Customer attitude towards online shopping in Punjab

Abstract

The online shopping in India is undergoing rapid changes due to heightened competition and the initiation of modern technology. Today, customers have become more aware than what they were in past and as a result, are continuously looking for better quality services from online sellers. The present study helps in identification of the factors that are responsible for positive as well as negative attitude of the customers towards online retailers. Moreover, the study also enables the assessment of the influencing power of these factors. This, in turn would help in the enhancement of the relationship between the online retailers and their customers, and thus aid the decision makers of these shopping sites to identify the major factors that influence the attitude of their customers.