RP2022 9

© 2022 IJRAR February 2022, Volume 9, Issue 1 www.ijrar.
org (E-ISSN 2348-1269, P- ISSN 2349-5138)
A STUDY ON CONSUMER PERCEPTION

TOWARDS ONLINE SHOPPING - WITH
REFERENCE TO BENGALURU NORTH
SANTHOSH V
Research Scholar&Assistant Professor.
Department of Commerce
Kristu Jayanti College Bengaluru - 560077
Karnataka
&
Dr. BASAVARAJAPPA B
Research Supervisor
Associate Professor, GFGC College,
Shimoga. Pin -577201
Karnataka
Introduction
The use of the Internet as a channel of information and commerce is growing at a fast pace in India. The
Indian e-commerce market is estimated to be Rs.50, 000crore, witnessing a growth rate of 50% annually
and has increased 500% since 2007. However, another important fact to consider is that out of 1371
million Internet users in the country, only 25 million shops online, which is just 18% of the total Internet
population (IAMAI Report, 2013). This is because online shopping, besides conferring its consumers
with several benefits, also increases the uncertainty involved in purchase decisions. In other words,
consumers perceive a higher level of risk while shopping on the Internet. To survive amid intense
competition, most of the companies are looking for unconventional ways of marketing. Internet is
perhaps the bestunconventional form of marketing that has been embraced by the companies.Many
companies have adopted the internet for conducting business transactions and sharing business
information with their customers and business partners. The internet offers direct links with customers
and suppliers, and facilitates transactions, processes, and information transfer. It offers organizations
inexpensive and sophisticatedtools for advertising, taking and placing orders, promoting their
philosophies,and communicating with their customers all over the world.The internet provides a
IJRAR22A1703 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 817
© 2022 IJRAR February 2022, Volume 9, Issue 1 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)
marketplace where buyers and sellers conduct transactions directly, interactively, and in real-time
beyond the physical limits of traditional brick and mortar retailers. Today, almost all business firms use
the internet to provide information about the firm, their product or services on the offering, and
advertise and sell their products or services. The internet offers a high degree of interaction and affords
customers unprecedented benefits, from convenience to bargain prices. The ever increasing mainstream
activity on the internet has opened up a whole new value of gaining customers. Thousands of
companies, particularly retailers, were drawn onto the internet by a fear that they would be left behind
by online-only competitors. Thus, what started as a separate form of innovative retailing in the exclusive
domain of new entrepreneurs has become part of a multichannel strategy for established retailers?
Studying perception helps understand the potential relationship to marketers should be interested in their
customers perceptionprovide warnings of potential satisfaction or dissatisfaction among customers.
Satisfied customers will become loyal to the company. Given the fact that marketers want to keep
dissatisfaction down, especially Among loyal customers, they will want to do things that result in
positive attitudes among customers.
Literature Review
1. Autosave Veronika (2013) in their study shows buying behaviour of consumers plays one of the
key roles in fulfilment of the main goals of a company. It is influenced by many external and
internal factors but the company can also influence the final process of buyer decision-making
significantly by its activities. It also focuses on analysing the behaviour of consumer when shopping
on internet and their motives. The results of the study show the motives of online shopping
behaviour are independent of age of respondents. Motives in each age group are the same and
related.
2. Dr . Renuka Sharma et.al., (2014) in their article discovered that the Indian clients are a lot of
energetic about web shopping and that they do like changed alternatives of web- based shopping in
whole world. The youthful populace is that the greatest fascination of this E-Commerce industry
and that they may contribute generously to the development of on-line shopping in Bharat. Most of
web clients are youthful individuals, most of items and administrations requested are related with
just this part.
3. Manjula Sandhog et. al.,(2015) in their exploration found that clients like to utilize backhanded
selling on the web firms principally on the grounds that it offers assortment of comparative items,
gives more rebate or offers to an item, shows relative depiction for assortment of items also, item
quality surveys are made accessible.
4. Dr D. Vijayalakshmi et.al., (2016) in their article distinguished that the ladies respondents are
happy with quality, cost and brand and bundle in internet shopping. The assumptions for ladies with
respect to the web- based shopping are trustable, ensure, conveyance period, plan of the Site pages,
and so forth Henceforth it is presumed that the internet shopping among ladies are fulfilled on an
entirety.
5. R.N. Balamurugan, D. Jubilee and M. Sathish (2017) in their investigation have given that client
need particularity and web store association will matter and furthermore giving client choices
towards on-line shopping customer conduct. Building customer needs and association is obviously
the most fundamental mission for the e-advertisers since a customer's purchasing choice is
considered as Individual necessities related conduct.
Problem Statement
Urban market has plenty of business prospects and also a diversity of challenges for the marketers who
are inclined to take their business to rural consumers. If marketers not having a thorough knowledge
about rural places and rural market and rural buyer behaviour, it will be difficult for them to have
business with rural market. Except a few big companies, this knowledge is missing in the business
process. Buying practices, product choice, brand awareness & preference, income level, attitude,
knowledge level of urban buyers are different from that of their urban consumers. Companies devote
their precious time carelessly on certain areas of marketing such as brand promotions, celebrity
endorsements, targeting the rural consumers without understanding the practicality of it. Companies
understand the differences between rural and urban consumers, but still they extend their urban
marketing strategies to rural areas. Majority of the population are residing in rural area of India. Urban
market is a huge potential for the sales of consumer durable. Understanding urban people, benefits the
home appliances brands to vend more business and make more return on investment.
Objectives of the Study

1. To know consumer satisfaction towards online shopping.
2. To analyse the opinion of respondents towards security of online shopping
3. To know the quality of online purchased products
4. To evaluate Price of products through online purchase
5. To know the customers opinion regarding information available about online shopping
6. To know the customers satisfaction about online shopping.
HYPOTHESIS
1. H0 : There is no significant relationship between customer satisfaction towards online shopping.
2. H0 : There is no significant relationship between respondents opinion towards online shopping.
3. H0 : There is no significant relationship between quality of products towards online shopping.
4. H0 : There is no significant relationship between products price with respect to online shopping.
5. H0 : There is no significant relationship between respondents opinion towards information available
about online shopping.
6. H0 : There is no significant relationship between customer satisfaction towards online shopping.
RESEARCH METHODOLOGY
A) Sampling Techniques:
a) Sampling Framework:-. Cluster sampling is used for analysis based on respondents Gender,
Age, Educational qualification, Geographical area and Income level of In Bengaluru North place.
Approximately 100 respondents are selected for research work that, who are familiar with online
shopping.
b) Sampling Size- 100 Respondents are selected for research work. Banasawadi, HBR Layout,
Hennur, Jakkur, Jalahalli East and West, Peenya Industrial area, Sanjeevani nagar and
yashawanthpur are consider for research purpose which belongs to Bengaluru North.
c) Research Design:- The present study is a descriptive research.
B) Sources of Data Collection:-

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

The dynamics of urban buyer behavior is a very complex but interesting area for researchers and
marketers. The urban market is huge and largely diversified. Urban buying pattern is different from rural
buying and consumption pattern. Increased investment for rural growth has enhanced the buying power
of the rural consumers. This has resulted in creating an inquisitiveness for many marketers and
researchers in understanding the behavior of rural consumers. Various studies have been conducted in
urban areas and this research study particularly emphasizes on the behaviour of urban customers in-
depth and their brand choices towards buying goods through online. This study is restricted only to
Bengaluru north areas in karnataka, India. Further, urban consumer behaviour can be studyin number of
categories.
LIMITATIONS OF THE STUDY

1. The study is limited to Bengaluru Urban District only due to time constraint.
2. The study was conducted based on the opinions given by the respondents residing in Bengaluru
north.
3. The study is limited to the 100 responses of consumers of Bengaluru North.
4. A dynamic situation of market changing concerning time and media influence is a big constraint.
5. Respondents opinion may be bias due to work pressure.
Chi-Square Test
In order to identify the factors influencing the buyers’ behavior towards online shopping by the selected
respondents from the study area, using Chi-Square (χ2) test and the formula used for that is given below.
χ2 = Σ (OE – E)2 / E
Degree of freedom (D.F) = (R-1) (C-1)
Whereas,
O = Observed frequency
E = Expected frequency
R = Number of rows
C = Number of columns.
The results of the chi-square test are described in chapter four and the chapter is titled as
demographic and level of purchase behavior.
Analysis and Interpretation.
Reliability Check :- on number of items with impact of online teaching during covid-19 lockdown
period on teaching fraternity with applying Cronbach’s Alpha test
Cronbach’s Alpha N of Items
.787 100
Source:SPSS Output
Interpretation:- The reliability check shows that, questions are consistently reflect with each other in
respect of online shopping. All facts are come with equivalent outcome. Cronbach’s Alpha says
reliability outcome is 0.787 is minimally acceptable.
Table :- Opinion about online shopping

Table Value
Chi- Degrees @ 5% Remarks
Factor
Opinion about online shopping Square of Significance
Loading
Value Freedom Level on
DOF
Free shipping increases the Null
number of customers for online .609 11.267 1 3.841 Hypothesis
shopping. Accepted
Customers are conform weather Null
the booked products will be .545 2.800 2 Hypothesis
delivered. 5.991 Rejected
Customers feel that weather Null
delivered products will be .631 5.000 3 7.815 Hypothesis
appropriate. Rejected
Consumers are facing Null
constraints with respect to 7.815 Hypothesis
.902 1.267 3
quality and freshness of the Rejected
delivered products
Null
Online shopping offers free
.767 1.600 2 5.991 Hypothesis
delivery on weekends as well.
Rejected
Table :- Opinion about security

Table Value
Degrees
Opinion about security Chi- @ 5% Remarks
Factor of
towards online shopping Square Significance
Loading Freedo
Value Level on
m
DOF
I hesitate to provide my debit Null
or credit card number while .718 3.400 3 7.815 Hypothesis
purchasing through online Rejected
Null
Loss of risk is more while
.863 4.800 2 5.991 Hypothesis
purchasing through online
Rejected
Null
Possibility of identity theft in
.883 2.867 3 7.815 Hypothesis
online shopping
Rejected
If ordered canceled, is it Null
amount refundable within .868 1.800 3 7.815 Hypothesis
prescribed time Rejected
Null
Overall online purchase is safe. .919 6.600 3 7.815 Hypothesis
Rejected
Table :- Opinion about quality of product

Table Value
Degrees
Opinion about quality of Chi- @ 5% Remarks
Factor of
products Square Significance
Loading Freedo
Value Level on
m
DOF
Product which is purchase Null
through online is it similar to .875 6.067 3 7.815 Hypothesis
purchase in a store. Rejected
E-shopping provide the same Null
condition as traditional -.669 1.267 3 7.815 Hypothesis
shopping Rejected
Product which is purchase Null
through online is rarely 7.815 Hypothesis
.404 2.867 3
incompatible to a products Rejected
purchase in a store.
Is it website maintain the same Null
quality of services to .546 4.667 4 Hypothesis
customers. 9.488 Rejected
Table :- Opinion about price of the products

Table Value
Opinion about price of the Chi- Degrees @ 5% Remarks
Factor
products Square of Significance
Loading
Value Freedom Level on
DOF
Online shopping saves money Null
compare to traditional .594 5.400 1 3.841 Hypothesis
shopping Rejected
Online shopping reduces Null
expenses of transaction rather .898 2.800 2 5.991 Hypothesis
than traditional shopping Rejected
There is no price difference in Null

.935 5.533 3
online and offline shopping Hypothesis
7.815 Rejected
Null
Online shopping product price
.886 6.400 2 Hypothesis
are acceptable.
5.991 Accepted
Table :- Opinion about information available about online shopping

Table
Value @ Remarks
Opinion about information Chi- Degrees
Factor 5%
available about online Square of
Loading Significance
shopping Value Freedom
Level on
DOF
Null
Information through online .838 2.800 2 5.991 Hypothesis
about the product is precious Rejected
Null
Information through online
about the product is up-to-date
7.815 Rejected
Null
Information about online
shopping is genuine
7.815 Rejected
Null
Online shopping products
specification are genuine
7.815 Rejected
Table :- Opinion about information available about online shopping

Table
Value @ Remarks
Customer satisfaction about Chi- Degrees
Factor 5%
online shopping Square of
Loading Significance
Value Freedom
Level on
DOF
Null
.643 2.800 2 5.991 Hypothesis
I am satisfied online shopping
Rejected
Null
Is it online shopping make
.875 5.200 2 5.991 Hypothesis
more interesting
Rejected
Null
I will recommend to others to
-.838 4.667 4 9.488 Hypothesis
do online shopping
Rejected
Null
I enjoy online shopping .371 3.400 3 Hypothesis
7.815 Rejected
Null
Overall online shopping is
excellent
7.815 Rejected
SPSS output
Interpretation:- Chi-square (Calculated) value is less than the table value at 5% significance level. All
the factors table value is more than the calculated (Chi-Square) value, hence null hypothesis rejected and
alternative hypothesis accepted.
Suggestions:
1. Online customers are encouraged to carry out a great scope of publicizing communication missions
to get more clients. Aside from appealing deals advancements contributions.
2. The quantity of staff, their agreeable nature, and affable conduct to help the customers will lead the
store to better development and productivity.
3. Online customers to keep a data framework for creating SMS's and emails to the clients on the
offers accessible in the stores.
4. It is vital for the B2C E-Commerce sites to keep a client touchy valuing system, to convey client
the best incentive for his cash.
5. Online customers ought to have a concurrence with associations and different establishments and
give off markdown coupons to the representatives in different associations and foundations as
workers are the spine for the web-based shopping.
6. Client care support which plays an imperative job in taking care of business the online customer
picture.
7. Online customers can get precise criticism from the clients and about their experience in shopping
and their significant ideas to improve the B2C site execution for better shopping. This prompt
decreases the degree of disappointment of the clients.
Conclusion:-
Web-based media assumes an essential part on purchaser buying choice in presently days, the online
customers keep up sincere relationship and up to date data with respect to the item types and their costs
through their web-based media channels to be looked after well. Whenever gave well, it brings rehashed
shoppers, great informal exchange and greater productivity Subsequently this examination has made it
conceivable to comprehend the shopper perspectives in more prominent profundity, explicitly
concerning internet shopping. Further, the discoveries of this examination can be utilized to improve in
general execution of the B2C E-Commerce sites. There is a vital importance on online shopping in the
study area.
References :-
1. Ahasanul Haque & Ali Khatibi. (2007). The Impact of internet marketing on customer satisfaction:
A study Malaysian perspective. Journal of Mobile communication, 1 (1) 29-35.
2. Dr. Renuka Sharma et.al., (2014) “Understanding Online Shopping Behaviour of Indian Shoppers”
InternatIonal Journal of ManageMent & BusIness studies. Vol. 4, ISSue 3, Spl- 1, pp.9-18.
5. Jagadish N. Sheth, Atul Pravatiyar and Shainesh G., (2011), “Customer Relationship Management”,
Tata McGraw-Hill EditionPvt Ltd, New Delhi.
6. Kothari C.R (2006), “Research Methodology”, 2nd Edition, New AgeInternational Publications,
New Delhi.
7. R.N. Balamurugan, D. Jublee and M. Sathish(2017)., “Impact of Individual Factors through

Customer Choices on Online Consumer Buying Behavior” Great Lakes Herald ,Volume 11 Issue
No 1,19- 38.
8. http://indianexpress.com/

RP2022 9

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

RP2022 9

Uploaded by

Copyright:

Available Formats

© 2022 IJRAR February 2022, Volume 9, Issue 1 www.ijrar.

org (E-ISSN 2348-1269, P- ISSN 2349-5138)

A STUDY ON CONSUMER PERCEPTION

Objectives of the Study

B) Sources of Data Collection:-

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

Table :- Opinion about online shopping

Table :- Opinion about security

Table :- Opinion about quality of product

Table :- Opinion about price of the products

There is no price difference in Null

Table :- Opinion about information available about online shopping

Table :- Opinion about information available about online shopping

7. R.N. Balamurugan, D. Jublee and M. Sathish(2017)., “Impact of Individual Factors through

You might also like