Results And Interpetations

• There is a strong inter-dependence between a few variables affecting online buying behavior. For example, owning a credit card, gender and E-banking has a significant impact on the frequency of online purchases whereas age and income of the respondent does not. Also, gender does not have any impact on the average amount spent per purchase made online.
• Depending on the reasons for a person to be online, consumers have been divided into homogeneous groups. Based on cluster analysis we could divide the respondents in three clearly distinct groups. These are ‘Leisure Hunter’, ‘Regular Web Person’ and ‘Dedicated Surfer’.
• Consumers have been further divided into four clusters on the basis of factors which influence them while making an online purchase as ‘The Surgical Shopper’, ‘The Enthusiast Shopper’, ‘The Casual Shopper’ and ‘The Reluctant Shopper’.
• We could also arrive at five factors which can explain the data with 66.88% significance. These factors could be categorized into ‘Trust’, ‘Convenience’, ‘Risk propensity’, ‘The Power Shopping’ and ‘Neglect’.
• The most popular product category sold online is Air/Rail Tickets followed by books. 
• It must be noted that both the above products have relatively low touch-and-feel need. Gifts, Electronic Products and Car & Hotel rental are also very popular with the Online.
• Discriminant analysis shows that Gender, Credit Card, E-banking, Use of SNS and Age significantly differentiate between those who shop online and those who do not.