An Empirical Study to Find the Road-map for Understanding Online Buying Practices of Indian Youths

Subhajit Bhattachary and Vijeta Anand
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Subhajit Bhattachary: Department of Marketing Management, Xavier Institute of Social Service, Ranchi, India
Vijeta Anand: Jharkhand Rai University, Ranchi, India

International Journal of Online Marketing (IJOM), 2017, vol. 7, issue 1, 1-15

Abstract: The growing importance & popularity of online buying is very much substantial and quite evident in India these days. In this present study, there is a truthful attempt to identify the component which are having connections with online retail brand association and studding the process to construct brand association with the effects of the different influencers pertaining to online buying. The present study also focuses in explaining how that brand association converts into buying intentions of Indian youth customer. The research is based on empirical data. The outcomes of this current research will be helpful for the online marketers, online store developers, online store promotion managers and consultants to take a deeper look into what best can be done with the online retail brands to generate a high level of connectivity with the Indian youth market.

Date: 2017
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