TREND OF ONLINE SHOPPING AMONG FEMALE: A

SOCIOLOGICAL STUDY IN CITY DERA GHAZI KHAN

BY
HINAM MARIAM
2017-SOC-MS-31

Department of Sociology
Faculty of Management & Social Sciences
GHAZI UNIVERSITY
Dera Ghazi Khan, Pakistan
2019

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TREND OF ONLINE SHOPPING AMONG FEMALE: A
SOCIOLOGICAL STUDY IN CITY DERA GHAZI KHAN

BY
HINAM MARIAM
2017-SOC-MS-31

A thesis submitted in partial fulfillment of the requirements for the

Degree of Master of Science
IN
SOCIOLOGY

Department of Sociology
Faculty of Management & Social Sciences
GHAZI UNIVERSITY
Dera Ghazi Khan, Pakistan
2019

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To,
The Controller of Examination,
Ghazi University,
Dera Ghazi Khan.

“We, the supervisory committee, certify that the contents and form of this thesis is
submitted by Ms.Hina Mariam Regd. # 2017-SOC-MS-31have been found satisfactory
and recommend that it be processed for evaluation by the External Examiner(s) for the
award of degree”.

SUPERVISORY COMMITTEE:

1. Supervisor: __________________
(Ms. RoomanaNazBhutta)

2. Member: __________________
(Ms. SumairaBano)

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 DEDICATION

At first dedicating this thesis to Almighty ALLAH, without his mercy and
sympathy I was not able to accomplish this thesis, Almighty ALLAH gave me power and
confidence to done my thesis and also HOLY PROPHET HAZARAT MUHAMMAD
(Peace Be Upon Him) who is a light for humanity. I also dedicate this thesis to my lovely
parents with deepest gratitude whose love and prayers have always been a source of
strength for me.

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 K2ACKNOWLEDGEMENT

All acclamation and praises are for “ALMIGHTY ALLAH”, most Merciful and
most Beneficent. I set my unfeigned and meek thanks giving before Him who favored in
invigorated me with the fortitude and capability to aptly complete my research work. It is
He Who blessed me with potential, thoughts, talented teachers, cooperated friends and
opportunity to make some contribution to the already existing ocean of knowledge.Then
the trembling lips and wet eyes praise the greatest man of Universe, the last messenger of
Allah Almighty, Hazarat Muhammad (P.B.U.H), whom ALLAH ALMIGHTY has
sent as mercy for world, the illuminating torch, the blessing for the literate, rich, poor,
powerful, weaker, able and disabled. Whose life and sayings are ultimate source of
guidance and way of “Nijaat” for the mankind who enlighten our conscious with the
essence of faith on ALLAH merging all his kindness and mercy upon us.
I feel a matter of great pleasure to express my sincerest gratitude for my worthy
supervisor Ms. RoomanaNazBhutta, Lecturer Department of Sociology, Ghazi
University, Dera Ghazi Khan, whose guidance, cooperation, valuable suggestions and
constructive criticisms really helped me in the completion of this piece of work. My
sincerest thanks are for, Dr. Muhammad Ali Tarar, Teacher Incharge, Department of
Sociology, Ghazi University, Dera Ghazi Khan.Credit goes to my appreciated teacher
Ms. SumairaBano, Lecturer Department of Sociology, Ghazi University, Dera Ghazi
Khan who in spite of her busiest timing routine work acted as real spiritual teacher.
I have no words to say thanks to my sistersBalqeesKousar, Aziz Begum,
Kalsoom Akbar,SafiaBano,Ruqia Akbar,Sidra Shereenfor their efforts towards the
inculcation of spirit of hard work and maintenance of professional integrity besides other
valuable suggestion throughout research work. I extend deep emotions of appreciation,
gratitude and indebtedness for his guidance.Mother and Father“Ghulam Akbar”for
their inspirations and unceasing prayers for me, without whom the present destination
would have been merely a dream. I also thank my especially friendsand my all class
fellows.

HINA MARIAM

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 LIST OF CONTENTS

CHAPTE PAGE
TITLE
R NO. NO.

1 INTRODUCTION 01

2 REVIEW OF LITERATURE 09

3 METHODOLOGY 25

4 RESULTS AND DISCUSSION 33

5 SUMMARY AND CONCLUSION 81

LITERATURE CITED 91

APPENDIX

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 LIST OF TABLES

SR.
TITLE PG. NO.
NO.
Frequency and percentage distribution of the respondents
1 33
according to their age
Frequency and percentage distribution of the respondents
2 34
according to their education
Frequency and percentage distribution of the respondents
3 34
according to their marital status
Frequency and percentage distribution of the respondents
4 35
according to their profession status
Frequency and percentage distribution of the respondents
5 35
according to their family monthly income
Frequency and percentage distribution of the respondents they
6 36
spend money on online shopping monthly in Pakistani rupees
Frequency and percentage distribution of the respondents
7 37
according to their total number of peoples live in their home
Frequency and percentage distribution of the respondents they
8 37
spend time on internet every dayin hours
Frequency and percentage distribution of the respondents
9 38
according to the source, they use for online shopping
Frequency and percentage distribution of the respondents
10 38
following apps they use for online shopping
Frequency and percentage distribution of the respondents
11 40
regarding their experience of online shopping
Frequency and percentage distribution of the respondents
12 40
regarding they have experience of online shopping
Frequency and percentage distribution of the respondents
13 regarding times they have purchased things by online 41
shopping
Frequency and percentage distribution of the respondents
14 regarding following kind of problems they face during online 41
shopping
Frequency and percentage distribution of the respondents
15 regarding they find the quality of the product through online 42
shopping
16 Frequency and percentage distribution of the respondents 43

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 regarding following types of risks they have face during online
shopping
Frequency and percentage distribution of the respondents
17 43
regarding they preferred online shopping
Frequency and percentage distribution of the respondents
18 44
regarding they also suggested other for online shopping
Frequency and percentage distribution of the respondents
19 44
regarding they have purchased by online shopping
Frequency and percentage distribution of the respondents
20 regarding online shopping trend was very common among 45
females
Frequency and percentage distribution of the respondents
21 45
regarding they do online shopping because of its new trend
Frequency and percentage distribution of the respondents
22 54
regarding their reason of choosing online shopping is
Frequency and percentage distribution of the respondents
23 regarding products are more attractive for order placement 55
but after delivery of product they did not satisfied them
Frequency and percentage distribution of the respondents
24 regarding after delivery of product they find it is not same 55
which was order
Frequency and percentage distribution of the respondents
25 regarding their opinion about online shopping was convenient 56
to shop
Frequency and percentage distribution of the respondents
26 regarding their opinion about online shopping has a wider 56
variety
Frequency and percentage distribution of the respondents
27 regarding their opinion about online shopping has cheaper 57
goods
Frequency and percentage distribution of the respondents
28 regarding their opinion about online shopping saves time and 57
energy
Frequency and percentage distribution of the respondents
29 regarding their opinion about online shopping was very easy 58
to send gifts
Frequency and percentage distribution of the respondents
30 58
regarding their opinion about online shopping was costly

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 Frequency and percentage distribution of the respondents
31 59
regarding their opinion about online shopping was risky
Frequency and percentage distribution of the respondents
32 regarding their opinion about online shopping has no sale 60
pressure
Frequency and percentage distribution of the respondents
33 regarding their opinion about online shopping was as secure as 60
traditional shopping
Frequency and percentage distribution of the respondents
34 regarding their opinion about there were no security concerns 61
of online shopping
Frequency and percentage distribution of the respondents
35 regarding their opinion about online shopping was a comfort 61
for customer
Frequency and percentage distribution of the respondents
36 regarding their opinion about during online shopping, goods 62
getting damaged during transport
Frequency and percentage distribution of the respondents
37 regarding their opinion about online shopping delivers their 63
products at their home without for traveling
Frequency and percentage distribution of the respondents
regarding opinion about the information given about the
38 63
products and services on the internet was sufficient and
accurate for online shopping
Frequency and percentage distribution of the respondents
39 regarding their opinion about a long time was required for the 64
delivery of products and services through online shopping
Frequency and percentage distribution of the respondents
40 regarding their opinion about they buy the products again 65
from a same shop, if they were satisfied with it
Frequency and percentage distribution of the respondents
41 regarding their opinion about during online shopping, they 65
hesitate to give their credit card number
Frequency and percentage distribution of the respondents
42 regarding their opinion about in online shopping after 66
payment by credit card over the internet they have risk
43 Frequency and percentage distribution of the respondents 67

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 regarding their opinion about they would be frustrated when
they were dissatisfied with a purchase of online shopping
Frequency and percentage distribution of the respondents
regarding opinion about they repurchase the products again
44 67
from online shop, if there was a great difference between their
expectation and the real
Frequency and percentage distribution of the respondents
regarding their opinion about online shop deals with their
45 68
complaints very well and they will continue to buy something’s
from it
Frequency and percentage distribution of the respondents
regarding their opinion about they would tell their friends
46 69
directly if they were not satisfied with the products of online
shopping
Frequency and percentage distribution of the respondents
regarding their opinion about the difference between their
47 69
expectations and the real products would influence their
satisfaction
Frequency and percentage distribution of the respondents
48 regarding their opinion about they will return the products if 70
they were not satisfied with the products
Frequency and percentage distribution of the respondents
49 regarding their opinion about they will prefer online shopping 71
only if online prices were lower than actual price
Frequency and percentage distribution of the respondents
50 regarding their opinion about they preferred traditional 71
conventional shopping to online shopping
Frequency and percentage distribution of the respondents
51 regarding their opinion about they were satisfied from online 72
shopping
Frequency and percentage distribution of the respondents
52 regarding their opinion about they were satisfied with the 73
price of online shopping
Frequency and percentage distribution of the respondents
53 regarding their opinion about they were satisfied from the 73
products of online shopping
54 Frequency and percentage distribution of the respondents 74

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 regarding their opinion about they were satisfied with the
order placement of online shopping
Frequency and percentage distribution of the respondents
55 regarding their opinion about they were satisfied with the 75
speed of delivery of online shopping
Frequency and percentage distribution of the respondents
56 regarding their opinion about they were satisfied with the 75
service quality of online shopping
Association between they find the quality of the product
57 through online shopping andwere satisfied from the products 77
of online shopping
Association between theywere satisfied from the products of
58 online shopping and a long time was required for the delivery 78
of products and services through online shopping
Association between online shopping trend was very common
59 among females and they did online shopping shoe(s) because of 79
its new trends
Association between their experience of online shopping and
60 82
they have purchased by online shopping
Association between types of risks they have face during online
61 shopping and after delivery of product they find it is not same 84
which was order

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 ABSTRACT

Online shopping is one of the commonly used medium for convenient shopping. It is, in
fact, a popular means of shopping among the Internet community. No matter clothes,
electronics, or pets, online shopping trend is becoming more popular with each passing
day. Hundreds of websites and applications are being created and deployed every year to
cater this rising demand of comfortable shopping trends. Objectives of the study will be
(i) to investigate the trend of online shopping among female in city Dera Ghazi Khan; (ii)
to study the merits and demerits of online shopping among female in city Dera Ghazi
Khan; and (iii) to examine the level of satisfaction about online shopping among female
in city Dera Ghazi Khan. The universe of present study was city Dera Ghazi Khan. For
this study, a sample of 200 respondents (female) was selected through multistage
sampling technique. The females selected from (1) UC # 10 Farid Abad Colony (i) Farid
Abad Colony (ii) Leghari Colony; (2) UC # 11 Muslim Town (i) Shakir Town (ii) Muslim
Town; (3) UC # 12 Khayaban-e-Sarwar (i) Khayaban-e-Sarwar-A (ii) Khayaban-e-
Sarwar-B; and (4) UC # 16 Model Town (i) Model Town Block – X (ii) Model Town
Block – Y were selected through purposive sampling technique.It was concluded that
quality of online shopping was associated with satisfied purchase online product.
Satisfied purchase online shopping product was connected with buy again same online
shop. Online shopping trend was associated with new trend of products. Types of risks
face during online shopping was associated with you find it is not same which was order.

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