Record Details

Association of Purchase Criteria and Product Category for Online Purchases: An Evaluation Using Correspondence Analysis

International Journal of Electronic Commerce Studies

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Field Value
 
Title Association of Purchase Criteria and Product Category for Online Purchases: An Evaluation Using Correspondence Analysis
 
Creator Thakur, Preeti
Kaur, Dr Anupriya
 
Subject —
 
Description The objective of present study is to evaluate online product categories (electronics, apparels, personal care, kitchen appliances and stationary & school/offices supplies) association with key purchase criteria to illustrate the relative positioning of five product categories across specific purchase criteria. The study include sample of 600 respondents from three tier 2 cities of north India-Kota, Agra, and Jalandhar survey, correspondence analysis was used to depict a purchase criteria based comparative analysis of the top selling online product categories. The findings of the paper helps to reflect on three aspects - (i) similarity in positioning of product categories, (ii) purchase criteria association with product categories and (iii) discriminatory purchase criteria. This study provides meaningful insights for multi-category players and market space aggregator to create an efficient/effective marketing programs for obtaining sustainable competitive advantage. The study also presents an opportunity for online marketers to take benefit of its current positioning, or if necessary, optimally reposition itself. This study presents a meaningful ground to future researchers who wish to investigate the growing potential of e-tailing in small town India.
 
Publisher Academy of Taiwan Information Systems Research
 
Contributor —
 
Date 2020-06-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/vnd.openxmlformats-officedocument.wordprocessingml.document
application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/1818
10.7903/ijecs.1818
 
Source "International Journal of Electronic Commerce Studies"; Vol 11, No 1 (2020); 45-74
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/1818/373
http://academic-pub.org/ojs/index.php/ijecs/article/view/1818/374
 
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