IILM ACADEMY OF HIGHER LEARNING

LUCKNOW

BUSINESS MARKET RESEARCH ON

“CONSUMER ONLINE BUYING
BEHAVIOUR”
SUBMITTED TO-
AZHAR SIR
SUBMITTED BY
SURENDRA SINGH
PGDM19-21
RESEARCH PROBLEM
Due to e-commerce websites the sale of the
retailer are are quite down..Because most of the
consumer go with the online shopping and which
is easy and less consumable time for them. The need
of this research is to identify and get insight into
what main factors the online consumer takes into
consideration when most he buy products on internet
what affects their shopping behaviour, basic need of
this research is to find out what are the main factors
affect the online consumer when considering and
making a purchase over Internet.

Objective of the study :-

1.To study the online shopping behavior of customers
2.To study the factors influencing online shoppers and

consumers .

3.To study the customers level of satisfaction with

regard to online Shopping

4.To examine whether customers prefer online shopping

to physical stores.

Hypothesis:
H0: There is no significant relationship between
age and consumer attitude factors. .

H1: There is significant relationship between age

and consumer attitude factors. .

Research Methodology
Exploratory and descriptive data are used in this
research study.
DESCRIPTIVE RESEARCH
Since our research is of descriptive character our
primary intention was to collect secondary data and
analyze it. By doing so we found the factors Price,
Trust and Convenience. We then collected primary
data through a survey . The main purpose of the
survey was to collect data about Online Consumer
Behavior and the significance of the established
factors , Price, Trust, and Convenience .

Sample Design
The factors that we intended to examine can be
applied to and investigated at any population that
uses the Internet and buys online products Online.
Since there are time and resource restraints, a
specific Population had to be identified in order to
generalize and create relevant segments . We decided
that the sample size should contain over 50
respondents and we collected answers from 50
respondents . Convenience sampling involves using
samples that are the easiest to Obtain and is
continued until the sampling size that is need is
reached .
Type of Research :- Descriptive Research.
Sample Size :- 50

DATA ANALYSIS
Q1. TO KNOW THE AGE OF THE REPONDENTS?
 AGE

20-30
30-40
40-50
50 ABOVE

INTERPRETATION
The above diagram shows us the percentage in the
age of respondents. As shows that from age 20-30 the
number of respondents are31 % and from age of 30
-40 it is 48 % and from 40 -50 it is 14% and above 50 is
7% this is the above data which is shown by the this pie
chart .
Q2 TO KNOW THE GENDER OF THE RESPONDENTS?
 GENDER

MALE FEMALE

INTERPRETATION

This graph itself is showing more percentage of males

rather than females, the percentage of male
respondents is 86% and percentage of female
respondents is only 14%.
Q3 TO KNOW THE OCCUPATION OF THE
RESPONDENTS?
 .
4
12
13

5 OCCUPATION
STUDENT
PROFESSIONAL
GOVT.EMPLOYEE
SELF EMPLOYED
OTHER

39

27

INTERPRETATION
This graph help us to know the occupation of the
respondents, this is to know that which segment of
people are buying more products on the internet
whether they are the segment of students of
government employees or professional , the above
graph shows that the segment of the students i.e.
39% of the students are using internet and use to buy
online products.
Q4. TO KNOW THE MONTHLY INCOME OF THE
REPONDENTS?
 LESS THAN 10000
 10000-20000
 20000-30000
 30000-40000
 40000-50000
 ABOVE 50000

INTERPRETATION

This above graph shows the percentage of monthly

income of the different respondents, and it show that
less than 10,000 income respondents have buyed
more online products because most of them are students
and they use to buy music Cds, gadgets, laptops .
5.DO YOU FEEL THAT ONLINE SHOPPING IS
BETTER THAN SHOPPING PHYSICAL STORE ?

After analyzing the above graph shows that the

people are in favors of that online shopping is better
than physical store, The percentage of people who
says online shopping is better is 46% and the people
who says it not good is 38 %. Still the percentage of
people who says yes is more than other who say s no.

Q8-WHAT FACTORS HELP YOU TO DECIDE

WHICH SITE TO USE FOR ONLINE SHOPPING?

 SEARCH ENGINE
 PERSONAL RECOMMENDATION
 SPECIAL OFFERS ON SITES
  ONLINE ADVERTISING
 TV ADVERTISING
 OTHERS

INTERPRETATION
This diagram shows us what affects people to buy
products on internet and it shows that 32% people
came to know about shopping sites through online
advertisements. And they attracted towards it and
start getting products from there. And 20% people
decision is affected by special offers by the offers and
the discounts given by the sites.
Q9 HOW YOU MAKE YOUR PAYMETS ON THE
INTERNET ?
 CREDIT CARD/DEBIT CARD
 BANK TRANFER
 PAYPAL
 ANY OTHER
INTERPRETATION

This diagram shows that mostly people uses credit

card to pay their payments 78% people use to pay by
credit/debit card and 5% through bank transfer and
15% through pay pal and 2 from PayPal.


 Through the above study the null
hypothesis is accepted and alternative
hypothesis is rejected which there is no
significant relationship between age and
consumer attitude factors.

CONCLUSION
Increased Internet penetration, a hassle free shopping
environment and high levels of Net savings see more and more
Indians shopping online. But at the same time the companies
need to reduce the risks related to consumer incompetence
by tactics such as making purchase websites easier to navigate,
and introducing Internet kiosk, computers and other aids in
stores. The goal is not to convert all shoppers to online
purchasing, but to show them its an option. In addition to
above, efforts need to be taken to educate the online buyers
on the steps that need to be undertaken while making an
online purchase. Moreover, the feedback of an online buyer
should be captured to identify flaws in service delivery. This can
be done through online communities and blogs that serve as
advertising and marketing tools and a source of feedback for
enterprises.

Limitations of the Study

Limitation of the study is the selection of the existing studies.
Owing to time limitation, I only searched a few number of
journals. This may leave some other prominent empirical
studies out.
A Survey by Indian research organization
Juxtconsult found that more and more Indian
Internet users are opening their wallets
online. While such hurdles as limited
broadband access and security concerns
remain, the report finds there are currently
more than 10 million shoppers online in
India. While current trends point to
increased e-commerce growth in India, the
online marketplace in the country of more
than 1 billion people is still relatively small.
Juxtconsult's survey found that 40 percent of
all urban Internet users buy online, while 42
percent of the sales originate through just five
percent of consumers. The survey was
 conducted in April 2007 and sampled more
than 30,000 users.
LATEST
A new trend in this space is that of Meta search
engines. Ixigo and Ezeego are two players in this
space. A Meta search engine searches all the online
travel sites (including the airlines sites as well) and
displays the best deals for the user. Travel websites,
such as Make My Trip India Pvt. Ltd and Yatra
Online Pvt. Ltd, are battling to win over India’s Rs16,00
0 cores ($ 400 million) religious travel market .
Online travel company Make MyTrip (MMT) has
recorded sales of Rs. 1000 crore for the Industry player,
August to February is the peak seasons for sale, while
March to July is the dry seasons for sale.. During the
peak season, occasions that drive the sales are Diwali,
Rakhi, Valentine s Day, New Year, Christmas, Mother„ s
Day, Friendship Day etc. are. On these occasions younger
generations prefers buying and sending gifts online.

Credibility in Payment System

Online frauds and breach are the biggest barriers to

online sales. As a result, prospective buyers prefer
staying away from revealing their credit card and bank
details.
Untimely Delivery of Products

It might take a few minutes to search, book and pay for

products and services online, but the delivery of the
product may take unreasonable time.

FINDINGS
As we came to know after researching on this topic we

recommend that, the online sellers have to make their payment

transparent, and as people are coming on their sites and they

are buying their products , so retailers have to give more

discounts to their customers so that they can visit again and

again to their site , and it also helps to make people more

aware about the low rick shopping of the net, and one more

thing is that there should be transaction of money is very slow

they have to make it fast so that customer dont have to face

much problem to pay for the product, if customer is going to face

some problem he is not going to visit our site and buy product .

Following implications should be followed

1.Discount prices
2.A transfer and reliable retailer

3.Fast transactions

4.Focus on customer satisfaction

QUESTIONNAIRE
Q1. Name ___________________

Q2. Age
1) 20-30 2) 30-40 3) 40-50
4) 50 above

Q3. Gender
1) Male 2) Female

Q4. Address
1) Rural 2) Urban

Q5. What is your occupation?

a) Student b) Professional c)
Govt.employed
d) Self Employed e) Other
Q6. What is your monthly income?

a) Less than 10000 b) 10 000 to 20000

c) 20000 to 30000 d) 30000 to 40000
e) More than 40000
Q7. Do you have you r own intern et connection?

a) Yes b) No
Q8. How frequently do you purchase online?
a) Once a week b) More than once a week
c) once a month d) more than once in amonth
Q9. What motivates to buy products online?
a) Easy payment b) No hidden cost
c) No travel to shop d) Wide range of
products ( e) other [Please specify]
_____________

Q10. What products you buy on internet?

a) Books b) Mu sic CDs (c) T-shirt
(d) Mobile (e) laptop ( f) Other [specify]
___________

Q11. Do you feel that online shopping is better than

shopping at physical brick & mortar store?
a) Yes b) No ( c) Can’t
 say

Q12.Which of the following stores have you ever visited

for shopping online?
a) e-bay (b) Yahoo shopping
c) Amazon (d) Best buy
e) Other [please specify]
Q13. What factors help you to decide which site to use for
online shopping?
a) Search engine b) Personal recommendation
c) Special offers on sites (d) Online
advertising (e) TV advertising (f)
other
Q14.How do you make your payments on internet?
a) Credit card/Debit card b)Banktransfer
( c) PayPal ( d) any other