USE OF HINDI LANGUAGE IN ONLINE SHOPPING WEBSITES: A PREDICTOR OF CONSUMERS’ SATISFACTION
Keywords:
Online Shopping, Changing Custome, Usage of Hindi, Customer RetentionAbstract
India is developing as an international hub of online business. The times of change finally arrived in India. The disposable incomes, technological advances, well networked communities contributed to new paradigm shift in shopping. The customer is aggresive and ready to explore. The marketer has to understand the complexity of an exponential surge in online shopping. Demographic profile of the online shopper is important, rather critical to understand. Today all the shopping websites have all the functions in English and when it is found that in India 75% are Hindi spoken, it is difficult for them to understand the key words and all the functions properly. Even most of them are sellers as well as consumers. This study has tried to examine the impact of Hindi usage in websites on customers’ retention with reference to growth in economy and approachable by all the consumers in rural areas. It is however critical to see the forest beyond the woods.
The interest generated is because there are over 100 million Indian cunsumers who buy online but sometimes they difficult in understanding English so this study has suugested to Indian online companies to display the translation. There shold be an option for changing the languages. Now mostly Government websites have such language option. Convenience, scarcity of time, online comparisons have made Indian consumer buy books, apparels, cellphone, air and hotel bookings, electronic gadgets and music CD’s, and many more products and services online.
This paper is an attempt to understand the factors that propel online shopping behavior through the usage of Hindi language in online shopping websites. The fastest growing community of online shoppers has compelled the traditional marketer to rethink. It endeavors to find whether online shopping is the next big idea in the Indian business scene.
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