A STUDY OF CONSUMER PERCEPTIONS AND PURCHASE BEHAVIOUR TRENDS TOWARDS DIGITAL ONLINE BUYING BEHAVIOUR OF CUSTOMERS FROM DIFFERENT AGE-GROUPS

The research aims to find out what factors help in strengthening the trust in the process of shopping through digital online mediums. From the population, a sample of girl students studying management courses were taken along with Baby Boomers, Gen-X and Gen-Y respondents. They were then assessed by asking them to find out the factors because of which, they have developed some level of ‘trust' based on the e-commerce sites. A total of twenty online shopping websites were given to them to analyze the factors that led to building of trust in the purchase process and transactions made by them. The aim of this research is to provide insight into fundamental processes that are related to digital buying. The survey by twenty seven girl students had been instrumental in identifying intentions and perceptions in the cases of online buying. The study also tries to understand the different challenges faced in the buying process. The research concluded that there are many factors that are responsible for building trust for online purchase from a particular website. A sample of two hundred and forty respondents was collected and a self-administered questionnaire was prepared. Factor Analysis, T test, one way Anova test was conducted to know the significance of apparent trust, credibility and perceived worthiness.