Online Purchasing Intention for Durable Goods – An Exploratory Study in Vadodara, India

As markets expand, new modes of purchasing are being made available to customers. Especially, after the growth of internet, the modern era could be that of virtual markets. This paper studies the online purchasing intention of consumers in the city of Vadodara, Gujarat, India for Durable Goods. In India, people have tended to purchase small items, electronic items which are of lesser value. Generally, it has been seen that major purchases happen through the physical markets only. Hence, it is important to know the purchasing intention of people for durable goods through the internet. This research was conducted by testing the Theory of Reasoned Action and Planned Behaviour by Ajzen and Fishbein. It was found that respondents have a positive intention for online mode. There is negativity only in terms of belief about online shopping.