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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Management Analytics (IJMA)
Shashwat Sharma
Narayana Business School, Ahmedabad
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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To Study the Consumer Attitude Towards Purchase Intention of Online Courses on Udemy Using Co-Relation with Reference to English Speaking and Excel Among Gen-Z in Ahmedabad Chandni J. Vidani; Shashwat Sharma
International Journal of Managemen Analytics (IJMA) Vol. 1 No. 2 (2023): July 2023
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijma.v1i2.115

Abstract

This research aims to examine the consumer attitude toward the purchase intention of online courses on Udemy among Gen-Z individuals in Ahmedabad, specifically focusing on English speaking and Excel courses. The Gen-Z population, born between the mid-1990s and early 2000s, is known for its digital savviness and preference for online learning. As online education platforms like Udemy have gained significant popularity, it becomes crucial to understand the consumer attitudes that drive their purchase intentions. The questionnaire will measure consumer attitudes towards online courses on Udemy, including factors such as Perceived utility, perceived convenience of use, course quality, and instructor trustworthiness are all factors to consider Respondent's readiness to pay for English speaking and Excel classes will be used to determine purchase intent. Data collected from the survey will be analyzed using correlation analysis to examine the relationship between consumer attitudes and purchase intention. The findings will provide insights into the factors that influence Gen-Z's decision-making process when considering online course purchases on Udemy.  The study will help us understand the significance of English speaking and Excel courses in this demographic's educational preferences. The results of this research will be beneficial for online education platforms, course creators, and marketers to enhance their offerings and marketing strategies, ultimately catering to the needs and preferences of Gen-Z learners in Ahmedabad
To Study the Consumer Attitude Towards Purchase Intention of Online Courses on Udemy Using Regression with Reference to English Speaking and Excel Among Gen-Z in Ahmedabad Chandni J. Vidani; Shashwat Sharma
International Journal of Managemen Analytics (IJMA) Vol. 1 No. 2 (2023): July 2023
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijma.v1i2.116

Abstract

This research paper investigates the consumer attitudes toward the purchase intention of online courses on Udemy, with a specific focus on English speaking and Excel courses among Generation Z individuals in Ahmedabad, India. Using a mixed-methods approach, data was collected through a survey questionnaire administered to a sample of Generation Z participants in Ahmedabad. The questionnaire captured demographic information, assessed consumer attitudes towards online courses, and measured the purchase intention specifically related to English speaking and Excel courses on Udemy. The acquired data was evaluated using a regression approach to determine the elements impacting purchase intentions and to comprehend the magnitude and trend of the correlations. This study's findings provide useful insights into customer views toward online courses, emphasizing the elements that influence purchasing intentions. The study's results have implications for marketing strategies and course development for online education platforms like Udemy. Understanding consumer attitudes and preferences can inform the creation of targeted promotional campaigns, course offerings, and pricing strategies tailored to the specific needs and preferences of the Generation Z population in Ahmedabad. This research contributes to the existing literature on consumer behavior and online education, providing practical implications for educational platforms and educators
Co-Authors Chandni J. Vidani