IMPACT OF PSYCHO-GRAPHICS ON E COMMERCE - AN EMPIRICAL STUDY ON INDIAN CONSUMER

Abstract

Internet has created a revolution globally and is becoming inevitable to corporate and society in general. Across the world, governments and corporate are increasingly working towards the better utilization of the internet for transparency in business and better governance along with better commerce. Like all the communication methods Internet which was initially perceived as a communication media is now metamorphosing into a powerful tool of commerce across the world. The late 20 and early 21st century witnessed the of the dot.com bubble forming and bursting. The internet motivated many brick & mortar companies to use the Internet to sell products and services online and found negative outcomes as the companies failed to understand the internet buying behavior and could not figure out the categories of services the Internet users intend to buy. In offline marketing, Psychographics plays a vital role in understanding buying behavior of consumers belong to different segments which would enable companies to develop products and services according to their specific requirements. Internet is a medium which does not offer this luxury to companies to know the profile of Internet users as it is an indirect medium. The companies would do well if they could find the Psychographic profile of Internet users which would help them devise strategies accordingly. Hence, a research has been conducted an extensively on primary and secondary data research in the state of Uttarakhand , India in order to identify the willingness of young internet users who are the largest internet user group among all age groups to buy different services over Internet. The paper aims at providing a specific focus to identify the impact of Psychographic in influencing Young Indian Internet users in consuming different services online. The outcomes would help the corporate world to understand the importance of psychographics on online purchase which could be adopted and deployed for better use for global commerce.