A

Project Report
On
“A STUDY ON ELECTRONICS COMMERCE AND
ELECTRONICS BUSINESS”
By
DOUNDE SHRIRAM PRASHANT

(Academic Year 2021-2022)

Submitted
To

Savitribai Phule Pune University

Bachelor of Business Administration
(International Business)
TYBBA IB
 Under the Guidance of
Prof. Prakash Vasal
Project Guide

At
PES’s Modern College of Arts, Commerce and Science,
(Business Administration Campus) Autonomous
Shivajinagar, Pune-411005.
March, 2022

2
 DECLARATION

I DOUNDE SHRIRAM PRASHANT student of

TYBBA-IB hereby declare that this report on
“ELECTRONIC COMMERCE AND ELECTRONIC
BUSINESS” conducted for the subject ‘ Research
Methodology’ is my original work. The information and
data given in this report is authentic to the best of my
knowledge.

Student’s Name: Dounde Shriram Prashant

Class: TYBBA-IB
Roll No.:8537
Place: Pune
Date: / /2022

3
 ACKINOWLEDGEMENT
I take this opportunity to express my profound gratitude
and deep regards to my guide Prof Prakash Vasal for her
exemplary guidance, monitoring and constant
encouragement throughout the course of this project. The
blessing, help and guidance given by them time to time
shall carry me a long way in the journey of life on which I
am about to embark.
I am thankful to Prof.(Dr) M.D.Alandikar, Vice Principal,
Modern College of Arts, Science & Commerce, Business
Administration Campus for his constant support and
guidance.
Last but not the least I would thank my family and friends
who have been my real motivators.

4
 INDEX
Chapter Page
Number Name of the Chapter
Number
1 Executive Summary 6

• Abstract 6

• Objectives of the Study 6

• Scope of Study 10
• Need of the Study 11
• Limitations of the Study 12

2 Company Profile / Organizational Profile 14

3 Research Methodology 18

4 Theoretical Concepts 25

5 Data Analysis & Interpretation 28

6 Learning of Students 39
(findings)
7 Contribution to Host Organization 41
(Suggestion / Recommendations)
8 Conclusion 42
9 References 44
10 Appendix 46

5
 1.Executive Summary

ABSTRACT :-

Electronic Commerce is process of doing business through

computer networks. A person sitting on his chair in front
of a computer can access all the facilities of the Internet
to buy or sell the products.
Unlike traditional commerce that is carried out physically
with effort of a person to go & get products, ecommerce
has made it easier for human to reduce physical work and
to save time. E-Commerce which was started in early
1990’s has taken a great leap in the world of computers,
but the fact that has hindered the growth of e-commerce
is security. Security is the challenge facing e-commerce
today & there is still a lot of advancement made in the field
of security.
The main advantage of e-commerce over traditional
commerce is the user can browse online shops, compare
prices and order merchandise sitting at home on their PC.
For increasing the use of e-commerce in developing
countries the B2B e-commerce is implemented for
improving access to global markets for firms in developing
countries. For a developing country advancement in the
field of e-commerce is essential. The research strategy
shows the importance of the e-commerce in developing
countries for business applications.

OBJECTIVES :-

6
• Manage Online Selling Costs In A
Strategic Way

When you start selling online, the investment

cost of starting and operating a business goes
down. However, with Builderfly, you can begin
your business absolutely free at zero cost
investment. By establishing an eCommerce store,
you literally need no physical presence of your
store and save on several fixed expenses – rent,
hiring, stock maintenance, and more. To manage
your eCommerce business effectively, all you
need is Builderfly’s one-stop management
dashboard that will allow you to do so. And by
having Builderfly in your corner, you get to start
an eCommerce store with zero investment. And
you get access to several in-house tools to run
your marketing campaigns and grow your
business online. Get started with Builderfly and
increase traffic to your online store for free!

• Establish Deeper Business

Relationships
Why stay limited to customers coming to your
shop from just one location or a city? Build an
eCommerce store with Builderfly to maximize
your reach, multiply your business relations to
any part of the world, and engage with every
user online. At Builderfly, we help you constantly
be in touch with your customers through your
eCommerce store, social media, and more. With
constant communication, you can deepen your

7
 relationship with your customer and enhance
your brand’s credibility. So boost your
relationship, expand your market, and sell more
build your online store with Builder fly!

• Provide a Unique Customer

Experience
Your eCommerce store offers the same level of
service to customers as you do to consumers
visiting your physical store. However, by using
Builderfly, you can customize a unique
experience for your customers and stand out
from the crowd. As a seller with Builderfly, you
must enhance your customer’s experience by
appealing to their tastes and preferences. Round-
the-clock customer service, immediate response
to your customer’s queries, and providing
engaging content to your customers win the deal
for you. Builderfly can help you do all this and
more!

• Identify The Right Target Audience

An eCommerce store in Builderfly will help you
target an audience that is genuinely interested in
buying your products. But how will you know
that? You can learn different parameters like age,
gender, income, and more by analyzing your
audience. With the help of these demographics,

8
 build your consumer persona and target
customer groups that are relevant to your
products. This data will also help you with future
product launches and establishing a long-term
marketing plan. For this, choose Builderfly to
access the right tools and do more with your
online business

• Make your eCommerce Website

Mobile Responsive
Want to rank your eCommerce store on Google
and showcase your product to a global audience?
Now you can build a responsive eCommerce store
with Builderfly to present your products more
appealingly to attract your customers on both
desktop and mobile. A mobile-friendly website
will help you earn more traffic to your site. You
must opt-in for marketing strategies and tactics
that can help you grow your business and set you
apart from your competition. Choose Builderfly to
help you create a responsive eCommerce store or
a native mobile app to grow your business and
optimize it. So, maximize sales and revenue with
a website compatible with all devices and a
perfect fit for all screen sizes.

• Improve Customer Loyalty

Every business strategy revolves around
customers. With Builderfly, you can make your
consumers your focus point and interact with
them to give them an incredible experience. This
allows you to manage your loyal customers and
generate new leads for your business. Ready to

9
 build your brand credibility to sell more and earn
more?

SCOPE :-

• Companies involved in e-commerce as either buyers

or sellers, rely on Internet based technologies, and
E-commerce applications and service to accomplish
marketing, discovering, transcations,processing and
product and customer service processing.

• For example, electronic commerce can include

interactive, marketing, ordering, payment, and
customer support process at E-commerce catalog
and auction sites on the WWW, extranet access of
inventory databases by customers and suppliers,
intranet access of customer relationship
management systems by sales and customer
collaborations in product development via E-mail and
internet newsgroup.

• Many companies today are participating in or

sponsoring three basic categories of electronic
commerce applications, businesses-to-consumers,
businesses-to-business and consumers-to-consumers
E-commerce. However, many e-commerce concepts
apply to such applications.

10
NEED OF STUDY :-

When it comes to today’s business platform, E-commerce

is a blazing commodity that is continually and diversely
modifying the idea of business operations.

The addition of an ‘E’ to any form of business has given

new dimensions to the hinge of the business world and
has also significantly impacted the Return on Investment
for enterprises.

Being one of the most widely accepted and critical

standards for information transposal, the business
industry today is seeking professionals with polished
proficiency on tactical electronic commerce and
capabilities and insight on the application of the

same in dynamic fields of business. Eminent studies

suggest that the incorporation of e-commerce is highly
essential for redefining the aim of business management
education and changing the way of how trade can be
carried out.

11
LIMITATIONS :-

• Lack of Personal Touch:

E-business lacks the personal touch. One cannot
touch or feel the product. So it is difficult for the
consumers to check the quality of a product. Also,
the human touch is missing as well. In the
traditional model, we have contact with the
salesperson. This lends it a touch of humanity and
credibility. It also builds trust with the customer.
An e-Business model will always miss out on such
attributes.

• Delivery Time:
The delivery of the products takes time. In
traditional business, you get the product as soon
as you buy it. But that doesn’t happen in online
business. This lag time often discourages
customers. However, e-businesses are trying to
resolve such issues by promising very limited
delivery times. For example, Amazon now assures
one-day delivery. This is an improvement but does
not resolve the issue completely

• Security Issues:
There are a lot of people who scam through online
business. Also, it is easier for hackers to get your
financial details. It has a few security and integrity

12
issues. This also causes distrust among potential
customers

13
 CHAPTER 2

COMPANY PROFILE
INTRODUCTION: -

In the emerging global economy, e-commerce and e-

business have increasingly become a necessary
component of business strategy and a strong catalyst for
economic development. The integration of information
and communications technology (ICT) in business has
revolutionized relationships within organizations and
those between and among organizations and individuals.
Specifically, the use of ICT in business has enhanced
productivity, encouraged greater customer participation,
and enabled mass customization, besides reducing costs.
With developments in the Internet and Web-based
technologies, distinctions between traditional markets
and the global electronic marketplace-such as business
capital size, among others-are gradually being narrowed
down. The name of the game is strategic positioning, the
ability of a company to determine emerging opportunities
and utilize the necessary human capital skills (such as
intellectual resources) to make the most of these
opportunities through an e-business strategy that is
simple, workable and practicable within the context of a
global information milieu and new economic
environment. With its effect of leveling the playing field,
e-commerce coupled with the appropriate strategy and
policy approach enables small and medium scale
enterprises to compete with large and capital-rich
businesses. On another plane, developing countries are
given increased access to the global marketplace, where

14
they compete with and complement the more developed
economies. Most, if not all, developing countries are
already participating in e-commerce, either as sellers or
buyers. However, to facilitate e-commerce growth in
these countries, the relatively underdeveloped
information infrastructure must be improved. Among the
areas for policy intervention are:
● High Internet access costs, including connection service
fees, communication fees, and hosting charges for
websites with sufficient bandwidth;
● Limited availability of credit cards and a nationwide
credit card system;
● Underdeveloped transportation infrastructure resulting
in slow and uncertain delivery of goods and services;
● Network security problems and insufficient security
safeguards;
● Lack of skilled human resources and key technologies
(i.e., inadequate professional IT workforce);
● Content restriction on national security and other public
policy grounds, which greatly affect business in the field
of information services, such as the media and
entertainment sectors;
● Cross-border issues, such as the recognition of
transactions under laws of other ASEAN member-
countries, certification services, improvement of delivery
methods and customs facilitation; and
● The relatively low cost of labor, which implies that a
shift to a comparatively capital intensive solution
(including investments on the improvement of the
physical and network infrastructure) is not apparent. 6 It
is recognized that in the Information Age, Internet
commerce is a powerful tool in the economic growth of
developing countries. While there are indications of
ecommerce patronage among large firms in developing
countries, there seems to be little and negligible use of

15
the Internet for commerce among small and medium
sized firms. E-commerce promises better business for
SMEs and sustainable economic development for
developing countries. However, this is premised on
strong political will and good governance, as well as on a
responsible and supportive private sector within an
effective policy framework. This primer seeks to provide
policy guidelines toward this end. I. CONCEPTS AND
DEFINITIONS

I. CONCEPTS AND DEFINITIONS

What is e-commerce? Electronic commerce or e-
commerce refers to a wide range of online
business activities for products and services.1 It
also pertains to “any form of business transaction
in which the parties interact electronically rather
than by physical exchanges or direct physical
contact.”2 E-commerce is usually associated with
buying and selling over the Internet, or conducting
any transaction involving the transfer of ownership
or rights to use goods or services through a
computer-mediated network.3 Though popular,
this definition is not comprehensive enough to
capture recent developments in this new and
revolutionary business phenomenon. A more
complete definition is: E-commerce is the use of
electronic communications and digital information
processing technology in business transactions to
create, transform, and redefine relationships for
value creation between or among organizations,
and between organizations and individuals. 4
International Data Corp (IDC) estimates the value

16
of global e-commerce in 2000 at US$350.38
billion. This is projected to climb to as high as
US$3.14 trillion by 2004. IDC also predicts an
increase in Asia’s percentage share in worldwide e-
commerce revenue from 5% in 2000 to 10% in
2004 (See Figure 1).

17
 CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY:
E-commerce is a technology product that has been
successfully accepted by the
public. The internet revolution has led to the
advancement of online business
throughout the world
[1]. E-commerce allows consumers to shop online easily,
anytime,
using a secure payment system; furthermore, trust in
online store sites is very important
for consumers
[2]. The relatively easy deployment and use of the
internet and other 88
International Journal of Electronic Commerce Studies
technological support enable e-commerce to grow
exponentially due to reduced costs,
increased efficiency, and improved customer service
[3] [1]
[4]. Ease of access in
shopping is in line with the ease of customers to compare
products and switch to other
e-commerce. This ease has the effect of shifting
competition patterns and e-commerce
sustainability
[5][6]. E-commerce increases the availability of
information, not only for
consumers but also for competitors where they can
identify and improve product
innovation. As such, the Internet itself is changing
traditional business rules and

18
forming new ways to compete for
[7][1]. The growth of e-commerce is increasingly
supported by the internet revolution [8][9]. From 2014
to 2019 e-commerce has grown
by 30% and will continue to grow in predictions until
2023
[8][9]. In line with market
acceptance of e-commerce, practitioners, and
researchers explore more deeply about e-
commerce
[10] [11]. Complementing the journey of e-
commerce, scientists have
contributed to providing solutions to e-commerce
problems through various theories of
technology acceptance. This phenomenon is increasingly
interesting with the evolution
of theories that signify the dynamics of e-commerce. This
theory is adapted to be able
to provide answers to problems that change over
time. Various studies in leading
journals discuss e-commerce and the theory of
technology adoption. E-commerce
offers many conveniences for its users [2]. Lots of
successful e-commerce news like
Amazon, Ali Baba, eBay, Jingdong
[12], but that does not mean there is no e-commerce
failure. In fact, many e-commerce sites must be closed
because they cannot survive
[13][14]. On the other hand, there is e-commerce
success, but the results are not as
much as expected [10]. Forbes Magazine released a
factor that caused start-up failure
[15] among them is the decrease in the intensity of use
that causes e-commerce is not
sustainable.

19
Given the importance of the issue of sustainability as an
impact of e-commerce
competition, there is a need to know trends in the
factors that support e-commerce
acceptance. This study aims to classify the journey of
technology acceptance in e-
commerce so that it can show the driving factors for the
acceptance of e-commerce in
the future. Formulating the right strategy in accordance
with the factors driving the
acceptance of e-commerce can increase the sustainability
of e-commerce
[16]. This study uses a literature review approach to the
use of UTAUT theory in e-commerce. In
general, this literature review study discusses the Post
Acceptance phase, in the latest
form of e-commerce evolution (B2b B2C, etc.). Reference
selection is limited to the
1995-2019 range with a focus on the intensity of use so
that the sustainability of e-
commerce is maintained. The 1995 election with the
consideration of the introduction
of e-commerce such as Amazon and eBay
[17][18]. In the end, the development trend
of technology acceptance theory towards e-commerce
can be confirmed through the
factors offered for the development of technology
acceptance theory.

20
 Time range journal

1995 - 2019 Google scholar | emerald | mdpi |

IEEE | springer | sciendirect

E - commerce
clasification Topic
determination

“e - commerce” |
ecommerce | ‘electronic
commerce’ | ‘electronic Intention & Sustainable
market’ | ‘digital
commerce’ | ‘digital
market’

Theory
classification

exception

TRA – TPB – TAM - UTAUT

Mobile commerce
| smartphone analysis

Figure 1. Methodology

RESEARCH:
The process of searching e-commerce literature began in
1995 since e-commerce began to be introduced [17],
[18]. The search in this study uses Google Scholar
using the keywords "e-commerce" or "e-commerce",
"digital market", "online trading", "electronic market",
"sustainable", "intention". E-commerce research field

21
with publication time 1995 - 2019. The Election in
1995 with the assumption that Amazon as the pioneer
of e-commerce was first introduced. First, article
search uses the google scholar site. The search
focuses on e-commerce, not on the device used. This
research uses leading journal sources including
ScienceDirect, Springer, IEEE, Emerald, and MDPI.
The stages of classifying the literature in this study
can be illustrated in Figure 1. research focuses on the
e-commerce of consumer goods (such as clothing, cell
phones, general household goods, equipment, etc.).
But not factory equipment items such as boilers,
machinery, mechanics, dangerous goods, etc. This
research does not discuss the use of certain devices.
Furthermore, the classification of articles is focused on
certain topics, namely intensity, and sustainability.
This is in line with increasing competition in e-
commerce. Intensity and sustainability become
interesting topics to be studied as management
efforts to maintain e-commerce [2][19][20].
Furthermore, the classification is based on the theory
of technology adoption that has been developed by
scientists since the 1970s. This classification of
research is called using the basic theory of technology
acceptance theory. In general, the theories presented
in this study are TRA, TPB, TAM, and UTAUT. Figure 2
shows an evaluation of the theory of technology
adoption used in this study. A more in-depth study
was carried out on UTAUT theory as the latest theory
which currently combines previous theory.
Furthermore, the variable classification is used to
answer the problem raised in each article.
Classification of literature reviews (topics of intensity
and sustainability, the theory of technology adoption)
is sought based on the keywords in the article and

22
 then an analysis is carried out to determine the
suitability of the contents of the article with the
classification needed. The analysis is carried out to
find new variables and key variables that appear to
complement the use of theory in answering problems
in research that might not be answered based on
existing variables.

RESEARCH APPROACH:

Based on the classification of e-commerce articles from

various leading journals on the topic of intensity and
sustainability there is a mapping theory used. Although it
does not adopt the theory purely, sometimes variables,
and other factors are added, it can be concluded that
TAM is the theory most often used in research. The
“trust” trend appears with many quotes, this answers the
evolution of e-commerce developments in previous
research [10] that “trust” trends are present in e-
commerce. Some promising research topics from this
study include (1) the need to further investigate the
relationship between variables in technological adoption
theory such as exogenous, endogenous, and mediating
variables. Some studies place different acceptance theory
variables such as exogenous, endogenous, and
intermediate variables. In pure acceptance theory, all key
variables are placed as the same variable. Further
research is needed to reveal differences in the placement
of these variables. (2) the gap between the theory and

23
the existing problem. Changes in variables from the
original theory indicate that the variables in the theory
are not enough to answer the research problem; (3)
addition of variables outside the theory that appear
consistently in the solution of research problems. Further
research is needed to test the dominance of additional
variables that appear in the research problem. This is
indicated by the appearance of the same and continuous
variables in several papers such as the "Trust" variable;
(4) further studies need to be carried out on the variation
of variables coming from the same group in many e-
commerce papers such as several variables from the
domain of technical dimensions; (5) further study is
needed to propose a new model with the addition of the
Engineering dimension to the existing theory. Technology
collaboration and human acceptance began in several
recent studies [47][48][49][50][16][70] but with a little
literature. Further studies need to be done to get
comprehensive results from further studies. Table 3
presents a mapping of future research topics. Along with
refinements and criticisms of previous behavioral
theories, it is noted that the evolution of the theory took
place since the 1970s. Some theories raised in this study
and its evolution include TRA in 1967[30], which was
refined into the theory of planned behavior (TPB) in 1985
[32], then the technology acceptance model (TAM) in
1989 [31] and finally, the 2003 integrated theory of
technology acceptance and use (UTAUT) [33]. The
correction of 98 International Journal of Electronic
Commerce Studies theory and the discovery of new
theories may be carried out as a continuation of this
literature study.

24
 CHAPTER 4

THEORETICAL CONCEPTS

THEORETICAL CONCEPT :-

One of the most significant trends in the past decades is

the growing use of the Internet and communication
technologies (ICT). Internet and associated technologies
have a major impact on the way organizations conduct
business. Internet technologies and e business provide
new opportunities for companies to compete in the global
market and play a major role in the world’s economy.
Despite the significant studies in the field of e-business, it
requires more comprehensive analysis in exploring e-
business competitiveness and indicators which enable to
measure e-business competitive capacities. The paper
aims to develop a theoretical framework of e-business
competitiveness. After analysis of e- business diversity,
conceptual model illustrating the competitiveness of e-
commerce as one of the most important activities of e-
business is presented. This model includes four different
but interrelated levels of analysis: company level,
industry level, country level, and global level.

25
This study, the theoretical literature in the field of e-
commerce and its implications for future research in this
area provided. In this article, e-commerce subject is
defined in terms of the history, advantages, limitations,
causes entry into e-commerce, e-commercial value and
... E-commerce implementation challenges and solutions

26
are expressed in Iran. This paper aims to contribute to a
range of students, researchers and policy makers who
are interested in earn more information about
Ecommerce. Keywords:E-Commerce, Strategic objectives
of e-commerce, Wireless electronic

Categories of e-business based on type of trading partners

B2C C2B C2C B2B G2C C2G G2G E2E OU20U

Categories of e-business according to the type of activities

commerce Business Supply chain Customer Enterprise management relationship services recruitment
intelligence resource marketing management planning

Education Entertainment Health

services Other Publishing Letter Financial
professional delivering services
servuces

27
 CHAPTER 5

DATA ANALYSIS

28
DATA ANALYSIS & INTERPRETATION
1. 1. ROLE OF PACKAGING IN ONLINE WORLD In the
ever increasing competition of today s e-commerce
market the need for effective product promotion is
crucial. In this environment the product packaging
has come to play a more important role as a brand
communication vehicle. This report focuses on
packaging opportunities that may help to increase
the customer satisfaction and sales of the product.
Packaging has a vital role to play in protecting the
product as it moves through the supply chain to the
consumer. Although the idea of this research was to
distinguish the differences between physical
packaging for real shopping and virtual packaging for
internet shopping. The role of packaging is changing
in an online world, and how it links to conventional
retail purchase behaviors is shifting. The greatest
change is occurring at the post-purchase stage of the
online experience, challenging the conventional
wisdom of creating a consistent brand experience.
2. 2. It is generally accepted that the packaging of
products is the medium between consumers and
products. The packaging of products is an effective
tool for marketing in real shops with Pilditch saying
that packaging is the “silent salesman”. The study
identified that once the purchase is completed, the
role of packaging changes dramatically and its
primary purpose is to protect the product during
shipment. We have identified the receipt of the
shipping package to customers as a new moment of
truth to which marketers need to pay greater
attention. On the most basic dimension, it is
ensuring that the shipping carton properly protects
the goods during transportation. However, on a

29
 greater dimension, it is an opportunity for
organizations to convert this functional need to one
that provides a unique and own able experience that
builds affinity for the online service provider or
branded product. For now, marketers can take great
comfort in knowing that shoppers continue to rely on
packaging to make the right selection prior to and
during the online purchase process. The ability to
leverage pre-established relationships with the brand
via conventional retail channels of distribution
remains important factors in the selection process.
Packaging graphics are currently the link of
familiarity between the offline and online world.
However, with the continued growth of online sales,
having a prior offline experience with the brand is
becoming less relevant Never before has the role of
the packaging of a product been more in focus, not
only from a sustainability perspective but also in
terms of branding impact and as an integrated part
of the customer experience when buying and
consuming the product. The functionality and design
of the future packaging for premium products will
have demands on applications and/or devices to
protect against counterfeit and copying adding new
aspects to the concept of shelf impact. Another area
of importance from a consumer perspective is to
guarantee that the package has not been opened
and the content tampered with, why we will see
more of packages with tamperproof devices in the
future.
3. 3. The growth of online sales? Much has been written
and researched regarding online sales. The hysteria
of the ’90s that predicted the downfall of
conventional retailing has been replaced with fact-
based proof that retail is here to stay and prosper.

30
 The reality that came to light in the turn of this
century clearly identified that web commerce and
retail sales would prosper together as they both
complemented the needs of shoppers on their quest
for finding the best value and selection. Today,
online sales in India market grew by 88 percent in
2013 to USD $16 billion. India’s Internet base, as of
August 2013, was at 150 million users, representing
about 10 percent of the country’s total population.
Irrespective of online sales’ meteoric growth in the
past ten years, it still only represents four percent of
total sales. Based on a 2010 U.S. Census online
commerce report, this growth was predominantly
generated from the sales of music, electronics,
computer software, books/magazines and clothing.
You could argue that some of the growth is a natural
transition for the technology and service industries
as they move to a digital world. Graph 1. The growth
of online sales 0% 5% 10% 15% 20% 25% 30%
35% 40% 45% Books Airline ticket/reservation
Tours/Hotel Reservation Event Tickets
Videos/DVDs/Games Music Toys/Dolls Flowers Baby
Supplies Sports Memorabilia Others
4. 4. Consumer Packages Goods (CPG) growth of
online Not only have the sales of fashion, reading
and electronic products shifted to a significant
portion of online sales, CPG companies have seen a
growth of their products. In 2010 sales of consumer
package goods online grew to $12 billion or two
percent of total online sales and are anticipated to
reach $16 billion by 2012, a 25 percent increase,
outpacing total online sales growth. Based on a
Forrester and Barclays study, they anticipate growth
rates of 10 to 14 percent for the key CPG categories
of pets, food/beverage and personal care. This

31
 growth has not gone unnoticed as companies such as
P&G have seen their online purchases now
accounting for one percent of their total sales. This
has driven the growth of package good companies in
creating online e-retailing platforms to capture this
drive for convenience, choice, and now with
electronic coupons, value. The rise of digital has also
greatly impacted shopping behavior with nine
percent of U.S. households currently buying CPG
online and this number is anticipated to rise to 21
percent by 2020. Consumers who buy online tend to
buy larger basket size ($80 online versus $30 offline)
and for CPG companies, it is a platform to build
stronger brand loyalty, establish a direct dialogue
with their loyal customers and more importantly,
help shift the balance of power between retailers and
manufacturers. For retailers, this shift can be
concerning as a recent Nielsen study identified that
buyers are reducing offline trips and stocking up
online. CPG manufacturers are provided a strong
online presence through sites such as Alice which
allow a convenient and efficient way for consumers
to shop from a wide range of offerings. For most
online websites, the use of packaging is fairly
consistent, depicted by the face panel with
supporting copy identifying the product
features/claims and retail selling prices. In most
instances, sites we audited featured the ability to
magnify the hero shot, making it easier for shoppers
to recognize specific packaging features and product
claims.
5. 5. Getting in line with online shopping The practice
of purchasing products online has affected
packaging-appearance, structure, messaging and
more. However, research and expert opinion reflects

32
there still exists a need for packaging companies to
understand the differences-and those differences
may not be as broad as one might think. Dale Doyle,
creative director of brand/design consultancy firm
Landor Associates, says understanding how
packaging and online consumer behavior interrelate
is key, and it presents a number of opportunities for
brand owners. "Online shopping is a huge behavior
change for the consumer, and I believe we're still in
the infancy stage of figuring out how best to
communicate the brands we develop to the
consumer via the Internet," he says. "We need to
work harder to communicate our story, not only on-
pack, but the space around the package on the site."
In November 2011, brand/design consulting firm
Shikatani Lacroix released "Packaging in an online
world," a white paper that examined how packaging
influences consumer behavior (and vice versa) as it
relates to shopping via the web. Among the findings
related in the document: • A number of factors can
influence whether or not shoppers seriously consider
or purchase a product. Among the most important
reasons: getting a view the actual product
packaging, knowing the product's packaging will
protect it during shipping and knowing the product
packaging presented online communicates precisely
what they'll be getting when they open the container
at home. • Receiving the same packaging at home
that one would find in a retail store is more
important in certain categories than others. When
asked how important it was to have the product
arrive in the customer's home in the same packaging
seen in the post purchase, the CPG categories that
ranked highest were pharmaceuticals (36.2 percent)
and groceries (35.8 percent). • Shoppers often

33
 prefer that the packaging of products purchased
online be the same as it would be if they purchased
the item in the store. The level of their preference
varies by category Also, according to Jean-Pierre
Lacroix, president of Shikatani Lacroix, purchasing
branded packed products indicates strengthened
shopper loyalty. The research outlined in
6. 6. "Packaging in an online world" reflects that online
shoppers are as much as 15 percent more brand
loyal than shoppers walking retail aisles. "Online
purchases have become ritualistic as consumers
migrate from retail stores to online experiences as
they become familiar with brands, making it harder
to switch consumers once they have purchased a
brand online," he says. "Packaging in both online and
retail share the need to scan a wide range of
products and the need to connect in the blink of the
eye remains critical. Online shopping has the benefit
of not having cluttered shelves, giving each product
greater differentiation. However, due to the
resolution size, online packaging messaging needs to
be simpler as much of the mandatory copy is hard to
read online." Doyle points out that the practice of
shopping online is a different experience than retail
browsing for a number of key reasons. First, he
points out, consumers typically will connect with a
product and brand for a longer span of time when
sitting at home in front of a computer than when
standing in a store. Also, brands have the option of
leaving off all the legally required messaging that
must appear on a pack sold in a store, leaving more
room and freedom for incorporating graphics and
text that further enhance the brand. Also, brand
owners have more leeway to present the package
graphically, as opposed to how the retailer opts.

34
 "The beauty of the online environment affords the
opportunity to put the package in context of a visual
environment, as opposed to a cold, dull shelf, which
helps with visual appeal," Doyle says. It is important
to grasp that when it comes to understanding the
relationship between packaging and online shopping,
conventional wisdom on consumer behavior can be
off the mark. In January, PricewaterhouseCoopers
(PwC) released "Demystifying the online shopper: 10
myths of multichannel retailing," a report that
examines common misunderstandings of consumer
behaviors and trends. According to PwC principal Ron
Klein, one such misunderstanding is that online sales
are sapping retail registers. "There's a sense that
online retail is cannibalizing retail sales," Klein says.
"However, data shows that customers connect with
brands in stores, and they are often likely to spend
more money with that brand in that store."
7. 7. Klein pointed out retail shoppers still can interact
with the products they're seeing on shelves online.
With smartphones and other digital devices, they can
connect directly with the brand, learn deeper
information about a product, price the item and find
about offers-all while still in the store. The 10 myths
outlined in the PwC report are: • Social media will
become an indispensible retail channel. • In the
future, stores will be mere showrooms. • Tablets will
overtake PCs as preferred shopping devices. • As the
world gets smaller, global consumers will become
more alike. • Global online-only retailers like Amazon
will always have an advantage over domestic online-
only companies. • Online retail is cannibalizing sales
in other channels. • Low price is the main driver of
customer spending at their favorite retailers. Lacroix
says that despite the changes that online shopping

35
 have created in consumer behavior, the shift has not
motivated CPGs to dramatically change their
packaging overall, adding that there are opportunites
in that arena such firms could take advantage of.
"CPG companies need to view online retailers such as
Amazon as their own class of trade more closely
aligned to Cosco or Sam's Club where the product
formats and basket sizes are larger," he says. "This
provides a great platform to offer multipacks that
take customers out of the market longer." Lacroix
points out that Amazon and other online retailers are
offering branded secondary/shipping packaging.
However, Shikatani Lacroix research indicates that
the protective function of packaging in the shipping
process tends to trump branding or other more
conventional package design merchandising
principles. As with retail shopping, online shopped
packages take sustainability into account. According
to Doyle, the environmental friendliness of a product
(tempered by cost) is important. "Sustainability will
continue to be an important aspect of packaging,
both online and in- store for the near and far future,"
he says. "Cost plays a key role in how much
companies are willing to invest and still be
profitable."
8. 8. Lacroix adds that while packaging companies and
brands are seeing slimmed-down packaging,
including with online products, packaging won't be
disappearing completely anytime soon. "We will
always need packaging graphics to effectively
communicate the products point of difference," he
says. "However, there will be a shift to the type of
packaging structures that consumers will accept once
delivered to their homes. This shift will be driven by
a familiarity of what to expect once the product is

36
delivered in addition to pressure by municipalities to
reduce landfill cost. Our research has shown that the
physical package primary purpose is protection
followed by ensuring the product purchased online
matches the product delivered. This will drive a
rethinking of secondary packaging." Lacroix says
packaging plays a larger role of influence in some
categories than others. For example, research
indicates that when products are purchased as gifts
(such as perfume, gourmet chocolates or other
items), consumer behavior indicated packaging plays
a more functional role. Lauren Licata, interactive
marketing specialist with branding and design firm
Kaleidoscope, says designing packaging that
performs well online requires starting with the right
questions. "When a brand comes to us with a
package design project, it's always important to
understand the environment where the product will
be sold," she says. "In a retail environment, for
example, it's crucial that the package graphically
communicates, ‘Who am I?' and, ‘Why am I right for
you?' in order to encourage purchase at shelf. The
package structure, on the other hand, may need to
provide protection or even act as a delivery system."
Doyle says that customized and custom-look
packaging can appeal to online shoppers. His firm
recently partnered with Stride, a Kraft Foods brand,
on iD Gum, which features strong, striking graphics.
"There are 18 unique illustrations over three
different flavors that will shift as the brand grows,
keeping the brand engaging and fresh," he says.
Such graphics present strongly online, which can
help convince Internet shoppers to buy. Licata adds
that graphics are important to online shoppers, but

37
influence on consumer behavior doesn't stop with a
pretty package.

38
 CHAPTER 6

FINDINGS
E-commerce/e-business has been developing at a
tremendous pace over the past few years — indeed, since
the creation of the NASDAQ index, e-business has
become one of the most widely-discussed and rapidly-
growing parts of the business world. New types of
businesses are evolving within this New Economy and,
with them, new business models (or modified versions of
traditional business models) are being created to cater
for the new business activities and new transactions
which are taking place. Education, too, is undergoing
significant changes. The increasing demand for skilled
and experienced IT people with both technical and
creative skills has combined with an already serious pre-
existing shortage of staff having such qualifications to
produce an almost insatiable demand for training at all
levels — post-graduate, under-graduate and technical.
Universities, many of which are in any case under
pressure to bring in industry funding to fill the gap left by
lower levels of government support, are responding by
developing specialist subjects, degrees and diplomas at
under-graduate and, particularly, at graduate level. The
rate of development and the reactive nature of many of
these offerings, however, suggest that what is occurring
is not so much an exercise in pedagogy as a marketing
activity. Over the past two years, the rate at which e-
commerce/e-business university programs have been
introduced around the world has escalated dramatically.
This chapter looks at the underlying issues prompting
universities to engage in this flurry of new
program/course creation. We make use of some

39
preliminary statistics gathered in the Asia-Pacific region
to suggest that what is actually taking place is new
product development, rather than new program
development; and then consider the implications of this
marketing-based approach to degree/ program/course
creation.

40
 CHAPTER 7

RECOMMENDATIONS
RECOMMENDATIONS :-

Recommender systems are being used by an ever-

increasing number of E-commerce sites to help
consumers find products to purchase. What started as a
novelty has turned into a serious business tool.
Recommender systems use product knowledge – either
hand-coded knowledge provided by experts or “mined”
knowledge learned from the behavior of consumers – to
guide consumers through the often-overwhelming task of
locating products they will like. In this article we present
an explanation of how recommender systems are related
to some traditional database analysis techniques. We
examine how recommender systems help E-commerce
sites increase sales and analyze the recommender
systems at six market-leading sites. Based on these
examples, we create a taxonomy of recommender
systems, including the inputs required from the
consumers, the additional knowledge required from the
database, the ways the recommendations are presented
to consumers, the technologies used to create the
recommendations, and the level of personalization of the
recommendations. We identify five commonly used E-
commerce recommender application models, describe
several open research problems in the field of
recommender systems, and examine privacy implications
of recommender systems technology.

41
 CHAPTER 8

CONCLUSION

This research has explored trends in e-commerce

acceptance theory between 1995 and 2019 from some of
the world's leading journals such as Emerald,
ScienceDirect, IEEE, and others. The evolution of
acceptance theories with changes in various driving
factors, due to new problems that are not accommodated
in existing theories. This study reveals that there are
changes in the factors driving success in e-commerce
acceptance. This study uses a literature review approach
with data restrictions starting in 1995 with the
assumption that e-commerce introduced at that year
such as Amazon and eBay [17][18]. The grouping of
variables used from various studies shows the trend of
changing factors from the original theory of technology
acceptance. This study reveals the continued use of the
same additional variables in several papers such as the
variable "Trust" and others. On the other hand, this study
revealed a change in the "trust" factor in the acceptance
of e-commerce based on phases. The initial phase of e-
commerce is the introduction to the community with
efforts to ensure the existence of e-commerce. "Trust" is
an important factor in accepting e-commerce as an
alternative to buying and selling after a physical store.
Over time and the maturity of e-commerce, the
convincing stage of people from e-commerce has
finished. "Trust" is an inherent part of the system.
Naturally, e-commerce that does not get public trust will
not last until now. However, further research needs to be

42
done to uncover the relevance of using the variable
"Trust" as an independent variable in e-commerce.
"Trust" is embedded in the system and “Trust” is a factor
that influences e-commerce transactions [67] [10] open
research space to uncover the reliability of trust variables
in current e-commerce. This study proposes additional
technical dimension variables in technology acceptance.
This is in line with the use of the Technical dimension
which continues to be used in various studies. The
suitability of the user interface and user experience is
one of the reasons for reusing systems and tools for e-
commerce in asserting their identity and characteristics.
The choice of user experience is very dependent on the
segment chosen, about the behavior of the segment and
various other psychological approaches. More in-depth
research is needed in discussions about User Experience
that ultimately determines User Interface [68]. Further
research is needed to confirm the possibility of a new
model by adding these variables to the existing
acceptance theory. This study contributes references to
the development of technology acceptance theory in
ecommerce. Although there may still be other
perspectives that have not been accommodated in this
study, it is hoped that the results of this study can add
references to the sustainability of e-commerce. Some
proposed factors that support the acceptance of e-
commerce technology are expected to add insight to the
determination of ecommerce strategies in the futur

43
 CHAPTER 9

REFERENCE
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44
Zaheri, M. (2002).Comprehensive information systems
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45
BIBLIOGRAPHY :-

• E-commerce Bibliography (academic and news articles)

• Books (mostly textbooks)
• E-commerce Centers and Institues
• Academic Programs in E-commerce
• E-commerce journals, news and other resources

CHAPTER 10

APPENDIX

46
Appendix
Sales Forecast

Sales

Clothing 0% $0 $8,000 $10,000 $21,000 $24,000 $26,000 $17,000 $25,000 $30,000 $3

Shoes 0% $0 $3,000 $3,350 $5,000 $8,000 $11,000 $14,000 $16,000 $24,000 $2

Products 0% $0 $1,500 $1,800 $2,000 $4,000 $6,000 $5,000 $7,000 $13,000 $4

Total $0 $12,500 $15,150 $28,000 $36,000 $43,000 $36,000 $48,000 $67,000 $5

Sales

Direct Month Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9
Cost of 1
Sales

Clothing $0 $3,000 $4,000 $5,000 $6,000 $7,000 $5,000 $7,000 $10,000 $1

Shoes $0 $1,000 $1,200 $1,000 $1,500 $2,000 $3,000 $4,000 $5,200 $2

Products $0 $400 $500 $600 $1,000 $1,500 $1,250 $1,800 $2,000 $8

Subtotal $0 $4,400 $5,700 $6,600 $8,500 $10,500 $9,250 $12,800 $17,200 $1

Direct
Cost of
Sales

47
48