Information search Having recognized a problem or need, the next step may takes the Evaluation of alternatives Purchase decision Post – Purchase behavior

146 7 Aesthetics It is the subjective dimension indicating the kind of response a user has to a product. It represents the individual’s personal preference. 8 Perceived Quality It is the quality attributed to a good or service based on indirect measures Purchase Decision Process At the fifth stage of the above is only used in specific purchasing situations, for example when the first purchase of a product or product purchasing expensive and rarely done, while the most purchases are made with a low- involvement does not involve extensively. Needs are aroused quite satisfied with the re-purchase. The picture above shows that among the alternative evaluation stage and there is interest in the purchase decision to buy early, which measures the tendency of customers to perform a particular action of the product as a whole. Kotler and Keller 2012, p. 188, has formulated a model decision-making process of five stages, covering: 1. Problemneed recognition This is often identified as the first and the most important step in the customer’s decision process. A purchase can not take place without the recognition of the need. The need may have been triggered by internal stimuli such as hunger or thirst or external stimuli such as advertising or word of mouth.

2. Information search Having recognized a problem or need, the next step may takes the

information search stage, in order to find out what they feel is the best solution. This is the buyer’s effort to search internal and external business environments, in order to identify and evaluate information sources related to the central buying decision. Your customer may rely on print, visual, online media or word of mouth for obtaining information.

3. Evaluation of alternatives

As you might expect, individuals will evaluate different products or brands at this stage on the basis of alternative product attributes – 147 those which have the ability to deliver the benefits the customer is seeking. A factor that heavily influences this stage is the customer’s attitude. Involvement is another factor that influences the evaluation process. For example, if the customer’s attitude is positive and involvement is high, then they will evaluate a number of companies or brands; but if it is low, only one company or brand will be evaluated.

4. Purchase decision

The penultimate stage is where the purchase takes place. Philip Kotler 2009 states that the final purchase decision may be ‘disrupted’ by two factors: negative feedback from other customers and the level of motivation to accept the feedback. For example, having gone through the previous three stages, a customer chooses to buy a new telescope. However, because his very good friend, a keen astronomer, gives him negative feedback, he will then be bound to change his preference. Furthermore, the decision may be disrupted due to unforeseen situations such as a sudden job loss or relocation.

5. Post – Purchase behavior

In brief, customers will compare products with their previous expectations and will be either satisfied or dissatisfied. Therefore, these stages are critical in retaining customers. This can greatly affect the decision process for similar purchases from the same company in the future, having a knock-on effect at the information search stage and evaluation of alternatives stage. If your customer is satisfied, this will result in brand loyalty, and the Information search and Evaluation of alternative stages will often be fast-tracked or skipped altogether. In correlation of the variable quality of the products that have previously been described and used as an indicator to see the dimensions of the quality of existing products, and presumably it has a relationship to the consumer in the purchase decision process motorcycle Honda CB 150R in Bandung city, Indonesia. Overall, the product quality refers to the characteristics of a product which describes the performance of the product as expected by our customers to meet and satisfy the customers wishes Pride and Ferrell, 2010. Based on research Saidani et al. 2013, it is known that the quality of products significantly influence consumer purchasing decisions. Manufacturers must maintain the quality of products produced to maintain the competitiveness of similar products. The reason is consumers always compare each product 148 to obtain the best quality. Results of research Haghighi et al., 2012 states, consumers make the product quality as the most important factor in determining purchasing decisions. It is also in accordance with the findings of the research Ryu and Han 2010, which reveals the role of quality as a major factor influencing customer satisfaction. Results of research Kaura 2012 states that the consumers always consider the quality of products and the prices in determining purchasing decisions. THE METHODOLOGY OF RESEARCH This study was conducted with a case study on consumers who have purchased the Honda CB 150 R. Bandung as one of the major cities in Indonesia with high population density. Moreover, the city itself is one of the student city many local residents and outside were in Bandung to the lifestyle of todays young generations, motorcycles are not only a means of transportation, but became one of the lifestyle of the people of Bandung. Honda CB 150 R is one of motor sport by targeting the youth market, because it created with a design like young people today. According to the analysis tools are used, the minimum sample size is 100 respondents. Retrieval of data and information by distributing questionnaires and surveys are the most appropriate strategy to describe consumer opinion. The questionnaire is designed to obtain sufficient information to gauge how important variable factors influencing the quality of the consumers decision to purchase. The questionnaire contains a number of closed questions using a 1-5 Likert scale strongly disagree - strongly agree. The aim with surveys and questionnaires, we would like to see how consumers opinions about the quality of the Honda CB 150 R in general. To analyze how the quality of the Honda CB 150 R, the consumers are asked to fill out a questionnaire. In part one of the questionnaire, participants will be asked to fill in personal information. In the second part, the participants will be asked to fill in their opinions about the quality of the Honda CB 150 R and making purchasing decisions. Participants are asked to part questionnaire which show either positive or negative response to the statement of the questionnaire with a Likert scale 1 to 5 strongly disagree - strongly agree. This study utilizes statistical analysis 149 and SPSS software to test the association between variables and to test the hypothesis of the study. REFERENCES Aaker, D. A., Kumar. V., Day, G. S. Leone, R. P. 2011. Marketing research. 10th ed. Hoboken NJ: Wiley. Belch, Michael A. Belch, George E. 2004. Advertising and Promotion an Integrated Marketing communications Perspective 6 th , ed., McGraw-Hill. New york. Gasperzs, Vincent,Dr. 2001. Total Quality Management. Jakarta: GramediaPustakaUtama. Hawkins, D. I., Mothersbaugh, D. L., Best, R. J. 2007. Consumer Behavior: Building Marketing Strategy. New York: McGraw Hill Company Inc. J. Paul Peter, Jerry C. Olson. 2004. Consumer Behaviour and Marketing Strategy, McGraw-Hill Higher Education. New york. Kotler, Philip, and Amstrong, Gary. 2010 . Principles Of Marketing, Global Edition, 13 Edition. United States of America: Pearson Education. Ratchasima,N. and Kanjanawattanawong,N.A. 2014, “The Marketing Mix and Demography Factors Affecting The Decision to Purchase A Residence in The Housing Project In Muang District”, Society of Interdisciplinary Business Research, Vol. 3, pp. 131-133 Shareef, M.A., Kumar A., Kuma, V. 2008, “Role of Different Electronic- Commerce EC Quality Factors on purchase decision”, Journal of Electronic Commerce Research, Vol. 9 NO. 2, pp. 92-99 Narteh, B., Odoom, R., Braimah, M. and Buame, S. 2012 , “Key drivers of automobile brand choice in sub-Saharan Africa”, Journal of Product Brand Management, Vol. 21 No. 7, pp. 516–528 Yee, C.J., San, C. and Khoon, C.H. 2011, “Consumers’ Perceived Quality, Perceived Value and Perceived Risk Towards Purchase Decision on Automobile”, American Journal of Economics and Business Administration, vol.3 No.1, pp. 47-57 Ginder, G., Aslihan, D., Spaulding, Kerry, W., Tudor. and Randy W.J, 2009, “Factors affecting crop insurance purchase decisions by farmers in northern Illinois”, Agricultural Finance Review, Vol. 69 No. 1, pp.113-125 Opara, B.C. and Uboegbulam, G.C, 2015, “Empirical study of family purchase decision for durable goods”, International Journal of Arts Sciences, vol.08 No. 04, pp.219-228 150 Tirelli, C. and Ruiz,M.P, 2014, “Influences of product attributes on sojourners’ food purchase decisions”, British Food Journal, vol. 116 No. 2, pp 251-271 Ndubisi, N.O. and Koo,J., 2006, “Family structure and joint purchase decision”, management research news, vol.29 No. ½, pp. 53-64 Xia, Y., Ahmed, Z.U. and Ghingold, M., 2006, “Spousal influence in Singaporean family purchase decision-making process”, Asia Pacific Journal of Marketing and logistics, Vol. 18 No. 3, pp. 201-222 Stoean, L., 2016, “decision process in car purchase”, Quality – Access to Success, vol. 17 No s1, pp. 382-388 151 Analysis Of Impulse Buying Affected From In-Store Stimuli, Hedonic Shopping Value And Fashion Involvement On Fashion Products Helmi Setiawan Muhammad helmi_setiawan.muhammadyahoo.com 1 Bintoro Bagus Purmono fatihtravel92gmail.com 2 1,2 Full Time Students, Master of Management Program, Faculty of Economics, and Business, Universitas Padjadjaran MM FEB UNPAD Introduction Background Research The purpose of this article is to investigate the influence of in-store stimuli, hedonic shopping value and fashion involvment on fashion products from costumers perspective in Bandung by gathering the information using Interview,and also Questionnaire that designed to fulfill this article aims. Indonesia with a population more than 255 million people are potentially making purchases on impulse. Indonesian consumers have unique characters which are short-term and unplanned thought when they wanted to buy something. Irawan, 2007. The number of the population of Indonesia has high rates of household consumption to fashion sub-sector in the country, it shows the interest and the intensity to purchases the product from the domestic fashion industry. Research conducted by Nielsen 2011 also shows that the people of Indonesia, especially in big cities tend to make impulse buying behavior. Based on the results of the survey in 2006 showed that approximately 85 of consumer spending their money with unplanned. Survey conducted on consumers who purchase the items in modern retail stores in several big cities in Indonesia including Jakarta, Surabaya and Bandung. The intensity of these purchases, it is possible from many purchases made by consumers, and some other purchases in fashion product purchases are made without ever planned. The unplanned purchase is referred to as impulse buying Gutierrez, 2004. Impulse buying is the purchasing activity immediately without any prior planning on entering the store. This means that in the process of purchasing decisions, consumers are not always planned from the beginning to buy the goods they wanted. Mowen Minor, 2002. 152 Behavior of impulse buying can not be separated from their motivating factors. Impulse buying is possible due to the existence of the stimulation pulled from stores when consumers see a product or a particular brand so that consumers are keen to get it Utami, 2010. impulse buying is an emotional decision, fashion involvement and hedonic shopping value can be a motivating factor for the consumers themselves to commit acts of impulse buying. Schiffman dan Kanuk, 2007. Hedonic shopping value is another factor that is believed to affect impulse buying for themselves. Hedonic shopping behavior refers to recreation, a sense of excitement, a state of intrinsic motivation and stimulus-oriented Nguyen, et al. 2007. And also that the hedonic needs to have a goal to get experience is dominated by entertainment, emotional, and recreational needs. Levy, 2009 In the modern era like today which is developing fast in many sectors, fashion is one of the sectors that important things can not be separated from some people in their activity. Fashion product is anything that is used by a person with the intent to protect and beautify the appearance of body parts. The outer appearance is something important depict the lifestyle. Hence, people do not be surprised if the fashion becomes means that can classify a person in certain segments of society. Chaney, 2004. Fashion involves two elements in the form of signs and codes. Signs is a material or act which refers to something, while the code is a system that organizes and connects between one sign with another sign. Barata, 2010 A numbers results from previous researchers that the research conducted by Chen 2008 and Bong 2011 on in-store stimuli, the research conducted between Park, et al 2006 and Tirmizi, et al 2009 regarding the involvement of fashion, as well as research between Rachmawati 2009; Park, et al 2006 and Gutierrez 2004 of hedonic shopping value, the effect of the above three variables to variable of impulse buying have common conclusion that the variables have an effect to impulse buying. With the avenues of a variety of stimuli that can make impulse buying, the intense competition in the fashion industry trigger a research and innovation that bring new products, as well as the enthusiasm of the 153 modern lifestyle of high-income society to meet the needs of fashion. High- income people make purchases without previously planned, especially in the impulse buying of fashion products. High-income people are more likely tend to buy with impulse buying. The purchased product capable of expressing identity and social class, then they are likely to purchase sooner. Kotler, 2007. The respondent of this research would be expected come from a high- income society in Bandung has more than Rp.10.000.000 monthly income. According to the World Bank, a person classified poor if it does not have the level of spending Rp.540.000 per person each month or have income 2 day. People who have expenditure Rp.5.000.000 month for fashion are set to be the object of the respondents in this study had more than enough ability to meet basic needs, so they still have excess spending to meet their lifestyle needs. The rest of the paper is organized as follows: Section II gives a brief description of the literature review and section III presents the research methods. At last, section IV is the statement of research purpose, limitation, and originality. This study can help fashion retailers to choose a strategy for specific target market high-income society. Also, this study provides an opportunity to identify the potential success applications into stimulating high-income society to buy fashion products without planning. LITERATURE REVIEW Impulsive Buying Purchase decisions are usually conducted by planned decisions, and sometimes also purchasing decisions have unplanned buying decisions. Unplanned buying also called impulsive buying. Bayley and Nancarrow 1998. Impulsive buying are sudden buy by people without plan to buy the products before, and it had joy, sudden interest, consideration about the alternative solution on product, etc. Rook, 1987; Khan, 2015 Impulsive buying had two dimensions to scale, 1 Cognitive Impulsivity, 2 Affective Impulsivity. The former is spontaneous desire without planning to buy the product, and the latter is the desire that can not hold to buy the products. Silvera et al, 2008. 154 Hedonic Shopping Value and Impulse Buying Hedonic Shopping Value on Impulse Buying is the pleasure on taking a decision on buying the products and also makes an emotional experience with different types of expression with buying the products. Kusuma, 2013. Peoples may have emotional experience from hedonic shopping value such as cheer, jealousy, fear, passionate and joy. The Emotions are related motives on hedonic buying Kusuma, 2013; Chauduri, 2015. As hedonic shoppers, they have different motives and those consumers are asserted to satisfy their needs from different types of expectations. Arnold and Reynolds, 2003. The shopping value on hedonic is not just having the product and had more meaning such as spent time with friends, follow new trends and discounts, etc. it beyond just purchasing the product. Babin, et al. 1994. In fulfilling the consumers needs as retailers the focus is on the pleasure side of hedonic shopping value because the importance of consumers hedonic experience to gain the competitive advantage of experience. Arnold and Reynolds, 2003. A study that stated Hedonic Shopping Value had the positive relation with impulse buying by giving an experience customer satisfaction hedonic positive shopping value without any prior on purchasing the product before.Wakefield and Baker, 1998; Arnold and Reynolds, 2003, Gultekin and Ozer, 2012 In-Store Stimuli and Impulse Buying Store environment is one of the reasons people to buy products, the store environment is giving an experience on consumers to had a tendency to buy products by influencing consumers behavior to give positive value on non-physical experience such as the sales or price discounts, perceived crowding, and employee friendliness etc. Store atmosphere also gives positive value on physical experiences such as accessibility, smell scent, sight visual and auditory etc. Mattila and Wirtz, 2001; Mihic and Kursan, 2010, Yang et al., 2011; Khan et al., 2015 A study that stated in-store stimuli store environment had the positive relation with impulse buying by giving an experience towards the in-store environment without any prior on purchasing the product before Mihić and Kursan ,2010; Yang, 2011. 155 Fashion Involvement and Impulse Buying Fashion involvement is about how the consumers act on the fashion products that they follow, and the interest on fashion are influenced by behavior of the consumers on fashion, and characteristics of the consumer. Park et al., 2006. The characteristics of consumers that know the fashion products influence their buying decision. Kim, 2005. Behavior of consumers are how they react or experience the product before and their knowledge for the decision on buying fashion product. Based on some of the above definition can be concluded that the fashion involvement is the involvement of a person with fashion products for their needs on interests value of the product. Making purchasing decisions on involvement fashion is determined by several factors: consumer characteristics, knowledge of fashion, and buying behavior. Conceptual Model Framework for this paper according to theory, there is relations between each independent variable hedonic shopping value, In-store stimuli, and fashion involvement toward dependent variable impulsive buying Figure 1 - Framework 156 RESEARCH METHODOLOGY Procedures This paper conducts a survey of consumer who had bought fashion products without planning by using non-probability sampling method and the snowball sampling method. The questionnaires were distributed to a consumer who had bought fashion products and filtered the respondents with specific questions. Sample characteristics The questionnaires distributed to every person who bought fashion products until 100 people who meets the criteria which have income more than Rp. 10.000.000 per month, expenditure on fashion more than Rp 5.000.000, and also bought a fashion product by impulsive buying. Operationalization of Variable The questionnaires on this study conducted from the dimension of each variable, there is Hedonic shopping value X1, In-store stimuli X2, Fashion involvement X3 and Impulsive buying Y, each variable is based on the consumer perspective. From a consumers perspective, self-administered questionnaire was developed based on the existing scales in the context of fashion products. Following the dimension for this models: Factors and Items Hedonic Shopping Value Shopping for refreshing Shopping for killing time and having fun Shopping as desire not needs Found unique things make happier Having an adventure around the world when shopping Shopping in store happier rather than not shopping in store While shopping feels joy In-store Stimuli Experienced Salesperson greatly assist consumers Cleanliness and fragrances create comfort store atmosphere Sound of music create store atmosphere Lighting match the store atmosphere Displays visually attract for shopping Store atmosphere entertain for shopping 157 Fashion Involvement Consumers have fashion products with latest models Fashion important for supports the activities Prefer if the fashion products is different with others Fashion products show character Happy to seek information on the latest models of the fashion products Immidiately entering fashion stores while shopping Tend spending the money mostly on fashion products Impulsive Buying Often buy fashion products spontaneously Sensitive to special deals for impulsive buying Buying without think first just based on desire Ignore consequence on buying fashion products Can not resist desired fashion products Questionnaire Design The questionnaire design will be in Bahasa Indonesia. This questionnaire will be divided into two different sections profoundly. The first part of the questionnaire requires the data of respondents containing age range, gender, income per months, and expense on impulse buying. The second section of the questionnaire contains the statements that ought to be answered by the respondents and is divided into four sections, three of which were independent variables and one dependent variable. With the scale from 1-5 used to answer the statement, as number 1 expresses very disagree opinion and risen to very agree up to number 5. The whole statements were directly adapted from the dimension of operational variables. Data Analysis This paper will conduct the number of analysis such as reliability test using Cronbachs alpha, validity test using KMOs, descriptive statistic of respondents, and ultimately using multiple regression analysis to conduct the effect of each independent variables affecting dependent variable to verify relations between each variable. Research Result Expectation, Limitation, and Originality The results of this study are to make better comprehension. in terms of impulse buying which influenced by hedonic shopping value, in-store 158 stimuli, and fashion involvement, and this study expected that there will be a positive correlation between each variable of independent variables and dependent variable as well, and also results of this study would help fashion retailers to choose the strategy for specific target market of high- income society. Moreover, this study provides an opportunity to identify the potential success applications to ameliorate high-income society for buying fashion products without planning. This study is would only conduct towards high-income society in Bandung, among big cities in Indonesia. Bandung is one of three cities that has growing impulsive on buying fashion products in fashion mall. The limitations of this study are scale samples of the respondents due to specific respondents which is high-income society in Bandung. ACKNOWLEDGMENT In February 2016, Rikkyo University and Magister Management of Faculty of Economics and Business Padjadjaran University held the 5th International Joint Seminar in Tokyo, Japan. This research and event were fully supported by Lembaga Pengelola Dana Pendidikan LPDP of Ministry Finance in Indonesia as the main sponsor. We would like to show our gratitude for their funding assistance that greatly helped the completion of this paper and the realization of the seminar. 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Yang, Dong-Jenn; Huang, Kuang Chuan and Feng, Xuanxiaoqing 2011 “A Study of the Factors that Affect the Impulsive Cosmetics Buying of Female Consumers in Kaohsiung”, International Journal of Business and Social Science, Vol. 2 No. 24, pp. 275-282 161 A Brief Description Of Current E-Commerce Market Landscape In India Kevin Allan Maha kevinallanmahagmail.com 1 Sikandar Hasib sikandar.hasibgmail.com 2 1,2 Full Time Students, Master of Management Program, Faculty of Economics and Business, Universitas Padjadjaran MM FEB UNPAD RESEARCH BACKGROUND Commerce is referred to all activities including the purchase and sales of goods or services, marketing, sales, payment, fulfilment, customer service etc. Electronic commerce is performing commerce with the use of computers, networks and commerce-enabled softwares more than just online shopping Kalakota B.Whinston, 2009. Economic reforms started in 1991 in India; as a result it opened the doors of financial system with maintaining in mind to integrate the Indian economy with the worldwide financial system. As an after-effect of globalization, technological headway occurred in India. Most recent two decades have seen a dramatic change in conditions from the aspects of digitization in India. The impact of technical advancement and web is significant in Indian society. The commercialization of the web has prompted to the introduction of e-commerce and the impact of e- commerce has showed up in all types of business. By going through the aspects mentioned below we can create a better understanding of contemporary Indian e-commerce. 1: Conceptual framework of E-commerce in India: Today the influence of e-commerce is significant in Indian society and it has transformed into an essential bit of our everyday life. There are various types of websites; some of them are offering products and services from multiple categories and some others are only operating in a specific category. Below is the list: • Multi Product E-Commerce: Those internet portals which deal in multiple categories; they are targeting buyers of every possible productservice, such as www.flipkart.com, www.snapdeals.com, www.amazon.com. • Single Product E-Commerce: There are various Indian portalswebsites targetings the customers from a specific category like 162 http:www.indiacar.com and http:www.automartindia.com from automobile sector. • Stocks and Shares and E-Commerce: online trading is gaining popularity among its’s target customers like www.icicidirect.com. • Real Estate and E-Commerce: Portals like www.99acres.com facilitate online dealing in real estate. • Travel Tourism and E-Commerce: According to Times of India report, the biggest e-commerce portal in terms of profit from India is Indian Railway Catering and Tourism Corporation www.irctc.com • Matrimony and E-Commerce: It is said that marriages are made in heaven, but in the world of E-commerce they are made on marriage portals like http:www.jeevansathi.com meaning life-partner.com in Hindi. • Employment and E-Commerce: Portals like www.monsterindia.com and www.naukri.com are opening doors for job seekers. 2: E-Commerce and Indian economy: In a scenario when Indian economy is consistently showing good sign of growth, with the average GDP growth rate at 7.5 in 2015-16, the purchasing power of an average Indian is also increasing. Indian consumers are heading towards adopting advance technology. Right now India is the second largest market after China for smartphones with 220 Million users. The environment for doing business in India is very friendly; it ranked 12 th for ease of doing business. The growth of e-commerce in India is very sharp and the expected growth of the sector will be 220 billion by the year 2020. The numbers are in billions USD Source –IAMAI, Media reports IAMAI: Internet and mobile association of India 163 Online Shoppers of Total Internet Users as a Euromonitor,Deloitte Analysis, Media report In the wake of observing these pointers, one can say without much of a stretch that eventual fate of e-commerce in India will be positive. 3: Mergers Acquisitions MA Mergers and acquisitions have generally centered around of those companies which operates in the logistics, payment solutions and digital advertising space. It is assessed that a total of 930 MA deals with a total estimation of USD 26.3 Billion took place in India in 2015. Companies like Flipkart and Snapdeal have wrapped some big acquisitions. 4: Key Trends Driving E-Commerce in India 4.1 Government initiatives gaining momentum: The approach of The Government of India is proactive. GOI understands the impact of e- commerce and it uses e-commerce as a tool to spread its programs. Below is the list of some of them; • Digital India is an initiative to ensure that government services are made available to citizens electronically by improving online infrastructure and by increasing internet connectivity. • Startup India is intended to build a strong ecosystem for nurturing innovation and Startups in the country. • Make in India is an initiative for improving the business environment in the country, enabling manufacturing, and allowing FDI in key sectors. 164 4.2 Increase in internet penetration: The rise in internet penetration due to major improvements in the telecom infrastructure has played a significant role to push the growth of e-commerce in India. Number of 3G and Mobile Internet Users in million Source: Mobile Internet in India, 2015 IAMAI 4.3 Growth in smartphone adoption driving mobile based E-Commerce sales: According to industry leaders in the e-commerce sector, almost 70- 75 of their online traffic comes from mobile phones and thus higher revenues are coming from mobile applications. For example, 50 for Flipkart. 4.4 Evolution of new payment solutions: Although Cash-on-Delivery CoD is still the number one mode of payment, but the government schemes like ‘’Jan DhanYojna’’ and demonetization of Indian currency are pushing average Indian to go cashless. Other payment methods are also gaining rapid popularity. Modes of Payment for E-Commerce Source – Company data, Deloitte Research 165 4.5 Logistics space witnessing partnerships with hyper-local companies and India Post: There is an expanding frequency of associations of e- Commerce companies with the third party logistic services with the desire to reach to tier 2 and 3 cities. Some leading portals like Flipkart haves established their own logistic for better customer experience.

5. Key Players •