Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/19455
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dc.contributor.advisorDas, Gopal
dc.contributor.authorKhotkar, Chaitanya
dc.contributor.authorMaskar, Devashree
dc.date.accessioned2021-06-10T13:24:48Z-
dc.date.available2021-06-10T13:24:48Z-
dc.date.issued2020
dc.identifier.urihttps://repository.iimb.ac.in/handle/2074/19455-
dc.description.abstractWorldwide spread of pandemic has disrupted the way people purchase products and services and the way ecommerce is perceived by them. Consumers switched from shops to online e-commerce portals for all kinds of products- necessitiesto branded products. This has resulted to a surge in First Time Users (FTUs) on various e-commerce sites. In such a situation, it becomes imperative for marketers to understand what part of ecommerce pages customers look at while purchasing different product categories. Objective: The objective of our research is to study what parts of ecommerce pages do customers look at for high and low involvement products that lead to a positive purchase intention. We plan to test the following hypothesis in this studyHypothesis 1: For high involvement product, having relevant product description leads to higher purchase intention. Hypothesis 2: For low involvement product, having relevant product content (image & video) leads to higher purchase intention.
dc.publisherIndian Institute of Management Bangalore
dc.relation.ispartofseriesPGP_CCS_P20_069
dc.subjectConsumer behaviour
dc.subjectBuying behavior
dc.subjectOnline marketing
dc.subjectE-commerce
dc.titleConsumer behaviour on e-commerce platform pages for high and low involvement product categories
dc.typeCCS Project Report-PGP
dc.pages15p.
Appears in Collections:2020
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