A Research paper on Growth Drivers of Online Shopping in Small Cities of Saurashtra region (Gujarat)

Devangi Variya

Volume : VI, Issue : X, October - 2016

A Research paper on Growth Drivers of Online Shopping in Small Cities of Saurashtra region (Gujarat)

Devangi Variya

Abstract :

In recent years, Information and technology witnessed significant development throughout the world and India is not an exception. These developments had changed consumers buying behavior also. This is evidential by the increasing popularity of online shopping and increase in the share of online shopping in the overall retail market. Although this trend was initiated in metro cities but now becoming more popular in non–metro cities. This paper tries to establish the relationship between the availability of technological development in pan India and other drivers of online shopping with the rapidly increasing share of online shopper from small cities especially saurashtra region. Developed information technology infrastructure and availability of low–cost Smartphone along with economic mobile plans make online shopping in the approach of a common man of small cities. Fast economic growth is spearhead factor of these trends along with increasing per capita income, a high disposable income of youth as well as rising educational level of people in general and women, in particular, all contribute towards increase in online shopping. These drivers fulfill shopping aspirations of consumers of small cities as their metro counterparts which may be hampered due to the poor supply chain and infrastructure of marketing companies