Heenakausar Final Project

Balwant College, Vita M.
com II
A
Project Report On
A STUDY OF ONLINE SHOPPING BEHAVIOUR OF E-SHOPPERS

IN VITA CITY
SUBMITTED TO THE
SHIVAJI UNIVERSITY KOLHAPUR
FOR THE AWARD OF DEGREE OF
MASTER OF COMMERCE
SUBMITTED BY
MISS. PANWALE HEENAKAUSAR QAMRUDDIN
UNDER THE GUIDANCE OF
MR.U.D. DABADE
ASSISTANT PROFESSOR,
[M.COM, M.PHIL, SET, GDC&A, Ph.D. (Appeared)]
THROUGH
THE PRINCIPAL
BALWANT COLLEGE VITA
DIST-SANGLI
YEAR- 2020-2021
Shivaji University, Kolhapur

Balwant College, Vita M.com II
DECLARATION
I the undersigned Miss. Panwale Heenakausar Qamruddin hereby declared the project
report entitled “A study of online shopping behaviour of e-shoppers in vita city.” Is my original
work and submitted to Shivaji University Kolhapur for M.com Degree course. I also hereby
declared that this project report has not been submitted to any other university or institution for
the award of any Degree or Diploma.
Place – Vita
Date-
Miss. Panwale Heenakausar Qamruddin

GUIDE CERTIFICATE
This is to certify that the project report entitled “A study of online shopping behaviour
of e-shoppers in vita city” submitted for the award of Master of Commerce degree to the
Shivaji University, Kolhapur is the result of original research work done by Miss. Panwale
Heenakausar Qamruddin under my guidance. I am fully satisfied with it. This work has not been
previously submitted for award of any degree or diploma to the university.
Place- Vita
Date-
MR.U.D. DABADE
ASSISTANT PROFESSOR,
[Project Guide]

INSTITUTE RECOMMENDATION
This is to certify that Miss. Panwale Heenakausar Qamruddin a student studying in

M.Com-II. She has completed project report titled “A study of online shopping behaviour of e-
shoppers in vita city”. Under the guidance of Mr.U.D.Dabade. Satisfactorily and submitted to
Shivaji University, Kolhapur for partial fulfilment of the requirement of the award of Degree of
Master of Commerce. The matter presented in the project report has not been submitted earlier.
Place- Vita
Date –
Dr.R.S. More
Principal

ACKNOWLEDGMENT
I wish to express my gratitude to those who have contributed their efforts and time for
helping me to complete this project report successfully.
I am grateful to my project guide Mr.U.D.Dabade for valuable guidance and
timely suggestions for completing the project work in time.
I am also grateful to Dr.More.R.S principal of Balwant College, Vita and all staff
of Commerce and management department for their constant help and support.
Also I sincerely thank to my parent for helping me in all aspect to complete the project
work, I would like to appreciate my friends, colleagues for their direct and indirect contribution.
Place: vita
Date:
Miss. Heenakausar Qamruddin Panwale

INDEX
Chapter Title Page no.

No.
1 INTRODUCTION AND RESEARCH METHODOLOGY 1 to 10
2 THEORITICAL BACKGROUND 11 to 26
(Consumer buying behaviour on online shopping)
3 PROFILE OF THE STUDY AREA (Vita) 27 to 29
4 DATA ANALYSIS AND INTERPRETATION 30 to 62
5 63 to 71
FINDINGS AND SUGGESTIONS
BIBLIOGRAPHY 72 to 73
QUESTIONNAIRE 74 to 78

CHAPTER 1
INTRODUCTION AND RESEARCH METHODOLOGY
Sr.no Title
1.1 Prologue
1.2 Significance of the study
1.3 Objectives of the Study
1.4 Scope of the Study
1.5 Research Methodology
1.6 Limitation of the study
1.7 Chapter Scheme
1.8 Conclusion
Shivaji University, Kolhapur Page No. 1

CHAPTER 1
INTRODUCTION AND RESEARCH METHODOLOGY
1.1 Prologue:
Online shopping is a form of electronic commerce which allows consumers to directly
buy goods or services from a seller over the Internet using a web browser or a mobile app.
Consumers find a product of interest by visiting the website of the retailer directly or by
searching among alternative vendors using a shopping search engine, which displays the same
product's availability and pricing at different e-retailers. As of 2020, customers can shop online
using a range of different computers and devices, including desktop computers laptops, tablet
computers and smartphones.
An online shop evokes the physical analogy of buying products or services at a regular "bricks-
and-mortar" retailer or shopping centre; the process is called business-to-consumer (B2C) online
shopping. When an online store is set up to enable businesses to buy from other businesses, the
process is called business-to-business (B2B) online shopping. A typical online store enables the
customer to browse the firm's range of products and services, view photos or images of the
products, along with information about the product specifications, features and prices.
Online stores usually enable shoppers to use "search" features to find specific models, brands or
items. Online customers must have access to the Internet and a valid method of payment in order
to complete a transaction, such as a credit card, an Interac-enabled debit card, or a service such
as PayPal. For physical products (e.g., paperback books or clothes), the e-tailer ships the
products to the customer; for digital products, such as digital audio files of songs or software, the
e-tailer usually sends the file to the customer over the Internet. The largest of these online
retailing corporations are Alibaba, Amazon.com, and eBay.
E-shopping means act of purchasing product or services over the internet. Online shopping has
grown popularly over the years, mainly because people find it convenient and easy to bargain
from the comfort of their place, home or office. An important benefit e-shopping provide is that
unlike traditional shopping there is no need to wait in long lines or search from store to store.
E-commerce stands for electronic commerce and pertains to trading in goods and services
through the electronic medium, i.e. the Internet or phone. On the Internet, it pertains to a
website, which sells products or services directly from the site using a shopping cart or shopping
basket system and allows credit card payments. It involves conducting business with the help of

electronic media, making use of the information technology such as Electronic Data Interchange
(EDI). In simple words, electronic commerce involves buying and selling of goods and services
over the World Wide Web. Customers can purchase anything at any time right from a car or a
cake sitting comfortably at their location and gift it to someone sitting miles apart just by click of
a mouse.
E-Shopping in India
India has an Internet user base of about 504 million as of May 2020, about 40% of the
population. This number is expected to be 627 million by the end of 2019. Despite being the
second-largest user base in world, only behind China (650 million, 48% of population),
the penetration of e-commerce is low compared to markets like the United States (266 million,
84%), or France (54 M, 81%), but is growing, adding around 6 million new entrants every
month. The industry consensus is that growth is at an inflection point.
In India, cash on delivery is the most preferred payment method, accumulating 75% of the e-
retail activities. Demand for international consumer products (including long-tail items) is
growing faster than in-country supply from authorised distributors and e-commerce offerings.
Long tail business strategy allows companies to realize significant profits by selling low
volumes of hard-to-find items to many customers, instead of only selling large volumes of a
reduced number of popular items. The term was first coined in 2004 by Chris Anderson.
In 2017, the largest e-commerce companies in India were Flipkart, Snapdeal and Amazon. In
2018, Amazon beat Flipkart and was recorded the biggest ecommerce in India in terms of
revenue.

Top 10 E-commerce Sites in India 2021
Rank Names of Sites
1 Amazon
2 Flipkart
3 Myntra
4 Ajio
5 Snapdeal
6 Shopclues
Big Basket
7
8 Paytm Mall
9 Nykaa
10 Firstcry
Source: https://blog.grabon.in/best-online-shopping-sites/
E-Shopping In Maharashtra
Maharashtra has emerged as the second most active state in India vis-a-vis e-commerce, after
Delhi, and followed by Tamil Nadu, Rajasthan and Karnataka according to online shopping
company eBay's 'India Census 2014'. Mumbai, the financial hub of the country, is among the top
three cities in India when it comes to making online purchases, said the Census. eBay's census is
based on analysis of all online buying and selling transactions by Indians on eBay between
January 2013 and June 2014. Besides Mumbai, Nashik, Nagpur, Pune and Dindori were among
the top five e-commerce hubs within Maharashtra. Several rural areas such as Jalgaon, Seloo,
Jawali and Mahagaon have also taken the on line shopping route, eBay's census showed. The top
five export hubs in Maharashtra are Mumbai, Nashik, Pune, Nagpur and Dindori.

―E-commerce in India has seen a significant upsurge in the number of people shopping online,
with its penetration into 4,556 hubs India has the third largest internet user base in the world
clocking over 243 million users. The rapid surge in the number of mobile devices across the
country has complemented internet penetration in the tier II and III cities along with rural areas
of the country. This has enabled people to explore and get exposed to the ecommerce
opportunity," says Vidmay Naini, director and business head, eBay India. Among products,
consumers in Maharashtra shopped most for mobile phones and accessories, followed by women
perfumes and beauty products, key chains, food items and men shirts and T-shirt. "Maharashtra
likes to look and feel good with personal care products," eBay said. As much as 70 per cent of
the total shopping from online portals in the state was in the electronics segment, followed by 38
per cent in lifestyle.
1.2 Significance of the study

Because of the numerous advantages and benefits, more and more people say they prefer online
shopping over conventional shopping these days. The buyer‘s decision-making process has
changed dramatically in recent years. Buyers are conducting extensive research online before ever
speaking to a sales person. Buyers are also making more direct purchases online and via their
smartphone, never stepping foot into traditional brick-and-mortar locations. The internet makes
doing business much easier and faster. It‘s led to changes in the way people do business with a
rapidly growing world wide trend towards online shopping or e-commerce.
Many people around the world prefer to shop online and buy products from several brands and
companies that they cannot find or are not available for purchase in their home countries.
Nowadays, and with the help of the new technology and the support of the internet, people from
all around the world started to purchase items online by simply sitting in their homes. Purchasing
items and products through the Web is a very easy task to do. It is now playing a very important
role in everybody‘s life especially elderly people, as well as people with a very busy life
schedule. It provides a very comfortable service for its customers, by being able to save the item
in the personal shopping bag, and buy it later on. Shopping through the Web simply works for
people with a valid credit card, a debit card or an internet bank account. Selling direct online
increases your reach. With an online store, your profits are no longer limited by the number of
customers that can physically visit your brick and mortar location. You can sell across towns,
states, and even across borders, removing all geographical limitations. Your online store also
allows you to cater to shoppers who find it more convenient to browse and buy at times when

retail locations are not traditionally open. Online shopping can save time for both the buyer and
retailer, reducing phone calls about availability, specifications, hours of operation or other
information easily found on company and product pages.
There are a lot of reasons why customers today prefer shopping online:
1. Convenience. The convenience is the biggest perk. Where else can you comfortably shop at
midnight while in your pajamas? There are no lines to wait in or shop assistants to wait on to
help you with your purchases and you can do your shopping in minutes. Online shops give
us the opportunity to shop 24/7, and also reward us with a ‗no pollution‘ shopping
experience. There is no better place to buy informational products like e-books, which are
available to you instantly, as soon as the payment goes through. Downloadable items
purchased online eliminate the need for any kind of material goods at all, as well, which
helps the environment.
2. You can send gifts more easily. Sending gifts to relatives and friends is easy, no matter
where they are. Now, there is no need to make distance an excuse for not sending a gift on
occasions like birthdays, weddings, anniversaries, Valentine‘s Day, Mother‘s Day, Father‘s
Day, and so forth.
3. Price comparisons. Comparing and researching products and their prices is so much easier
online. Also, we have the ability to share information and reviews with other shoppers who
have first-hand experience with a product or retailer.
4. No crowds. If you are like me, you hate crowds when you‘re shopping. Especially during
festivals or special events, they can be such a huge headache. Also, it tends to be more
chaotic when there are more crowds out and this sometimes makes us feel rush or hurried.
Grumpy, annoying, and smelly people also annoy me when I‘m out shopping. Plus, parking
becomes a huge issue. All of these problems can be avoided when you shop online.
5. No need to travel. People don't usually like to move a lot to get what they want. Of course,
nothing can compete with experience of going to a cloth boutique and buying what you want,
but normally people just don't want to travel. Customers don't usually leave near the shops
they would want to visit, but today they have an option to visit the shop online.

Statement of Research Problem:

Estimate of internet users ‗universe‘ includes those accessing internet on their mobile phone.
Users are also profiled as consumers of a variety of product and services. E-shopping now a days
provides variety of produce viz. FMCG product, Wearable, Household and kitchen durables,
Automobiles, Electronics, Mobiles, and various services.
The research conducted was an effort to seek answers of questions raised in Research Problem
such as-
What are the products attributes and characteristics that go into selection of products?
What are factors that affect buying decisions will the main reason of the research?
Hence, the title signifies study of buying behaviour of samples who purchase products and
services online within the geographical limit of Vita.
1.3 Objectives of the Study:

Objectives of the study are as follows,
1. To find out the awareness of e-shopping.

2. To study the e-shopping buying behaviour.
3. To find out factors influencing purchase decision regarding e-shopping.
4. To know the satisfaction level of customers regarding e-shopping.
1.4 Scope of Study:

The study is conducted in City of vita, State of Maharashtra, India. Study limited to the buyers
from various locations in vita. Sample is being chosen from different locations of vita.
The concept used for study viz. online buying E-commerce, E-shopping, buying Behaviour,
customers‘ satisfaction.
Data is collected in the year 2021.
Data analysis tools: Data analysis, graphical representation.
Packages used: MS-EXCEL, MS-WORD

1.5 Research Methodology:
Present research used diagnostic research design and inferential approach to collect the data.
1.5.1 Data Required:

The study requires demographic details of individuals like age, gender, marital status,
occupation, and family income, place of internet access use of internet, different services and
product shopped online, factors influencing purchasing decision, factors affecting buying
behaviour are required for data collection. Availability of courier services, their functioning
towards supply of online ordered products. Besides this the research papers of scholars worked
on on-line buying behaviour was required to know about status of research conducted earlier and
to find out research gap if any. The conceptual inputs on buying behaviour, satisfaction
parameters used in this research.
1.5.2 Data Source:

The data and information collected by using primary and secondary sources.
1. Primary Data Sources:
A primary data source is an original data source, that is, one in which the data are collected first-
hand by the researcher for a specific research purpose or project.
The primary data regarding demographic profile or details like age gender, marital status and
occupation ,Surveys, observations, questionnaires, interviews, etc. preferences given to different
services and online product categories, options available for mode of payments, difficulties faced
by online buyers, opinion of about online transaction and also their experience about online
consumers were collected through Primary Sources.
2. Secondary Data Sources:

The secondary data regarding concept of online shopping, concept of e-buying behaviour
consumer behaviour and previous studies related to topic were collected from various books and
websites.

1.6 Limitation of the Study:-

1) The present study is geographically limited to only Vita city.
2) This study is only related to the analysis of consumer buying behaviour with respect of
E-shoppers only.
3) This study does not cover the any other offline shopping in the study area.
4) This study is mainly depending on the primary sources of data and secondary source of
data.
1.7 Chapter Scheme:

This report has organized in seven chapters as follows.
Chapter 1 is titled as, ‗Introduction and Research Methodology‘, which deals with the
introduction to the study, management problem, research problem, hypotheses, objectives of the
study, scope and significance /importance of research and research methodology followed for
study.
Chapter 2 is titled as, ‗Review of Literature‘, which narrates an overall appraisal of research
studies done in the field of online shopping, methodological review, e-buying behaviour,
concept of marketing , Consumable Products as well as the concept of e-commerce, Buying
Behaviour Model, consumer behaviour, Factors Affecting Consumer Buying Behaviour and
customer satisfaction.
Chapter 3 is titles as ‗E- buying Industry‘ which deals with an introduction to term e-buying
behaviour, its significance, history of e-buying, world and Indian scenario of e- buying
consumption and profile of vita city.
Chapter 4 narrates analysis and interpretation of data, in which collected data has analysed and
interpretation has been provided by researcher. This chapter is titled as, ‗Data Analysis and
Interpretation‘.
Chapter 5 presents findings, suggestions and conclusions based on the analysis of data this
chapter titled as, ‗Findings and Suggestions.‘

1.8 Conclusion:
The research is an effort to highlight the buying behaviour of online shoppers. In this chapter
researcher has study the different problems relating to e-shopping. The main objectives of the
study make Awareness, problems, level of satisfaction of e-shopper towards e shopping of
selected study area. The scope of the study is about topical, analytical, geographical and
periodical point of view. There is also give significance of study to the e shoppers. Consumer
behaviour etc. the limiting factor of study are also mentioned in the chapter. The research
methodology used for study is mentioned about in detailed i.e. data required and data sources.
The next chapter talks about consumer buying behaviour on online shopping.

CHAPTER 2
Theoretical Background
(Consumer Buying Behaviour on Online Shopping)
Sr.no Title
2.1 Introduction
2.2 Story of Origin of E buying
2.3 Historical Development of E Buying
2.4 World Scenario of Online Shopping
2.5 Indian Scenario of Online Shopping
2.6 Best shopping websites in India
2.7 Impact of Demographic Factors on Online

Buying Behaviour
2.8 Segmentation of Online Buyers
2.9 Introduction of Conceptual Framework
2.10 Conclusion

CHAPTER 2
2.1. Introduction
This chapter discusses the industrial scenario of e-buying. The term, e-buying deals with buying
a product through website. There are endless shopping websites available on World Wide Web.
All are dealing with wide range of products from consumer products to business products.
Present chapter attempts to get the insight into the structure of e buying industry. This chapter is
organized as, story of origin of e buying, historical development of e buying across India.
2.2 Story of Origin of E-buying

Online shopping was invented in pioneered in 1979 by entrepreneur Michael Aldrich in the
United Kingdom. Aldrich was able to connect a modified domestic television to a real-time
multi-user transaction processing computer via a telephone line. The system was marketed in
1980 and offered as business-to-business systems that were then sold in the UK, Ireland, and
Spain It was invented in Sussex in 1979 by Michael Aldrich of Redifon/Rediffusion/ROCC.
Book Stacks Unlimited, an online bookstore created by Charles M. Stack in 1992, was one of the
earliest consumer shopping experiences. Stack‘s store began as a dial-up bulletin board three
years before Amazon was founded. In 1994, Book Stacks Unlimited moved to the Internet as
Books.com and was eventually acquired by Barnes & Noble.
2.3 Historical Development of E-Buying

Ecommerce was introduced about 40 years ago in its earliest form. Since then, electronic
commerce has helped countless businesses grow with the help of new technologies,
improvements in internet connectivity, added security with payment gateways, and widespread
consumer and business adoption.
Online shopping was invented, implemented and successful very quickly - less than a week
between idea and rough experimental model, less than 6 months to productionise hardware and
software and less than 12 months from product release to the first operational system, the
world‘s first direct Business to Business (B2B) online shopping system in 1981 [Thomson
Holidays]. In online shopping the buyer is connected interactively with the seller‘s computer
system. No third parties are involved. When a third party is involved that is usually called

e-commerce. The Rediffusion computer system used for online shopping was open, using
standard communications hardware and a standard human interface. Any terminal could talk to
any suitably equipped computer. Any number of applications could be available. The systems
were very simple and easy to use.
2.4 World Scenario of Online Shopping

Over the last few years, e-commerce has become an indispensable part of the global retail
framework. Like many other industries, the retail landscape has undergone a substantial
transformation following the advent of the internet, and thanks to the on-going digitalization of
modern life, consumers from virtually every country now profit from the perks of online
transactions. As internet access and adoption are rapidly increasing worldwide, the number of
digital buyers keeps climbing every year. In 2019, an estimated 1.92 billion people purchased
goods or services online, and during the same year, e-retail sales surpassed 3.5 trillion U.S.
dollars worldwide.
2.5 Indian Scenario of Online Shopping

E-commerce has transformed the way business is done in India. The Indian E-commerce market
is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. Much of the
growth for the industry has been triggered by an increase in internet and smartphone penetration.
As of August 2020, the number of internet connections in India significantly increased to ~760
million, driven by the ‗Digital India‘ programme. Out of the total internet connections, ~61%
connections were in urban areas, of which 97% connections were wireless.
Market Size
Propelled by rising smartphone penetration, launch of 4G network and increasing consumer
wealth, the Indian E-commerce market is expected to grow to US$ 200 billion by 2026 from
US$ 38.5 billion in 2017. Online retail sales in India is expected to grow 31% to touch US$
32.70 billion in 2018, led by Flipkart, Amazon India and Paytm Mall.
Smartphone shipments in India increased by~8% y-o-y to reach 50.0 million units in the first
quarter of 2020, driven by positive shipments of all smartphone vendors in the market. Samsung
led the Indian smartphone market with 24% shipping share, followed by Xiaomi at 23%.

2.6 Best shopping websites in India

1) Amazon
Category: Online Marketplace (Electronics, Fashion, Accessories etc.)
This website needs no introduction, and it is the king of marketplaces. By adding new options
every day, it is getting better. Name it, and they have it, be it household products, electronics,
clothing, books, furniture, etc. For some of its products, Amazon offers same-day or one-day
delivery. No wonder it is considered to be the best online shopping website in India! Don‘t
forget to get your Amazon Prime Video too!
2) Flipkart
Category- Online Marketplace (Electronics, Fashion, Accessories etc.)
Flipkart is a solution to all your daily needs. They have everything from clothing, appliances,
sports equipment, furniture to electronics as well. They offer heavy discounts on most of the
products and offer multiple payment options for your convenience. With their amazing daily
offers, they have gained huge success. But most popular are their diwali sales when their visitors
increase by many folds. Currently, they are developing their fashion category by adding new
brands every day. So no matter what you want, Flipkart has it covered. And now, you can
choose from a wide range of amazing Flipkart gift cards and express your affection to your
friends and loved ones.
3. Myntra
Category- Fashion
Myntra is the first name that comes to our minds when we think of online shopping. This top
player sells everything from luxury goods to makeup, accessories, and clothing. Their significant
sale events and extensive advertising have increased their reach and made them a trusted site to
shop online. New brands are added to their website every day. Not to forget, exchanging or
returning products is very easy for them. Be it saree shopping or retro fashion, Myntra is one of

the most popular websites.
4. Ajio
In search of trendiest range of clothes? Ajio can be your one-stop-destination! It is one of the
promising fashion e-commerce marketplaces in India that completely satisfies the wants of its
users. Be it clothes, accessories or footwear, it offers the most stylish products from various
brands at an affordable price.
5. Snapdeal
Category- Online Marketplace (Electronics, Fashion, Accessories etc.)
Snapdeal is an online marketplace that has electronics, mobiles, men & women clothing, shoes,
home & kitchen appliances at reasonable prices. They run daily offers where you can get good
quality products at heavy discounts. Like Amazon, Snapdeal offers some products at zero
shipping charges and provides next day delivery. Similar to Amazon Prime, they have launched
Snapdeal Gold.
6. Shopclues
Shop clues are considered one of the cheapest online shopping websites in India. By cheap, we
mean low prices, the quality, however, is decent. Like the rest of the marketplaces, they have
almost everything. Most of their products are available at massive bargains.
7. BigBasket
Category- Online Grocery
BigBasket is an online food product and grocery provider. As our life gets busier and tougher, it
is tough to find time to go for grocery shopping. BigBasket understood that and decided to make
shopping easier for all the busy folks out there. It also gives out a lot of offers and coupons using
which people can save big. Order anything you want, and they will deliver it to your doorstep.
You can order bread, biscuits, oils, fruits, potatoes, onions, heck even stardust (if it was a
grocery) from them. And oh, don‘t worry about the quality. Their veggies and fruits are straight

out of the farm. In the time of lockdown due to the Coronavirus scare, the online grocery unicorn
has jumped up the ladder to become one of the most important e-commerce brands in India.
8. Paytm Mall
Category- Online Marketplace (Electronics, Fashion, Accessories, Recharge etc.)
Who can forget Paytm? Every Indian has used this application in desperate times during
demonetization. It is a saviour when you are out of cash, right? But it has much more to it. You
can also shop at Paytm Mall. Paytm Mall has every product you can think of. Electronics,
furniture, clothing, and much more. You can also take flight and movie bookings there. The best
part is that they have cash back offers going on all the time.
9. Nykaa
Category- Fashion
In a short span of time, Nykaa has managed to become the beauty destination of India. This
online shop has everything that you can imagine. From soaps to luxury products, they have it all.
Over the years, they have collaborated with international brands and exclusively launched them
on their site. The most recent one is Huda‘s beauty. They also have a blog and a YouTube
channel that shares useful tips and tricks. It is a perfect place to shop for your cosmetics,
personal hygiene, grooming, toiletries, and skincare products, mostly at discounted prices.
10. Firstcry
If you are dreaming big for your little one, look nowhere else. Asia‘s largest online store for
baby-wear (Yes, that‘s a real word), find the best baby clothes and products here. From toys to
soaps, from nappies to jeans, your kid is going to look back at those videos and wonder, ―Damn,
I had style.‖

2.7 Impact of Demographic Factors on Online Buying Behaviour

A highly demanding lifestyle is compelling consumers to adopt online shopping as an alternative
to traditional retailing worldwide. In order to save time and money, people are motivated to
purchase products and services online. Companies are investing intensely on technology to make
best use of internet as the shopping channel. There is hardly any product, service or commodity
which is not being sold through internet. Online shopping is unanimously accepted and
recognized as a cost-effective, profitable and accessible medium to shop. Therefore, it becomes
essential for online retailers to study online consumerism and how it is taking shape in today's
era of rapid globalisation.
At present, the Indian retail industry is accelerating day by day. It is not widely accepted as the
way it is accepted in Asian counterparts. India is excited to grow to be a most important player
in the retail market. Since India is a developing nation, it is still not prepared for it. And they are
leaving no stone unturned to become the best in retail Industry. Also India with a high on cross
culture factor, it allows different companies bringing in variety of products targeting diverse
consumer segments.
2.7.1 Other Factors Influencing Online Buying Behaviour

Buyer‘s behaviour is influenced by varieties of factors. The mysteries of the decisions of the
online shopper are speculative at best as delving into the thought processes of each individual
consumer is hard to predict. Online consumer behaviour is a complicated socio-technical
phenomenon and has been the focus of researchers for the last decade. It is elusively hard trying
to judge the psychological state of consumers while they are making purchases.
2.8 Segmentation of Online Buyers

Segmentation of online buyers is still a mystery and no comprehensive segmentation effort was
found in world and in Indian scenario. (Gerald L. Lohse, 1999) made an effort and categorized
buyer as per their purchase behaviour into four segments namely ‗never buy,‘ including those
who not purchase any product in selected year, ‗drop outs‘ counting those who purchases
product in last year but not in selected year, ‗newbies,‘ i.e. who purchases product in selected
year but not in last year and last but not the least ‗steadfast buyers‘ are those who purchase in
both years. While (Mark Brown, 2001) categories all users in various following groups like
personalizing shoppers, recreational shoppers, economic shoppers, involved shoppers,

convenience-oriented, recreational shoppers, community-oriented shoppers and apathetic,

convenience-oriented shoppers. (Charles Dennis, 2010) segmented young female adults into two
distinct shopping orientations i.e. utilitarian (minority) and hedonic (majority) shopping
orientations. (Afizah Hashim, 2009) opined that male shoppers tend to be convenience shoppers
due to the high commitment on work and study. On the other hand, female shoppers tend to be
recreational shoppers and would prefer to do their shopping using the conventional way.
2.9 Conceptual Framework

Introduction
In the modern revolution of e-commerce the consumer's criteria is ascertaining their relative
importance, the e-tailers are looking for measures to improve their specic needs of online
customers (Pappas, Pateli, Giannakos, and Chrissikopoulos, 2014). In the recent research study
establish that increase in customer online shopping gratication leads to higher degree of purchase
intention (Kulviwat, Guo, 2009; Mohammed, 2014). In spite of having some auditory
information in many webpage, the primary centripetal experience on the web, especially in a
shopping context, is still the audiovisual experience (Schlosser, 2006; Hamilton and Thompson,
2007; Racela, 2015). Online shoppers circuitously go through products on webpage, banking on
the selective information furnished by e-tailers (Yang and Lester, 2003; Yang and Wu, 2006;
Bhatnaagar, 2007; Swinyard and Smith, 2011).
This section of chapter throws light or. Various concepts relating to buying behaviour of
consumers. The chapter houses definitions of basic concepts, the buying behaviour models and
factors influencing buyers.
2.9.1 Marketing: -
Marketing is defined as a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and value with others. (K
Karunakaran, 2008) American marketing association defines marketing as follows Marketing is
the performance of business activities that directs the flow of goods and services from producer
to customer or user.
2.9.2 Customer:- A customer (sometimes known as a client, buyer, or purchaser) is the recipient
of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or
other valuable consideration. (Palmer Adrian, 2004)

2.9.3 Consumer:- An individual who buys products or services for personal use and not for
manufacture or resale. A consumer is someone who can make the decision whether or not to
purchase an item at the store, and someone who can be influenced by marketing and
advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or
anything else, they are making that decision as a consumer. (Palmer Adrian, 2004)
2.9.4 E-buying:- The act of purchasing products or services over the Internet.
2.9.5 Consumable Products:-
A product is anything that can be offered to a market for attention, acquisition or consumption
that might satisfy a want or a need. It includes physical objects, services, persons, places,
organisations and ideas.
Products and services fall into two broad classes based on the types of consumers that
use them
(1) Consumer Product
(2) Industrial Product
(1) Consumer Product

Consumer products, also referred to as final goods, are products that are bought by individuals or
households for personal use. In other words, consumer products are goods that are bought for
consumption by the average consumer. From a marketing perspective, there are four types of
consumer products, each with different marketing considerations.
It includes or consumer products divided into four classes.
I. Convenience product
II. Shopping Product
III. Specially Products
IV. Unsought Product
i) Convenience Product:-
The product that customer buys frequently, immediately, and with a minimum of comparison
and buying effort. It can be divided further into staples, impulse products, and emergency
products. Staples Products are those product that consumers buy on a regular basis, such as
ketchup, tooth pest etc., impulse products are those product that purchased with little planning or
search effort, such as Candy bar, and magazine, emergency product is those when consumer
need is urgent, e.g. umbrellas during a rainy season etc.

ii) Shopping Product

Shopping products are those products that the consumer, in the process of selection and
purchase, characteristically compares as such bases as suitability, quality, price, and style.
Example: Furniture, clothing, used cars, major appliances and hotel and motel services.
These are consumer product with unique characteristics or brand identification for
iii) Specialty Products
which a significant group of buyers is willing to make a special purchase effort, e.g. Specific
brands and types of cars, high-priced photographic equipment, designer clothes etc.
iv) Unsought Products:-
Unsought products are consumer products that the consumer either does not knows about or
knows about but does not normally think of buying. Most major new inventions are unsought
until the consumer become aware of them through advertising. Classes example of know but
unsought products and services are life insurance and blood donations to the Red Cross.
2.9.6 Services:-
Services are a form of Product that consist of activities benefits or satisfactions offered for sale,
that are essentially intangible and do not result in the ownership of anything.
2.9.7 Consumers Buying Behaviour:-
Consumer Buying Behaviour refers to the actions taken (both on and offline) by consumers
before buying a product or service. This process may include consulting search engines,
engaging with social media posts, or a variety of other actions. It is valuable for businesses to
understand this process because it helps businesses better tailor their marketing initiatives to the
marketing efforts that have successfully influenced consumers to buy in the past.
2.9.7.1 Concept and need for studying consumer behaviour:
Consumer behaviour can be said to be the study of how individual make decision on how to
spend their available resources like time, money, and effort, on various consumption related
items. The consumer buying decision making process goes beyond the facts such as what
features or product design will be acceptable to consumers, what benefits are they seeking from
their products, what price will be suitable etc. today consumer behaviour even includes the post
purchase satisfaction or dissatisfaction behaviour.

Buying Behaviour Model:-

1 Economic Model
Under economics, it is assumed that man is a rational human being, who will evaluate all the
alternatives in terms of cost and value received and select that product/ service which gives him/
her maximum satisfaction (utility). Consumers are assumed to follow the principle of maximum
utility based on the law of diminishing marginal utility. It is assumed that with limited
purchasing power, and a set of needs and tastes, a consumer will allocate his/ her expenditure
over different products at given prices so as to maximize utility. The law of equimarginal utility
enables him to secure maximum utility from limited purchasing power. Economical model of
consumer behaviour is uni dimensional. This means that buying decisions of a person are
governed by the concept of utility. Being a rational man he will make his purchase decisions
with the intention of maximizing the utility/ benefits. Economic model is based on certain
predictions of buying behaviour
1. Price effect - lesser the price of the product, more will be the quantity purchased.
2. Lesser the price of the substitute product, lesser will be the quantity of the original product
bought (substitution effect).
3. More the purchasing power, more will be the quantity purchased (income effect).
2 Psychological Model
Motivation: Motivation may be said to be the driving force behind human behavior, which in
turn, is guided by cognitions and learning, as well as group and cultural influences. Basically, it
has been observed that the purpose of a man‘s motives, values, attitudes, his needs and emotions
and his behavior in general is to protect, satisfy and enhance him. Motivation is the mental
phenomenon. When a person perceives a stimulus, he/ she may or may not respond to such a
stimulus. A need or state of deprivation is felt by the person and results in tension in the mind.
Depending upon the person‘s individuality and culture (environment), the need gets converted
into a want. Then the person will be engaged in a behaviour looking out for incentives from the
environment to satisfy or fulfil the want. This behaviour ends once the need is satisfied. But once
a need is satisfied, a new one will arise. This process is a continuous one. Thus motives/ drives
existing within an individual makes him be involved in a certain type of behaviour, to reduce the
tension and experience a feeling of satisfaction. In the field of marketing also, the marketer is
interested in knowing about the interdependency of the various motives and the elements
influencing and guiding his behaviour.

3 Learning Model
Learning is a very important concept in the study of human behavior. According to Howard C.
Warren‘s ―Dictionary of psychology‖ learning is ―the process of acquiring the ability to respond
adequately to a situation which may or may not have been previously encountered, the
favourable modification of response tendencies consequent upon previous experience,
particularly the building of a new series of complexity co-ordinated motor response, the fixation
of items in memory so that they can be recalled or organized, the process of acquiring insight
into a situation‖.
Learning process involves three steps:

1. A drive is a strong internal stimulus which impels action. This becomes a motive when the
drive is strong enough and motivates the person to look out for ways to satisfy the needs
(drives).
2. Cues act as stimuli. These could be in the form of advertisement, sales promotion techniques,
attractive and attractive product and so on. Such cues are exists in the environment in the form of
information sources.
3. Through a process of trial and error in a stimulus response situation, the buyer will respond
accordingly. The individual will choose a specific response so as to satisfy the drive (need)
which is acting as a strong stimulus at that time.
4 The Sociological Model

According to this model the individual buyer is a part of the institution called society. Since he is
living in a society, he gets influenced by it and in turn also influences it in its path of
development. He is playing many roles as a part of various formal and informal associations or
organization i. e. as a family member, as an employee of a firm, as a member of a professional
forum and as an active member of a informal cultural organization. Such interactions leave some
impressions on him and may play a role in influencing his buying behavior.
Intimate groups comprising of family, friend and close colleagues exercise a strong influence on
the life style and the buying behavior of an individual member. The peer group plays a very
important role in acting as an influencing factor especially in adopting particular life styles and
buying behavior patterns. The group generally has an informal opinion leader, whose views are
respected by the group. This leader is able to influence the members‘ life style and buying
decision. Similarly, depending on the income, occupation, place of residence etc. each individual
member is recognized as belonging to a certain social class. As, a member of a particular class,
he may enjoy certain status and prestige. Further each class has its own standards of life style
and buying behavior pattern. So an individual member will adopt the role suitable to conform to
the style and behavioural pattern of the social class to which he/ she belongs.
Factors Affecting Consumer Buying Behaviour

There are many factors that influence the buyer behavior. Consumer behavior refers to the
selection, purchase and consumption of goods and services for the satisfaction of their wants.
There are different processes involved in the consumer behavior. Initially the consumer tries to
find what commodities he would like to consume, then he selects only those commodities that
promise greater utility. After selecting the commodities, the consumer makes an estimate of the
available money which he can spend. Lastly, the consumer analyses the prevailing prices of
commodities and takes the decision about the commodities he should consume. Meanwhile,
there are various other factors influencing the purchases of consumer such as marketing,
personal, social, cultural, personal and psychological factors.
Marketing Factors Each element of the market mix – product, pricing, promotion and place has
the potential to affect the buying process at various stages.
 Product: The uniqueness of the product, the physical appearance and packaging can influence
buying decision of a consumer.
 Pricing: Pricing strategy does affect buying behaviour of consumers. Marketers must consider
the price sensitivity of the target customers while fixing prices.
 Promotion: The various elements of promotion such as advertising, publicity, public relations,
personal selling, and sales promotion affect buying behaviour of consumers. Marketers select the
promotion mix after considering the nature of customers.
 Place: The channels of distribution, and the place of distribution affects buying behaviour of
consumers. Marketers make an attempt to select the right channel and distribute the products at
the right place.
Personal Factors The personal factors of a consumer may affect the buying decisions. The
personal factors include:
 Age Factor: The age factor greatly influences the buying behaviour. For instance, teenagers
may prefer trendy clothes, whereas, office- executives may prefer formal clothing.
 Gender: The consumer behaviour varies across gender.

 Education: Highly educated persons may spend on books, personal care products, and so on.
But a person with low or no education may spend less on personal grooming products, general
reading books, and so on.
 Income Level: Normally, higher the income level, higher is the level of spending and vice-
versa. But this may not be always the case in developing countries, especially in the rural areas.
 Status‘ in the Society: Persons enjoying higher status in the society do spend a good amount of
money on luxury items such as luxury cars, luxury watches, premium brands of clothing,
jewellers , etc.
 Other Personal Factors: The other personal factors such as personality, lifestyle, family size,
etc., influence consumer behaviour.
Psychological Factors A person‘s buying behaviour is influenced by psychological factors such

as
 Learning: It refers to changes in individual behaviour that are caused by information and
experience. For example, when a customer buys a new brand and is satisfied by its use, then
he/she is more likely to buy the same brand the next time. Through learning, people acquire
beliefs and attitudes, which in turn influence the buying behaviour.
 Attitude: It is a tendency to respond in a given manner to a particular situation or object or
idea. Consumers may develop a positive, or negative or neutral attitude towards certain product
or brands, which in turn would affect his/her buying behaviour.
 Motives: A motive is the inner drive that motivates a person to act or behave in a certain
manner. The marketer must identify the buying motives of the target customers and influence
them to act positively towards the marketed products.
 Perception: It is the impression, which one forms about a certain situation or object. A
motivated person is ready to act. But the way or the manner in which he acts is influenced by
his/her perception of the situation.
 Beliefs: A belief is a descriptive thought, which a person holds about certain things. It may be
based on knowledge, opinion, faith, trust and confidence. People may hold certain beliefs of
certain brands/products. Beliefs develop brand images, which in turn can affect buying
behaviour.
Social Factors The social factors such as reference groups, family, and social and status affect
the buying behaviour:

 Reference Groups: A reference group is a small group of people such as colleagues at work
place, club members, friends circle, neighbours, family members, and so on. Reference groups
influence its members as follows:
- They influence members‘ values and attitudes.
- They expose members to new behaviours and lifestyles.
- They create pressure to choose certain products or brands
 Family: The family is the main reference group that may influence the consumer behaviour.
Nowadays, children are well informed about goods and services through media or friend circles,
and other sources.
 Roles and Status: A person performs certain roles in a particular group such as family, club,
organisation, and so on. For instance, a person may perform the role of senior executive in a firm
and another person may perform the role of a junior executive. The senior executive may enjoy
higher status in the organisation, as compared to junior executive.
 People may purchase the products that conform to their roles and status, especially in the case
of branded clothes, luxury watches, luxury cars, and so on.
Cultural Factors Culture includes race and religion, tradition, caste, moral values, etc. Culture
also include sub-cultures such sub-caste, religious Sects, language, etc.
 Culture: It influences consumer behaviour to a great extent. Cultural values and elements are
passed from one generation to another through family, educational institutions, religious bodies,
social environment, etc. Cultural diversity influences food habits, clothing, customs and
traditions, etc. For instance, consuming alcohol and meat in certain religious communities is not
restricted, but in certain communities, consumption of alcohol and meat is prohibited.
 Sub-Culture: Each culture consists of smaller sub-cultures that provide specific identity to its
members. Subcultures include sub-caste, religious sects geographic regions as South Indians,
North Indians, and based on languages etc. The behaviour of people belong to various sub-
cultures is different. Therefore, marketers may adopt multicultural marketing approach, i.e.,
designing and marketing goods and services that cater to the tastes and preferences of consumers
belonging to different sub-cultures.

2.10 Conclusion:
Buyer‘s behaviour is complex in nature. The buying process would depend upon the type of
products and its utility value. It must be born in mind that buyer does not follow strict rules of
buying decision and it is a complex subject and needs through research and good understanding
of human being and the society in which he operates. However, the buyer‘s buying motives
largely depend up cultural, social, personal and psychological characteristics. It is more
challenging task for marketers to study the buyer‘s behaviour. Hence to achieve success it is
essential to study the buyers behaviour. Next chapter will talk about the e-buying industry at
vita, and profile of the vita city.

CHAPTER 3
(Profile of the Study Area)
Sr.no Title
3.1 Introduction
3.2 Profile of vita city
3.3 E-buying Industry at Vita
3.4 Conclusion

3.1 Introduction
This chapter discusses the e-buying industry at vita city. Present chapter attempts to get the
insight into the structure of e buying industry. This chapter is organized as, profile of the vita
city and e-buying scenario of Vita.
3.2 Profile of Vita City

Vita is a city and a municipal council in Sangli district in the Indian state of Maharashtra.
Demographics
As of the 2011 Indian census, Vita had a population of 48,289, of which 24,692 were males and
23,597 were females. The population in the age group of 0 to 6 years was 5,321. The average
literacy rate was 77.65% of which male literacy was 81.58% and the female literacy rate was
73.57%. Scheduled Castes and Scheduled Tribes have a population of 6,628 and 402
respectively. There were 10328 households in Vita in 2011.
Communication and Media
Marathi is the main language. Hindi and English were also spoken, in addition to some
community-specific languages.
Swachh Sarvekshan Award
Vita was ranked 9th in both the west zone and the state for Best City in 'Innovation & Best
Practices' in 2020.
Tourist Attraction
 Revansiddha Temple
 Dargoba Mandir, Pare
 Sagareshwar Wildlife Sanctuary
 Sulkai Temple

3.3 E-buying Industry at Vita

E-buying industry has a moderate demand in city of vita. Here Flipkart and Amazon have a
dedicated office for the purpose of managing the ordered parcels. Moreover, for other platforms
like, Myntra,Nyka, Shopclues, Snapdeal etc. are operating through E-commerce express
services. Considering such a great demand for online shopping in vita, it can be a market with
great potential in future.
3.4 Conclusion
Chapter discussed about profile of vita city and e-buying industry at vita city. Around all
categories of product and services are there at customers destination facilitate users to adopt
modem technology. The next will talk about data analysis and interpretation. The data collected
from primary source were analysed by using various statistical tools and presented in tables.
Chapter will discuss about opinions of online shoppers.

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Sr. no Title
4.1 Introduction
4.2 Data Analysis and Interpretation
4.3 Conclusion

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 Introduction:
In this chapter, analysis and interpretation of data has been done on the basis of data collected
from the respondents. These respondents are those who have purchased product online from
various popular online shopping sites. The researcher prepared an interview schedule for the
customer who purchased various products by online. In this chapter researcher firstly analysis
and interprets the data consumer buying behaviour of online shopping of vita. The collected
information is analysed and interpreted by the researcher. The researcher has selected total 50
respondents who bought online products.
The primary data was collected from 50 E-shoppers from the locality vita by means of Google
form and in person meetings, and then electronic spread sheet was generated from Google form
and the externally collected data was compiled with the generated file. And the generated file
was used for the purpose of analysis.
In analysis we had used the graphical representation tools like, Pie chart, bar chart, horizontal
bar chart and multiple bar charts. Moreover, in case of likert scale questions like, parameters on
satisfaction of online shopping etc. a percentage cum frequency table was constructed to show
the inclination of people to different likert scale values, viz., Strongly Agree, Agree, Neutral,
Disagree and Strongly Disagree. Furthermore, a numerical value variables like average income
of shoppers, a descriptive statistics table was constructed for the purpose of exploratory data
analysis of the same.
All the calculation and plotting were done in Microsoft Excel package.

Data Analysis and Interpretation
 Age wise Classification

Table 4.1
Sr. no parameters No. of Respondents Percentage%

1 17 or less 6 12
2 18 to 29 39 78
3 30 to 49 5 10
4 50 and above 0 0
Total 50 100
Figure 4.1
0%
10% 12%
1 17 or less
2 18 to 29
3 30 to 49
4 50 and above
78%
It is necessary to understand the effect of age on shopping. People with different age may have
different habit of shopping. This factor helps us to understand consumer behaviour of different
age groups.
The table 4.1 indicates the age classification. Age is important factor affecting on consuming
buying behaviour.
Initially, the researcher asked the respondents about the age group that they belong to. The
respondents were given four options. The options were 17 or less, 18 to 29 years, 30 to 49 years
and above 50 years. From the gathered data, it has been shown that 12% of the Respondents
belonged to the 17 or less years age group. 78% of respondents were in the group of 18 to 29
years. 10% of the respondents were in the group of 30 to 49 years.

 Gender
Table 4.2

1 Male 20 40
2 Female 30 60
Total 50 100
Figure 4.2
40%
1 Male
2 Female
60%
People with different gender may have different habit of shopping. This factor is useful to know
the gender wise buying behaviour of customers.
The table 4.2 indicates that females tend to more shop online as compared to male.
This is the general assumption that female shoppers are generally involved in shopping of
household things. But above data shows more female online shoppers than males which change
buying behaviour because the way of shopping of male and female shoppers is different. After
figuring out the age group, the respondents wanted to figure out the gender of the chosen
participants. Male and female were two given options. Out of the 50 respondents, 40% of the
respondents were in the male category. Remaining 60% respondents were selected as female.

 Do you prefer online shopping?
Table.4.3

1 Yes 50 100
2 No 0 0
Total 50 100
Figure.4.3
0%
1 Yes
2 No
100%
Comment: all the members of sample i.e. 100% are willing to prefer online shopping which can
be seen with the help of above plotted pie chart, as there is no other slice.

 Marital Status-
Table.4.4
Sr. no parameters No. of Respondents Percentage %

1 Married 16 32
2 Unmarried 34 68
Total 50 100
Figure 4.4
32%
1 Married
2 Unmarried
68%
This question was intended to know marital status of the online shoppers which shows change in
shopping pattern. Unmarried people were shopping for fun and generally personal care, but
married shoppers ware shopping food and grocery, home appliances, etc. Marital status is
necessary to understand the buying behaviour of e-shoppers. Every buyers buying behaviour
changed with marital status.
As per the observation of above table 4.4 indicates unmarried people do more online shopping
compare to married people. As per table 4.4 indicates there are 32% of people who are married
do online shopping, and 68% people who are unmarried do online shopping.

 Occupation
Table .4.5
Parameters No. of Percentage

Sr. no Respondents %
1 Students 30 60
2 Service 7 14
3 Retired 0 0
4 House Wife/ House husband 7 14
5 Others 6 12
Total 50 100
Figure 4.5
60
60
40
20 14
14
12
0 0
Student
Service
Retired
House
Others
wife /
House
husband

The objective of collect this information to know the occupation of online shoppers. Occupation
of online shoppers determines lifestyle, habit, needs of respondents. In today‘s scenario
shopping is time consuming process so various customers choose the online shopping mode for
time saving. Occupation is personal factor influencing on the online shopping behaviour of
customer. Occupation is divided into Student, service, retired, house wife/house husband and
others. It is clear from the table 4.5 higher percentages of online shoppers are students which are
60%. The percentages of others online shoppers are 12%.The percentage of service and
housewife /house husband online shoppers are same that is 14%. And there is no retired people
who are online shoppers. Phone accessibility is easily available for students so students are
buying products online. This also makes clear that majority of online shoppers are students.
People who are in service they use online shopping websites for saving time.

 What is your average monthly income or pocket money?
Table 4.6

1 Below 25000 47 94
2 25001 to 50001 2 4
3 50002 to 100000 1 2
Total 50 100
Figure 4.6
94
100
80
60
40
20
4
0 2
Below 25000
25001 to 50001
50002 to 100000
It is necessary to know the economic background of the online shoppers. Income is the one of
the most important demographic factors affecting on the consumer buying behaviours. The
above table 4.6 and figure 4.6 shows monthly family income or pocket money of online
shoppers.
The monthly incomes or pocket money of online shoppers below Rs.25000 are 94%. The
monthly incomes of online shoppers between Rs.25001 to 50001 are 4% and the online
shoppers‘ monthly incomes of Rs.50001 to 100000 are 2%.
It shows that all income level people doing online shopping. This is implies that all income
group people bought products online. It also determines price of product on online shopping
websites is appropriate for all classes‘ people.

 Do you consider online shopping safe and secure?
Table.4.7

1 Yes 49 98
2 No 1 2
Total 50 100
Figure.4.7
2%
Yes
No
98%
As per table 4.6, there are 98 % of people who are online shoppers consider that online shopping
is safe and secure. But the 2% of people are not consider that online shopping is safe and secure.
The sixth question that was set by the researcher was about the security and safety of the users of
online shopping systems of ecommerce portals. The respondents provided positive feedback for
online shopping facilities.
As per table 4.7 there are 98% of the respondents mentioned that online shopping portal or
systems are highly secure and safe as their sole responsibility is to protect the important
information of the customers. There are also very low chances of losing vital information like
card numbers to third party. 2% of respondents confirmed that these online sites are often
affected with malwares and viruses and the sole objective of these sites is to steal vital
information of the users. Thus, they chose the option not secured.

 Reason to choose online shopping?
Table.4.8

1 Convenient and time saving 23 46
2 Low prices of product 10 20
3 Variety of product 14 28
4 Others 3 6
Total 50 100
Figure.4.8
50
45
40
35
30
25
20
15
10
5
0
Convenient and Low prices of Variety of Others
time saving product product
The researcher has asked the respondents about the reason behind their favourability of online
shopping method to purchase products. They were given four options. 46% of the Respondents
preferred the convenient and time saving for shopping in online medium. 20% of the
respondents confirmed that low price of product is the sole reason behind the prefer ability of
online shopping procedure. 28% expressed that it is due to the variety of products that are
available at the palm of one‘s hand. 6% of the respondents mentioned the others.

 How much time you spend to purchase a single product from online platforms?
Table.4.9

1 Less than an hour 26 52
2 1 to 2 hours 20 40
3 3 to 4 hours 3 6
4 More than 4 hours 1 2
Total 50 100
Figure.4.9
6% 2% 1 Less than an hour
2 1 to 2 hours
40% 52%
3 3 to 4 hours
4 More than 4 hours
There are 4 parameters to analyse that how much time people spend to purchase a single product
from online platform. As per table 4.9, there are 26 people out of 50 respondents (52%) who
spend less than an hour to purchase a single product from online platform. And 40% people
spend 1 to 2 hours for online shopping and 6% people spend 3 to 4 hours to purchase a single
product. And the 2% of people are spend more than 4 hours to purchase a single product from
online platform.

 How often you used to buy a product online?
Table.4.10

1 Extremely often 14 28
2 Quite often 13 26
3 Slightly often 14 28
4 Not at all 9 18
Total 50 100
Figure.4.10
30
25 28 28
26
20
15 18
10
0
Extremely often Quite often Slightly often Not at all
The objective behind collecting this information is to know frequencies of online shopping by
online shoppers. It is also show the online shoppers buying behaviours frequency.
The above table and figure 4.10 shows the frequency of online shopping of online shoppers. The
frequencies of 28% online shoppers are extremely often and slightly often. The frequencies of
26% online shoppers are quite often. The frequencies of 18% online shoppers are not at all.
Overall majority of online shoppers buy products online extremely and slightly often. Generally
in online shopping process include all income level people. It is show that some online shoppers
do online shopping very rare. Very few people do online shopping in very often it means online
shoppers bought goods only at the time any event, specific season, nice deal, more discount etc.

 Do delivery speed matters to you?
Table.4.11

1 Strongly matters 19 38
2 Neutral 24 48
3 Not at all matters 7 14
Total 50 100
Figure.4.11
14%
38%
1 Strongly matters
2 Neutral
48%
3 Not at all matters
Delivery speed is an important factor. The importance of the speed of shipping to

earning online customer loyalty was demonstrated by a recent report from Dotcom Distribution.
The survey found 87% of online shoppers identified shipping speed as a key factor in the
decision to shop with an e-commerce brand again.
Table 4.11 indicates 38% of people are those whom delivery speed strongly matters. And 48%
of people are neutral for delivery speed and there are 14% of respondents are those whom
delivery speed not at all matters.

 Does free shipping option motivates you to shop online?
Table 4.12

1 Yes 45 90
2 No 5 10
Total 50 100
Figure 4.12
10%
Yes
No
90%
Free shipping is an increasingly-popular option for online shopping, where customers do not
have to pay an additional shipping charge. Free shipping is a marketing technique that removes
the stated cost of shipping charges for qualifying purchases. Free shipping if you spend enough
money. Some merchants provide a minimum order threshold. If you spend above a specified
amount, you qualify for free shipping.
There are 90% of people are agreed or said yes that free shipping option motivates them. And
free shipping option is not motivate to 10% of people or respondents.

 Do you think the feature of "Track the Order" is an important factor influencing
the online shopping decision?
Table 4.13

1 Yes 46 92
2 No 4 8
Total 50 100
Figure 4.13
8%
Yes
No
92%
"Track the Order" is an important factor influencing the online shopping decision
E-commerce stores not only acquire customer attention [customer acquisition] with
the tracking process but by offering order tracking facilities, they can also increase their
customer retention rate. It answers why order tracking is so necessary for customer satisfaction.
There are 92% of people said yes. Track the order is an important factor influencing the online
shopping decision to them. But the 8% of people don‘t want this feature (Track the order).

 Have you faced any problem while doing online shopping?
Table 4.14

1 Yes 28 56
2 No 22 44
Total 50 100
Figure 4.14
60
50
40
30
20
10
0
Yes No
Online shopping is increasing rapidly in India. Many people love shopping online, because
of the convenience it offers. Online shopping allows you to buy whatever you want, from
the ease and comfort of home. Many e-commerce companies are offering huge cash backs
and discounts to lure people to shop online. There are a few problems that customers still
have to face while shopping. Table 4.14 indicates there are 56% of people who faced problem
while doing online shopping and 44% of people are not faced any problem while doing online
shopping.

 If yes, then what kind of problems?

Table 4.14.1
1 Delay in delivery 23 38.33

2 Cheap quality of product 14 23.33
3 Damaged product 9 15
4 Non delivery 3 5
5 Transaction problem 11 18.34
Total Problems registered 60 100
Figure 4.14.1
38.33
40
23.33
20 15 18.34
5
0
Online shopping — that glorious invention which allows people to buy things from the comfort
of their homes. No more travelling to multiple stores to find the right product; no more having to
deal with over-enthusiastic sales persons; no more standing in long lines at the checkout counter.
The e-commerce boom has certainly changed the way we shop for the better. But, like
everything else, the world of online shopping is not all roses. Despite all the efforts of

e-commerce companies to alleviate them, there are a few problems that customers still have to
face while shopping online.
The biggest problem while buying things online is that you have no guarantee of a product's
quality. Reviews are not always reliable and all the research can't assure you of a product's
quality; fraudulent sellers who intentionally mislead customers to increase sales are the prime
reason for aulty/sub-par products being sold online. One predicament that constantly turns up
while shopping online is when the order will be delivered. While all e-commerce sites have
order tracking systems for their customers, they aren‘t always accurate. Whether a customer is
paying by credit/debit card, net banking, or one of the several digital wallets that exist today, the
failure of digital payments always looms overhead while making online transactions. As per
table 4.14.1, 38.33% of people are facing problem delay in delivery while doing online
shopping.
The researcher asked to respondents that what kind of problems you have faced. They were give
five options, as per table 4.13.1 there are 38.33% people facing problem ‗delay in delivery‘.
23.33% people faced cheap quality of product.15% of people chose option three which is
damaged product. 5% respondent chose non delivery option. Another important problem faced
while shopping online is the delivery date as a large number of India's population lives in
rural, they are not able to shop online, because most of the e-commerce companies do not
deliver products to these places.

 Which is your most preferred E-commerce website?
Table 4.15
1 Flipkart 28 56
2 Amazon 16 32
3 Snapdeal 2 4
4 Myntra 2 4
5 Alibaba 1 2
6 Ajio 0 0
7 Others 1 2
Total 50 100
Figure 4.15
60
56
50
40
30 32
20
10
4 4 2 0 2
0
Flipkart Amazon Snapdeal Myntra Alibaba Ajio Others
It is necessary to know which website used by online shoppers and preferences given to
websites. In global market scenario e-marketing is one of the growing sectors. In global market
there are various online shopping websites in markets and each websites create very well
performance in market. Researcher collect data from 50 online shoppers and that show the
basically Amazon, Flipkart, Snapdeal, Myntra, Alibaba , Ajio and others .this websites used by
online shoppers.

Above table 4.15 shows online shopping website wise option given to online Shoppers. Some
online shopping websites are very popular in market so more numbers of online shoppers use
Amazon and Flipkart websites for online shopping. 28 (56%) of respondents are use Flipkart
website, 16(32%) of online shoppers are use Amazon and 4% of people use snapdeal website for
online shopping. there are only 2% of people who use alibaba and other websites. And there is
no one out of 50 who use ajio website for online shopping.

 How would you rate your overall online shopping experience?
Table 4.16
Sr.no parameters No. of Respondents Percentage%

1 Excellent 16 32
2 Average 31 62
3 Poor 3 6
Total 50 100
Figure 4.16
6%
32%
Excellent
Average
62%
Poor
The above table and figure 4.16 shows the frequency of online shopping of online shoppers.
The researcher has asked the respondents about the overall shopping experience, they were given
three options. 32% of people are responding as excellent their online shopping experience and
62% of people respond as average and there are 6 % of people said their overall experience is
poor.

 Which Payment mode you prefer?

Table 4.17

1 Cash on delivery (COD) 44 88
2 Online payment 6 12
Total 50 100
Figure 4.17
88
100
50 12
0
Cash on delivery (COD) Online payment
Payments via cards are one of the most widely used and popular methods not only in India but
on the international level. Cash is the king, as the ancient adage says. However, in the online
shopping era in India, cash isn‘t anywhere near the top or favourite way to pay for purchases.
That‘s because there‘re different payment methods in India you can use on various online
shopping sites like Amazon, Flipkart, Myntra and various others. Credit cards and debit cards
are the best payment methods you can use when shopping online in India for several reasons.
Firstly, most ecommerce companies have special offers and discounts when you pay with credit
cards and debit cards of certain banks. cash is still relevant as payment method for online
shopping in India. That‘s the reason a lot of online stores offer the Cash-on-Delivery facility.
This means, you don‘t need to pay using credit card, debit card or digital wallets and net banking

while shopping online. Instead, the delivery staff brings the order to your place and you pay
cash.
As per table and figure 4.16, Out of 50 respondents there are 44 respondents (88%) are prefer
cash on delivery (COD) payment mode because of some trust issues on online transactions and
online shopping sites .there are only 6 respondents (12%) who prefer online payment.
 Why you tend to choose cash on delivery?
Table 4.18
No. of
Sr. no parameters Respondents Percentage%
1 Do not have any online payment service 13 26
2 Lack of trust on online transactions 18 36
3 Lack of trust on online shopping sites 6 12
4 Others 13 26
Total 50 100
Figure 4.18
Others 26
Lack of trust on online shopping sites 12
Lack of trust on online transactions 36
Do not have any online payment service 26
0 5 10 15 20 25 30 35 40
Some of respondents are chose cash on delivery (COD) payment mode for online shopping
because of their trust issues on online transactions and online shopping sites.

As per table 4.18 Researcher has asked to respondents behind the reason to choose (COD).
There is 26% of people chose first option which is ‗Do not have any online payment service‘.
And 36% people chose lack of trust on online shopping sites. Some people have trust issues on
online payment service. And 12% of people have trust issues on online shopping sites. And 26%
of people chose other option. They have some another reason to tend to choose cash on delivery.
Researcher found that in today‘s online market system cash on delivery payment mode is very
popular, because cash on delivery is a simple and secured payment mode. In Online shopping
process consumers are fear about damaged product, colour variation, fake websites so they chose
cash on delivery payment mode on firstly get ownership of product and then paid payment basis.
 In case of online payment, which of the following you prefer?

Table 4.19

1 Debit Card 23 46
2 Credit Card 6 12
3 UPI 15 30
4 Bank Transfer 6 12
Total 50 100
Figure 4.19
50
45
40
35
30
25
20
15
10
5
0
Debit Card Credit Card UPI Bank Transfer

It is necessary to know payment mode for online shopping. In online shopping process on of the
most important factor is payment for buying products. Online shoppers use various Payment
modes like debit card, credit card, UPI, and bank transfer for online payment.
Nearly 29 percent of all payments for online shopping in India are done with credit cards and
debit cards, according to the latest, 2018 report by Edgar, Dunn & Co. Figures for 2019 are late
because of the Covid-19 pandemic that‘s rattling the world since the beginning of 2020.Credit
cards and debit cards are the best payment methods you can use when shopping online in India
for several reasons. Firstly, most ecommerce companies have special offers and discounts when
you pay with credit cards and debit cards of certain banks. Bank transfers or net banking ranks
as the third most common way you can use for online shopping in India. Over 20 percent of all
shoppers make payments with their net banking facility, also known as bank transfers. Since
2018, a lot of ecommerce companies accept payments for online shopping through India‘s
Unified Payments Interface. You‘ll require the Bharat Interface for Money (BHIM) or UPI
enabled app of any bank or private provider to make such payments for online shopping in India.
Above table 4.19 and figure 4.19 shows the online shoppers are used different payment mode for
online shopping. 46% online shoppers use Debit card. 12% online shopper use Credit card for
online shopping payment. 30% of people use UPI payment mode for online shopping. And 12%
of people use Bank transfer mode.

 Do you think that online shopping can provide more facilities than conventional
shopping method?
Table 4.20
1 Yes 44 88
2 No 6 12
Total 50 100
Figure 4.20
12%
Yes
No
88%
Both online and offline shopping has its own advantages. We can only compare between Online
and Offline Shopping to find out which one we prefer the most. We live in the world where most
of us are too busy to go out and buy grocery and house need shopping. Therefore we do most of
our shopping online from the comfort of our home or office and get everything we need
delivered at our doorsteps. Online shopping means shopping from your comfort zone. You don‘t
need to go how in sunny, rainy or winter weather. You don't need to hop from one shop to
another just to find a simple product. When you shop online you can find everything you need at
one place.
When you are shopping offline you can touch and feel the product, therefore you can do a
quality analysis on your own. Offline shopping gives you control over quality. There is no wait
time when it comes to offline shopping. You like it, you pay for it, and you are good to go.
As per table 4.20 there are 88% of people believe that the online shopping provide more
facilities than conventional shopping method but the 12% of people are not believe that online
shopping provides more facilities than conventional shopping.

 Do you recommend online shopping to your family and friends?
Table 4.21

1 Yes 26 52
2 Mostly 5 10
3 Sometimes 15 30
4 Never 4 8
Total 50 100
Figure 4.21
8%
Yes
30%
52% Mostly
Sometimes
10%
Never
From the above analysis it can be said that near about 52% of the respondents want to
recommend the online shopping to their friends and family. They also highlighted that online
shopping is spreading their hand by this word of mouth marketing. They always suggested
online shopping to their friends and family while they get interesting offers. In addition they said
that, in recent time lots of offers and discount and also other facilities have been delivered for the
customer which attracts many new customers easily. In this analysis remaining of respondents
are not happy with the online service and they do not want to recommend it to their friends and
family. For the reason they highlighted that online shopping is not much reliable and in many
cases wrong delivery has been made.

 Are you satisfied with the online shopping experience provided by the companies till
date?
Table 4.22

1 Yes 28 56
2 Mostly 9 18
3 Sometimes 9 18
4 Never 4 8
Total 50 100
Figure 4.22
Never
Sometimes
Mostly
Yes
0 10 20 30 40 50 60
From the above analysis among 50 respondents 56% revealed that they are satisfied with the
online service and said that online service literally saves their time and money. Various offers
and fast delivery system satisfied them. In addition they added that various information can be
gained through the online services which help them to select the best product from the market.
8% of the respondents are not happy with the online service because of wrong delivery and fake
information.

 Which factors are influencing online shopping?
Strongly Strongly
Sr. Agree Neutral Disagree
Factors Agree Disagree Total
no
Freq(%) Freq(%) Freq(%) Freq(%) Freq(%)
Availability
1 11(22) 30(60) 9(18) 0(0) 0(0) 50
of product
2 Saves money 16(32) 24(48) 10(20) 0(0) 0(0) 50
cheaper than
3 4(8) 25(50) 16(32) 4(8) 1(2) 50
retail shop
Price
4 10(20) 26(52) 11(22) 2(4) 1(2) 50
discount
Promotional
5 offers and 4(8) 14(28) 29(58) 2(4) 1(2) 50
coupons
Easy product
6 comparison 9(18) 25(50) 14(28) 0(0) 2(4) 50
(Price)
Shop at
50
7 home 14(28) 27(54) 7(14) 2(4) 0(0)
convenience
Flexibility to
8 choose 12(24) 24(48) 12(24) 1(2) 1(2) 50
delivery date
Customer
9 6(12) 30(60) 13(26) 0(0) 1(1) 50
service
Friendly
10 14(28) 19(38) 13(26) 2(4) 2(4) 50
return policy
Reliability in
11 2(4) 37(74) 10(20) 0(0) 1(2) 50
delivery
Ease of
12 payment 15(30) 23(46) 12(24) 0(0) 0(0) 50
mode
24/7
13 14(28) 29(58) 6(12) 1(2) 0(0) 50
accessibility
 60% of the people agrees that the factor ―Availability of product‖ affects their choice
 48% of the people agrees that the factor ―Saves money‖ affects their choice
 50% of the people agrees that the factor ―cheaper than retail shop‖ affects their choice
 52% of the people agrees that the factor ―Price discount‖ affects their choice

 58% of the people found themselves neutral about the factor ―Promotional offers and
coupons‖
 50% of the people agrees that the factor ―Easy product comparison (Price)‖ affects their
choice
 54% of the people agrees that the factor ―Shop at home convenience‖ affects their choice
 48% of the people agrees that the factor ―Flexibility to choose delivery date‖ affects their
choice
 60% of the people agrees that the factor ―Customer service‖ affects their choice
 38% of the people agrees that the factor ―Friendly return policy‖ affects their choice
 74% of the people agrees that the factor ―38% of the people agrees that the factor
―Friendly return policy‖ affects their choice ‖ affects their choice
 46% of the people agrees that the factor ―Friendly return policy‖ affects their choice
 58% of the people agrees that the factor ―24/7 accessibility‖ affects their choice.

 Scale your satisfaction about the following parameters?

Strongly Strongly
Sr. Agree Neutral Disagree Total
Parameters Agree Disagree
no
Freq(%) Freq(%) Freq(%) Freq(%) Freq(%)
Offers by
1 6 (12) 35 (70) 9 (18) 0 (0) 0 (0) 50
companies
Service 50
2 12(24) 23(46) 15(30) 0(0) 0(0)
quality
3 Time saving 13(26) 34(68) 3(6) 0(0) 0(0) 50
24/7
4 15(30) 23(46) 12(24) 0(0) 0(0) 50
Availability
Ease of
5 13(26) 29(58) 7(14) 0(0) 1(2) 50
Payment
Return
6 11(22) 28(56) 1(2) 1(2) 0(0) 50
policy
Cash on 50
7 21(42) 25(50) 4(8) 0(0) 0(0)
delivery
Place
8 10(20) 31(62) 9(18) 0(0) 0 50
convenience
The
differences
between
your
expectations
9 and the real 5(10) 31(62) 14(28) 0(0) 0(0) 50
products
would
influence
your
satisfaction?
Will you
repurchase
the product
again, if
there is a
10 great 10(20) 28 (56) 8(16) 4(8) 0(0) 50
difference
between
your
expectation
and real?
Will you
continue
shopping
11 7(14) 35(70) 8(16) 0(0) 0(0) 50
from same
source if
they handle

your
complaint
properly?
Rate your
overall
12 satisfaction 15(30) 27(54) 8(16) 0(0) 0(0) 50
of online
shopping?
Delay and
13 failure in 7(14) 26(52) 16(32) 1(2) 0(0) 50
transaction
 Satisfaction of 70% of the people lies with offers given by the company
 46% of the people agrees that they are satisfied with service quality of online product
 68% of the people find online shopping as time saving
 46% of the people agrees that they are satisfied with 24/7 availability in online shopping
 58% of the people agrees that they are satisfied with ease of payment in online shopping
 56% of the people agrees that they are satisfied with return policy on online product
 50% of the people agrees that they are satisfied with cash on delivery on online product
 62% of the people agrees that they are satisfied with place convenience on online product
 62% of the people believes that they would not have satisfied if their expectation and
arriving product varies significantly and at the same time 56% of the population are
ready to continue shopping even after variation in actual product and their expectation
 70% of the population would continue shopping from the same source if they handles
their complains properly and timely
 84% of the population is satisfied in overall about the service of online shopping and
16% are neutral about the same
 52% of the they would get dissatisfied if they faces transaction difficulties

CHAPTER 5
FINDINGS AND SUGGESTIONS
Sr.no Title
5.1 Introduction
5.2 Finding
5.3 Suggestions
5.4 Conclusion

5.1 Introduction
This chapter presents findings based on the data analysis. Researcher has covers the findings and
suggestions related to the work of research project i.e. ―A study of online shopping behaviour of
e-shoppers‖. Conclusions is based on findings and overall observations during the study.
5.2 Finding:
1. Age wise distribution of samples has been sought and it is observed that 78% samples
from18 to 29 age group are shops online. It is necessary to understand the effect of age
on shopping. From the gathered data, it has been shown that 12% of the Respondents
belonged to the 17 or less year‘s age group. 78% of respondents were in the group of 18
to 29 years. 10% of the respondents were in the group of 30 to 49 years. (Table 4.1)
2. Gender wise distribution of samples has been sought and it is observed that the majority
of female Samples are involved in this research i.e. 60% as against 40% are male.
Females tend to more shop online as compared to male. This is the general assumption
that female shoppers are generally involved in shopping of household things. Out of the
50 respondents, 40% or 20 of the respondents were in the male category. Remaining 60%
or 30 respondents were selected as female.(Table 4.2)
3. It observed in study that all the members of sample i.e. 100% are willing to prefer online
shopping. (Table 4.3)
4. Marital status wise distribution of samples has been sought and it is observed that the
majority i.e. 68% of unmarried sample‘s shops online as compared 32% married
Samples. Unmarried people were shopping for fun and generally personal care, but
married shoppers were shopping food and grocery, home appliances, etc. Marital status is
necessary to understand the buying behaviour of e-shoppers. Every buyers buying
behaviour changed with marital status. Unmarried people do more online shopping
compare to married people. There are 32% of people who are married do online
shopping, and 68% people who are unmarried do online shopping.
(Table 4.4)
5. It observes in study that occupation reflects income and both affect buying behaviour of
Samples. Higher percentages of online shoppers are students which are 60%. The
percentages of others online shoppers are 12%.The percentage of service and housewife
/house husband online shoppers are same that is 14%. And there are no retired people
who are online shoppers. Phone accessibility is easily available for students so students

are buying products online. This also makes clear that majority of online shoppers are
students. People who are in service they use online shopping websites for saving time. As
online shopping is emerging concept it shows that young generation is leading it.
Between all the samples, it has observed that, students do more online shopping with
60%. (Table 4.5)
6. It observed in this study that there are 98% of the respondents mentioned that online
shopping portal or systems are highly secure and safe as their sole responsibility is to
protect the important information of the customers. There are also very low chances of
losing vital information like card numbers to third party. 2% of respondents confirmed
that these online sites are often affected with malwares and viruses and the sole objective
of these sites is to steal vital information of the users. Thus, they chose the option not
secured. (Table 4.7)
7. It observed in this study that 46% of the Respondents preferred the convenient and time
saving for shopping in online medium. 20% of the respondents confirmed that low price
of product is the sole reason behind the prefer ability of online shopping procedure. 28%
expressed that it is due to the variety of products that are available at the palm of one‘s
hand. 6% of the respondents mentioned the others. (Table 4.8)
8. It is observed that the 50 respondents (56%) revealed that they are satisfied with the
online service and said that online service literally saves their time and money. Various
offers and fast delivery system satisfied them. In addition they added that various
information can be gained through the online services which help them to select the best
product from the market. 8% of the respondents are not happy with the online service
because of wrong delivery and fake information.( Table 4.9)
9. It is observed that the objective behind collecting this information is to know frequencies
of online shopping by online shoppers. It is also show the online shoppers buying
behaviours frequency. Overall majority of online shoppers buy products online extremely
and slightly often. Generally in online shopping process include all income level people.
It is show that some online shoppers do online shopping very rare. (Table 4.10)
10. Find from the study it has explain 38% of people are those whom delivery speed strongly
matters. And 48% of people are neutral for delivery speed and there are 14% of
respondents are those whom delivery speed not at all matters.( Table 4.11)

11. It is observed that the 90% of people are agree for free shipping option, free shipping
option motivates them and there are 10 % of people those don‘t want free shipping
option.( Table 4.12)
12. Find from the study there are 56% of people who faced problem while doing online
shopping and 44% of people are not faced any problem while doing online shopping.
(Table 4.13)
13. Find from the study were ―Track the Order" is an important factor influencing the online
shopping decision. There are 92% of people said yes. Track the order is an important
factor influencing the online shopping decision to them. But the 8% of people don‘t want
this feature (Track the order). Table 4.14)
14. Some online shopping websites are very popular in market so more numbers of online
shoppers use Amazon and Flipkart websites for online shopping. 28 (56%) of
respondents are use Flipkart website, 16(32%) of online shoppers are use Amazon and
4% of people use snapdeal website for online shopping. there are only 2% of people who
use alibaba and other websites. And there is no one out of 50 who use ajio website for
online shopping.
(Table 4.15)
15. It is observed that 32% of people are responding as excellent their overall experience and
62% of people respond as average and there are 6 % of people who said their overall
experience is poor.( Table 4.16)
16. Find from the study were there are 44 respondents (88%) are prefer cash on delivery
(COD) payment mode because of some trust issues on online transactions and online
shopping sites. there are only 6 respondents (12%) who prefer online payment.
(Table 4.17)
17. It observe that there is 26% of people chose ‗Do not have any online payment service‘
option and 36% people chose lack of trust on online shopping sites. Some people have
trust issues on online payment service. And 12% of people have trust issues on online
shopping sites. And 26% of people chose other option. They have some another reason to
tend to choose cash on delivery.(Table 4.18)
18. Find from the study were in online shopping process, the most important factor is
payment for buying products. Online shoppers use various Payment modes like debit
card, credit card, UPI, and bank transfer for online payment. 46% online shoppers use
Debit card for online shopping payment. 12% online shopper use Credit card for online

shopping payment. 30% of people use UPI payment mode for online shopping. And
12% of people use Bank transfer mode. (Table 4.19)
19. It is observe that the 88% of people believe that the online shopping provide more
facilities than conventional shopping method but the 12% of people are not believe that
online shopping provides more facilities than conventional shopping.(Table 4.20)
20. It is observe that the 52% of the respondents want to recommend the online shopping to
their friends and family. They also highlighted that online shopping is spreading their
hand by this word of mouth marketing. .(Table 4.21)
21. It is observe that the Among 50 respondents 56% revealed that they are satisfied with the
online service and said that online service literally saves their time and money. Various
offers and fast delivery system satisfied them. In addition they added that various
information can be gained through the online services which help them to select the best
product from the market. 8% of the respondents are not happy with the online service
because of wrong delivery and fake information.(Table 4.22)

5.3 Suggestions:
Online shopping always helps the customers to save their valuable time and it also gives the
customers a wide range of product list. Additionally, they can choose their preferable products
by comparing those products with other company‘s products who are the seller of the same
product. So, the organizations must need to ensure some good strategies which will help the
organization to differentiate their product from the other companies.
Suggest some future recommendation to the retail companies for implementing the online
shopping in their business.
The organization needs to provide free shipping services to their potential customers because it
will engage more customers. Additionally, if the organization able to felicitates more offers and
discounts for their customers it will attract more new customers which will automatically enable
more financial benefit and the analysis part, and the literature review also refers to the same
thing. So, the finding of the research work meets the desired object of the research work.
5.3.1 To Web retailer or Companies

• Offers and discounts: The organization must need to ensure good offers and discounts for
their potential customers because it will help the organization to attract more new customers
which will enable more financial benefit in the organizational context.
• Feedback system: The organization must need to understand their customer expectations and
demands as it will help the organizations to make the strategies accordingly. The organizations
also need to provide a feedback option to the customers because it will help the organization to
felicitate that the organization is giving value to their customer's views which will engage more
customers.
• Free shipping of the products: The organizations needs to provide free shipping for the
products because it will help the organization to attract more customers and the customers can
save their money which will enable more customer loyalty towards the organization.
• Social media marketing: The organization must need to invest their resources to felicitate
social media marketing because nowadays most of the customers collect reviews about a product
from the social media platforms. If an organization able to properly share their products
information on social media site, then it will help the customers to get the product detail more
easily.

• Felicitating awareness program for the uniqueness of the product: Awareness program
will help the organization to differentiate their products from the other companies and it will
help the customers to identify the uniqueness of the product which will influence the buying
behaviour of the potential customers.
• Product detail information on e-commerce website: The organizations must need to provide
all the necessary detail of a product on their electronic commerce website because it will help the
customers to get all the products information under one roof which will enable more customer
satisfaction and the customers will not show their interest to get the product information from
any other medium.
5.3.2 To Customer:
1. Always place orders from a secure connection
If your computer isn‘t protected from potentially malicious software, your financial information
and passwords are at risk from being stolen (and everything else you store on your computer or
do online). This concept is so basic, yet only a fraction of the U.S. population adequately
protects their computers. Use a secure connection – make sure your computer‘s firewall is on.
If you‘re shopping online while using a wireless network, it needs to be encrypted so someone
who is lurking outside the house can‘t collect your information. Avoid making any financial
transactions when using a public network, as you may not know if it‘s compromised.
2. Know the merchant and their reputation

If you already know the store, shopping their online store is very safe. You can always walk into
the local store for help if there‘s a problem, and if you know others who have had consistently
positive experiences with the online store, you can be reassured of the site‘s quality.
If you don‘t know the store, it may still be the best bet; you just need to take a few more
precautions. Conduct your own background check by looking at sites dedicated to reviewing e-
stores. If the store isn‘t reviewed or does not have favourable reviews, don‘t order from their
website.
3. Avoid offers that seem “too good to be true”
Any e-store that promises too much at too low a price is suspicious. If the price is too low,
consider whether the merchant came by the items legally, if you will ever receive the items you
paid for, whether the items are actually the brand shown or a cheap substitute, if the item will
work, if you will be able to return damaged goods – or if the merchant is earning extra income
by selling your financial information. Disreputable online stores – like their brick and mortar

counterparts, may run an absurdly low price offer and then claim the item is out of stock, to try
to sell you something else in a classic "bait and switch" scam.
4. If you are buying a Gift Card, read the Terms and Conditions
If the gift card is for someone else, be sure the store is legitimate, that the person uses the store,
and that there are no hoops they will have to jump through.
5. Don’t use an e-store that requires more information than necessary to make the sale.
Expect to provide some method of payment, shipping address, telephone number, and email
address, but if the merchant requests other information, walk away. You never want to give them
your bank account information, social security information, or driver‘s license number. Some
companies ask questions about your interests, but these should always be optional and you
should be cautious about providing the information. Does the merchant resell, rent, or share your
information? Check the site‘s privacy policy to understand how exposed your information may
become. Many stores clearly state that they do not share, sell or rent consumer‘s information –
others say they own your info and can use it (or abuse it) however they choose. Stick to the
companies that respect your privacy.
6. Always check the company’s shipping terms.
Some merchant‘s charge exorbitant shipping fees that can turn a shopping bargain into an
expensive mistake. Look to see if they provide tracking and insurance. Understand what carriers
they use, and be particularly cautious if the item won‘t be shipped within 10 days.

5.4 Conclusion
This research study has carried out to study the e-buying behaviour of customer. Study focused
on to know the basis used by each consumer while purchasing online products. This study helps
to understand that customer satisfaction is one of the essential things for any organization
because it helps the organization to enhance their positive reputation in the market as well as it
helps the organization to enable more financial benefit in the organizational context. Customer
satisfaction basically refers to the customer's happiness means if a customer is happy with the
product and the service quality then the customer shows positive views towards the company
which is very important for any organization to grow their business opportunity in the market.
From the study, customer satisfaction is the customer‘s fulfilment response means when a
customer happy with the service and the product quality then the customer shows their loyalty
towards the company and used to buy the products from that company again which enable more
financial benefit in the organizational context. From the concept of customer satisfaction point it
can be concluded that companies are showing their motivation for providing best quality service
to their old customers as well as the companies are providing new offers and discounts on their
products as it will help the organization to attract more new customers which will enable more
satisfactory performance of the employees in the organizational context. Additionally, customer
satisfaction will help the organization to enhance their brand name in the market as well as it
will impact the efficiency level of the organizations. That section also refers that if any
organization will fail to felicitate customer satisfaction then it can negatively impact the business
opportunity of the organization which will lead the company towards absolute loss.
The major thirst of this study is to find out how the customer behaves while purchasing online
product. In marketing, buyer behaviour is one of essential concept. The ‗Online Shopping‘ is
designed to provide a web based application that would make searching, viewing and selection
of a product easier. The search engine provides an easy and convenient way to search for
products where a user can Search for a product interactively and the search engine would refine
the products available based on the user‘s input. The user can then view the complete
specification of each product. They can also view the product reviews and also write their own
reviews.

Bibliography
Books
1. Cundiff E.W, Still R.R and Govani Norman A.P (1977): ―Fundamentals of modern
marketing‖ 2nd edition prentice Hall of India Pvt. Ltd. New Delhi, 1977.
2. Davar R.S (1977): ―Modern marketing management‖ 4th edition, Progressive
Corporation Pvt. Ltd, Bombay Madras, 1977.
3. Kotlar Philip (1983): Principle of marketing 1st edition Indian Book House Pvt. Ltd.
Bombay 1983.
4. Sherlekar S.A (2010): ―Marketing Management‖ 13th edition, Himalaya publishing
house, Mumbai, 2010.
5. A. Agarwal, R. Kotian, T. Agarwal, V. Kannan(2016): ―E-Commerce and Digital
Marketing‖ 1st edition, Himalaya Publishing House. Mumbai, 2016.
6. Cundiff E.W, Still R.R and Govani Norman A.P (1977): ―Fundamentals of modern
marketing‖ 2nd edition prentice Hall of India Pvt. Ltd. New Delhi, pp-35-70.
7. Ankur Kumar Rastogi (2010) : ―A study of Indian online consumers and their buying
behaviour‖ International Research Journal Vol Issue 10 p- 80

Websites
https://en.wikipedia.org/wiki/E-commerce_in_India
https://en.wikipedia.org/wiki/Online_shopping
https://www.business-standard.com/article/companies/maharashtra-ranks-2nd-in-ebay-s-india-
census-of-online-shopping-115012000915_1.html
https://www.researchgate.net/
https://www.searchfit.com/2017/05/01/factors-influencing-online-shopping-behavior-consumers/
https://medium.com/@nyxonedigital/importance-of-e-commerce-and-online-shopping-and-why-
to-sell-online-5a3fd8e6f416
https://en.wikipedia.org/wiki/Vita,_Maharashtra
https://yourstory.com/2017/04/common-problems-online-shopping
https://iamcheated.indianmoney.com/blogs/top-10-online-shopping-sites-in-india
https://blog.grabon.in/best-online-shopping-sites/

QUESTIONNAIRE
1) Name-
2) Gender-
a) Female
b) Male
c) Others
3) Age-
a) 17 or less
b) 18 to 29
c) 30 to 49
d) 50 and above
4) Marital Status-
a) Married
b) Unmarried
5) Occupation-
a) Student
b) Service
c) Retired
d) House wife / House husband
e) Others
6) What is your monthly income or pocket money?
7) Do you prefer online shopping?

a) Yes
b) No

8) Do you consider online shopping safe?

a) Yes
b) No
9) Reason to choose online shopping?

a) Convenient and time saving
b) Low price of product
c) Variety of products
d) Others
10) How much time you spend to purchase a single product from online platforms?
a) Less than an hour
b) 1 to 2 hours
c) 3 to 4 hours
d) More than 4 hours
11) How often you used to buy a product online?

a) Extremely often
b) Quite often
c) Slightly often
d) Not at all
12) Do delivery speed matters to you?

a) Strongly matters
b) Neutral
c) Not at all matters
13) Does free shipping option motivates you to shop online?

a) Yes
b) No

14) Do you think the feature of track the order is an important factor influencing the online
shopping decision?
a) Yes
b) No
15) Have you faced any problem while doing online shopping?
a) Yes
b) No
16) If yes then what kind of problems?

a) Delay in delivery
b) Cheap quality of products
c) Damaged products
d) Non delivery
e) Transaction problem
17) Which is your most preferred E-commerce website?

a) Flipkart
b) Amazon
c) Snapdeal
d) Myntra
e) Alibaba
f) Ajio
g) Others
18) How would you rate your overall online shopping experience?
a) Excellent
b) Average
c) Poor

19) Which factors are influencing online shopping?

1. Availability of product
2. Saves money
3. cheaper than retail shop
4. Price discount
5. Promotional offers and coupons
6. Easy product comparison (Price)
7. Shop at home convenience
8. Flexibility to choose delivery date
9. Customer service
10. Friendly return policy
11. Reliability in delivery
12. Ease of payment mode
13. 24/7 accessibility
Options [Strongly Agree, Agree, Neutral, Disagree, Strongly Disagree]
20) Which payment mode you prefer?

a) Cash on delivery
b) Online Payment
21) Why you tend to choose cash on delivery?

a) Do not have any online payment service
b) Lack of trust on online transactions
c) Lack of trust on online shopping sites
d) Others
22) In case of online payment, which of the following you prefer?

a) Debit Card
b) Credit Card
c) UPI
d) Bank Transfer

23) Do you think that online shopping can provide more facilities than conventional shopping
method?
a) Yes
b) No
24) Do you recommend online shopping to your family and friends?

a) Yes
b) Mostly
c) Sometimes
d) Never
25) Are you satisfied with the online shopping experience provided by the companies till date?
a) Yes
b) Mostly
c) Sometimes
d) Never
26) Scale your satisfaction about the following parameters?

1. Offers by companies
2. Service quality
3. Time saving
4. 24/7 Availability
5. Ease of Payment
6. Return policy
7. Cash on delivery
8. Place convenience
9. The differences between your expectations and the real products would influence your
satisfaction?
10. Will you repurchase the product again, if there is a great difference between your
expectation and real?
11. Will you continue shopping from same source if they handle your complaint properly?
12. Rate your overall satisfaction of online shopping?
13. Delay and failure in transaction
Options [Strongly Agree, Agree, Neutral, Disagree, Strongly Disagree]

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Balwant College, Vita M.

A STUDY OF ONLINE SHOPPING BEHAVIOUR OF E-SHOPPERS

SHIVAJI UNIVERSITY KOLHAPUR

FOR THE AWARD OF DEGREE OF

MISS. PANWALE HEENAKAUSAR QAMRUDDIN

UNDER THE GUIDANCE OF

BALWANT COLLEGE VITA

Shivaji University, Kolhapur

Miss. Panwale Heenakausar Qamruddin

Shivaji University, Kolhapur

Shivaji University, Kolhapur

This is to certify that Miss. Panwale Heenakausar Qamruddin a student studying in

Shivaji University, Kolhapur

Miss. Heenakausar Qamruddin Panwale

Shivaji University, Kolhapur

Chapter Title Page no.

1 INTRODUCTION AND RESEARCH METHODOLOGY 1 to 10

3 PROFILE OF THE STUDY AREA (Vita) 27 to 29

4 DATA ANALYSIS AND INTERPRETATION 30 to 62

Shivaji University, Kolhapur

INTRODUCTION AND RESEARCH METHODOLOGY

1.2 Significance of the study

1.3 Objectives of the Study

1.4 Scope of the Study

1.5 Research Methodology

1.6 Limitation of the study

1.7 Chapter Scheme

Shivaji University, Kolhapur Page No. 1

INTRODUCTION AND RESEARCH METHODOLOGY

Shivaji University, Kolhapur Page No. 2

Shivaji University, Kolhapur Page No. 3

Top 10 E-commerce Sites in India 2021

Rank Names of Sites

Shivaji University, Kolhapur Page No. 4

1.2 Significance of the study

Shivaji University, Kolhapur Page No. 5

Shivaji University, Kolhapur Page No. 6

Statement of Research Problem:

1.3 Objectives of the Study:

1. To find out the awareness of e-shopping.

1.4 Scope of Study:

Shivaji University, Kolhapur Page No. 7

1.5 Research Methodology:

1.5.1 Data Required:

1.5.2 Data Source:

2. Secondary Data Sources:

Shivaji University, Kolhapur Page No. 8

1.6 Limitation of the Study:-

1.7 Chapter Scheme:

Shivaji University, Kolhapur Page No. 9

Shivaji University, Kolhapur Page No. 10

2.2 Story of Origin of E buying

2.3 Historical Development of E Buying

2.4 World Scenario of Online Shopping

2.5 Indian Scenario of Online Shopping

2.6 Best shopping websites in India

2.7 Impact of Demographic Factors on Online

2.8 Segmentation of Online Buyers

2.9 Introduction of Conceptual Framework

Shivaji University, Kolhapur Page No. 11

2.2 Story of Origin of E-buying

2.3 Historical Development of E-Buying

Shivaji University, Kolhapur Page No. 12

2.4 World Scenario of Online Shopping