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Indian Teens’ Buying Behaviour towards E-Commerce

In: Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux

Author

Listed:
  • Ruchika Dawar
  • Sonika Siwach
  • Sapna Sehrawat

Abstract

E-commerce in India has been experiencing remarkable growth, successfully changing the way people transact. The pandemic has accelerated the shift towards a more digital world and triggered changes in online shopping behaviours that are likely to have lasting effects. Social media has become integral to the teen market’s online shopping experience. Food and clothing are the primary sources of expenditure among teenagers, followed by health and personal care for girls and video games for boys. Of the adolescent spending, 42% is directed to social uses, such as food, video games, music, movies, events, or books; 38% to clothing, accessories, or shoes; and 15% to beauty and personal care. The research was conducted to study the factors that affected teenagers’ online shopping. This objective led to the formation of a questionnaire which focuses on collecting information on the current e-commerce trends of Indian teenagers. The study was conducted online, involving those in the age group ranging from 13 to 19 years over a period spanning two weeks. The study focuses on determining gaps in the Indian market for teenagers in order to cater to them in a better way.

Suggested Citation

  • Ruchika Dawar & Sonika Siwach & Sapna Sehrawat, 2025. "Indian Teens’ Buying Behaviour towards E-Commerce," World Scientific Book Chapters, in: Vinita S Sahay & Chandan Parsad & Raveesh Krishnankutty & Aviral Kumar Tiwari (ed.), Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux, chapter 15, pages 183-199, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811292101_0015
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    More about this item

    Keywords

    Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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