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Online Shopping Behaviour of People in Emerging Cities of India: A Case Study for West Bengal

Vol 9 , Issue 1 , January - June 2022 | Pages: 141-159 | Case Study  

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Author Details ( * ) denotes Corresponding author

1. * Shyamal Garai, Assistant Professor, Commerce, Krishna Chandra College, Hetampur, West Bengal, India (
2. Tarit Kanti Sen, Assistant Professor, Commerce, Bolpur College , University of Burdwan, Asansol, West Bengal, India (

With the wide use of smart-phone and internet in this pandemic situation, the growth of e-commerce has increased dramatically. Therefore, business organizations may need to know about the behaviour of people to set up effective marketing strategies to convert the potential customers into active one. The study is an exploratory study for both qualitative and quantitative analysis to examine the behaviour of consumers related to online shopping. The study is based on primary data for which cluster and random sampling methods have been used for selecting the study area. The study showed that most of the respondents of the emerging cities have a positive attitude towards online shopping though it may depend on some demographic factors of the consumers. The study has also identified the main reasons for preferring and avoiding the online shopping option.


E-commerce, Buying Behaviour, Online Shopping, Emerging Cities in West Bengal.

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