Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Jan07-Article2-Evaluating Potential of Online Sales by "Electronic Shopping Test": A Conceptual Framework
- Price : 80.00
- Published on January 2, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Companies look at online sales as an experience rather than an investment. They still confuse how many consumers are ready to buy online. In addition, products have different acceptance level among customers and not all products can be sold at web stores. ES Test is a simple three steps approach to determine potential of online sales. By ES Test, consumer attitude towards online shopping, familiarity and confidence, and product characteristics are evaluated and overall ES Test is measured. Any score higher than 20 shows suitability for online sales. This study tried to establish relationship between potential of online sales mainly with three factors. Results showed that there is significant relationship between potential of online sales and consumer attitude towards online shopping, product characteristics, and familiarity and confidence. Evaluating of selling Malaysian Airline ticket by ES Test indicated that Malaysian Airline ticket is a suitable product for selling online in Malaysia.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.