AN EMPIRICAL EXPLORATION OF THE PERCEPTION OF SELECTED STORE-BASED RETAILERS ON ONLINE RETAILING

Abstract

Online-shopping has brought producers and suppliers with critical assess to millions of final consumers through the distribution channels. It also offers customers access to assortment of products, as well as information on all those products. The present study is an attempt to explore the factors perceived by brick and motor retailers (traditional retailers) regarding the effect of online retailing in their business by employing the data obtained from selected stored based retailers in Aizawl (Mizoram). The data were collected from 70 store based traditional retailers in Aizawl selling different products such as garments, footwear, electronics and accessories etc. The study shows that suppliers, customers, competitions and product attributes are the significant factors perceived by the traditional retailers about online retailing.