Online Shopping Behavior by Urban Indian Youth

This paper is an attempt to study the consumer behavior of urban Indian youth who uses Internet for shopping. The study highlights that urban Indian youth is more an online surfer than an online shopper. It has still to equip itself with the new techniques of e-commerce. Only a very small percentage of Indian youth has started appreciating the role of Internet in shopping. It is well equipped for using the Internet as an online surfer but needs time and experience to be an online shopper.