Luxury via E-commerce: A Prospective Indian Market with Dicey Customers

Internet has presented a new outlook of a commercial phenomenon and customer preferences. Regularly increasing customer traffic on the web and increased turnovers of web-shops impel the companies dealing in luxuries to think about their endeavors. Internet adoption and continuous increasing e-shops motivates customers to move towards purchasing of luxury products from web-shops; but, it is still facing some structural difficulties such as security, originality of products, genuineness of a web-shop and others. In case of luxury products, most of customers prefer purchasing from physical stores after assuring the self. They don't want to buy every luxury product from e-shops even they have previous experience of buying luxuries online. Prices offered by e-shops are also put forward a cause for online purchase of luxury products. Therefore, this study has attempted to enlighten the factors associated with luxury, issues faced by luxury customers, and perceptions they have for e-commerce.