problem in the
research study. The researcher can look at the big pictures as well as trends of the problem that
assist in making assumptions for completing research in a proper way.
There are multiple sources has been used by the researcher for collecting appropriate information
and data by giving attention to the opinion and perceptions of people. In this research literature
review has covered a systematic and overall review of the phenomenon of perspectives and
opinion with the applicability of the research method. There are so many research approaches
and methods have been used by the researcher for gathering important information and data
related to the research study. To develop finding and conclusion researcher take assist of a
literature review that provides better outcomes effectively (Pandey, 2016). The
phenomenological study is suitable research method that has been used by the management of
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the organisation to draw appropriate finding and conclusion. Researcher present collected data in
literature review with the help of Phenomenological study research method.
There are so many gaps and the problem has been found out by the researcher while
implementing this research method in the study of the topic. This will assist in developing
finding and conclusion for the study of research. With the help of this research, approach
researcher can easily eliminate unwanted information, statistical data that are not related to the
selected topic. Researcher spends huge time and costs in the qualitative method for collecting
important data and information that present proper outcomes and finding. Sometimes researcher
gets irrelevant data which have no relevance to the research topic. To attain better outcomes and
result it is highly important for the researcher to spend lots of amount and time for gathering
important information related to the study (Marshall and Rossman, 2014). There is no surety for
relevancy and accuracy of the collected data which affect conclusion and finding. For completing
research in a proper way it is highly essential for the management to use various research
methods to identifying views, choices, and perceptions of the people towards the selected topic.
In this research qualitative research method has been used by the researcher which assists in
taking a final decision and developing conclusion related to the study. To achieve better
outcomes and result in management conduct research by using multiple sources that appropriate
information about the selected topic of the research through which researcher can draw suitable
finding and conclusion. Researcher uses the qualitative method in this research study for drawing
proper finding and conclusion to attain better outcomes. For making a final decision it is
essential for management to conduct research that assists in identifying perception and choices of
participants towards the particular topic (Darrat, et. al., 2016). Many times researcher gets a
negative response from the participants as they are not ready to give an answer to the questions.
In this method, the researcher uses Phenomenological study which provides in-depth details and
information related to the topic.
With the help of qualitative methodology management of organisation can collect appropriate
and required information about the specific topic so that researcher can implement them after
analysis. It is highly important for the researcher to conduct research in the proper way by using
multiple sources. Management can take the appropriate design and develop strong strategies for
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analysing the perception and demand of customers. Research provides in-depth information to
the management which reduces the chance of loss and risk and assists to achieve a better result in
the certain time period (Marshall and Rossman, 2014).
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Conclusion
The entire project report concludes on the aspects related to the retention of online consumers so
that a value judgment can be made. Apart various decision of strategic importance has been
discussed into the retention customer in the online transactions so as the researcher can make an
appropriate decision with regards to the further operations. In addition, the project report has
discussed various theories and methods that can make the conduct of the research a useful aspect.
Further the project report has focused on the analysis of the comprehensive and systematic
approach with the appropriate example as such the researcher can get maximum valuable points
and as such areas of key concern can be covered. Further, the report concludes views of various
writers in the relation of the retention of the customers through online medium to have a better
understanding and knowledge that can help the researcher in getting valuable points so that an
effective decision can be made by the researcher. Apart, the reviews have been critically
analysed in the report such that the researcher can make use of the valuable points so that the
process of research can be conducted in effective and efficient manner. Further, the project report
has described the research methodologies and approaches that have provided the researcher with
the qualitative and quantitative information that further support in identification of various
problems that can disturb the conduct of the research. The project report further elaborates on
various assumptions that are observed by the researcher in relation to the retention of the
customer of an online source that can support the conduct of the research and ensure a valuable
outcome. For the purpose, every online retailer must ensure that the researcher must have a
proper knowledge and understanding of the topic. Also, every online retailer should ensure that
the proper training and skills must be provided to the researcher so that the researcher is able to
make appropriate selection in relation to the approaches, philosophies, design and also the
methods in which the data is to be collected. The researcher is also required to understand the
positive and negative aspects that are related to the methods of the collection of data that is
quantitative and qualitative so that the researchers can valuable information for the conduct of
the research. In addition, the researcher is required to focus on the effective preparation of the
questionnaire so that the views and opinion of the survey can be conducted. Further, every online
retailer must make sure that the researcher is given appropriate time to the conduct of research so
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that a valuable and effective judgment can be obtained. This will further support every online
retailer in gaining a valuable outcome thereby enabling the authorities of the company to make
proper and suitable changes in their operations and functions in accordance with the changing
and diverse needs of the customer in relation to the online purchase. The conduct of research
process ensures that the concerned company can capture a greater share of the market and have a
strong market position.
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