The main headings or areas which will becovered in the introduction shall be thesis background, purpose, researchquestions, limitations of paper and theories. This will give the informationabout consumer behavior, online shopping, consumer behavior towards onlineshopping and online shopping of electronic goods in Pakistan.1.1 Background:1.1.
1 Consumer behavior:The answersof questions like what consumer want to purchase, how he will purchase, when hewill purchase are easy to identify and known by the sellers yet the answer tothe question that why consumer purchase is very difficult and critical to answeras consumer behavior varies from person to person because of past experiences,perceptions, likings, age, lifestyles etc. Differentdefinitions to the consumer behavior is identified like “consumer behavior isthe study of any person or entity that why that person behave in a specific waywhile doing purchase or after purchasing a specific product or service.1.1.2 Ecommerce / Online Shopping:Internet isnow has become the most feasible and time saving place to purchase the productsbut still consumers in Pakistan are quite reluctant about their onlinepurchasing. Yet this online shopping trend is growing gradually with thepassage of time and awareness created by the employees.
Internet hasmade life easy for the consumers as the people are so much concerned abouttime, price and convenience of use and convenience of purchase so E-commercehas played the role of middle person( retailor) and benefiting the customers nomatter they are current or the potential customers.1.1.3 Consumer Behavior overInternet:Consumerbehavior over internet is different the more mature consumers have the abilityto judge things and are able to save the money while the teenagers justpurchase the products of their likings.1.1.4 Online Shopping in Pakistan:The Pakistanis the second slowest country which has adopted the online shopping. Firstlythe gifts, flowers and small products like that were purchased from internet.
Still most of the people are reluctant to purchase the online shopping ofelectronics in Pakistan than other grocery and physical products.1.2 ProblemThe mainproblem which focused in this thesis is to find out the online shoppingbehaviors of the consumers which will be beneficial for the sellers by usingdifferent theories and surveys. Because most of the sellers are not aware ofthe consumer behavior impact of their sales because they are not aware of thevalues, customs and norms of the consumers which has large impact on the sales.1.3 Research PurposeAs onlineshopping trend is increasing with the passage of time and because of theglobalization concept so the basic research question will be how consumers behave while shopping online? 1.
4 Research QuestionnaireIn theresearch questionnaire, four main segments categorized as general demographicsvariables, identified variables, Pakistani consumers concern in onlinepurchasing and post purchase behavior are highlighted.1.5 LimitationThere aremany markets of online shopping but this thesis will just focus on goods and theonline consumer behavior towards purchasing of the electronic goods inPakistan. Because consumer behavior varies because of the different types ofthe goods and products and different variables are used in order to find thisout.1.6 Structure of thesis:This thesishas introduction, method, and theory, analysis of the study, summary andconclusion.
2. Literature Review:In order tofind the solution of the problem we intend to use different variables on thebasis on different pas theories of the authors so theories and models arediscussed here, which are consumer mindset model in online shopping, onlinebuying behavior, factors predicting online shopping, goal oriented onlineshopping behavior, experimental online shopping behavior and lastly factorswhich are influencing online shopping behavior are discussed. 2.1 introduction to theories:Different theories on the consumerbehavior are written in the articles of different authors such as Expectationconfirmation theory, Innovative diffusion theory, Technology acceptance model,theory of planned behavior, theory of reasoned action (Christy M. K. Cheung, 2003, p.
198).Consumerbehavior varies as for offline and online shopping but there is increasingtrend is seen in the online shopping of electronics in Pakistan still thistrend in Pakistan is at quite slow pace. The reason of increase in the onlineshopping of electronics in Pakistan is because the sellers are now using differentstrategies and different ways to promote and motivate consumers to purchaseonline electronic goods.2.2 online shopping behavior:Differentauthors have shown different variables and characteristics of the onlineshopping behavior of the consumers because it make them able to know that howpeople react or behave while purchasing products online. These variables aredifferent as for different authors like Turban has defined a model on consumerbehavior online.
In this model, electronic environment consist of threevariables the independent, dependent and moderating variables which play themajor role in finding the online behavior of the customers and their purchaseintension towards the specific environment. 2.3 Consumer mind set model in online shopping:This modelwas given by Wurtzburg motivational psychologist.
He said that consumer mindsare set by two main aspects by experimenting and by goal oriented mind set.Goal oriented mindset have more quick responses as they decide quickly while inexperimental mindset people tend to follow their intuitions which are shapedbecause of some previous happening of that person or by seeing the experienceof the other person. 2.4 Factor predicting online shopping:The mainfactors which is discussed in various thesis by many authors are lifestyle ofconsumer which involves technology perspective, online skills ability to copewith the online technology. While TAM theory explains that there are two mainvariables which affect the consumer behavior and these are perceived ease ofuse and perceived ease.
Different theories are explained in this thesis anddifferent factors are also explained which has impact on the online shoppingbehavior of the consumers.2.5 Online purchase intention:Threedifferent dimensions are studied or emphasized in online purchasing are Humancomputer interaction (HCI), behavioral and consumerist orientations.