Summer Training Project Report

SUMMER TRAINING PROJECT REPORT
Submitted in partial fulfillment of Master of Business Administration
Session- 2021-2022
A STUDY ON CUSTOMER SATISFACTION

TOWARDS ONLINE MOBILE SHOPPING
Submitted By Faculty Guide
Akshit Mishra Dr. Anurag Pandey
2008480700012 Assistant Professor
PSIT COLLEGE OF MANAGEMENT

Affiliated to Dr. APJAKTU
[1]
DECLARATION
I hereby declare that this submission is my own work. It contains no material previously
published or written by another person, nor has this material to a substantial extent been accepted
for the award of any other degree or diploma of the university or other institute of higher
learning.
[Akshit Mishra]
[2008480700012]
[2]
ACKNOWLEDGMENT
Research Project Report is the one of the important part of MBA program, which
has helped me to gain a lot of experience, which will be beneficial in my
succeeding career.
For this with an ineffable sense of gratitude, I take this opportunity to express my
deep sense of indebtedness and gratitude to Mr. Durgesh Agnihotri, Head of the
department (business administration) for his encouragement, support and
guidance in carrying out the project.
I am very much thankful to, my Project Guide Dr. Anurag Pandey, Assistant
Professor of PSIT for his interest, constructive criticism, persistent
encouragement and untiring Guidance throughout the development of the project.
It has been my great privilege to work under his inspiring guidance.
I am also thankful to my Parents and my friends for their indelible Co-operation
for achieving the Goal of this study.
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Table of Contents
Chapter 1- INTRODUCTION...............................................................................................................2
ONLINE SHOPPING............................................................................................................................2
STATEMENT OF THE PROBLEM.....................................................................................................4
Categories of e-commerce.....................................................................................................................6
Models of E-commerce.........................................................................................................................8
Online Shopping In India......................................................................................................................9
Factors influencing consumer to shop online.......................................................................................11
CHAPTER 2- INDUSTRY PROFILE.................................................................................................14
SWOT Analysis..............................................................................................................................14
Stages of Online Transaction:.......................................................................................................19
Chapter 3 objectives of study and literature review…………………………………………………..31

Literature Review……………………………………………………………………………………..32
Research Methodology………………………………………………………………………………..46
Objectives of research…………………………………………………………………………………50
Chapter4 Analysis and Interpretation…………………………………………………………………66
Summary of findings…………………………………………………………………………………113
Conclusion…………………………………………………………………………………………...114
Suggestion and Reccomendations……………………………………………………………………115
Limitations…………………………………………………………………………………………...116
Bibliography…………………………………………………………………………………………117
Annexure……………………………………………………………………………………………..118
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Chapter 1- INTRODUCTION
ONLINE SHOPPING
The consumer, in case of Online Shopping can buy the selected product rapidly by doing
some clicks from home or work saving time and energy in spite of the larger distance arising
from the endless and unlimited market offered by the internet. The offers on the internet can
be easily compared, therefore the consumer can buy the product with the most favorable
conditions (price, quality, other discounts) tailored to the individual’s needs. Besides the
advantages however, it is good to know that there may also be risks connecting to online
shopping, since the International Conference on "Research avenues in Social Science”
Organize by SNGC, Coimbatore C-1229 www.ijariie.com 266 conclusion of the contract is
done without personal interaction, and the consumer sitting in front of a computer/screen
tends not to think over or consider his/her intention of buying.
Consumer’s attitude towards Online Shopping refers to their psychological state in terms of
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making purchases over the Internet. Online buying behavior process refers to the products
purchased online. The process of online buying behavior consists of five steps and it is
similar to traditional shopping behavior. For instance, consumer recognize the need for
buying some product (book), they refers to the internet to buy online and start to search for
the information and look for all the alternatives and finally make a purchase which best fits to
their needs. Before making final purchase consumers are bombarded by several factors which
limits or influence consumers for the final decision.
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, 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. For example,
when a person shops at a brick-and-mortar store, he has to drive to the store, find a parking
place, and walk throughout the store until she locates the products she needs. After finding
the items she wants to purchase, she may often need to stand in long lines at the cash register.
Despite the convenience of online shopping, not everyone chooses to purchase items and
services online. Some people like the idea of physically going to a store and experiencing the
shopping process. They like to touch the merchandise, try on clothing, and be around other
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people. Online shopping doesn't permit shoppers to touch products or have any social
interaction. It also doesn't allow them to take the merchandise home the same day they buy it.
Online shopping allows browsing through endless possibilities, and even offers merchandise
that's unavailable in stores. If someone is searching for a niche product that may not be
distributed locally, they're sure to find what they're looking for on the internet. What's even
more useful is the ability to compare items, similar or not, online. He can search through
multiple stores at the same time, comparing material quality, sizes and pricing
simultaneously.
Shopping via the internet eliminates the need to sift 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.
Online shopping transactions occur instantly-saving the time to get your other errands done!
Additionally, unlike a store, online shopping has friendly customer service representatives
available 24 hours a day, 7 days a week to assist you with locating, purchasing and shipping
your merchandise.
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STATEMENT OF THE PROBLEM
An increasing number and variety of firms and organizations are exploiting and creating
business opportunities on the Internet statistics indicate the repaid growth in the field of
virtual shopping. With this emerging field of shopping the interest of marketers is also
increasing in studying what actually motivates consumers to shop online. Fierce competitions
among online sellers have forced them to gain the competitive edge in the field of virtual
shopping. As Online Shopping is a new medium so the consumer behavior in the field of
Online Shopping In order to gain competitive edge in the market, marketers need to know the
consumer behavior in the field of online shopping. So it is important to analyze and identify
the factors which influence consumers to shop online in order to capture the demands of
consumers. Other than the factors which influence consumers to shop online, online
shopper’s demography in terms of Age, gender, income and education is equally important to
define their strategies accordingly.
Internet and Information technology have made tremendous contributions for business
transformation witnessed now a days all over the world. This has given birth to E commerce
which encompasses several pre purchase and post purchase activities leading to exchange of
products or service or information over electronic systems such as the internet and the other
Telecommunication networks.
Analyzing the competitive advantage of E-Commerce it is observed that E-Commerce
enables simpler, faster and efficient business transactions. For developing country like India,
E-Commerce offer considerable opportunity for growth.
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E-commerce leads to a boon for the current economic downturn. As India’s-commerce
market is worth about Rest 50,000 crores in 2012. About 80% of this is travel related (airline
tickets, railway tickets, hotel bookings, online mobile recharge etc.).
Online retailing comprises about 15%.India has close to 10 million online shoppers and is
growing at an estimated40-45%perannum.
The rapid growth of e-commerce in India is being driven by greater customer choice and
improved convenience.
The company has proposed a plan to launch an online grocery store in the Indian market for
which the project was undertaken was to determine whether on line grocery shopping will be
beneficial to the user with respect to questionnaire which will be analyzed in three parts.
The project will first study the attitude of customers towards online shopping, also
determining the factors which influence the consumer to purchase goods and service.
The second half of the project will depict the attributes of Online Shopping influencing the
purchase decision by the respondent. It will also determine the issues regarding the 10 online
shopping.
The third part of the project determines the purchase decision with respect to grocery. It will
determine the place preference of grocery shopping with respect to price, quality, variety,
proximity and offers/ discounts.
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Categories of e-commerce
As with traditional commerce, there are four principal categories of e-commerce: B2B,
B2C, C2B and C2C.
1. B2B (Business to Business) — this involves companies doing business with each
other. One example is manufacturers selling to distributors and wholesalers selling
to retailers.
2. B2C (Business to Consumer) — B2C consists of businesses selling to the general
public through shopping cart software, without needing any human interaction.
This is what most people think of when they hear "e-commerce." An example of
this would be Amazon.
3. C2B (Consumer to Business) — In C2B e-commerce, consumers post a project
with a set budget online, and companies bid on the project. The consumer reviews
the bids and selects the company. Enlace is an example of this.
4. C2C (Consumer to Consumer) — this takes place within online classified ads,
forums or marketplaces where individuals can buy and sell their goods. Examples
of this include Craigslist, eBay and Betsy.
Internet is changing the way consumers shop and buy goods and services, and has rapidly
evolved into a global phenomenon. Many companies have started using the Internet with the
aim of cutting marketing costs, thereby reducing the price of their products and services in
order to stay ahead in highly competitive markets.
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Companies also use the Internet to convey communicates and disseminate information, to sell
the product, to take feedback and also to conduct satisfaction surveys with customers.
Customers use the Internet not only to buy the product online, but also to compare prices,
product features and after sale service facilities the will receive if they purchase the product
from a particular store. Many experts are optimistic about the prospect of online business.
In addition to the tremendous potential of the E-commerce market, the Internet provides a
unique opportunity for companies to more efficiently reach existing and potential customers.
Although most of the revenue of online transactions comes from business-to-business
commerce, the practitioners of business-to-consumer commerce should not lose
confidence .It has been more than a decade since business-to-consumer E-commerce first
evolved.
Scholars and practitioners of electronic commerce constantly strive to gain an improved
insight into consumer behavior in cyberspace.
Along with the development of E-retailing, researchers continue to explain E-consumers
behavior from different perspectives. Many of their studies have posited new emergent
factors or assumptions which are based on the traditional models of consumer behavior, and
then examine their validity in the Internet context.
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Models of E-commerce
Mobile Commerce in India
Mobile is growing in India with more than 800 million subscribers across the country. The
advancement in terms of adoption of smart phones with 4G enabled services is happening at a
rapid pace. This of course has opened up the gates to mobile advertising, mobile application
development and mobile commerce in India. According to Buzz City’s latest
Report, India is top performing mobile advertising region in the whole of Asia. The growth in
mobile advertising globally is tremendous with ads served on a year-on-year growth of 139%.
With respect to some number crunching, more than 126 billion ads were served in 2011,
compared with 52 billion in 2010.
In India, Mobile Commerce is still in the development phase as the use of mobile phones for
carry in gout transactions is very limited. However, the development is taking place atanice
speed and in the coming years, Mobile Commerce is most likely to make its presence feel as
companies and businesses have started understanding the benefits of Mobile Commerce.
Some of the companies have even incorporated this technology. Airtel, ICICI, Reliance are
some of the companies/businesses that are using this technology as their users are allowed to
make limited purchases from their phones. For now, the users are mainly allowed to pay
phone bills, utility bills, book movie tickets, book travel tickets with their cell phones.
However, more services will be introduced in coming years. Security is one of the main
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concerns of Mobile Commerce as it’s very important to offer secure transactions and this is
the reason why Mobile Commerce is still in the development phase in India.
For now, users are mainly allowed to do Mobile Banking i.e. to access the bank account with
a cell phone in order to pay the utility bills. With the current rate of development, users will
be soon allowed to purchase products, advertise, to take part in auctions and pay bills with the
help of a cell phone, while they are on the move.
Online Shopping In India
The Indian economy is slated to grow by upward of 6 % annually in the next few years which
is among the highest rates of any big emerging economy. And quite a lot of this growth
would been the back of domestic consumption of goods and services.
E-commerce is emerging as a great level given that organized retail is still not ubiquitous
across the length and breadth of the country with large retail chains making up less than 10%
of the market.
E-commerce is helping people in smaller towns in India access quality products and services
similar to what people in the larger cities have access to. Its being forecast that close to 60%
of online shoppers would come from beyond the top eight large cities by end of this year.
Increasing internet penetration has helped to expand the potential customer pool. Internet
penetration is onlyabout10%(or about 121 million users) asagainstabout81%in the US and
36%in China. However this number continues to rise at a consistent pace because of falling
prices for broadband connections.
Indians are also increasingly taking to mobile devices for not only search but shopping as
well. The number of smart phone users is rapidly increasing in India and with 4G services
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about to take off it’s expected to get even more people going online. There are currently
about 900 million mobile subscribers and this number is expected to touch1.2 billion by
2015. Of these about 27million are estimated to be active mobile internet users. More
importantly, 20%users indicated intent to buy products through their mobile phones as
against the current 4% and this number is expected to only increase in the next two to three
Years.
Innovation is helping-commerce companies break the inertia for Online Shopping by offering
benefits to customers not traditionally available in a brick and mortar store. Business models
include no question asked return policies ranging from 7 days to 30 days, free product
deliveries and the industry dynamics changing “cash on delivery” model. The last innovation
has really help unlock the potential as people can now order products and pay when they get
physical delivery of the product.
This has been tremendous success because Indians are still reluctant to give their credit/debit
card details online and want to have the psychological comfort that they would actually get
the product once payment has been made. These innovations have led to further innovations
downstream as ancillary businesses are developing to support the so initiatives. Some
companies have begun to develop support mechanisms for the entire cash on delivery model
and are trying to reach the farflung corners of India, including in the interiors where
traditional logistics companies are still not completely present. The logistics companies are
also shoring up their act and have started to build specific verticals and expertise to address
the requirements of e-commerce companies.
Divan Gupta is the Founder and CEO of Kashia Services Pvt. Ltd, a company with interests
in the internet, telecom, healthcare, education and advanced technology businesses has stated
that, acceptance of Online Shopping as a secure shopping mode is has also helped to increase
–commerce up take. Currently only about 10million people do online transactions out of an
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approximate population of 200 million credit and debit card holders. However the latest
industry report by First Data Corporation and ICICI Merchant Services indicate that there are
about 150 million users that are ‘ready’ fore-commerce.
More importantly the report indicates that urban Indian consumers are now confident enough
to make online purchases of up to US$500 as againstUS$40-100 in the recent past. So not
only are the numbers of online shoppers projected to increase but there has been a real
increase in the total value being spent online.
Factors influencing consumer to shop online
Though there are several factors that influence consumers to shop online, but there are mainly
four factors which influence consumer to shop online after reading literature in the field on
consumer attitudes towards online shopping and these factors are discussed below in brief.
Convenience
Convenience factor refers that it is easy to browse or search the information through online is
easier than the traditional retail shopping. Through online, consumers can easily search
product catalogue but if the consumer look generally for the same product or item in a
traditional store manually it is difficult to visit physically and time consuming also.
Convenience has always been a prime factor for consumers to shop online. According to the
Robinson, Riley, Rettie and Wilsonz (2007) the major motivation for online purchasing is
convince in terms of shop at any time and having bundles of items delivered at door step.
Rohm and Swaminathan’s (2004) claims in “typology of online shoppers into”: Convenience
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shoppers, balanced buyers, variety seekers and store-oriented shoppers, based upon their
present shopping motivation. Through online purchase consumers can easily compare the
price than the traditional purchase. So price comparison is also another convenience factor of
online shopping.
Time saving
Time savings is one of most influencing factors of online shopping. Browse or search an
online catalogue can save time and patience. People can save time and can reduce effort by
shopping online. One possible explanation that online shopping saves time during the
purchasing of goods and it can eliminate the traveling time required to go to the traditional
store. On the other side, some respondent think that it is also time taken for delivery of goods
or services over online shopping.
Unexpectedly time saving is not the motivating factor for the consumers to shop online
(Corbett, 2001) because it takes time receiving goods or delivery. But time saving factor can
be seen through different dimensions i.e. “person living in Florida can shop at Harod’s in
London (through the web) in less time than it takes to visit the local Burdines department
store”. So the importance of the time saving factor cannot be neglected as motivation behind
online purchasing. Additionally Goldsmith and Bridges (2000) emphasize that there is a
discrimination between online shopper and non-online shoppers, online shoppers are more
worried about convenience, time saving and selection whereas non online shoppers are
worried about security, privacy and on time delivery.
Website design/features
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Website design and online shopping activity is one of the vital influencing factors of online
shopping. Website design, website reliability/fulfilment, website customer service and
website security/privacy are the most attractive features which influence the perception of the
consumer of online buying Shergill & Chen (2005). Kamariah and Salwani (2005) claims the
higher website quality, the higher consumer intends to shop from internet. Web design
quality has important impacts on consumer choice of electronic stores, stated by Liang and
Lai (2000). Website design one of the important factor motivating consumers for online
shopping.
Website design features can be considered as a motivational factor that can create positive or
negative feelings with a website. If website is designed with quality features it can guide the
customers for successful transactions and attract the customers to revisit the website again.
However, worse quality website features can also hamper online shopping. According to
Liang and Lai (2000), web design quality or website features has direct impact on user to
shop online.
Security
Security is another dominant factor which affects consumers to shop online. However many
internet users avoid online shopping because of credit card fraud, privacy factors, non-
delivery risk, post purchase service and so on. But transaction security on the online shopping
has received attention. Safe and secured transaction of money and credit card information
increases trust and decreases transaction risk. In 1995, UK has introduced Fraud free
electronic shopping and later on Europe and Singapore introduced secured electronic
transaction (SET). According to Bhatnagar and Ghose (2004) Security is one of the attribute
which limits buying on the web as they claim that there is a large segment of internet
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shoppers who don’t like to buy online because of their thinking about the security of their
sensitive information.
CHAPTER 2- INDUSTRY PROFILE
SWOT Analysis
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Strengths
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A company’s ability to compete in its chosen industry highlights the level of success that it
can achieve. Ocado is a clear example of how an organisation can create its own niche by
specialising in a fraction of the actual industry therefore working against the usual business
model of supermarkets. Although existing companies might already have an advantage with
infrastructure a company’s strength will become evident if it is able to implement the e-
commerce principle to expand its customer base whether it be on a local or global scale
without expending too much time or capital that leads to its downfall.
For an existing company, having a standard brick and mortar supermarket although deemed
as an initial advantage, would not necessarily be the same for a new entrant. Having low
overhead and start up costs for an e-shopping retail business would be more beneficial. These
benefits though can extend to the consumer. Having an online business in this period is more
of a necessity and consequently would allow a company better levels of communication
which is achieved at every stage of the purchase especially through the use of e-mail.
Weaknesses
A customer in this market has no way of identifying the size of the company via the internet
and consequently cannot identify the capabilities of the chosen company. Consequently a
customer demands the same level of service from a new small online business as it would
from a retail giant. A new company also has the task of identifying and understanding
consumer behaviour, customer values and expectations therefore a new entrant is left with the
task of designing and structuring a website that assists the consumer in locating the exact
product that is desired as well as allows it to assert its position in a generally oligopolistic
industry. The new retailer also has to deal with the uncertainty that plays in the mind of a
consumer which could have been influenced or dealt with if in store.
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The uncertainty extends to the fluctuation in economic temperament which causes people to
try and avoid what they deem as unnecessary costs such as the delivery charge.
Opportunities
The ability for a company to have a 24/7 business allows it to be accessible round the clock
on every day of the week which means that customers are able to make orders at anytime
with orders processed and filled during trading hours. Another potential opportunity is the
addition of the e-commerce factor to the brick and mortar supermarket which creates the
increased prospect of the expansion of trading on a global scale.
The Food retailing industry has seen various supermarkets seeking out cost savings in their
operations through the improved advantage of information technologies. In addition Mergers,
acquisitions and alliances which have included takeovers are important which again could
allow for mass exposure. As of 2008 online shopping had overtaken internet sales of other
items (Daily Mail 2008) with ‘New research from IGD, the food industry’s trade body,
forecasting that UK consumers will spend £7.2bn on food and grocery shopping online by
2014 – nearly double the figure for2009’. (Telegraph 2009)
Threats
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Evidently competition is rife in the grocery market with only a few major retail giants
fighting for the top position. All parties involved closely monitor the activities of others. ‘In
the UKand Europe, the leading suppliers are the major food retail groups, whose profile and
brands are already familiar to shoppers.
As far as the major supermarket groups are concerned, online and internet shopping enables
them to not just gain easy access to their customers but allow for another way to get to the
customer, offering a wide range of items (both food and non-food) that shoppers might not
have time to peruse in store. (www.companiesandmarkets.com)
Consumers continue to have concerns about online services in relation to fraudulent use of
their financial data. This in turn means that companies lose out on a substantial segment of
the population. This fear also extends to privacy issues or identity fraud with consumers being
sceptical about giving personal information via the internet.
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Online transactions occur when a process of buying and selling takes place through the
internet. Transactions between the buyer and seller that are carried out and completed with
the help of internet are called online business transactions.
Stages of Online Transaction:

There are three stages involved to ensure successful completion of online transaction. The
task of an online transaction starts from the initial contact phase and often ends after the
goods/ services are delivered.
Pre purchase/Sale:
This is a stage of product demonstration where the products/services are displayed over
the internet and information about the same is given for the perusal of the potential
customers. Products are advertized on the internet in this stage.
Purchase/Sale:
At this stage, the buyer selects the products/services, finalizes with the seller the price of
the product and makes the payment.
Delivery Stage:
This is the final stage where the goods bought are delivered to the consumer.
Steps involved in Online Transaction:
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The steps involved in online transaction are as follows:
Registration:
Registration is required for making online transactions. A buyer who is trying to make an
online purchase has to first register himself with the website or the online vendor by filling up
a registration form. The registration form has basic details like name, e‐mail ID, password,
etc. For security reasons, the buyer’s ‘Account’ and his ‘Shopping Cart’ are password
protected.
Placing an Order:
The online buyer browses through the online store and selects the goods displayed in the
website. The buyer then puts the selected goods in his ‘shopping cart’. The shopping cart
gives a record of all the items selected by the buyer to be purchased, the number of units or
quantity desired to be bought per item selected and the price for each item. The buyer then
proceeds to the payment option after selecting all the products.
Payment:
The buyer is then required to make the payment to authenticate the purchase. He can do so
with the help of various payment mechanisms viz. Cash on Delivery, Cheque, Net Banking
Transfer, Credit or Debit cards, Digital Cash.
Cash on Delivery:
In this mode of payment, the buyer makes cash payment when the goods are physically
delivered to him.
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Cheque:
In this mode of payment, the buyer sends the cheque.
Net Banking Transfer:
Here, the payment is transferred from the buyer’s account to the seller’s account
electronically i.e. through the internet. After the payment is received by the seller, the seller
dispatches the goods to the buyer.
Credit or Debit Cards:
Here the payment is made through the buyer’s credit/debit card. The buyer has to share the
details of his credit / debit card on the payment gateway to make the payment, after the
payment is received by the seller, the seller dispatches the goods to the buyer. Credit / Debit
cards are also known as ‘plastic money’.
Digital Cash:
Digital Cash is a form of electronic currency that exists only in cyberspace and has no real
physical properties. Here the money in buyer’s bank account is converted into a code that is
saved on a microchip, a smart card or on the hard drive of his computer. When he makes a
purchase, he needs to mention that particular code to the website and thereafter the
transaction is duly processed. It is accepted by all leading e‐commerce websites. The digital
cash numbers are unique and it is highly secure and anonymous.
For e.g.: The railway smart card is used to buy tickets. It provides a faster way of buying
railway tickets without standing in long queues.
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Online shopping has been growing very fast in India, only in 2012 online shopping e-
commerce site number has crossed 600 from 100. Online shopping offers fast, easy, money
saving and interesting shopping experience, it has many advantages like 24 hours shopping,
Shopping with coupon to get discount, shopping from Home, rich product availability and
specifications etc. Also now many sites like Amazon, Flipkart, Shopclues, Ajio, PayTm Mall
offers some great deals every day or week which you can't resist like Jaw Dropping Deal,
Lightning Deals, PayTm karo, Amazon Lightning Deals, Flipkart offers, Amazon Happy
Hours etc.
Online shopping has its drawbacks too, we cannot touch and feel the item, delay in shipping,
shipping charges make product expensive specially in low cost items and if you don't have
special membership which wave off shipping charges, risk of loosing your money, Stolen
your card and personal data details etc. Ebay and Amazon are the market leaders in online
shopping in the world but in India after closing operation by Ebay only Amazon and Flipkart
has left mostly. However local Shopping deal site are also popular in India. Here is a list of
popular websites offering Online shopping in India.
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Amazon
World leader in e-commerce market recently started operation in India, Now Indians not only
can buy physical products at cheaper price from Amzon.in but now can also pay Electricity
bill, Recharge Mobile, Book Flight & Train tickets, Send Money, Buy insurance and more.
Now in 2021 Amazon is the first name when we think about online shopping. Now Question
comes to mind that what makes Amazon special is that it is the number one shopping
website? in response to this, we are telling some points.
(a) Amazon is the global leader from decades and knows all the technique that the consumer
likes in online shopping i.e. how much discount is to be given in products and how to entice
customers, no one knows better than Amazon.
(b) Amazon's app and website are both user friendly, fast, easy to access and find
products compared to other competitors.
(c) Amazon sends more than 20 million products to its site, which is much more than any
nearby computer. Everything you need is found on Amazon, whether it is a book or a Parts,
any kind of goods.
(d) Amazon's has best customer care service which resolves any problem quickly.
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(e) Most of the products are made by Amazon Fulfilled or Prime Sellers, in which you are
very likely to get verified items, that is, you do not get any damaged product. if there is any
problem of any kind then it Gives you full refund or replace in few clicks.
(f) Amazon offers free shipping all Amazon full filled or prime seller products if you are a
prime member. With Prime Membership you can order any price product without shipping,
even if its price is only ₹ 5, you have to pay 999 rupees for a year for Prime Membership but
at the same time you get some more facility. Like Free Prime Video Subscription, Prime
Offers, which gives you products at a lower price than other members, Prime Cash Back in
which you get extra cashback and so many more features.
 Daily Unique Visitors: 4,785,792
 Daily Pageviews: 52,165,130
 Alexa India Rank: 3
 Alexa Global Rank: 42
 App Downloads on Google Play: 100,000,000+
[26]
Flipkart
Founded in 2004 with only Rs. 400000 now in 2014 tuned over 60,000 Crore company. You
can not only buy books online through Flipkart, but also mobile phones & mobile
accessories, laptops, computer accessories, cameras, movies, music, televisions, refrigerators,
air-conditioners, washing-machines, Clothings, Footwears, Accessories, MP3 players and
products from a host of other categories. After takeover of letsbuy.com, Myntra.com,
Jabong.com now flipkart is largest player of e-commerce of India.
 Flipkart Deals & Offers
 Daily Unique Visitors: 2,262,847
 Daily Pageviews: 20,139,335
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Tata Cliq
TataCLiQ.com owned by Tata Group since 2016 sell exclusive and authentic collections of
1200+ brands (both Indian and international) across categories including fashion, electronics
and footwear.
 Tatacliq Deals & Offers
 Daily Unique Visitors: 12,500
 Daily Pageviews: 47,500
[28]
Snapdeal
SnapDeal offers everything from local daily deals on restaurants, spas, travel to online
products deals. They offer you best price with free shipping.
 Snapdeal Deals & Offers
[29]
PaytmMall.com
Started with Mobile Recharge and Bill Payment website now Paytm selling everything from
Home Decor, Clothing, Laptops to Mobile at killer price. In very short time period Paytm has
grown very fastly and able to place under our Top 10 Indian Shopping Website list.
 Paytm Deals & Offers
 App Downloads on Google Play: 10,000,000
[30]
Online mobile stores
FLIPKART MOBILE STORE
AMAZON MOBILE STORE
[31]
SNAPDEAL MOBILE STORE
EBAY MOBILE STORE
[32]
PAYTM MALL MOBILE STORE
CHAPTER 3- Objective of the study and literature review
OBJECTIVE OF THE STUDY
[33]
 To find out the satisfaction level of the customer for online mobile purchase
 To determine what are the most preferred website to be purchased online mobile
 To determine the customer satisfaction level towards quality of online mobile
shopping.
 To determine the refund policies are trustable or not.
 To determine the customer satisfaction towards replacement Policies.
LITERATURE REVIEW
Review of research report is done to what research works have already been done on this and
related topics or fields, the methodology adopted by them, the findings and conclusions, the listed
[34]
scope for further research and so on. Below an attempt is made to review the available literature
related to the topic of this research.
According to Monsuwe, Delleart and Ruyter (2005) there are five external factors to
understand consumer's intention to purchase in the internet which is the consumer personality,
situational factors, product characteristics, previous Online Shopping experiences and the trust in
online shopping. Consumer's trait includes their demographic factors such as age, income, gender
and educational level will lead them to have the intention to shop online .Situational factors will
also lead a consumer to have the intention to shop in the internet such as time pressure, lack of
mobility, geographical distance, need for special items and attractiveness of alternatives .
Ekeldo and Sivakumar( 2007) This research has two major purposes: developing and
testing a resource‐based framework for entry mode choice and ascertaining the extent to which
the determinants of foreign market entry mode choice in the manufacturing sector apply to
foreign market entry mode choice in the non ‐separable service sector The managerial and
research implications of the findings are delineated and directions for future research are offered.
Kim, Lee, and Kim. (2008). In their study on “Factors Affecting Online Search Intension
and Online Purchase Intention” focused on various factors affecting online search intention,
which has been found to be a key predictor of online purchase intention. They concluded that the
utilitarian value of internet information search, hedonic value of internet information search,
perceived benefits of internet shopping, and internet purchase predicted online search intention
quite well. The findings also showed that online search intention positively affect online purchase
intention. The greater the benefits of Internet shopping as perceived by the consumers, the greater
is the intention to use the internet for information search.
Vijayasarathy (2011) examining the relationship between shopping orientation, product

types, and consumer intentions to use the internet for shopping. Irrespective of the product type,
the consumers with home and economic International Conference on "Research avenues in Social
Science” shopping orientations could be expected to use Online Shopping more than those with
[35]
local orientations. Moreover, consumer would be more inclined to use the internet to shop for
intangible than tangible products. He also concluded that age, gender, and income have an
influence on Online Shopping orientations, specifically; younger males with higher household
income would be more likely to engage in Internet shopping.
Sita Mishra (2013) Study examines “Consumers Attitude towards Online Shopping for
clothing” examines the demographic characteristics of online consumers and their attitude
towards Online Shopping behavior for clothing. This study is based on a sample of 200 internet
users in NCR Delhi. The findings show that consumers have positive attitude towards Online
Shopping but low attitude towards online purchase of clothes. The analysis shows that city and
sex do not affect consumers’ attitude but age and income indicates a significant association. The
issue of trust enjoys ability and trial policy seems to be major concerns for the consumers but
convenience and technological advancement play a major role in online shopping.
• Bhatnagar et al. (2014) Suggest that shopping online is perceived to be quite risky.
Perceived risk includes fear of technology use and information overload, feeling of uncertainty
and confusion, feeling of insecurity when engaging in online transactions (e.g. credit card fraud).
Because technology for secure transactions (e.g. online payment) is not yet mature, security and
privacy are major issues that should be addressed satisfactorily in this medium.
• Song and Zahedi(2015) classify website quality elements into five categories according
to their purpose: for promotion, service, informational influence, self-efficacy, and resources
facilitation. These investigators find that each of the five significantly and positively reinforces
the consumers. Perceptions in these factors, which in turn positively influence consumer
Online Shopping attitudes and behaviour.
• Decision support systems (DSS), for instance, utilize the users’ request for specific
product attributes, which can also include the search for background information, in order
to support their decision-making process. For example, DSS can be used to compare
product attributes such as features ( Jeong et al., 2009; Van der Heijden and Sorensen,
[36]
2005; Van der Heijden, 2006), price and cost level (Broeckelmann and Groeppel-Klein,
2008; Kalnikaitè et al., 2013). Consumers use DSS to check and compare reviews posted
by consumers themselves (Kalnikaitè et al., 2013; Kowatsch et al., 2011), and to extract
reputations of a product from weblogs (Kawamura et al., 2008). But also web sites with
professionally created information by retailers can be accessed via DSS, for instance, for
reading reviews and obtaining additional background information of products (Jeong et al.,
2009). To search for and to obtain the desired information, consumers can select from
different possibilities. They might either retrieve data by scanning product barcodes or
QR-codes with the mobile phone camera (Kawamura et al., 2008; Van der Heijden and
Sorensen, 2005; Van der Heijden, 2006) by using special m-shopping applications
(Kalnikaitè et al., 2013) or by using an RFID-reader from the retailer (Jeong et al., 2009;
Kowatsch et al., 2011). However, consumer willingness to use mobile DSS during
shopping depends upon their product involvement. For example, when making habitual
purchases while shopping for groceries (e.g. meat and vegetables), the likelihood of using
DSS is relatively low. This is why the product involvement is low and consumers tend to
apply “fast and frugal” decision making, which is usually based on attributes such as price
and health (Kalnikaitè et al., 2013). By contrast, the likelihood that consumers use DSS is
higher with purchases that usually include a higher consumer-involvement and are seldom
made due to the high price of the products (Kalnikaitè et al., 2013; Kowatsch et al., 2011).
Even though consumers expect to obtain such information free of charge, Kowatsch et al.
(2011) discovered that customers are willing to pay a fee of up to 5 per cent of the product
price for user-created reviews on complex products (e.g. for high-involvement items such
as digital cameras). • The field of mobile recommender systems (MRS or recommendation
agent systems) is another kind of m-shopping assistant system which aims to provide
consumers with meaningful recommendations that might be of interest (Walter et al.,
[37]
2012). The wide-ranging data outcomes can be summarized as a recommendation list of
products, services, offers, vendor-web sites as well as a list of goods which are currently
available for the consumer’s consideration. The generated recommendation list uses
algorithms that can either consider consumer data such as current position, shopping list,
historical shopping, and browsing behaviour 228 IJRDM 43,3 (e.g. use keywords for
product search or web site views) or refer to the consumer preferences on promotion
offers, advertisements, and product attributes (e.g. similarity, proximity, price, and
reputation) (Brown and Sankaranarayanan, 2011; Fang et al., 2012; Guan et al., 2008;
Kim et al., 2004; Kowatsch and Maas, 2010; Kurkovsky and Harihar, 2006; Kwon, 2006;
Randell and Muller, 2000; Moukas et al., 2000; Olugbara et al., 2010; Yang et al., 2008;
Zuva et al., 2012). Liou and Liu (2012) and Liu and Liou (2011) go one step further.
Their recommendations combine user data from mobile devices, like browsing behaviour,
with the consumption behaviour of frequent users of existing channels, such as television,
catalogues and the internet. However, this approach could be useful in the early stages of
the mshopping development if the retailer has no information about the consumer’s
shopping behaviour and product preferences. • Navigation systems help users to reach any
desired destination faster, and can be located either inside or outside of a brick-and-mortar
shop. In this context, various systems are tested. For instance, speech-based mobile guide
services are tested in different everyday situations like travelling and shopping (Howell et
al., 2005) or a RFID-based and Wi-Fi based positioning systems are tested in the
supermarket environment (Hou and Chen, 2011; Liu et al., 2012; Yi and Li, 2010).
According to Hou and Chen (2011), mobile navigation systems can greatly reduce
shopping route distance by up to one-third, and, what is more, at the same time the
shopping time will also be reduced significantly. Consequently, mobile navigation systems
can improve shopping efficiency. • Mobile tracking systems are used to record consumers’
[38]
shopping movements and time, which gives retailers new insights into consumer
behaviour. While Skogster et al. (2008) found out that consumers’ shopping routes vary
depending on the time of day, You et al. (2011) compared shopping time with the time for
non-shopping activities (e.g. commuting between office and home or household activities
at home) and discovered that the amount of time customers spent on shopping activities is
spent in much the same way as time spent on non-shopping activities. This information
might be useful to optimize the pathway in the points of sale by boosting the customer’s
decision to purchase on impulse. Without a doubt, m-shopping assistant systems will
certainly be useful for both consumers and retailers and will definitely provide many more
features than those mentioned above. According to Pantano and Naccarato (2010) and
Roussos et al. (2003), m-shopping assistant systems will help consumers to monitor the
total cost of their shopping cart while shopping, and provide smart checkout solutions in
order to bypass queues and reduce the waiting time. Nevertheless, m-shopping assistant
systems also have some serious drawbacks which limit the use of such systems to brick-
and-mortar shop environments. Outside a building, mobile devices have nearly unlimited
access to mobile internet and a good GPS signal strength. However, inside the building
they require both permanent internet access and a GPS signal. This connection is often
lost, thereby disrupting the service. This limitation is a crucial barrier to acceptance and
continual use of m-shopping services (Fang et al., 2012). Hence, future research should
investigate the impact of permanent Wi-Fi access in brick-and-mortar shops on the use of
such services. In all studies on m-shopping assistant systems, it has been frequently
confirmed that ease of use and usefulness are the critical factors of consumer acceptance
229 Mobile shopping and satisfaction (Fang et al., 2012; Kowatsch and Maass, 2010;
Kurkovsky and Harihar, 2006; Olugbara et al., 2010; Roussos et al., 2003). According to
Karaatli et al. (2010), the likelihood of using m-shopping assistant systems is higher for
[39]
consumers who believe that the use of technological support will improve their shopping
experience than it is for those who do not share this attitude. Moreover, consumers who
perceived the usefulness of such systems for in-store shopping tended to purchase after
using it (Kowatsch and Maass, 2010). 4.2.2 Marketing viewpoint. The role of marketing
has an outstanding influence on shopping behaviour across all channels. In particular,
mobile marketing (m-marketing) has received constantly increasing attention in academic
research in the last decade (Lamarre et al., 2012; Varnali and Toker, 2010). In this sub-
category, however, the classified articles shed light on the role of m-marketing activities
for the in-store shopping contexts from different viewpoints. The articles refer to topics
about consumers’ attitudes (Barutçu, 2007, 2008; Khare and Rakesh, 2012; Megdadi and
Nusair, 2011; Persaud and Azhar, 2012) and permission (Jayawardhena et al., 2009)
towards m-marketing themes, or they provide an overview of m-marketing in the retailing
environment (Shankar et al., 2011). Moreover, various m-marketing applications and tools,
such as mobile advertising (Chen and Hsieh, 2012; Hosbond and Skov, 2007; De Reyck
and Degraeve, 2003), mobile couponing (Cameron et al., 2012; Jayasingh and Eze, 2012),
mobile payment (Daskapan et al., 2010; Smith and Sankaranarayanan, 2012) and topics
around multi-channel retailing (Barlow et al., 2004; Broeckelmann, 2010; Lin, 2012) are
already subjects of study. Thus, the relevant topics can be broadly clustered around two
areas of interest: (1) Permission-based m-marketing: considering legal regulations,
consumers first have to give their explicit permission (opt-in) before retailers even start to
communicate or do business with them using m-services. For this reason, some studies are
focused on this topic (Hosbond and Skov, 2007; Jayawardhena et al., 2009; De Reyck and
Degraeve, 2003). According to Jayawardhena et al. (2009), the consumers’ willingness to
participate in permission-based m-marketing is generally determined by four pre-existent
factors: personal trust, institutional trust, perceived control and m-marketing experience,
[40]
whereby institutional trust is by far the most important factor. Nevertheless, one should
avoid overloading consumers with information even when they have given their
permission. Otherwise, consumers would perceive the information as a kind of mobile
spamming (Srivastava, 2006) even though the consumers’ level of disturbance by
personalized and contextual advertising is usually higher in comparison to non-
personalized and non-contextual advertising in shopping environments (Hosbond and
Skov, 2007). (2) Attitudes and reactions towards m-marketing: it has been argued that the
consumers’ attitude towards m-marketing activities such as mobile advertising, mobile
discount coupons or location-based services are more favourable than towards m-shopping
in terms of an online distribution channel (Barutçu, 2007, 2008; Megdadi and Nusair,
2011). This is why consumers perceive m-shopping as being less useful than traditional
shopping, and they have misgivings concerning security. Furthermore, the acceptance of
m-marketing has been assumed to be a prerequisite for m-shopping acceptance (Chen and
Hsieh, 2012; Jayawardhena et al., 2009; Megdadi and Nusair, 2011; Shankar et al., 2011).
However, the majority of studies have explored the 230 IJRDM 43,3 consumers’ reaction
towards m-marketing services. The results of the study show that users perceive push and
pull m-marketing activities as helpful and value-adding in the context of navigation and
shopping if they are personalized (fit the users’ preference and interests best), location-
based, time-aware and consider the users’ current activity. In addition, the level of
acceptance is distinguished by demographic characteristics (age, income, education
background, occupation, and employment) and by the kind of m-marketing activity
(Barutçu, 2007, 2008; Broeckelmann, 2010; Chen and Hsieh, 2012; Hosbond and Skov,
2007; Jayasingh and Eze, 2012; Jayawardhena et al., 2009; Khare and Rakesh, 2012;
Kurkovsky and Harihar, 2006; Megdadi and Nusair, 2011; De Reyck and Degraeve, 2003;
Persaud and Azhar, 2012). De Reyck and Degraeve (2003) discovered an additional value
[41]
for customers if they only receive push-based SMS advertising on their mobile phones
while inside a shopping centre. These advertisements have increased economic traffic flow
to the promoted shop due to consumers being decoyed by monetary rewards such as
discounts and free gifts. Inside a brick-and-mortar shop, Hosbond and Skov (2007)
investigated consumer reaction toward pull and push micro mobility marketing activities
while shopping. Pushing trolleys with an integrated touch-screen through the aisle of a
merchandise group, consumers were provided with advertising information that fitted
exactly with the products in the aisle where the consumers were. As a result, consumers
perceived location-based advertising as value-added services and were more willing to
give their permission towards micro mobility marketing activities. Persaud and Azhar
(2012) discovered that the consumers’ shopping style, brand trust and values are key
factors for accepting innovative m-marketing services on their smartphones. Whilst m-
marketing themes offer many interesting insights regarding the antecedents of m-shopping
acceptance, two facts are apparent. First, the continuous dissemination of advanced mobile
devices will encourage the breakthrough of several m-marketing services (mobile
couponing, discounts, and rebates) and customer relationship management tools (mobile
loyalty card or payment systems). In combination with shopping assistant systems, m-
marketing has the power to upgrade everyday life practices. Second, if m-marketing
services can provide consumers with personalized and contextual-related information that
is based on secure and trustful transaction mechanisms, ensuring consumers’ privacy, and
avoid spamming at the same time, the consumers’ level of m-marketing acceptance will
increase significantly and encourage their mobile purchase decisions and eventually
achieve loyalty. However, all these marketing services and tools will require separate
permission by consumers, whereas additional research is needed that covers more than
trust and user-control aspects ( Jayawardhana et al., 2009). Although a large body of
[42]
literature related to advanced technology for in-store shopping now exists, it can be
criticised in many key respects. Given the explorative nature of the research, studies are
preferably conducted to explore the consumers’ reaction towards m-shopping services by
using primary mobile devices (e.g. RFID-enabled devices or PDAs) which retailers also
have. Furthermore, experimental and empirical surveys are conducted on a small- to
medium-sized sample of university students to validate the underlying assumptions.
Besides that, computer-simulations or theoretical elaboration at a conceptual level are
frequently used, while the opportunities to combine consumers’ experiments with an
empirical survey are rarely employed. 231 Mobile shopping Thus, the study findings not
only limit the statements about real shopping behaviour, but they also allow no general
inference about a larger population. This is why the used samples tend to be more suitable
to perform the right decision-making task than to motivate uninvolved persons.
Consequently, when considering exploring real shopping behaviour, future studies should
focus more on mobile devices that are owned by consumers on the one hand, and, on the
other hand, a random sample which better represents the average population is
recommended. In doing this, it is also interesting to test the impact of new technologies
such as augmented reality (see Kim, 2008; Olsson et al., 2013, e.g.) on consumers’
shopping behaviour in real action. At a general level, it can be pointed out that the
reviewed studies suffer from a pro-innovation bias. To overcome that deficit, potential
obstacles have to first be identified, and their influence on the consumer’s m-shopping
behaviour needs to be explored. Given that smart shopping systems are used to deal with
personalized data, issues of trust, privacy, and security etc. seem to be relevant. 4.3
Technology perspective Regardless of the perspective, whether the online purchase
channel or advanced technology for in-store shopping, there is no doubt that m-shopping is
a high technology-oriented topic. Thus, a technology perspective must be taken into
[43]
account in this literature review. Although the review yielded only a limited number of
suitable articles for this section, there are, in many more journals, articles in which the
technology perspective is a minor part, covering topics around technological aspects such
as IT architecture, network, and services interface, technology convergence as well as
security and trust issues. More specifically, contributions in this section can distinguish
between the following three areas of interest: (1) Mobile user interface: since consumers
use their mobile devices for a variety of different shopping-related activities, the mobile
channel can be considered the new service frontier of retailers. When considering the
design of m-shopping services, retailers are currently struggling to overcome obstacles
regarding the consumers’ risk perception and restrictions of mobile devices in terms of
limited capabilities and usability issues (i.e. small displays and limited screen regulation)
(Lee and Park, 2006; Kurkovsky and Harihar, 2006; Ozok and Wei, 2010). Therefore,
transferring successful business models from the online to the mobile environment is
limited (Venkatesh et al., 2003a). This is why Wu and Wang (2006) analysed the
consumers’ selection criteria of m-shopping web sites. They found that consumers mostly
select web sites according to criteria such as merchandise (web sites should provide the
right product that attract consumers and fit their needs best), assurance (commitment to
privacy protection, transaction safety, and providing of return guarantees and refunds) and
functions (assistance to consumers in searching for, viewing and comparing merchandise
and making mobile purchases easy, fast, and safe). Lee and Park (2006) designed a
protocol scheme for m-shopping applications that not only reduces connection fees and
improves instant connectivity and personalization, but also shows an enhancement in
security against shoulder surfing attacks when using a password to start an online
transaction. In terms of advanced shopping systems, only Kurkovsky and Harihar (2006, p.
237) dedicated themselves to the usability challenge and noted that interactive shopping
[44]
systems “and its interface must be accepted by the user. If the 232 IJRDM 43,3 end-user
does not find the system intuitive and convenient to use, it does not matter how beneficial
if can be.” (2) Mobile IT infrastructure: regardless of the m-shopping perspective, to
provide consumers with the expected information and flawless functionalities as well,
consumers’ mobile devices require connectivity with a back-end server to access a
database. Therefore, several articles have focused on the technology foundation of
contextual m-shopping services. For instance, some studies (Houliez, 2010; Keegan et al.,
2008; Kwon and Sadeh, 2004; Mahmoud and Yu, 2006) describe and develop different
frameworks and protocols in order to reduce information overload for users and to protect
their privacy. Steele and Tao (2007) explain a passport-based architecture to establish a
more trustful and flexible environment for ubiquitous business computing for both
consumers and retailers. Elmufti et al. (2009) present an architectural solution with trust in
the centre of research attention. Mizouni and Salah (2010) describe a non-functional
requirements model for m-shopping application by including attributes of portability, ease
of use (friendliness), an appropriate level of security, response time, and availability.
Going beyond the limited article selections, many other journal articles have also taken
into account a technological perspective with respect to the system architecture and
framework. This is especially the case with articles which belong to m-shopping assistant
systems (e.g. Fang et al., 2012; Guan et al., 2008; Hou and Chen, 2011; Hosbond and
Skov, 2007; Kim et al., 2004; Kawamura et al., 2008; Kurkovsky and Harihar, 2006; Liu
et al., 2012; Olugbara et al., 2010; Yang et al., 2008; Zuva et al., 2012) (3) Service and
technology convergence: following von Hippel’s argument (1986, see also Urban, and von
Hippel (1988) or Herstatt and von Hippel (1992), for example) that future development of
new technologies can be projected by analysing the behaviour of so-called “lead users”,
Funk (2004, 2005, 2012) pointed out that m-shopping will significantly benefit from the
[45]
current development alongside the mobile internet and technology. Being tailor-made for
cross-media integration with printed media (magazines, catalogues, posters, and
brochures), radio, television, entertainment electronics, and of course, the fixed-internet, a
technological convergence is expected. For instance, while browsing magazines or
newspapers, consumers would be encouraged to make mobile purchases by just scanning
depicted codes (e.g. QR-codes) via mobile phone camera. Or, while watching television,
the customer can use mobile devices to access background information after paying a fee.
In Japan, however, the combination of mobile devices with daily media such as printed
media, radio and television programs are a common everyday practice to improve m-
shopping experience, by which advanced mobile devices like smartphones and tablets play
a critical role (Funk, 2005, 2007a, b). While studies pay particular attention to the mobile
IT infrastructure, the mobile user interface is still under-researched. As with the articles
referring to the online purchases channel or smart shopping technology, usability issues
are seen as serious obstacles for adopting m-shopping services everywhere. Since features
and functions must be intuitive and easy to use when considering an involvement in new
technologies or services (e.g. Davis et al., 1998; Venkatesh et al., 2012), future study on
m-shopping should therefore focus on usability aspects of advanced mobile devices in the
context of data entry, retrieval, and illustration facilities, which are insufficiently explored,
233 Mobile shopping according to Ozok and Wei (2010). In doing so, one should avoid
conducting research at a conceptual level only. Instead, an empirical survey or field test
might verify these ideas from the users’ perspective, which is still a shortcoming in the
technological-oriented literature. Although most of the aforementioned journal articles
handle different topics, there are frequently common topics, namely, the protection of
privacy, as well as improvements regarding IT security, and trust. Not surprisingly, these
are the topics which are usually characterised by high consumer-involvement, since mobile
[46]
technology has come to dominate many parts of our daily habits. Currently, the use of data
warehousing and data mining techniques to provide consumers with information is already
a common practice. In the future, it can be expected that the increased demand for m-
shopping services will also increase the amount of data which has to be processed. Hence,
it is highly advisable to extend research around IT security, policy, trust, and data
reliability. 5. Concluding remarks and implications for future research The study has
aimed to classify and organize the accumulated knowledge on m-shopping as revealed in
the present literature pertaining to retail, whereby a classification framework consisting of
three groups was used for that purpose. It not only includes two big m-shopping trends, but
also presents a technology perspective to broaden the understanding of m-shopping.
Particularly, the last-named categories resulted from the fact that m-shopping literature is
highly fragmented. The review has identified in each section some significant gaps, and
some advice has been offered that will help research to close these gaps. Nevertheless,
considering the current research practice and the outlook for m-shopping, there is much
more need for research than actually mentioned. Because consumers expect technology
convergence for m-shopping services, they will tend to use only one mobile device for all
related shopping activities in which smartphones or tablets will be the most widely used
devices. Unfortunately, the following review suggests that current literature has failed to
conduct studies with an explicit focus on these devices. This is why we do not know today
how they affect consumer m-shopping behaviour, even though there are statistics
indicating that smartphones and tablets heavily stimulated m-shopping acceptance
worldwide (e.g. eMarketer, 2013; Forrester Research, 2012; Nielsen, 2013). Thus,
subsequent research that explores their utility and usability for m-shopping might be of
great value. It is also important that future studies seek to create a link between m-
shopping themes both within and across the online purchase channel and advanced
[47]
technology for in-store shopping, whereby the technology aspect should not be neglected.
The studies should strive not only to gain deeper insight into the individual consumer’s
acceptance and a better general understanding of m-shopping, but also to reveal
relationships between m-shopping activities. It is most likely that specific shopping
activities such as price comparison or writing reviews can be considered to be
indispensible antecedents before consumers even consider using their mobile devices for
online purchases. Although the review focused on the consumer-perspective, the retailer-
perspective is another area that needs to be explored. Retailers have to face the future
challenge of m-shopping by creating appropriate strategies in which the mobile channel
can act independently, or as a part of, the multi-channel strategy. To master the challenge,
however, major investments in the present infrastructure and technology are required, and
research can help to identify critical areas of interest.
[48]
Research Methodology
SIP Topic - “A study on customer satisfaction towards online mobile
shopping”
Research Objectives:
Objective – 1 –To study the challenges and opportunities involved in online mobile shopping
for customers.
Objectives – 2-To compare and evaluate the effectiveness of online mobile shopping and
retail store shopping
Research Design:
Type of research –Descriptive Research
Study Population - “ Study On online buyers of mobile phone .
Sampling Technique- Non Random purposive sampling& Snowball sampling
Sample Size-101
Sampling Area-Kanpur
Type of Data –Secondary data& Primary Data
Measurement Scale used-Nominal, Ordinal, Interval
Data Collection Tool-Questionnaire
Scaling Techniques-10 point Likert Scale
Data Collection time period-21 oct 21 to 10 Nov 21.
Data Analysis techniques- Descriptive Statistics (Mean, Mode, Median, Standard
Deviation, kurtosis, Skewness) Reliability Tests, Factor Analysis, Correlation, Regression.
[49]
Meaning Of Research
Meaning and definition of Research:
Searching it again and again means Re-search. 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 wide variety of scientific matters of our
world and the universe. Research can use the scientific method, but need not do so.1
Research is an art of scientific investigation. It is regarded as a systematic efforts to gain
new knowledge. The dictionary meaning of research is “a careful investigation or enquiry
especially through search for new facts in any branch of knowledge”. Definition of
Research comprises defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis.2 M Stephenson and D Slesinger defined research in
[50]
the Encyclopedia of Social Sciences as “The manupulation of things, concepts or symbols
for the purpose of gerneralizing to extend, correct or verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art.”3 “Research is an
organized and systematic way of finding answers to questions” Systemactic because there
is a definite set of procedures and steps which you will follow. There are certain things in
the research process which are always done in order to get the most accurate results. Both
quantitative and qualitative researchers would agree that not all quantitative research is
well planned and well executed and it is observed that many questionnaires are hastily and
poorly written; Some surveys have a 2% response rate; and some researchers use
convenience rather than random samples. One approach to the problem of poor
quantitative research is to use qualitative research.The qualitative researcher’s solution is
to use qualitative methods, such as in-depth interviews of individual’s or even reporting
the researcher’s own conscious experience. Some qualitative researchers use quantitative
methods, some quantitative researchers use qualitative methods. Most quantitative
researchers use qualitative methods as exploratory tools. For example, when 101 trying to
get a hypothesis for a study, the quantitative researcher probably will search the literature.
Some researchers conduct a pilot study prior to the full length research. Such study may
involve having one’s friends participate in the study and asking them about their
impressions of the study. The pilot study may even involve having the researcher take the
role of a participant.4 There are substantial differences between the two methods. The
differences stem primarily from the fact that qualitative methods are not objective.
Consequently, the non-objective evidence that qualitative researchers consider “data”
(themes that the investigator senses, the investigator’s subjective impressions, etc.) is not
what quantitative researchers consider “data.” Given the strong tradition of objective
methods in psychology and the success of quantitative methods in psychology, it is
[51]
unlikely that qualitative methods will replace quantitative methods. 5 Wilkinson T S had
rightly pointed out in his book Methods and techniques of social research. He says The
researcher is constantly concerned with researching the accepted conclusions of his field,
i.e. the theories with differing levels fo gernerality and degrees of confirmation existing at
a given point of time. He does this researching by probing for facts of the empirical world
that confirm one or several predictions generated by his accepted conclusions, his
acceptance, a consequence of his assumptions about the correctness of the existing
theories.”6 The research process involves the following steps. Though the step order may
vary depending on the subject matter and researcher, the following steps are usually part of
most formal research, both basic and applied: · Formation of the topic · Hypothesis ·
Conceptual definitions · Operational definitions · Gathering of data · Analysis of data ·
Test, revising of hypothesis · Conclusion, literation if necessary
OBJECTIVES OF RESEARCH
The purpose of the research is to discover answers to questions through the application of
scientific procedures. The main aim of the research is to find out the truth which is hidden
and has not been discovered as yet. Though each research study has its specific purpose, we
may think of research objectives as falling into several following broad groupings:
1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this
object in view are termed as exploratory or formulative research studies);
2. To portray accurately the characteristics of a particular individual, situation, or group
(studies with this object in view are known as descriptive research studies);
3. To determine the frequency with which something occurs or with which it is associated
with something else (studies with this object in view are known as diagnostic research
studies);
[52]
4. To test a hypothesis of a causal relationship between variables (such studies are known as
hypothesis-testing research studies).
TYPES OF RESEARCH
Descriptive research definition: Descriptive research is defined as a research method that
describes the characteristics of the population or phenomenon studied. This methodology
focuses more on the “what” of the research subject than the “why” of the research subject.
Characteristics of Descriptive research-
1. Quantitative research: Descriptive research is a quantitative research method
that attempts to collect quantifiable information for statistical analysis of the
population sample. It is a popular market research tool that allows us to collect and
describe the demographic segment’s nature.
2. Uncontrolled variables: In descriptive research, none of the variables are
influenced in any way. This uses observational methods to conduct the research.
Hence, the nature of the variables or their behavior is not in the hands of the
researcher.
3. Cross-sectional studies: Descriptive research is generally a cross-sectional
study where different sections belonging to the same group are studied.
[53]
4. The basis for further research: Researchers further research the data
collected and analyzed from descriptive research using different research
techniques. The data can also help point towards the types of research methods
used for the subsequent research.
[54]
Study Population - STUDY OF ONLINE MOBILE SHOPPING POPULATION
FROM E COMMERCE WEBSITES.
Sampling Technique-Non Random purposive sampling& Snowball sampling
1 Non-Random Purposive Sampling: Non-Random samples are called judgment
samples. As the term implies, judgment, rather than chance alone, determine which
population elements are selected for a sample. The degree of judgment applied in selecting
elements for a judgment sample varies greatly.
2 Snowball Sampling: In Sociology and statistics research, snowball sampling (or chain
sampling, chain- referral sampling) is a nonprobability sampling technique where existing study
subjects recruit future subjects from among their acquaintances. Thus the sample group is said to
grow like a rolling snowball.
Sample Size: Selected for the Study Sample of 250 respondents of Study Of Online And Face
To Face Education For Learners And Teachers. Respondents were selected Simple Random
Sampling Method.
Sampling Area: Kanpur
Type of Data: Primary and Secondary Data 42
[55]
1 Primary Data: We collect primary data during doing experiments in experimental
research but in case we do research of the descriptive type and perform surveys, whether
sample surveys or census surveys, then we can obtain primary data either through observation
or through direct communication with respondents in one form or another or through personal
interviews.
2 Secondary Data: Secondary data means data that are already available i.e., they refer to
the data which have already been collected and analyzed by someone else. When the
researcher utilizes secondary data, then he has to look into various sources from where he can
obtain them. In this case, he is certainly not confronted with the problems that are usually
associated with the collection of original data. Secondary data may either be published data
or unpublished data. Usually published data are available in (a) various publications of the
central, state are local governments.
Measurement Scale used: Nominal, Ordinal, Interval.
1 Nominal: Nominal scale is simply a system of assigning number symbols to events to
label them. The usual example of this is the assignment of numbers of basketball players to
identify them. Such numbers cannot be considered to be associated with an ordered scale for
their order is of no consequence; the numbers are just convenient labels for the particular
class of events and as such have no quantitative value. Nominal scales provide convenient
ways of keeping track of people, objects, and events. One cannot do much with the numbers
involved. For example, one cannot usefully average the numbers on the back of a group of
football players and come up with a meaningful value. Neither can one usefully compare the
numbers assigned to one group with the numbers assigned to another. The counting of
members in each group is the only possible arithmetic operation when a nominal scale is
employed.
[56]
Accordingly, we are restricted to use mode as the measure of central tendency. There is no
generally used measure of dispersion for nominal scales.
The Chi-square test is the most common test of statistical significance that can be utilized,
and for the measures of correlation, the contingency coefficient can be worked out. The
nominal scale is the least powerful level of measurement. It indicates no order or distance
relationship and has no arithmetic origin. A nominal scale simply describes differences
between things by assigning them to categories. Nominal data are, thus, counted data. The
scale wastes any information that we may have about varying degrees of attitude, skills,
understandings, etc. Despite all this, nominal scales are still very useful and are widely used
in surveys and other ex-post-facto research when data are being classified by major
subgroups of the population.
2 Ordinal scale: The lowest level of the ordered scale that is commonly used is the ordinal
scale. The ordinal scale places events in order, but there is no attempt to make the intervals of
the scale equal in terms of some rule. Rank orders represent ordinal scales and are frequently
used in research relating to qualitative phenomena. A student’s rank in his graduation class
involves the use of an ordinal scale. One has to be very careful in making a statement about
scores based on ordinal scales. For instance, if Ram’s position in his class is 10 and Mohan’s
position is 40, it cannot be said that Ram’s position is four times as good as that of Mohan.
The statement would make no sense at all. Ordinal scales only permit the ranking of items
from highest to lowest. Ordinal measures have no absolute values, and the real differences
between adjacent ranks may not be equal. All that can be said is that one person is higher or
lower on the scale than another, but more precise comparisons cannot be made. Thus, the use
of an ordinal scale implies a statement of ‘greater than’ or ‘less than’ (an equality statement is
also acceptable) without our being able to state how much greater or less. The real difference
between ranks 1 and 2 may be more or less than the difference between ranks 5 and 6.
[57]
Since the numbers of this scale have only a rank meaning, the appropriate measure of central
tendency is the median. A percentile or quartile measure is used for measuring dispersion.
Correlations are restricted to various rank order methods. Measures of statistical significance
are restricted to the non-parametric methods.
3 Interval scale: In the case of an interval scale, the intervals are adjusted in terms of some
rule that has been established as a basis for making the units equal. The units are equal only
in so far as one accepts the assumptions on which the rule is based. Interval scales can have
an arbitrary zero, but it is not possible to determine for them what may be called an absolute
zero or the unique origin. The primary limitation of the interval scale is the lack of a true
zero; it cannot measure the complete absence of a trait or characteristic. The Fahrenheit scale
is an example of an interval scale and shows similarities in what one can and cannot do with
it. One can say that an increase in temperature from 30° to 40° involves the same increase in
temperature as an increase from 60° to 70°, but one cannot say that the temperature of 60° is
twice as warm as the temperature of 30° because both numbers are dependent on the fact that
the zero on the scale is set arbitrarily at the temperature of the freezing point of water. The
ratio of the two temperatures, 30°, and 60°, means nothing because zero is an arbitrary point.
Interval scales provide more powerful measurement than ordinal scales for interval scale also
incorporates the concept of equality of interval. As such more powerful statistical measures
can be used with interval scales. Mean is the appropriate measure of central tendency, while
standard deviation is the most widely used measure of dispersion. Product moment
correlation techniques are appropriate and the generally used tests for statistical significance
are the ‘t’ test and ‘F’ test.
Data Collection Tool: Questionnaire
Scaling Techniques: 5 points Likert Scale 45
[58]
10 point Likert Scale: Summated scales (or Likert-type scales) are developed by
utilizing the item analysis approach wherein a particular item is evaluated based on how well
it discriminates between those persons whose total score is high and those whose score is
low. Those items or statements that best meet this sort of discrimination test are included in
the final instrument. Thus, summated scales consist of several statements that express either a
favorable or unfavorable attitude towards the given object to which the respondent is asked to
react. The respondent indicates his agreement or disagreement with each statement in the
instrument. Each response is given a numerical score, indicating its favourableness or
unfavourableness, and the scores are totaled to measure the respondent’s attitude. In other
words, the overall score represents the respondent’s position on the continuum of favorable-
unfavourableness towards an issue.
The most frequently used summated scales in the study of social attitudes follow the pattern
devised
by Likert. For this reason, they are often referred to as Likert-type scales. On a Likert scale,
the
respondent is asked to respond to each of the statements in terms of several degrees, usually
five
degrees (but at times 3 or 7 may also be used) of agreement or disagreement. For example,
when
asked to express an opinion whether one considers his job quite pleasant, the respondent may
respond in
Any one of the following ways: (i) strongly agree, (ii) agree, (iii) Neutral, (iv) disagree, (v)
strongly disagree.
Data Collection time period- 21 October 2021 to 10 November 2021
[59]
Data Analysis techniques: Descriptive Statistics (Mean, Mode, Median, Standard Deviation,
kurtosis, Skewness) Reliability Tests, Factor Analysis, Correlation, Regression.
Descriptive Statistics: Descriptive analysis is largely the study of distributions of one
variable. This study provides us with profiles of companies, workgroups, persons, and other
subjects on any of multiple characteristics such as size. Composition, efficiency, preferences,
etc.
[60]
This sort of analysis may be in respect of one variable (described as unidimensional analysis),
or in respect of two variables (described as bivariate analysis), or in respect of more than two
variables (described as multivariate analysis). In this context, we work out various measures
that show the size and shape of the distribution(s) along with the study of measuring
relationships between two or more variables.
1) Mean: Measures of central tendency (or statistical averages) tell us the point about which
items tend to cluster. Such a measure is considered the most representative figure for the
entire mass of data. The measure of central tendency is also known as a statistical average.
Mean, median, and mode are the most popular averages. Mean, also known as arithmetic
average, is the most common measure of central tendency and may be defined as the value
which we get by dividing the total of the values of various given items in a series by the total
number of items. we can work it out as under.
Mean is the simplest measurement of central tendency and is a widely used measure. It's chief
Use consists of summarising the essential features of a series and enabling data to be
compared. It is amenable to algebraic treatment and is used in further statistical calculations.
It is a relatively stable measure of central tendency. But it suffers from some limitations viz.,
it is unduly affected by extreme items; it may not coincide with the actual value of an item in
a series, and it may lead to wrong impressions, particularly when the item values are not
given with the average. However, the mean is better than other averages, especially in
economic and social studies where direct quantitative.
2) Mode: Mode is the most commonly or frequently occurring value in a series. The mode in
distribution is that item around which there is maximum concentration. In general, the mode
is the size of the item which has the maximum frequency, but at items, such an item may not
be mode on account of the effect of the frequencies of the neighboruing items.
[61]
Like median, the mode is a positional average and is not affected by the values of extreme
items. it is, therefore, useful in all situations where we want to eliminate the effect of extreme
variations. The mode is particularly useful in the study of popular sizes. For example, a
manufacturer of shoes is usually interested in finding out the size most in demand so that he
may manufacture a larger quantity of that size. In other words, he wants a modal size to be
determined for median or mean size would not serve his purpose. but there are certain
limitations of mode as well. For example, it is not amenable to algebraic treatment and
sometimes remains indeterminate when we have two or more model values in a series. It is
considered unsuitable in cases where we want to give relative importance to items under
consideration.
3) Median: Median is the value of the middle item of series when it is arranged in ascending
or descending order of magnitude. It divides the series into two halves; in one half all items
are less than the median, whereas in the other half all items have values higher than the
median. If the values of the items arranged in the ascending order are: 60, 74, 80, 90, 95, 100,
then the value of the 4th item viz., 88 is the value of the median.
Median is a positional average and is used only in the context of qualitative phenomena, for
example, in estimating intelligence, etc., which are often encountered in sociological fields.
Median is not useful where items need to be assigned relative importance and weights. It is
not frequently used in sampling statistics.
4) Standard Deviation: Standard deviation is the most widely used measure of the
dispersion of a series and is commonly denoted by the symbol ‘ s ’ (pronounced as sigma).
Standard deviation is defined as the square root of the average of squares of deviations when
such deviations for the values of individual items in a series are obtained from the arithmetic
average.
[62]
5) Kurtosis: Kurtosis is the measure of a flat-topped nest of a curve. A bell-shaped curve or
the normal curve is Mesokurtic because it is Curtis in the center; but if the curve is relatively
more peaked than the normal curve, it is called Leptokurtic whereas a curve is flatter than the
normal curve, it is called Platykurtic. In brief, Kurtosis is the humpedness of the curve and
points to the nature of the distribution of items in the middle of a series.
It may be pointed out here that knowing the shape of the distribution curve is crucial to the
use of statistical methods in research analysis since most methods make specific assumptions
about the nature of the distribution curve.
6) Skewness: Skewness is, thus, a measure of asymmetry and shows how the items are
clustered around the average. In a symmetrical distribution, the items show a perfect balance
on either side of the mode, but in a skew distribution, the balance is thrown to one side. The
amount by which the balance exceeds on one side measures the skewness of the series. The
difference between the mean, median, or the mode provides an easy way of expressing
skewness in a series. In case of positive skewness, we have Z < M < X, and in case of
negative skewness we have X < M < Z. Usually we measure skewness in this way:
7) Correlation: Karl Pearson’s coefficient of correlation is also known as the product-
moment correlation coefficient. The value of ‘r’ lies between ± 1. Positive values of r indicate
a positive correlation between the two variables (i.e., changes in both variables take place in
the statement direction), whereas negative values of ‘r’ indicate negative correlation i.e.,
changes in the two variables taking place in the opposite directions. A zero value of ‘r’
indicates that there is no association between the two variables.
[63]
When r = (+) 1, it indicates a perfect positive correlation and when it is (–)1, it indicates a
perfect negative correlation, meaning thereby that variations in the independent variable (X)
explain 100% of the variations in the dependent variable (Y). We can also say that for a unit
change in the independent variable, if there happens to be a constant change in the dependent
variable in the same direction, then the correlation will be termed as perfect positive. But if
such change occurs in the opposite
Direction, the correlation will be termed as perfect negative. The value of ‘r’ nearer to +1 or –
1 indicates a high degree of correlation between the two variables.
8) Regression: Regression is the determination of a statistical relationship between two or
more variables. In simple regression, we have only two variables, one variable (defined as an
independent) is the cause of the behavior of another one (defined as a dependent variable).
Regression can only interpret what exists physically i.e., there must be a physical way in
which independent variable X can affect dependent variable Y. The basic relationship
between X and Y.
Assumption of Regression :
 Linear relationship
 Multivariate normality
 No or little multicollinearity
 No auto-correlation
 Homoscedasticity
[64]
Chapter 4- DATA ANALYSIS AND INTERPRETATION
The data collected from primary sources through collection of the responses of the
questionnaire was assembled stored, selected and analyzed. The analysis of the data is as
under here –
MALE FEMALE TOTAL
RESPONSES 72.3 29.7 101
PERCENTAGE 72.3 27.7 100%
Gender wise Respondents-
Analysis and Interpretation-
According to demography profile in this study 72.3% male and 42% female respondents are
part of my target population and they help me to fulfil my questionnaire from different area
of Kanpur city. From these groups total respondents are more and can be told that they
[65]
interested to shop online than female, even both of them shop their mobile phones online.
AGE GROUP
Overall result shows that between all of them the respondents who has 21 years to 30 years
are more familiar to shop mobile phone online on my target population
Educational Qualification-
[66]
Analysis and Interpretation-All of them in this survey are masters (55.4) and above
qualified peoples and 33.7 are graduates and after that intermediate and diploma then high
school and below few of them are doctorate.
Occupation Status-
Since 40.6% of this survey is students most of them not working. And 27.7% are private
sector and 13.9% from public sectors. 11.9% are there own business.
[67]
Monthly Income -
Since 30% of this survey is above 50000, and 21.8% are 40,001 to 50,000 and 21.8 are
20,000 to 30,000, 12.9% are 30,000 to 40,000 income range.
[68]
Survey Location-
Since most of the respondents are from Kanpur and Kanpur nagar and others are from
Jalaun, Hardoi, Kannauj, Orai, Prayagraj, Sultanpur, Varansi and other’s districts.
[69]
Using on line facilities for mobile phones-
In my research 48% respondents are using online mobile shopping from more than 2 years,
and 37.6% respondents are using online mobile shopping from 1-2 years and 9.9%
respondents are shop their mobile online less than 1 year
Spend on Online shopping for mobile phone-
[70]
In my research 36.6% respondents are purchasing their mobile 15,001 to 20,000 range and
20.8% are purchasing their mobiles below 10,000 range and 18.8% respondents are
purchasing their mobile phone between 1,0001 to 15,000, 13.9% respondents are
purchasing their mobile phone 20,001 to 25,000 range and 9.9% respondents are purchase
their mobile phone online from above 25,000.
[71]
Online shopping of mobile phones useful in our daily life-
In my research study out of 101 respondents 31.7% found useful online mobile phone
shopping useful in their daily life.
Accomplish their shopping for mobile phones more quickly-
[72]
In my research study out of 101 respondents 28.7% respondents agree that using online
shopping for enables to accomplish their shopping for mobile phones more quickly.
Effective Use of times-
In my research study out of 101 respondents 33.7% are agree that using online shopping
increase the effective use of their time in handling their shopping for online mobile phones.
Preview them before Purchasing-
[73]
In my research study out of 101 respondents 25.7% are agree that they like browsing online
for mobile phones to preview them before purchasing.
Online mobile shopping offers better choices than local store-
In my research study out of 101 respondents 32.7% respondents thinks that online
shopping offers better choices and variety of mobile phones than local stores.
[74]
Quality of the mobile phones-
In my research study out of 101 respondents found that 24.8% feel better quality mobile
phones are offered by online shopping websites.
To avoid driving and Parking Hassles-
In my research study out of 101 respondents most of them strongly agree that they prefer
[75]
online shopping of mobile phones to avoid driving and parking hassles.
Discounts and incentives schemes offers-
online shopping of mobile phones because discounts and incentives schemes offered by
online shopping websites for mobile phones.
Get reasonable price-
[76]
online shopping of mobile phones because they get reasonable price of mobile phones on
online shopping websites.
Interface with online shopping-
online shopping of mobile phones because interface with online shopping for mobile
[77]
phones is clear and understandable.
To become Skill full at using online shopping for purchasing mobile phones-
online shopping of mobile phones because of it is easy for them to become skill full at
using online shopping for purchasing online mobile phone.
Find online shopping of mobile phone easy to use-
[78]
online shopping of mobile phones because they find online shopping of mobile phone easy
to use.
Learning to use online shopping is easy for me-
[79]
online shopping of mobile phones because learning to use online shopping is esy for them.
Easily use
online shopping of mobile phones because they can completely use online shopping for
[80]
mobile phones, if there is no one around to tell them what to do as they go.
Completely use online shopping of mobile phones-
online shopping of mobile phones because they can completely use online shopping of mobile
phones, if they can call someone for help if they got stuck.
Shopping online mobile phone is a good idea-
[81]
online shopping of mobile phones because using online shopping for for mobile phones is a
good idea.
People who influence online shopping behavior-
Online Shopping for mobile make shopping more interesting-
[82]
online shopping of mobile phones because using online shopping for mobile phones make
shopping more interesting.
People around me are online shopping users of mobile phones-
online shopping of mobile phones because people around them are online shopping users of
mobile phones.
Indians have supported the use of online shoppping for mobile phones.
[83]
online shopping of mobile phones because in general, Indians have supported the use of online
shopping for mobile phones.
Necessary resources to use online shopping for mobile phones-
online shopping of mobile phones because they have the resources necessary to use online
Assistance is availaible for assistance while facing difficulties in using online

[84]
online shopping of mobile phones because a specific person or group is available for
assistance while facing difficulties in using online shpping for mobiles.
Don’t feel apprehensive-
[85]
online shopping of mobile phones because they do not feel apprehensive about online
shopping for mobile phone.
Feel hesitate to do online shopping of mobile phones-
online shopping of mobile phones because they hesitate to do online shopping of mobile
phones.
Online Shopping does not intimidating-
[86]
online shopping of mobile phones because online shopping for mobile phones is somehow
does not intimidating to them.
Habit of online shopping-
In my research study out of 101 respondents most of them strongly agree with 9 point 25.7%
that they prefer online shopping of mobile phones because doing online shopping of mobile
phones has become a habit for them.
Addicted to do online shopping of mobile phones-
[87]
In my research study out of 101 respondents most of them strongly agree 10 scale (24.8) that
they prefer online shopping of mobile phones because they addicted to do online shopping of
mobile phones.
Doing online mobile shopping has become natural--
In my research study out of 101 respondents most of them strongly agree on 10 scale (30.7%)
that they prefer online shopping of mobile phones because doing online shopping of mobile
phones has become natural to them.
Doing online shopping of mobile is fun/enjoyable-
[88]
In my research study out of 101 respondents most of them strongly agree on 9 and 10 scale
(23.8),(24.8) that they prefer online shopping of mobile phones because doing online shopping
of mobile phones is fun/enjoyable.
Online shopping system for mobile phones-
In my research study out of 101 respondents most of them strongly agree on 9 and 10 likert
scale 23.8% and 27.8 that they prefer online shopping of mobile phone because of they like
working with online shopping system for mobile phones.
Online shopping of mobile phones is very entertaining-

In my research study out of 101 respondents most of them strongly agree on 9 and 10 scale
[89]
(24.8),(26.7) that they prefer online shopping of mobile phones because doing online shopping
of mobile phones is very entertaining.
Doing online shopping of mobile phones is reasonable-
In my research study out of 101 respondents most of them strongly agree on 8,9 and 10 scale
(18.8),(19.8) and (27.7%)that they prefer online shopping of mobile phones because doing
online shopping of mobile phones is very entertaining.
Doing online shopping for mobile phones is a good value for the money-
[90]
In my research study out of 101 respondents most of them strongly agree on 8,9 and 10
scale (16.8%), (23.8%) and (29.7%)that they prefer online shopping of mobile phones
because doing online shopping for mobile phones is a good value for the money.
Doing online shopping of mobile phones provides a good value -
scale (19.8%), (22.8%) and (26.7%) that they prefer online shopping of mobile phones
because at the current scenario, doing online shopping of mobile phones provides a good
value.
Confidence and privacy-
[91]
because they feel confidence and privacy when they use online shopping for mobile
phones.
Trust the online shopping system-
[92]
because they trust the online shopping system.
Don’t feel risky when conduct online transactioms-
because they do not feel risky when they conduct online transactions.
Sales service in online shopping of mobile phones-
[93]
because they do not feel risky when they conduct online transactions.
Poor Internet Speed-
[94]
scale (10%), (24.8%) and (30.7%) that they prefer online shopping of mobile phones
because they do not feel risky of wasting time due to poor internet speed.
Don’t read the return policy before conducting online transactions-
scale (10%), (24.8%) and (30.7%) that they prefer online shopping of mobile phones
because they don’t read the return policy before conducting online transactions.
Consuming and problematic-
[95]
because they feel shopping in the local market is too time consuming and problematic of
mobile phones.
Improves living standard-
[96]
because they feel online shopping for mobile phones improves their living standards.
Intend to use in the future-
because they intend to use online shopping for mobile phones in the future.
Use online shopping mobile phones in the future-
[97]
because they predict they would use online shopping of mobile phones in the furure.
Recommend others to shop online for mobile phones-
[98]
because they intend to recommend others to shop online for mobile phones.
Website design attracts for online mobile phone shopping-
because they feel that website design attracts them for online shopping of mobile phones .
3D images of the product with zoom facility-
[99]
because they do online shopping of mobile phones with the websites where they get 3D
images of the product with zoom facility.
Follow web pages on social media for purchasing mobile phones-
[100]
because they do follow the online shopping web pages on social media for purchasing
mobile phones.
Social media playing important role in buying behavior decision making
[101]
for mobile phones-
because they feel social media
Prefer cash on delivery as most preferred payment method-
[102]
scale (18.8%), (26.7.%) and (23.8%) that they prefer online shopping of mobile phones
because they prefer cash on delivery as most preferred payment method.
Prefer credit card as most preferred payment method-
because they prefer credit card as most preferred payment method.
Prefer debit card as most preferred payment method-
[103]
because they prefer debit card as most preferred payment method.
Prefer net banking as most preferred payment method-
[104]
because they prefer net banking as most preferred payment method.
Prefer UPI as most preferred payment method-
because they prefer UPI as most preferred payment method.
Prefer e- wallet as most preferred payment method-
[105]
because they prefer e- wallet as most preferred payment method.
Use Amazon mostly to make purchase of mobile phones-
[106]
because they use Amazon mostly to make purchase of mobile phones.
Use Flipkart mostly to make purchase of mobile phones.
. Analysis and Interpretation-
because they use Flipkart mostly to make purchase of mobile phones.
Use Snapdeal mostly to make purchase of mobile phones-
[107]
because they use Snapdeal mostly to make purchase of mobile phones.
Use TATA cliq mostly to make purchase of mobile phones-
[108]
because they use Tata cliq mostly to make purchase of mobile phones.
Use reliance digital mostly to make purchase of mobile phones-
because they use Reliance Digital mostly to make purchase of mobile phones.
Use Paytm Mall mostly to make purchase of mobile phones-
[109]
because they use Paytm mall mostly to make purchase of mobile phones.
Use official company websites mostly to make purchase of mobile phones-

[110]
because they use company official websites mostly to make purchase of mobile phones.
[111]
Summary Of Findings
 The Report reveals that respondents find Online shopping of mobile phones useful
in their daily life.
 The Report reveals that respondents agree that using online shopping enables them
to accomplish their shopping for mobile phones more quickly.
 The Report reveals that respondents are agree that online shopping increases the
effective use of their time in handling their shopping for mobiles.
 The Report reveals that respondents like browsing online for mobile phones to
preview them before purchasing.
 The Report reveals that respondents are agree that online shopping offers better
choices and variety of mobiles phones than local stores.
 The Report reveals that respondents are agree that they feel better quality mobile
phones are offered by online shopping websites.
 The Report reveals that respondents are agree that they prefer online shopping of
mobile phones to avoid driving and parking hassles.
 The Report reveals that respondents like discounts and incentives schemes offered
by online shopping websites for mobile phones.
 The Report reveals that respondents get reasonable price of mobile phones on
 The Report reveals that the respondents like interface with online shopping for
mobile phones is clear and understandable.
 The Report reveals that the respondents found It is easy for them to become skill
full at using online shopping for purchasing mobile phones.
[112]
 The Report reveals that the respondents found online shopping of mobile phones
easy to use.
 The Report reveals that the respondents found that learning to use online shopping
is easy for them.
 The Report reveals that the respondents can completely use online shopping for
mobile phones, if there is no one around to tell them what to do as they go.
 The Report reveals that they can completely use online shopping of mobile
phones, if they can call someone for help if I got stuck.
 The Report reveals that the respondents Using online shopping for mobile phones
is a good now.
 The Report reveals that the respondents who influence their behaviour think that
they should use online shopping for mobile phones.
 The Report reveals that the respondents use online shopping for mobile phones
make shopping more interesting.
 The Report reveals reveals that the respondent’s people around them are online
shopping users of mobile phones
 The Report reveals that In general, Indians have supported the use of online
 The Report reveals that they have the resources necessary to use online shopping
for mobile phones.
 The Report reveals that a specific person or group (Instructor) is available for
assistance while facing difficulties in using online shopping for mobile phones.
[113]
 The Report reveals that they do not feel apprehensive (fearful) about online
shopping for mobile phones
 The Report reveals that they don’t feel hesitate to do online shopping of mobile
phones.
 The report reveals that the respondents found that online shopping for mobile
phones is somehow does not intimidating to them.
 The report reveals that the respondents doing online shopping of mobile phones
has become a habit for them.
 The report reveals that the respondents addicted to do online shopping of mobile
phones.
 The report reveals that the respondents doing online shopping of mobile phones
has become natural to them.
 The report reveals that the respondents found doing online shopping of mobile
phones is fun/ enjoyable.
 The report reveals that they like working with online shopping system for mobile
phones.
 The report reveals that the respondents doing online shopping of mobile phones is
very entertaining.
 The report reveals that the respondents found doing online shopping of mobile
phones is reasonable.
 The report reveals that the respondents found doing online shopping for mobile
phones is a good value for the money.
 The report reveals that the respondents found at the current scenario, doing online
[114]
shopping of mobile phones provides a good value for them.
 The report reveals that the respondents feel confidence and privacy when they use
online shopping for mobile phones.
 The report reveals that respondents trust the online shopping system.
 The report reveals that they do not feel risky when they conduct online
transactions.
 The report reveals that the respondents do not feel risky about not to get the after
sales services in online shopping of mobile phones.
 The report reveals that the respondents do not feel risky of wasting time due to
poor internet speed.
 The report reveals that the respondents read the return policy of the shops before
conducting transactions for mobile phones.
 The report reveals the respondents feel shopping in the local market is too time
consuming and problematic of mobile phones.
 The report reveals that respondents feel online shopping for mobile phones
improves their living standard.
 The report reveals that the respondents feel intend to use online shopping for
mobile phones in the future.
 The report reveals that they predict they would use online shopping of mobile
phones in the future.
 The report reveals that they intend to recommend others to shop online for mobile
phones.
[115]
 The report reveals that the respondents feel that website design attracts them for
online shopping of mobile phones.
 The report reveals that the respondents do online shopping of mobile phones with
the websites where they get 3D images of the product with Zoom facility.
 The report reveals that the respondents do follow the online shopping web pages
on social media for purchasing mobile phones.
 The report reveals that respondents feel social media playing important role in
buying behaviour decision making for mobile phones.
 The report reveals that the respondents prefer cash on delivery as most preferred
payment method.
 The report reveals that the respondents prefer credit card as most preferred
payment method.
 The report reveals the respondents prefer debit card as most preferred payment
method.
 The report reveals that respondents prefer debit card as most preferred payment
method
 The report reveals that the respondents prefer Net Banking as most preferred
payment method.
 The report reveals that respondents prefer upi as most preferred payment method.
 The report reveals the respondents prefer e-wallet as most preferred payment
method.
 The report reveals that respondents use amazon mostly to make purchase of mobile
[116]
phones.
 The report reveals that the respondents use Flipkart mostly to make purchase of
mobile phones
 The report reveals that the respondents use Amazon mostly to make purchase of
mobile phones
 The report reveals that the respondents use less Snapdeal than Flipkart and
Amazon.
 The report reveals that the respondents use less Tata Cliq than the Flipkart and A
mazon
 The report reveals that the respondents use less reliance digital than the Amazon
and Flipkart.
 The report reveals that the respondents use less Paytm mall as compared to
Amazon and Flipkart.
Conclusion
[117]
Online shopping is becoming more popular day by day with the increase in the usage of
World Wide Web known as www. Understanding customer's need for online selling has
become challenge for marketers. Specially understanding the consumer‘s attitudes
towards online mobile shopping , making improvement in the factors that influence
consumers to shop online and working on factors that affect consumers to shop online will
help marketers to gain the competitive edge over others. In conclusion, having access to
online shopping has truly revolutionized and influenced our society as a whole. This use of
technology has opened new doors and opportunities that enable for a more convenient
lifestyle today. Variety, quick service and reduced prices were three significant ways in
which online shopping influenced people from all over the world. However,this
conceptof online shopping led to the possibilities of fraud and privacy conflicts.
Unfortunately, it has shown that it is possible for criminals to manipulate thesystem and acces
s personal information. Luckily, today with the latest features of technology, measures are
being taken in order to stop hackers and criminals from in appropriately accessing private
databases. Through privacy and security policies, website designers are doing their best to put
an end to this unethical practice. By doing so, society will continue to depend upon online
shopping, which will allow it to remain at remendous success in the future.
[118]
Suggestion and Recommendations
 Flipkart and Amazon has successfully placed itself into the prospects mind making it
the India‘s largest online store with huge range of products. But it still needs to work
on their core competence that is mobile Segment.
 Snapdeal, Ebay, and Tata Cliq still needs to work upon their mobile segment.
 Delivery services can be improved mainly in rural areas by selecting appropriate e-
courier service which has services in customer area for dispatching an item.
 Can include more coupon codes and gift vouchers for increasing the traffic of the
customers.
 Out of stock items can made available as soon as possible and intimate the needed
customers.
 Snapdeal, Ebay, and Tata Cliq needs to available faster delivery options
[119]
Limitations
 In our Report having limited time to write and collect a response.
 The study is confined to Kanpur district only.
 The study is based upon the consumer behavior 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 limited100
respondents only
 The conduct and filling of the questionnaire were not smooth.
 The study sample size is too large we don’t get the exact sample size of data.
 In our Google form, There are lots of questions people are irritated with while filling
this google form
[120]
Bibliography
www.google.com
www.amazon.com
www.flipkart.com
www.ebay.co
www.paytmall.com
www.snapdeal.com
WEBSITES:
https://www.questia.com/library/journal/1P3-3333088491/a-study-on-online-shopping-
experience-and-customer
http://search.proquest.com/openview/7623aa0cfaaa390a1866015e0da0a0a0/1?pq-
origsite=gscholar&cbl=1936345
https://issuu.com/sanjaykumarguptaa/docs/a_study_on_consumer_perception_towa
http://ijariie.com/AdminUploadPdf/A_STUDY_ON_CONSUMERS
%E2%80%99_ATTITUDE_TOWARDS_ONLINE_SHOPPING_c_1229.pdf
https://www.ripublication.com/gjmmr16/gjmmrv6n1_01.pdf
Articles:
1. Bhatnagar, A, Misra, S., and Rao, H. R. (2000) “Online risk, convenience, and Internet
shopping behavior”, Communications of the ACM (43:11), pp. 98-105.
2. Mishra, Sita (2007), ‘Consumer preference Towards Online Shopping for Clothing,’ The
ICFAI Journal of marketing, Vol. 6, No. 1 pp. 32-39
3. Yulihasri et al (2011) “Factors that Influence Customers’ Buying Intention on Shopping
Online”, International Journal of Marketing Studies Vol. 3, No. 1
4. Lina Zhou (2007)“Online Shopping Acceptance Model — A Critical Survey Of Consumer
Factors In Online Shopping’ Journal of Electronic Commerce Research
[121]
QUESTIONAIRE
1. What is your gender?

Male □ Female □
2. Which age (in Years) group do you belong to?
11 Years-20 Years □
Above 51 Years □
3. What is your educational level now?

High school & below □ / Intermediate & diploma □ / Bachelor □ / □ / Doctorate
□ / others □
4. What is your occupation / Employment status?

Public sector □ / Private Sector □ / free lancing □ / Own Business □ / Student (Not
Working) □ / others □
5. How much is your family monthly income?

Less than ₹10,000 □
₹10,001-₹20,000□
₹20,001-₹30,000□
₹30,001-₹40,000□
₹40,001-₹50,000□
Above ₹50,000□
Using a rating scale of 1 to 7, where 1 is strongly disagree and 7 is strongly agree. Please
circle the number that indicates your level of disagreement/agreement with the following
statements:
Questions Based on Rating Scale:
1 2 3 4 5 6 7
1. I find online shopping of mobile phones useful in our 1. 2. 3. 4. 5. 6. 7.
daily life.
2. Using online shopping enables me to accomplish my 8. 9. 10. 11. 12. 13. 14.
shopping for mobile phones more quickly.
3. Using online shopping increase the effective use of 15. 16. 17. 18. 19. 20. 21.
my time in handling my shopping for mobile phones.
4. I like browsing online for mobile phones to preview 22. 23. 24. 25. 26. 27. 28.
[122]
them before purchasing.
5. I think online shopping offers better choices and 29. 30. 31. 32. 33. 34. 35.
variety of mobile phones than local store.
6. I feel better quality mobile phones are offered by 36. 37. 38. 39. 40. 41. 42.
7. I prefer online shopping of mobile phones to avoid 43. 44. 45. 46. 47. 48. 49.
driving and parking hassles.
8. I like discounts and incentives schemes offered by 50. 51. 52. 53. 54. 55. 56.
online shopping websites for mobile phones.
9. I do get reasonable price of mobile phones on online 57. 58. 59. 60. 61. 62. 63.
shopping websites.
10. My interface with online shopping for mobile phones 64. 65. 66. 67. 68. 69. 70.
is clear and understandable.
11. It is easy for me to become skill full at using online 71. 72. 73. 74. 75. 76. 77.
shopping for purchasing mobile phones.
12. I find online shopping of mobile phones easy to use. 78. 79. 80. 81. 82. 83. 84.
13. Learning to use online shopping is easy for me. 85. 86. 87. 88. 89. 90. 91.
14. I can completely use online shopping for mobile 92. 93. 94. 95. 96. 97. 98.
phones, if there is no one around to tell me what to
do as I go.
15. I can completely use online shopping of mobile 99. 100.101.102.103.104.105.
phones, if I can call someone for help if I got stuck.
16. Using online shopping for mobile phones is a good 106.107.108.109.110.111.112.
mow.
17. People who influence my behaviour think that I 113.114.115.116.117.118.119.
should use online shopping for mobile phones.
18. Online shopping for mobile phones make shopping 120.121.122.123.124.125.126.
more interesting.
19. People around me are online shopping users of 127.128.129.130.131.132.133.
mobile phones
20. In general, Indians have supported the use of online 134.135.136.137.138.139.140.
21. I have the resources necessary to use online shopping 141.142.143.144.145.146.147.
for mobile phones.
22. A specific person or group (Instructor) is available 148.149.150.151.152.153.154.
for assistance while facing difficulties in using online
23. I do not feel apprehensive (fearful) about online 155.156.157.158.159.160.161.
24. I hesitate to do online shopping of mobile phones 162.163.164.165.166.167.168.
25. Online shopping for mobile phones is somehow does 169.170.171.172.173.174.175.
not intimidating to me.
26. Doing online shopping of mobile phones has become 176.177.178.179.180.181.182.
a habit for me.
27. I am addicted to do online shopping of mobile 183.184.185.186.187.188.189.
phones.
28. Doing online shopping of mobile phones has become 190.191.192.193.194.195.196.
natural to me.
[123]
29. Doing online shopping of mobile phones is fun/ 197.198.199.200.201.202.203.
enjoyable.
30. I like working with online shopping system for 204.205.206.207.208.209.210.
mobile phones.
31. Doing online shopping of mobile phones is very 211.212.213.214.215.216.217.
entertaining.
32. Doing online shopping of mobile phones is 218.219.220.221.222.223.224.
reasonable.
33. Doing online shopping for mobile phones is a good 225.226.227.228.229.230.231.
value for the money.
34. At the current scenario, doing online shopping of 232.233.234.235.236.237.238.
mobile phones provides a good value.
35. I feel confidence and privacy when I use online 239.240.241.242.243.244.245.
36. I trust the online shopping system. 246.247.248.249.250.251.252.
37. I do not feel risky when I conduct online 253.254.255.256.257.258.259.
transactions.
38. I do not feel risky about not to get the after sales 260.261.262.263.264.265.266.
services in online shopping of mobile phones.
39. I do not feel risky of wasting time due to poor 267.268.269.270.271.272.273.
internet speed.
40. I do not read the return policy of the shops before 274.275.276.277.278.279.280.
conducting transactions for mobile phones.
41. I feel shopping in the local market is too time 281.282.283.284.285.286.287.
consuming and problematic of mobile phones.
42. I feel online shopping for mobile phones improves 288.289.290.291.292.293.294.
my living standard.
43. I intend to use online shopping for mobile phones in 295.296.297.298.299.300.301.
the future.
44. I predict I would use online shopping of mobile 302.303.304.305.306.307.308.
phones in the future.
45. I intend to recommend others to shop online for 309.310.311.312.313.314.315.
mobile phones.
46. I feel that website design attracts me for online 316.317.318.319.320.321.322.
shopping of mobile phones.
47. I do online shopping of mobile phones with the 323.324.325.326.327.328.329.
websites where I get 3D images of the product with
Zoom facility.
48. I do follow the online shopping web pages on social 330.331.332.333.334.335.336.
media for purchasing mobile phones.
49. I feel social media playing important role in buying 337.338.339.340.341.342.343.
behaviour decision making for mobile phones.
50. I prefer cash on delivery as most preferred payment 344.345.346.347.348.349.350.
method
51. I prefer credit card as most preferred payment 351.352.353.354.355.356.357.
method
52. I prefer debit card as most preferred payment method 358.359.360.361.362.363.364.
53. I prefer Net Banking as most preferred payment 365.366.367.368.369.370.371.
method
[124]
54. I prefer upi as most preferred payment method 372.373.374.375.376.377.
55. I prefer e-wallet as most preferred payment method 378.379.380.381.382.383.
56. I use Amazon mostly to make purchase of mobile 384.385.386.387.388.389.
phones.
57. I use Flipkart mostly to make purchase of mobile 390.391.392.393.394.395.
phones
58. I use Snapdeal mostly to make purchase of mobile 396.397.398.399.400.401.
phones
59. I use Tata Cliq mostly to make purchase of mobile 402.403.404.405.406.407.
phones
60. I use Reliance Digital mostly to make purchase of 408.409.410.411.412.413.
mobile phones
61. I use Paytm Mall mostly to make purchase of mobile 414.415.416.417.418.419.
phones
62. I use official company websites mostly to make 420.421.422.423.424.425.
purchase of mobile phones
Part Three:
Actual Use of E-commerce for shopping of Mobile phones
6. How long have you been using on-line shopping facilities for mobile phones?
Don't use □ / less than 1yr □/ 1-2 yrs. □/ more than 2 yrs. □.
7. How much do you usually spend on online shopping for mobile phone?
Below 10000 □/1,0001-15,000 □/15,001 – 20,000 □/ 20,001 – 25,000 □/Above
25,000 □
[125]

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SUMMER TRAINING PROJECT REPORT

Submitted in partial fulfillment of Master of Business Administration

A STUDY ON CUSTOMER SATISFACTION

Submitted By Faculty Guide

Akshit Mishra Dr. Anurag Pandey

2008480700012 Assistant Professor

PSIT COLLEGE OF MANAGEMENT

has helped me to gain a lot of experience, which will be beneficial in my

department (business administration) for his encouragement, support and

guidance in carrying out the project.

Professor of PSIT for his interest, constructive criticism, persistent

encouragement and untiring Guidance throughout the development of the project.

It has been my great privilege to work under his inspiring guidance.

I am also thankful to my Parents and my friends for their indelible Co-operation

for achieving the Goal of this study.

STATEMENT OF THE PROBLEM.....................................................................................................4

Online Shopping In India......................................................................................................................9

Factors influencing consumer to shop online.......................................................................................11

CHAPTER 2- INDUSTRY PROFILE.................................................................................................14

Stages of Online Transaction:.......................................................................................................19

Chapter 3 objectives of study and literature review…………………………………………………..31

shopping, since the International Conference on "Research avenues in Social Science”

Organize by SNGC, Coimbatore C-1229 www.ijariie.com 266 conclusion of the contract is

tends not to think over or consider his/her intention of buying.

limits or influence consumers for the final decision.

from an online store.

define their strategies accordingly.

Analyzing the competitive advantage of E-Commerce it is observed that E-Commerce

E-Commerce offer considerable opportunity for growth.

tickets, railway tickets, hotel bookings, online mobile recharge etc.).

proximity and offers/ discounts.

B2C, C2B and C2C.

other. One example is manufacturers selling to distributors and wholesalers selling

2. B2C (Business to Consumer) — B2C consists of businesses selling to the general

this would be Amazon.

3. C2B (Consumer to Business) — In C2B e-commerce, consumers post a project

the bids and selects the company. Enlace is an example of this.

of this include Craigslist, eBay and Betsy.

order to stay ahead in highly competitive markets.

Although most of the revenue of online transactions comes from business-to-business

commerce, the practitioners of business-to-consumer commerce should not lose

Scholars and practitioners of electronic commerce constantly strive to gain an improved

insight into consumer behavior in cyberspace.

Along with the development of E-retailing, researchers continue to explain E-consumers

then examine their validity in the Internet context.

Mobile Commerce in India

advancement in terms of adoption of smart phones with 4G enabled services is happening at a

development and mobile commerce in India. According to Buzz City’s latest

compared with 52 billion in 2010.

help of a cell phone, while they are on the move.

Online Shopping In India

would been the back of domestic consumption of goods and services.

penetration is onlyabout10%(or about 121 million users) asagainstabout81%in the US and

prices for broadband connections.

physical delivery of the product.

downstream as ancillary businesses are developing to support the so initiatives. Some

the requirements of e-commerce companies.

about 150 million users that are ‘ready’ fore-commerce.

to make online purchases of up to US$500 as againstUS$40-100 in the recent past. So not

increase in the total value being spent online.

Factors influencing consumer to shop online

or services over online shopping.

worried about security, privacy and on time delivery.