Specialization (Marketing) Project On

“CONSUMER’S BUYING BEHAVIOUR TOWARDS ONLINE

SHOPPING.”

Submitted in partial fulfilment of the requirement

For the award of degree of
Master of Management Studies (MMS)
(Under University Of Mumbai)

Submitted By

Jangam Pankaj Pandurang Sangeeta

(Roll No. M-08)

Under the Guidance of

Dr. Harish Kumar S. Purohit

2016-2018

PARLE TILAK VIDYALAYA ASSOCIATION’S

Institute Of Management
Vile Parle (E),
Mumbai – 400057.

I
 INSTITUTE CERTIFICATE

This is to certify that project titled “CONSUMER’S BUYING BEHAVIOUR TOWARDS

ONLINE SHOPPING” is successfully completed by Mr. Pankaj Jangam during the IV
Semester, in partial fulfillment of the Master’s Degree in Management Studies recognized by
the University of Mumbai for the academic year 2016-18 through Parle Tilak Vidyalaya
Association’s Institute of Management, Vile Parle (E), Mumbai – 400 057.
This project work is original and not submitted earlier for the award of any degree / diploma
or associate ship of any other University / Institution.

Dr. Harish Kumar S. Purohit

Signature of the Guide

IV
 DECLARATION

I, Mr. Pankaj Jangam MMS Student of Parle Tilak Vidyalaya Association’s PTVA’s
Institute of Management, hereby declare that I have completed the project titled
“CONSUMER’S BUYING BEHAVIOUR TOWARDS ONLINE SHOPPING”
during the Academic Year 2018.

The report work is original and the information/data and the references included in the
report are true to the best of my knowledge. Due credit is extended on the work of
Literature/Secondary Survey by endorsing it in the Bibliography as per the prescribed
format.

Name: Pankaj Jangam

Roll no.: M-08

(Signature of student)

V
 ACKNOWLEDGEMENT

With immense please I am presenting my WIP report on “CONSUMER’S BUYING

BEHAVIOUR TOWARDS ONLINE SHOPPING”

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of my internship project. I am thankful for their aspiring guidance, invaluably
constructive criticism and friendly advice during this project work. I am sincerely grateful to
them for sharing their truthfully and illuminating number of issues related to the project.

I am deeply grateful to our Guide, Dr. Harish Kumar S. Purohit for his guidance which was
valuable throughout my project.

I perceive this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives.

VI
 TABLE OF CONTENT

Sr. No. Particulars Page No

1. Executive Summary 1

2. Introduction 2

3. Online Buying Behavior Of Consumers 4

4. Internet User’s Base 6

5. Internet Usage In India 7

6. Biggest Problems of Online Shoppers 8

7. Emotions In Decision-Making: How To Improve Customers’ Shopping 10

Experience?

8. Growth Rate Of Online Shopping 12

9. Industry Overview 13

10. Literature Review 16

11. Objectives 18

12. Research Methodology 19

13. Data Analysis & Interpretation 20

14. Findings 24

15. Limitations 25

16. Conclusion 26

17. Bibliography/ References 27

18. Annexure 28

VII
 EXECUTIVE SUMMARY

The project is about:

 Analysing online shopping habits of consumers &

 To understand the leading e-commerce websites.

 The aim of the study is to analyse the online shopping habits of consumers by a method of
survey through structured questionnaire which would involve questions which would help to
find out different perception of consumers about online shopping.

 The purpose of this study is to examine and analyse the consumer’s buying
behavioural pattern towards online shopping

 It would also help us to understand which are the leading websites which the consumers
prefer the most while online shopping and what are the obstacles or hurdles they face during
the process.

 The data was collected from respondents through a structured questionnaire containing
questions. The study result concluded that future of e-commerce in India especially in cities
looking very bright.

 This project is a part of survey, and focuses on factors which online Indian buyers keep in
mind while shopping online. This survey found that information, perceived usefulness, ease
of use; perceived enjoyment and security/privacy are the five dominant factors which
influence consumer perceptions of online purchasing.

1
 INTRODUCTION

 Online shopping is quite common these days in the developed world than it was about five
years ago and it is gaining its market in India comprising 120 million of Internet population in
contrast to the global 1 billion Internet users in 30 aspiring countries.
 Asia Pacific region hits for maximum worldwide Internet audience of 41% followed by
Europe (27%), North America (14%), Middle East Africa (9%) and Latin America (9%)
(2013). Consumers find the worldwide web a great place for bargain-hunting, with most
goods available at lower prices than in a bricks-and-mortar store.
 But convenience appears to be an even bigger attraction as revealed in surveys because most
online shoppers find the crowded high street too stressful providing an escape from the
traditional brick shops to easy access Internet shops.

2
 These virtual shops are information intensive providing customers all the informational
content related to product or services like specifications, cost and feature comparisons,
advertisements, offers and discounts. The new age media i.e. the digital media provides an
opportunity for deeper content, reviews, multimedia and interactivity.
 Internet has emerged as a powerful media for information flow having an immediate effect on
users. In India, the Internet users are increasing rapidly leading to a big competition in online
market.
 E-shops provide the latest products and services that too with attractive offers. A lot of time is
saved by shopping online as compared to personally going to the retail shop to buy the desired
products or services.

3
 ONLINE BUYING BEHAVIOUR OF CONSUMERS
 Online shopping is the consumers shopping behaviour to shop online. The people who find it
easy to use, useful and enjoyable can accept online shopping. Technology acceptance model
is used to understand the variables that affect online shopping. These variables are perceived
risk, perceived usefulness, perceived ease of use and perceived enjoyment. These variables
and their effects on online shopping are explained as follows:

Perceived risk:

 Perceived risk can be defined as the subjective belief of consumer suffering a loss in search
of a desired outcome. It has stronger correlation with willingness to shop online than
convenience. Perceived risk is a consumer’s belief about possible uncertain negative results
from any electronic operation. Safety, personal privacy and service or product quality are the
mandatory concern areas of the consumer who like to do on-line transaction.
 Perceived risk has a negative and significant influence on consumer buying attitude towards
online shopping, for instance e-retailing. Perceived risk is an important element of consumer
attitude towards online shopping behaviour.
 There are generally two elements of perceived risk which are associated with the process
of online shopping: risk related to the context of online transaction and risk related to the
product or service. There are two elements of perceived risk related to the process of online
shopping.
These are: Internet credit card stealing and confidentiality of consumer’s personal
information. One can’t eliminate perceived risk because there is no physical interaction but
it can be changed by the association with transaction processes or consumer trust on online
transactions.
Most of the websites try different ways to protect customer data. They try to improve their
security precautions and payment methods. If consumers trust the internet shopping web
sites their intention to purchase would increase. The issue of payment security affects not
only new internet shoppers but also existing internet shoppers. Some existing internet
shoppers avoid to shop online because of payment security issue.

Perceived enjoyment-

 Consumers who are hedonist have experiential shopping behaviour. Hedonists not only
gather information to shop online but also seek fun, excitement, arousal, joy, festive, fantasy,
adventure, etc. These experiential shoppers want to be immersed in the experience rather than
to achieve their goals by shopping online and their perceived experiences also depend on the
medium characteristics that induce enjoyable experiences.

4
  The degree of interactivity that a Website offers is a strong factor in support of establishing
this relationship, because experiential shoppers usually find more enjoyment in interactive
environments than in pure text environments.
 Enjoyment in shopping can be two-fold: enjoyment from the product purchased as well as the
process of shopping itself. Online shopping like in-store shopping, provided both types of
enjoyment and such enjoyment can positively or negatively influence online shopping.
“Enjoyment” results from the fun and playfulness of the online shopping experience, rather
than from shopping task completion.
 The purchase of goods may be incidental to the experience of online shopping. Thus,
“Enjoyment” reflects consumers’ perceptions regarding the potential entertainment of
internet shopping found “enjoyment” to be a consistent and strong predictor of attitude
towards online shopping says that if consumers enjoy their online shopping experience, they
have a more positive attitude toward online shopping, and are likely to adopt the Internet as a
shopping medium.

Perceived ease of use:

 Perceived Ease of Use (PEOU) is the degree to which a person believes that using a particular
system would be free from effort. Ease of use can also be defined as a person’s perception
that using the new technology will be free from effort. Perceived Ease of Use (PEOU) has a
significant and positive influence on consumers’ attitude about e-shopping .The elements of
Perceived Ease of Use (PEOU) are the easy system, process, elastic and effortless to become
skilful.
 Easier technology is always easily accepted by the consumers rather than complex
technology for online shopping. Usually consumers do not wish to use complex technology
for buying any product or service online. Meanwhile website characteristics play a major role
in determining perceived ease of use in online shopping.

Perceived usefulness:

 In perspective of e-shopping, perceived usefulness is customers’ perception that by shopping

online his or her performance will be enhanced. Perceived usefulness (PUSF) is considered
as the utilitarian factor that affects online shopping.
 Customers tend to use that online website which significantly affects their performance, its
Customer’s probability that shopping online would increase his/her efficiency and this
positively affects the entire purchase process. Customers prefer to acquire a product when
such usage is perceived to be useful.

5
 INTERNET USER’S BASE
 India is on the verge of an Internet boom with a projected user base of 330 million to 370
million by 2015, which will be the second largest in the world, and the largest in terms of
incremental growth.
 The Internet has changed the way we consume products and our means of satisfying our
demands for our comfort. The new buzz of online shopping is witnessing lot of changes and
gaining people trust day by day.
 The major advantage that India enjoys is a significantly skewed online population of which
75% is younger and below 35 years of age as compared to any BRIC countries.
The online retail market is less developed and requires deeper penetration and consumer
engagement strategies. This research paper is an attempt to examine the online shopping
habits of consumers in India as it is evident that the shopping industry has been
revolutionized with the advent of e commerce.

6
 INTERNET USAGE IN INDIA

 Over the past few decades, the Internet has developed into a vast global market place for
the exchange of goods and services in the world. In many countries, the Internet has been
adopted as an important medium, offering a wide assortment of products with 24 hour
availability and wide area coverage.

 Indians use the Internet for e-mail and IM (98%); job search (51%); banking (32%); bill
payment (18%); stock trading (15%); and matrimonial search (15%) etc. (Feb, 2006 data) .
The growth rate of electronic commerce in India.

 However, has yet been much below anticipation; its proportion of total retail business is still
small due to its certain limitation. Compared to developed countries (e.g., United States of
America), Indian telecommunications infrastructure is weak.

 Thus consumers throughout the country are not as prone to shop online as more
technologically advanced countries. India’s low credit card penetration may be another
barrier to online shopping. Finally, India’s distribution system is unable to provide timely and
reliable delivery of products. This limitation is further exacerbated when the return of
products purchased online is taken into consideration.

 In addition, little empirical research exists regarding Indian online retail market and variables
that influence Indian online consumers’ purchasing behaviours. Thus it is important to
understand variables that influence Indian consumers’ online purchasing behaviours.

7
 BIGGEST PROBLEMS OF ONLINE SHOPPERS

 Online Shopping is undoubtedly on an upward trajectory. But, here’s the kicker: While 43%
of sales are influenced by online, online sales account for only about 9% of retail. It’s still an
impressive figure, but it also shows that there’s huge room for improvement. There are still
groups of online shoppers who refuse to buy online and factors such as great products,
competitive prices, or easy check out have little to do with it.

1) It’s complicated:

 While shoppers are attracted to complex-looking sites, they are increasingly frustrated by
complicated site navigations, overwhelming options and irrelevant details. Approximately 50
percent of potential sales are lost because visitors can’t find what they are looking for. visitors
shouldn’t have to learn how to navigate the website, it should come naturally.

 Solution: Is the navigation and site structure simple, yet informative? Companies can use heat
map tools to understand what shoppers are trying to do and reduce the number of clicks it
takes them to find the products they’re looking for. Remove all the clutter that can distract
your visitors and allow them to get a good feel for your company and the products they are
selling.

 An effortless and intuitive navigation not only reduces shopper frustration, it’s also a great
confidence builder. Simply put, make them fall in love with you and your store on first sight.

2) Boring experience:

 It may come to you as a surprise, but the attention span of an online shopper isn’t any shorter
than that of any other shopper on the high street. The key difference: Once online shoppers
are distracted, uninspired or bored, they’re gone.
 Solution: Create rich, enjoyable adventures that resonate with today’s impatient shoppers.
Integrating approaches and technologies that make shopping more interactive, such as
gamification techniques, interactive product guides social shopping are great ways to sustain
your shopper’s attention. Companies should always design website with speed in mind. Not
all customers have access to the same high-speed Internet. Kissmetrics reports that 25% of
visitors will abandon website if it takes more than 4 seconds to load.
 Example: Dropbox included an element of gamification in its platform by offering additional
storage space if users complete certain tasks.

8
3) Missing product information:

 Consumers hate dealing with returns just as much as retailers or brand manufacturers do.
They refuse to buy a product online, if they cannot capture it mentally or cannot imagine how
it will look like once unpacked. Not offering detailed product information that address the
shopper’s questions about a product is a crucial mistake. It reduces your trustworthiness and
triggers your visitors to leave your store in a hot second.

 Solution: To avoid ticking online shoppers off, help them assess your product properly and
give them all the information they need to feel comfortable purchasing your product. Use
the same structure and spec labels for similar products to help your customers compare and
decide. Remember: Consistency is a key.
Example: Mi Note 4 description at mi.com

9
 EMOTIONS IN DECISION-MAKING: HOW TO IMPROVE
CUSTOMERS’ SHOPPING EXPERIENCE?

 The reasons behind liking or disliking someone are obviously more emotional than logical.
As a study by Frank Bernieri of Oregon State University indicates, we make strong initial
judgments of a person from observing just a few seconds, or a “thin slice”, of their behaviour.
 It is absolutely safe to say that the same applies to how your customers feel about your
business. How important is the role of emotions in online shopping? Do shoppers feel like
buying from your store, or do they have reasons to ditch you for your competitors? There are
plenty theories and studies out there exploring why consumers buy.
 Marketers know that an understanding of consumer purchase behaviour is crucial and must be
based on knowledge of human psychology and the paramount influence that emotions have
on decision-making.

Emotions in the Online Buying Process:

 When your customers shop at your store they will likely try to apply logic to compare product
features, prices, reviews to justify a product preference. Neuroscience, however, claims that at
the point of choosing a product emotions are more important drivers than logic. If your store
and the shopping experience you offer just doesn’t feel right for your customers, their
emotions are signalling them from their subconscious mind: “don’t buy here!”

 So, while you’re trying to give them logical reasons to purchase your product (e.g. lower
price or fast delivery), you must also try to trigger the right emotions in order to seal a sale.

 If you’re a retailer, you surely do provide some kind of support services like live chat or
phone support – the question is whether you offer it to the right customer in the right stage of
their decision-making process.

10
A shopper usually goes through 5 stages in their buying process:

 Especially in the stages like Information search and Evaluation of alternatives, most
customers do not feel particularly confident, which has the potential to trigger strong
emotions like frustration, confusion or annoyance.
 Frustrated shoppers who are unable to choose will most likely postpone their purchase,
whereas confused shoppers may rush themselves only to get over with it quickly, and choose
something they will regret later. Annoyed shoppers on the other hand, are quick to leave your
store and head straight to a competitor, swearing to never ever return. The effects of a bad
experience.
 Smart sellers should focus particularly on these two most critical stages and step up as
trustworthy authority that supports overwhelmed customers. It’s best done by giving shoppers
the reassurance and confidence they need to follow through with the purchase.

 You have to actively help your shoppers to walk through the decision-process smoothly. The
more customer-oriented you design these stages in the purchase process, the more positive
emotions will shoppers associate with your store

11
 GROWTH RATE OF ONLINE SHOPPING

 With the increasing internet literacy, the prospect of online marketing is increasing in
India. The consumers indulging in online shopping consider many factors.

 If companies analyse the factors affecting consumer behaviour towards online shopping and
the relationships between these factors and the type of online buyers, then they can devise
effective marketing strategies to convert potential customers into active existing ones, while
retaining online customers.

Factors That Boost sales in Online Shopping in India:

 Rapid growth of cybercafés across India access to Information the increase in number of
computer users reach to net services through broadband middle-class population with
spending power is growing.
 There are about 200 million of middle- class population good spending powers. These people
have very little time to spend for shopping. Many of them have started to depend on internet
to satisfy their shopping desires.

12
 INDUSTRY OVERVIEW

Online retail industry is 1.4-1.6 billion $. According to a recent TechnoPak report, e-tailing has the
potential to grow more than hundred-fold in the next 9 years, to reach $76 billion by 2021.

 This growth will be driven by the country's growing Internet-habituated consumer base,
which will comprise 180 million broadband users by 2020, and a burgeoning class of mobile
Internet users. In the next five years, Indian online retail industry will grow to 10 billion $.
 Some of the major challenges for online retailers are customer loyalty, trust, and education.
Most of the customers prefer Cash on Delivery option instead of credit/debit card payment.

 The major players in this industry are Flipkart, Snapdeal, Amazon, Myntra, Jabong,
Homeshop18, India plaza etc.
 Now, with some information about online retail industry in India, we will go for the Porter’s
Five force framework and analyse this industry.

13
Top online shopping websites in India are as follows:

1. Flipkart.com

 This one has to come first hands down. The entire country is completely dependent on
Flipkart for nearly all their shopping needs. Flipkart sells everything from gift vouchers to
electronics to home appliances. In fact, statistics claim that there are more items on flipkart
than in a mall. Hence, Indians are heavily reliant on flipkart for all their shopping needs.

2. Amazon. in

 A large number of people from India swear by the services of amazon. Amazon and flipkart
are always at war with each other and are always at close heels. Amazon has an equally large
number of products as flipkart. In fact, Amazon apparently sells more than flipkart. Since
amazon is an American company, it lacks the desi taste that would be preferred by an Indian.
It would be wise to indianise its Indian domain. It would then be an instant hit amongst the
masses.

3. Snapdeal.com

 Snapdeal is a completely Indian website and is often preferred by the masses for its cheap
rates. It sells products at really low prices and hence, is a favorite of the masses. It is a good
idea to buy from Snapdeal if you are looking for absolutely cheap prices. However, there
have been times when consumers have complained of the products of Snapdeal and hence,
some of them stay away from Snapdeal.

14
4. Jabong.com

 Jabong is again an American brand but seems to be doing very well in India. It has a large
number of clothes and accessories for sale and is a complete paradise for those who love
shopping for clothes. It has all kinds of products from western wear to desi kurtis and it would
be fun to sit home and shop for clothes on jabong. Jabong is excessively preferred by women
shoppers.

5. Myntra.com

 An equally large number of women favour myntra over jabong. Myntra also has a large
number of accessories and clothes on its online portal. It has a large number of categories as
well and one can buy from a category of their choices. From western to ethnic to traditional,
all kinds of clothes are sold on myntra.

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 LITERATURE REVIEW

TITLE: CONSUMER’S BUYING BEHAVIOUR TOWARDS ONLINE SHOPPING

Article: Volume III, February’14 ISSN – 2277-1166

Author: Prashant Singh

 The project report states that the increasing consumption of Internet has made India as the
third largest Internet population globally comprising about 73.9 million users. The study
findings suggest that online retail in India is on a big rise having huge growth potential with
about 60 percent of web users visiting online shopping website.
 The major players in the segment are Flipkart, Amazon, Snapdeal, homeshop18 and Jabong
with others. The users mostly look for apparels (21.0%), computer shopping (16%) and
consumer electronics (13%) with specific mention of comparison shopping accounting for
almost 15% in online retail categories.
 Presently, India’s online population is rising with a yearly pace of 31% with inclusion of 17.6
million users in the year 2012. India has become the third largest nation for Internet users in
2013 after US and China increasing by 31% by March 2012(The Hindu, August 24, 2013).
The McKinsey (2012) reported 1.6% contribution of the Internet to India’s GDP worth $ 30
billion and a consumer surplus amounting $ 9 billion. India added 15 million e-commerce
users. E-commerce growth in India has also been directly proportional to Internet penetration
in India.
 The study reveals that about 89 percent of the youth in India conducts online research prior to
make any purchase; about 74 percent has the capability to influence the purchase decisions in
their circle. Gen Y is individualistic in nature comprising 43 percent alone shoppers, and
approximately one third highlighted the importance of personal satisfaction for every
purchase decisions. The interesting thing to notice is that 90 percent consumers give a
responsible share feedback with companies after their usage experience.

16
TITLE: Analysis of online shopping behaviour of Consumers.

Article: Vol. 2, No. 1, January-February (ISSN 2278 – 5973)

Author: Dr.Payal Upadhyay

 India has leap-frogged Brazil and Russia to become the fifth largest e-commerce market in
the world, behind China, Japan, Germany and USA. As of December 2012, India had 44
million online retail visitors which is only 62% reach of e-commerce among online users
while the worldwide average is around 73%. About 75% of India’s e-commerce users are
below the age of 35.
 More number of transactions falls in the 35 – 44 age group. The younger segment, which is
anybody below the age of 35 are the dominant population in the Indian online space.
 As a result of a robust gross domestic product, India is now the fourth-largest economy in
terms of purchasing power parity. According to a Goldman Sachs report, India could become
the second-largest economy in the world by 2050. In addition, India’s middle class is rapidly
increasing and more and more consumers can afford internet access.
 A retail revolution is occurring in India as new and expanding merchants are multiplying.
Various product lines such as FMCG’s, Fast Moving Consumer Goods, which include
cosmetics, personal hygiene and cleaning products, light bulbs and paper products are
responding to competition by improving their packaging and presentation.
 Due to the emergence of new retailers, customers have more choices, more buying power,
and driven more by impulse than by need. Despite the rapidly growing retail sector the Indian
government has restrictions on direct foreign investment and a multitude of regulations and
restrictions in this arena. These policies create restrictions for customers which are
neutralized by online shopping.

17
 OBJECTIVES

 To find out the consumer behaviour and habits towards online shopping.

 To know the reason for online shopping.

 To examine the growth of online shopping in India.

 To identify factors which determine the online shopping trends.

 To understand the leading e-commerce website in India.

 To study latest trends in online shopping industry in India.

 To study consumers buying process in online shopping.

18
 RESEARCH METHODOLOGY

OBJECTIVE:

 To find out the factors affecting the online shopping behaviour

 . To study the behaviour of online shopping
 To study the factor important while using the online shopping.
 To study the Satisfaction level of online shopper.

DATA COLLECTION:

 The study was conducted by the means of personal interview with respondents and the
Information given by them were directly recorded on questionnaire. For the purpose of
analysing the data it is necessary to collect the vital information.

There are two types of data, this are-

 Primary Data
 Secondary data

COLLECTION TECHNIQUE:

 Primary Data-Questionnaire method

 Secondary Data-Journal Websites articles

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 DATA ANALYSIS AND INTERPRETATION
1. GENDER:

 63% of the total respondents were males; 37% of Female.

 This may be a reflection of more males preferring to purchase electronic goods

online.

2. AGE GROUP:

 The study shows that majority (51%) of youngsters in the age group of 15-25 years
shop online.

 Followed by 16% which comes under the age group of 26-35The age group under 36-
45 & 46-55 both has 14% and the age group of 55+ has the less usage of internet that
is only 5%.

20
3. DO YOU SHOP ONLINE?

 80% of respondents in the study shop online.

 This is reflective of the general population which is increasingly moving towards

online shopping.

4. IF YES, HOW OFTEN?

 50% respondents shop online once a month.

 This is indicative of the fact that although consumers are moving towards online
shopping, the conversion is slow.

 28% shop less than once a month and 9% of them shop once a week.

 And 13% of them shop fortnightly

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5. IF NO, REASON FOR NOT SHOPPING FOR ONLINE?

 Out of the 20% respondents who do not shop online.

 38% respondents state the reason that online shopping is not as satisfying as shopping
offline in a store.

 This is closely followed by 33% who find online shopping unreliable.

 17% state bad experience of friends demotivated them to shop online.and 12% had
previous bad experience.

6. WHICH ONLINE SHOPPING WEBSITE ARE YOU AWARE OF?

 Flipkart enjoys highest awareness among 42% respondents followed by 28% for
Amazon.
 Snapdeal with 15% of Awareness, Jabong has only 5% and eBay with 10%.

22
7. FROM WHICH WEBSITE DO YOU SHOP MOST?

 47% respondents prefer Flipkart for online shopping.

 This is remotely followed by Amazon at 26%.

 13% of them shop from eBay, 11% from Snapdeal and 3% from Jabong.

8. MOST IMPORTANT REASON FOR SHOPPING ONLINE

 The most important reason for 24% respondents for shopping online is that it provides
for ‘cash on delivery’

 Followed by 18% respondents who believe they can avail of good offers and
discounts if they shop online.
 And 15% of them shop online because they get genuine product& many more.
23
 FINDINGS

 Consumers are slowly but steadily engaging in online shopping.

 Youngsters are the biggest segment currently involved in online shopping.

 Flipkart and Amazon leading websites in awareness.

 Most numbers of consumers prefer Flipkart for online shopping.

 This is also reflected in terms of consumer preference when shopping online.

 Cash on delivery and good offers/ discounts are the key triggers for online shopping.

24
 LIMITATIONS OF THE STUDY

 The study covers a time period of two months only.

 The research is based on the data collected from the metro city only.

 Most of the respondents may not give accurate data or information.

 The secondary data are gathered from standard text books, Articles and other
records which might possess inherent limitations of exactness of statistics.

25
 CONCLUSION

 The primary barrier to online shopping is consumer perception of ‘online shopping not
being reliable’ and ‘not as satisfying as offline shopping’

 One reason why consumers prefer offline shopping over online shopping is the touch and
feel experience they get.

 Also one more reason why many consumers avoid online shopping is lack of user
friendly websites.

 Convenience appears to be a bigger attraction as revealed in surveys because most online

shoppers find the crowded high street too stressful providing an escape from the
traditional brick shops to easy access Internet shops.

26
 BIBLIOGRAPHY

 Balasubramanian, S., Konana, P., &Meron, N. M. (2003). Customer satisfaction in virtual

environment: A study of online investing. Management Science, 49(7), 871-889.
 Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online
trust same for all websites and consumers? A large-scale exploratory empirical study.
Journal of Marketing, 69, 133-152.
 P. H., Khatibi, A., &Hish, I. (2006). E-commerce: A study on online shopping . Journal of
Social Science, 13(3), 231-242. ComScore (2013).
 India Digital Future in Focus 2013: Key Insights & the Digital Trends Shaping the
Indian Online Space, 22 August, 2013.
Rastogi, A. K. (2011). Online shopping: A modern approach of buying. Shodh.

Reference
 http://articles.economictimes.indiatimes.com/2014-02-13/news/47305247_1_logistics-
arm-payzippy-sachin-bansal
 http://forbesindia.com/article/boardroom/can-flipkart-deliver/33240/0
 http://www.business-standard.com/article/companies/flipkart-changes-business-model-
launches-flipkart-marketplace-113040600051_1.html
 http://businesstoday.intoday.in/story/flipkart-strategy-to-tackle-competition-from-amazon-
india/1/202612.html
 http://www.huntshire.com/Company/Values/102/flipkart
 http://www.moneycontrol.com/smementor/mentorade/infotech/e-retail-industry-will-be-
worth-10-billion5-yrs-time-995352.html.
 https://www.quora.com/Which-was-better-Flipkarts-Big-Billion-Day-or-Amazons-
Great-Indian-Festival-Sale
 http://gadgets.ndtv.com/internet/news/amazon-great-indian-festive-sale-to-take-on-
flipkarts-big-billion-days-749548
 http://www.newindianexpress.com/business/news/Online-Shopping-Trends-in-
2016/2015/10/08/article306955.
 http://www.guided-selling.org/emotions-in-decision-making/
 http://www.guided-selling.org/solve-the-5-biggest-problems-of-online-shoppers/

 http://indianexpress.com/article/technology/technology-others/bigbillionday-gets-flipkart-
millions-of-unhappy-customers/

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 ANNEXURE

Questionnaire– Online Shopping Habits:

Age : 15-25 26-35 36-45 46-55 55+

Sex : Male Female

1. Do you do online shopping?

Yes No

2. If yes, how often?

Once a week Fortnightly Once a month More than once a month

3. If no, could you please mention the reason for not doing online shopping? ( Can tick more
than one)
Not reliable previous bad experience Bad
Experience of friends/relatives etc. not as satisfying as offline shopping

Any Other (Please specify)

4. Which online shopping websites are you aware of?

Flipkart Amazon Snapdeal Jabong Myntra ebay Naaptol
Yebhi.com YepMe.com India times Homeshop18 ShopClues
Shopping Shopping.rediff.com Junglee.com
Other than mentioned above,

5. From which website do you shop the most? [Please rate on a scale from 1(minimum)
to 5(maximum) ]

Amazon Flipkart Snapdeal Jabong ebay Naaptol

Myntra YepMe Yebhi ShopClues Indiatimes Shopping
Homeshop18 Shopping.rediff.com Junglee.com

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 6. What makes you shop from your preferred website? (Can tick more than one)

Quick Delivery No transaction issues genuine product

Cash on delivery Easy replacement Good packaging
Good customer support User-friendly website Reputation of website
recommended by friends or family Good offers/discounts others

7. Which is the most important reason of all? ( Please tick ONLY ONE)

Quick Delivery No transaction issues genuine product

Cash on delivery Easy replacement Good packaging
Good customer support User-friendly website Reputation of website
recommended by friends or family Good offers/discounts others

If other, please mention

8. Which mode of payment do you prefer while shopping online?

Cash on delivery Debit Card Credit Card Net Debit Card
Banking EMI

9. What is your general transaction amount while shopping? (In rupees)

100-500 500-1000 1000-5000 5000-10,000

Thank you for your time

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