A STUDY FOCUSING ON ONLINE PURCHASE BEHAVIOUR FROM AMAZON, AMONG THE PEOPLE OF KOLKATA

Abstract

E-commerce (electronic commerce) is “the activity of electronically buying or selling of products on online services or over the Internet.” The decision made by a consumer to purchase from an online store or website is known as online buying. The objectives of this study are to determine the frequency of purchase from Amazon based on different age groups. To determine factors that influence buying behavior from Amazon and identify the Top 3 product categories purchased by the respondents from Amazon. The research methodology included a cross-sectional research design and data was collected from a sample of 175 respondents belonging to various demographic profiles with the help of a structured questionnaire. ANOVA technique was used to test the hypotheses and come up with the findings. The findings of the study show that the top 3 products preferred and purchased from Amazon were Electronic Gadgets, Home Appliances, and Fashion Items.