LOG IN SIGN UP

CUSTOMER SATISFACTION IN ONLINE SHOPPING AMONG YOUTH OF

SHIMLA CITY VISHAL SHARMA (2527

Vishal Sharma
 

Customer satisfaction in Online Shopping among youth of Shimla city

CUSTOMER SATISFACTION IN ONLINE

SHOPPING AMONG YOUTH OF SHIMLA CITY
A PROJECT REPORT

Submitted by

VISHAL SHARMA (2527)

in partial fulfillment for the award of the degree
 of

MASTERS IN BUSINESS ADMINISTRATION  

at

HP UNIVERSITY BUSINESS SCHOOL

HIMACHAL PRADESH UNIVERSITY
SHIMLA (HP)

JUNE 2014

HP University Business School, Shimla Page 1

DECLARATION  

I, Vishal Sharma, hereby declare that the research project titled “Customer
satisfaction in online shopping among youth of Shimla city ” submitted for the

award of MBA degree, is my original work and the project has not formed the
basis for the award of any degree, associate ship, fellowship or any other similar
titles. Any literature, data or works done by others and cited within this dissertation
has been given due acknowledgement and listed in the reference section.

Place: Shimla Vishal Sharma

Date: 30th June 2014 Roll No. 2527
 HP University Business School, Shimla Page 2

CERTIFICATE

This is to certify that the project entitled “Customer Satisfaction in Online

Shopping Among Youth of Shimla city” is the bonafide work undertaken by
Vishal Sharma, a student of MBA (Marketing & HR), at Himachal Pradesh
University Business School, Shimla, during the year 2014, under my guidance in
partial fulfillment of the requirements for the award of the Degree of Masters in

Business Administration and that the project has not formed the basis for the award
previously of any degree, diploma, associate ship, fellowship or any other similar
title.

Dr. Shyam Lal Kaushal

Professor (Human Resource)
HP University Business School, Shimla

Place: Shimla
Date: 3rd July 2014

HP University Business School, Shimla Page 3

EXECUTIVE SUMMARY

This study endeavors to understand the customer satisfaction in online shopping among Youth of
Shimla city, while investigating the major reasons & factors which influence a customer’s
decision for purchasing online and the level of satisfaction achieved by him/her by making

online purchases.

Jarvenpaa and Todd (1996-97)  propounded certain factors which were found to influences the
customer’s online purchase decision. These factors were chosen as the basis of framework of this
study to explain customer satisfaction in buying products online. The existing literature was
reviewed to discover reasons that would influence a customer’s behaviour positively or
negatively towards shopping online.

A Survey was conducted in various suburbs of Shimla city (Himachal Pradesh) by distributing
questionnaires to gather data for this research. Online questionnaires were also used.

MS Excel 2007 software package was used to store collected data, analyze it graphically and to
test the research hypothesis.

From the findings, it was discovered that the respondents used internet to purchase products
online owing to factors like Quality of products, Speed of delivery, Low prices, difference
between expected & real products, repurchases option, after sales services, customer care
services, easy online payments, returning/replacing, special discounts/offers, recommending
others to buy online and variety of choice available

Furthermore, the result of hypotheses established that the youth of Shimla city were overall
satisfied with their online shopping experience.

Finally, the study remained successful presenting positive results with respect to the satisfaction
level of Shimla youngsters towards online shopping.

HP University Business School, Shimla Page 4

 
 ACKNOWLEDGEMENT

Through this section, I would like to thank all those who have helped in any way, odd or even, in

making this project successful.

I express my wholehearted gratitude to the Himachal Pradesh University Business School,

Shimla , for giving me this precious opportunity of undertaking a research project during my
final year of MBA in Marketing and HR.

I extend a very special thanks to Prof. Shyam Lal Kaushal , my project guide, for helping me
choose this topic, providing timely guidance, valuable support and encouragement at each &
every step throughout the compilation of this project.

I am highly thankful to my respected Maa-Papa and other family members for their support in
odd hours of compilation.

Last, but not the least; a very special thanks to Almighty, for remaining my guiding light
throughout the work and helping me complete this endeavor successfully.

VISHAL SHARMA  

HP University Business School, Shimla Page 5

Contents 
DECLARATION............................................................................................................................2
DOWNLOAD PDF
CERTIFICATE ..............................................................................................................................3
EXECUTIVE SUMMARY  ...........................................................................................................4
ACKNOWLEDGEMENT .............................................................................................................5
1.  INTRODUCTION ...............................................................................................................8 

1.1  PROJECT OVERVIEW ................................................................................................... 9 

1.2  ONLINE SHOPPING .................................................................................................... 10 
1.3  ADVANTAGES OF ONLINE SHOPPING .................................................................. 14 
1.4  DISADVANTAGES OF ONLINE SHOPPING............................................................ 15 
1.5  IMPACT OF REVIEWS ON CONSUMER BEHAVIOUR ......................................... 16 
1.6  ONLINE SHOPPING PORTALS IN INDIA ................................................................ 16 
1.7  CUSTOMER SATISFACTION..................................................................................... 19 
1.8  FACTORS AFFECTING CUSTOMER SATISFACTION ........................................... 20 
1.8.1  Quality..................................................................................................................... 20 
1.8.2  Delivery time .......................................................................................................... 20 
1.8.3  Low price ................................................................................................................ 20 
1.8.4  Choice availability .................................................................................................. 20 
1.8.5  After-sales service ................................................................................................... 21 

1.8.6  Discounts/offers ...................................................................................................... 21 

1.8.7  Payment options ...................................................................................................... 21 
1.8.8  Expectation fulfillment ........................................................................................... 21 
2. LITERATURE REVIEW ...................................................................................................22 
2.1  ONLINE SHOPPING .................................................................................................... 23 
2.2  CUSTOMER SATISFACTION..................................................................................... 24 
2.3  FACTORS AFFECTING CUSTOMER SATISFACTION IN ONLINE SHOPPING . 25 
3. RESEARCH DESIGN .........................................................................................................28 
3.1  NEED OF THE STUDY ................................................................................................ 29 
3.2  OBJECTIVES OF THE STUDY ................................................................................... 29 
3.3  RESEARCH METHODOLOGY ................................................................................... 29 
3.3.1  SOURCES OF DATA ............................................................................................ 30 

HP University Business School, Shimla Page 6

Find new research papers in:
 Physics

Chemistry

Biology

Health Sciences

Ecology

Earth Sciences

Cognitive Science

Mathematics

Computer Science