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INTRODUCTION The World Wide Web, being a subset of the internet tribute its achievements to MOSAIC, a software product

that provided users with the aptitude to easily access, point and clic setting! As the World Wide Web achieved a high reputation around the globe, corporations started to envisage the scope of the World Wide Web in various sectors! The buying and selling of products and services has been prevalent in the business sector for decades now! There have been several innovations in this sector in terms of the process of transaction! With internet booming to its pea , the latest innovation in the process of buying and selling has been through the internet, which is referred to as e"commerce! “#lectronic commerce refers generally to all forms of transactions relating to commercial activities, including both organi$ations and individuals, that are based upon the processing and transmission of digiti$ed data, including te%t, sound and visual images.”(OECD, 1997) In the current competitive global mar et, e"commerce and e"business have essential elements of successful business tactic! Since the mid &'(s, the rise of the internet has been astonishing which resulted in a drastic change in the manner of performance of individuals and organi$ations! Internet has become the newest and the most effective till date channel for business corporations to communicate with their customers! #"commerce involves the transfer of data used by any form of business using the internet! #" commerce involves the utili$ation of digital information to identify the needs and preferences of each customer and partner to modify product and services thereby offering products and services as fast as possible! These ind of modified services offer businesses the prospective of

augmenting sales and revenue, decreasing e%penses, and in the process building up customer and cohort relationship! It offers customers the privilege of being able to perform electronic transactions of goods and services with no hurdles whatsoever in terms of point in time or

remoteness! Of various recent innovations of the internet, the e"commerce remains one of the most prominent characteristic features to come into view from the internet! It poses a serious threat to the conventional mode of performing business transactions as more and more business organi$ations are moving their business operations onto the internet! “)espite, the sharp fall in share prices of many dotcoms since early *''', e"commerce is still li ely to have a ma+or and lasting impact on most forms of business organi$ations!” (Vulkan, 2003) E-COMMERCE: N OVERVIE! “#"commerce is the e%change of information across electronic networ s at any stage in the supply chain, whether within an organi$ation, between businesses, between businesses and consumers, or between the public and private sectors, whether paid or unpaid .” (Ca"#n$% O&&#'$ R$()*%, 1999) As to date, e"commerce is considered to be a ,uic er, cheaper and highly e%pedient means of transacting services and goods across the internet! Considering the business sector, it is to be ta en into account that business e"commerce purely involves transaction between business organi$ations rather than a business and a consumer! #lectronic )ata Interchange, a form of electronic transaction has provided corporate organi$ations an ideal means of setting up multiple ad"hoc lin s! The given research paper tends to provide an outloo on the e%isting trend of e"commerce in the business world and the prospects of further growth in the internet sector! The researcher shall put forward any recommendations that shall help to improve the current commercial trend prevalent in the developing nation! “Internet is a potent medium that can serve as a uni,ue platform for the growth of retail brands in India! ” +Na,a*a-u, 2010.

/ITER TURE REVIE! “#"commerce is the use of electronic communications and digital information processing technology in business transactions to create, transform, and redefine relationships for value creation between or among organi$ations, and between organi$ations and individuals!” + n0a1, 2003. The booming e"commerce has ta en the business mar et by storm such that an innovative means of transacting services and goods using the internet has become possible thus ma ing it the virtual mar et place of the globe! In a broader sense, “e"commerce involves not only buying and selling through the internet but also about servicing customers, collaboration with business partners and conducting business internally or within the organi$ation!” (Tu*"an, 2002) Owing to its adoption by a vast array of global organi$ations, there e%ist numerous definitions for e" commerce! -or e%ample, the .lobal Information Infrastructure Committee describes e"commerce as the /economical commotions involving by employing electronic communications with the aid of which people can buy goods, publici$e products and reconcile! Intel defines it as electronic mar et 0 electronic trade 0 electronic service! I1M defines it as information technology 0 web 0 business! 23(s version states that it is an electronic means of achieving business! (2#n, 2009, (.7) within the recent years, there has been a highly remar able fluctuation in the stoc mar et booming up and crashing down! In the present scenario, it has reached a stage where it has become highly decisive to “understand e"commerce and the business aspects and technology that is necessary for implementing a successful business organi$ation!” (3)*($* an0 Ell#4, 2001) “#"commerce refers to the paperless, e%change of business information using electronic data interchange, e"mail, electronic bulletin boards, electronic fund transfers, internet and other networ "based technologies!” (5a-a- $% al., 2006, (.17) #"commerce facilitates swift, economical, universal and protected way of inter"enterprise group effort for ma ing and sales of

products, in order to accomplish improved customer value! (Da8#0*a-u9, 2002 a4 '#%$0 #n 2#*#1, 2007) #"commerce basically involves4

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5a6 Online shopping4 The e%tent of information and actions that endow the customer with all essential facts and figures in order to conduct business and ma e a nowledgeable trade choice! 5a6 Online purchasing4 The e%pertise infrastructure for the trade of data and procure of a merchandise over the web. (R)4$n, 2002, (.7) “#"commerce can be ta en as a group of networ s, Intranet or the private to the organi$ation, e%tranet also private with business partners7 and the Internet which is the public and global networ open to everybody.” (/a:*$n'$, 2000) #"commerce has become the inevitable

re,uirement for international businesses owing to its low cost, fle%ibility, broad overlaying and comprehensive nature! In short, e"commerce has become a blend of information technology and business functions! (2#n, 2009) “#lectronic commerce is about doing business electronically! It is based on the electronic processing and transmission of data, including te%t, sound and video! It encompasses many diverse activities including electronic trading of goods and services, online delivery of digital content, electronic fund transfers, electronic share trading, electronic bills of lading, commercial auctions, collaborative design and engineering, on"line sourcing, public procurement, direct consumer mar eting, and after"sales service! It involves both products 5e!g! consumer goods, speciali$ed medical e,uipment6 and services 5e!g! information services, financial and legal services67 traditional activities 5e!g! healthcare, education6 and new activities 5e!g! virtual malls6!” (Eu*)($an C)11#44#)n, 1997) The organi$ations that have succeeded are those which have strategically utili$ed the strengths and opportunities offered by the e"commerce to its optimum use! Their strategies include putting

together clients, along with generating revenue and inventory! In terms of customer satisfaction, it offers the customers the advantage of controlling any transaction! -urther advances in web" based technologies have sustained the growth of e"commerce! Automation and delegation technologies will tend to decide the future of e"commerce in the long run! -or instance, with the emergence of “software programs that can ma e it possible for consumers to conduct automated searches and price comparisons along with online sellers to ma e out visiting customers, access bac ground information on them, and accordingly ad+ust their price and offerings, it is a clear open world to the consumers! Technologies have been created that tend to ma e decision on behalf of individuals, negotiate with other programs and participate in online mar ets! ” (Vulkan, 2003) This provides businesses new prospects in terms of establishing their name across the globe! 8owadays customers tend to ma e online purchases owing to the considerable amount of provisions it gives the customers! The better the e"commerce performance of a business, the better will be its customer relationships! 5ENE;IT< O; E-COMMERCE 1enefits of e"commerce include4 9 * : ; #conomic gain by lowering the labor costs involved! #ase of time with more rapid deliverance! 3roficient handling of product management and customer handling! Convenience and developing good relationship with trading cohorts( results in an established relation between the parties involved! The e"commerce has ta en over the mar et transactions at a fast pace thus becoming the most important virtual place for business transactions! Ma+or players in this sector include Ama$on, and ebay who have done their bit in terms of attaining ma+or mar et share in online business!

Owing to the rising demand of e"commerce in the business mar et, countries all around the world are focused upon developing their online business in order to cope up with the ever rising competition in the industry! With this being the situation, developed countries as a result of their financial status tend to gain the upper hand in establishing e"commerce in their concerned business area of operation thus eeping the developing countries at bay! Therefore in order to smooth the progress of e"commerce, the comparatively undersi$ed infrastructure of the developing countries need to be boosted! The areas of concern include soaring internet prices, being diminutive in relation to technology, and lac of awareness about the benefits of internet business! 1y implementing e"commerce in the business strategy, it provides the prospects of small and medium si$ed enterprises flourishing! E-COMMERCE VER<U< TR DITION / RET I/ On comparing traditional retail over e"commerce, there e%ist several advantages in the following ways4 9! Surmounting geographical constraints4 1y employing an e"commerce website, the potential of providing service around the world is unlimited! Moreover with the introduction of m"commerce, the prospect for e"commerce has become boundless! *! Achieving more customers with search engine visibility4 The driving factors for online retail involve branding, rapport and traffic from search engines! 1y following a lin in search engine results, it is not uncommon for users to end up on an e"commerce website! :! <esser price4 A characteristic feature of e"commerce is the lesser price! It provides an easier means of lowering price in the form of advertising and mar eting! Cost effective advertising guide includes “search engine traffics, pay"per"clic and social media traffic. In addition, the automation of chec out, billing, payments, inventory management and other operational processes, reduces the number of employees needed to start an e" commerce set"up!” +39u*ana, 2011.! ;! -inding the product faster4 =sing an e"commerce website, it is easy for customers to find what they are loo ing for at the clic of a button! 1esides, there are some websites that

tend to remember the shopping preferences of their users in order to go over similar purchases! >! )iminish the travel instance and e%penses4 In contrast to physical retail stores, e" commerce provides users the option of visiting the same store practically with few clic s of a button! ?! #ndow with evaluation of shopping in different stores4 #"commerce facilitates the customers to browse various shopping websites and find the best price they can get for the item they are loo ing for! @! 3rovides discounts and offers to customers4 Online shopping enables customers to obtain discounts and offers far better than they receive in physical retail outlets which can be redeemed easily by the mere clic of a few buttons! A! #ndows with copious information4 #"commerce has the facility to eep customers

informed about each and every product line at no e%tra cost in setting up or maintaining! &! 1uild mar ed communication4 1y using the data about the customer given during registration, it is possible for the e"commerce websites to send relevant information to the customer regarding their search and eep them informed about related products as well! 9'! -unctioning round the cloc 4 A characteristic feature of e"commerce websites involve their ease of functioning *; hours a day, :?> days a year thus providing convenience to the customers to ma e a purchase whenever they li e and the online retailer to receive an order at any time of the day! 99! .enerate mar ets for niche items4 A convenient section that the online retailers provide for customers is in terms of purchasing niche items! In contrast to the physical retail stores, where it is difficult to find out outdated items, the virtual world provides the ease of locating and purchasing them with a mere few clic s on the mouse! +39u*ana, 2011.!

INDI N RET I/ INDU<TR= “8ever mind the new retailers, the lower prices, or huge changes in logistics and delivery! What is truly new about the Internet is its ability to generate different pricing mechanism, and in particular to allow price and product comparisons to be made and various inds of auctions and e%changes to ta e place.”+E')n)1#4%, 2000. -or the past few years, the Indian retail industry has been en+oying a boom and it occupies the fifth largest industry in the world! The massive amount of investment and the fall of conventional mar eting sector with the scope for further growth in the retail sector! As a result of the boosting technological e%plosion, e"shopping intensification is on the rise in India! A significant rationale is that internet competence available in urban and rural areas coupled with growth in credit card industry and other techni,ues of online dealings! At present, India faces the globe(s most active grouping of being rich in highly nowledgeable and claiming customers on one side and of swiftly augmenting consumption levels across different retail products and topography on the other! (CII. T. 3$a*n$> R$()*%, 200?) A

principle area of spotlight as far as the Indian retail industry is concerned is the supply chain management! 1ut the growth of supply chain is ,uite sluggish and time"consuming! Barious re,uirements for the booming retail industry includes duty and ta% structure, infrastructure, rising land prices and effective trend forecasting which is to be completed in the apparel, cosmetic and footwear sector that shall aid the retailing enterprises to cut bac +<9>la-a, 2010. The development of e"commerce in India has been slow in comparison to other countries worldwide as due to the fact that in earlier day, owing to the lac of internet accessibility and less nowledge of the World Wide Web! 1ut things have changed now, e"commerce is at its pea in the Indian retail industry but still there are certain aspects that wor against the e" the costs considerably!

shopping industry! A few aspects that wor

against the e"commerce mar et include non"

availability of product demo, no option for bargaining, holdup in delivery, “insecurity of creditable of shopping portal, not sure of product ,uality and low retail management s ills! ” +<9>la-a, 2010. Cesearches suggest that the Indian online retail is a prosperous sector that has tremendous scope for use and development! The online means provide various aspects that shall redeem favorable for the retail industry which comprise of “high customer penetration, augmented visibility, and suitable functions!” +Na,a*a-u, 2010. Although compared to the Western countries, India is still considered to be in its infant stage of development! 1ased on previous researches, it has been identified that, “according to the Indian #commerce Ceport released by Internet and Mobile Association of India 5IAMAI6 and IMC1 International, the total online transactions in India was Cs! @'A' crores 5appro% D9!@> billion6 in the year *''?"*''@ and e%pected to grow by :'E to touch &*9' crores 5appro% D*!9> billion6 by the year *''@"*''A! According to a McFinsey" 8asscom report the e"commerce transactions in India are e%pected to reach D9'' billion by the *''A!” + -1an#, 2011. ;OCU< O; T@E AOVERNMENT O; INDI ON E-COMMERCE 1eing aware of the augmenting e%ploitation of the e"media and the online scams, the .overnment of India has passed the Information and Technology Act in order to verify business dealings done via the e"media and in the process ma e #"commerce process secure and consistent! The law has been launched with the substantiation of the e"records! Moreover the .overnment of India has settled on to enforce service ta% on any deals done via #"commerce

which shall have a net result of ma ing the whole process of online shopping costly! A set of means to catch the attention of the Indian online customers include the following4
• • • • • • • • • • • • • • • •

/.oods should have value for the customer along with ,uality! Security is promised! Selling 1rand articles! #stablishing trust and winning confidence! 3roviding easy guidance! Clear information regarding delivery time! Articles ordered and the article delivered should not vary! .iving discount offer and other gift items! <imited personal information! 3roviding value added service at lower prices! -ull information regarding the product is simple words! Innovative products! Social shopping phenomenon! 3roviding price comparison! Transparent information regarding the product! Indian customers want to buy things that do not cost them much!G + -1an#, 2011.

Though it is a fact that there e%ists remar able prospect for e"commerce there still e%ists some drawbac s that need to be settled in order to get successful operation of the same! The drawbac s include4

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The hesitancy on part of the customers to register themselves at a particular online site! This accounts for the statistics that state the reason for *:E of customers to give up even before they start!

* : ;

Ambiguity in delivery time! )ownloading process being too tedious! Indian consumers are more prone to buy goods only after feeling the goods! This disadvantage can be eliminated only after established companies enter into the #"commerce on which people have belief upon!

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Indian customers are very need driven in comparison to the Western customers who are impetuous buyers!

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<ac of ade,uate funds and resources!

These drawbac s can be rectified by ta ing the following measures4 5a6 =niformity in implementation! 5b6 Sturdy government policies that shall eliminate all inds of cyber crime activities! 5c6 Cigid combination of the system by online retailers! 5d6 #nsuring that goods are delivered at the right time! 5e6 .uarantee safe means of online transactions! + -1an#, 2011. The critical success factors for e"commerce can be put in as follows4 • • • Aim for the right customers! .et a hold on to the customer(s overall e%perience! Ma e more efficient the business process that shall influence the customer!

• • • • •

3rovide a clear picture of customer relationship! Allow customers to assist themselves! -acilitate customers to perform their +ob! )istribute personali$ed chec s! 3romote community! (<$>")l0, 199B)

Barious literatures wor s suggest that owing to the rising benefits that e"commerce endorse organi$ations are drawn towards implementing the strategy in their organi$ations for further success in their ventures! This resurgence is triggered by the li es of “economic forces, customer relation focus and technology driven digital convergence” (3alak)%a an0 !9#n4%)n, 1997) E')n)1#' &)*'$4: With companies striving hard to design techni,ues to lower cost and remain ready for action, organi$ations are more than attracted to the economic efficacies in the form of low priced technological infrastructure put forward by e"commerce! This shall aid the company in lowering the cost trouble with regards to technological improvements and obsolescence, cost effective and e%act e"transfers with suppliers, the low price involved in global allocation of information and advertising and aptitude for organi$ations to offer low priced customer service options to e%clusive trade ban divisions and telephone call centers! There lie both internal as well as e%ternal economic encouraging forces! The instantaneous submission of e"commerce is the inner incorporation of company operations! #%ternal incorporation shapes the ma+ority set"up of “suppliers, government agencies, large corporations and independent contractors into a unified community with the aptitude to correspond across any computer platform! ” (3alak)%a an0 !9#n4%)n, 1997)

Ma*k$%#n, an0 'u4%)1$* *$la%#)n &)*'$4: Since the customer online traffic is sectioned across various websites, it has become immensely competitive for even little allocation of online visits by customers! (M$$k$*, 1997) This happens in spite of the proponent increase in the number of online users and the instant spend online! +AVU !!! U4$*4 <u*8$>4, 199B. The advertisers on the web spots comprehensive and in the process aid advertisers in drawing the attention of at least a few of the publisher spot(s traffic! Web advertisers attempt to invite customers to visit the publisher(s web spot to analy$e their ads and to clic on them to interrelate with the advertising data! #ven though this is the case, they are still hesitant to entrust advertising budgets owing to the unpredictability and the shortcoming of measurability of consumer response to their ads at publisher(s web sites! With the rapid alteration in products and buying mar et it is vital that mar eters ma e use of technology to build up low priced consumer prospecting techni,ues, set up close interaction with customers and in the process build up customer loyalty! T$'9n)l),> an0 0#,#%al ')n8$*,$n'$: The persistent advancement of technology, the introduction of multimedia standards and the swing in handing out computing and internetwor ing are endowing with the rare power of digital convergence! On assessing the proposition of influence of different forces upon e"commerce, all the above mentioned aspects 5economic forces, mar eting forces and digital convergence6 have swayed the relocation of industries to ma e the most out of innovative openings which comprises of the new service delivery channels, growth of new mar ets for accessible products and the progress of innovative data based product for the internet environment! )igital convergence involves the restructuring of the competitive environment for telecommunication services around the globe! 2ence in order for companies to ma e use of the various aptitudes of e"commerce and in the

process to ma e it an industrial power toll for business it is necessary to have a better nowledge of the technological agenda! The proposition of the internet has made two things possible, one of which is the Internet ma ing available an ideal standard for combining buyers and sellers from around the globe and the other being the Internet presenting an e%ceptional means of evaluating prices and gathering necessary information! This being the case, the price dispersion is widespread on the web as it in the outside shopping world! +E')n)1#4%, 1999. #valuating the web to be a allocation channel, the Web have power in terms of4 • • • <ow entry and e%it barriers for organi$ations! Augmenting inappropriateness of distribution mediators! 3otential to not match with the mar et change, but hasten it! (C9a%%$*-$$ an0 Na*a4#19an, 1997) As the web enhances the power of the consumer and lowers the power of organi$ation in comparison to the traditional guides of distribution, consumer and the organi$ational approach /symmetrical powerG and the best communication attempts which are li ely to be mutual than the independent! (M)9* an0 N$8#n, 1990) In the digital web environment, organi$ations are no longer considered to be transmitting solitary information to multiple customers but are in fact modifying its communication according to the consumer(s contrasting significance and re,uirements! At present, this is put into practice via the distinctive course of action of networ navigation where consumers decide what information if they li e is to be received from any organi$ation! In this way, mar eters must embar on loo ing at the way in which the mutual contact should progress!

The change in channel power embrace significant proposition for consumer involvement in the mar eting process! -or instance, consumers may cooperate with each other not only in terms of idea creation and devising of the product but also in mar eting communication itself which is attributed to the interactivity in the Web that provides consumers much higher power of the message! These ind of control over messages apparent itself in astounding innovative means as in the case where it is practical for consumers who are concerned about ma ing any ind of appliance purchase to show their attention and implore open tenders from other organi$ations! (Cu%l$*, 1990) The e%act inspiration behind building up an internetwor of Web based

computers was to ma e the physically separated computers symboli$ing different proposals to relate and communicate so as to cost"effectively share valuable reserves! (@a&n$* an0 />)n, 199?C R)"$*%4, 19BB) This led to the progress of the internet in a rich and stimulating ambiance of rational interest promoted in an unconstrained and innovative environment! (/#'kl#0$*, 19BBC M#>a, 1990) The tough protrusion for the augmentation of e"commerce is improbable to be feasible unless there is no provision for online customers to shop with confidence! )eveloping the digital economy involves giving surety to the customers in terms of confidentiality regarding their communication, guarding their personal data, ma ing sure that the customers receive what they pay for and overall the basic infrastructure is secure under any circumstances whenever they shop on the internet! (U.< A)8$*n1$n% !)*k#n, A*)u( )n El$'%*)n#' C)11$*'$, 1999) A consumer familiari$ed information confidentiality model will show the way to priceless e%change association with significant advantage for consumers and organi$ations doing business on the internet! (!an, $% al, 199B) Consumers are in command of their personal data" a concept

that is reliable with the tailoring of customer needs in online environments! Organi$ations will be recompensed with consumer belief, the compliance to unveil, and immense levels of constancy! In order to smooth the progress of the commerce on the internet, the private sector must show the way from front, unnecessary constraints on e"commerce should be evaded, the e%clusive eminence of the internet and e"commerce over the internet should be assisted on a global basis! (T9$ !9#%$ @)u4$ R$()*%, 1999) The assignment tends to share an insight into the analysis of e"commerce on the internet from an Indian perspective!

MET@ODO/OA= The methodology adopted in the research tends to outline the current status of the e"commerce and its impact on the Indian retail sector! The ob+ective of the research is to e%amine the approach of organi$ations in doing business on the interne and the effectiveness of e"commerce in the consumer goods mar et in India! The principle problem related to the research is to identify the effectiveness of e"commerce in India! 2ence the researcher has stuc to adopting a ,ualitative survey method in order to collect the necessary data! 1ased on the current trend of mar et research, collection of data in the form of survey is focused on critical methodological limitations! (/)91ann an0 <'91u'k$*, 2009) The researcher has adopted a self administered ,uestionnaire for the purpose of arriving at a conclusion based on the direct responses obtained from the customers using e"commerce! 1y selecting a survey method for the purpose of data collection, it enables the researcher to collect a whole load of information and in the process arrive at a conclusion regarding the research process! The researcher ac nowledges the restriction in terms of the number of ,uestions that can be allocated in a ,uestionnaire along with the constraint in terms of time and not being e%tensive as other ,ualitative methods has its reasonable distribution of benefits in being able to offer homogeni$ed and effortlessly reachable data! (<aun0$*4 $% al, 1997)

The self administered ,uestionnaire will be advanced to the employees of Celiance retail limited in Fo$hi ode, Ferala having wor power of >'' employees and the company being a high profile player in the retail sector in India! The responses obtained from the employees tend to aid the researcher in arriving at an unbiased conclusion regarding the topic under study! The ,uestionnaire aims to determine the nowledge of the employees in terms of their association with the internet in their day to day business activity! In addition, a structured interview will be conducted with the management in terms of attaining a clear cut picture regarding the topic under study! The ,uestionnaire thus developed will be consulted with my dissertation supervisor and then put into practice accordingly! The pro+ect plan includes4 • • An opening investigation of subsisting and related sub+ects of e"commerce! Investigation involving gathering of data and analysis of option going after alternate viewpoints, ta ing into account of the facts already nown! • • Creating other routes of act as re,uired! Adding suitable recommendations if necessary! (Dank):#'E, 1991)

“The value of a structured ,uestionnaire is that4 9! It allows standardi$ing the ,uestions to such an e%tent that a more numerate, statistically based analysis is possible! *! .reater testing of hypothesis is done!

:! #%plicit feelings of ambiguity! ;! Allows respondents more time to thin !” + u*$l V)#'ul$4'u, 2011.

The ,uestionnaire comprises of 9' ,uestions in total each signifying its importance to the research study in its own way! The first ,uestion of the self structured ,uestionnaire tends to measure the business activity of the participants thereby to assess the impact and influence of internet on that particular industry! The second ,uestion can be considered as an awareness of the si$e of the company among the employees regarding the man power resources in the company under study! It mainly measures the employee(s perspective on how decisive has e"commerce become for the company! The third ,uestion tends to measure the depth of e"commerce in the organi$ation under study! The fourth ,uestion is an implication that is raised regarding the purpose of a company web presence! The fifth ,uestion involves a <i ert scale format where the employees rate their level of e%pertise regarding the different perspectives of the company(s online issues! The ne%t ,uestion is a measure of the e%tent of the security used by the company in ma ing its web operations safe for both the business and the consumer as well! The seventh ,uestion is a representation of the employee level of e"commerce usage in the company! The eighth ,uestion draws the attention of the participants in en,uiring the impact of implementing e" commerce in the company! The remaining two ,uestions are on a personal basis where the penultimate one involves the measurement of the time spent in using the internet! While the last ,uestion is a closed ended ,uestion as ing participants to give their point of view regarding the effectiveness of e"commerce in the business! The ,uestionnaire was distributed among >' employees of the company and the participants were promised to eep their identity as well as their responses confidential! The respondents were selected randomly and the responses were compiled to get a meaningful conclusion! The ,uestionnaire had a covering letter stating the rationale of the research! Sampling involves the “deliberate choice of a number of people, the

sample, who are to provide the necessary data from which conclusions are drawn, involving a larger group, the population whom these samples represent!” (Dank):#'E, 1991) The data collection and analysis method involves a simple, clear"cut approach involving a survey ,uestionnaire forwarded to >' staff members of retail giants Celiance retail limited in Fo$hi ode, Ferala! The responses thus collected were compiled to arrive at a reliable conclusion regarding the topic under study! -or the purpose of obtaining credible results, special care was ta en in ma ing sure that there was no bias involved in collecting and gathering the responses so that the interpretation and following conclusion will not be affected in any way whatsoever! )ue to the structured nature of the survey ,uestionnaire employed in the research each participant too around 9'"9> minutes to complete the ,uestionnaire! /IMIT TION< O; T@E RE<E RC@ 1y using the ,ualitative survey method for the research, it presents certain constraints in the form of4 “The survey process being a time consuming techni,ue which results in delay of the research owing to the reliance upon others for collection and compilation of data! In addition the data collected via survey method cannot be considered as wide as other ,ualitative data gathering research methods! Overall by adopting a ,uestionnaire, there always e%ists a limit in the number of ,uestions as ed in the ,uestionnaire .” (<aun0$*4 $% al., 1997) 1esides the above mentioned ones, there e%ist other constraints in the form of the number of participants that too part in the survey! The sample si$e in the following research study employs >' participants which is not enough to get a generali$ed result! A greater sample si$e would be better in order to get convincing results! Also the survey techni,ue has an assumption that it involves the re,uirement

of less s ill and sensitivity in administration compared to in"depth interviews thus putting a shadow of doubt with regards to its reliability! (Dank):#'E, 1996) In addition to that the e%isting economic condition prevalent in India also re,uires more than enough contemplation! 1esides all that, the survey method has a significant drawbac of not being able to generate the same end result every time! Albeit, the researcher(s selection of the current techni,ue for conducting research in the topic under study is acceptable in terms of practicality with scope for including ,uestions in the ,uestionnaire that shall suit the respondents predilection thus allowing the researcher to gain much more unbiased responses that shall serve in attaining the ob+ectives of the research! In spite of the valuable efforts from the researcher in trying to avoid even the minutest of errors whatsoever, but since the researcher is convinced that the selected survey ,uestionnaire methodology shall aid the researcher in obtaining unbiased answers from the respondents thereby +ustifying its purpose in the research study! (R)"4)n, 1993)

RE<E RC@ N /=<I< The following chapter gives a clear depiction of the responses collected from the respondents offered in the survey ,uestionnaire! The responses collected were analy$ed and recorded in e%cel format with details of the analysis documented as pie diagrams and graphical representations! The responses obtained are depicted as follows4 M IN 5U<INE<< CTIVIT= Out of the total responses obtained, *> of the respondents opted for the retail sector, 9> of the respondents opted for the IT sector, ? for the telecom sector and ; for the finance sector! The data thus obtained is illustrated as follows4

;#,u*$ 1. Ma#n "u4#n$44 a'%#8#%>

E-COMMERCE CONNECTED TO 5U<INE<< The ne%t ,uestion reflects the responses obtained from the respondents with emphasis on the number of computers used for business activity in the wor place! Out of the responses obtained, it was ascertained that ma+ority of the respondents 5:;6 opted for > to 9' computers in the wor place, 9* of them opted for more than *' computers and the remaining opted for 9 to > computers! 8one of the responses were recorded for $ero computers! The responses obtained are represented as follows4

;#,u*$ 2. Nu1"$* )& ')1(u%$*4 #n8)l8$0 #n %9$ "u4#n$44.

EFTENT O; GG/IC TION O; E-COMMERCE IN T@E 5U<INE<< The following ,uestion is a measure of the e%tent of application of the e"commerce by the level of business in the chosen sector under study where the employees operate! The responses obtained were staggering, around *A of the respondents opted for using their computers for e" mail, online database service, own company website, leisure time 5other6 while 9? respondents opted for online database services and own company websites, A of the respondents opted for own company websites alone and the remaining A on online database services alone, : of the

respondents opted for e"mails! The others option included leisure, for which : of the respondents opted to! The above obtained results is depicted as follows4

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INTERNET U< AE T 5U<INE<< This ,uestion is a response of the time spent by the respondents in the company using the internet for business purpose! The responses obtained specifically were in favor of ? to 9' hours 5;>6 while the remaining responses were distributed as : for more than 9' hours and one each for up to one hour and 9 to > hours! The responses thus obtained were depicted as follows4

;#,u*$ 7. E-')11$*'$ u4a,$ a% "u4#n$44 GURGO<E ;OR E-COMMERCE The response to this ,uestion shall signify a characteristic outcome to the research topic under study! The response obtained shall give an overview of the perception that the employees have regarding the company under study! Out of the responses obtained, :; of the respondents chose the mar eting option, ? of the respondents chose eeping up with competitors, > of the

respondents opted for revenue generation, ; of them for building customer relationship and one of them for cost effectiveness! The responses obtained for the above is illustrated as follows4

;#,u*$ 6. Gu*()4$ )& $-')11$*'$ &)* "u4#n$44 /EVE/ O; EFGERTI<E The following ,uestion is an assessment of the e%pertise level of the employees in the company with relation to e"commerce thus signifying the nowledge they have regarding the e%tent of the e"commerce usage in the company! The responses were collected in a <i ert scale format which were categori$ed as beginner, fairly e%perienced, and very e%perienced in relation to software, hardware and miscellaneous aspects of e"commerce! The responses collected from the ,uestionnaire gave satisfactory results as :A of the respondents were very e%perienced in the software, hardware and miscellaneous aspects of e"commerce!9' of the respondents were fairly e%perienced in the software, hardware and miscellaneous aspect while the remaining * were beginners with their corresponding aspect in the e"commerce!

;#,u*$ ?. /$8$l )& $H($*%#4$ IMG CT O; E-COMMERCE This part of the ,uestionnaire tends to measure the outcome of employing e"commerce in the company in an employee(s point of view! The responses collected shall serve the purpose of measuring the effect of e"commerce in various aspects of the organi$ation! Out of the total responses obtained, :: of the respondents favored the option of improving customer and company profile, 99 of them opted for increasing sales table and the remaining ? of the respondents opted for e%tending customer base! 8o responses came in for others! The data collected from the respondents were recorded as follows4

;#,u*$ 7. I1(a'% )& $-')11$*'$ <ECURIT= O; T@E E-COMMERCE GROVIDED 5= T@E 5U<INE<< This is an ideal ,uestion to measure the security level of the e"commerce operation level offered by the company! The response obtained was basically one sided with all >' of the respondents opting in favor of the company! The response obtained is depicted as follows4

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E-COMMERCE ORA NII TION

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The penultimate ,uestion measures the respondent views on how successful do they believe that the e"commerce has become for their organi$ation! Out of the responses obtained, it was ascertained that the ma+ority of the respondents 5;:6 believes that e"commerce is a significant factor behind the success of the company! While the remaining @ respondents believed against it! The responses thus collected were compiled and pictorially represented as follows4

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