A Study on Perceived Risks of Indian Youth in Online Shopping

The online shopping is in upward direction. The youth consists 50% of consumer group. India is a young country. More than 100 crore is the mobile subscribers in 125 crore population. Smart phone is around 30%. Internet users are 19 crore i.e. More than 10%. In India around 12% internet users shop online in us it is more than 40%. In coming days youth are the drivers of online shopping. Study of this segment is vital for online retailers. Students are the major chunk of the youth consumers. This paper tries to find the behavioural pattern in terms of perceived risk regarding online shopping of youth