No other firm commented on the survey.

The survey also found that almost 40 per cent consumers spend between 500 and 2,000 for online purchases with over more than 20 per cent spending above 5,000.

Pricing, customer service and return policy are three major parameters that influence buying decisions of the customers online, Akosha said.

"Both Flipkart and Snapdeal are known to render smooth and seamless check out and payment facilities. Flipkart also scores on good quality packaging and on time delivery," the report said.

Flipkart was also ahead in terms of brand recall amongst consumers.

As per the survey, when it came to buying electronic appliances, consumers preferred Flipkart and eBay India but Amazon India was the top choice for buying books. Almost 50 per cent of the respondents said that they mostly bought consumer electronics and mobile phones on shopping websites.

"It is interesting to note that before making purchase, people usually read the reviews of the e-commerce websites to know the experience of the customers who had already shopped there before. Over 78 per cent percent of the consumers checked the reviews of the e-commerce websites before shopping," the report said.

Snapdeal and Amazon India emerged as brands providing value for money with best deals and attractive prices, it noted.