Factors effecting purchase decision in online retail system in India

This paper is based on online retailing in India. It represents the positive and negative expression of Indian consumers. Though India has witnessed the rapid growth in the field of technology and communication but when the matter of online payments Indian consumer still has some dissonance and fear. In this research qualitative as well as quantitative analysis has been made to identify the key factors that affect the Indian consumer in making online purchase. The questionnaire has been made in the manner to locate the effecting attributes.