EFFECT OF CONSUMER AGE GROUP ON ONLINE SHOPPING BEHAVIOUR: SPECIAL REFERENCE TO MAHARAGAMA DIVISIONAL SECRETARIAT DIVISION

Abstract

On-line shopping is a recent phenomenon in the field of E-Business and is definitely going to be the future of shopping in the world. The study examines whether there is a change in the tendency of consumers to buy products through online stores according to age group. The research employed a questionnaire to collect empirical data from 314 consumers by using convenience sampling in the two Grama Niladhari divisions of Wijerama and Maharagama town in the Maharagama divisional secretariat division in the Colombo district of the western province. Accordingly, IBM SPSS Statistics version 26 was utilized for data analysis. One Way Anova was conducted. The age groups were categorized as children, young and adults. Through data analysis, it was identified that there is a difference between child adult groups and adults young groups in purchasing products through online stores. Therefore, it is important for online store owners to be aware of age groups and use different strategies to promote their marketing. Several managerial implications are discussed along with the scope for future research.