IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v6y2015i3p214-238.html
   My bibliography  Save this article

Empirical analysis of online purchase of kid's products by urban Indian parents

Author

Listed:
  • Neena Sondhi

Abstract

E-commerce is increasingly becoming the chosen retail format with young consumers regardless of geographic constraints. Thus, it is but natural that as these consumers mature to parenthood, they would increasingly use the channel for making purchases meant for their child. The phenomenon takes on added significance for an urban parent as he juggles between parental, personal and professional roles, no matter what be the gender. Further, this parent serves as the mentor in the child's consumer socialisation process. This exploratory study is an attempt to explore the online purchase pattern of the urban Indian parent for children product categories. Based on a qualitative study with urban Indian parents a quantitative study was accomplished on a sample of 236 Indian parents, residing in the National Capital Region, India. The study showed a promising trend both in terms of frequency and online spends on a variety of product categories. Further, a step-wise discrimnant function was formulated on the basis of 12 purchase parameters, which could help distinguish the heavy from light online buyer.

Suggested Citation

  • Neena Sondhi, 2015. "Empirical analysis of online purchase of kid's products by urban Indian parents," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(3), pages 214-238.
    • Handle: RePEc:ids:ijemre:v:6:y:2015:i:3:p:214-238
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=70804
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijemre:v:6:y:2015:i:3:p:214-238. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=43 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.