TO STUDY THE PURCHASE INTENTION OF CUSTOMERS TOWARDS E-COMMERCE SITES: A CASE STUDY OF FLIP KART AND AMAZON

India is the third largest market in terms of online users after China and USA. As per TRAI report it will have around 323 million users at the end of 2020 and is expected to cross 900 million in 2025. Though India's subscriber's base is high still the use of online shopping is low as compared to China and USA. There is a digital divide in India in context to Urban and Rural market. In China 48% population do online shopping, in USA around 81 percent of population is involved in online shopping and In India it is only around 20percent but is growing at an extraordinary rate, adding around 6 million new entrants every month. The industry consensus is that growth is at an inflection point. The research reflects that the most preferred mode of payment in India is cash on delivery, which accounts for around 75% of the e-retail activities. There is a huge demand for international brands and products (including long-tail items) and is growing with unprecedented pace than in-country supply from authorized distributors and e-commerce offerings. Main players in Indian in e-commerce landscape are Flip kart, Snap deal, Amazon India.