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Introduction
The article under review is “Consumer Behavior in Online Shopping: A Study of Aizawl” by Amit Kumar Singh and Malsawmi Sailo. It was written in 2013 to describe the trends of Internet commerce that characterize the Aizawl region. While the article effectively utilizes the authors’ credibility, the relevance of the research, structure, organization, and illustrative material, other aspects like misapplied methodology and lack of convincing evidence appear to be unsuccessful and need improvement.
Main body
The article explores the behaviors and attitudes towards online shopping among citizens of Aizwal, India. The journal’s purpose is to discover the trend in e-shopping from customers’ perspective to apply the information in Internet retailing. The intended audience of the article is the companies that practice e-commerce. The authors use the survey research method and primary data collected via questionnaire from the sample of 30 respondents of various ages, professional backgrounds, and incomes to examine their preferences in online shopping. The main findings suggest that young people with stable income buy products online more frequently due to convenience and price-efficiency.
The article shows the effective use of credibility of the authors, appropriate structure and organization, regional relevance of the cited literature, and functional illustrative material. The authors appear believable because the article mentions their professional background, as well as contact information. Both authors’ scientific and business work-related expertise fits the topic of the research. The structure and organization of the report follow the generally accepted format, which makes the information understandable. Additionally, the sources used in the literature review apply to the explored region. As it concerns the use of graphs and illustrations, they are successfully employed to aid a reader in understanding the findings in a bigger context.
However, the problematic aspects of the research are informal language, inadequate methodology, and use of evidence, as well as lack of credibility in cited studies. Firstly, the language and the tone are overtly informal, with a prevalence of typos. For instance, the authors misspell “PayPal” as “papal” and use personal pronouns like “us” and “we” throughout the text (Singh and Sailo 3). Most of the studies included in the literature review section are not reliable since they are too old to identify the current situation of online shopping correctly. Furthermore, their description is not concrete enough to relate to the given context. The literature review lacks specificity; for instance, the authors indicate “four different customer groups” without actually giving any particular description (Singh and Sailo 3). As it concerns the “Analysis and Interpretation” section, the data is inspected in a linear, oversimplified manner that lacks insight into Internet purchasing behavior.
The article can be improved by giving more credible information and practicing a different way of analyzing the data. Similar research on the topic of Internet shopping behavior done by Divyendu et al. has used relevant studies that apply not only to the region but also the period. All of the studies in the literature review section have been published within five years, making them appropriate evidence for the given context (Divyendu et al. 1106). If the report had included writing that is similar to the example above, fitting both geographically and time-wise, the evidence would have appeared more credible. Additionally, interpreting the findings differently would support the proof and make it more well-rounded and extensive. Similar to the article done by Ahmad, the qualitative data could be analyzed from more than two perspectives to answer the research question in more detail (18). For example, the frequency of online purchase graph could also show how many regular online customers fit the 18-to-25 age category. This cross-sectional research approach would help to discover more Internet purchasing trends.
Conclusion
In conclusion, the article “Consumer Behavior in Online Shopping: A Study of Aizawl” by Singh and Sailo shows the effective use of some aspects of the research. However, significant elements need improvement to fulfill the purpose of the study and communicate appropriate ideas. By using more suitable information and showing an extensive correlation of the qualitative data, the evidence will become more credible and trustworthy.
References
Ahmad, Mushtaq. “Online Shopping Behavior Among University Students: Case Study Of Must University.” Advances in Social Sciences Research Journal, vol. 5, no. 4, 2018, pp. 1-25.
Divyendu, Siddharth Raj et al. “Online or Offline Shopping: Factors That Determine Customer Behavior.” International Research Journal of Engineering and Technology, vol. 6, no. 11, 2019, pp. 1105–1110.
Singh, Amit Kumar, and Malsawmi Sailo. “Consumer Behavior in Online Shopping: A Study of Aizawl.” International Journal of Business & Management Research, vol. 1, no. 3, 2013, pp. 1-5.
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