“The impact of situational and trust factors on consumer’s behavior while purchasing products online: A case study of Lucknow”

Purpose: - The purpose of the study is to find the factors influencing consumer from Lucknow to purchase products online. The researcher aim to find the influence of situational and trust, factors for preferring the online shopping over traditional shopping. Motivation for the study: Online shopping is growing in India gradually, people prefers to buy product online as it is more convenient, price efficient, has huge merchandise and has availability for round the clock. Now a shopper can buy any product of any type and brand from anywhere in the world through internet. It create more opportunity for retailers also as they can sell their product to anyone beyond geographical boundaries. Research approach: The present study focus on the consumer of Lucknow, that how they prefer shopping online over traditional shopping, how situational and trust factors influence their purchase decision. In the present research primary data 243 consumers was collected from Lucknow district and analyze. Finding: It was found that most of the people prefers to purchase product using e-retailing website as in present time e-retailers has build trust among the shoppers. Due to the busy lifestyle of the consumers, online shopping is more convenient. Contribution: This paper will help the e-retailers to understand the buying preference of consumer from Lucknow district.