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Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
K.K.Srivastava Guest Column
K.K.Srivastava
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SPOTLIGHT
What's pushing e-commerce?
Finding the way into the hearts and minds of indian consumers is not easy. And it took quite a few years for consumers to get convinced of the advantages that e-commerce offers. But of late they have taken to it with a gusto thatís unprecedented. whatís driving this change? The icmr survey throws up interesting findings that can help explain this phenomenon
 
Methodology

Using a structured questionnaire, The Indian Council for Market Research (ICMR) carried out a survey among Indian consumers in the age group of 18 years and above. The aim of the survey was to understand the penetration and scope of e-commerce in India. The survey was conducted in five cities across India, namely Delhi, Mumbai, Kolkata, Bangalore and Chennai. The sample size of the survey and the number of respondents was 500.
 
How often do you use e-commerce sites?

E-commerce in India is booming with practically anything and everything available online. According to the survey, in the current scenario, 38% of the respondents indulge in online shopping activities very often and are regular users of e-commerce sites. Only 2% of the respondents said they never use them.

          
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