Attracting Eyeball on the Net
by
Varuna Godara
Guru Jambehswar University, Hisar, INDIA
Coauthors: Parveen K. Sardana, Scientist (Agricultural Economics), CCS Haryana Agricultural University, Hisar - 125 004, INDIA

E-commerce is a buzz word in the global economy of 21st century. Cost effectiveness, global reach and growing acceptability are considered to be positive indicators of this new type of business. But its popularity has been limited to developed economies only. Though it is on take-off stage in developing countries like India, there appear to be number of slips between cup and lip. Present study examines the constraints and growth indicators as perceived by the prospective sellers and buyers in cyber market (where e-commerce operates). Conjoint analysis conducted on the collected data shows that integration of internet into business cycle, global purchases, full awareness about global brands and lower inventory and transaction costs are important indicators of e-commerce growth. Perceived constraints having signficant important derived through constraint analysis are lacking robust systems, great product distribution and less faith in transactions. The study, though limited in scope, can serve as an important guide for stakeholders and beneficiaries alike.

Date received: October 2, 2001