Analysis Of Millennials Buying Behaviour Towards Online Shopping Of Electronic Products In Chennai

Abstract

In this era, technology plays a vital role in everyone's life. E-commerce has been revolutionized, so does marketing, retailing and shopping activities of the provided products and services. Most millennials opt e-commerce because of its 24/7 availability, ease of access and availability of wide variety of products and services. Day-to-day the users who purchase goods online increases. It is vital that the marketers should know the factors which influence the customers towards online shopping. This research investigates customer perception of online shopping of electronic products and also access the satisfaction and behaviour of customers towards the online shopping with respect to electronic products in Chennai. Analysis of the responses demonstrated that the large group of customers were highly influenced by convenience and quality of the products offered online. The research results indicate that ease of use, availability and quality does have an impact on online shopping of electronic products. It is recommended that the industries to provide quality products for the satisfaction of the consumer.