A Study on the Online Buying Behaviour of the Generation Y in india

Online shopping is one of the fastest growing tools of e-commerce in this age of digitization. It has facilitated one click purchases that are convenient, fast and also provide customers with a wide range of products and varied purchase choices through a web of sellers. During online shopping, each customer looks for convenience, price benefits etc. The changes in the pattern of life of the people have led a someway to the expansion of online shopping. The study was an attempt to study the buying behaviour of the students of Banaras Hindu University, Varanasi. It also aims at finding the various factors that influence the students towards online shopping. The data for the study was collected from 120 respondents through a structured questionnaire from a randomly selected group of respondents. The study revealed that all the respondents were highly aware of the online shopping platforms and majority of the respondents preferred shopping online. It was also found that convenience, time saving, best deals in price, greater products variety were the major reasons which influenced the students to resort to online shopping.