A Study on Brand Loyalty of the Customers towards Online Shopping Sites in Ahmedabad District, Gujarat

Abstract

This study is carried to explore the consumer brand loyalty towards online shopping. Total 196 respondents are surveyed having an age of more than 18 years. The study is restricted to Ahmedabad District only. For carrying out this study, single cross sectional design is used wherein primary data are collected by personally contacting the respondent by survey. Kruskall Wallis H Test, Independent sample t-test, Factor Analysis and ANOVA are used as a statistical techniques to test various hypothesis. This study explores the relationship among E-Quality, E-Trust, E-Satisfaction and E-Loyalty. The key findings include the People in lower age are less loyal than higher age prices are weighed as equally important for both males and females and there is no significant difference amongst them in terms of prices being a factor for patronizing a site. The study reveals that students tend to put a higher weight on payment options while buying online. The study reveals that Flipkart is the most preferred destination for Online Shopping amongst the respondents.