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Internet Buying
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Sahil Khanna, Sarabjit Singh, Sakshi, hitender 10/14/2011

List of contents Title

Introduction Review of literature Need of study Research methodology

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Introduction
Online shopping is the process whereby consumers directly buy goods or services from a seller in real-time, without an intermediary service, over the Internet. It is a form of electronic commerce. An online shop, eshop, e-store, internet shop, webshop, webstore, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-andmortar retailer or in a shopping centre. The process is called Business-to-Consumer (B2C) online shopping. When a business buys from another business it is called Business-toBusiness (B2B) online shopping. In 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut. During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. Also in 1994 the German company Intershop introduced its first online shopping system. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared. In recent years, online shopping has become popular. In order to shop online, one must be able to have access to a computer as well as a credit card or debit card. Shopping has evolved with the growth of technology. According to research found in the Journal of Electronic Commerce, if one focuses on the demographic characteristics of the in-home shopper, in general, the higher the level of education, income, and occupation of the head of the household, the more favourable the perception of non-store shopping., Enrique.(2005) The Impact of Internet User Shopping Patterns and Demographics on Consumer Mobile Buying Behaviour. Journal of Electronic Commerce Research, An influential factor in consumer attitude towards non-store shopping is exposure to technology, since it has been demonstrated that increased exposure to technology increases the probability of developing favourable attitudes towards new shopping channels. Consumers find a product of interest by visiting the website of the retailer directly, or do a search across many different vendors using a shopping search engine. Once a particular product has been found on the web site of the seller, most online retailers use shopping cart software to allow the consumer to accumulate multiple items and to adjust quantities, by analogy with filling a physical shopping cart or basket in a conventional store. A "checkout" process follows (continuing the physical-store analogy) in which payment and delivery information is collected, if necessary. Some stores allow consumers to sign up for a permanent online account so that some or all of this information only needs to be entered once. The consumer often receives an e-mail confirmation once the transaction is complete. Less sophisticated stores may rely on consumers to phone or e-mail their orders (though credit card numbers are not accepted by e-mail, for security reasons).

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Review of literature
Title: Author(s): Research paper 1
Segmenting the online consumer market.

Muhammad Aljukhadar, (HEC Montreal, Montreal, Canada), Sylvain Senecal, (HEC Montreal, Montreal, Canada)
Muhammad Aljukhadar, Sylvain Senecal, (2011) "Segmenting the online consumer market", Marketing Intelligence & Planning, Vol. 29 Iss: 4, pp.421 - 435

Citation:

Keywords:

Consumer behaviour, Electronic commerce, Internet, Internet use, Internet use pattern, Market segmentation, Online access, Online consumer profiles, Online consumer segmentation.

Article type: Research paper Publisher:

Emerald Group Publishing Limited

Abstract: Purpose The internet has become mainstream in everyday communications and transactions. This research aims to provide a segmentation analysis for the online market based on the various uses of the internet. Design/methodology/approach A review of the online consumer segmentation literature is first conducted. Survey method and cluster analysis techniques are used in the empirical study. A sample of 407 participants that belonged to a large consumer panel adequately responded to an online survey and provided their pattern of internet use, internet experience, and psychological characteristics. Findings The analysis shows that the online consumers form three global segments: the basic communicators (consumers that use the internet mainly to communicate via e-mail), the lurking shoppers (consumers that employ the internet to navigate and to heavily shop), and the social thrivers (consumers that exploit more the internet interactive features to socially interact by means of chatting, blogging, video streaming, and downloading). Subsequent ?2 and ANOVA tests illustrate that consumers from these segments exhibit significantly divergent demographic and experience profiles. Research limitations/implications The results indicate that online consumers differ according to their pattern of internet use. The results have external and ecological validity; however, they lack the control provided in a laboratory experiment. Future research should examine if the findings can be replicated using behavioral measures.
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Practical implications Practitioners that plan to follow a resource-based approach should consider the distinctive characteristics of the online market segments for an optimal allocation of marketing expenditure. Marketing and advertising strategies can be developed according to the customer's online segment. Further, online marketers can use the demographic and experience profiles to predict their customer's segment. Originality/value This paper is the first to perform a segmentation analysis to the online consumer market according to internet use pattern. The results show that usage can reliably be used as a segmentation base. Managerial and theoretical implications are furnished.

Title:

Research paper 2
Take-off of online marketing: casting the next generation strategies

Author(s):

Amalesh Sharma, (Teaching Associate based at the Indian School of Business, Hyderabad, India)
Amalesh Sharma, (2011) "Take-off of online marketing: casting the next generation strategies", Business Strategy Series, Vol. 12 Iss: 4, pp.202 208

Citation:

Keywords:

Innovation, Internet marketing, Marketing strategy, Online marketing models, Online marketing strategies

Article type: Research paper

Publisher:Eme

Abstract:
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Purpose The purpose of this research is to study the emerging nature of on-line marketing and define the next generation strategies for online marketers. Design/methodology/approach It is a qualitative research to explain a few factors. Surveys were conducted to determine the view points of consumers. Existing literature and current trends are considered Findings On the basis of the study, author has tried to forecast certain major factors and strategic approaches, which will dominate the on-line marketing world in the near future. Research limitations/implications It is difficult to predict trends. Extreme technological revolution, huge changes in market dynamics, economy of the nations and few other factors may affect the trends suddenly. So the intensity of the result may vary with time. Practical implications: It will add value to the strategic thinking of the organizations. Especially for the start-ups firms and for the firms, which are following the traditional on-line marketing strategies, it will give a new outlook. Originality/value The paper attempts to showing the critical factors, which are neglected while building the online marketing strategies. Also, author tries to show the original market trends and the necessity of innovative strategies Research paper 3

Title: Internet marketing and customer satisfaction in emerging markets: the case of Chinese online shoppers Author(s): Maktoba Omar, (Napier University Business School, School of Marketing, Tourism and Languages, Edinburgh, UK), Ian Bathgate, (University of East London, Business School Docklands Campus, London, UK), Sonny Nwankwo, (Business School, University of East London, University Way, London, UK) Citation: Maktoba Omar, Ian Bathgate, Sonny Nwankwo, (2011) "Internet marketing and customer satisfaction in emerging markets: the case of Chinese online shoppers", Competitiveness Review: An International Business Journal incorporating Journal of Global Competitiveness, Vol. 21 Iss: 2, pp.224 237 Keywords: Innovation, Internet marketing, Marketing strategy, Online marketing models, Online marketing strategies. Article type: Publisher: Abstract: Purpose The purpose of this research is to study the emerging nature of on-line marketing and define the next generation strategies for online marketers. Research paper Emerald Group Publishing Limited

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Design/methodology/approach It is a qualitative research to explain a few factors. Surveys were conducted to determine the view points of consumers. Existing literature and current trends are considered Findings On the basis of the study, author has tried to forecast certain major factors and strategic approaches, which will dominate the on-line marketing world in the near future. Research limitations/implications It is difficult to predict trends. Extreme technological revolution, huge changes in market dynamics, economy of the nations and few other factors may affect the trends suddenly. So the intensity of the result may vary with time. Practical implications: It will add value to the strategic thinking of the organizations. Especially for the start-ups firms and for the firms, which are following the traditional on-line marketing strategies, it will give a new outlook. Originality/value The paper attempts to showing the critical factors, which are neglected while building the online marketing strategies. Also, author tries to show the original market trends and the necessity of innovative strategies.

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Need for study

Our main objective is to analyze that: Is online shopping over ruling traditional shopping and has marketing activities on the internet changed the perception of market for a common man. Our study aims at understanding the underlying behavioural changes in people towards brand consciousness and price consciousness. We are aiming at observing the changes in the mindset of todays consumer and the reasons accounting for the same.

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Research methodology
Data collection: Secondary collection: mainly gathered by studying journals, research papers and other articles related to online shopping. Data collection tools: it consists mainly of questionnaire designed to meet a set of objectives which further helped in reaching the main conclusion Sampling procedure: we take the samples from different cities, and study the behaviours, perceptions and awareness of them about the internet buying.

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