A Behavioural Study of Non-Durable Goods on E-Commerce Platforms in Delhi NCR
DOI:
https://doi.org/10.17762/msea.v71i4.609Abstract
The purpose of this study is to analyze consumer buying behaviour on online platforms. It has been analyzed that the Consumer buying basket has changed a lot over the period of time. The primary focus of the study has been to identify the online preference basket of consumers for non-durable goods like- clothing, food, cosmetics, etc. based on the primary survey of 220 consumers of Indian origin in the middle-income groups. The study explores, Marshallian (uncompensated elasticity) which captures the income effect of and substitution effect with the help of the LA-AIDS Model. It has been observed in the paper that clothing and cosmetics act as complementary goods in the consumer preference basket, whereas food becomes the choice and acts as the substitute for clothing and cosmetics in the consumer online buying bracket.