Major Project Report

on

CONSUMER BEHAVIOUR ON ONLINE V/S OFFLINE

SHOPPING BY ANALYSING CONSUMER
BEHAVIOUR

Submitted in partial fulfillment of the

requirements for the award of the degree
of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide Name: Dr Jyoti Bambhani Submitted by: Bhawna Taneja

Designation: Assistant Professor Roll No.:35821101719

Batch: 2019-2022

Institute of Information Technology & Management

New Delhi – 110058

(2020-21)

1
 Certificate

I, Mr./Ms. Bhawna Taneja, Enroll.No.: 35821101719, certify that the Project Report on
(BBA-312) entitled “CONSUMER BEHAVIOUR ON ONLINE V/S OFFLINE
SHOPPING BY ANALYSING CONSUMER
BEHAVIOUR” is done by me and it is an authentic work carried out by me at Institute of
Information Technology and Management. The matter embodied in this project work has not
been submitted earlier for the award of any degree or diploma to the best of my knowledge
and belief.

Signature of the Student:

Date:

Certified that the Project Report (BBA-312) entitled “CONSUMER BEHAVIOUR ON

ONLINE V/S OFFLINE SHOPPING BY ANALYSING CONSUMER BEHAVIOUR”
done by Ms. Bhawna Taneja , Roll No 35821101719, is completed under my guidance
.
Signature of the Guide:

Date:

Name of Guide: Dr Jyoti Bambhani

Designation: Assistant Professor.

Address: Institute of Information Technology &Management, New Delhi-110058.

Countersigned

Director/Project Coordinator

2
 Acknowledgement

Firstly, I would like to express my profound gratitude to my research guide Mr. Dr

Jyoti Bambhani for giving me this very interesting topic for research purpose. I am

indebted for the guidance he gave me about the entire project. There is a fact that none

of the human being in this world is 100% perfect and in order to gain expertise, an

individual surely needs a helping hand. The same was with me with respect to the

project. I would also like to thank our Programme Co-ordinator Mrs. Sunitha Ravi for

helping me throughout the project and her continuous support. My heartfelt

appreciation goes to the people who helped me completing my research as they were

respondents for my survey. I would also like to thank my elder siblings for their moral

support and their guidance and blessings to carry out this work.

Above all I would like to thank the Almighty for the strength and blessings they gave

me in this tough time to be able to do it with motivation.

Name of the Student- Bhawna Taneja

Enrolment No- 35821101719

Signature of the Student-

3
 Institute of Information Technology & Management, New Delhi

Assignment No: BBA/310/ 35821101719

Major Project (Paper Code: 310): BBA SEMESTER VI

Background: University Scheme

Students of BBA Semester VI are to carry out a project as part of curriculum. At the
end of the semester the students are to submit a written project report. The objective
of this Circular is to standardise the format of submission of the project report and to
lay guidelines to conduct the project including methodology. This project work is
the training for applying theoretical concepts, tools & techniques to a live
situation/problem and writing a Technical Report.
Objectives
The academic objectives for major project and report writing are:
(a) Work & gain knowledge of real business environment,

(b) Analyse how theoretical concepts taught are applied/not applied in real situations,

(c) Analyse best practices of a company/industry in different functional areas,

(d) Enhance analytical & application abilities of students, and

(e) Develop skills in technical report writing through data collection, data
analysis, data presentation and draw lessons cogently vis-à-vis a given firm or
company.

Scope of Report Writing

The topic on which you will be preparing your major project report is “A
COMPARATIVE STUDY ON ONLINE V/S OFFLINE SHOPPING BY
ANALYSING CONSUMER BEHAVIOUR”. The project report is to be compiled
under the following chapters as per details given in Academic Circular
4/2008(Revised on January 2, 2016):
(a) Introduction
(b) Literature Review
(c) Methodology
(d) Data Analysis & Interpretation

(e) Findings and Conclusion

4
 Each student is to collect material on the aspects as mentioned above and arrange it
in cogent manner. One copy of the report is to be submitted to the respective guide as
per the schedule given in the following paragraph.

Schedule & Evaluation Scheme

To be Activity Mark s Remarks

Completed Allotte
by Date d

29th January, Briefing about the project

2022 guidelines tothe students.
Submission of Project Proposal to the
5th March, 2022 respective guide & 5 Refer Appendix
finalization of title,objectives, A.
scope & methodology.
7th March, Chapter-1 & 2 (Introduction and 5 -
2022 Review of Literature)
Submission of Chapter-3 (RM) and
21th March, 2022 Questionnaire (after prior 5
discussion with Project Guide)

31th March, 2022 Data analysis & Interpretation 5

Chapter-4 and Chapter-5
First Draft of the report to the Refer Appendix B &
5nd April, 2022 5 C.
respectiveguide.
A power point
April Last Week Internal Presentation and Viva to presentation of 10
(Tentative) the Internal Board of Examiners. 25
minutesand viva
by each student
As per the
announcemen t External Viva before the 50 Project Viva.
of GGSIPU external examiner.

Total Marks 100

Format for Compilation

The report is to be compiled and as per the format laid down in Academic .
submitted
Circular 4/2008 (Revised on 02-01-2016)All students are to strictly adhere to
the format.

5
Submission
Final report completed in all respects is to be submitted to the guide as per
the schedule given above.

CAUTION: This report is independent work to be conducted by each student

individually. Any previous work or borrowed work will be summarily rejected
and in all cases of rejection the work is to be repeated afresh.

Assignment Prepared by Project Coordinator

Bhawna Taneja Dr. Jyoti Bhambhani

Countersigned

Prof. (Dr.) Prerna Mahajan

Director

Note: This Assignment Directive shall form part of the dissertation.

6
 Executive Summary

In this rapidly changing business environment where communication, technology, and

media has changed the way to interact with people and persuade them to change their

choices. Many researchers made various studies on the online and offline consumer

buying behaviour and find out the factors influencing consumer buying behaviour.

The study tries to recognize, how consumer measure channels for their purchasing.

Specifically, it addresses consumer value perception for using the internet shopping

versus the traditional shopping. The objective of this study is to know about the

satisfaction levels of consumers. The consumer choices vary based upon their

preference towards online shopping versus offline shopping. The internet and

traditional shopping both have their own advantages and disadvantages. Online

shopping doesn't require travelling long distances, offers more variety, remains

functional 24*7, offers huge discounts and extend the facility of customer reviews.

On the other hand, traditional shopping allows customers to physically examining

products which otherwise online shopping lacks. Consumers may be use both the

online and traditional mode of shopping depending on their preferences at a particular

moment, which results in fundamentally different behaviours across the two mode of

shopping. This article attempts to throw some light on the differences emerging out of

online shopping behaviour and offline shopping behaviour. To identify the factors

which motivate customers to decide whether to do online shopping or go for the

offline shopping. Consumer’s shop when and where they want, where they are

comfortable with the products and the choice of shopping.

7
 TABLE OF CONTENTS

S NO. Topic Page No.

1 Title Page -

2 Certificate -

3 Acknowledgement -

4 Assignment directive 4-6

5 Executive Summary 7

5 CHAPTER-1 INTRODUCTION 9-15

Introduction of online and offline shopping
Evolution of Online shopping in India
Pros and Cons of Online & Offline shopping
A comparative analysis of online and offline shopping

6 CHAPTER-2 LITERATURE REVIEW 16-20

Research papers (10)

7 CHAPTER-3 METHADOLOGY 20-22

Objectives of the study
Methodology of the study
Data Collection Method
Research methodology adopted

8 CHAPTER-4 DATA ANALYSIS AND 22-37

INTERPRETATION

9 CHAPTER-5 FINDINGS AND 38-42

CONCLUSION
Major findings, Limitations, Suggestions and
Conclusion
Scope for further study

11 Bibliography/ References 42-43

12 Appendix 44-46

8
 Chapter-1

INTRODUCTION

Online shopping is a form of electronic commerce where a customer directly

purchases goods from a seller over the internet. Traditional/Offline shopping on the

other hand is a regular practice which has been used by a great number of people for

years.

Now, the fundamental issue which arises in front of a consumer when he/she embarks

on buying something is “which mode of shopping they should choose to satisfy

themselves”. There are always two methods. The very first is traditional shopping

(brick-and-mortar shops) and the other option available is online shopping to fulfill

their purchase interests. This choice available for consumers has thrown up a serious

challenge for companies regarding the way they should target consumers to maintain

competitive advantages.

In the developed countries like the United States, it has become almost a norm to

make purchases on the online platform especially for apparel products. However, in

other developing countries like India, majority of people still depend on the traditional

stores to make purchases in different categories. Although in the last few years, online

shopping has become quite a craze among the masses especially among the teenagers

and youth, in absolute numbers; offline shopping is still way ahead of its online

counterpart.

Today, learning and analyzing consumer behavior is extremely vital for the success of

a business, be it online or offline. Consumers drive the market. All the business

activities are carried out keeping in mind the interests of consumers. Online

9
shopping, which is a recent phenomenon in the Indian context has gathered steam in

the last few years backed by increasing penetration of internet has resulted in

consumers spoiled for choice. Internet is helping in the promotion of products through

online advertisements. The healthy competition between the online and offline stores

have stepped in a new era where consumers can pick and choose the medium of

shopping to fulfill their shopping interests. Some of the key differences between the

two medium of shopping are the means of gathering product information, perceived

risk and the ability of consumers to access similar kinds of products according to their

preferences.

EVOLUTION OF ONLINE SHOPPING IN INDIA

Online shopping started early in 1995 by the introduction of internet in India. Online

shopping became popular during the Internet boom in 1999-2000 with the well know

auction site know as bazee.com. Soon amazon.com, the online bookstore founded by

Jeff Bezos, created history by becoming the first bookstore with a presence only on

the Internet. The trend of online shopping took a good pace and many new portals

started like Amazon, Flipkart, Snapdeal, myntra, iBibo, makemytrip, yatra, craftsvilla

10
and so on. Many home portals such as Yahoo.com, Indiatimes.com and Rediff.com

came up with online shopping options for the Indian consumer.

SOME OF THE E-COMMERCE PORTALS IN INDIA SINCE 1999

11
 PROS AND CONS OF ONLINE SHOPPING

Pros

 You get a huge range of items on one platform. You don’t have to visit different

brand outlets. Everything is available in one place, making comparison

 It is convenient. You can find and compare items right from your home or office

or even on the go. You don’t have to face the hassles of visiting physical

 Online platforms offer discounts round the year. You can get the products to the

best.

 There are various payment modes and you can choose one convenient for you.

You can pay by a credit card, debit card, net banking, or even by cash.

 You can find customer reviews of the products you want to buy. These reviews

help you buy the best product.

Cons

 The quality might be an issue if the product is not of a known brand. Since you

cannot touch the product, you might be in for a surprise when you buy.

 The size and fit might be a problem in the case of apparel since you cannot try the

item before buying.

 Internet frauds are very common and online shopping poses this risk.

 There might not be return or refund policies for certain items bought online.

13
 PROS AND CONS OF OFFLINE SHOPPING

Pros

 You can touch the product you buy. So, you can ensure that what meets your eye.

 You can try the product for size and fit. Also, you can see whether the product

suits you when you wear.

 You can meet with Salesman and try for bargain.

 You get the product instantly in your hands.

Cons

 Prices are usually higher than online modes, as discounts are not so frequent. You

can get discounts only during sale.

 It takes time to visit the store as a result it can cause inconvenience.

 You cannot compare the products for their price in the same shop. You will have

to visit different shops for that.

14
 ONLINE VS OFFLINE SHOPPING: A COMPARATIVE ANALYSIS

Conclusion

Both online and offline shopping have their own advantages and disadvantages. So,

you should make the choice based on your need. Some products are better to buy

online, and some, offline. So, compare both these platforms and make an informed

choice.
15
 Chapter-2 LITERATURE

REVIEW

The extensive literature review has been conducted to gain deeper understanding of

research about online and offline customer and their experience. The review clarifies

and simplifies the dominant dimension consumer consider when they make any online

purchase decision. Following this, the major theoretical gap related to understanding

what and why consumers do, and do not purchase using the Internet is explored with

respect to the theories of retail change and consumer behaviour theory with particular

reference to the buying decision process. More specifically, the study examined the

interrelationships among quality, value, satisfaction, and loyalty when consumers

choose to shop online.

There are 10 research papers in this chapter.

Johnson et.al (2019) discussed to identify the factors influencing online shopping.

This paper seeks to identify web consumer’s demographic attitude toward shopping

and reasons of online buying behavior. This survey asked member of WVTM

(Wharton virtual test market) whether they have purchased anything online. This

study conclude that the consumer shop online or use online facilities to save time. The

result of these study suggest several suggestions for the design of online shopping

environment such as shopping site should make it more suitable to buy standard to

repeat purchase items , they should provide the information needed to make a

purchase decision and purchasing process should be easy for the consumer. This

paper conclude that the consumer appears to value the web time saving over its cost

saving. The consumer attitude may change over time, accessibility rather than cost

16
saving. The results show that the people who spend more money online have a

weirder lifestyle are on the net more and receives more emails compared to the other

email users and internet users.

Chaing and Roy (2013) focused on the consumer choice to shop on the internet and

at the physical stores during the information acquisition period. A convenience

sample of 34 students enrolled in undergraduate marketing class to select the product

for testing, 56 products were developed based on the popularity of online shopping.

The result shows that the consumer perceives shopping offline as inconvenient, online

shopping intention was expected to be greater for search products than experience

product.

Tony Ahn, Seewon Ryu and Ingoo Han,(2014), explored online and offline features

of Internet shopping malls and their relationships with the acceptance behaviors of

customers. Web survey with 932 users was conducted in 6 shopping malls of korea.

The study validate technology acceptance model (TAM) in predicting the acceptance

of the Internet shopping malls. Online and offline features have positive effects on the

user acceptance, usefulness, attitude and intention to use.

Aron M. Levin, Irwin P. Levin and Joshua A. Weller, (2015) For the study two

samples of size 199 were used from a large mid-western American university and an

online survey panel. The study found that the preferences for shopping online or

offline were shown to vary across products, consumers, and stages of the shopping

experience. When attributes such as large selection and shopping quickly were

predominant, online shopping was preferred. When attributes such as personal service

and ability to seetouch-handle the product were predominant, offline shopping was

preferred.

17
Shun &Yunjie (2016) in their study revealed that there are different kinds of product,

which are additional possible to be sold online such as book, software, electronics and

music. Motive for such belongings is that when buying these kinds of products, one

does not need individual examination, if not all products, can be drawn in the product

explanation and descriptions. Most goods in the mobile phone family fit to this group.

According to the new study on customer behavior, there are four different customer

groups with diverse purposes and motivations. They also found that regular efficient

collection of music videos. A great level of technical assurance inside this cluster

tends to be an hopeful feature when it comes to product evidence research online.

Soopramanien and Robertson (2017) conducted a study in UK on acceptance and

practice of online shopping. Their exploration shows that the online consumers

choose different course of action based on the apparent beliefs. They found that, how

socio demographic variables, attitude and beliefs towards internet shopping effect on

the both decision to practice and use of online shopping channels. They categorized

online buying behavior as the one who purchase from online sites and the one who

only browse online sites and purchase from the store, and third those who do not buy

online. The study do not covered the buyers who choose products in stores and buy

online.

According to Xia and Monroe (2019), their study resulted that consumers with a

shopping goal are more responsive towards promotional messages such as “pay less”

and “discount” while consumers without shopping goal are responsive towards

promotional messages such as “save more” and “free gift”. Xia and Monroe (2009,

p.691) cited from (Monroe, 2003) that price promotion have several benefits such as

18
to increase demand, adjust fluctuations in supply and demand, and increasing

consumers’ purchasing over time.

Junhong Chu et.al. (2020), explored the moderating effects of household (e.g.,

shopping frequency) and product (e.g., sensory nature) characteristics on brand

loyalty, size loyalty and price sensitivity across online and offline channels for

grocery products. Data was collected from one of the five leading grocery chains in

Spain. The study of found that the households were more brand loyal and size loyal

but less price sensitive in the online channel than in the offline channel.

YaobinLu (2021) Focused on factors that influence users' intention to transfer their

usage from the offline to the online channel that offer similar services. The study

revealed that innovativeness in new technology and relative benefit had positive

effects on users' intention to transfer usage. Moreover, the findings of the study also

indicated that internet experience moderates the relationship between relative benefit

and consumers' intention to transfer usage from offline to online services.

Iyer and Eastmen (2014) found that the population of senior who are more literate,

more knowledgeable and who are more aware of the technology and those who have a

positive behaviour towards online shopping and internet are more into online

shopping. But the population of senior who are less aware of the internet and the

shopping sites are less involved in the shopping sites because they do not have a

positive attitude towards online shopping rather they are much more interested in

offline shopping and the seniors who are more involved in the internet uses more

online sites for purchasing the goods over the internet. The senior which have more

knowledge about the internet and the shopping sites they compares both the shopping

i.e. online and offline shopping for their purchasing of goods.

19
 Chapter-3

METHODOLOGY

OBJECTIVES OF THE STUDY


To know the consumer’s motivations/factors to engage in Online shopping and
Offline shopping.

To compare the difference in satisfaction levels of consumers while shopping.


To know consumers opinion about security while online shopping.


To know about the consumers dependence on online shopping.

METHODOLOGY OF THE STUDY

This part of study defines all the process of data collection. The method selected for

exploring the consumer behavior towards Online VS Offline shopping is “Survey

Research”.

DATA COLLECTION METHOD


Primary datais used in fulfilling the research purpose.

- Primary data or raw data is a type of information that is obtained directly from the

first-hand source through experiments, surveys or observations.

- It was collected through the well structured questionnaires that I prepared and

then shared it with people using social media.

- The questionnaire is prepared with the help of “Google form”.

20
RESEARCH METHODOLOGY ADOPTED

 Research design - Descriptive research

 Statistical tools - Descriptive analysis

 Research instrument - Self structured questionnaire

 Contact method – Calling/Messaging (Online Survey through Google Forms)

 Method of data Collection - Primary data

 Sampling type - Area sampling (As research was limited on the basis of

geographical location i.e. Delhi)

 Sampling unit - Individual Consumer

 Sample size - 50

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 Chapter- 4

DATA ANALYSIS AND INTERPRETATION

This chapter represents the results and discussions of the tabulated data. The

questions and choices are organized in the tabular form and the output has been

shown through pie charts. The interpretation of output of results is written under

each figure.

Gender

CHOICES PERCENTAGE NO. OF RESPONDENTS

Male 44% 22

Female 56% 28

INTERPRETATION - From the survey, it is observed that 44% respondents are

males and 56% are females among 50 respondents.

22
Which method of shopping do you prefer?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Online 4% 2

Traditional 12% 6

Both 84% 42

INTERPRETATION- It is evident from the research that more than 80% people

have started shopping with both methods, that shows how much growth e-commerce

has achieved and there are only 12% people among the 50 respondents who shop only

in stores and 4% people only go for online shopping.

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Why do you prefer to purchase Online?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Availability to compare prices 12% 6

Availability to shop 24x7 6% 3

Convenience of not going to stores 10% 5

Sales, better deals and options 14% 7

All of the above 58% 29

INTERPRETATION- Here is the factors which motivate the buyer to purchase

online. 58% people are influenced by all the comforts an online shopping experience

gives. 14% people find better deals online. 10% people do it for convenience. 12%

people find a privilege here to compare the prices online and 6% people like online

shopping because it gives availability to shop all day long.

24
Why do you prefer to purchase in stores?

CHOICES PERCENTAGE NO. OF RESPONDENTS

No waiting for delivery 10% 5

Can try the product/Garment 34% 17

Interaction with seller 2% 1

Easy payment/Replacement 2% 1

All of the above 52% 26

INTERPRETATION- Here is the factors which motivates the buyers to purchase

from stores. More than 50% people find the online shopping convenient because of

every comfort. Here one thing to be noticed is that only 2% people are bothered about

interaction with the seller and easy payments and replacement policy that means this

is not a priority for people nowadays. On the other hand, 34% people still prefer

offline shopping as they can try the garment or product.

25
Where do you find better deals and offers?

CHOICES PERCENTAGE NO. OF RESPONDENTS

In stores 28% 14

Online 48% 24

Both offers same 24% 12

INTERPRETATION- Now, an interesting thing to notice here is that around half of

the respondents think they can get better deals and offers online and that is a big big

“yes” for them to shop online. On the other hand, 24% people think both online and

offline shopping provides same deals and offers. And about 28% people find offline

store offerings better choices for consumers.

26
How frequently do you purchase online?

CHOICES PERCENTAGE NO. OF RESPONDENTS

A few times every week 12% 6

A few times every month 28% 14

A few times in 3-4 months 40% 20

I very rarely shop online 14% 7

I don’t shop online 6% 3

INTERPRETATION- This study shows how often people do online shopping, and

the results are quite surprising as it shows about 12% people shop every week online

and around 30% people shop every month. And only 6% people are there, who does

not shop online.

27
What do you usually purchase online?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Groceries 10% 5

Clothing 42% 21

Electronics 26% 13

Baby Products - -

Beauty Products 8% 4

Other 14% 7

INTERPRETATION- Now this study shows what items people usually purchase

online and the results says that there are 42% people who buy clothing/garments,

which is quite a good number. 26% people buy electronics, 10% people buy groceries

and 8% people buy beauty products.

28
Which platform do you use more often for online shopping?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Amazon 54% 27

Snapdeal - -

Myntra 28% 14

Flipkart 12% 6

Other 6% 3

INTERPRETATION- This study shows the widely used platform by people while

purchasing online and result shows that more than 50% people uses Amazon as their

shopping portal. After that Myntra is used by them, around 30% people use it and

12% people use Flipkart and rest of the people uses any other.
29
Any specific product, you always purchase online?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Yes 38% 19

No 62% 31

INTERPRETATION- Here the ratio is around 60:40, 60% people say there is

nothing we always purchase online and 40% people are there who always purchase a

specific product online. That shows “In- Store shopping is still a king” but some

always still buys their specific product online.

30
 If yes, Please specify the reason.

CHOICES PERCENTAGE NO. OF RESPONDENTS

It is not available offline 8% 4

I get discount/cash-back buying it online 16% 8

I get more variety online 22% 11

I find it convenient to shop online 16% 8

Other 38% 19

INTERPRETATION- Now this is the study that shows the reason people always

buy a specific product online. Here 22% people get more variety buying it online.

16% people say they get better cash back and offers online and they find it convenient

to shop online and 8% people claim the product is not available offline.

31
Do you get sufficient information about the product, you purchase online?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Yes, website shows every 82% 41

detail

No, website does not 18% 9

show all information

INTERPRETATION- This study shows how many people think a website or online

shopping app provides complete information about the products it offers. Here 80%

people say they get all information about the product, they purchase online, which

leaves a good impact on the minds of buyers, but 20% people still feel the websites

does not show every detail.

32
Have you felt any problem while purchasing online?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Yes 44% 22

No 56% 28

INTERPRETATION- This is another important factor that affects a consumer’s

choice of shopping as it shows how many people face any kind of problem while

shopping online and the result says more than 50% people do not feel any problem

and around 44% people face issues.

33
If yes, what kind of problem?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Delay in delivery 18% 9

Received some other product 6% 3

Product appears different in picture 20% 10

Product quality 22% 11

Other 34% 17

INTERPRETATION- Here are the problems that a consumer faces while purchasing

online and the study shows that 20% people find the received product different than it

appeared in the picture. Around 20% people find the product quality bad. 18% people

say they get their orders late than the expected time of delivery. Rest of the people has

other issues.

34
Online shopping is as secure as offline shopping.

CHOICES PERCENTAGE NO. OF RESPONDENTS

Disagree 22% 11

Neutral 68% 34

Agree 10% 5

INTERPRETATION- This study shows how many people find online shopping

secure and 10% people say it is completely safe. 22% people disagree and don’t find

it secure. And 68% people find it neutral, which again is a good number in terms of

confidence while buying.

35
In this Corona Virus outbreak, you are shifted towards online shopping, are you

satisfied with this method?

CHOICES PERCENTAGE NO. OF RESPONDENTS

Yes 50% 25

No 16% 8

Neutral 34% 17

INTERPRETATION- This study shows the satisfaction level of consumers while

shopping online and the results says only 16% people among the respondents are not

satisfied with online shopping. Half of the respondents i.e. 50% is completely satisfied

with the online shopping and there are 34% people find it neutral
36
 Chapter-5

FINDINGS ANDCONCLUSION MAJOR FINDINGS OF THE STUDY

1. It has been observed that online shopping has become an equally important

method of shopping in recent times and 84% of respondents have agreed with this.

2. The study shows that 48% of respondents find better deals and more variety

online as compared to offline.

3. From the study, it is very clear that only 6% of respondents do not shop online and

around 12% people buy every week.

4. Most of the people like to shop Clothing/Garment online.

5. People aged 18-25 that means youth is more engaging in online shopping.

6. Amazon is the mostly used platform by the shoppers and around 55% people use

it. After Amazon, another platform which is mostly used is Myntra.

7. There are around 40% people who are completely dependent on online shopping

for a specific product as they get more variety and better deals online.

8. 80% people say they find every information about the product an online shopping

portal displays and there are no hidden information.

9. It is observed that 56% people do not find any problem while purchasing online.

10. Around 22% people say the product they receive appears different in picture in

terms of size and colour.

37
11. A major problem people find in online shopping is the faulty products, said

people.

12. There are around 20-25% people do not feel secure in online shopping and they

find their online payments at risk.

13. Lastly about half the respondents say they are satisfied with the online shopping

whilst this global pandemic and only 15% people are not satisfied. Rests find it

neutral.

LIMITATIONS OF THE STUDY


Since it is a global Pandemic going on, I was not able to interact with people as
well as my guide properly and hence there existed some queries which I had to

solve myself with the help of internet in terms of knowledge and information.

Due to resources and time constraints, the study is limited.


The study was limited to the only one area and therefore the findings of study
cannot be extended to other areas.


Since the sample size was 50 so finding and conclusion of the study are only
suggestive not conclusive in spite of the best and honest efforts.

39
 SUGGESTIONS FOR THE STUDY

From the study and research, I have come to know that people have started doing

online shopping and they quite like it, but they are worried about the security.


Every online shopping website should provide the option of cash on delivery as
people are worried about the payments in advance.

The websites should display all the information about the product.


The size and colour appears different on sites as compared to the actual product.
These sites should consider this issue as most of the people are disappointed with

it.


People have trust issues with the online sites in terms of brands, they find duplicate
products on websites. Sellers should look into this matter as it leads to

downfall in sales.

These online shopping portals should be feasible to every user.


Some people experience delay in deliveries. It takes longer than expected
sometimes. The website should show the exact date and time of delivery and

should adhere to the timings.


Some people still go for traditional shopping as they do not trust the seller in online
mode. Companies should work towards making the consumers/public feel

secure.


Traditional sellers can come with more frequent sales and festive offers as people
want more of that and they get attracted towards such deals which shopping

online.

40
 CONCLUSION

The literature review has revealed that majority of the studies have been conducted

outside the country. Most of the studies have focused on the switching behaviour of

the consumer from one channel to another channel. The young generation are more

often purchasing from online sites because of the revolution in the technology among

the youth population and they are able to use this technology. Amazon is the shopping

site which is more preferable by people. There are increasing demand of online

shopping because the variety of options for the consumers to choose and that to at a

reasonable price and sometime even less price than the market. Clothing is more

demanded by the consumers. Survey helps a lot in knowing about consumers

Preferences.

The study has been conducted by keeping in mind the objectives. A comparative study

on online v/s offline shopping by analysing the consumer behavior towards both the

shopping channels and the factors affecting their choice.

The study has concluded that both Online and Offline Shopping have their influence

on buyers differently. The majority of respondents above the age group of 35 are

more likely to go for traditional way of shopping. According to them, it is mandatory

to examine the product before payment. Shopping from markets or stores is the way

of interaction with other people and refreshes the mind of a buyer. It is good to get the

opinion of vendors about the product before purchasing. Bargaining is also an

important factor that influence customer to purchase offline. A large number of older

buyers are in the habit of bargaining, which is not possible in the case of Online

Shopping.

41
 SCOPE FOR FURTHER RESEARCH

However I tried to gain a rational behaviour of consumers in my research, a number

of limitations lies. Since this survey had a very less number of respondents. And the

study is limited to an area with the sample size of only 50 people, the study cannot be

said conclusive but suggestive.It cannot be generalized to the entire state. The opinion

of 50 respondents cannot replicate the behavior of the entire district or the state. The

economic well-being of the people describes their improvement in technology. So the

area which is more advanced is more likely to involve in the internet than the less or

underdeveloped area.

42
 BIBLIOGRAPHY

Reference of websites :

1. https://www.researchgate.net/publication/334942312_Online_Shopping_vs_Of

flin e_Shopping_A_Comparative_Study

2. https://www.pinkvilla.com/lifestyle/people/online-vs-offline-shopping-which-one-

do-you-prefer-542972

3. http://pioneerjournal.in/files.php?force&file=Conference/Review_of_Literatur

e_o n_Online_vs._Offline_Consumer_Behavior_356053254.pdf

Review of Literature References :

1. Ahn, Tony & Ryu, Seewon & Han, Ingoo. (2019). “The impact of online and

offline features on the user acceptance of Internet shopping malls”. Electronic

Commerce Research and Applications. 3. 405-420.

10.1016/j.elerap.2004.05.001.

2. Aron M. Levin, Irwin P. Levin, Joshua A. Weller, (2015).” A Multi-Attribute

Analysis of Preferences for Online and Offline Shopping: Differences across

Products, Consumers, and Shopping Stages”,Journal of Electronic Commerce

Research, VOL 6, NO.4.

3. Cai, Shun & Xu, Yunjie. (2016). “Effects of outcome, process and shopping

enjoyment on online consumer behaviour.” Electronic Commerce Research and

Applications. 5. 272-281. 10.1016/j.elerap.2006.04.004

43
4. Chiang, Kuan & Dholakia, Ruby. (2014). “Factors Driving Consumer Intention

to Shop Online: An Empirical Investigation”. Journal of Consumer Psychology.

13. 177-183. 10.1207/S15327663JCP13-1&2_16.

5. Chu, Junhong & Chintagunta, Pradeep. (2020). “An Empirical Analysis of

Shopping Behavior Across Online and Offline Channels for Grocery Products:

The Moderating Effects of Household and Product”. Journal of Interactive

Marketing - J INTERACT MARK. 24. 10.1016/j.intmar.2010.07.004.

6. Iyer, Rajesh & Eastman, Jacqueline. (2016). “The Elderly and Their Attitudes

Toward the Internet: The Impact on Internet Use, Purchase, and Comparison

Shopping”. The Journal of Marketing Theory and Practice. 14. 57-67.

10.2753/MTP1069-6679140104.

7. Johnson, Eric. (2019). “Predictors of Online Buying Behavior”. Commun. ACM.

42. 32-38. 10.1145/322796.322805.

8. Lu, Yaobin (2015). “A study on factors that affect users' behavioral intention to

transfer usage from the offline to the online channel”. Computers in Human

Behavior. 27. 355-364. 10.1016/j.chb.2010.08.013

9. Soopramanien, Didier & Robertson, Alastair. (2017). “Adoption and usage of

online shopping”: “An empirical analysis of the characteristics of “buyers”

“browsers” and “non-internet shoppers”. Journal of Retailing and Consumer

Services. 14. 73-82. 10.1016/j.jretconser.2006.04.002.

10. Xia, Lan & Monroe, Kent. (2019). “The influence of pre-purchase goals on

consumers' perceptions of price promotions”. International Journal of Retail &

Distribution Management. 37. 680-694. 10.1108/09590550910966187.

44
 APPENDIX

QUESTIONNAIRE

Name:

Gender:

a) Male (b) Female

Which method of shopping do you prefer?

Online

Traditional

Both

` Why do you prefer to purchase

Online? Availability to compare prices

Availability to shop 24x7

Convenience of not going to stores

Sales, better deals and options

All of the above

Why do you prefer to purchase in stores?

No waiting for delivery

Can try the product/Garment

Interaction with seller

Easy payment/Replacement

All of the above

45
Where do you find better deals and offers?

In stores

Online

Both offers

How frequently do you purchase online?

A few times every week

A few times every month

A few times in 3-4

months I very rarely shop

online

I don’t shop online

What do you usually purchase online?

Groceries

Clothing

Electronics

Baby Product

Beauty Products

Other

Which platform do you use more often for online shopping?

Amazon

Snapdeal

Myntra

Flipkart

Other

46
Any specific product, you always purchase online?

Yes

No

If yes, Please specify the reason, if no skip the question.

It is not available offline

I get discount/cash-back buying it online

I get more variety online

I find it convenient to shop online

Other

Do you get sufficient information about the product, you purchase online?

Yes, website shows every detail

No, website does not show all information

Have you felt any problem while purchasing online?

Yes

No

If yes, what kind of problem. If no, skip the question.

Delay in delivery

Received some other product

Product appears different in picture

Product quality

Other

Online shopping is as secure as offline shopping.

Disagree

Neutral

Agree

47
In this Corona Virus outbreak, you are shifted towards online shopping, are you

satisfied with this method?

Yes

No

Neutral

48