A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING SITES

WITH SPECIAL REFERENCE TO TIRCHY.

TABLE OF CONTENTS

CHAPTER
CONTENT PAGE.NO
NO
1.1 INTRODUCTION
1  
1.2 COMPANY PROFILE
 
REVIEW OF LITERATURE
2  
RESEARCH METHODOLOGY
3  
3.1 RESEARCH DESIGN
 
3.2 DATA COLLECTION
 
3.3 TOOLS
 
3.4 OBJECTIVES OF THE STUDY
 
3.5 SCOPE OF THE STUDY
 
3.6 LIMITATION OF THE STUDY
 

4 DATA ANALYSIS AND  

INTERPRETATION
5.1 FINDINGS
5  
5.2 SUGGESTION
 
5.3 CONCLUSION
 
BIBILIOGRAPHY
 
ANNEXURE
 
LIST OF TABLES

1
TABLE PAGE
NO TITLE NO
Age of the respondents:
4.1.1  
Gender wise classification.
4.1.2  
Income wise classification.
4.1.3  
Frequency of buying.
4.1.4  
Factors considered before shopping
4.1.5  
Which product would you buy online.
4.1.6  
best payment mode.
4.1.7  
Favorite online website visited by you.
4.1.8  
Where do you get your sources of information.
4.1.9
Opinion on the safe and security of online purchase?
4.1.10  
I feel that products are easy to choose and compare online
4.1.11  
I feel that the information provided is of quality in Nature
4.1.12
I Problems faced during online purchase.
4.1.13  
Website Helps in Searching the Products Easily.
4.1.14  
Rate the services offered by online platform
4.1.15  
Online Platform Is Easy To Use And Understand.
4.1.16  
Barriers which keep away from online shopping
4.1.17
Overall satisfaction on experience of online purchasing
4.1.18
Chi square

Training & Overall Satisfaction.

4.2.1

LIST OF CHART

TABLE TITLE PAGE

2
 NO NO
Age of the respondents:
4.1.1  
Gender wise classification.
4.1.2  
Income wise classification.
4.1.3  
Frequency of buying.
4.1.4  
Factors considered before shopping
4.1.5  
Which product would you buy online.
4.1.6  
best payment mode.
4.1.7  
Favorite online website visited by you.
4.1.8  
Where do you get your sources of information.
4.1.9  
Opinion on the safe and security of online purchase?
4.1.10  
I feel that products are easy to choose and compare online
4.1.11  
I feel that the information provided is of quality in Nature
4.1.12  
I Problems faced during online purchase.
4.1.13  
Website Helps in Searching the Products Easily.
4.1.14  
Rate the services offered by online platform
4.1.15
Online Platform Is Easy To Use And Understand.
4.1.16
Barriers which keep away from online shopping
4.1.17
Overall satisfaction on experience of online purchasing
4.1.18
ABSTRACT

In the era of globalization electronic marketing is a great revolution. Over the last decade
maximum business organizations are running with technological change. Online shopping or
marketing is the use of technology (i.e., computer) for better marketing performance. And
retailers are devising strategies to meet the demand of online shoppers; they are busy in studying
consumer behavior in the field of online shopping, to see the consumer attitudes towards online
shopping. Therefore we have also decided to study consumer's attitudes towards online shopping
and specifically studying the factors influencing consumers to shop online.

3
This study titled “A Study on Customer Satisfaction towards Online Shopping in Trichy District”
has been undertaken to understand the factors influencing customers’ online shopping decisions.
The rapid development of the internet has strongly impact upon the worldwide marketing
environment. Currently it has become one of the popular approaches for business and customer
to perform trade over the internet. Businesses have been coming up with creative ways to
promote their product via online. Thus it describes how modern market is replacing the
traditional markets. This study is taking place to identify the factors that may influence
customer’s online shopping satisfaction. Generally, the success of online shopping essentially
depends on the customer satisfaction during their purchase.

Keywords: Online Shopping, E-retailers, Online Shopping, Consumer Behavior, Attitude.

CHAPTER I

1.1 INTRODUCTION
Online shopping is the process whereby consumers directly buy goods, services etc. from a seller
interactively in real-time without an intermediary service over the internet. Online shopping is
the process of buying goods and services from merchants who sell on the Internet. Since the
emergence of the World Wide Web, merchants have sought to sell their products to people who
surf the Internet. Shoppers can visit web stores from the comfort of their homes and shop as they
sit in front of the computer. Consumers buy a variety of items from online stores. In fact, people
can purchase just about anything from companies that provide their products online. Books,
4
clothing, household appliances, toys, hardware, software, and health insurance are just some of
the hundreds of products consumers can buy from an online store. Many people choose to
conduct shopping online because of the convenience. Online shopping allows you to browse
through endless possibilities, and even offers merchandise that's unavailable in stores.

Shopping via the internet eliminates the need to shift through a store's products with potential
buys like pants, shirts, belts and shoes all slung over one arm. Online shopping also eliminates
the catchy, yet irritating music, as well as the hundreds, if not thousands, of other like-minded
individuals who seem to have decided to shop on the same day. The central concept of the
application is to allow the customer to shop virtually using the Internet and allow customers to
buy the items and articles of their desire from the store. The information pertaining to the
products are stores on the server side (store). The Server process the customers and the items are
shipped to the address submitted by them.

The application was designed into two modules first is for the customers who wish to buy the
articles. Second is for the storekeepers who maintains and updates the information pertaining to
the articles and those of the customers.

The end user of this product is departmental store where the application is hosted on the web and
the administrator maintains the database. The application which is deployed at the customer
database, the details of the items are brought forward from the database for the customer view
based on the selection through the menu and the database of all the products are updated at the
end of each transaction. Data entry into the application can be done through various screens
designed for various levels of users. Once the authorized personnel feed the relevant data into the
system, several reports could be generated as per the security.

Online shopping is the process whereby consumers directly buy goods, services etc. from a seller
interactively in real-time without an intermediary service over the internet. Online shopping is
the process of buying goods and services from merchants who sell on the Internet. Since the
emergence of the World Wide Web, merchants have sought to sell their products to people who

5
surf the Internet. Shoppers can visit web stores from the comfort of their homes and shop as they
sit in front of the computer.

The World Wide Web has grown incredibly since its inception in 1990 and by 1991 it was
opened for marketable use. Recently at present time online shopping is the new trend of
shopping in Tiruneveli that is used to refer to computer- based- shopping or Eshopping same like
internet banking. Online shopping is the process whereby shoppers directly buy goods, services
etc. from a seller interactively in real time without an intermediate facility over the internet. The
satisfactions a feeling which is a significance of the measuring process which informs what has
been received against what was expected, including the buying decision and needs associated
with the purchase. Internet has been constantly gaining significance nowadays.

The number of people pr e f e r r ing int e rne t for the i r day to day accomplishments also keeps
on increasing. People today are doing domestic works online. Online customers must have
contact to the internet to buy goods form online. People can look at these websites of online
stores and buying products in luxury form home. Unsatisfactory recently, the regulars were
mainly visiting online to reserve hotel rooms, buy air, rail or movie tickets for buying books and
electronic gadgets, but now more and more offline product like apparels for all sectors, make-
ups, accessories, shoes and consumer durables are now being purchased online.

Background of the Online Shopping Malls Competing in a high-pressure business scenario has
become a challenge for retailers. As an effective alternative sales channel sellers are looking at
the internet, which gives them direct access to target customers. Online retailing (also known as
e-retail) is a web-enabled interface between a retailer and its target consumers for selling
products and services on the web with the facility of ecommerce. These kinds of retailers are also
known as e-market. Almost all big retailers are now electronically present on the World Wide
Web.

The online shopping environment has gone through a lot of transformation and today it is still
developing in a much diversified way. It has become very popular in the areas of apparel, arts
and handicrafts, books, car rentals, computers and electronics, cosmetics, financial services, gifts
and novelties, etc. Some of the major advantages of e-retailing which makes it popular among

6
the retailers are: low investment cost, direct access to target customers, quick return on
investment

This kind of retail format helps the retailers to serve their customer quickly and more efficiently
by offering them a detailed portfolio of products and services. On the other hand, availability of
the point of transaction data helps the retailers to analyze and interpret their target customers. It
has become the most efficient way to offer valuable information It takes time for individuals to
build up confidence to shop online. Initially shoppers may restrict themselves to searching for
information or using e-mail. As their confidence grows their use o the Internet for purchase is
likely to increase with a move to higher value items and more frequent purchases.

7
1.2 INDUSTRIAL PROFILE

"The year 2017 will see large scale growth in the Indian e-commerce sector with increased
participation from people across the country. This industry will continue to drive more
employment opportunities and contribute towards creating more entrepreneurs through the e-
commerce marketplace model," the report said. 

According to the joint study, Bangalore saw the highest preference for online shopping in 2016,
followed by Mumbai and Delhi. 

In other cities like Bangalore, 69% of its population chose to buy daily routine products through
e-shopping in 2015-16, which will go to 75% this year for apparel, gift articles, magazines, home
tools, toys, jewellery, beauty products & sporting goods categories, the report suggested. 

In Mumbai, 65% of population chose purchasing daily products online in 2016, which might go
up another 70% in this year for electronic gadgets, accessories, apparel, gifts, computer
peripherals, movies, hotel booking, etc., whereas, in Delhi, 61% of its population chose to buy
daily routine products through e-shopping in 2015-16, which will go to 65-68% by the end of
2017. 

The e-commerce has transformed the way business is done in India. The Indian e-commerce
industry has been on an upward growth trajectory and is expected to grow at a Compound
Annual Growth Rate (CAGR) of 28 per cent from 2016-20 to touch US$ 63.7 billion by 2020
and overtake the US by 2034.1 The sector reached US$ 14.5 billion in 2016.

Much growth of the industry has been triggered by increasing internet and smartphone
penetration. The ongoing digital transformation in the country is expected to increase India’s
total internet user base to 829 million by 2021 (59 per cent of total population), from 373 million
(28 per cent of population) in 2016, while total number of networked devices in the country are
expected to grow to two billion by 2021, from 1.4 billion in 2016.

Market Size

8
Total online spending, inclusive of domestic and cross border shopping, is expected to increase
by 31 per cent year-on-year to Rs 8.76 trillion (US$ 135.8 billion) by 2018. Cross border
shopping by Indians touched Rs 58,370 crore (US$ 9.1 billion) in 2016, and is expected to by 85
per cent year-on-year in 2017. The top 3 countries preferred by Indians for cross-border
shopping in 2016 were USA (14%), UK (6%) and China (5%).

The Indian consumer internet market is expected to grow by 44 per cent year-on-year to touch
US$65 billion in 2017, up from US$45 billion in 2016. Online travel agents account for the
largest market share (70 per cent) in the internet consumer market, while the remaining 30 per
cent is occupied by horizontal e-tailing, fashion, furniture, grocery, hotel, food tech, cab
aggregators, education technology, and alternative lending among others.

The internet industry in India is likely to double to reach US$ 250 billion by 2020, growing to
7.5 per cent of Gross Domestic Product (GDP), with the number of mobile internet users
growing to about 650 million and that of high-speed internet users reaching 550 million.5 About
70 per cent of the total automobile sales in India, worth US$ 40 billion, are expected to be
digitally influenced by 2020 as against US$ 18 billion in 2016.

Investments/ Developments

Some of the major developments in the Indian e-commerce sector are as follows:

Venture Capital (VC)-backed firms in India raised a record US$ 9.6 billion of fresh capital
between January-September 2017, which is more than twice the amount of capital raised during
the same period in the previous year.

Blackbuck, an online freight aggregator operated by Zinka Logistics Solutions Pvt Ltd, has
raised Rs 50 crore (US$ 7.68 million) in venture debt from InnoVen Capital.

BankBazaar, a financial marketplace start-up in India, raised US$ 30 million in a funding round
led by Experian Plc, a credit rating agency based in UK, taking the company's total funding to
US$ 110 million.

9
Gozefo.com, a Bengaluru based used furniture and appliances platform, has raised Rs 60 crore
(US$ 9 million) in Series B funding from Sequoia Capital India, Helion Venture Partners and
Beenext Pte. Ltd.

Mr Jeff Bezos, Founder and Chief Executive Officer, Amazon Inc has announced plans to further
increase its investments in the country to develop its infrastructure and technology. The e-
commerce giant also received an approval from the Reserve Bank of India (RBI) for launching
its own digital payment wallet in India, thereby tapping into India's fastest-growing digital
payments business.

In April 2017, India's online retail giant, Flipkart, raised US$ 1.4 billion in the biggest start-up
funding round led by Tencent Holdings Ltd, eBay Inc and Microsoft Corp. It also acquired
eBay's Indian arm as a part of the deal. The company also raised US$ 1 billion in March 2017 in
a funding round led by Chinese internet giant, Tencent and Microsoft, thereby valuing the start-
up at US$ 11 billion.

Paytm’s e-commerce unit raised US$ 200 million in a funding round led by Chinese e-commerce
giant, Alibaba and existing investor, SAIF Partners, to become the Indian unlisted company to be
valued at over a billion dollars. 

China's largest e-commerce player Alibaba has planned to set up its first India office in Mumbai,
in order to be a part of India's growing e-commerce market, which is expected to double to US$
34 billion by 2017.

Government initiatives

Since 2014, the Government of India has announced various initiatives namely, Digital India,
Make in India, Start-up India, Skill India and Innovation Fund. The timely and effective
implementation of such programs will likely support the e-commerce growth in the country.
Some of the major initiatives taken by the government to promote the e-commerce sector in
India are as follows:

Reserve Bank of India (RBI) has decided to allow "inter-operability" among Prepaid Payment
Instruments (PPIs) such as digital wallets, prepaid cash coupons and prepaid telephone top-up
cards.

10
Finance Minister Mr Arun Jaitley has proposed various measures to quicken India's transition to
a cashless economy, including a ban on cash transactions over Rs 300,000 (US$ 4,655.1), tax
incentives for creation of a cashless infrastructure, promoting greater usage of non-cash modes of
payments, and making Aadhaar-based payments more widespread.

The introduction of e-payments has helped the Government of India in prompt collections and
payments, leading to 98 per cent of the total government  payments in value terms amounting to
Rs 5.95 trillion (US$92.3 billion), and 95 per cent in volume terms being made through e-
payment mode as of March 1, 2017.

The Ministry of Electronics and Information Technology (IT) issued the draft rules for digital
payments for public consultation, which aim to address the issues of consumer interest and
security concerns.

The Government of India has distributed rewards worth around Rs 153.5 crore (US$ 23.8
million) to 10 lakh customers for embracing digital payments, under the Lucky Grahak Yojana
and Digi-Dhan Vyapar Yojana.

The Government of India is looking to install Wi-Fi hotspots at more than 1,000 gram
panchayats across India, under its ambitious project called Digital Village, in order to provide
internet connectivity for mass use, as well as enable delivery of services like health and
education in far-flung areas.

Road Ahead

The e-commerce industry been directly impacting the micro, small & medium enterprises
(MSME) in India by providing means of financing, technology and training and has a favourable
cascading effect on other industries as well. The total size of e-Commerce industry (only B2C e-
tail) in India is expected to reach US$ 101.9 billion by 2020.

Technology enabled innovations like digital payments, hyper-local logistics, analytics driven
customer engagement and digital advertisements will likely support the growth in the sector.
With the increase in the number of electronic payment gateways and mobile wallets, it is
expected that by the year 2020, cashless transaction will constitute 55 per cent of the online
sales. The growth in e-commerce sector will also boost employment, increase revenues from

11
export, increase tax collection by ex-chequers, and provide better products and services to
customers in the long-term.

1.2 COMPANY PROFILE

o Poorvika Mobiles Pvt Ltd., Headquartered in Chennai, India, Poorvika Mobiles Pvt. Ltd.
is a leading multi-brand retail chain that deals in mobile phones and connections,
accessories, recharges and internet data cards.Founded by Mr. Uvaraj Natarajan, the first
Poorvika showroom opened its doors to the people of Chennai in 2004, born out of the
idea of amalgamating the look, touch and feel of mobile outlets with the choice,
convenience and elegance that modern retail provides.

o Driven by the mantra ‘Think Mobile, Think Poorvika’, today, Poorvika has set up 200
and more one-stop-mobile-shops across 43 cities in Tamil Nadu, Pondicherry and
Karnataka. It has progressively grown into the largest mobile retail chain in South India
with more than 200 touch points across the state.Headed by Mr. Uvaraj, Chief Executive
Officer, and Mrs. Kanni Uvaraj, Managing Director, Poorvika believes in the power of
teamwork and cooperation, in thinking big together, and in the power of unity.

o Poorvika prides itself on its deep understanding of a customer’s needs and well-trained
staff that are its biggest strength. A workforce of over 3500 knowledgeable and
committed professionals sets apart Poorvika from other retail chains by ensuring each
customer who walks into a Showroom is greeted with a warm vanakkam and attended to
with the highest levels of integrity, professionalism and service. Not surprising that 40
lakh well cared for and satisfied customers depend on Poorvika for their communication
needs.

o The company enjoys warm relations with manufacturers and continues to win laurels for
its sales, riding on the success of the Indian mobile revolution. In the years to come,
Poorvika aims at setting new benchmarks in innovative world-class mobile retail and has
set its sights on emerging as India's largest retail chain for mobile phones and accessories.

12
We provide these privacy highlights for your convenience but we encourage you to review the
full Poorvika mobiles Private Limited, Chennai, India. Collection, Use, Disclosure, and Security
of Personal Information

We collect personal information when you use our services or otherwise interact with us,
including information you provide, such as contact information, billing & credit information, and
resumes; information that is automatically collected, such as details about use of our services and
our Web pages  and information from other sources, such as credit reports and mailing lists.

We use personal information for various business purposes, such as to complete transactions and
bill for products and services; respond to requests for service or assistance; create and improve
products and services; suggest additional or different products or service; and protect our rights
and property.

We do not sell, rent, or provide personal information to unaffiliated third-parties to market their
products and services to you. We may disclose personal information to unaffiliated third-parties
who complete transactions or perform services on our behalf and under certain other limited
circumstances, subject to restrictions on the third-parties’ use of such information. We use a
variety of physical, electronic, and procedural safeguards to protect personal information and we
use reasonable procedures to erase or render it unreadable when we dispose of it.

Access and Choice

You may access and modify your contact information by visiting poorvikamobile.com, visiting a
Poorvika mobile retail store, or by contacting Customer Service. If you are a Poorvika customer
and you manage your account online, you can change your marketing preferences by logging
into your my Poorvika Profile.

Other Privacy Information

We do not solicit children to purchase our services or products and our Web sites are not
designed to attract children under the age of 13. We may use cookies, Web beacons, and similar
technologies. Poorvika follows the ISO’s Best Practices Guidelines for Location-Based Services.

13
With your consent, we may provide location-based services or provide access to location
information so third-parties may provide you such services.

When you install third-party applications on your device, you may give your consent for the third
party to access certain information you have stored on your device or to access Poorvika network
information to facilitate the application’s functions.

Policy Updates and Contact Information

We may update this policy from time to time and you should refer to it often for the latest
information and the effective date of any changes. If we intend to use or disclose personal
information in a way that is materially different from that stated in this policy at the time it was
collected, we will post notice of the change on our Web site’s home page for at least 10 days
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If you have questions, comments, or concerns about this policy or about Poorvika privacy
practices, you may contact us through info@poorvika.com or using the other contact information
provided in the full privacy policy.

CHAPTER II
14
2.1 REVIEW OF LITERATURE
Online Shopping Behavior
 Internet usage history and intensity also affect online shopping potential. Consumers with
longer histories of Internet usage, educated and equipped with better skills and perceptions of
the Web environment have significantly higher intensities of online shopping experiences and
are better candidates to be captured in the well-known concept of flow in the cyber world
(Hoffman and Novak, 1996;).
 Those consumers using the Identifying pre-purchase intentions of consumersis the key to
understand why they ultimately do or do not shop from the Web market. One stream of
research under online consumer behavior consists of studies that handle the variables
influencing these intentions. A compilation of some of the determinants researchers have
examined are: transaction security, vendor quality, price considerations, information and
service quality, system quality, privacy and security risks, trust, shopping enjoyment, valence
of online shopping experience, and perceived product quality. Online shopping, referred to as
online retailing or e-tailing, is growing every day in India.
 According to eBay India Census (2011) published on September 28th 2011 at Bangalore,
Online Shopping is mainstream & a nationwide phenomenon: India had over 3,311 e-
commerce hubs across the country.

 According to an article published in The Economic Times about an ASSOCHAM survey dated
October 19th 2011, “Products like mobile phones, e-tablets, consumer electronics, gift
articles, apparel and ornaments are the major attractions for consumers who shop online”.
One of the main reasons why customers prefer online shopping for such products is because of
the large variety of these items available in the market. The websites enables customers to
search and compare products with ease. Another important reason for the number of online
shoppers to constantly multiply is because of 24X7 shopping advantage and the home delivery
of products. Shopping websites also provide discounts, vouchers and free gifts to attract
customers.

 The different categories of products that customers are willing to purchase online depend upon
the customer perception of risk. Customers perceive a higher degree of risk if the product
15
 category is new, or if the perceived value of the product is high. Shiffman et al. in his book
Consumer behavior states that “Studies also found that perceptions of trust and risk were the
major determinants’ of consumers’ attitudes toward shopping online and that trust reduced
consumers’ perceived risk in the electronic marketplace”.

Consumer Satisfaction and Loyalty in the Online Market

 Although the argue the opposite, some studies find that personalized Web sites and customer
communities are highly influential on the consumer brand relationship especially for
experienced Internet consumers. Besides, businesses that can create trust and increase the
perceived value of online shopping can turn their satisfied consumers into loyal ones in the e-
marketing environment, too. The online environment accommodates so many opportunities
for creating loyalty that even offline offerings can be effectively facilitated with supporting
after sale services provided through the Web.

 Ashok Sinha decided to give it a try. Overall shopping experience was very good except for
the inconvenience of seeing a lot of items that are not in stock. Think they have added a lot of
products in to their database just to give a feeling that they have a big catalog but it will make
anyone frustrated to see so many items in the catalog and later figure out most of them are not
in stock.

 Dharma Singh discussed had never used Tradus.com before but started hearing about the
same in last few months had visited the site and the first impression was not bad. It was
excited by seeing a lot of items at a decent price. A search for Tripod showed over 150 items,
starting from a price range of Rs 700 to Rs 40,000. Then short listed a couple of them and
started reading reviews. However, It was eventually figured out they have just one model in
stock,which is over 22,000INR, which was beyond my budget.

 Shippa Gupta 'Indian online shoppers believed there was a wider purchase choice online
rather than offline, that shopping online was extremely convenient and easy, and that most
goods were cheaper online than they were offline,' says, Country Manager, West Africa,
MasterCard Worldwide. Times of India also explored the reasons why the majorities (78%) of
Indians surveyed do not currently shop online. Of this group, 59% said they were not sure that
making transactions online was secure or safe, 43% said they simply preferred to shop in-store
16
 to look at the physical products and an additional 40% raised their concerns about the time it
would take for items to be delivered to them.

 Subash rowther Online security is a priority for and we work closely with our customer
financial institutions and retailers in Nigeria to ensure that online holders can have the highest
level of confidence when shopping online, and that retailers can gain greater assurance about
the identity of the customer completing a purchase,'

CHAPTER III
RESEARCH METHODOLOGY
Research is defined as human activity based on intellectual application in the
investigation of matter. The primary purpose for applied research is discovering, interpreting,
and the development of methods and systems for the advancement of human knowledge on a

17
wide variety of scientific matters of our world and the universe. Research can use the scientific
method, but need not do so. Scientific research relies on the application of the scientific method,
a harnessing of curiosity.
This research provides scientific information and theories for the explanation of the nature and
the properties of the world around us. It makes practical applications possible. Scientific research
is funded by public authorities, by charitable organizations and by private groups, including
many companies. Scientific research can be subdivided into different classifications according to
their academic and application disciplines.
Research methodology is a way to systematically solve the research problem. The research
methodology in the present study deals with research design, data collection methods, sampling
methods, survey, analysis and interpretations.

3.1 RESEARCH DESIGN

The study adopted is “Descriptive” in nature. Descriptive Research Design is concerned
with the research study which focuses on the portrayal of the characteristics of a group or
individuals or a situation. The main objective of such studies is to acquire knowledge.

3.2 Scope of the Study

In India, the first time ever, shoppers are going to the web for most of their purchases has
resulted in more and more retailers providing online avenues for customers to make purchases at
the click of the mouse. Customers not only use the internet to make purchases but also to search
for information about the product or service being purchased. Internet has changed the way of
conducting business. Many businesses have started building up their strategies around the
internet. If E-Marketers analyze and understand the factors influencing Indian customers’ online
behavior, they can further fine-tune their business strategies towards customer preferences.
This study deals with the customers’ perceptions towards the following aspects of online
shopping and how the presence or lack of these aspects in an online shopping environment
affects customer satisfaction.
Product categories that customers purchase online
Quality& availability of the product
Mode and Speed of delivery of the product

18
Product price / Offers provided for online shoppers
Payment options available for the customers
Shipping, Return and Exchange policies
Features of the shopping website such as
Design
Information provided
Accessibility
Ease of use

3.3 OBJECTIVES OF THE STUDY

The primary objective of this study is

To identify and understand the demographic factors affecting customer satisfaction with respect
to in online shopping in India.

The Secondary Objectives are:

To analyse product categories for which customers favour online shopping and product
categories for which they still abide by the traditional approach.

To analyse features that customers expect at an online shopping portals.

To analyse the different payment and delivery systems preferred by the customers.

To analyse the inhibitions faced by customers during online purchases.

To analyse how these factors interact to influence customer purchase decisions.

3.3 SAMPLE DESIGN

A sample design is a definite plan determined before any data are actually collected for
obtaining a sample from a given population. The researcher must decide the way of selecting a
sampling. Convenient Sampling technique is used by the researcher.
SAMPLE SIZE
Sample size is 100.

19
SOURCE OF DATA
Both primary and secondary data were used by the researcher.
Primary data
Primary data were collected from respondents by using questionnaire.
Secondary data
Secondary data were collected from company profile, library, website etc

3.5 STATISTICAL TOOLS USED

The researcher used,

1. Percentage analysis.
2. Chi-square.

3.6 LIMITATIONS OF THE STUDY

• The study is confined to Trichy district only

• The study is based upon the consumer behaviors of online shopping

• The data collected for the research is fully on primary data given by the respondents.
There is chance for personal bias. So the accuracy is not true

• Due to storage of time and other constraints, the study has been limited 100 respondents
only.

CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

Table No: 4.1.1 Classification based on Age of the Respondents.

S.NO AGE GROUP NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 20-30 35 35.0

20
 2 31-40 39 39.0
3 41-50 17 17.0
4 51 & above 9 9.0
Total 100 100.0
Source: Primary Data

CHART NO: 4.1.1 Classification based on Age of the Respondents.

INFERENCE:

The above table shows that 35% of respondents’ belongs to the age group of 20-30, 39%
of the respondents’ age group is 31-40, and 17% of the respondents’ age group is 41-50, and
9% of the respondent’s age group is above 51.we can say that majority of the respondents are in
the age group of 31-40 years.

GENDER WISE CLASSIFICATION

TABLE NO : 4.1.2 Classification based on the Gender of the Respondents.

S.NO GENDER NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Male 77 77.0
2 Female 23 23.0
Total 100 100

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Source : Primary Data

CHART NO : 4.1.2 Classification based on the Gender of the Respondents.

INFERENCE

The above table shows the gender wise classification of the respondents, 77% of the respondents
are male, 23 % of the respondents are female. Male respondents will have major impact on the
outcome of the study.

FREQUENCY Of Buying a Month

TABLE NO : 4.1.3 Classification based on Buying Frequency of the Respondents.

S.No Frequency of Number of Percentage of

online Buying Respondents Respondents
1 Below 1 time 10 10.0
2 1-3 times 16 16.0
3 4-5 times 41 41.0
4 6-8 years 19 19.0
5 Above 8 years 14 14.0
Total 100 100
Source : Primary Data

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CHART NO : 4.1.3 Classification based on Buying Frequency of the Respondents.

INFERENCE

From the table it is inferred that 10% of the respondents would buy 1 times , 16% of
the respondents experience is 1-3 times of online buying, 41% of the respondents experience is
3-5 times, and 19% of the respondents experience of 5-8 times and 14% of respondents have the
experience of more than 8 times a month.

INCOME WISE CLASSIFICATION

TABLE NO : 4.1.4 Classification Based on the Amount of Purchasing

S.NO INCOME NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 5000-10000 39 39
2 10001-15000 35 35
3 15001-20000 11 11
4 20000 & above 15 15
Total 100 100
Source : Primary Data

CHART NO : 4.1.4 Classification Based on the amount of Purchasing.

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INFERENCE:

The Table shows that 39% of the respondents spend 8000-10000, 35% of the respondents
spend 10001-12000, 11% of the respondents spend 12001-15000, 15 % of the respondent’s
would spend is above 15000.

FACTORS CONSIDERED BEFORE PURCHASING ONLINE.

TABLE NO: 4.1.5 Opinion on factors considered before purchasing online.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Product Rating 19 19.0
2 Product Review 15 15.0
3 Comparison of Price 32 32.0
4 Friends Suggestions 24 24.0
5 Offline Advice 10 10.0
Total 100 100
Source : Primary Data

CHART NO: 4.1.5 Opinion on factors considered before purchasing online.

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INFERENCE:

Above table 15 reveals that 28% of the respondents consider product

rating before Online shopping, 19% of the respondents consider product review before Online
shopping, 15% of the respondents consider Advise for offline store before Online shopping, 32%
of the respondents consider Comparison of price before Online shopping, 24% of the
respondents consider Referred by friends before Online shopping.

DEPARTMENT WISE CLASSIFICATION

TABLE NO : 4.1.6 Product wise Classification of the Respondents.

S.NO DEPARTMENT NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Consumer goods 69 69.0
2 Domestic use 19 19.0
3 Healthcare 12 12.0
Total 100 100
Source : Primary Data

CHART NO : 4.1.6 Product wise Classification of the Respondents.

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INFERENCE:

From the above table it is inferred that 69% of the respondents said that they spend on consumer
goods, 19% of the respondents are from domestic goods category and the rest 12% is from
healthcare products.

PAYMENT MODE .

TABLE NO : 4.1.7 Opinion about the Mode of Payment.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Net Banking 29 29.0
2 Cash on Delivery 34 34.0
3 Debit Card 16 16.0
4 Credit Card 17 17.0
5 Gift Voucher 4 4.0
Total 100 100
Source : Primary Data

CHART NO : 4.1.7 Opinion about the Mode of Payment.

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INFERENCE:

The table shows that 34% of the respondents used cash on delievery, 29% of the
respondents used net banking, 16% of the respondents used debit card , 17% of the respondents
card of credit, and the rest 4% of the respondents used coupons or gift vouchers.

TABLE NO : 4.1.8 Preferred online shopping websites.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Flipkart 31 31.0
2 Snapdeal 34 34.0
3 Amazon 9 9.0
4 Ebay 17 17.0
5 Myntra 9 9.0
Total 100 100
Source : Primary Data

CHART NO : 4.1.8 Preferred online shopping websites.

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INFERENCE:

The table inferred that 31% of the respondents preferred Flipkart, 34% of the
respondents preferred snapdeal,9% of the respondents are amazon, 17% of the respondents
opinion ebay and 9% of the respondents opinion preferred Myntra .

SOURCES OF AWARENESS TO VISIT ONLINE SERVICES

TABLE NO : 4.1.9 Opinion of the respondents on sources of awareness to visit online

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Online sources 43 43.0
2 Offline sources 35 35.0
3 Friends 9 9.0
4 TV ads 5 5.0
5 Newspapers 8 8.0
Total 100 100
Source : Primary Data

CHART NO : 4.1.9 Opinion of the respondents on sources of awareness to visit online

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INFERENCE:

The table shows that 43% of the respondents said that their major source of
information is online services, 35% of the respondents opinion offline, 9% of the respondents are
friends, 5% of the respondents TV ads and 8% of the respondentsgot through newspapers..

SAFE AND SECURE WITH ONLINE PRODUCTS

TABLE NO : 4.1.10 Opinion about the safe and security of online purchase.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Strongly Agree 45 45.0
2 Agree 43 43.0
3 Neutral 9 9.0
4 Disagree 3 3.0
5 Strongly Disagree 0 0
Total 100 100
Source : Primary Data

CHART NO : 4.1.10 Opinion about the safe and security of online purchase.

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INFERENCE: The table shows that 45% of the respondents strongly agree the statement , 43%
of the respondents agreed the statement that online purchase is Safe and Secured, 9% of the
respondents neither agree nor disagree about the point and 3% of the respondents disagree with
the same.

EASY TO CHOOSE AND MAKE COMPARISION WITH OTHER

ProductsTABLE NO : 4.1.11 Easy to choose and make comparision with other.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Highly Satisfied 42 42
2 Satisfied 20 20
3 Neutral 19 19
4 Dissatisfied 11 11
5 Highly Dissatisfied 8 8
Total 100 100
Source : Primary Data

CHART NO : 4.1.11 Easy to choose and make comparision with other.

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INFERENCE:

The table shows that 36% of the respondents dissatisfy , 22% of the respondents Highly satisfy
this statement, 20% of the respondents are Satisfied that online purchase is easy to compare ,
19% of the respondents are neutral about the point and 8% of the respondents Highly
Dissatisfied the statement.

Quality of Information Provided In Online Shopping.

TABLE NO: 4.1.12 Opinion that Quality of Information Provided In Online Shopping.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Strongly Agree 27 27.0
2 Agree 37 37.0
3 Neutral 8 8.0
4 Disagree 16 16.0
5 Strongly Disagree 12 12.0
Total 100 100
Source : Primary Data

CHART NO: 4.1.12 Opinion that Quality of Information Provided In Online Shopping.

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INFERENCE:

The table shows that 37% of the respondents are Agree the Statement, 8%
of the respondents said stress Neutral , 27% respondents said Strongly Agree the statement that
quality information is provided by companies, 16% of the respondents are Disagree and 12% of
the respondents said Strongly Disagree

PROBLEMS FACED BY THE RESPONDENT WHILE ONLINESHOPPING

TABLE NO: 4.1.13 Opinion on problems faced in Online purchase.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Delay in delivery 11 37.0
2 Damage condition 9 9
3 Wrong product were sent 3 3.0
4 Others 37 11.0
5 No such 40 40
Total 100 100
Source : Primary Data

CHART NO : 4.1.13 Opinion on problems faced in Online purchase.

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INFERENCE:

The table shows that 40% of the respondents said that they din’t face any problems , 3% of the
respondents said wrong product sent , 37% respondents reported other problems.

WEBSITE HELPS IN SEARCHING THE PRODUCTS EASILY

. TABLE NO : 4.1.14 Opinion of the Website Helps in Searching the Products Easily

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Strongly Agree 40 40.0
2 Agree 36 36.0
3 Neutral 7 7.0
4 Disagree 9 9.0
5 Strongly Disagree 9 9.0
Total 100 100
Source : Primary Data

CHART NO : 4.1.14 Opinion of the Website Helps in Searching the Products Easily

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INFERENCE

The table shows that 36% of the respondents are Agree the Statement, 7% of the respondents
said stress Neutral , 40% respondents said Strongly Agree the statement that the websites helps
to find the products easily and 9% of the respondents are Disagree and 9% of the respondents
said Strongly Disagree

SERVICES OFFERED ONLINE

TABLE NO : 4.1.15 rate the services offered by online platform

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Product delivery 30 30
2 Warranty 23 23
3 Time saving Convenience 17 17
4 Offers 13 13
5 Mode of payments 17 17
Total 100 100
Source : Primary Data

CHART NO : 4.1.15 rate the services offered by online platform

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INFERENCE

The table shows that 30% of the respondents felt that product delivery is what they rank the most
23% respondents liked warranty assured , 17% for time convenient and rest of the customers for
mode of payment and offers& Promtion codes.

ONLINE PLATFORM IS EASY TO USE AND UNDERSTAND.

TABLE NO: 4.1.16 Opinion on ease of use of Online platform.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Strongly Agree 44 44.0
2 Agree 24 24.0
3 Neutral 10 10.0
4 Disagree 17 17.0
5 Strongly Disagree 10 10.0
Total 100 100
Source : Primary Data

CHART NO: 4.1.16 Opinion on ease of use of Online platform.

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INFERENCE:

Above table reveals that 44% of the respondents strongly agrees that the
flipkart app is easy to use, 24% of the respondents agree ith the statement, 10% of the stays
neutral , 17% of the respondents feel disagree, 10% of the respondents feel strongly disagree.

ONLINE PLATFORM IS EASY TO USE AND UNDERSTAND.

TABLE NO: 4.1.16 Opinion on ease of use of Online platform.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Safety of payment 30 30.00

2 Low trust level 25 25.00

3 VAT, Customs Duty 15 15.00

4 High shipping cost 12 12.00

5 Delivery too slow 18 18.00

Total 100 100

Source : Primary Data

CHART NO: 4.1.16 Opinion on ease of use of Online platform.

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INFERENCE: Above table reveals that 44% of the respondents strongly agrees that the flipkart
app is easy to use, 24% of the respondents agree ith the statement, 10% of the stays neutral , 17%
of the respondents feel disagree, 10% of the respondents feel strongly disagree.

OVER ALL SATISFACTION ON ONLINE PURCHASE.

TABLE NO: 4.1.17 OVER ALL SATISFACTION ON ONLINE PURCHASE.

S.NO OPINION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Highly Satisfied 30 30.00
2 Satisfied 38 38.00
3 Neutral 6 6.00
4 Dissatisfied 16 16.00
5 Highly Dissatisfied 10 10.00
Total 100 100
Source : Primary Data

CHARTNO: 4.1.17 OVER ALL SATISFACTION ON ONLINE PURCHASE.

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INFERENCE:

The table shows that 30% of the respondents are satisfy with over all Training,
38% of the respondents opinion is highly Satisfy, 6% of respondents are neutral, 16% of the
respondent dissatisfy with training,10% highly dissatisfy with Training.

4.2 CHI SQUARE TEST

The Chi-Square measures test the hypothesis that the row and coloumn variables in
a cross tabulation are interdependent.A low significance value typically below 0.05 indicates that
there may be some elationship between two variables;they do not indicate the strength or
direction of relationship

4.2.1 TESTING THE ASSOCIATION BETWEEN THE AGE OF THE RESPONDENTS

AND OVERALL SATISFACTION LEVEL.

H0:there is no significance association between the AGE and overall satisfaction Level.

H1: there is significance assocition between the AGE and overall satisfaction Level.

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TABLE NO 4.2.1
Overall Satisfaction
Highly Dissatisfied Neutral Highly Satisfied
Dissatisfied Satisfied
Experienc 1-2 years 0 0 0 5 7
e 2-5 years 3 8 3 4 18
5 years 9 15 3 9 6
Total 12 23 6 18 31

Chi-Square Tests
Value df Asymptotic
Significanc
e (2-sided)
Pearson Chi-Square 32.111 8 .000
a

Likelihood Ratio 37.565 8 .000

Linear-by-Linear 28.572 1 .000
Association
N of Valid Cases 100
INFERENCE:
From the above table it is inferred that the calculated P Value (0.00) which is lesser than
(0.05),hence, null hypothesis (H0) is rejected and the alternative hypothesis (H1) is
Accepted.There is a significant association between the Age of the respondents and over all
satisfaction level

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

Majority 77% of the respondents are male.

Hence the higher 41% percentages of the respondents are falling under the category 4-5 times
purchase a month.

Hence the higher 39% percentage of the respondents are falling under the category of spending
5000 – 10000 a month.

Hence it is disclosed that majority 69% of the respondents are buying consumer goods.

Majority 34% of the respondents used snapdeal and 31% used flipkart.

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Majority 41% of the respondents are fond of online sources for getiing information.

Majority 88% of the respondents agreed that they feel purchasing online is safe and secure.

Majority 62% of the respondents purchased Mobiles via online channels.

Majority 56% of the respondents Prefer online shoppingfor time saving.

Majority 52% of the respondents visiting retail store before online shopping.

Majority 42% of the respondents make purchase on Online Shopping Monthly.

Majority 54% of the respondents strongly agree with the choice of products available in online
shopping.

Majority 40% of the respondents consider product review before online shopping.

Majority 54% of the respondents Agree with the detailed information about the products in
online shopping.

Majority 52% of the respondents Agree with the easy to choose and make comparison with other
products in online shopping.

Majority 64% of the respondents agree with the Quality of Information provided in online
shopping.

Majority 40% of the respondents Agree with the Website layout helps in searching the products
easily.

Majority 74% of the respondent satisfied with online shopping.

SUGGESTIONS

 One the major drawbacks that the respondents have felt are no proper returning policy to the
product.

 After getting opinion from the respondent if the above said problem occurs, then they should
be guided in a proper way to return the product.

 This will create a good website reputation and repurchasing power of the respondents.

 The respondents face major problems on theft of credit card information, and lack of security
on online payments.

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 Implementing precautionary steps to solve these problems shall create consumer confidence on
online shopping.

 Online shopping follows international market standards and do not know about the local
market standard.

 This will helps to increase consumer buying pattern and help the vendors to increase the sale.

CONCLUSION

Online shopping is becoming more general day by day with the growth in the usage of World
Wide Web known as www. Sympathetic customer's need for online selling has become challenge
for marketers. Specifically accepting the consumer's satisfaction towards online shopping,
making development in the factors that impact consumers to shop online and working on factors
that affect consumers to shop online will help dealers to gain the competitive edge over others. In
assumption, having access to online shopping has truly transformed and unfair our society as a
whole.

This use of knowledge has opened new doors and chances that enable for a more convenient
existence today. Variety, quick service and reduced prices were three significant ways in which

41
online shopping subjective people from all over the world. However, this concept of online
shopping led to the opportunities of fraud and privacy conflicts. Unluckily, it has shown that it is
possible for criminals to operate the system and access personal material. Luckily, today with the
latest features of knowledge, events are being taken in order to stop hackers and criminals from
inappropriately opening private databases..

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 A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING SITES
WITH SPECIAL REFERENCE TO TIRCHY.

PERSONAL DETAILS:

1. .Age of the respondents: a) 20-30 b) 31-40 c)41-50 d)51-60.

2. Gender : a) Male b) Female

3. Income : a) 5000 b) 10000-12000

c)10000-15000 d)15000 above

4. Frequency :a)1-2 yrs b)2-5 yrs c) 5yrs & above

5. Factors considered before shopping a) Product Rating b)Product Review c)Comparison of

d)Price e)Friends Suggestions e)Offline Advice

6. Which product would you buy online ?

a) Consumer goods b) Domestic goods c) Healthcare

7. Which is the best payment mode?

a) Cash on Delivery b) Debit card c) credit card 4)Net banking.

8. Which is your favourite online website visited by you?

a) Flipkart b) Snapdeal c) Myntra d) Amazone) Ebay.

9. Where do you get your sources of information ?

a) Online b) offline c) TV ads d) Newspapers e) Friends.

10. How satisfied are you with the safe and security of online purchase?

a) Satisfied b) Highly Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied

11. I feel that products are easy to choose and compare online.

a)  Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

12. I feel that the information provided is of quality in Nature.

a)  Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

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13. Problems faced during online purchase.

a)  Damaged products b) Delay in delivery c)  Mismatch items e) No such

14. Website Helps in Searching the Products Easily

a)  Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

15. Rate the services offered by online platform

a. Product delivery b.Warranty c.Time saving Convenience d.Offers e.Mode of payments.

16. Online Platform Is Easy To Use And Understand.

a)  Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

18. Barriers which keep respondents away from online shopping.

a.Safety of payment b.Low trust level of online storec. VAT, Customs Duty d.High shipping
cost e.Delivery too slow

17. How satisfied are you with your experience of online purchasing?

a) Satisfied b) Highly Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied.

********THANK YOU*******

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