Professional Women Behavior Pertaining to Online Shopping in Pakistan

Abstract

While developing countries are increasingly benefitting from the convenience and time savings brought by online shopping, the concept has not gained much popularity in Pakistan. Keeping in view the rise in the number of professional women in Pakistan and their struggle with work-life balance. The paper attempts to find out why professional women in Pakistan are not taking advantage of online shopping facility followed by recommendations regarding how online shopping experience can be made better for them. Purposive sampling was used to select 30 professional females for collecting the data. A semi-structured questionnaire comprising of 20 items was used to obtain the data. Grounded theory was used to identify the key factors involved in the online shopping behavior of professional women. The research findings revealed, firstly, that professional women are more likely to purchase online when complete product information in terms of Price, Variants, Mode of Payment and Brand history was provided. Secondly, Seller Credibility was found to be a major factor influencing the online purchase decision. And lastly, Buyers prefer delivery within 3 days to one week along with an exchange/return option to increase their confidence level in online purchases. This research shall help in increasing the online shopping trend in Pakistan which will help professional women in maintaining work-life balance through a suggested online shopping framework.