Critical Success Factors of Online Shopping: Rural Perscpective
Gopalakrishna Vakamullu *
Department of Management Studies, Berhampur University, Odisha, India.
Nihar Ranjan Misra
Department of Business Administration, Berhampur University, Odisha, India.
Koppala Venugopal
Department of MBA, Aditya Institute of Technology and Management, Tekkali, A.P., India.
*Author to whom correspondence should be addressed.
Abstract
The rural consumer behaviour has been explored by many corporates with respect to the behaviour, purchase power and adoption at the stand point of promoting their products to the rural, wherein certain habits associated with media have also been studied by many researchers. Technological shift of rural consumers is found comparatively better. Yet, the trendy practices of online shopping have certain barriers to get the maximum effectiveness from rural market. Urban transition, infrastructure development and technological revolution have grown the rural consumer adaption but not as equal as in urban place. Identification and assessment of certain barriers of online shopping in rural places as the aim, the study was carried out in Srikakulam District. Method blend of descriptive research design, qualitative and quantitative approach, convenience sampling of non-probability and cross-sectional survey was conducted. Data collected from primary and secondary sources was analysed and discussed with the inferential statistics of multiple regression of analysis. Results related to the weightages of certain items of independent variables have been explored and elaborated the extent they will explain the dependent variable. Management implications on physical touch, trust variables, delays in delivery, payment problems, stretch of bargaining, refund policy, education of technology and problems with network were diffused into conclusions as well as suggestions.
Keywords: Rural consumer behaviour, rural online shopping, critical factors, Srikakulam, MRA