CHAPTER - I
Consumer behavior of
online shopping in meesho
Introduction :
The rise of e-commerce has radically changed the way
consumers shop, and Meesho, a leading social commerce platform, is at the forefront
of this change. Meesho has revolutionized online shopping by combining elements
of traditional retail with the power of social media, allowing users to become
resellers and influencers of products to their social networks. This unique model has
led to shifts in consumer behavior, and understanding these shifts is critical for
businesses, marketers, and stakeholders looking to succeed in this space. Here's a
detailed exploration of the factors shaping consumer behavior on Meesho:
1. Convenience and Accessibility
One of the primary drivers of consumer behavior in online shopping is convenience.
Meesho offers a highly convenient shopping experience, as it allows consumers to
browse and purchase products at any time, from anywhere. The mobile-first
approach, given the growing use of smartphones in India, has made it easier for
consumers to engage with the platform. The platform's easy navigation and user-
friendly interface further enhance the shopping experience.
Additionally, Meesho's extensive range of products in various categories, from
clothing and accessories to home goods and beauty products, adds to the platform's
appeal. Shoppers can compare prices, check product ratings, and read reviews before
making a purchase, ensuring they are making informed decisions.
2. Social Influence and Peer Recommendations
A key element of Meesho's business model is its reliance on social media and peer-
to-peer recommendations. Meesho enables users to share product listings directly
through WhatsApp, Facebook, Instagram, and other social platforms, allowing
consumers to make purchases based on recommendations from trusted sources like
friends, family, and acquaintances. This social commerce model taps into the
growing trend of social influence, where consumers trust personal connections over
traditional advertising.
The rise of influencer marketing is also significant here, with Meesho’s resellers
acting as micro-influencers who build their customer base by leveraging their social
networks. The influence of these "social sellers" often drives purchasing behavior,
as consumers are more likely to trust product suggestions from individuals within
their social circle rather than from faceless brands or corporate advertisements.
3. Trust and Credibility
Trust is a crucial factor influencing consumer behavior in online shopping. Meesho
has built a reputation for offering a wide variety of affordable products, many of
which are priced lower than traditional retail offerings. This affordability, combined
with the ability to see reviews and ratings from other customers, helps build trust.
Additionally, Meesho's return and refund policies add a layer of security for
customers, ensuring that they feel more confident in their purchasing decisions.
The credibility of sellers also plays a key role. Since anyone can become a reseller
on Meesho, consumers often rely on feedback from other buyers and ratings to assess
the credibility of the products and resellers. Positive feedback and ratings build trust,
while negative reviews can discourage consumers from purchasing.
4. Affordability and Value for Money
Price sensitivity plays an essential role in shaping consumer behavior, especially in
a price-conscious market like India. Meesho attracts consumers with its competitive
pricing and discounts. Since Meesho operates on a business model that eliminates
many of the middlemen involved in traditional retail, it is able to offer products at
lower prices. This value proposition has made it particularly popular among budget-
conscious shoppers, including those from tier-2 and tier-3 cities.
Moreover, consumers are increasingly becoming value-driven, seeking products that
offer good quality at affordable prices. Meesho's ability to provide such products
appeals to these shoppers, leading to repeat purchases and higher customer loyalty.
5. Personalization and Product Discovery
Personalization is a growing trend in e-commerce, and platforms like Meesho are
leveraging data analytics to provide a tailored shopping experience. By analyzing
browsing behavior and purchase history, Meesho suggests products that align with
a consumer’s preferences, thereby enhancing the likelihood of conversion.
Consumers enjoy the discovery of new and interesting products that suit their tastes,
which fosters a sense of excitement and engagement.
Additionally, Meesho's platform design allows consumers to interact with a variety
of unique, niche products that may not be available in traditional retail stores. This
wide variety also encourages impulse buying, as consumers feel they have access to
exclusive or hard-to-find items.
6. The Role of Discounts and Promotions
Consumers are highly influenced by promotions, sales, and discounts when shopping
online. Meesho frequently offers discounts, flash sales, and special offers, which
encourage consumers to make quicker purchasing decisions. Limited-time offers or
special deals on specific categories also play into consumer urgency, motivating
them to act fast.
Since Meesho's platform features a wide array of sellers offering varying prices for
similar products, consumers are often drawn to the platform by the potential to find
the best deal. This discount-driven behavior has contributed to the platform's rapid
growth, as it satisfies the price-conscious segment of the market.
7. Buyer-Reseller Relationship
Unlike traditional e-commerce platforms, where consumers buy directly from brands
or large sellers, Meesho enables a more personalized shopping experience through
its resellers. Resellers often cultivate close relationships with their customers,
providing personalized product recommendations and customer support. This
relationship can increase customer loyalty, as consumers feel more valued and
understood by the reseller they interact with.
Moreover, resellers may also offer additional services, such as flexible delivery
options or customized orders, which enhances the overall consumer experience.
8. Psychological and Emotional Factors
Emotional factors such as the desire for instant gratification, excitement of online
shopping, and the thrill of discovering new trends contribute to consumer behavior
on Meesho. Online shopping provides consumers with an enjoyable and rewarding
experience, especially when they feel they are getting a good deal or finding a hidden
gem. The ease of browsing, the thrill of new product launches, and the satisfaction
of completing a purchase play an emotional role in decision-making.
