Abstract:
Purpose
The purpose of this study is to determine and analyze the overall young customer’s attitude
toward online shopping in Karachi.
Methodology & Design
The quantitative research method was used by the researcher in order to investigate the
intention to purchase and customer satisfaction of young consumer in Karachi through online
retailers. For this purpose, 200 participants were selected to survey with the help of a questionnaire.
Findings
The findings of this study suggested that the liking and performance of the online retailers
have a great impact on the customer satisfaction. However, awareness and knowledge of the
customer about online retailer increase their intention to purchase and do online shopping.
Limitations
The nature of the sampled sampling unit cannot be generalized to a larger population and
the use of the data reviewed in one group also limits some of the results obtained.
Recommendations
It has been recommended that online retailers have to ensure the customer satisfaction in
order to make their intention to purchase.
