A Study On Online Shopping Behavior of Youths in Bharatpur

A Study on Online Shopping Behavior of Youths
In Bharatpur
By:
Prakash Ghimire
Presidency College of Management Sciences
P.U. Regd. No.: 070-2-3-00374-2017
A Seminar Report Submitted to:
Office of the Dean
Faculty of Management
Purbanchal University
RECOMMENDATION
This is to certify that this case study report
Submitted by:
Prakash Ghimire
Entitled
In Bharatpur
has been prepared and approved by this department in the prescribed form of the Faculty of
Management.
This case study report is forwarded for examination.
……………….. …………………
Report Supervisor Principal
C.B Chhetri
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We have conducted the VIVA – VOCE examination of the Report presented
By
Prakash Ghimire
Entitled
In Bharatpur
And found the report to be the original work of the student and written according to the
prescribed format. We recommended the report to be accepted as partial fulfillment of the
requirement
For
Master of Business Administration (MBA)
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………………..…………………… ………………………
Report Supervisor Principal External Examiner
Mohan Prasad Sapkota C.B Chhetri

DECLARATION
I hereby declare that the work reported in this report entitled, A Study on Online Shopping
Behavior of Youths In Bharatpur submitted to Presidency College of Management Sciences,
Purbanchal University is my original work done in the form of partial fulfillment of the
requirement for the Master of Business Administration (MBA) under the supervision and
guidance of Mr…………….. , Lecture of Presidency College of Management Sciences.
Nov, 2019
………........……………
Prakash Ghimire
Presidency College of Management Sciences
P.U. Regd. No.: 070-2-3-00374-2017

Acknowledgement
` I am pleased to present this thesis entitled, A Study on Online Shopping Behavior of

Youths In Bharatpur in partial fulfillment of the requirement for the degree of Master of
Business Administration (MBA). I am thankful to Presidency College of Management and
Sciences for providing me such an opportunity to experience the practical knowledge in my
subject.
I am indebted to numerous individuals and organizations whose support and assistance

made this study possible. I am primarily indebted to my report supervisor Lecture Mr. ……..,
Presidency College of Management and Sciences for his incisive guidance and efficient
supervision in carrying out this study. This work would not have been materialized in this
form without his continuous encouragement, patient guidance and valuable suggestions and
comments at every stage of this work.
I would like to thank my every class mates of MBA, for their support and encouragement as
well as for their creative discussions and meaningful thoughts for the seminar report work.
Needless to say, the error is of human kind and I am also not exception. So, I am solely
responsible for any deficiencies that may have remained in this work.
Nov, 2019
Prakash Ghimire
Bharatpur-15,Chiitwan
Table of Content
Title Page
Acknowledgement i
Table of Content ii
List of Tables v
List of Figures vi
List of Acronyms and Abbreviations vii
Chapter 1: Introduction
1.1 Background of the Study 4
1.2 Statement of the problem 4
1.3 Purpose of Study 5
1.4 Research Question 6
1.5 Research hypothesis 7
1.6 Definition 7
1.7 Limitation Of Study 8
1.8 Significance of Study 8
1.9 Organization study 9
Chapter 2: Literature and Review
2.1 Introduction 10
2.2 Review of of Literature 10
2.3 Review of Literature 18
2.3.1 Research Gap 21
2.3.2 Theoretical Frameworks 21
2.3.3 Specification of variables 23
Chapter 3: Methodology of Study
3.1 Introduction 24
3.2Research Design 24
3.3 Population and sample size 25
3.4 Source of data 26
3.5 Instrumentation of data 26
3.6 Validity and reliability 26
3.7 Data management and Analysis 27
Chapter 4: Result and Discussion
4.1 Introduction 29
4.2 Demographic profile of respondents 29
Chapter 5: Conclusion and Recommendation
5.1 Introduction 62
5.2 Summary and Findings 62
5.3 Discussions 64
5.4 Research Contribution 65
5.5 Recommendation for the future research 66
References
Annexure
List of Tables
Title Page
Table 2.1: Review of Literature 18
Table 3.1: Sample size 24
Table 3.2: Cronbach Alpha Testing 25
Table 4.1: Distribution by Gender, Age and Educational level 27
Table 4.2: Distribution by monthly income 28
Table 4.3: Last online purchase category 29
Table 4.4: Likeliness of purchasing same product online 30
Table 4.5: Satisfaction level from online shopping 31
Table 4.6: Sufficiency of information and purchasing behavior of youth
with respect to gender 34
Table 4.7: Availability of quality product and purchasing behavior of
Youths as per age 34
Table 4.8: Security of payment methods and purchasing behavior of
Youth as per age 35
Table 4.9: Return policy and discount and purchasing behavior of youth
As per age 35
Table 4.10: Delivery time and online purchasing behavior of youth as per age 36
Table 4.11: ANOVA Test 37
Table 4.12: Correlation Analysis 47
Table 4.13: Summary Table 50
List of Figures
Title Page
Figure 2.1: Theoretical Framework 20
Figure 4.1: Percent of people doing Online Shopping 28
Figure 4.2: Items to be Purchased Online 29
Figure 4.3: Preferred Payment Method for Online Shopping 30
Figure 4.4: Experience of Problem during Online Shopping 31
Figure 4.5: Types of Problem faced on Online Shopping 32
Figure 4.6: Features necessary for Online Shopping Site 32
List of Acronyms and Abbreviations

AIM Ace Institute of Management
ANOVA Analysis of Variance
GRP Graduate Research Project
IT Information Technology
MS Microsoft
SPSS Statistical Package for Social Sciences
Std. Dev. Standard Deviation

1
1
1
Chapter 1
Introduction
1.1 Background of the Study

Over the past decade, e-commerce has transformed the way the business is being
done in the developed world. It instantly became a successful model in regions
like USA and Europe, and now the developing economies are also using this tool
to grow their business. Shopping on the Internet is a relatively new shopping
mode formed in 1993. Because of the many advantages such as convenience,
high-efficiency, and low cost, Internet shopping has flourished. Internet is a
medium that is soaring in polarity in almost every facet of the world and is used
for a numerous of causes by persons, governments, universities and businesses.
Nowadays, the term Internet is as a business tool for companies and individuals.
Internet became a new mediator between companies and their customers. Today,
the Internet is a public, cooperative and self-sustaining facility accessible to
hundreds of millions of individuals worldwide. Companies also are using the
internet to express and communicate the information and actually to present their
goods as well as taking feedback of their performance and get better their turnover
and also customer's satisfaction. Some companies in the world have begun to use
the Internet to decrease marketing costs, and consequently reducing the prices of
their goods and services to keep a competitive market in the future.
In Nepal, many companies have started the trend of e-commerce trend in Nepal
decade ago, but the challenges are still the same. The actual sales have not been
able to start due to lack of knowledge, awareness and online payment systems.
Selling globally and inside the country is the same in years. Payment Gateways
are being developed but they have their limitation due to legal and security issues.
The lack of proper knowledge and awareness among the generation is the major
hurdle in e-commerce. In past recent years due to education and reach to Internet
among the many people in Nepal has brightened the future of e-commerce. The
interest of students in the field of IT, the growth of IT companies has helped a lot
in the awareness and interest in young generation for internet and IT, has directly
created more opportunities for the growth of e-commerce in Nepal.
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1.2 Statement of the Problem

There are billions of people online and each of them is potential online consumer for a
company which provides online services and goods. Nowadays there are rapid and
fast developments in information technologies industry. Competition is increasing day
by day due to increased attention of consumers towards online shopping. The best
retailer is based on their experiences on web. Online consumers also increase their
expectations and they are set by their experience with online retailers across the Web.
It is very important to know what kind of things and strategies help to increase sales
in this fierce competition in market with high expectation of online consumers. This
study helps to find out the following research questions.
 Whether income capability of customers effect online shopping or not?
 Whether buying behaviors of customer effect online shopping or not?
 Whether education level of customers effect online shopping or not?
 Whether level of technology effect online shopping or not?
1.3 Objectives of the Study

Many online shops offer discount coupons and re-hates. Due to increasing
globalization the importance of online business is increasing and making it more
fast and convenient for consumers. The main objective of this study is to know the
factors affecting the online shopping behavior of consumers in Nepal – Focusing
youth of Bharatpur City. In order to achieve it the specific objectives of the study
are included as:
 To examine the impact of major determinants/ influencing factors on online

buying behavior of youth.
 To identify the key product and service categories selected by youths

depending on their profile and satisfaction on quality of products delivered.
 To analyze the income level differentiation of youth to select online product.
 To analyze the education level’s effect on youth to select online product.
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1.4 Research Methodology

A research Methodology is the fundamental core of a research project, study, or
review of literature. There are different parameters which include the consumer to
buy online like price, convenience, trust, availability, choice, comparison of
products, less effort, shopping, at any time, huge offers and discounts, safety etc.
Moreover with online shopping, distance is not a barrier for sending a gift on
occasions. One can get several brands and products from unlike sellers at one
place. When you shop online, you can shop from retailers in other parts of the
country or even the world without being restricted by geographic area. Some on-
line shops have a provision to accept orders without stock and ship it across to you
when the stock becomes available. Products come to buyers direct from the
manufacturer or seller without the involvement of middlemen.
3. The research Methodologies for the study are:
4. RQ1. What are the major factors affecting the online purchase behavior of
youths?
5. RQ2. Does information and products provided online affect online shopping?
6. RQ3. What are key products and categories selected by youths and does online
shopping provides better quality products?
7. RQ4. Do discount, delivery time and return policy motivates youths on online
shopping?
8. RQ5. Do payment methods available in online sites affect shopping?
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1.5 Limitations of the Study

Various types of constraints or limitations are very common in both types of
research be it micro or macro natured. Main limitations of this study are as follows:
 Only the youths within Bharatpur City are taken into consideration for data
collection.
 For the primary source, the sample is selected on convenience basis.
 Budget is limited because of the study being academic requirement.
 Limitation in data collection due to hesitation in providing data.
1.8 Significance of the Study

The findings of this research project would contribute to online business in Nepal
who is willing to create virtual store. The result would provide information for
organizations if they can have their online section. The need of this research is to
analyze the perception of youth towards online shopping. It will create a basic for
online store and investors willing to invest on online stores. Since online shopping is
rising as a new medium of shopping with desired demands of customers it is very
necessary to enhance and attract the online customer and investors. There are some
research conducted on this topic but this research tends to find out the increasing trend
of online shopping with added objectives.
1.9 Organization of the Study

The study will be divided into five segments. The first chapter would consist
of introduction of the topic along with the need for the study, hypothesis of the study.
The second chapter will consist of literature review. It would reflect what sort
of similar research has been conducted throughout the world in the past. It helps to
understand past findings and the research gap and also serves as a guideline for
current research.
5
This is followed by research methodology in third chapter which explains the

measures taken to conduct the research and analysis. It basically includes information
regarding population and sample size, data collection procedures and data analysis
tools. Chapter four deals with the presentation and analysis of data collected from the
research questionnaire and responses from the respondents. The analysis is done by
using various tools such as Frequency Distribution, Descriptive Analysis, Correlation
and Independent Sample T-Test. Finally, Chapter five discusses about findings of the
research followed by conclusion and recommendations.
.
Therefore, from these findings of the research project would contribute to
online business in Nepal who is willing to create virtual store. The result would
provide information for organizations if they can have their online section. The need
of this research is to analyze the perception of youth towards online shopping. It will
create a basic for online store and investors willing to invest on online stores. Since
online shopping is rising as a new medium of shopping with desired demands of
customers it is very necessary to enhance and attract the online customer and
investors. There are some research conducted on this topic but this research tends to
find out the increasing trend of online shopping with added objectives.
6
Chapter 2
Literature Review
2.1 Introduction
Literature review is a concise overview of what has been studied, argued, and
established about a topic. It also entails about the major findings as well as reviewing
the tools and techniques used by the previous studies. This chapter provides review of
related literature and study related to online shopping behavior of youths in Bharatpur
City. This chapter begins with the review of conceptual perspectives and follows by
the review of related study.
2.2 Review of Conceptual Perspectives

This chapter will mainly discuss on the study that are done by previous
research of other authors in the similar area of the present study. It is meant to help
the reader to develop a better insight of the empirical analysis that is going to follow.
Throughout this chapter, there will be comprehensive discussion on theoretical and
practical views of previous studies done in online shopping and offline shopping for
apparels. This study combines factors that other studies have done that will influence
the consumer's purchasing decision in online and offline stores for apparels. It
includes the price attractiveness, time saving, perceived risk, enjoyment and
excitement, tangibility and high interactivity. All of these factors will contribute to the
study of customer's purchasing intention for apparels on both stores which includes
online and offline shopping.
Vaidehi (2014) in their study revealed that male students are more interested in
purchasing goods online when compared to female students. This study exhibits that
the Factors such as shopping online saves time, availability of the product for less
price, promotions that E- Retailers are providing, ease in payment are the motivating
drives to encourage students to shop more online. However both male & female
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respondents preferred to purchase goods online and they were more interested to buy
apparels, electronic goods and books through online.
Himawan and Abduh (2015) in their study explained that online strategy needs to be
considered to increasing the purchase intention to open an online store targeting youth
in Indonesia. The first strategy that needs to be focused on is both online price
promotion and online coupon strategy, second is providing a user friendly websites
and third one is providing full information in the websites. Information about the
price, delivery time, and full information about the online shop is recommended to be
used to decrease the not satisfied factors that occurred when doing an online
shopping.
MR (2016) states in their study of attitude of customer performance and also to study
how consumers form attitudes that the factors perceived credibility and perceived
worthiness are significantly different for different age groups. There is significant
difference in the factor perceived worthiness due to daily usage of personal computers
whereas there is significant difference in the factor perceived trust due to daily usage
of internet. And there are not much significant differences between the male and
female adopters.
In the literature review, many authors have done their research on the
customer's perceived risk when shopping in the internet. There are few articles
available which compares the factors contributing the intention to purchase in online
shopping for apparels. This study will discuss more on the factors that will contribute
to the consumer's purchasing intention for apparels which comprises of price
attractiveness, time saving, perceived risk, enjoyment and excitement, tangibility and
high interactivity.
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2.3 Review of Literature

Table 2.1
Review of Literature
Author Findings
Ozen & Engizek, 2014 This study focus on the customer convenience which
seems to be a major factor which motivates consumers
to opt for online shopping
Himawan and Abduh (2015) It explains that online strategy needs to be considered
to increasing the purchase intention to open an online
store targeting youth in Indonesia
MR (2016) It states that attitude of customer performance and also
to study how consumers form attitudes that the factors
perceived credibility and perceived worthiness are
significantly different for different age groups
2.2.1. Research Gap. In internet shopping, there will be risk involved, privacy,
security, visual appeal, delivery terms, form of payment and product information.
Besides that, quality of a product cannot be physically checked by the consumers and
the security of sending sensitive personal and financial information while conducting
online shopping cannot be monitored by the consumers. Attitude towards security
transaction such as payment security, consumer information privacy, return policy,
and product shipping guarantee predicts online purchasing intentions for apparels
product. But is has been also found that, perceived risk can be reduced when the
consumers are more familiar with the online technologies. Similarly, consumer's skills
are more advanced when they learned how to shop through a site this will increase
their efficiency in shopping. Past experience and ongoing usage of internet-based
purchase will increase consumer's familiarity and thus, feeling of anxiety and
perceived risk should be reduced of such purchases; to lessen consumer's anxiety,
knowledge about the actual experience with the internet should be increased.
Several researches have been conducted in various countries considering the

online shopping behavior as a huge support for the economy and people becoming
technological sound. But here in Nepal as online shopping is just becoming popular,
9
there are not many researches held and also we cannot find related articles to online
shopping of Nepal. This study has provided new insights to the future researchers,
players involved in online shopping sector, government and many others for
academically as well as policy perspectives.
In spite of the fact that several models and theories have been modified and
improved for studying the impact of social influence, perceived playfulness, security
concerns, compatibility, perceived service quality, trust, product offering, information
richness, product and company attributes, risk, customer experience, etc. following
critical observations draw research gap on strong need of exploration in this research
domain in Nepali context, exploring the acceptance of online shopping especially in
youth in Nepal. It has created a need of the study regarding the attitudes of the youths
towards online shopping and its increasing trend, factors that influence them to shop
online on a particular category. It has been found that people doing online shopping
are increasing as they are attracted by convenience of shopping, sufficiency of
information, discount, return policy and gender doesn’t effect on online shopping
behavior. Yet, there is room for improvement in online payment methods, security
and user friendliness of site.
2.2.2. Theoretical Framework. For developing an in-depth understanding of

consumer behavior toward online shopping a framework has been build, based on
previous research on consumer adoption of new technologies and services.
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Independent Variable Dependent Variable
Moderate Variable
Figure2.1: Theoretical Framework
2.2.3 Specification of the variables
Dependent variable is what researcher measure in the experiment and what is

affected during the experiment. The dependent variable responds to the independent
variable. It is called dependent because it “depends” on the independent variable. In a
scientific experiment you cannot have a dependent variable without an independent
variable. In our study dependent variable is online shopping behavior that signifies the
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perception towards online store and independent variable affect dependent variable.
Online shopping behavior is defined as youth of Nepal purchase online or not.
Independent variable is the variable researcher has control over, what they can
choose and manipulate. Independent variables in this research are demographics
which include age and gender, income level includes monthly income and self-
supported, return policy means policy where online store returns the money and take
back the product if buyer is not satisfied, discounts include offer provided to
consumer to attract them, information provided defines if detail information of the
product is provided in the internet or not, frequency of purchase includes consumer
frequency of buying products from online store, delivery time explains time spent by
the online store to provide the product to the consumer and level of satisfaction of
consumer define how much people using the service are satisfied by the service
provided.
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Chapter 3
Methodology of the Study
3.1 Introduction
The primary purpose of developing this chapter was to establish
methodological perspective to govern the whole research. This chapter will give a
description of research approach, strategy and data collection methods to service the
research topic. This chapter will basically showcase the route map of the research
study with research methodology and procedures. To achieve the objective of this
study, descriptive and analytical research design has been used. Some statistical tools
like SPSS and Excel have been applied to examine facts and descriptive techniques
have been adopted to determine the online shopping behavior of youth in Bharatpur
City.
The study is divided into five segments.
The first chapter consists of introduction of the topic along with the need for the
study, hypothesis and limitations of the study.
The second chapter consists of literature review. It reflects what sort of similar
research has been conducted throughout the world in the past. It helps to understand
past findings and the research gap and also serves as a guideline for current research.
The third chapter explains which and how the research is conducted, the
sample size, selection of the sample, research planning. It is like blueprint for the
research.
The fourth chapter is the analysis of the collected data using various statistical
tools and techniques and their findings.
The final chapter consists of the conclusion and recommendation.
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3.2 Research Design

Cooper et al., (2012) states, “Research design is the plan and structure of
investigation so conceived as to obtain answers to research questions”. Exploratory,
descriptive and causal are three types of research design. Exploratory research is
appropriate for the first stage of a project with limited data whereas substantial
structures, specific hypotheses to be tested or research questions to be answered are
the main features of descriptive and causal studies.
To carry out the study some conceptual idea are generated about the
effectiveness through literature review made in previous section. After obtaining these
ideas, they are changed in to functional relationship and statistical models have been
formulated. To assess the impact of used variables upon dependent variable,
regression equation has been used. Required data are collected through secondary
sources for computational as well as analytical purpose. To complete the study
descriptive as well as analytical method of data analysis and interpretation has
brought into practice. The Research design adopted to do this study consist of
descriptive statistic measure such as mean, standard deviation and coefficient of
variation which helps to easily understand the result and findings as well as nature of
data. The research design is based on the statistical measure such correlation, linear
regression which shows the relationship between the dependent and independent
variables that can fulfill the research objectives. Also, agreeing with the scholars, in
order to test the stated hypotheses regarding the relationship between remittance and
inflation.
The research design attempts to analyze the relationship between the
dependent variable Inflation and the independent variables money supply, industrial
production index, remittance inflows, interest rate, government expenditure and
exchange rate. The research design studies the relationship between the dependent
variable and independent variables.
This study has examined the facts and postulated them in the identified
framework, which includes summary of the study, major findings, and
recommendations. They have been derived with the help of statistical analysis. The
statistical tools have been adapted to evaluate the impact of remittance upon inflation
of Nepal, which will be generalized so as to reach a conclusion.
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3.3 Population and sample size

The study area was inside Bharatpur City. A number of college and offices
area were visited and consumer response was taken.
The research is conducted in the colleges providing +2, Bachelor, Master’s program
and some of organizations. The population for the study is the total number of
students studying in colleges, employees in some banks, private companies of
Bharatpur City. A sample size of240 is taken; minimum 50 respondents were taken
from each age group. The sample size has been determined in the following way:
Table 3.1
Sample size distribution
Category Male Female Total

10+2 40 30 70
Bachelor’s 50 34 84
Masters’ 45 41 86
Total 135 105 240
For the selection of sample, quota sampling method is used. The first quota is
according to education level. Then, the sample is determined using convenience
method.
3.4 Sources of data/ Data collection/ Instrumentation

For the collection of primary data questionnaire methods were used. Data
collected from the questionnaire was analyzed using mathematical tools and the result
were presented in graphs, charts and tables so that the reader would find it easy to
understand the findings.
Likewise secondary data were fetched through journals, books, websites and
articles. In this way both primary and secondary data were collected, as our aim was
to determine the online shopping behavior of youths in the Bharatpur City.
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3.5 Instrumentation of Data

A well-structured questionnaire is prepared as the main instrument to collect
data from the respondents. The questionnaire is divided into two parts; classification
questions and research questions. The classification questions obtain information
regarding respondent’s age, gender, education level and income level. The research
questions obtain information regarding online shopping behavior of youth. In order to
analyze the collected data, SPSS and Microsoft Excel were used and T-test, ANOVA
test, and correlation have been computed to test the required hypothesis
3.6 Validity and Reliability

Validity is the ability to measure what one intended to measure, and construct
validity involves the operational measures for the studied subjects. More precisely, it
includes the way in which the researcher translates theory information into
operational and measurable questions, and variables. Internal validity suggests that
the study examines what it is supposed to examine, whereas external validity is the
possibility to generalize the study results in other populations. We sought to conduct
the questions in the questionnaire in such a way that we were provided with the most
relevant information so as to answer our research question. The design of the
questions was that of a simple structure with a clear and easy language in order to
make them as understandable as possible and thus decreasing any misunderstandings.
Furthermore, the questionnaire was standardized, which implies that the same
questionnaire was presented to all chosen respondents for the study.
In order for reliability to be achieved, the same study should have similar
results if it is conducted at a different point in time. In order to attain reliability in a
study, different precautions can be taken, such as making sure that the questions are
interpreted in the way in which the researcher/s planned. We used Cronbach’s alpha
for the estimate of the reliability of psychometric test and for our test it is greater or
equal to 0.6 (α ≥ 0.6)
Table 3.2
Cronbach Alpha Testing
Cronbach's Alpha No of Items
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0.705 6
The Table shows that the SPSS output of Cronbach’s Alpha and its value is
0.705, which is greater than 0.6, therefore the primary data used in this study is
reliable.
3.7. Data Management and Analysis

The Data Analysis package of MS Excel as well as SPSS 16.0 model has been
used to incorporate the data. With the help of this software, the data collected from
the sources was classified, tabulated and analyzed using statistical tools like mean,
median, variance and others according to the needs of the research. The SPSS was
used for the analysis of one way ANOVA descriptive, inferential test, independent
sample t-test.
Statistical tools are the measures or the instruments to analyze the collected
data from different sources. In statistics, there are numerous statistical tools to analyze
data of various natures, researcher has used descriptive interferential for the research.
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Chapter 4
Results and Discussion
4.1 Introduction
Data analysis is an important stage in the research process. The purpose of
analysis is to change it from unprocessed form to an understandable presentation. It is
the process of developing answer to the question through the examination and
interpretation of data. Chapter four deals with the data presentation and analysis of the
research data collected through structural questionnaire. The main objective of this
section is to analyze and convert it into meaningful information for future studies. The
data was collected from 240 respondents from the Bharatpur City.
4.2 Demographic profile of respondents

The respondents were asked to fill in the general information based on the
questionnaire (Gender, Age, Monthly Income and Education).
Table 4.1
Distribution by Gender, Age and Education level
Gender Age Education Level
Male Female 15-20 20-25 25+ +2 Bachelors Masters
Frequency 122 118 76 82 82 70 84 86
Percent 50.8 49.2 31.7 34.2 34.2 29.2 35.0 35.8
The table 4.1 shows that 50.8% of the respondent is male and remaining 49.2% of
respondent is female. Along with this, largest number of respondent is from the age
group 20-25 and above 25 with 34.2% of the total respondent and smallest are from
the age group 15-20 with 31.7% of the total respondent. Furthermore, 29.2% of the
18
respondent have education level 10+2, 35% of the respondents have bachelor’s degree
and majority 35.8% have master’s degree or above.
Table no 4.2
Distribution by Monthly Income
Monthly Income Frequency Percent
below 20000 82 34.2
20000 to 40000 84 35.0
Above 40000 74 30.8
Total 240 100.0
The table 4.2 shows that highest 35.0% falls under the income level 20,000 to 40,000
category, 34.2% under income level of below 20,000 and 30.8% falls in Above
40,000 category.
4.3. Descriptive Analysis

Descriptive statistics are used to describe the basic features of the data in a
study. They provide simple summaries about the sample and the measures. Together
with simple graphics analysis, they form the basis of virtually every quantitative
analysis of data. Descriptive statistics help us to simplify large amounts of data in a
sensible way.
Frequency Analysis
Do you do online shopping?
19
Yes NO
25%
75%
Figure 4.1: Percent of people doing online shopping

The chart shows that out of 240 respondents 75% do online shopping and remaining
25.0% don’t prefer online shopping.
YES NO
166 160
130 130
100 98
80 82
50 50
14 20
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Figure 4.2: Items to be purchased online

Fig 4.2 shows that, out of 240 respondents, 180 respondents prefer online
shopping of various categories and items. Online categories included in the study are
household items, clothing and accessories, electronic devices, medicines, foods and
gift items. Mostly preferred items to shop online are electronic devices in which out
of 180 respondents’ 34.2% shop electronic devices which are followed by clothing
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and accessories category with 33.33 % and third mostly purchased category online are
household item and gift items with 20.8% each.
Table 4.5
Last online purchase category
Frequency Percent
Household Items 6 3.3
Clothing and Accessories 66 27.5
Electronic Devices 60 25.0
Medicines 4 1.7
Foods 8 3.3
Gift Items 34 14.2
Total 180 75.0
The table 4.5 shows that out of 180 respondents the highest last online
purchased category is clothing and accessories with 27.5%, followed by electronic
devices with 25.0%, gifts with 14.2%, Foods with 3.3%, household items with 3.3%
and least last purchased item is Medicines with 1.7%.
6%
21%
Credit Card
E-Payments (e-sewa,
paypal, etc.)
Cash on Delivery
73%
Figure 4.3 Preferred Payment Method for online shopping

Fig4.3 shows that out of 180 respondents most preferred payment method for
online shopping is Cash on delivery with 73.0%. Among these 21% prefer e-payment
for payment and rest 6% prefer credit card for online payment.
Table 4.4:
21
Likeliness of purchasing same product online

Frequency Percent
1 –Very Unlikely 10 4.2
2 - Unlikely 78 32.5
3 - Neutral 66 27.5
4 - Likely 22 9.2
5 - Most Likely 4 1.7
Total 180 75.0
The table 4.4 shows likeliness of purchasing same product online. Out of 180
respondents, the percentage of respondents to purchase same products is less and in
decreasing way with most likely percentage of 1.7% and highest percentage of users
doesn’t want to purchase same product again with 32.5% and 4.2% of users doesn’t
prefer to purchase the same product online.
Table 4.5
Satisfaction level from online shopping
Frequency
1 - Worst 0
2 6
3– Bad 48
4 36
5 – Not Bad 38
6–Good 24
7- 16
8 – Very Good 8
9 4
10 - Excellent 0
Total 180
The table 4.5 shows out of 180 respondents, frequency of satisfaction level is
decreasing when it comes to most satisfied users. Maximum numbers of respondents
are not satisfied from online shopping.
22
10%
yes
no
90%
Figure 4.5 Experience of problem during online shopping

Fig. 4.5 shows that out of 180 respondents who prefer online shopping, 90%
of respondents have experienced problem during online shopping and only 10% of
respondents doesn’t have any problem while shopping online.
40
30 37
32
20
21
10
0 9
1
Figure 4.6 Types of Problems faced on online shopping

The fig 4.6 shows, out of 180 respondents, maximum respondents have
experienced problem in online shopping. Among them mostly problem faced by users
is online payment method with 37.0%, followed by delay in delivery with 32.0% of
users and then cheap quality of product and product damage with 21.0%. Only 1% of
respondents have experienced all problems while doing online shopping. And 9% of
respondents have experienced not any problem in online shopping.
23
80
70 72.22 76
60 66
59 60
50
40
30
31.11
20
10 yes
0 no
ut
y
s
on
ay
ilit
dl
sig
ko
ati
ien
ew
ib
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ec
gr
ed
at
Fr
te
Ch
tg
Cr
er
In
re
en
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rk
cu
ym
wo
Se
pa
et
nd
lN
le
ya
tip
cia
ac
ul
So
M
iv
Pr
Figure 4.7 Features necessary for online shopping site

The figure 4.7 shows, out of 180 respondents, 41 respondents agree that
multiple payment gateways is necessary for online shopping site and 59 respondents
don’t agree on this feature. Similarly, 34 respondents agree on social network
integration feature and 66 respondents don’t agree on this feature. And, 40
respondents agree on credibility feature and 60 of them don’t agree. Another feature
privacy and secure checkout is agreed by 28 respondents. Out of 180, mostly agreed
feature is user friendly with approval of 69 respondents and least agreed feature that is
necessary for online site is design.
4.4 Inferential and T-test Analysis

In inferential analysis, we are testing a hypothesis and drawing conclusions
about a population, based on our sample and our aim to draw conclusions about an
additional population outside of your dataset.
A t-test is one of the most frequently used procedures in statistics. A t-test is an
analysis of two population means through the use of statistical examination; a t-
test with two samples is commonly used with small sample sizes, testing the
difference between the samples when the variances of two normal distributions are
not known.
Table 4.6
Effectiveness of online shopping and purchasing behavior of youth with respect to gender
24
Gende
N Mean Std. Deviation t-value p-value
r
10
3.80 0.955
2 1.456 0.229
Male
78 3.74 1.110
Female
The table shows the analysis considering online shopping as an easy and
convenient way of shopping among gender. Of total respondent, 180 respondents do
online shopping and out of them 102 are male with mean 3.80 and standard deviation
0.955 and 78 are female with mean 3.74 and standard deviation 1.110. T-test was
carried out to major an easy and convenient way of shopping among gender and the
test reveals that there was no significant difference. Since p-value is greater than 0.05
there is no significant relationship between easy, convenient and effectiveness of
online shopping behavior of youth with respect to gender.
Table 4.7
Sufficiency of information and online purchasing behavior of youth with respect to
gender
Gende
r
10
3.49 0.920
2 1.623 0.204
Male
78 3.59 0.986
Female
The table shows the analysis considering information given in online shopping
site is sufficient to make purchase decision with respect to gender. Of total
respondent, 180 respondents do online shopping and out of them 102 are male with
mean 3.49 and standard deviation 0.920 and 78 are female with mean 3.59 and
standard deviation 0.986. T-test was carried out to major information given in online
shopping site sufficient to make purchase decision and online shopping behavior of
youth with respect to gender and result reveals that there was no significant
difference. Since p-value is greater than 0.05 there is no significant relationship
25
between information given in online shopping site sufficient to make purchase

decision with respect to gender.
Table 4.8
Better quality products available and online shopping behavior of youth with
respect to gender
Gende
r
10
3.33 1.008
2 0.916 0.340
Male
78 3.26 1.062
Female
The table shows the analysis considering online shopping provides better
quality products: with respect to gender. Of total respondent, 180 respondents do
online shopping and out of them 102 are male with mean 3.33 and standard deviation
1.008 and 78 are female with mean 3.26 and standard deviation 1.062. T-test was
carried to measure better quality products available online shopping with respect to
gender and the result revealed that there was no significant difference. Since p-value
is greater than 0.05 there is no significant relationship between online shopping
provides better quality products with respect to gender.
Table 4.10
Security of online payment methods and online shopping behavior of youth with
respect to gender
Gende
r
10
3.41 0.916
2 2.928 0.089
Male
78 3.15 0.869
Female
The table shows the analysis considering online payment methods are
trustable: with respect to gender. Of total respondent, 180 respondents do online
shopping and out of them 102 are male with mean 3.41 and standard deviation 0.916
and 78 are female with mean 3.15 and standard deviation 0.869. T-test was carried out
26
and result revealed that there was no significant difference between online payments
with respect to gender. Since p-value is greater than 0.05 there is no significant
relationship between online payment methods with respect to gender.
Table 4.11
Return policy and discount important in online shopping and online shopping
behavior of youth with respect to gender
Gende
r
10
4.29 0.726
2 0.266 0.607
Male
78 4.15 0.740
Female
The table shows the analysis considering Return policy and discount
important in online shopping, with respect to gender. Of total respondent, 180
respondents do online shopping and out of them 102 are male with mean 4.29 and
standard deviation 0.726 and 78 are female with mean 4.15 and standard deviation
0.740. T-test and p-value shows no significant relationship between return policy and
discount important in online shopping, with respect to gender.
Table 4.12
Delivery time in online shopping and online shopping behavior of youth with
respect to gender
Gende
r
10
4.39 0.773
2 0.873 0.351
Male
78 4.28 0.682
Female
The table shows the analysis considering Delivery time matters to me in online
shopping: with respect to gender. Of total respondent, 180 respondents do online
shopping and out of them 102 are male with mean 4.39 and standard deviation 0.773
and 78 are female with mean 4.28 and standard deviation 0.682. Since p-value and T-
test shows no significant relationship between delivery time matters in online
shopping, with respect to gender.
27
Table 4.13
ANNOVA Test
1. Easy, convenient and effectiveness of online shopping sites and online shopping
behavior of youth as per Income level
Income Level N Mean Std. Deviation t-value p-value
62 3.45 1.019
Less than 20000
54 3.85 0.940
20000 to 40000
64 4.03 1.023
More than 40000 5.530 0.005
The table shows the analysis considering online shopping easy and convenient
as per income level. Of total respondent, 180 respondents do online shopping and out
of them 62 respondents earn less than 20000 with mean 3.45 and standard deviation
1.019, 54 respondents earn between 20000 to 40000 with mean 3.85 and std.
deviation 0.940 and 64 respondents earn more than 40000 with mean 4.03 and
standard deviation 1.023. T-test was carried to measure easy, convenient and
effectiveness of online shopping sites and online shopping behavior of youth as per
Income level and the result revealed that there was no significant difference. Since p-
value is less than 0.05, there is significant relationship between easy, convenient and
effectiveness of online shopping behavior of youth with respect to income level.
2. Information given in online shopping sites and online shopping behavior of youths
as per income level
62
Less than 20000 2.90 0.900
54
20000 to 40000 3.70 0.816
64
More than 40000 4.00 0.756 29.423 0.000
The table shows the analysis considering Information given in online shopping
site sufficient to make purchase decision as per income level. Of total respondent, 180
respondents do online shopping and out of them 62 respondents earn less than 20000
with mean 2.90 and standard deviation 0.900, 54 respondents earn between 20000 to
40000 with mean 3.70 and std. deviation 0.816 and 64 respondents earn more than
28
40000 with mean 4.00 and standard deviation 0.756. T-test was carried to analyze
considering Information given in online shopping site sufficient to make purchase
decision as per income level and the result revealed that there was no significant
difference. Since p-value is less than 0.05, there is significant relationship between
information provided and online purchasing behavior of youth with respect to income
level.
3. Better quality product and online purchasing behavior of youth with respect to
income level.
62
Less than 20000 2.84 0.927
54
20000 to 40000 3.44 1.003
64
More than 40000 3.63 1.000 11.057 0.000
The table shows the analysis considering Information given in online shopping
site sufficient to make purchase decision as per income level. Of total respondent, 180
40000 with mean 3.63 and standard deviation 1.000. T-test was carried which shows
the analysis considering Information given in online shopping site sufficient to make
purchase decision as per income level and the result revealed that there was no
significant difference. Since p-value is less than 0.05, there is significant relationship
between better quality product and online purchasing behavior of youth with respect
to income level.
4. Security of online payment methods and online purchasing behavior of
youth with respect to income level.
62
Less than 20000 3.00 0.810
54
20000 to 40000 3.19 0.870
64
More than 40000 3.69 0.889 10.834 0.000
The table shows the analysis considering Security and online purchasing
behavior of youth with respect to income level. Of total respondent, 180 respondents
29
do online shopping and out of them 62 respondents earn less than 20000 with mean
3.00 and standard deviation 0.810, 54 respondents earn between 20000 to 40000 with
mean 3.19 and std. deviation 0.870 and 64 respondents earn more than 40000 with
mean 3.69 and standard deviation 0.899. Since p-value is less than 0.05, there is
significant relationship between security of online payment methods and online
purchasing behavior of youth with respect to income level whereas T-test shows no
significant difference.
5. Return policy and discount and online purchasing behavior of youth with
respect to income level.
62
Less than 20000 3.97 0.789
54
20000 to 40000 4.19 0.617
64
More than 40000 4.53 0.666 10.472 0.000
The table shows the analysis considering return policy and discount and online
purchasing behavior of youth with respect to income level. Of total respondent, 180
40000 with mean 4.53 and standard deviation 0.666. Since p-value is less than 0.05,
there is significant relationship between return policy and discount and online
purchasing behavior of youth with respect to income level whereas no significant
difference seen when T-test applied.
6. Delivery time and online purchasing behavior of youth with respect to income
level.
62
Less than 20000 4.06 0.807
54
20000 to 40000 4.44 0.634
64
More than 40000 4.53 0.666 7.588 0.001
30
The table shows the analysis considering delivery time and online purchasing
behavior of youth with respect to income level. Of total respondent, 180 respondents
do online shopping and out of them 62 respondents earn less than 20000 with mean
4.06 and standard deviation 0.807, 54 respondents earn between 20000 to 40000 with
mean 4.44 and std. deviation 0.634 and 64 respondents earn more than 40000 with
mean 4.53 and standard deviation 0.666. Since p-value is less than 0.05, there is
significant relationship between delivery time and online purchasing behavior of
youth with respect to income level. T-test shows no significant difference.
7. Easy, convenient and effectiveness of online shopping sites and online

shopping behavior of youths as per Education level
56 3.36 0.980
10+2
42 4.05 0.854
Bachelor’s
Masters and
82 3.93 1.052
Higher 7.595 0.001
The table shows the analysis considering online shopping easy and convenient
as per income level. Of total respondent, 180 respondents do online shopping and out
of them 56 respondents have education level of 10+2 with mean 3.36 and standard
deviation 0.980, 42 respondents have education level of Bachelor’s with mean 4.05
and std. deviation 0.854 and 82 respondents have education level of Masters and
higher with mean 3.93 and standard deviation 1.052. Since p-value is less than 0.05,
there is significant relationship between easy, convenient and effectiveness of online
shopping behavior of youth with respect to education level. T-test shows no
8. Information provided in online shopping sites and online purchasing behavior

of youth as per Education level
10+2 56 2.96 0.914 28.903 0.000
31
42 3.33 0.846
Bachelor’s
82 4.02 0.753
Masters and Higher
The table shows the analysis considering information provided in online

shopping sites and online purchasing behavior of youth as per education level. Of
total respondent, 180 respondents do online shopping and out of them 56 respondents
have education level of 10+2 with mean 2.96 and standard deviation 0.914, 42
respondents have education level of Bachelor’s with mean 3.33 and std. deviation
0.846 and 82 respondents have education level of Masters and higher with mean 4.02
and standard deviation 0.753. Since p-value is less than 0.05, there is significant
relationship between information provided in online shopping sites and online
purchasing behavior of youth as per education level whereas no significant difference
seen when T-test was done.
9. Better quality product and online purchasing behavior of youth as per

Education level
56 2.79 0.868
10+2
42 3.24 0.983
Bachelor’s
Masters and
82 3.68 1.005
Higher 14.675 0.000
The table shows the analysis considering better quality product and online
purchasing behavior of youth as per education level. Of total respondent, 180
respondents do online shopping and out of them 56 respondents have education level
of 10+2 with mean 2.79 and standard deviation 0.868, 42 respondents have education
level of Bachelor’s with mean 3.24 and std. deviation 0.983 and 82 respondents have
education level of Masters and higher with mean 3.68 and standard deviation 1.005.
Since p-value is less than 0.05, there is significant relationship between better quality
product and online purchasing behavior of youth as per education level whereas T-test
showed no significant difference.
32
10. Security of online payment methods and online purchasing behavior of youth
as per education level
Income
Level N Mean Std. Deviation t-value p-value
56 2.93 0.806
10+2
42 3.33 0.650
Bachelor’s
Masters and
82 3.54 0.996
Higher 8.199 0.000
The table shows the analysis considering security of online payment methods
and online purchasing behavior of youth as per education level. Of total respondent,
180 respondents do online shopping and out of them 56 respondents have education
level of 10+2 with mean 2.93 and standard deviation 0.806, 42 respondents have
education level of Bachelor’s with mean 3.33 and std. deviation 0.650 and 82
respondents have education level of Masters and higher with mean 3.54 and standard
deviation 0.996. T-test shows no significant difference whereas p-value is less than
0.05; there is significant relationship between security of online payment methods and
online purchasing behavior of youth as per education level.
11. Return policy and discount and online purchasing behavior of youth as per
education level
56 4.00 0.809
10+2
42 4.43 0.590
Bachelor’s
Masters and
82 4.29 0.711
Higher 4.789 0.009
33
purchasing behavior of youth as per education level. Of total respondent, 180
respondents do online shopping and out of them 56 respondents have education level
of 10+2 with mean 4.00 and standard deviation 0.809, 42 respondents have education
level of Bachelor’s with mean 4.43 and std. deviation 0.590 and 82 respondents have
Since p-value is less than 0.05, there is significant relationship between return policy
and discount and online purchasing behavior of youth as per education level whereas
T-test doesn’t show any significant difference.
12. Delivery time of online sites and online purchasing behavior of youth as per
education level
56 4.07 0.806
10+2
42 4.38 0.795
Bachelor’s
Masters and
82 4.51 0.593
Higher 6.421 0.002
behavior of youth as per education level. Of total respondent, 180 respondents do
online shopping and out of them 56 respondents have education level of 10+2 with
mean 4.07 and standard deviation 0.806, 42 respondents have education level of
Bachelor’s with mean 4.38 and std. deviation 0.795 and 82 respondents have
Since p-value is less than 0.05, there is significant relationship between delivery time
and online purchasing behavior of youth as per education level whereas T-test doesn’t
show any significant difference.
13. Easy, convenient and effectiveness of online shopping sites and online
purchasing behavior of youth as per age
Age N Mean Std. Deviation t-value p-value
52 3.35 1.046 7.282 0.001
15-20
48 4.04 0.798
20-25
Above 25 80 3.90 1.051
34
The table shows the analysis considering easy, convenient and effectiveness of
online shopping sites and online purchasing behavior of youth as per age. Of total
respondent, 180 respondents do online shopping and out of them 52 respondents are
between 15-20 with mean 3.35 and standard deviation 1.046, 48 respondents are
between 20-25 with mean 4.04 and std. deviation 0.798 and 80 respondents are above
25 with mean 3.90 and standard deviation 1.051. . Since p-value is less than 0.05,
there is significant relationship between easy, convenient and effectiveness of online
shopping sites and online purchasing behavior of youth as per age. No significant
difference found in T-test.
14. Information provided in online shopping and online purchasing behavior of

youth as per age
52 2.96 0.949
15-20
48 3.33 0.808
20-25
80 4.03 0.763
Above 25 27.632 0.000
25 with mean 4.03 and standard deviation 0.763. Since p-value is less than 0.05, there
is significant relationship between information provided in online shopping and online
purchasing behavior of youth as per age. There is no significant difference in T-test.
35
15. Information provided in online shopping and online purchasing behavior of

youth as per age
52 2.96 0.949
15-20
48 3.33 0.808
20-25
80 4.03 0.763
Above 25 27.632 0.000
purchasing behavior of youth as per age. There is no significant difference in T-test.
16. Better quality product and online purchasing behavior of youth as per age
52 2.96 0.949
15-20
48 3.33 0.808
20-25
80 4.03 0.763
Above 25 27.632 0.000
36

purchasing behavior of youth as per age, whereas T-test doesn’t show any significant
difference.
17. Security of online payment method and online purchasing behavior of youth
as per age
52 2.92 0.837
15-20
48 3.29 0.743
20-25
80 3.55 0.953
Above 25 8.220 0.000
The table shows the analysis considering security of online payment
method and online purchasing behavior of youth as per age. Of total respondent, 180
respondents do online shopping and out of them 52 respondents are between 15-20
with mean 2.92 and standard deviation 0.837, 48 respondents are between 20-25 with
mean 3.29 and std. deviation 0.743 and 80 respondents are above 25 with mean 3.55
and standard deviation 0.953. T-test doesn’t show any significant difference whereas
p-value is less than 0.05, there is significant relationship between security of online
payment method and online purchasing behavior of youth as per age.
18. Return policy and discount and online purchasing behavior of youth as per age
Age n Mean Std. Deviation t-value p-value
15-20 52 3.92 0.788
20-25 48 4.46 0.719
Above 25 80 4.30 0.733 7.799 0.001
purchasing behavior of youth as per age. Of total respondent, 180 respondents do
online shopping and out of them 52 respondents are between 15-20 with mean 3.92
and standard deviation 0.788, 48 respondents are between 20-25 with mean 4.46 and
std. deviation 0.719 and 80 respondents are above 25 with mean 4.30 and standard
deviation 0.733. Since p-value is less than 0.05, there is significant relationship
between return policy and discount and online purchasing behavior of youth as per
age, whereas T-test doesn’t show any significant difference.
19. Delivery time and online purchasing behavior of youth as per age
37

52 4.04 0.862
15-20
48 4.46 0.713
20-25
80 4.48 0.595
Above 25 6.756 0.001
behavior of youth as per age. Of total respondent, 180 respondents do online shopping
and out of them 52 respondents are between 15-20 with mean 4.04 and standard
deviation 0.862, 48 respondents are between 20-25 with mean 4.46 and std. deviation
0.713 and 80 respondents are above 25 with mean 4.48 and standard deviation 0.595.
Since p-value is less than 0.05, there is significant relationship between delivery time
and online purchasing behavior of youth as per age. T-test doesn’t show any
Table 4.14
Correlation Analysis:
Online Online
shopping site shopping Trust
sufficient to provides security
make better of Online Return
purchase quality payment policy and Delivery
decision products method discount time
Online Pearson
.365** .541** .230** .308** .236**
shopping Correlation
,easy p-value
convenient .000 .000 .002 .000 .001
and effective
Information Pearson
.408** .295** .077 .120
given in Correlation
online p-value
shopping site
sufficient to
.000 .000 .303 .109
make
purchase
decision
Online Pearson
.323** .277** .365**
shopping Correlation
provides p-value
better quality .000 .000 .000
products
Trust Pearson .231** .079
38
security of Correlation
Online p-value
payment .002 .291
method
Return Pearson
.306**
policy and Correlation
discount p-value .000
**. Correlation is significant at the 0.01 level (2-tailed).
Above table portrays the correlation among online shopping easy convenient
and effective, information given in online shopping site sufficient to make purchase
decision, online shopping provides better quality products, trust security of online
payment method and return policy and discount is very important in online shopping.
There is a positive correlation between easiness, convenience and effectiveness of
online shopping and sufficiency of information given in online shopping sites to make
purchase decision, better quality products from online shopping, security of online
payment method, return policy and discount provided and Delivery time.
Since p-value is less than 0.05 i.e. 0.000there is strong evidence of significant
relationship between easiness, convenience and effectiveness of online shopping and
sufficiency of information given in online shopping sites to make purchase decision.
Since p-value is less than 0.05 i.e. 0.000 there is strong evidence of significant
better quality products from online shopping.
security of online payment method.
return policy and discount provided.
delivery time. Similarly, there is a positive correlation between sufficiency of
information given in online shopping sites to make purchase decision and better
quality products from online shopping, security of online payment method, return
policy and discount provided and Delivery time.
39
relationship between sufficiency of information given in online shopping sites to
make purchase decision and better quality products from online shopping.
relationship between sufficiency of information given in online shopping sites to
make purchase decision and security of online payment method.
Since p-value is greater than 0.05 i.e. 0.303 there is strong evidence of no
significant relationship between sufficiency of information given in online shopping
sites to make purchase decision and return policy and discount provided in online
shopping.
significant relationship between sufficiency of information given in online shopping
sites to make purchase decision and delivery time in online shopping. Further, there is
a positive correlation between better quality products from online shopping and
security of online payment method, return policy and discount provided and Delivery
time in online shopping.
relationship between better quality products from online shopping and security of
online payment method.
relationship between better quality products from online shopping and return policy
and discount provided in online shopping.
relationship between better quality products from online shopping and delivery time
in online shopping.Along with this, there is also a positive correlation between
security of online payment method and return policy and discount provided and
Delivery time in online shopping.
relationship between security of online payment method and return policy and
discount provided in online shopping.
significant relationship between security of online payment method and delivery time
40
in online shopping. Finally, there is also a positive correlation between return policy
and discount provided and Delivery time in online shopping.
relationship between return policy and discount provided and Delivery time in online
shopping.
Table 4.15
Summary Table
Hypothesis Statement Result
There is no significant relationship between easy, Accepted
convenient and effectiveness of online shopping sites
and online purchasing behavior of youth as per gender.
There is no significant relationship between easy, Rejected
H01 and online purchasing behavior of youth as per income
level.
and online purchasing behavior of youth as per
education level.
and online purchasing behavior of youth as per age.
There is no significant relationship between information Accepted

provided and online purchasing behavior of youth as per
gender.
There is no significant relationship between information Rejected
H02 provided and online purchasing behavior of youth as per
income level.
education level.
age.
There is no significant relationship between better Accepted

quality product and online purchasing behavior of youth
as per gender.
41
There is no significant relationship between better Rejected

H03 quality product and online purchasing behavior of youth
as per income level.
as per education level.
as per age.
There is no significant relationship between security of Accepted

online payment methods and online purchasing behavior
of youth as per gender.
There is no significant relationship between security of Rejected
H04 online payment methods and online purchasing behavior
of youth as per income level.
of youth as per education level.
of youth as per age.
There is no significant relationship between return Accepted

policy and discount and online purchasing behavior of
youth as per gender.
There is no significant relationship between return Rejected
H05 policy and discount and online purchasing behavior of
youth as per income level.
youth as per education level.
youth as per age.
There is no significant relationship between delivery Accepted

time and online purchasing behavior of youth as per
gender.
There is no significant relationship between delivery Rejected
H06 time and online purchasing behavior of youth as per
income level.
42
time and online purchasing behavior of youth as per

education level.
time and online purchasing behavior of youth as per age.
There is no significant relationship between easiness, Rejected

convenience and effectiveness of online shopping and
sufficiency of information given in online shopping sites
to make purchase decision.
H07 convenience and effectiveness of online shopping and
better quality products from online shopping.
security of online payment method.
return policy and discount provided.
delivery time.
There is no significant relationship between sufficiency Rejected

of information given in online shopping sites to make
purchase decision and better quality products from
online shopping.
There is no significant relationship between sufficiency Rejected
H08 of information given in online shopping sites to make
purchase decision and security of online payment
method.
There is no significant relationship between sufficiency Accepted
purchase decision and return policy and discount
provided in online shopping.
There is no significant relationship between sufficiency Accepted
purchase decision and delivery time in online shopping.
quality products from online shopping and security of
H09 online payment method.
43

quality products from online shopping and return policy
and discount provided in online shopping.
quality products from online shopping and delivery time
in online shopping.
online payment method and return policy and discount
H010 provided in online shopping.
There is no significant relationship between security of Accepted

online payment method and delivery time in online
shopping.
H011 policy and discount provided and Delivery time in
online shopping.
CHAPTER V
Conclusion and Recommendations
5.1 Introduction
This chapter provides the brief summary of the findings. It also discusses the
Online behavior of youth in Bharatpur City with the impact of demographics which
include age and gender, income level includes monthly income and self-supported,
return policy means policy where online store returns the money and take back the
product if buyer is not satisfied, discounts include offer provided to consumer to
attract them and other independent variables. Furthermore, this chapter provides a
research contribution. It also discusses the limitation of the study and policy
implication. Finally, recommendation for the future research is summarized.
The structure of the chapter organized as follows. First section provides brief
summary of the findings of the study. Second section provides a discussion of how
the objectives of the study were addressed. Third section provides the research
contribution and fourth section provides recommendations of the study.
5.2 Summary and Findings

Out of 240 respondents, 50.8% of the sample size was male and 49.2% was
female. Based on the education level out of 240 respondents, 29.2% of the
respondents were of +2 or Intermediate, Bachelor’s degree share second largest chunk
of pie with 35.0% and Master degree shared the largest chunk of pie with 35.8%.
Regarding the age group out of 240 respondents 31.7% falls under the age group 15-
20, 34.2% falls under the age group 20-25 and 34.2% falls under the age group above
25. And based on the income level out of 240 respondents the highest percentage
35.0% falls under the income level 20,000 to 40,000 category, 34.2% under income
level of below 20,000 and 30.8% falls in above 40,000 category.
The research finding shows that:
 Out of 240 respondents, 180 i.e. 75% do online shopping and remaining
25.0% don’t prefer online shopping. Among 180 respondents who prefer to
shop online maximum purchased category is electronic devices with 34.2%
and clothing and accessories with 33.3%.
63
 The mostly preferred online payment method is cash on delivery with 55.0%
out of 180 respondents.
 Out of 180 respondents, only 1.7% users likely prefer to purchase same
product online that they have purchased before.
 Out of 180 respondents, 67.5% have experienced problem during online
shopping and 7.5% doesn’t have experienced problem in online shopping.
 Among them mostly problem faced by users is online payment method
27.5%, followed by delay in delivery with 24.2% of users and then cheap
quality of product and product damage.
 Among users who prefer online shopping, 51.7% users agree on user friendly
as one of the important feature for online shopping site followed by multiple
payment gateways with 30.8%, credibility with and social network integration
with 25.8%.
5.3 Discussions
E-commerce market has great potential, especially the aspect of online
shopping, but before every moves of development, we must understand the key
factors that restrict the activity of consumers shopping online. Only understand these
impediments enable the online shopping to develop. This research is performed
aiming to answer the research questions of the thesis. In this research the independent
variables are gender, income level, education level and age. And dependent variables
are easy, convenient and effectiveness of online shopping sites, information provided
in online shopping, better quality of product, security of online payment method,
return policy and discount, delivery time and online purchasing behavior of youth.
According to the research performed, there is no significant relationship
between gender and online shopping behavior of youth. The factors affecting the
online shopping behavior of youth are income level, education level and age with easy
and convenience of shopping, information of products provided, quality of products,
security of online payment, return policy and discount and delivery time. Online
categories included in the study are household items, clothing and accessories,
electronic devices, medicines, foods and gift items. Mostly preferred items to shop
online are an electronic device which is followed by clothing and accessories. There is
64
significant relationship between information provided and online purchasing behavior

of youth as per income level, education level and age.
Most preferred payment method for online shopping is cash on delivery and
then e-payment for least preferred online payment method is credit card. There is
significant relationship between security of online payment methods and online
purchasing behavior of youth as per income level, education level and age. People are
more attracted towards discount and return policy in online shopping sites and there is
significant relationship between return policy and discount and online purchasing
behavior of youth as per education level, income level and age. The research shows
that most of respondents who prefer online shopping have experienced problem
during online shopping and only few of them doesn’t have any problem while
shopping online. It also results that there is significant relationship between delivery
time and online purchasing behavior of youth as per income level, education level and
age.
In addition to this, maximum respondents have experienced problem in online
shopping. Among them mostly problem faced by users is online payment method,
followed by delay in delivery and then cheap quality of product and product damage.
Only few of them have experienced all problems while doing online shopping. And
some of the respondents have experienced not any problem in online shopping. It also
shows that there is significant relationship between better quality product and online
purchasing behavior of youth as per education level, income level and age. So, for the
improvement of online shopping sites we have asked respondents regarding features
necessary for online sites and most of them have ranked important features in
following way; User friendliness, multiple payment gateways, credibility, social
network integration, privacy and secure checkout and least voted feature is design.
Thus, frequency of satisfaction level is decreased when it comes to most satisfied
users. Maximum numbers of respondents are not satisfied from online shopping.
Therefore, there are lots of improvements and features necessary to increase number
of people doing online shopping. Online shopping sites really need to think about the
user friendliness of site and how they can make the online payment method easier,
hassle free and more secure so that they can increase users to shop online.
65
Further, there is a positive correlation between easiness, convenience and

effectiveness of online shopping and sufficiency of information given in online
shopping sites to make purchase decision, better quality products from online
shopping, security of online payment method, return policy and discount provided and
Delivery time i.e. all online shopping behavior. The research shows that information
provided in online shopping sites that helps user to make purchase decision is not
dependent upon discount and return policy offered on those products. And in online
shopping, security and delivery time doesn’t have strong relation.
5.4 Research Contribution

The present research was carried out using a limited sample of respondents
consisting of personal friends, family, fellow students and social network. The sample
consists of people that do not fully represent the majority of online users and the
results could be not applicable to a large extent of people.
After having conducted our research and considering the limitations in time and
resources that we had been facing it would be of interest to examine our research
topic further as well as more profoundly. There are few deductions for possible future
research. They are:
 It would be interesting to conduct a survey at another university. If this would
be done and similar results were discovered, one could apply generalize ability
to the results.
 Conduct a survey on a larger sample also including people that are not
students and segmenting according to that. This could find new segments with
new analytical possibilities.
 This research was conducted from the consumers point of view and if could
also be conducted with greater focus towards the online retailer.
5.5 Recommendation for the future Research

This research paper is basically a study behavior of online shopping among
youths of Bharatpur City. The primary purpose of this paper is to identify and analyze
the prominent factors that influence the online shopping. This research also helps to
identify what factors of online shopping attract in retaining the users. This research
66
required us to conduct the consumer research on the factors that helps in retaining the
consumers. Moreover, this study attempts to test whether there is any variation in
consideration of independent variables as factor affecting the online shopping
behavior among gender, age group, monthly income level and education level.
For successful completion of the research, a quantitative and applied research
methodology has been used in this study. Both primary and secondary sources of
information are used. The primary data is collected via survey using a structured
questionnaire. Structured questionnaire consists of demographic questions, single
choice, multiple choice and Likert scale. The data has been collected using researcher
administered interview so that there would be a high chance of clarification while
filling questionnaire. Similarly, secondary data has been collected from different
sources such as internet, journals, news and bulletins and published articles, books
and various websites. SPSS software was used for carrying statistical analysis on the
collected data. The model of this study predicts online shopping behavior; a
dependent variable depends on demographics, income level, return policy, delivery
time, discounts, availability of information, security of online payment method and
convenient way of shopping.
The sample size of this survey was 240 people representing youths of the
Bharatpur City who also vary according to the demographic variables. The survey
used the non-probability sampling technique. It has been found that easy and
convenient way for shopping, better quality products, return policy and discount,
information provided in shopping sites, security of online payment methods and
delivery time are the major factors influencing the online shopping for youths.
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