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In India the e commerce market is expected to grow to 70% that is roughly six billion by the end of 2015. And still there is high ambiguity about the quality of products purchased on line and also the payment options. But at the same time online shopping is supported due to the following reasons, rising fuel costs, spread of internet, startups retail only online, small town customer’s etc. S. Muthukumar, N. Muthu (2015)
According to A. Shah, et.al (2015) it is projected that by 2018 at least 400-550 million internet users where urban rural balancing would happen. And as compared to 60% below 25 years now it is projected as 54% above 25 years with both the genders playing equal role. More than 35% of Urban Indians use internet at least once daily and around 91% access it through their laptops. On an average people log in to internet for 204 minutes on a daily basis. T. Abhichandani, et al, (2013). CBRE (2015) found that 26% of Indians shop online at least once a month, they also found that Indians spend around USD 50-100 in online shopping per month. J. Siwach, A. Kumar (2015) says that The Digital India movement is capable of increasing the number of broad band users in rural India so that the viability of e commerce also increases along with all the other facilities and their reach. But they also envision the challenges faced by this growth like data protection, cyber laws etc.
Building upon the previous report of A. Singhi et.al (2012) which divided the Indian Consumer into “affluents, aspirers, next billion & strugglers based upon household income A. Shah, et. al (2015) have segmented the internet user into seven distinct segments based upon their lifestyle, usage pattern, usage intensity, etc.
The seven segments are:
- 1.
Active aspirers (15-25 years)
- 2.
Novel networkers (23-34 years)
- 3.
Data discoverers (23-55 years)
- 4.
Late learners (>55 years)
- 5.
Entertainment Enthusiasts
- 6.
Social Shopper
- 7.
Professional Pros (23-55 years)