International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

A STUDY ON CUSTOMER SATISFICATION TOWARDS

ONLINE SHOPPING WITH SPECIAL REFERNCE TO
SNAPDEAL

P.A.Monicka1*, S.Nitiya2, B.Srinithi3, V.Suganya4

1
Student, Department of Management Studies, S.T.E.T. School of Management, Sundarakottai,
Mannargudi, India
2
Student, Department of Management Studies, S.T.E.T. School of Management, Sundarakottai,
Mannargudi, India
3
Student, Department of Management Studies, S.T.E.T. School of Management, Sundarakottai,
Mannargudi, India
4
Student, Department of Management Studies, S.T.E.T. School of Management, Sundarakottai,
Mannargudi, India

Co-Author: D.Mamdha5
5
Assitance professor, Department of Management Studies, S.T.E.T. School of Management,
Sundarakottai, Mannargudi, India

Abstract

In the marketing, “the purpose of business is to create a customer”. Marketing is a function of

business concerned with the creation of a customer. This means that marketing is the essence of all
business. Creation of customer means the identification of the customer needs and organizing the
business to meet these needs for them. An effort has been made to investigate online consumer
satisfactions which in turn provide E-marketers with a constructional frame work for fine-tuning their E-
businesses strategies.

Keywords: Marketing, Customer satisfaction, online shopping.

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1. Introduction
Human wants are unlimited and repetitive in nature. Business activities aim at acquiring of
wealth, converting it in to desired forms and making the final product available for exchange for the
satisfactions of human wants. These activities fall under industry, commerce and trade. These three
branches have one common function, nearly THE EXCHANGE FUNCTION. This important and
powerful function is termed as marketing.
Now-a-days business around this world recognizes that, “THE CUSTOMER IS A KING”.
Knowing why and how people consume products helps marketers to understand how to improve existing
products. What types of products are required in the marketplace and so on?
The starting point for the discipline of marketing lies in human needs and wants. People need
food, air, water, clothing, and shelter to survive. People have a strong desire for recreation, education and
other activities. They have strong preferences for particular versions of basic goods and services.
Marketing is nothing but sales personnel usually do sell a product.
The objective of marketing is to maximize the consumption of a firm products or services.
However, the objective of marketing is to maximize customer satisfaction. The response is consistently
favorable or unfavorable manner with respect to a given object.
1.1. Meaning of Customer Satisfaction
Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services supplied by a company meets or surpass customer satisfaction.
Definition of Customer Satisfaction
The definition of customer satisfaction is a measure of how well products and services meet or
exceed the customer’s expectations.
1.2. Measures of Customer Satisfaction
 A satisfied customer stays a loyal customer.
 A satisfied customer is buys always more of the same brand as and when the company
upgrades its existing product lines.
 A satisfied customer is the immediate advertiser for the customer.
 A satisfied customer is fewer price-sensitive and pays less attention to competitors
offerings.
 A satisfied customer offers product and service ideas to the company.

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2. How to Measure Customer Satisfaction

2.1. Affecting measures
A consumer’s attitude towards a product can result from any product information or
experience whether preceded or legal.
2.2. Cognitive measure
Cognitive is defined as an appraisal or conclusion that products was useful (or not
useful), fit the situation (or did not fit) exceeded the requirements of the problem station.
2.3. Expectation measure
It influences our expectations and ability to evaluate quality values and the products or
services to meet our need.
2.4. Perceived quality measure
It is often measured through three measures overall quality perceived reliability and the
extent or which a product or service meet the customer.
2.5. Behavioral measure
It reflects there consumer’s expectance individuals associated with the intention to repeat
the experience.

3. Research Methodology
Research methodology is description, explanation and justification of various methods of
conducting research. The purpose of methodology is to describe the nature of the research design, the
sample plan and the data collection and analyzing of data.
3.1. Meaning
Research is a careful investigation or enquiry especially through search for new facts in any
branch of knowledge.
Definition
According to Emerge “Research as any organized enquiry designed and carried out it provides
information for a problem”.
3.2. Objectives
1) To find out customer satisfaction in buying clothes at online.
2) To analyze customer comfortability while de e-purchase.
3) To identify the influencing factor of the customers buying behavior at online shopping

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4) To know about the problem faced by the customer while online purchase.
5) To study the impact of online shopping in clothing.

4. Statistical Analysis
4.1. Percentage analysis
Percentage is used to describe relationship ratio of a current value to be value with the result
multiplied by 100.
Percentage of respondents = No. of respondents x 100
Total no. of respondents
4.2. Chi-square analysis
The test used in the analysis was chi-square test keel Pearson in 1990 developed a test for testing
the significance of disciplinary between experimental values and theoretical values obtained under same
theory or hypothesis, this test is known as chi-square test of goodness of fit.

(O-E)/E (O- Observed E- Expected frequency)

4.3. ANOVA
Anova is essentially a procedure for testing the different among and different group data
homogeneous.
Ss=Sum of sample
Ms=Mean of sample
F= Estimated of population variance based between variance
Estimated of population based on within sample

5. Review of Literature
Pauls. Golder (2006) defined, “A customer is any organization or individual with which you have
done business over the past twelve month”. Customer means the part to which the goods are to be
supplied or service rendered by the supplier provide definition for ‘customer’ upon two approaches, with
reference to loyalty, “ A customer is the person that assesses the quality of the offered products and
services” and on process oriented approach, “customer is a person or group that receives the work output.
Satifaction has been broadly defined Larva, T.G (2007) as a satisfactory post purchase experience
with product or services given an existing purchase expectation.

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Oliver (2008) the offered by hunt put forward a definition as “the summary psychological state
resulting when the emotion surrounding disconfirmed expectation is coupled with the customer. Prior
feelings about the consumption experience.
Customer / consumer satisfaction is “evaluation that the chosen alternative is consistent with prior
beliefs with respect to that customer.
The study conducted by Shivakumar(2012) showed that the customer, irrespective of income
group, was mainly influenced to purchase by the opinion of their member.

Table 1.Distribution of the Respondents Based On Income Level

S.NO Income Level No. of Respondents Percentage

1 Below 10000 20 21
2 10000 - 20000 36 38
3 20000 - 30000 23 24
4 Above 30000 16 17
TOTAL 95 100
Source Primary data

Inference
The above table shows that 38% of the respondent’s income lying between 10000 – 20000, 24%
of the respondents income lying between 20000 – 30000, 21% of the respondents are below 10000, and
17% of the respondents are above 30000.

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Figure 1. Distribution of the Respondents Are Based On Income Level

40
36%
35

30
PERCENTAGE

25
23%
20%
20
16%
15

10

0
Below 10000 10000 - 20000 20000 - 30000 Above 30000
INCOME

Table 2. Distribution of the Respondents Based On Amount Spending

S.No Amount Spend No. of Respondents Percentage

1 Below 1000 29 31
2 1000 - 5000 33 35
3 5000 - 10000 25 26
4 Above 10000 8 8
TOTAL 95 100
Source Primary Data

Inference
The above data shows 35% of the respondents spending lying between 1000 – 5000, 31% of the
respondents are spend below 1000, 26% of the respondents are spend lying between 5000 – 10000, and
8% of the respondents are spending above 10000.

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Figure 2. Distribution of the Respondents Based On Amount Spending

40

35 35%
31%
30
PERCENTAGE

26%
25

20

15

10 8%

0
Below 1000 1000 - 5000 5000 - 10000 Above 10000
AMOUNT SPEND

Table 3. Distribution of the Respondent Based On Residential Location

S.No Area No. of Respondents Percentage

1 City 25 26
2 Town 49 52
3 Village 21 22
TOTAL 95 100
Source Primary Data

Inference
The above table shows that 52% of the respondents are from town area, 26% of the respondents
are from city, and 22% of the respondents are from village area.

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Figure 3. Distribution of the Respondents Based On Residential Location

60

52%
50
PERCENTAGE

40

30
25%
22%
20

10

0
City Town Village
RESIDENTIAL LOCATION

Table 4. Distribution of the Respondent Based On Time of Delivery

S.No Time of Delivery No. of Respondents Percentage

1 Yes 52 55
2 No 43 45
TOTAL 95 100
Source Primary Data

Inference
The above data shows 55% of the respondents are received product at right time, and 45% of the
respondents are not receiving product at right time.

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Figure 5. Distribution of the Respondents Based On Time of Delivery

60
55%
50
45%
PERCENTAGE

40

30

20

10

0
Yes No
RIGHT TIME OF DELIVERY

Table 5. Association between Monthly Income and Amount Spend On Purchase

Null Hypothesis (Ho)

There is significant association between the monthly income and amount spend of purchase.

Alternative Hypothesis (Hs)

There is no significant association between the monthly income and amount spends for purchase

Amount spend
Statistical
Income Inference
Below 1000 - 5000 5000 - 10000 Above 10000
1000
Below 10000 10 6 4 0 C.V = 14.15
10000 – 20000 10 16 8 2 T.V= 16.91
20000 – 30000 7 10 3 3 TV>C.V
Above 30000 4 6 2 4

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Degree of freedom
= (c-10 (r-1)
= (4-1) (4-1)
= (3) (3)
=9

Inference
There is a significant association between monthly income and amount spends for purchase. The
null hypothesis is accepted hence the alternative hypothesis is rejected.

Table 6. One Way Analysis of Variance among Varies Resident Area of the
Respondents With Regards To Time of Delivery

Null Hypothesis (Ho)

There is no significant relationship between residential area and time of delivery of product.

Alternative Hypothesis (Ha)

There is a significant relation between residential area and time of delivery of product.

S.No Source of Sum of Degree of Mean of F - ratio Statistical

Sample sample Freedom square inference
1 Between 19 (4-1)=3 19/3=6.3 C.V=0.32
sample T.V=4.07
T.V>C.V

2 With 156 (12-4)=8 156/8=19.5 6.3/19.5=0.32 Significant

sample accepted

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Inference
There is no significant between the resident area and time of delivery. So., null hypothesis is
accepted. Hence, alternative hypothesis is rejected.

6. Findings
6.1. Finding related to socio demographic factors to the respondents
 Majority (49%) of the respondents are belongs to town area.
 Majority (36%) of the respondents belongs to the income level of 10000 – 20000.
6.2. Finding related to topic
 Majority (33%) of the respondents are spending amount in online purchase is 1000 – 5000.
 Majority (33%) of the respondents are influenced by home delivery to use e-purchase.

6.3. Finding related to Hypothesis

 There is a relationship between monthly income and customer amount spend for e-purchase.
 There is no relationship between residential area and time of delivery of a product.

7. Suggestions
 The company has to increase the awareness level of buyers through the advertisements.
The company has to increase the after sales and services of the product.
 One of the major drawbacks is that the respondents have felt is no proper returning policy to the
product. So the service provider should be guided in a proper way to return the product.
 As there are no proper laws for online purchases, they have to be implemented to prevent the
anonymous intruders.
 In rural area customer have no proper awareness about online purchase, so the service provider
should create the awareness among the customers.

8. Conclusion
This project work mainly aims to find out the customer satisfaction towards online shopping. This
report will help the company for promoting their product. The marketers should have a thorough
knowledge about their customer and their behavioral pattern than only they can satisfy their customer. As
a result the marketer will succeed and service efficiently in this present day competitive market.

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9. Bibliography
R.Srinivasan – Services Marketing 3rd Edition
(PHI learning private ltd)
Philip Kotler – Marketing Management 11th Edition
(Prentice-hall of India Pvt ltd)

C.R.Kothari – Research Methodology 2nd Edition

(New age international publishers)
Govind Apte – Service Marketing 15th Edition
(Oxford university press)

Website: www.studyon.com
www.marketing design.com

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