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A STUDY ON CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING
Article in International Journal of Research in Marketing · February 2022
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© 2022 IJRAR February 2022, Volume 9, Issue 1 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)
A STUDY ON CONSUMER BEHAVIOUR

TOWARDS ONLINE SHOPPING
SANTHOSH V.
Research Scholar,
Assistant Professor Dept. of Commerce
Kristu Jayanti College. Bengaluru - 560077
Karnataka
&
Dr. BASAVARAJAPPA B
Research Supervisor
Associate Professor, GFGC College,
Shimoga. Pin -577201
Karnataka
Abstract:-
Since many individuals are busy and have a jumbled schedule, online purchasing has become quite
important in the twenty-first century. In such a circumstance, internet shopping became the most
convenient and appropriate way of purchasing for them. The Internet has transformed the shopper's retail
system and has swiftly grown into a worldwide market. An online store evokes the actual act of
purchasing goods. The assumption of classical model behaviour was used in this work. The Internet has
changed the way customers buy goods and services. At the same time, many businesses have begun to
use the Internet with the goal of lowering marketing costs and, as a result, lowering the price of their
products and services in order to remain competitive. Companies also utilize the Internet to link and
broadcast data in order to sell products online, collect feedback from customers, and perform satisfaction
surveys with customers. Customers utilize the Internet not just to buy products online, but also to
compare prices, products, features, and after-sales and support assistance they will receive if they buy
from a certain retailer.
IJRAR22A1709 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 864
Introduction
The use of the Internet as a channel of information and commerce is growing at a fast pace in India. The
Indian e-commerce market is estimated to be 99 U.S.Billion Dollar till 2024. However, another important
fact to consider is that out of 718.74 million Internet subscribers in the country, online shoppers in India
are expected to reach 220 million by 2025. Consumers perceive a higher level of risk while shopping on
the Internet. To survive in the midst of intense competition, internet is perhaps the best unconventional
form of marketing that has been embraced by the companies. Many companies have adopted internet for
conducting business transactions and sharing business information with their customers and business
partners, The internet offers direct links with customers, suppliers, facilitates transactions, processes and
information transfer etc. It offers organizations inexpensive and sophisticated tools for advertising, taking
and placing orders, promoting their philosophies, and communicating with their customers all over the
world. The internet provides a marketplace where buyers and sellers conduct transactions directly,
interactively, and in real time beyond the physical limitation of traditional brick and mortar retailers,
Today, almost all business firms use the internet to provide information about the firm, about the
products or services on the offering, and advertise to sell their products or services. The internet offers a
high degree of interaction and affords customers unprecedented benefits, from convenience to bargain
prices. The ever increasing mainstream activity on the internet has opened up a whole new value of
gaining customers. Thousands of companies, particularly retailers, were drawn into internet by a fear that
they would be left behind due to competitors. Thus, what started as a separate form of innovative
retailing in the exclusive domain of new entrepreneurs has become part of a multi channel strategy for
established retailers? Studying attitudes is helpful in understanding the potential relationship to marketers
should be interested in their customer’s attitudes, because attitudes provide warnings of potential
dissatisfaction among customers. Satisfied customers will become loyal to the company.
Literature Review:-
1. Madasu Bhaskar Rao, and M Mallika Rao (2018) in their examination decide the triggers that
impact customer purchasing conduct in on line retail designs. The explorative factor examination
finished up factors viz., simple use and comfort, security, utility, time adequacy, with drawing co-
ordinations and criticism as the determinants of female customer purchasing conduct on-line.
2. N. Jamila Dani (2017) in her article demonstrated that among the four issues choose for this
examination the preeminent drawing in and impacting factor for web customers in Kanyakumari
District is site Configuration/Features, following accommodation the second most affecting also,
thirdly efficient. Results have additionally showed that security is of significant worry among web
customers in Bharat. The exploration has likewise found that there are different variables that impact
web purchasers along with, less value, rebate, input from past clients furthermore, nature of item. For
the subsequent examination question for example who are web customers in term of demography:
the relationship results for the age and perspectives towards on-line shopping has showed that senior
people aren't so quick to purchase on-line. While for training it is presumed that advanced education
makes on-line shopping less appealing, for the pay the relationship results are so frail in this manner
we were unable to close anything out of it.
3. K. Balakrishna, S. Srinivas Rao and S. Manoj (2016) in their article Distinguished that Online
shopping will govern the market in the forthcoming years. Individuals are happy with the online buys
and positive informal exchange prefers on the web buys. There is high mindfulness level with respect
to online buys. The lone disappointment concerning buys is in regards to its quality and instalment
previously transporting.
4. Dr .V. Ranganathan et.al.,(2015) in their article uncovered that when a customer makes a psyche to
purchase on-line items the person influenced by different elements. The most vital recognized
variables are efficient, the best worth and accommodation. The best value factor is main stream
among the Coimbatore people on the grounds that for the most part in on line market costs are lower
as against the actual business sectors.
5. Akbar, S. and James, T. P. (2014) in their exploration tracked down that online Consumers'
disposition in such manner is affected by the data in regards to web based business destinations, seen
notoriety and seen convenience and furthermore the apparent dangers in regards to security of
instalment and discount.
Statement of The Problem
Urban market has plenty of business prospects and has a diversity of challenges for the marketers who
are inclined to take their business to rural consumers. If marketers not having a knowledge of rural
places, rural buyers and rural market behaviour it will be difficult for them to have business with rural
market. Buying practices, product choice, brand awareness & preference, income level, attitude and
knowledge of urban buyers are different from urban consumers. Now a day’s companies adopting online
marketing facility to fulfil needs and wants of consumers, but still companies and consumers are facing
problems at the time of online shopping such as.... Quality issues, Failure while making a digital
transaction, Unclear website policies, Delivery and logistic issues, Additional charges, safety issues,
Customers cant not try before buy it, Highly competitive, Customer can be impatient and need to ship
your products by yourself. Companies devote their precious time carelessly on certain areas of marketing
such as brand promotions, celebrity endorsements, targeting the rural consumers without understanding
the practicality of it.
Scope of the Study

Online Shopping have some scope i,e customers does the web research about the products he needs and
finds the products listed on the sites of different market or stores. He can check specification of products
and features of the products, such as pirce, quality, delivery status etc. Various studies have been
conducted in urban and rural area, the present research study particularly emphases on consumer
behaviour of online shopping, factors influence on consumer about online shopping, brand choices
towards buying home appliances. There is a huge demand and scope for online shopping in global
market. The present study is focused on only Bangalore North region to found what are the problems
faced by customer during online shopping of electronic gadgets.
Objectives of the Study
The following are the objectives set based on the research questions discussed in the previous section.
1. To identify the factor influencing towards consumer’s satisfaction towards online shopping.
2. To know the Factors influencing the consumer attitude with reference to online shopping
3. To know the consumer attitude towards Online shopping experiences
4. To evaluate the Impact of Social media respect to online shopping
5. To Suggest Remedial measures to safeguard the interest of customers.
Hypothesis of the Study

1. H0:- There is no significant relationship between factors influencing consumer’s attitude towards
online shopping.
H1:- There is a significant relationship between factors influencing consumers’ attitude towards
online shopping.
2. H0:- There is no significant relationship between factors influencing the consumer attitude towards
online shopping.
H1:- There is a significant relationship between factors influencing the consumer attitude
towards online shopping.
3. H0:- There is no significant relationship between experience of online shopping towards online
shopping.
H1:- There is a significant relationship between experience of online shopping towards online
shopping.
4. H0:- There is no significant relationship between social media towards online shopping.
H1:- There is a significant relationship between social media towards online shopping.
Research Methodology
A) Sampling Techniques:
a) Sampling Framework:-. Cluster sampling is used for analysis based on respondents Gender,
Age, Educational qualification, Geographical area and Income level of In Bangalore North place.
Approximately 100 respondents are selected for research work that, who are familiar with online
shopping of electronic gadgets. Respondents of online shopping of electronic gadgets are
considering for research work.
b) Sampling Size- 100 Respondents are selected for research work. Banasawadi, HBR Layout,
Hennur, Jakkur, Jalahalli East and West, Peenya Industrial area, Sanjeevani nagar and
yashawanthpur are consider for research purpose which belongs to Bangalore North. The
respondents demographic factors such as Gender, Age, Educational qualification, Geographical
area and Income of respondents are considered for study.
c) Research Design:- The present study is a descriptive research.
B) Sources of Data Collection:-

a) Primary Data:- The primary data is collected through a survey with a structured questionnaire,
observation and direct interaction with the respondents.
b) Secondary Data:- The secondary data is collected through published sources like Journals,
Published reports, Books and E-sources etc.
c) Tools for Analysis
d) For data analysis, the tools and techniques are used such as Factor analysis (Cronbach’s Alpha
test) Chi-Square test and ANOVA.
Limitations of the Study

1. The study is restricted to only online shopping of electronic gadgets.
2. The study is limited to only Bangalore Urban district and it can’t be generalized.
3. Time and other resources are limited during the study period.
4. The study is focused more on Factors influencing of consumer behaviour towards online shopping
of electronic gadgets, Problems faced by consumers during online shopping and Post purchase
behaviour of consumers towards online shopping.
5. The respondent’s opinion may differ due to poor memory power or bias which would not be
eliminated.
6. Negligence of respondents due to a busy schedule at a workplace or other personal reasons.
ANOVA Techniques:- For testing the relationship between personal variables of the respondents and
level of satisfaction, ANOVA Test has been used. For computing ANOVA Techniques, the following
formula has been used.
Where ….. Mean:- X1= Xij +Xij +Xij + Xij / N
SS b/w Samples:- n1 (X1 – X)2 + n2 (X2 – X)2 + n3 (X3 – X)2
SS Within = (X1i – X1)2 + (X2i– X2)2 + (X3i – X3)2
SS for Total Variance:- (Xij – X)2
The calculated value of ANOVA is measured with the table value of F-distribution for given level of
significance usually at five per cent level. If the calculated value (C.V) is less than the table value (T.V),
the null hypothesis is accepted and otherwise it is rejected.
Sl.No Particulars Mean SS SS Total Variance

Between Within of SS
01 Level of satisfaction about online 8.33 4.1335 153.11 157.24
shopping
02 Social media impact on online 8.33 112.9335 58.4 171.35
shopping
03 Consumer attitude towards 8.33 76.1335 127.2 203.35
Online shopping experiences
04 Factors influencing the consumer 8.67 10.15 193.6 203.75
attitude towards online shopping
Level of satisfaction about online shopping

Level of satisfaction about online High (%) Moderate (%) Low (%) Total (%)
shopping
On-line Shopping Offers Product at 7 28 10 40 8 32 25 100
Good Quality
On-line Shopper offers Reasonable 15 60 5 20 5 20 25 100
Price with Respect to Quality
On-line Shoppers Offer Products at 10 40 8 32 7 28 25 100
Required Time.
On-line Shopper Offers Better Value 10 40 10 40 5 20 25 100
than Offline store/Retail Outlet
On-line Shoppers Maintain Good 2 8 10 40 13 52 25 100
connection with Customers.
Sources of SS (Sum of d.f (Degree of MS (Means F- ratio 5% F-limit

Variation Squares) Freedom) Square ) (F- table)
B/W Sample 4.1135 3-1= 2 4.1335/2 0.1840
= 2.06675 2.0664/11.2314 (Computed)
Total Variance 157.24 15-1=14 157.24/14 = 0.1840 Table Value
= 11.2314 = 3.74
Hence Calculated value is 0.1840 which is less than table value = 3.74 @ 5% significance level and d.f
V1=2 V2= 14. So Null hypothesis rejected and alternative hypothesis accepted.
Social media impact on online shopping
Social media impact on online High (%) Moderate (%) Low (%) Total (%)
shopping
Informal communication Sites (e.g., 15 60 8 32 7 28 25 100
Face book, LinkedIn, My Space....)
Miniature writing for a blog (e.g., 10 40 10 40 5 20 25 100

Twitter, Friend Feed...)
Sight and sound Sharing (e.g., 15 60 5 20 5 20 25 100

YouTube, Flickr...)
Surveys and Opinions (e.g., Trip 10 40 10 40 5 20 25 100

Advisor, Yelp...)
Social Bookmarking (e.g., Digg, 15 60 5 20 5 20 25 100

StumbleUpon, Delicious...)

B/W Sample 112.9335 3-1= 2 112.9335/2
= 56.4467 56.4667/12.2381 4.61
= 4.61 (Computed)
Total Variance 171.3335 15-1=14 171.3335/14 Table Value
= 12.2381 = 3.74
Hence Calculated value is 4.61 which is more than table value = 3.74 @ 5% significance level and d.f
V1=2 V2= 14. So Null hypothesis reject and alternative hypothesis accept.
Consumer attitude towards Online shopping experiences

Consumer attitude towards Online High (%) Moderate (%) Low (%) Total (%)
shopping experiences
Reducing Waiting Time compare to 15 60 5 20 5 20 25 100
offline shopping.
Online shopping provide special day 12 48 8 32 5 20 25 100

offers to online shoppers
Online shopping offers discounts & 05 20 15 60 5 20 25 100

coupons while purchasing.
Advertising in media will impact on 12 48 7 28 6 24 25 100

online shopping
Comparative Analysis of Prices 08 32 12 48 5 20 25 100

B/W Sample 76.1335 3-1= 2 76.1335/2 2.6209
= 38.0667 38.0667/14.5238 (Computed)
= 14.5238 = 3.74
V1=2 V2= 14. So Null hypothesis accepted and alternative hypothesis reject.
Factors influencing the consumer attitude towards online shopping
Factors influencing the consumer High Moderate Low (%) Total (%)
attitude towards online shopping (%) (%)
Instruction capability 5 20 15 60 5 20 25 100
Occupation of the respondents will impact 15 60 5 20 5 20 25 100
on online shopping
Income and Family size influence the 16 64 5 20 4 16 25 100
consumers towards online shopping
Family Structure and Marital Status of 10 40 10 40 5 20 25 100
respondents influence the online shopping
Wellspring of data is a part of online 12 48 8 32 5 20 25 100
shopping influence.

B/W Sample 10.1449 3-1= 2 10.1449/2 0.3485
= 5.0724 5.0724/14.5532 (Computed)
= 14.5532 = 3.74
V1=2 V2= 14. So Null hypothesis accepted and alternative hypothesis reject.
Findings :-
1. It is seen that lion's share of the buyers favour the on the web shopping why since it offers items at
great quality.
2. It is seen that greater part of the customers acknowledged that items are accessible at sensible costs
with respect to quality.
3. . It is discovered that larger part of the shoppers concurs that on the web customer offers preferable
worth over disconnected store.
4. Greater part of the respondents in review region concurs that the on the web customers are keeping up
welcoming relationship with their buyers.
5. It is discovered that "there is a huge contrast between Age bunch regarding on the web buy fulfillment
of the respondents.
6. Sex of the respondents doesn't have huge impact on the purchaser fulfillment and outlining the
demeanour towards on the web shopping.
7. It tends to be seen that post alumni, under graduates are fulfilled doing internet shopping yet SSC or
underneath, recognition and respondents not having any conventional training respondents are impartial
assessment on internet shopping.
8. It very well may be seen that independently employed, business, experts, representatives, and
understudy's respondents are happy with their internet shopping.
9. It tends to be tracked down that solitary family size respondents are exceptionally happy with their
buys in on the web.
It is discovered that with the wellspring of data from News- papers, magazines and diaries, banners,
show sheets, TV, neighbor, web advertisements, companions, associates and SMS are happy with their
online buys.
Suggestions:-
1. It is vital for the B2C E-Commerce sites to keep a client touchy valuing system, to convey client the
best incentive for his cash.
2. The quantity of staff, their agreeable nature, and affable conduct to help the customers will lead the
store to better development and productivity.
3. online customers are encouraged to carry out a great scope of publicizing communication missions to
get more clients.
4. Best technique ought to be carried out so the online customers can get precise criticism from the
clients and about their experience in shopping and their significant ideas to improve the B2C site
execution for better shopping.
5. it is recommended to online customers to keep a data framework for creating SMS's and emails to the
clients on the offers accessible in the stores.
6. Online customers ought to have a concurrence with associations and different establishments and give
off markdown coupons to the representatives in different associations and foundations as workers are the
spine for the web-based shopping.
Conclusion:-
Web-based media assumes an essential part on purchaser buying choice in presently days, the online
customers keep up sincere relationship and up to date data with respect to the item types and their costs
through their web-based media channels to be looked after well. Whenever gave well, it brings rehashed
shoppers, great informal exchange and greater productivity Subsequently this examination has made it
conceivable to comprehend the shopper perspectives in more prominent profundity, explicitly concerning
internet shopping. Further, the discoveries of this examination can be utilized to improve in general
execution of the B2C E-Commerce sites.
Reference:-
1. Madasu Baskara Rao and M.Mallika Rao (2018) “ Factors Affecting Female Consumers Online
Buying Behaviour” Academy of Marketing Studies Journal Volume 22, Issue 2, PP:1-20.
2. N. Jamila Dani (2017) “A Study on Consumers Attitude Towards Online Shopping” International
Journal of Research in Management and Business Studies, Vol,4. Issue. (SPL 2) PP:42-46.
3. K. Balakrishna, S. Srinivas Rao and S. Manoj (2016) Consumer Attitude Towards Online Shopping
With Reference to Kakinada City, International Journal of Scientific Development and Research,
ISSN:2455-2631. Volume 1, Issue,9. PP:1-5.
4. Dr .V. Ranganathan et.al.,(2015) “Consumer Perception towards Online Study:An Analytical Study”
EPRA-International Journal of Economic and Business Review. Vol.3, Issue 12, PP:205-208.
5. Akbar, S. and James, T. P. (2014)”Consumer Attitude Towards Online Shopping : Factors influencing
employees of Crazy domains to shop online. Journal of Management and Marketing Research, Vol,4.
PP:1-11.
6. Kothari C.R. (2016) “Research Methodology”, Sultan Chand & Sons. Educational Publishers, New
Delhi.
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A STUDY ON CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING

Article in International Journal of Research in Marketing · February 2022

The user has requested enhancement of the downloaded file.

A STUDY ON CONSUMER BEHAVIOUR

Statement of The Problem

Scope of the Study

Objectives of the Study

Hypothesis of the Study

B) Sources of Data Collection:-

Limitations of the Study

Sl.No Particulars Mean SS SS Total Variance

Level of satisfaction about online shopping

Sources of SS (Sum of d.f (Degree of MS (Means F- ratio 5% F-limit

Miniature writing for a blog (e.g., 10 40 10 40 5 20 25 100

Sight and sound Sharing (e.g., 15 60 5 20 5 20 25 100

Surveys and Opinions (e.g., Trip 10 40 10 40 5 20 25 100

Social Bookmarking (e.g., Digg, 15 60 5 20 5 20 25 100

Sources of SS (Sum of d.f (Degree of MS (Means F- ratio 5% F-limit

Consumer attitude towards Online shopping experiences

Online shopping provide special day 12 48 8 32 5 20 25 100

Online shopping offers discounts & 05 20 15 60 5 20 25 100

Advertising in media will impact on 12 48 7 28 6 24 25 100

Comparative Analysis of Prices 08 32 12 48 5 20 25 100

Sources of SS (Sum of d.f (Degree of MS (Means F- ratio 5% F-limit

Sources of SS (Sum of d.f (Degree of MS (Means F- ratio 5% F-limit

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