CHAPTER 3: OBJECTIVES AND HYPOTHESES

Research Objectives and Hypotheses developed are discussed in subsequent sections.

3.1 RESEARCH OBJECTIVES

Research Objectives have emanated from research problem statements in section 1.13 and have

been developed for this research, after an in-depth study of the domain and review of literature,

detailed in chapter 2. In finalization of these research objectives, due consideration has been

accorded to critically examine efficiency and effectiveness of current practices of marketers,

reveal underlying motives and factors of online consumer behaviour, while ensuring practicality

of these objectives. Alongside online consumer purchase behaviour dynamics, the situation of

online retailers, who function as key marketplace influencers and their industry, has also been

given adequate attention.

The research objectives, accordingly been developed are as follows:

1. To study the effect of online shopping on consumer purchase behaviour.

2. To compare the effectiveness of online shopping on consumer purchase behaviour

demographically (gender, occupation, residing place, age, and education).

3. To identify e- shoppers segment on the basis of online shopping behaviour.

3.2 RESEARCH HYPOTHESES

The research hypothesis for the first objective to be put to test is stated below for null hypothesis;

Ho1: There is no significant effect of online shopping factors on online purchase behaviour.
Stating the alternate hypothesis;

H11: There is significant effect of online shopping factors on online purchase behaviour.

Factor Analysis using principle component method was performed on the factors and 35 factors

were reduced to identify the important factors for online purchase behaviour which could

strategically be used by marketers to satisfy the consumers.

In order to achieve the objectives no.2 i.e. ‘To compare the effect of online shopping on

consumer purchase behaviour demographically (gender, occupation, residing place, age, and

education’, a set of 5 hypotheses have been formulated, which have been tested against all 35

factors of online shopping. Therefore there were total 175(35 x 5) cases in objective no. 2.

Conclusions were drawn on the basis of the test outcome. The hypotheses are given below in

pairs of null hypothesis and alternate hypothesis:

Ho1: There is no significant difference on the effect of online shopping factors across categories
of educational qualification (up to graduation, post graduation, professional).
H11: There is significant difference on the effect of online shopping factors across categories of
educational qualification (up to graduation, post graduation, professional).

Ho2: There is no significant difference on the effect of online shopping factors across categories
of age (below 30 years, 30-50 years, above 50 years)
H12: There is significant difference on the effect of online shopping factors across categories of
age (below 30 years, 30-50 years, above 50 years)

Ho3: There is no significant difference on the effect of online shopping factors across categories
of gender (male, female)
H13: There is significant difference on the effect of online shopping factors across categories of
gender (male, female)
Ho4: There is no significant difference on the effect of online shopping factors across categories
of occupation (Working, Non- Working)
H14: There is significant difference on the effect of online shopping factors across categories of
occupation (Working, Non- Working)

Ho5: There is no significant difference on the effect of online shopping factors across categories
of residing place (Urban, Rural)
H15: There is significant difference on the effect of online shopping factors across categories of
residing place (Urban, Rural)

The third objective was fulfilled by putting the following hypothesis to test. The null hypothesis

is stated below;

Ho1: There are no significant bases of segmentation on the basis of online shopping behaviour.
Stating the alternate hypothesis;
H11: There are significant bases of segmentation on the basis of online shopping behaviour.
Cluster analysis was performed to test the hypothesis and results obtained were instrumental in
accepting or rejecting the hypothesis developed.

Pilot Studies:

After literature review and consultation with guide and experts the questionnaire was developed.

This questionnaire was put to test to detect any failure in understanding by the respondents, or in

delivering the questionnaire.

Sl. Items

No.

1 Time convenience

2 Place convenience
3 Easy price comparison

4 Easy access to information

5 Infinite choice in products and services

6 Easy access to customer review

7 No shopping traffic or crowds

8 Better price

9 Better security (payment and delivery)

10 Fewer expenses (reduces expense of eating, travelling etc. While

shopping)

11 No compulsive shopping

12 Discreet purchases

13 Save time

14 Better after sales service

15 24/7 availability for any problem

16 Easy payment option

17 Easy placing order

18 Better scope of discount

19 Easy maintenance of purchase records

20 Better security for personal details

21 Faster Service

22 Proper billing

23 Quick return policy

 24 Cash on Delivery Option

25 No wait period

26 Quick refund

27 Details match product delivered

28 No price change on delivery (additional costs added)

29 After sales service

30 Decrease in price on website soon after delivery

The initial questionnaire consisted of 15 questions which was increased to 30 (for pilot survey)

and subsequently to 35(for final survey). The inputs of the respondents were taken into

consideration for incorporation as an open ended question was given to ask if any other factors

were important for them.

The collected data was subjected to dummy analysis to detect if any improvements were

required. To improve the authenticity of questionnaire some check questionnaires were

incorporated and spurious data were rejected and not used in the research. There was an effort to

test each and every part of the research plan, to avoid any problems towards the end of the

research.

Pilot study to improve the research and its effectiveness was very useful for the result and for the

smooth flow of the research work. It helped to identify the various loopholes and proper

collection of various types of data for proper analysis. Building proper gaps and intervals in the

questionnaire to support the data collection.