Online retailing in India has shown tremendous growth in the recent years. However as compared to the other countries leading in online retailing, India is still in its initial stage of development. The purpose of this study was to explore the factors influencing the online buying behavior of the college students. Convenience sampling method was used to select the sample of 25 college students and qualitative content analysis was used for analyzing the textual content of the depth interview data. The main influencing factors for online shopping were identified as availability, low price, promotions, comparison, convenience, customer service, perceived ease of use, attitude, time consciousness, trust and variety seeking.


Online Buying, Qualitative Analysis, College Students, Depth Interview

Author Bio(s)

The first author, Vilasini Jadhav, is an Assistant Professor of Marketing at the K.J. Somaiya Institute of Management Studies and Research, Mumbai, India.

The second author, Dr. Monica Khanna is an Acting Director and Professor of Marketing at K.J. Somaiya Institute of Management Studies and Research, Mumbai, India.

Correspondence regarding this article can be addressed directly to: Vilasini Jadhav at, vilasini@somaiya.edu; Phone: 91-22-67283020; Address: K.J. Somaiya Institute of Management Studies & Research, Vidyanagar, Vidyavibar, Mumbai 400 077, India.

Publication Date


Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.