Study on Estimation of the Product Category Shopped Online by the Indian Consumers: a Modelling Approach through Demographics, Product’s Pre-Exposure and On-Line
Posted: 2 Jul 2019
Date Written: April 1, 2015
The year on year statistics about buying on-line clearly indicates a positive trend both in terms of value and volume. The marketers are expected to look at the scenario with a new approach to understand the consumer need as it is a new medium. This paper attempts to estimate category of product purchased specifically through on-line mode. ‘On-line’ as a platform has provided a unique set of opportunities by making the market a seamless place eliminating the hurdle of geographic boundaries, at the same time the marketing solutions can not be uniform. Since demographic factors are universal they are generally used for predicting market opportunities. This paper attempts to designs a predictive modeling frame work by incorporating demographics, pre- exposure of products through social sites and motivating factors specifically active in on-line of shopping. The aim is to estimate type of product purchased by Indian customers on-line. The study also addresses if marketers can design specific products suitable to the demographics and fine tune the shopping motivators to address the on-line shopping needs.
Keywords: on-line shopping, demographic factors, polytomous variable, pseudo-R, internet exposure
JEL Classification: J30, J31, J39
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