KLE Society’s

INSTITUTE OF MANAGEMENT STUDIES AND

RESEARCH

Vidyanagar, HUBLI-580 031

E-mail: klesimsr@yahoo.com
Website: www.klesimsr.org

PROJECT ON
CUSTOMER PREFERENCE TOWARDS ONLINE SHOPPING
PLATFORMS

SUBMITTED TO
DR RAJENDRAPRASAD H

SUBMITTED BY:
RUTUJA HUKKERI
(20MBA128)

MBA 1st SEM

“ A ” DIV
 INDEX
SL NO PAGE
CONTENTS NO
1 Introduction 3-4

2 Literature Review 5

3 Research Methodology 6

4 Data Analysis 7-16

5 Findings 17

6 Recommendations/Suggestions 17

7 Conclusion 18

8 Bibliography 18

9 Annexures 19-22

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 2

1) INTRODUCTION:
A) Introduction to study:
Online shopping is commonly known as internet shopping or e-shopping. Online
shopping is done when the consumers purchase products on-line. Through online
shopping, consumers shop for required products without physically visiting the
store. Nowadays, the consumers have become more shopping conscious and surf
the internet whenever needed and buy products even across the globe.
Development in technology and an increase in the usage of internet in recent
times have led to a drastic, increase in the practice of online shopping.
The greater the accessibility of internet to the general population,
higher is the number of people shopping online. At present, online shopping is
becoming a well-accepted way to purchase a wide range of products and services.
Internet shopping is becoming extremely popular because online shoppers have
an option of shopping at any time of the day sitting at their home or offices.
Consumers are able to buy products from various websites in a single mouse
click. It is believed that shopping online is superior and more intelligent way of
spending money. It offers a huge collection of products and allows consumers to
get the products as per their needs. It offers gift coupons, vouchers and
promotional offers which attracts the consumer to buy products in discounted
price.
The greatest feature of online shopping is that the websites are open
24 hours a day and consumers are free to shop at their convenience. Most of the
items available for online shopping are on huge discount and low prices along
with free shipping on the maximum range of products. The online shopping
websites and number of consumers shopping online have increased exponentially
in the past few years.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 3

 A) Title: CUSTOMER PREFERENCE TOWARDS ONLINE
SHOPPING PLATFORMS

B) Objectives:
 To understand the awareness of online purchasing platforms
 To understand the preference of customers for online purchasing platform
 To understand the factors affecting online purchasing

C) Need of study:

Understanding customer preferences is very important to understand whether

seller of a product or offering a service. However we can only satisfy our
customer's needs only if we get to understand them to an extent that we can
anticipate their needs and deliver beyond their expectations.

D) Scope of study:
The present study is made to measure customers’ preference towards online
shopping platforms. It also aims at analyzing awareness, preferences and factors
effecting the customers. The study also provides suggestion to the
online shopping platforms, which would help them to improve and take
customers many new entrances are taken place.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 4

2) LITERATURE REVIEW :

1. Vivek Kanade (2019)

The study aims on basic understanding of factors influencing decision making
process of consumer in online buying as well as it provide research gap and
direction to the study. The study focus on the concept of selection through
reference of online marketing platform based on their convenience. Consumer
behaviour is considered as fundamental concept. The study also interprets about
factors affecting on the online consumer buying behaviour.

2. Neda Nahid, Rehman (2012)

This research explains a conceptual underpinning of four different tools that

firms may use in their marketing aspect to enhance their service and quality for
their customers. The study ;focuses on the advantages of online marketing
platform. This is a conceptual study based on E-Marketing and its operation on
firm’s promotional activities and consumer perception. The analyses are
considered by referring four main factors : mobile marketing, Email marketing,
web marketing and social media marketing.

3. Jochen Wirtz (2019)

This paper aims to examine the psychological consequences of a customer

engagement initiative through referral reward programs (RRPs) in online versus
offline environments. The study also deals with the behaviour of online brand
community (OBC). It highlights the significance of OBCs in facilitating
networks of relationship between providers, consumers and users.

4. Optimizely Article on Online Marketing (2020)

The study deals with meaning of online marketing activities, different benefits
of online marketing, online marketing tools and measurements, well-known
examples of online marketing, procedure to start the online marketing.

5. Amruta Pawar (2014)

The study deals about how online marketing is effective on integrated

marketing communication. The study includes tools of IMC like advertising,
Sales promotion, public relations, personal selling and the benefits of IMC.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 5

3) RESEARCH METHODOLOGY
A) Type of research
This research paper uses descriptive research .This type of research describes a
population, situation, or phenomenon that is being studied. It focuses on
answering the how, what, when, and where questions If a research problem, rather
than the why

B) Population
The study was to examine the attitude of the 40 of people to fill
questionnaire on online shopping based on various questions. Data was gathered
through different population of various people from different institutions and
from the general public with different professions.

C) Sampling frame
Random respondents
D) Sampling size
No of respondents = 40
E) Sampling method/technique
Google questionnaire
F) Data collection tools
Online survey
G)Plan of data analysis
 Define objectives
 Determine research design
 Prepare research instrument
 Collect data
 Analyze data
 Findings and conclusion

Limitations of study:
 Time limit is main constraints.
 Due to time limitation, I only searched a few journals and was able to
collect data from few respondents.

Duration of study: 1 Month

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 6

4) DATA ANALYSIS

A) Gender

Fig no 1:

Table no 1:

Frequency Percentage
Male 22 55%
Female 18 45%
Total 40 100%

Interpretation:

In the collected data, 55% are male and 45% are female. No response is
collected from other than male and female

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 7

 B) Age

Fig no 2:

Table no 2:

Frequency Percentage
18 to 25 Years 23 57.5%
26 to 35 Years 7 17.5%
36 to 45 Years 7 17.5%
46 Years and Above 3 7.5%
Total 40 100%

Interpretation:

The age is classified into four categories.

 57.5% people are from 18 to 25 years age
 17.5% people are from 26 to 35 years age
 17.5% people are from 36 to 45 years age
 7.5% people are from 46 years and above.

It shows that major respondents are from 18 to 25 years age category.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 8

 C) Occupation
Fig no 3:

Table no 3:

Frequency Percentage
Student 20 50%
Housewife 6 15%
Entrepreneur 4 10%
Private services 8 20%
Government services 2 5%
Total 40 100%

Interpretation:

The occupation is classified into four categories:

 50% people are student
 15% people are housewife
 10% people are entrepreneur
 20% people are private services
 5% people are government services

It shows that major respondents are from student category.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 9

 D) Awareness of online purchasing platforms

Fig no 4:

Table no 4:

Frequency Percentage
Yes 37 94.9%
No 2 5.1%
Total 40 100%

Interpretation:

Awareness of online purchasing platforms:

 94.9% people are aware of online purchasing platforms
 5.1% people are not aware of online purchasing platforms

It shows that major respondents are aware of online purchasing platforms

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 10

 E) Online purchases
Fig no 5:

Table no 5:

Frequency Percentage
Yes 35 87.5%
No 5 12.5%
Total 40 100%

Interpretation:

 87.5% people have purchased online

 5.1% people have not purchased online

It shows that major respondents have purchased online

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 11

 F) Preferences of shopping method

Fig no 6:

Table no 6:

Frequency Percentage
Online 9 25.7%
Offline 4 11.4%
Both 22 62.9%
Total 35 100%

Interpretation:

The collected data shows that majority of people do prefer both type of showing
with 62.9%. 25.7% people says that they prefer only online mode of shopping
where as 11.4% people prefer to purchase only offline.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 12

 G) Purchases done

Fig no 7:

Table no 7:

Frequency Percentage
Only once 7 20%
2 to 4 times 14 40%
More than 4 times 9 25.7%
Not purchased at all 5 14.3%
Total 35 100%

Interpretation:

In the collected data, it shows that 40% people have used the online platform 2
to 4 times. 25.7% people have used more than four times to purchase. 20%
people says that only once they have used the online platform in past one
month. And 14.3% have not at all used the online purchasing platform in last
one month.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 13

 H) Problems faced

Fig no 8:

Table no 8:

1 2 3 4 5
Failure in transaction 19 7 4 1 1
Delay in delivery 6 12 8 2 5
Poor quality of product 11 10 6 2 4
Delivery on wrong 22 5 1 2 1
address
No availability of stock 5 10 11 2 5
Lack of personal 7 11 6 4 4
communication

Interpretation:

The above data indicates that most of the people face problems highly due to
delay in delivery and no availability of stock and least problem for failure in
transaction and delivery on wrong address as they gave rating as 5 accordingly.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 14

 I) Factors influence to purchase online

Fig no 9:

Table no 9:

1 2 3 4 5
Cost 4 7 8 8 8
Time 3 4 10 8 9
Comfort zone 2 5 10 7 10
Service factor 3 4 8 9 10

Interpretation:

The collected data indicates that people highly prefer service factor and comfort
zone while purchasing online and then followed by time. While talking about
cost the responses of people are moderate.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 15

 J) Online platform ratings

Fig no 10:

Table no 10:
1 2 3 4 5
Amazon 1 2 5 10 15
Flipkart 2 4 7 12 9
Myntra 1 1 11 5 14
Snapdeal 8 14 5 2 3
Shopclues 9 11 4 3 1
Ajio 5 6 3 8 9

Interpretation:

The data indicates that the people given the highest rating of the majority of
respondents to the Amazon and myntra online platforms respectively.
Comparatively other online platforms Shopclues have lowest rating.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 16

5) FINDINGS

Findings based on simple percentage analysis

 In the collected data 55% are male and 45% respondents are female.
 57.5% respondents belong from age category of 18 to 25 years.
 50% respondents are students.

Findings based on factor analysis

The statements or factors are,

1. Delay in delivery
2. No availability of stock

Findings based on descriptive analysis using frequency table

 Out of 40 respondents, 22 are male and 18 are female.

 23 respondents belong to the age category of 18 to 25 years
 20 people belong to student category.
 15 respondents chose score of rating 5 for Amazon.in.
 9 respondents chose score of rating 5 for flipkart.com.
 14 respondents chose score of rating 4 for myntra.com.
 3 respondents chose score of rating 3 for snapdeal.com.
 1 respondents chose score of rating 3 for shopclue.com.
 9 respondents chose score of rating 3 for Ajio.com.

6) RECOMMENDATIONS/SUGGESTION
Study should include more variables that able better understanding about its
effects on consumer’s choice of preference as it will help consumer ‘s
population purchasing behaviour through online purchasing platforms.

Majority of the responses belong to student; the suggestion is to concentrate

on equal occupational status for better understanding the intension to buy or
choice of online purchasing platforms.

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 17

7) CONCLUSION
Technology is changing our lifestyle and the way we go shopping. During the
last decade, online shopping is being famous on the globe. Online retailers are
making billions of dollars each year. Lifestyle products like apparel, electronic
gadgets, and goods, groceries, and rest things are available on the computer or
smartphone screens. And the good part is people don’t physically present in a
retail shop to buy what people need.

In the present time, online marketplaces are winning loyal customers

and giving them the best services. Everything that we order can be at our doors
the same day or next day or within the time limit. It depends on the delivery
of the product location.

One who prefers online shopping can browse almost every product
before buying and read the related product information. online store
showcases a wide range of available products so has more possibility to offer
the swift dispatch of the product to eliminate the waiting time.

After analyzing the responses we can say that few customers are facing
problems in online shopping like delay in delivery, poor quality of products
and the preferences of customers are towards online shopping then offline
shopping majority of the customers prefer to buy the products online even if
they are facing few problems.

8) BIBLIOGRAPHY
Online Marketing blog
Online Marketing (optimizely.com)

https://www.researchgate.net/

http://www.ijstr.org/

http://spjmr.com/

https://libguides.mit.edu/
9) ANNEXURE

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 18

KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 19
KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 20
KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 21
KLE SOCITEY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 22