Vol. 4, Issue 6 (2017)
Consumer perception regarding e-tailing: An empirical study in comparison to tradition retailing
Author(s): Urooj Ahmad Siddiqui, Dr. MS Khan
Abstract: The study explores the perception of consumers regarding e-retailing and determines its advantages over traditional retailing as perceived by the customers. The study is based on empirical data collected through a survey designed for the purpose. The survey was administered conveniently through a structured questionnaire. To analyse the advantages of e-retailing over traditional retailing an exploratory factor analysis was performed to extract the latent factors if any. It was found that the advantages of e-retailing can be summarized to three latent factors as perceived by the customers involved in online retailing. The study also explores the effect of demography on these consumer perceptions. The effect of demography was assessed through Multiple Linear Regression by converting the demographic characteristics into demo variables and it was found that the perception of consumers is not dependent on their demographic characteristics. These findings have implications for the marketing personnel involved in online retailing.