Consumer Behavior - Online Shopping in India

Arun Chhokar

Master's thesis

Abstract:

The purpose of the diploma thesis is to study consumer decision-making and preferences, discover peculiarities of consumer behavior in online shopping, identify factors, which affect decision-making during online shopping and define key managerial implication concerning the development of effective marketing strategy that could facilitate consumer engagement and provide a competitive advantage for the company. The study of consumer behavior starts with an analysis of theoretical background followed by qualitative research and survey data collection in order to arrive at important managerial implications concerning the development of effective marketing strategy of the company in online shopping. The Extensive literature review provides an understanding of the foundations of consumer choice, principles of the consumer decision-making process, reveal the impact of psychological, demographic, and other factors on consumer behavior. Results of the conducted survey allow to identify newly emerging trends in the market environment and determine criteria that modern customers operate in making their choice in online shopping. Obtained results of the research provide the basis for managerial implications concerning the development of an effective customer-oriented marketing strategy that enables the company to grow consumer engagement, create personalized value propositions, and reach customer satisfaction.

Keywords

consumer behavior, decision-making process, marketing strategy, consumer engagement, online shopping, marketing management, marketing research, online retailing, purchasing decision, customer retention

Language used: English

Date on which the thesis was submitted / produced: 30. 3. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration