A STUDY ON FACTORS AFFECTING PURCHASE INTENTION TOWARDS CARS THROUGH ONLINE AMONG CUSTOMERS

Mr. N. Marimuthu, Dr. R. Ganapathi

Abstract


Nowadays, online shopping has become the practice and customers are adopting it as it has different advantages. On
customers' perspective, online shopping offers transparent and low prices, variety of services and products and a much
more convenient shopping option that has removed traditional shopping inconveniences. The perceived benefits, perceived risks, perceived loss
and perceived enjoyment are the factors affecting purchase intention towards cars through online among customers. There is significant
difference between socio-economic status of customers and factors affecting purchase intention towards cars through online. The perceived
benefits, perceived loss and perceived risks discriminate best among two groups (urban and rural) of customers. Based on the discriminant
function, 81.18 per cent of the measures are correctly classified. The website of cars must offer better deals than in traditional show rooms and
should provide wide range of cars for customers to choose cars according to their needs and interests. The manufactures or dealers or retailers
should ensure safe and secured transactions for customers and they must keep financial transactions and personal information of customers
confidentially without sharing with third parties.


Keywords


Customers, Online, Purchase Intention

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References


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