Product Category vs Demographics

Abstract

To remain profitable, managers and researchers want to gain insights about products bought by e-shoppers in past and their future shopping interests. They also want to know, “what factors are creating difference in shopping behavior of these buyers.” This article addresses above situation by presenting product category-wise demographic comparison of past and future e-purchase intentions of e-shoppers. Results revealed significant differences in past e-purchases within gender, marital status, age, city of residence and occupational categories with respect to different product categories, surprisingly no such differences were observed in educational and family income categories. For future e-purchases intentions, significant differences were found within gender, city of residence, marital status, age and education categories. Here differences within occupational and family income groups were not observed. Maximum demographic differences were observed in product categories like clothing, books and auto parts.