Online shopping Trend in Youth

By
USAID BHOJANI (44472)
YUSRA IMRAN VEKRIWALA (49078)
PAYAL (44886)
CH HUMAYUN ISHTIAQ (44997)
SANJANA (46925)

Submitted to
MAM SHUMAILA NAZ

Course
RESEARCH METHOD SKILL

SPRING 2021

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 Iqra University (Main campus)

Contents
Chapter 1: Background and Introduction
1.1 Background of the Study…………………………………………………………….4
1.2 Statement of Problem………………………………………………………………....
1.3 Research Questions……………………………………………………………………
1.4 Objectives of Study…………………………………………………………………..5
1.5 Justification/ Significance of Study…………………………………………………...
1.6 Limitation of Study……………………………………………………………………
1.7 Scope of the Study…………………………………………………………………….
1.8 Assumptions…………………………………………………………………………..6
1.9 Definition of Keywords……………………………………………………………….
Chapter 2 Literature Review

Introduction………………………………………………………………………………..
Literature review…………………………………………………………………………..7
Factors influencing online shopping………………………………………………..
Theoretical Framework / Conceptual Framework………………………………………...8
Hypothesis…………………………………………………………………………………
Chapter 3: Research Method

3. Research Design………………………………………………………………………..
Type of Research……………………………………………………………………….....9
Method of Research………………………………………………………………………..
Scope / Utility of Research…………………………………………………………………
Approach of Research………………………………………………………………………
Time Horizon……………………………………………………………………………….
Study Setting………………………………………………………………………………..
Type of Investigation……………………………………………………………………….
3.1 Population and Sample……………………………………………………………….
3.1.1 Sampling Unit……………………………………………………………………...10
3.1.2 Sampling Technique………………………………………………………………….
3.1.3 Sample Size…………………………………………………………………………..
Instrumentation ………………………………………………………………………….
Instrumentation selection…………………………………………………………………..

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Variables……………………………………………………………………………………
References…………………………………………………………………………….....11

Abstract
The Purpose of this research to explain what pros and cons are in online shopping,
and how online buyers can take advantage and overcome disadvantages to online
shopping. In this research five hypothesis were developed to examine the relationship
between four independent and one dependent variables. Total 20 questionnaires were
distributed among university students. Data was collected through both primary and
secondary both sources. Primary data is collected through questionnaire and secondary
data is collected through various articles. The type of this research is quantitative. In this
research correlational investigation is used. This research is non-contrived setting/natural
setting. Time horizon is cross sectional. Non probability sampling is used in this research
because the population size is unknown. This research explained the online shopping
trends in youth.

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1. Background and Introduction
1.1 Background of the study

The online business has found strong popularity among youngsters. The growth of
internet has found strong impact on global business. (Farah, Muqqarab, Bashir, 2018).
The usage of internet has increased because it is too fast of information delivery to the
users and also providing more choices of browsing in a shortest possible time. It also
provides the latest things to buy that are trending at the time. Although the rapid growth
of online business is optimistic for the future growth but negative for conventional
shopping method. The online shopping required more customer intention compare to
purchasing physically. (Chowdhury and Ahmed), 2012.
The major findings to the issue are first one that is trust and online risk. Trust is first
essential thing in purchases interest while perceived value is the thing will worth of price
or not. Moreover, according to hsin and wen (2008), firm reputation can be defined as
customers perception on how well take cares of customers and its genuinely concerned
about their welfare. Although online shopping has provided a great advantage to young
generation where as it has also developed different concerned factors.

1.2 Statement of the problem

In youngsters there are a lot of different shopping habits that some find online shopping
really comfortable and easy. They think since everything is getting digital and the 3rd
generation spent most of the time working they dint find enough time for shopping in a
physical manner., while other is opposite as they want to be aware of quality management
and they also don’t want to take risk in online payments. As well as some brands do not
offer particular items online. second group realty want to spend some time with families
and friends while shopping. The find really attractive to spend time outside of the box.
This research is for to answer whether university students prefer online shopping. In
order to develop hoe online shopping has influenced the mind sets of university students.
“The Purpose of this research to explain what pros and cons are in online shopping,
and how online buyers can take advantage and overcome disadvantages to online
shopping”

1.3 Research Question

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What are the factors that influence online shopping in Youngsters?
What Are the Reasons To Support And Reason To Oppose For Online Shopping?
What are the benefits and the side effects of online shopping on buyers?
Is Online shopping gives the privacy to the consumer and does customer trust company
while giving personal information?

1.4 Objectives of the study

 To determine the impression of brand in online shopping.
 To identify that whether product quality is good as shown online.
 To determine does online buyers get worry about trust and online risks.
 To find how much firm reputation influence the customers in online shopping.
 To determine the relation between customer satisfaction and online buying.

1.5 Justification

The reason for this study is to give knowledge to online buyers about pros and cons of the online
shopping. It will discover to what to what extent the online shopping decision are viable.

1. The people who do online shopping would benefit from this study. They can make
decision whether traditional shopping is better or online shopping.
2. Online product sellers will gain knowledge about that how they can improve product
selling activities.
3. Conventional buyers will indirectly take advantage from this research in the sense if the
finding of the study conclude that online shopping is reasonable option. They can switch
to online shopping as well as they will find a knowledge about online shopping facilities.

1.6 Limitation

 This study will only take into place in only university students of Pakistan due to
limited time period of the research.
 This research is only for online goods not online services because of limited
contacts.
 Questionnaire will be distributed among university students and primary data will
be conducted from only Karachi because of limited contacts.
 In order to remain focus this study will only consider online buyer customers
perspective and not the sellers because of limited contacts.

1.7 Scope
 This Study will take into place in Pakistan and recommendations will be useful likely
online buyers of Pakistan.

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  This research will be taken only on online buyer perspective.

1.8 Assumption
 The information that we will gather from certain students from the university students will
be considered as truthful and will reflect the actions of majority of the contender
belonging to similar sector of society.
 The cultural and religious factors will remain constant in Pakistan throughout the research.

1.6 Definition of keywords

I. Online Shopping: - The activity of buying goods or services over the internet.
II. Conventional shopping: - It is a traditional shopping which in one has to leave
home for buying products.
III. Reliability:- the quality of being trustworthy or of performing consistently well

2.1 Introduction
The growth of internet technology has found strong impact on online business. The
internet created new environment of e-commerce and has provided opportunities to
connect busing through internet across worldwide. (Sajjad Nazir, & Arsalan Tayyab, 2012)
One of the best examples of the growth of internet technology is online shopping. E-
Commerce is buying and selling of the goods online. Online shopping has experienced a
rapid growth during the recent years due to its unique advantages for both consumers and
Sellers, such as shopping at round the clock facilities, decreasing dependence to store
visits, saving travel costs, increasing market area, decreasing overhead expenses and
offering a wide range of products.
Online shopping is the consumers shopping behavior to shop online. The people who find
it easy to use, useful and enjoyable can accept online shopping. (Umair Cheema &
Muhammad Rizwan, 2013). They find ease and reliable to shop online when it comes to
time saving and discounted prices.
Moreover, there are different factors which influence customers when it comes to online
shopping like firm reputation, privacy, trust whereas the variety of choices, less price and
ease of selection are the other factors in customers while doing the online shopping. The
online shopping business is not something secret of sale products therefore it is essential
to analysis consumers behaviors towards products shopping. Many online buyers the ones
who buy online very first time did not seem impress when it comes to quality of the
product, some find it fine because of the discount that are provided on the product cost.
According to Rajyalakshmi Nittala, 2015, Consumers who prefer traditional in-home
shopping such as by online courier services tended to show high intentions toward online
shopping, whereas individuals with a preference for mall shopping tended to have low
online shopping intentions. The Benefits of traditional shopping is interaction with sales

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man, quality check and bargaining. The interaction with salesman is an imp factor
because he can tell you about the different aspects if the product. Quality check is another
important factor that lacks in online shopping. If you see the product before buying and
you found that it is not worth as compare to its cost you can switch to another store, most
of the online sites give discount to attract customers but when it comes to bargaining that
is really delightful factor for customers.

Literature Review:
Factors affecting Online Shopping Consumer Behaviors:
There are several factors directly or indirectly affecting the online shopping consumer
behavior each is explained below.
Trust and Online Risk:
Trust and Online Risk Trust, as expressed by Gommans et al. (2001) is another essential
thing is purchaser’s internet purchasing conduct, and in their e-reliability. Trust is
associated with security. Purchaser can't see item in individual while he is requesting it,
and can't investigate salesman's eyes while doing that, so it is essential for organizations
to fabricate trust among their buyers keeping in mind the end goal to stay away from
vulnerabilities. Steadfastness and brand trust when all is said in done can help with
overcoming and beating some Internet drawbacks. He additionally recognized that
purchaser's trepidation of online misrepresentation (Visa extortion, no conveyance of
item) is the one of the significant causes why they are not utilizing e-business, every now
and again. Anderson and Srinivasan (2003) anticipate that apparent danger is identified
with customers' apprehension of losing of a few exchanges which are done on the web. In
any case they likewise relate hazard as the possibility of losing something while
acquiring or expending the item or administration.
Perceived Value:
Perceived Value is basically the result of showcasing exercises and is the main segment
in relationship promoting. Research demonstrated that apparent quality is immediate and
particularly is connected with fulfillment. In this way, clients might insightfully
consolidate their view of what they get (advantage) and what they needed to yields for
them to get a distinct administration.
Privacy:
Privacy denotes the extent to which an online shopping web site is prove to be safe and
safeguards the shoppers’ information. The capacity of the new technologies’ has grown
in terms of information processing, added to its complexity, makes privacy considerably
a vital issue of concern.
Functionality:

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Functionality is to do with the degree to which a website offers adequate information
about the products/services being advertised (Law and Bai, 2008). Functionality of the
website as defined by Ujwala & Vinay (2014) is providing a timely, efficient and
effective delivery system for online information. A website is possibly the only way an
online store connects with its consumers.

2.2 Theoretical Framework

Perceived Value

Firm Reputation

Factors Influencing
online shopping
Privacy behaviors among
youth

Trust

Functionality

Hypothesis:
 There is direct relation between perceived value and online shopping behavior of the
customers, as the customer have positive perceived value and have good perception about
the online shopping their behavior will automatically be change & positive towards
online shopping.
 As firm has a good reputation it directly impacts the behavior of buyers. Companies and
firm who have well reputation in market attracts many customers towards them.
 In online shopping, privacy is the most important factors that change the behavior of the
buyer. As every customers need privacy to secure all information so high privacy leads to
high attraction of customers towards online shopping that shows a direct relation between
them.
 Trust is the key factor for all organizations on which an organization stands. If online
shopping creates the trust factor with its customers its directly changes the behavior of

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 buyers towards their product. The more the trust the higher the customer attraction
towards the online shopping.
 Functionality also impacts the behavior of customers towards online shopping. If online
shopping is timely efficient and has effective delivery. So it will have direct impact on
the online shopping trend among the youth.

3. Research Method:
Research design

Type of research:
This research is quantitative research because I have explained the Online Shopping
Trend in Youth. We have explained that how Different factors influence in the decision-
making process when it comes to buy the products. And how online buyers feel about the
online shopping. At the same time, we have explained the difference between online
shopping and traditional shopping.

Data collection method:

When comes to data collection there are two methods of data collection, primary and
secondary method. I have collected the data for our research from both primary and
secondary sources. I have collected Primary data through questionnaires. The approach i
have used in questionnaire is funnel approach. The secondary data is collected through
the internet from the various articles.

Approach of research:

The approach used in this research is deductive approach, because the type of this
research is quantitative research and in quantitative research deductive approach has to be
followed. Generalizing and applying data from the general to specific.

Time horizon:

The time horizon of this research is cross sectional. The data is collected just one to find
the answers of research questions. Data with respect to this particular research had not
been collected before, nor will it be collected again for this research. Data collection at
one point in time is sufficient for this research.

Type of investigation:

In this research the type of investigation is correlational investigation. When the

researcher is interested in explaining the important variables associated with the problem,

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the study is called a correlational investigation. In this research we have explained the
important variables and the relationship between them.

Study setting:
This research is done in non-contrived setting, which is generally known as natural
setting. Because the type of investigation is correlational so it is conducted in the natural
environment with minimum interference.
3.1 Population and Sample:

3.1.2 Sample Size:

We have collected 20 responses through questionnaires and collected data through that.
They were all youth and studying in universities.

3.1.2 Sampling Techniques:

In this research non-probability sampling is used because in non-probability sampling our

population size is unknown. In non-probability sampling the method used is convenient
sampling because the data was collected from every person who is easily accessible.

3.1.3 Sampling unit:

Our target population is Online Buyers in Youth. And we do not know the size of the
population and our population is large and infinite.

Instrumentation:
Instrument selection:

Both primary and secondary data is abstracted for the information about how online
Buyers and online shopping in youth is trending. We have collected this data by using the
research articles by literature provided online. Primary data is collected through the
questionnaire to get the answers of the research question.

Variables:

A total of five independent variables were taken for this research from the literature
review. The variable in this research is online shopping (trends) it is dependent variable.
Perceived value, firm reputation ,privacy, trust and functionality are Independent
variables. The relationships between in these all variables are mentioned in this research.

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References
Farah, G. A., Ahmad, M., Muqarrab, H., Turi, J. A., & Bashir, S. (2018). Online
Shopping Behavior Among University Students: Case Study of Must University.
Advances in Social Sciences Research Journal, 5(4) 228-242.

International Journal of Construction Project Management ISSN: 1944-1436 Volume 8,

Number 2 © 2016 Nova Science Publishers, Inc.
Hsin Chang, H., & Wen Chen, S. (2008). The impact of online store environment cues on
purchase intention: Trust and perceived risk as a mediator. Online information review,
32(6), 818-841.
Firm reputation According to Hsin & Wen (2008)
Functionality (Law and Bai, 2008).

https://www.researchgate.net/profile/Sajjad_Nazir4/publication/267248578_How_Online_
Shopping_Is_Affecting_Consumers_Buying_Behavior_in_Pakistan/links/5840602208ae2
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https://mail.google.com/mail/u/0/#inbox/FMfcgxvzMBrRlxqPzSzJnbpnqlgpVkDr?projec
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