An Empirical Study of Perception of Women Consumers Towards Internet Marketing in Lucknow Region

Women Consumers are playing an important role in online shopping. The increasing use of internet by the women consumers in India provides an emerging prospect for online retailers. If online retailers know the factors affecting women consumers' buying behavior, then they can further develop their marketing strategies to convert potential customers into active ones.In the present work an effort is made to study the potential of Internet Marketing in India. In this study various dimensions of online shopping as perceived by women consumers in India are identified and the different demographic factors are also studied. It was discovered that time factor, ease of purchase, reliability, status symbol, ease of comparing products, risk in monetary transactions, timely delivery, are the key factors which influence women consumers' perceptions of online shopping. The study revealed that the perception of online shoppers is independent of their age and education but not independent of their occupation. Finally, the recommendations presented in this research may help foster growth of Indian online retailing in future