Customers’ Attitude Towards Online Shopping and Impact of Demographic Variables

The present research investigates the discrimination of attitude towards online shoppers based on demographic characteristics and satisfaction level. This study has attempted to develop a discriminant functionDiscriminant Functions equation based on selected predictor variables. A self-structured questionnaire has been designed to fetch the data from the online customers of the northern region of India. Through multiple discriminant analyses (MDAs)Multiple discriminant analysis (MDA), the consumers’ attitude is segregated based on three categories, highly positive, positive, and negative, towards online shoppingOnline Shopping. It is intended to find out that customers’ attitudes can be discriminated based on education, satisfaction level from online shopping, age, marital status, family income, satisfaction level, occupation, gender, and the amount of spending on online shoppingOnline Shopping. Customer attitude classificationClassification of the low, medium, and high is assigned numeric values 1, 2, and 3 and is used as the dependent variable. The various demographic characteristics of online shoppers, satisfaction level, and amount spent online shoppingOnline Shopping are explanatory variables. The key outcomes of the study underline that there is considerable inequity in online consumers’ attitudes according to marital status, satisfaction level from online shoppingOnline Shopping, and amount spent on online buying. Findings of the current study will help businesses to devise tactics by taking into consideration the variables as discovered by the current study to assist online sellers to formulate right marketing strategyMarketing strategy and target prospective customers accurately.