题名

USING CORRESPONDENCE ANALYSIS TO MAP ONLINE PURCHASE CRITERIA OF DIFFERENT PRODUCT CATEGORIES

DOI

10.7903/ijecs.1818

作者

Preeti Thakur；Anupriya Kaur

关键词

India ； Tier 2 cities ； E-tailing ； Online attitude ； Correspondence analysis

期刊名称

International Journal of Electronic Commerce Studies

卷期/出版年月

11卷1期（2020 / 06 / 01）

页次

45 - 74

内容语文

英文
中文摘要

This study aims to evaluate online product categories (electronics, apparels, personal care, kitchen appliances and stationery & school/offices supplies) association with key purchase criteria to illustrate the relative positioning of five product categories across specific purchase criteria. The study includes a sample of 600 respondents from three tier 2 cities of north India-Kota, Agra, and Jalandhar. Correspondence analysis was used to depict purchase criteria based comparative analysis of the top selling online product categories. The findings of the paper helps to reflect on three aspects - (i) similarity in the positioning of product categories, (ii) specific purchase criteria association with product categories and (iii) dominant purchase criteria. This study provides meaningful insights for multi-category players and market space aggregator to create an efficient/effective marketing programs for obtaining sustainable competitive advantage. The study also presents an opportunity to reflect on the efficacy of its current strategy and optimally reposition itself. Also, the study presents a meaningful ground for future researchers who wish to investigate the growing potential of e-tailing in small town India.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
参考文献
  1. Property searches surge 173% in tier II cities, but still too early to buy. Retrieved on 2018 from https://www.livemint.com/Money/HOQd0j2NzwejusgbbL5UpK/Property-searches-surge-173-in-tier-II-cities-but-still-to.html
  2. Fitness, lifestyle products top online shopping in Punjab, SupportBiz. Retrieved on 2013 from http://www.supportbiz.com/articles/news/fitness-lifestyle-products-top-online-shopping-punjab.html
  3. India’s e–commerce market continue to surge. Retrieved on 2018 from https://www.emarketer.com/newsroom/index.php/indias-ecommerce-market-continues-to-surge/
  4. Demystifying the Indian Online Traveler, Hotels : A Four Billion Opportunity. Retrieved on 2018 from https://media-publications.bcg.com/BCG-Google-Demystifying-the-Indian-online-traveler-Jun-2017.pdf
  5. Rising opportunities in Chinese Tier 2 Cities. Retrieved on 2018, from https://www.1421.consulting/2018/05/chinese-tier-2-cities/
  6. Kota becomes India's top coaching city with annual turnover of 1500 crore, India Today. Retrieved on 2017 from https://www.indiatoday.in/education-today/news/story/kota-medical-969821-2017-04-06.
  7. A business venture of MapsofIndia.com. Retrieved on 2018 from http://www.mapsofagra.com/shopping/online-shop.html
  8. India’s growth paradigm: How markets beyond metros have transformed. Retrieved on 2018 from https://www.ey.com/Publication/vwLUAssets/ey-indias-growth-paradigm/$FILE/ey-indias-growth-paradigm.pdf
  9. Snapdeal targeted smaller town to draw new online shopper, Best Media info Bureau. Retrieved on 2018 from http://bestmediainfo.com/2018/10/snapdeal-targets-smaller-towns-to-draw-new-online-shoppers/
  10. E-Travel Marketing India, Octane Researh. Retrieved on 2015 from http://www.octane.in/research/pdf-report/e-Travel-Marketing-India.pdf
  11. Shoppers from Tier II, III cities throng e-commerce sites for festive offers. Retrieved on 2019 from https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/shoppers-from-tier-ii-iii-cities-throng-e-commerce-sites-for-festive-offers/articleshow/66206605.cms
  12. Report of the Seventh Central Pay Commission. Retrieved on 2018 from https://doe.gov.in/sites/default/files/7cpc_report_eng.pdf
  13. Best-selling products online in India for your eCommerce store ideas. eCommerce Product ideas, EWDC. Retrieved on 2016 from https://www.ecommercewebsitedevelopmentchennai.in/blog/10-best-selling-products-online-in-india/
  14. Amazon Retail India plans to enter 60 smaller cities. Retrieved on 2019 from https://economictimes.indiatimes.com/industry/services/retail/amazon-retail-india-plans-to-enter-60-smaller-cities/articleshow/69017302.cms?from=mdr
  15. E-commerce has a definite edge over physical retail in tier-II, tier-III cities. Business Line. Retrieved on 2018 from https://www.thehindubusinessline.com/news/e-commerce-has-a-definite-edge-over-physical-retail-in-tier-ii-tier-iii cities/article24870322.ece
  16. Amling, A.,Daugherty, P.J.(2018).Logistics and distribution innovation in China.International Journal of Physical Distribution & Logistics Management
  17. G. Arora, The continued momentum of e-commerce growth in China: Report. Retrieved on 2019 from https://www.pwc.in/consulting/financial-services/fintech/fintech-insights/the-continued-momentum-of-e-commerce-growth-in-china.html
  18. Ashman, R.,Solomon, M. R.,Wolny, J.(2015).An old model for a new age: Consumer decision making in participatory digital culture.Journal of Customer Behaviour,14(2),127-146.
  19. Bae, Y.,Chang, H.(2012).Adoption of smart TVs: a Bayesian network approach.Industrial Management & Data Systems,112(6),891-910.
  20. Barnes, L.,Lea-Greenwood, G.,Miller, K.(2013).Hedonic customer responses to fast fashion and replicas.Journal of Fashion Marketing and Management: An International Journal
  21. Beaudoin, P.,Moore, M. A.,Goldsmith, R. E.(2000).Fashion leaders' and followers' attitudes toward buying domestic and imported apparel.Clothing and Textiles Research Journal,18(1),56-64.
  22. Bellman, S.,Lohse, G.,Johnson, E. J.(1999).Predictors of online buying behavior.Communication of ACM,42(12),32-38.
  23. Bezes, C.(2016).Comparing online and in-store risks in multichannel shopping.International Journal of Retail & Distribution Management,44(3),284-300.
  24. D. Biswas, Smartphones, gold, electronics and more-what India is buying online this Diwali. Retrieved on 2018 from https://yourstory.com/2018/11/india-buying-online-diwali-ecommerce
  25. E. Browntape, What selles most in the Indian ecommerce market?. Retrieved on 2017 from http://indianonlineseller.com/2017/02/what-sells-most-in-the-indian-ecommerce-market/
  26. Cassill, N. L.,Drake, M. F.(1987).Apparel selection criteria related to female consumers' lifestyle.Clothing and Textiles Research Journal,6(1),20-28.
  27. Chiang, I.P.,Lin, C.Y.,Wu, Y.J.(2019).Exploring Smartphone Users’ Social Information Behavior.Contemporary Management Research,15(1),53-67.
  28. Childers, T. L.,Carr, C. L.,Peck, J.,Carson, S.(2001).Hedonic and utilitarian motivations for online retail shopping behavior.Journal of retailing,77(4),511-535.
  29. Cho, J.(2004).Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behavioral variables.Information & Management,41(7),827-838.
  30. Cho, S.,Workman, J.(2011).Gender, fashion innovativeness and opinion leadership, and need for touch: Effects on multi-channel choice and touch/non-touch preference in clothing shopping.Journal of Fashion Marketing and Management: An International Journal,15(3),363-382.
  31. Chong, A. Y. L.,Li, B.,Ngai, E. W.,Chng, E.,Lee, F.(2016).Predicting online product sales via online reviews, sentiments, and promotion strategies: A big data architecture and neural network approach.International Journal of Operations & Production Management,36(4),358-383.
  32. Chung, S.(2013).The role of online informediaries for consumers: a dual perspective about price comparison and information mediation.Internet Research,23(3),338-354.
  33. Cockerham, W. C.(2006).Health lifestyle theory in an Asian context.Health Sociology Review,15(1),5-15.
  34. Corfman, K. P.(1991).Comparability and comparison levels used in choices among consumer products.Journal of Marketing Research,28(3),368-374.
  35. S. Das, Tier II, III cities are the next retail destinations in the country: Report. Retrieved on 2017 from https://retail.economictimes.indiatimes.com/news/industry/tier-ii-iii-cities-are-the-next-retail-destinations-in-the-country-report/61876688.
  36. Del Mar Alonso-Almeida, M.,Bernardo, M.,Llach, J.,Marimon, F.(2014).Building loyalty through functional and hedonic quality.Industrial Management & Data Systems,114(3),387-404.
  37. Del, C.,Ricardo, M.,Braun(2006).Framework for effective brand communication for pen development.International Journal of Research in Commerce, Economics and Management,1,1-155.
  38. Dellarocas, C.(2003).The digitization of word of mouth: Promise and challenges of online feedback mechanisms.Management science,49(10),1407-1424.
  39. Dennis, C.,King, T.,Kim, J.,Forsythe, S.(2007).Hedonic usage of product virtualization technologies in online apparel shopping.International Journal of Retail & Distribution Management,35(6),502-514.
  40. Deshmukh, G. K.,Das, R. P.(2012).Consumer Buying Behaviour for High Involvement Products-A Study.Asian Journal of Management,3(3),153-157.
  41. Dhar, V.,Chang, E. A.(2009).Does chatter matter? The impact of user-generated content on music sales.Journal of Interactive Marketing,23(4),300-307.
  42. Dholakia, R. R.,Zhao, M.(2010).Effects of online store attributes on customer satisfaction and repurchase intentions.International Journal of Retail & Distribution Management,38(7),482-496.
  43. Dickson, P. R.(1982).Person-situation: Segmentation's missing link.Journal of marketing,46(4),56-64.
  44. E-commerce Industry in India, India Brand Equity Foundation (IBEF). Retrieved on 2018 from https://www.ibef.org/industry/ecommerce-presentation
  45. Etikan, I.,Musa, S. A.,Alkassim, R. S.(2016).Comparison of convenience sampling and purposive sampling.American journal of theoretical and applied statistics,5(1),1-4.
  46. EunLee, J.,Stoel, L.(2014).High versus low online price discounts: effects on customers’ perception of risks.Journal of Product & Brand Management,23(6),401-412.
  47. Ferguson, J. L.,Ellen, P. S.(2013).Transparency in pricing and its effect on perceived price fairness.Journal of Product & Brand Management,22(5/6),404-412.
  48. Gabriel, Y.,Lang, T.(2015).The unmanageable consumer.UK:SAGE Publications Ltd..
  49. Gensch, D. H.,Javalgi, R. G.(1987).The influence of involvement on disaggregate attribute choice models.Journal of Consumer Research,14(1),71-82.
  50. Greenacre, M.(2017).Correspondence analysis in practice.Broken sound parkway, New York:Chapman and Hall/CRC Taylor & Francis group.
  51. Guthrie, M.,Kim, H. S.,Jung, J.(2008).The effects of facial image and cosmetic usage on perceptions of brand personality.Journal of fashion marketing and management: an international journal,12(2),164-181.
  52. Harris, L. C.(2010).Fraudulent consumer returns: exploiting retailers' return policies.European Journal of Marketing,44(6),730-747.
  53. Hernandez, B.,Jimenez, J.,Martín, M. J.(2009).Adoption vs acceptance of e-commerce: two different decisions.European Journal of Marketing,43(9/10),1232-1245.
  54. Hill, M.O.(1974).Correspondence analysis: a neglected multivariate method.Journal of the Royal Statistical Society: Series C (Applied Statistics),23(3),340-354.
  55. Hitt, M. A.(2016).International strategy and institutional environments.Cross Cultural & Strategic Management,23(2),206-215.
  56. Hoffman, D. L.,Franke, G. R.(1986).Correspondence analysis: graphical representation of categorical data in marketing research.Journal of marketing Research,23(3),213-227.
  57. Hollan, P. C.(2008).Cognitive versus stimulus-response theories of learning.Learning & behavior,36(3),227-241.
  58. Hong, H.,Xu, D.,Xu, D.,Wang, G. A.,Fan, W.(2017).An empirical study on the impact of online word-of-mouth sources on retail sales.Information Discovery and Delivery,45(1),30-35.
  59. Hooda, S.,Aggarwal, S.(2012).Consumer behaviour towards e-marketing: A study of Jaipur consumers.Researchers World,3(2),107-118.
  60. Houstan, MJ(ed.)(1987).Review in Marketing.Chicago:American Marketing Association.
  61. M. J. Houston and M. L. Rothschild, A paradigm for research on consumer involvement, Graduate School of Business, University of Wisconsin-Madison, US, 1977.
  62. Hsu, C. L.,Lin, C. C.,Chiang, H. S.(2013).The effects of blogger recommendations on customers’ online shopping intentions.Internet Research,23(1),69-88.
  63. Hur, W. M.,Kim, H. K.,Park, J. K.(2010).Food-and situation-specific lifestyle segmentation of kitchen appliance market.British Food Journal,112(3),294-305.
  64. India Brand Equity Foundation, Real Estate. Retrieved on 2018 from https://www.ibef.org/download/Real-Estate-January-2018.pdf
  65. India Retailing. Retrieved on 2018 from “eBay India Census report”, http://www.indiaretailing.com/uploads/banner_pdf/eBay_Census_Report_2014_Final.pdf
  66. JinMa, Y.,Lee, H. H.(2014).Consumer responses toward online review manipulation.Journal of Research in Interactive Marketing,8(3),224-244.
  67. Johnson, W. C.(1995).Current research in phytolith analysis: applications in archaeology and paleoecology. Deborah M. Pearsall and Delores R. Piperno, University Museum of Archaeology and Antropology, University of Pennsyvalina, 10, p212, 1993.Geoarchaeology: An International Journal,10,405-407.
  68. Juggessur, J.,Cohen, G.(2009).Is fashion promoting counterfeit brands?.Journal of Brand management,16(5-6),383-394.
  69. Jusoh, Z. M.,Ling, G. H.(2012).Factors influencing consumers’ attitude towards e-commerce purchases through online shopping.International Journal of Humanities and Social Science,2(4),223-230.
  70. Kanagal, N. B.(2016).An Extended Model of Behavioural Process in Consumer Decision Making.International Journal of Marketing Studies,8(4),87-93.
  71. Karimi, S.(2013).University of Manchester.
  72. Karimi, S.,Papamichail, K. N.,Holland, C. P.(2013).Purchase Decision Processes in the Internet Age.Decision Support Systems III-Impact of Decision Support Systems for Global Environments,Cham:
  73. Kaur, A.,Chauhan, A.,Medury, Y.(2016).Destination image of Indian tourism destinations: An evaluation using correspondence analysis.Asia Pacific Journal of Marketing and Logistics,28(3),499-524.
  74. Kaur, A.,Thakur, P.(2019).Determinants of Tier 2 Indian consumer’s online shopping attitude: a SEM approach.Asia Pacific Journal of Marketing and Logistics
  75. Kim, H.,Song, J.(2010).The quality of word-of-mouth in the online shopping mall.Journal of Research in Interactive Marketing,4(4),376-390.
  76. Kim, J.,Forsythe, S.(2007).Hedonic usage of product virtualization technologies in online apparel shopping.International Journal of Retail & Distribution Management,35(6),502-514.
  77. Kim, J.,Forsythe, S.(2010).Factors affecting adoption of product virtualization technology for online consumer electronics shopping.International Journal of Retail & Distribution Management,38(3),190-204.
  78. Kim, M.,Lennon, S.(2008).The effects of visual and verbal information on attitudes and purchase intentions in internet shopping.Psychology & Marketing,25(2),146-178.
  79. Kotler, P.,Armstrong, G.(2011).Principle of marketing.Pearson Education Inc. Prentice Hall.
  80. Krithika, M.,Rajini, G.(2018).Persuading Attributes of Online Shopping Cart Abandonment.International Journal of Engineering & Technology,7(3),739-742.
  81. Lee, C. H.,Wu, J. J.(2017).Consumer online flow experience: the relationship between utilitarian and hedonic value, satisfaction and unplanned purchase.Industrial Management & Data Systems,117(10),2452-2467.
  82. Limayem, M.,Khalifa, M.,Frini, A.(2000).What makes consumers buy from Internet? A longitudinal study of online shopping.IEEE T Cybernetics-Part A: Systems and Humans,30(4),421-432.
  83. Luk, S. T.,Chen, I. S. N.,Coombes, J.(2013).Skyworth TV: channel dynamics and growth in China's rural market.Emerald Emerging Markets Case Studies,3(4),1-13.
  84. Ma, S.(2017).Fast or free shipping options in online and omni-channel retail? The mediating role of uncertainty on satisfaction and purchase intentions.The International Journal of Logistics Management,28(4),1099-1122.
  85. Madden, T. J.,Ellen, P. S.,Ajzen, I.(1992).A comparison of the theory of planned behavior and the theory of reasoned action.Personality and social psychology Bulletin,18(1),3-9.
  86. Mann, M.,Byun, S. E.(2011).Accessing opportunities in apparel retail sectors in India: Porter's Diamond approach.Journal of Fashion Marketing and Management: An International Journal,15(2),194-210.
  87. Mashal, I.,Shuhaiber, A.(2018).What makes Jordanian residents buy smart home devices? A factorial investigation using PLS-SEM.Kybernetes
  88. Mazzocchi, M.(2008).Statistics for marketing and consumer research.SAGE Publications Ltd.
  89. McCormick, H.,Livett, C.(2012).Analysing the influence of the presentation of fashion garments on young consumers’ online behavior.Journal of Fashion Marketing and Management: An International Journal,16(1),21-41.
  90. Miller, K.(2013).Hedonic customer responses to fast fashion and replicas.Journal of Fashion Marketing and Management: An International Journal,17(2),160-174.
  91. Millerand, K. E.,Ginter, J. L.(1979).An investigation of situational variation in brand choice behavior and attitude.Journal of Marketing research,16(1),111-123.
  92. Mintel, Fashion Online. Mintel International, Chicago, IL, www.mintel.com., 2009.
  93. Miyazaki, A. D.,Fernandez, A.(2001).Consumer perceptions of privacy and security risks for online shopping.Journal of Consumer affairs,35(1),27-44.
  94. Mukhopadhyay, S. K.,Setoputro, R.(2004).Reverse logistics in e-business: Optimal price and return policy.International Journal of Physical Distribution & Logistics Management,34(1),70-89.
  95. Muster, R. F.(2016).University of Twente.
  96. Oh, J.,Fiorito, S. S.,Cho, H.,Hofacker, C. F.(2008).Effects of design factors on store image and expectation of merchandise quality in web-based stores.Journal of Retailing and Consumer Services,15(4),237-249.
  97. Oswal, S.(2014).Industry Analysis of the Stationery Sector in India: A Market Acceptance Study.Business and Economics Journal,5(3),1-11.
  98. Ottar Olsen, S.,Skallerud, K.(2011).Retail attributes' differential effects on utilitarian versus hedonic shopping value.Journal of Consumer Marketing,28(7),532-539.
  99. Page-Thomas, K.,Moss, G.,Chelly, D.,Yabin, S.(2006).The provision of delivery information online: a missed opportunity.International Journal of Retail & Distribution Management,34(4/5),258-277.
  100. Park, D. H.,Lee, J.(2008).eWOM overload and its effect on consumer behavioral intention depending on consumer involvement.Electronic Commerce Research and Applications,7(4),386-398.
  101. Paul, J.(2019).Marketing in emerging markets: a review, theoretical synthesis and extension.International Journal of Emerging Markets
  102. Paul, J.,Mas, E.(2016).The emergence of China and India in the global market.Journal of East-West Business,22(1),28-50.
  103. Peighambari, K.,Sattari, S.,Kordestani, A.,Oghazi, P.(2016).Consumer behavior research: A synthesis of the recent literature.SAGE Open,6(2),1-9.
  104. Pudaruth, S.,Juwaheer, T. D.,Seewoo, Y. D.(2015).Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers.Social responsibility journal,11(1),179-198.
  105. Rajput, N.,Kesharwani, S.,Khanna, A.(2012).Dynamics of female buying behaviour: a study of branded apparels in India.International Journal of Marketing Studies,4(4),121-129.
  106. Retail News Asia, A Short Overview of Malaysian Shopping Trends. Retrieved on 2019, from https://www.retailnews.asia/29206/
  107. Salam, A. F.,Rao, H. R.,Pegels, C. C.(2003).Consumer-perceived risk in e-commerce transactions.Communications of the ACM,46(12),325-331.
  108. Sarpila, O.,Räsänen, P.(2011).Personal care consumption in Finland: trends in the early 2000s.International Journal of Sociology and Social Policy,31(7/8),441-455.
  109. Scarpi, D.(2006).Fashion stores between fun and usefulness.Journal of Fashion Marketing and Management: An International Journal,10(1),7-24.
  110. Shamser, R.(2012).The Importance Of Product Attributes Influencing Purchase Decision: A Comparative Study Between FMCG Laundry Soaps.DU Journal of Marketing,5(15),231-243.
  111. Silva, E. B.(2000).The cook, the cooker and the gendering of the kitchen.The Sociological Review,48(4),612-628.
  112. Smoliana, K.(2017).Nord university.
  113. Souiden, N.,Diagne, M.(2009).Canadian and French men's consumption of cosmetics: a comparison of their attitudes and motivations.Journal of Consumer marketing,26(2),97-109.
  114. Swiegers, L.(2018).Stellenbosch,Stellenbosch University.
  115. Thakur, P.,Kaur, A.(2019).Online Shopping Attitude of Indian Tier 2 Consumers: Some Qualitative Insights.International Journal of Online Marketing,9(2),13-26.
  116. Thakur, P.,Kaur, A.(2019).Tier 2 Consumers’ Online Segmentation- Insights from an Empirical Study in India.ELK’s International Journal of Marketing and Retailing,10(1),74-95.
  117. Thomas, K. P.,Moss, G.,Chelly, D.,Yabin, S.(2006).The provision of delivery information online: a missed opportunity.International Journal of Retail & Distribution Management,34(4/5),258-277.
  118. Todorov, K.,Akbar, Y.H.(2018).Contemporary Corporate Strategies.Strategic Management in Emerging Markets
  119. Wang, P.,Sun, L.,Peng, L.(2013).Modeling product attitude formation process in online word-of-mouth.Nankai Business Review International,4(3),212-229.
  120. Wang, P.,Sun, L.,Peng, L.(2013).Modeling product attitude formation process in online word-of-mouth.Nankai Business Review International,4(3),212-229.
  121. Williams, T. G.,Slama, M. E.(1995).Market mavens′ purchase decision evaluative criteria: Implications for brand and store promotion efforts.Journal of Consumer Marketing,12(3),4-21.
  122. Wright, P.,Rip, P. D.(1980).Product class advertising effects on first-time buyers' decision strategies.Journal of Consumer Research,7(2),176-188.
  123. Yang, K.,Young, A. P.(2009).The effects of customized site features on internet apparel shopping.Journal of Fashion Marketing and Management: An International Journal,13(1),128-139.
  124. Yavas, U.,Shemwell, D. J.(1996).Bank image: exposition and illustration of correspondence analysis.International Journal of Bank Marketing,14(1),15-21.
  125. Yoo, J.,Kim, M.(2012).Online product presentation: the effect of product coordination and a model's face.Journal of Research in Interactive Marketing,6(1),59-72.
  126. Zhang, L.,Ma, B.,Cartwright, D. K.(2013).The impact of online user reviews on cameras sales.European Journal of Marketing,47(7),1115-1128.
print cancel