Rural Consumers of E-Retailing in India

Abstract

With the innovation of an Internet, the consumer behavior has also started to change from last decade. E-Retailing is a concept which has boosted both information technology and market. Just by single click, consumer can purchase any product Online. He can cross examine the prices, quality, features and many more simultaneously. E-Retailing is an simplified way of doing business both for company and consumers. In last 10-15 years, an Indian government has also started to invest huge amount by which investors are getting opportunities to work on E-Retailing sector. But if we see the types of the customers of E-Retailing then we get that most of the customers are from metropolitan cities and other big cities. Almost 70% of Indian population lives in rural area which is still far from E-Retailing and even investor don't have any future plan to make this population as a part of this business. The paper focuses on the issues and suggests the solutions.