GEN X ATTITUDE TOWARDS ONLINE SHOPPING – AN EMPIRICAL STUDY

Enabled by technology, the continued year over year growth in online shopping has been fueled by consumers who want greater convenience, value and options. For consumer businesses, this trend poses both challenges and significant opportunities. Competition is no longer limited to local shops during business hours. Consumers today are shopping all the time and everywhere; and in a truly global online marketplace, products can easily be purchased from retailers and manufacturers located anywhere in the world—or from those with no physical retail locations at all. This paper examines how consumers develop their attitude towards online store and their products and how the variables enhance their purchase intention. This study focuses on the factors like influencing customers' attitudes in adopting online shopping. A total of 150 respondents between the age group between 37 and 62 years were selected and primary data was collected using structured questionnaire.