Influence of Socio-Demographics on Consumer Preference for E-Shopping Among Buyers in Srinagar City

The purpose of study aims to find association between socio demographics and determinants influencing preference of online shoppers for a purchase decision. The study was carried out in the Srinagar district of the valley during November, 2020 – January 2021. A structured questionnaire was developed to carry survey on online shoppers. Data has been collected from 440 e-shoppers via online mode. The target population includes e-shoppers from Srinagar. Non-probability sampling has been adopted for data collection because of non-availability of sampling frame. Chi-square test, has been carried out to study the significant association between the various demographic variables and determinants of online buying. In gender, females while finalizing an online purchase decision are significantly influenced by factors – image quality of the product, price of the product, return and refund policies and cash on delivery. Factors of e-shoppingprice of the product, product availability and cash on delivery have significant influence on age of the online shopper and age group (21-25) are highly effected due to these factors. Further, unmarried online shoppers are influenced by the factor – product availability for their online buying decision. Educational background influences preference of Return and refund policy. The present study has relied on non-probability sampling technique because there was no sampling frame available in Jammu and Kashmir. Further, the study has been carried out on Srinagar e-shoppers; therefore, generalization of the Present study should be done in light of particular context.