“An AnAlysis on impAct of online shopping on Youth Consumers Particularly for Lifestyle products in metro cities of mAdhyA prAdesh”
Journal Title: International Journal of Management, IT and Engineering - Year 2017, Vol 7, Issue 6
Abstract
The world is going more and more competitive in terms of business day by day. A numerous factors are responsible for making this business world more competitive. Easy transportation, technology and telecommunication gave momentum to this competition. Easy worldwide connectivity by all means gave genesis to global consumer culture, with homogeneous consumer segments and converging consumption patterns. High rate of globalization can be seen at every sphere of daily life of a consumer. Raising trend of social media made ways of promotion and communication very easy like anything which reaches to a consumer sitting all around the globe. Consumption cannot be separated from the lifestyle. The lifestyle that a consumer particularly youth wants to follow and live in. Marketing strategies, advertisements, promotional activities, trends create and shape consumer desires and aspirations of a separate pattern of life to live for. People from different parts of the world may now be consuming the same goods and the buying behavior of consumer is now influenced by new platform of shopping. A little old but still new and fresh way of shopping i.e. online shopping provided a lot of shopping options available to a consumer therefore they need not to rash for shopping destinations. Easy payment option, product return policy are some of the attracting features of online shopping which led consumer a bit comfortable. Undoubtedly consumers are happy with this online shopping mode in contrast retailers of lifestyle products are facing a little tough time. Because of attractive sales offers available on online shopping websites consumers are being pulled and somewhere it is adversely impacting retailers of lifestyle products. This paper examines how youth consumer, which has been portrayed as the paradigm of this global consumer culture, creates and displays lifestyle through the consumption of mobile phones and apparel in India. This paper explains purchase preferences of youth consumers. This paper seeks to determine that mobile phone and apparel have the same symbolism and significance for the youth in terms of lifestyle products and their preferences about purchase mode. This paper analyses the impact of online shopping on youth consumer lifestyle products. Here researcher treated mobile phone and apparel as lifestyle products.
Authors and Affiliations
Shabeena Khan Durrani
Keywords
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