With rapid growth of the Internet and globalization of market, the retail sector has become an

increasingly competitive and dynamic businessman environment. Business and marketing activities are
affected by the invent of Internet technologies and the Internet is revolutionizing commerce, marketing,
retailing, shopping and advertising activities of products and services. There are several attractive
attributes of Internet to not only e - customers but also companies on time and money saving,
communicate, convenience, easy accessibility, selection from a wide range of alternatives, and the
availability of information for making decisions and all marketing activities can be performed via the
Internet efficiently. In the era of globalization, companies are using the Internet technologies to reach
out to valued customers and to provide a point of contact 24 hours a day, 7 days a week. E commerce
and e marketing are the two important terms in the new Internet -based business domain. Ecommerce can be defined as a way of conducting business by companies and customers performing
electronic transactions through the Internet. E - marketing, (also known as Internet Marketing, Web
Marketing, and Online Marketing etc.) can be defined as the promotion of products or services through
the Internet whereas; e-tailing can be defined as selling products and services by using the Internet.
Wang (2002) has provided a broad definition of e- tailing by defining it as the selling of goods and
services to the consumer market via the internet. According to Turban et al. (2006), e-tailing is defined
as retailing conducted online, over the internet. In general, the activities of e-tailing encompass three
main activities. They are: (i) a product search facility (often referred as a product evaluation or
information gathering facility), (ii) an on-line purchase function and (iii) a product delivery capability
(Koalas and Galbraith, 2000). Like general marketing activities of an organization, E-retailers have also
stick to the same 4Ps of marketing activities. They are: Product, Price, Promotion and Place. With
regard to the right products, e-stores can offer a larger spectrum of product offering like traditional
retailers in categories ranging from electronics to shoes. E-store is the Internet version of stores that set
up electronic storefronts on the Internet. It provides all kinds of products and renders service to the
ecustomer at the click of a mouse button and makes money by selling products directly to e-customers.
When it comes to the right price, e-stores can be operated with low profit margin because of the lower
cost and higher sales volume. As for the right promotion, e-stores have unlimited direct marketing,
advertising and selling opportunities. Finally, with regard to the right place; the location of e-stores is
not important in the Internet and e- customer can connect and purchase products and services from the
Internet at any time and place. According to Lim and Dubinsky (2004), e-store is defined as a commercial
web site on which e-customers can shop and make purchases.
According to Rao (1999), e-commerce offers increased market activity for retailers in the form of
growing market access and information and decreased operating and procurement costs. The
consumers can gain better prices due to the competition and also can enrich their knowledge on goods
and services. According to a survey conducted by Internet and Mobile Association of India (IAMAI) and
Indian Market Research Bureau (IMRB), the e-commerce market in India has garnered Rs. 9210 crore in
2007- 08, whereas e- tailing market was only about Rs. 1150 crore). In general, e-tailing industry, from a
business perspective offers an opportunity to cater to consumers across geographies, no operational
timings, unlimited shelf space and all this with miniscule quantity of infrastructure. For a country like
India, the growth in the e- tailing market is driven by the need to save time by urban India. Besides with

over 2.5 billion internet users, access to internet has also played an important role in growing the
markets.
Consumers decision-making process has considerably changed with the introduction of the Internet as
an alternative channel for shopping. The new wave of consumerism coupled with increasing
urbanization and burgeoning middle class with paradigm shifts in their demographic and psychographic
dynamics have driven consumers frequently to use retail websites to search for product information
and/or make a purchase of products. In India, the shift from physical stores to e-store takes place due to
the in-adequacy of time of consumers and the relatively high disposable incomes as well as due to a high
need for labor-saving goods and services (Gehrt, Yale and Lawson 1996).Again on the recent report of
Internet and Mobile Association of India (IAMAI), the Indian e-commerce market will gallop at an
impressive growth rate of 47 per cent to over Rs 46,000 crore in the year 2011. Comprising about 81 per
cent of the total e-commerce in the country, the online travel market, which includes booking rail and
air tickets, hotel accommodations and tour packages, is estimated to grow by 50 per cent and touch Rs
37,890 crore by December, 2011. E-tailing sector in India is expected to grow by 34 per cent and touch
Rs 2,650 crore in the year 2011. (http://www.deccanherald.com/content/147517/india - e-commerce market-cross.html). Bullish on the growth prospects of the online market, the Indian retail market has
observed that online spending has been skewed toward certain products in e-tailing. E-tailing, which
includes purchases of durable products such as electronic items, home and kitchen appliances, as well as
personal items like apparels and jewelry, constitutes 8 per cent of the overall e-commerce market in
India. The top E-tailers in India are indiatimes.com, fabmart.com, rediffshopping.com. They have
managed to retain their lead due to innovative business strategies, supply chain model and changing
urban lifestyles.

Methodology
Different techniques such as Questionnaires, Interviews and Observations, etc. have been used by
earlier studies for investigating attitudes in online shopping among different demographic regions,
varying age groups, tastes, expectance, interests, etc. For this study, a questionnaire based survey
design is chosen as it allows comparatively huge population simply and efficiently. Data has been
gathered from the sample population of 100 students, 50 housewives, and, 50 persons from general
public through questionnaire - based survey. The questionnaire was presented in a straight line to target
groups of different programs of the university. This is a survey - based research and is carried out
through a questionnaire, which was circulated among 200 students of different programs, 50
housewives, and 50 persons from general public through questionnaire -based survey. The
questionnaire was based on 5- point liker scale. They asked to point out the degree of their agreement
or disagreement on a statement ranging from
1 (strongly agree) to 5 (strongly disagree). First part consists of demographic evaluation using Basic
Questions about name, Sex, Age, Occupation, Income etc. Second part consists of perceived knowledge
about internet. It represents inclination for the usage of Internet for shopping online. Third part of the
questionnaire consists of issues involved in uncertainty and objectives to shop online. The
physiographic, emotional, social, and demographic risks and experiences affiliated with online shopping.
Other questions consist of Internet benefits or damages, which includes personal Internet support,
privacy, flow of data and training among securing the personal data. It has to examine four groups of
variables (i.e., customer attributes, appropriate factors, perceived uncertainty factors, and
medium/control advance factors) that forecast three types of online shopping vacillation (i.e., overall
hesitation, shopping cart rejection, and uncertainty at the final payment stage). We found that different
sets of interruption causes are related to different phases of online shopping uncertainty. The study
concludes with suggestion for various delay-reduction devices to help consumers close their online
decision hesitation. The questionnaire is distributed among the people of different demographics.
Students of HP universities and housewives from Summer hill. This ensured the validity of the responses
and research.

Literature Review
There are a number of research works have been done by researchers but only a few has been given,
related to the paper. Brown (1987) has suggested that the costs of a retail format refer to consumers
costs. Consumers incur non-monetary costs - time, effort and psychological costs -as well as monetary
costs. Savings in non-monetary costs are especially emphasized by non-store formats. Their appeal to
consumers has been the ease and convenience of shopping, freed from location and other constraints.
According to Rao (1999), E-commerce offers increased market activity for retailers in the form of
growing market access and information and decreased operating and procurement costs. The
consumers can gain better prices due to the competition and also can enrich their knowledge on goods
and services. Zhang and von Dran (2000) have found that certain aesthetic elements of a web-site are
considered as purchase motivators, while other aesthetic elements serve as hygienic factors (i.e.,
necessities) in purchase decisions from e-retailers. The color and background images of web-page are
also found to affect consumer choice.Tractinsky and Rao (2001) have argued that computer users,
particularly those who seek online substitutes to the physical shopping experience, would value
aesthetic designs just like consumers of other commodities. Ratchford et al. (2001) have told that
through Internet, consumers can gather information about merchandise and they compare a product
across suppliers at a low cost. They also can effectively analyze the offerings and easily locate a low price
for a specified product. Eroglu et al. (2001) have advocated that the most important thing in the
traditional retailing is physical store setting. According to them, it is largely determined by the cost of
real estate and the various physical objects required creating different sounds, aromas, colors and
lighting. The electronic retail growth of Indian market as estimated by Euro monitor report, has
already touched Rs. 2700 crores in the year 2010 from Rs. 400 crores in 2005.in 104 Online constraints
tend to be related to the screen resolution and the hardware that exists at the consumer end of the
channel. The hedonic factors in designing the web-site interface can be enhanced with symbolic,
nonverbal elements, which can be created by images, colors, fonts and videos and music. Zenithal
(2002) has defined that the success of e-tailing depends on the efficient web site design, effective
shopping and prompt delivery. The other e-store services are delivery on real time, return and
replacement process, period of filling out online orders form, speed of response time to e-customers
queries. Kim and Lee (2002) have suggested that the design of e-store influences consumers access to
e-store. In the e-store, website design, design of product and service comparison and information, time
to complete online order form, easy of searching product and service, screen layout, screen complexity,
page composition, information retrieval methods, information display, use of color and background,
assistance to the user and speed of accessing the e-store are notable factors attracting e-customers.
Doolin (2004) has specifically pointed out that e-tailing is the sale of products and services to individual
customers. According to him, the definition of e-tailing encompasses the sales of products or services
online. Rabinovich (2004) and Cao and Zhao (2004) have identified the challenges of e tailing industry.
This challenge begins with the response time of the web -server; moves to the amount of time the
customer must wait until the order ships, and also includes the time the shipping process takes. Delone
and Reif (2004) have found that at present customers are more likely to continue shopping online when

they have a greater experience of online shopping. It is also found that young adults have a more
positive attitude towards online buying. Lavie and Tractinsky (2004) have expressed the expressive
aesthetics of web- sites that convey a sense of creativity and uniqueness. This type of aesthetics is likely
to serve an important role when shopping for specialty goods. The expressive design is relevant to
specialty goods because of their unique characteristics that emphasized the shopping experience. Bauer
et al., (2006) have compared the services of online retail service vs. traditional retail services. They have
identified that the online retail services are broken into two rather distinct phases: the client interaction
phase taking place online and the fulfillment phase taking place offline. They also have suggested that
web-site quality is a matter of delivering both hedonic and utilitarian element

Objectives
To ensure the success of online business, it is important for the retailers to understand their
targeted customers. The aim of this study examines the significance of attitude toward online
shopping. The objective of the study was to determine relationship between utilitarian
orientation, hedonic orientation and perceived benefits with attitude toward online shopping. A
five-level Likert scale was used to determine students' attitudes towards online shopping. A selfadministered questionnaire, based on prior literature, was developed and a total of 173 students
were selected by random sampling. The analysis demonstrated the determinants of consumers'
attitudes towards online shopping.

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