STUDENTS BEHAVIOR ON PURCHASE OF ELECTRONIC

PRODUCTS ONLINE

By

Sangeeta Sharma Panthi

Symbol no.: 18824/17

TU REG No.: 7-2-0052-0526-2017

A Summer Project Report Submitted to

Office of the Dean

Faculty of Management, Tribhuvan University

In the partial fulfillment of the requirements for the degree of

Bachelor of Business Administration

at the

Bhairahawa Multiple Campus

Tribhuvan University

Bhairahawa

March 2022
 STUDENT’S DECLARATION

This is to certify that I have completed the Summer Project entitled “Students
Behavior on Purchase of Electronic Products Online”: A case study of bachelor
level students under the guidance of Dr. Sahadev Bhatta in the partial fulfillment of
the requirements for the degree of Bachelor of Business Administration at Faculty of
management, Tribhuvan University. This is my original work and I have not
submitted it earlier elsewhere.

Signature:…………...

Sangeeta Sharma Panthi

 CERTIFICATE FROM SUPERVISOR

This is to certify that I have completed the summer project entitled “Students
Behavior on Purchase of Electronic Products Online” a case study of bachelor
level students is an academic work done by “Sangeeta Sharma Panthi” submitted in
the partial fulfillment of the requirements for the degree of Bachelor of Business
Administration at faculty of management, the information presented by him/her in the
summer project.

…………………………………

Signature of the supervisor

Dr. Sahadev Bhatta
 ACKNOWLEDGEMENTS

The summer project report on “Students Behavior on Purchase of Electronic

Products Online” has been prepared as the partial fulfillment of the requirement for
the degree of bachelor in business administration.

First of all I would like to gratitude to the Tribhuvan University as well as the
Bhairahawa Multiple Campus for providing a BBA program with summer project that
helps us to extend our theoretical knowledge to practical level through fieldwork.

I would like to thank our respective teacher Dr. Sahadev Bhatta for giving us the
guidance and mentorship for the preparation of our proposal and for the field visit so
as to carry on with our research with the collected of relevant data and information.

Similarly, I would like to thank my friends and family for their endurance and
encouragement, which was greatly needed most of the time. I would also express my
gratitude to all the participants in questionnaire data collection for giving their time.

Sincerely,

Sangeeta Sharma Panthi

 TABLE OF CONTENTS

TITLE’S PAGE....................................................................................................................i

STUDENT’S DECLARATION..........................................................................................ii

CERTIFICATE FROM SUPERVISOR.............................................................................iii

ACKNOWLEDGEMENTS................................................................................................iv

TABLE OF CONTENTS....................................................................................................v

LIST OF TABLES............................................................................................................vii

LIST OF FIGURES..........................................................................................................viii

EXECUTIVE SUMMARY................................................................................................ix

CHAPTER I: INTRODUCTION........................................................................................1

1.1 Context information:......................................................................................................1

1.1.1 E-commerce in Nepal:.............................................................................................2

1.2 Consumer behaviour:.....................................................................................................3

1.3 Objective of the study:...................................................................................................3

1.4 Significance of study:....................................................................................................3

1.5 Literature review:...........................................................................................................4

1.5.1 Conceptual framework:............................................................................................7

1.6 Research methodology:.................................................................................................8

1.6.1 Research design:......................................................................................................8

1.6.2 Research gap:...........................................................................................................9

1.6.3 Types of data:..........................................................................................................9

1.6.3.1 Primary data:......................................................................................................9

1.6.3.2 Secondary data:..................................................................................................9

1.7 Population and sample:................................................................................................10

1.8 Tools used for analysis:...............................................................................................10

1.9 Limitations:..................................................................................................................10

CHAPTER II: DATA PRESENTATION AND ANALYSIS.............................................1

2.1 Respondents profile:....................................................................................................11

2.1.1 Gender of respondents:..........................................................................................11

2.1.2 Age group:.............................................................................................................13

2.1.3 Faculty of study:....................................................................................................14

2.2 Analysis of data:..........................................................................................................15

2.3 Major findings and discussions:..................................................................................25

2.4 Discussions:.................................................................................................................26

CHAPTER III: CONCLUSION AND ACTION IMPLICATION...................................27

3.1 Conclusion:..................................................................................................................27

3.2 Action implications:.....................................................................................................28

REFFERENCE

APPENDIX (Questionnaire)
 LIST OF TABLES

Table2.1.1:Gender of Respondents....................................................................................12

Table2.1.2:Age Group.........................................................................................................1

Table2.1.3:Composition of Respondents on Basis Of Faculty............................................1

Table2.1.4:Respondents View on The Basis of Shopping Habit.........................................1

Table2.1.5:Respondents Emphasis on Product Purchase....................................................1

Table2.1.6:Concerning Attributes.......................................................................................1

Table2.1.7:Intention to Buy.................................................................................................1

Table2.1.8:Suitability..........................................................................................................1

Table2.1.9:Comparison with Physical Store.......................................................................1

Table2.1.10:Influencing Factor...........................................................................................1

Table2.1.11:Knowledge About the Platform.......................................................................1

Table2.1.12:Problem Faced.................................................................................................1

Table2.1.13:Trust Level.......................................................................................................1
 LIST OF FIGURES

Figure2.1.1:Affecting Factors..............................................................................................7

Figure2.1.1:Gender of Respondents....................................................................................1

Figure2.1.2:Age of Respondent.........................................................................................13

Figure2.1.3: Faculty of Study............................................................................................14

Figure2.1.4:Shopping in Online Store...............................................................................15

.Figure2.1.5:Respondents Emphasis on Product Purchase..................................................1

Figure2.1.6:Concerning Attributes......................................................................................1

Figure2.1.7:Intention to Buy..............................................................................................18

Figure2.1.8 :Suitability to Buy............................................................................................1

Figure2.1.9 :Comparison...................................................................................................20

Figure2.1.10: Influencing Factor.......................................................................................21

Figure2.1.11:Knowledge About the Platform...................................................................22

Figure2.1.12:Problem Faced................................................................................................1

Figure2.1 13:Trust Level.....................................................................................................1

 EXECUTIVE SUMMARY

The role of e-commerce has dramatically increased in the recent years. Internet has
transformed into arena for successful international retail. With growing importance of
online trade, research of consumer behavior in online context gained significant
attention. But studies tend to generalize consumer behavior without distinguishing
specific categories of products.

This research contributes to the study of consumer behavior towards buying

electronics. It aims to investigate factor that influence intention to buy electronics
online and find out how they differ across various students studying in different
faculty. The data was gathered through an online questionnaire and analysis with the
use of quantitative statistical methods. The analysis showed that attitude towards
buying consumer electronics online and attitude toward using online stores have a
strong impact.

The findings contribute to research literature and gave practical implications for the
managers of online stores.
 CHAPTER I
INTRODUCTION

1.1 Context information:

By definition, ecommerce or electronic commerce, is the buying and selling of
products or services via the Internet. For many people, ecommerce is something we
participate in on a daily basis like payment of bills, shopping etc. Nowadays the
thought of living without ecommerce seems impossible, complicated and an
inconvenience to many. It wasn’t until only a few decades ago that the idea of
ecommerce had even appeared.
The history of ecommerce started 40 years ago and, to this day, continues to grow
with new technologies, innovations, and thousands of businesses entering the online
market each year. Electronic Data Interchanges and teleshopping in the 1970s paved
the way for the modern day ecommerce store. The history of ecommerce is closely
intertwined with the history of the internet. Online shopping only became possible
when the internet was opened to the public in 1991. Michael Aldrich, an English
entrepreneur, in 1979 invented Online Shopping. He invented online shopping to
enable online transaction processing between consumers and business, a technique
which is now known as E-commerce. Then, in 1990, with the creation of World Wide
Web by Tim Berners-Lee, online processing reached to the general public. Similarly,
in 1994 Netscape launched first commercial Browser – Navigator. In the same
year, Pizza Hut offered online ordering of Pizza on their website. In
1995, Amazon started selling Books Online and EBay (An American Multinational
Corporation and e-commerce Company, providing consumer-to-consumer and
business-to-consumer sales services via the Internet) was founded. E-commerce is
now a major part of the Internet. Major countries and companies have started selling
online. Home delivery, online payment, satisfaction guaranteed, and money back
returns are provided by e-commerce companies for trusted and quality products over
the internet. The number one advantage that e-commerce possesses is speed. A large
number of people prefer online shopping because of following advantages:

1
 Time Saving, Easy to Compare Prices,

 More Variety,

 Less Prices as compared to physical market,

 Less Taxes,

 No Crowd,

 Save the Transportation cost etc.

1.1.1 Ecommerce in Nepal:

By the influence of latest technology from neighboring countries, such as India and
China, Nepal is on its way to success through e-commerce. Online shopping is taking
the Nepalese market by storm and it is facilitated by various ISP providing good
service. Various apps and payment methods are developed for the convenience of the
users. The interest of students in the field of IT, the growth of IT companies has
helped a lot in the awareness and interest in young generation for internet and IT, has
directly created more opportunities for the growth of e-Commerce in Nepal.

A decade ago, e-commerce was setup as sending gifts and money online and other
websites promoting Send Gifts to Nepal which did not had real meaning of e-
commerce. They were target to Nepalese residing in USA, UK, Australia and Europe.
There was no effect of that business to support the e-commerce in Nepal. Gradually
the business was promoted by other companies who saw there was a marginal profit.
Along with the rise of IT, and business concept many online stores were launched but
they did not have the actual process of buying and selling online. Some of the
companies that existed in initial phase of ecommerce development are:

 Daraz.com
 Sastodeal.com
 Muncha.com
 Thulo.com
 Bhatbhateni online

2
1.2 Consumer behavior:
According to Kotler (1994), consumer behavior is the study of how people buy, what
they buy, when they buy and why they buy. Consumer behavior research is based on
studying consumer buying behavior, in which consumer plays tree different roles:
payer, buyer and user. It pursuits comprehension of buyer’s decision making process
(Furaji et al.2012). Consumer buying behavior refers to the study of the ways of
buying and disposing of goods, services, ideas or experiences by the individuals,
groups and organizations in order to satisfy their needs and wants (Kotler and Keller
2011).

Consumer behavior traditionally constitutes of five stages: problem recognition,

information search, evaluation of alternatives, purchase decision, and post-purchase
behavior (Engel et al. 1973). This is largely a psychological process (Furaji et al.
2012). Prediction of consumer behavior is challenging and causes problems even for
experienced professionals (Armstrong 1991). There are numerous factors that
influence consumer purchasing decisions, among which most commonly recognized
are cultural, social, personal, and psychological characteristics of an individual
(Kotler and Armstrong 2014: 159) as well as marketing mix applied by companies for
a particular product

1.3 Objective of the study:

 To analyze about intention of consumer on purchasing electronic product
online.
 To examine factors influencing the decision

1.4 Significance of study:

The study attempted to examine the factors affecting behavior on purchasing
electronic products online. The finding of this study may be helpful to understand the
main factors that online consumer takes into consideration while making purchase
decision. It helps to know about the satisfaction level of consumers towards online
shopping of electronic product. As well all helps in creating and implementing
various strategies. It helps the online retailers to enhance their consumer knowledge
and increase their online marketing strategy effectiveness.

3
1.5 Literature review:
Electronic product includes products such as cellular phones and other personal
communication devices, TVs, video and audio recorders and players, cameras, home
security systems, etc. So, these are the products of everyday use by many people.

Most consumers’ research electronics online before buying an item, and the amount
of time spent on information search is proportional to the price. However, around a
half of those who spend average of 12 hours in information search online still result in
buying an item offline in a traditional store.

Of a particular interest is a research by Kim et al. (2010), who emphasize higher risk
connected to shopping consumer electronics online compared with ‘low involvement
products’. The inability to examine the product before purchase and lack of personal
contact (with shopping assistant) are particularly strong concerns for consumers of
electronics because of high prices and complexity of the items of this category. The
researchers investigated acceptance of product virtualization technology (rotating the
product on screen, examining its specific features – image, sound, etc. - through
virtual technologies) to online shopping of electronics. They concluded that use of
product virtualization technology can facilitate online retailers because it decreases
uncertainty regarding buying items of this category online,

Weber et al. (1999), conducted a study on those who search for or purchase travel
products through on-line with the age group of 26 to 55 years. Results on the basis of
the study concerns about credit card security, evaluation of product quality, and
privacy issues are the main problems faced while on-line purchase of travel products,
were made.

Vellido et al. (2000), pointed out in his research, that there are nine factors associated
with user’s perception of online shopping. Among those factors the risk perception of
users was demonstrated to be the main discriminator between people buying online
and people not buying online. Other discriminating factors were control over, and
convenience of, the shopping process, affordability of merchandise, customer service
and ease of use of the shopping site.

4
Furaiji et al. (2012) conducted a study of factors that influence purchase of electric
appliances based on consumers in Iraq (without inclusion of online context). Their
findings showed that social factors, psychological factors and marketing mix have the
strongest influence on buying decisions of electronics.

Corbitt et al. (2003), argue that information to make the purchase and to be able to
make comparisons with alternative offers plays an important role in the absence of
sales staff and the inability to see and try the product. The cost of accessing the
Internet is also a decisive factor for engaging in Internet activities. While low prices
do not guarantee high penetration, they are an important factor for more widespread
development of the Internet and consequently, of electronic commerce.

Clark et al. (2004), in their study reviewed the research into the various issues that
may differentiate online consumer behavior and whether they are able to produce the
understanding needed to construct behavioral models that can help realize the full
potential of ecommerce. The study concluded that a more comprehensive approach to
modeling online consumer behavior is needed in order to coherently describe the
online consumer experience.

NikMat et al. (2005), studied that the higher website trust will create higher intention
for online shopping. The study provides the consumers do not trust the website during
online shopping. Maybe another factors are very important than trust like types of
products. This result however is in contradiction with the result depicted in other
research which shows trust level may affect consumers’ willingness to purchase and
propensity to return to the site.

Rao (2006), carried out in his study consumers’ attitude towards online shopping is a
prominent factor affecting actual buying behavior. The results of study of perceptions
of 200 online purchasers in Hyderabad reveal trust, security, Internet speed, and
responsiveness significantly affect online purchasers’ behavior. In addition, on
examination of demographic variables like gender, age and education are used; the
study reveals that might help organizations develop effective strategies eventually
leading to customer satisfaction.

5
Athiyaman (2002), also highlighted the importance of such word of mouth
recommendations, finding that social influences have been found to be important
determinant of internet users' intention to purchase air travel online, second only to
the attitude towards online purchasing.

Tulin (2007), in his research report helped the business owners again, by posting
some comprehensive status about online consumer behavior. For this purpose, the
study has broken out the industry, into particular field. The study revealed that 80% of
internet users go online to find health related information, 85% of Google users have
made an online purchase in the past six months, approximately 20 million people are
browsing new home listing each month and more than 70% of Google users have
shown some interest in a financial service product.

Venkatesh et al. (2008) is his article analyzed the new trends in marketing and
observed that several developments in technology have completely transformed the
world and made life easier for people on the transactions of business and work.
Notable among these is called “Internet and Online Marketing”. In essence, this
activity enables buyers and sellers of goods and services to get their task
accomplished without the necessity to travel. In internet marketing, the users access
the products of their choice but it is not possible to trace and test all aspects of the
marketing campaign.

6
1.5.1 Conceptual framework:

Figure 1.1: Affecting Factors

 Perceived Benefits:
Perceived benefit refers to the perception of the positive consequences that are
caused by a specific action. In behavioral medicine, the term perceived benefit is
frequently used to explain an individual’s motives of performing a behavior and
adopting an intervention or treatment. Researchers and theorists attempt to measure
positive perceptions because they believe that a behavior is driven by an
individual’s cognition in terms of acceptability, motives, and attitudes toward such
behavior, especially if positive.

 Perceived Risks:

Perceived risk is the uncertainty a consumer has when buying items, mostly those that
are particularly expensive. For example, cars, houses, and computers, etc. Every time
a consumer considers buying a product, he or she has certain doubts about the
product, especially if the product in question is highly priced.

 Psychological Factor:

Psychological factors that influence the buying involve motivation, learning,

perception, attitude, belief, value, etc. in case of online buying, clarity of the
information, gaining trust of consumers, creating urgency, showing commitment, etc
play the major roles.

7
 Hedonic Motivation:

Hedonic motivation refers to the influence of a person's pleasure and pain receptors
on their willingness to move towards a goal or away from a threat. This is linked to
the classic motivational principle that people approach pleasure and avoid pain, and is
gained from acting on certain behaviors that resulted from esthetic and emotional
feelings such as: love, hate, fear, joy, etc.

 Website Design:

Web design encompasses many different skills and disciplines in the production and
maintenance of websites. The different areas of web design include web graphic
design; interface design; authoring, including standardized code and proprietary
software; user experience design; and search engine optimization. Often many
individuals will work in teams covering different aspects of the design process,
although some designers will cover them all. The term web design is normally used to
describe the design process relating to the front-end (client side) design of a website
including writing markup.

1.6 Research methodology:

Research methodology is the procedure used to identify select, process and analyze
the information about a topic. This is important in the research as it will have a direct
impact upon our result of the research. So suitable methods should be used otherwise,
the objective of our research will not be met. It is concerned with the way to solve the
problems systematically and the way the research is to be carried out. Thus,
determination of research design, determining the population and sample, types of
data and methods of its collection; and selecting the appropriate methods for analysis.

1.6.1 Research design:

Research design is the specification of methods and procedures for acquiring the
information needed .Researcher studied about consumer’s behavior on purchasing
electronic product online. So descriptive design will be used to observe and depict the
participant in accurate way.

8
1.6.2 Research gap:
There are many research conducted regarding the students behaviour on purchase of
electronic products online. After going through all the previous research conducted to
analyze the student’s behaviour on purchase of electronic products online researcher
came to know that my research is a different from previous research in this multiple
campus. This research is based on analyzing the student’s behaviour on purchase of
electronic products online with the selection criteria on the basis of reliability,
convenience, assurance and accessibility.

1.6.3 Types of data:

1.6.3.1 Primary data:

The researcher will go the field so as to collect the first hand data by communicating
with the respondents. The researcher will try to gather as much information as
possible. The methods of collection of primary data will be through following
methods:

 Questionnaire: A structured questionnaire will be prepared by the researcher

which will be given to the people to collect the relevant data. If any problem is
faced by the respondent in questionnaire, it will be addressed by the
researcher.
 Interview: face to face communication will be carried out with the respondents
so as to gain the qualitative data besides the data in the questionnaire.

1.6.3.2 Secondary data:

For further accumulation of the relevant data, researcher will go through the various
published and unpublished sources of information such as:

 Published and unpublished reports

 Websites
 Journals
 Medias

9
1.7 Population and sample:
Sampling refers to any procedure that draws conclusion based on measurement of
population. The population of this study is the bachelor level students as they are the
youths of the present time who are well familiar will the growing technology. For the
sample, 50 students were randomly selected whose response was collected through
structured questionnaire.

1.8 Tools used for analysis:

The data is collected through the structured questionnaire having objective questions
including some multiple choice questions. The data will be presented in tables and
figures and statistical tools will be used for extracting the result.

1.9 Limitations:
 The research has to be completed in a limited amount of time, there is lack of
adequate time
 We don’t have financial support for budget to carry out the research in deeper
detail.
 The sample size taken relatively small to extract the accurate result.

10
 CHAPTER II

DATA PRESENTATION AND ANALYSIS

This section presents the presentation and analysis of the data that were collected
through the research process. This chapter is composed of descriptive result of key
variables, which are presented via pie chart, bar diagram, and so on. The required
information was collected from the college going students of the study area. To obtain
the participants’ response, structured questionnaires were made and data was
collected, and their responses were analyzed. The data collected was then arranged,
classified and presented in the form of tables, graphs and bar diagrams in the later part
of the report. Those statistical presentations of the data show the consumer behavior
on purchase of electronic products online.

2.1 Respondents profile:

Respondents are those individuals who complete a survey or interview for the
researcher, or who provide data to be analyzed for the research study. This section
includes the details about the respondents’ general information. The questionnaire
was designed to collect primary data in order to find first-hand information on how
the respondents value the importance of price, trust, and convenience and other
factors when making purchases over the internet or through online platform. The
details about the respondents’ profile are explained below with the help of various
tables and diagram.

2.1.1. Gender of respondents:

This study has covered of both male and female respondents. The table 2.1 provides
information about male and female respondents.

11
Table: 2.1.1: Gender of respondents
Gender No. of respondents Percentage (%)

Male 35 70%
Female 15 30%
Total 50 100%
(Source: Field survey, 2022)

From the survey stated in the table 2.1.1, the majority of respondents are male that
represents 70 percent of the total respondents. The above data can be shown in the
following pie chart that can helps to easily analyze the proportion of gender of the
respondents.

Gender
30%

male
female

70%

Figure: 2.1.1: Gender of respondents

Gender was included in the survey in order to find out if there is a difference between
men and women concerning the beliefs towards the factors. The figure 2.2.1 shows
that, the distribution of male and female respondents shows a majority of male
respondents (70percent), compared to the female respondents (30percent).

12
2.1.2 Age group.
The table 2.1.2 shows the age of individual respondents taken under study. The age of
respondents are classifies into three different gaps such as: 16-20, 21-25 and above 26

Table: 2.1.2: Age group

Age No of respondents Percentage (%)
16-20 9 21.66%
21-25 35 48.34%
26 and above 6 30%
Total 50 100%
(Source: Field survey, 2022)

As this research was carried on, focusing on the online shoppers, they lie mostly on
the age group from 21-25 years. It is presented in following diagram:

Age Group

35

30 35

25
Age Group
20

15

10
9
6
5

0
16-20 21-25 26-above

Figure: 2.1.2: Age of respondent

Age was included to find out if there is a significant relationship to what impact the
factors price, trust, and convenience have on different age groups. The figure 2.1.2
shows that majority of the online shopping is done by the people belonging to age
group 21-25.

13
2.1.3 Faculty of study
Faculty of study is the enrollment that student is currently involved.

Table: 2.1.3: Composition of Respondents on Basis of Faculty

Faculty No. of respondents Percentage (%)

BBA 20 40%
BIM 9 18%
BBS 6 12%
BBM 6 12%
Other 9 18%
(Source: Field survey, 2022)
Most of the respondents were found to have passed Bachelor Degree. Only few of
them were studying or had completed Higher Secondary Level and Masters’ level. It
can be clearly presented in the following diagram to make clear picture of above data.

Faculty
18%

BBA
40% BIM
12% BBS
BBM
Other
12%

18%

Figure: 2.1.3: Faculty of Study

The pie chart 2.1.3 shows that 20respondents i.e.40 percent is students who have
undertaken BBA and 9 respondents i.e. 18 percent are involved in BIM, 6 respondents
in BBS i.e.12 percent, respondents are students of BBM i.e. 12 percent and other 9
respondents are involved in faculty like BSC-CSIT, BSC & MBS.

14
2.2 Analysis of data:
Various questions were asked to the respondents regarding their view of purchase of
electronic product through online platform. Data analysis is an important part of the
research since the conclusion of the research is drawn on the basis of data collected
and presented in this session. Therefore the data presented should be simple and clear
as far as possible. Here this session is related with analysis and presentation of data
that was obtained through questionnaire. We asked whether the respondents shops in
online store or not and if not then are they planning to use the platform. Following are
the response we got.

Table: 2.1.4: Respondents View on The Basis of Shopping Habit

Response No. of respondents

Yes 21

No, but planning 19

No 10

(Source: Field survey, 2022)

Through this it can we can see that majority of respondents use the online platform for
shopping i.e.21.42% and by some minor differences in number they haven’t use the
platform but are planning(19.38%) remain don’t use the platform i.e.10%

Shoping in online store

20%

42%
Yes
No, but planning
No

38%

Figure: 2.1.4: Shopping in Online Store

15
 Product emphasis:

As online retail stores offer more variety of products even within the electronic
categories so to understand what kind of items are bought online mostly by the
respondents they were asked to choose among categories: Laptops, mobiles, home
appliances, accessories.

Table: 2.1.5: Respondent’s Emphasis on Product Purchase

Product Number of respondent

Laptops 12

Mobiles 10
Home appliances 8
Accessories 15
Others 5
(Source: Field Survey, 2022)

From the survey, most of the people are involved in purchase of electronic
accessories, laptops & then mobiles. The data is further presented into bar graph:

Product Emphasis
15
16
14 12
12 10
10 8
8 5
6
4
2
0
laptops mobiles Home appliances accessories others

Figure: 2.1.5: Respondent’s Emphasis on Product Purchase

The figure 2.1.5 shows that there are 12 respondents’ i.e. 24 % who purchase
laptops, 10 respondent i.e.20 % purchase mobiles, 8 respondent i.e.16 % purchase
home appliances, 15 respondent i.e.30 % purchase accessories which appears to be
the most preferred item to purchase online whereas 5 respondent i.e.10 % purchase
other items through online.

16
 Concerning attributes:

Respondents were asked about the attributes that matter the most to them while
purchasing electronic product online. Their response is presented in the following
table.

Table: 2.1.6: Concerning Attributes

Attribute No. of respondents Percentage (%)

Price 22 44%

Quality 16 32%
Brand name 10 20%
Other 2 4%
(Source: Field Survey, 2022)
Through this we see that majority of the respondents are price sensitive i.e. 44% then
after only comes quality of a product i.e. by 32% and brand name and other attributes
20% and 4 % respectively.

Attributes

Other 2

Brand name 10
Attributes

quality 16

Price 22

0 5 10 15 20 25

Figure: 2.1.6: Concerning Attributes

The bar graph 2.1.5 shows that 22 respondents i.e. 44 percent are price sensitive and
16 respondents i.e. 32 percent give emphasis on the quality of the product then brand
name and other; design, easiness, convenience.

17
 Intention to buy:

The respondents were asked if they had any plan to buy an electronic product within
12 month or not. We had given three options i.e. agree, neutral (maybe),
disagree .following were the result.

Table: 2.1.7: Intention to Buy

Intention to buy No. of respondents Percentage (%)

Agreed 15 30%
Neutral (maybe) 25 50%
Disagree 10 20%
(Source: Field Survey, 2022)

Through the table we see that most of the respondents think that they may purchase
electronic product within next 12 months i.e.50% and 30% agreed that they will buy
product with in next 12 month.

Intention
20% 30%

agreed
Neutral (maybe)
disagree

50%

Figure: 2.1.7: Intention to Buy

Observing the above pie chart we see that most of the respondents think that they may
purchase electronic product within next 12 months i.e.50% and 30% agreed that they
will buy product with in next 12 month and remaining 20% disagreed with the
intention of buying the product.

 Suitability:

18
The respondents were asked whether online platform are suitable place to buy
electronic product or not. Their response is presented in the table.

Table: 2.1.8: Suitability

Response No. of respondents Percentage (%)
Agreed 10 20%
Neutral (maybe) 25 50%
Disagree 15 30%
(Source: Field Survey, 2022)

Through the table we see that most of the respondents have neutral thoughts that
online platform is suitable for buying electronic product s i.e.50% and 30% agreed
that it’s a suitable place.

Suitability
30% 20%

agreed
Neutral (maybe)
disagree

50%

Figure: 2.1.8: Suitability to Buy

Observing the pie chart we see that most of the respondents have neutral thoughts that
online platform is suitable for buying electronic product s i.e.50% and 30% agreed
that it’s a suitable place.

 Better place than physical store:

19
The respondents were asked if online platform are suitable than physical store to buy
electronic product. Their response are presented in the table

Table: 2.1.9: Comparison with Physical Store

Response No. of respondents Percentage (%)
Agreed 2 4%
Neutral (maybe) 15 26%
Disagree 33 70%
(Source: Field Survey, 2022)

Through the table we see that most of the respondents disagree that online plat form is
better than physical platform to purchase electronic product .only few of them agree
on it i.e.4%

Comparison
4%
26%
agreed
Neutral (maybe)
disagree

70%

Figure: 2.1.9 : Comparison

Through the pie chart we find that most of the respondents disagree that online
platform is better than physical platform to purchase electronic product .only few of
them agree on it i.e.4%

 Media or advertisement as influencing factors:

20
The respondents were asked if media or advertisement were main the factor that led
them to use the online platform for purchasing electronic product.

Table: 2.1.10: Influencing Factor

Response No. of respondents Percentage (%)

Agreed 23 46%

Neutral (maybe) 15 30%

Disagree 12 24%

(Source: Field Survey, 2022)

Through the table we see that most of the respondents agree that media is the
influencing factor to make them use online platform i.e.46% and 24%diasgree on this
context where as 30%of the people have neutral thoughts on this.

Influencing factor
24%

46% agreed
Neutral (maybe)
disagree

30%

Figure: 2.1.10: Influencing Factor

Observing the pie chart we see that most of the respondents agree that media is the
influencing factor to make them use online platform i.e.46% and 24%diasgree on this
context where as 30%of the people have neutral thoughts on this.

 Knowledge about the platform:

21
The respondents were asked if they had proper knowledge about the use of the
platform. Their response is presented in the table.

Table: 2.1.11: Knowledge about the platform

Response No. of respondents Percentage (%)

Agreed 26 52%

Neutral (maybe) 15 30%

Disagree 9 18%
(Source: Field Survey, 2022)

Through the table we see that most of the respondents agree that they have proper
knowledge about the use of online platform i.e.52% and 18%diasgree on this context
where as 30%of the people have neutral thoughts on this.

Proper Knowldge

18%

agreed
Neutral (maybe)
disagree
52%

30%

Figure: 2.1.11: Knowledge about the platform

Through pie chart we see that most of the respondents agree that they have proper
knowledge about the use of online platform i.e.52% and 18%diasgree on this context
where as 30%of the people have neutral thoughts on this.

 Problem Faced:

22
The respondents were asked if they had faced problem using the online platform
either while selecting the product or during the delivery. Their response is presented
in the table.

Table: 2.1.12: Problem Faced

Response No. of respondents Percentage (%)
Many time 11 22%
Rarely 15 30%
None 24 48%
(Source: Field Survey, 2022)

Through the table we see that most of the respondents stated that they do not face
much problem i.e.48% and 30% of the respondents stated that they rarely face
problem while 22%of respondents stated that they face lot of problem.

Problem Faced

22%

48%

30%

Many time Rarely none

Figure: 2.1.12 Problem Faced

In the pie chart we can see that most of the respondents stated that they do not face
much problem i.e.48% and 30% of the respondents stated that they rarely face
problem while 22%of respondents stated that they face lot of problem.

 Trust level of information:

23
The respondents were asked regarding their trust level on the information provided on
the different online platform or websites regarding the products. Their response is
presented in the table.

Table: 2.1.13 Trust level

Response No. of respondents Percentage (%)
High 12 24%
Medium 23 46%
Low 15 30%
None 0 0%
(Source: Field Survey, 2022)

Through the table we see that most of the respondents stated that they have medium
level of trust towards the information provided by various online platforms i.e.46%
and 30%have low and 24% have high trust.

Trust Level
30% 24%

high
medium
low
none

46%

Figure: 2.1.13 Trust Level

Through the pie-chart we see that most of the respondents stated that they have
medium level of trust towards the information provided by various online platforms
i.e.46% and 30%have low and 24% have high trust.

24
2.3 Major findings and discussions:
The findings show that internet usage has increased over the years and it is leading to
an increase in online shopping and also shows the consumers perception towards
online shopping of electronic products. As per the research, consumer’s perception
towards online shopping is satisfactory. The major findings of the study are
 Online shopping is the third most popular internet activity and shopping of
electronic products is one of popular category.
 It is found that people of age above twenty are the ones who are involved in
shopping of electronic product online.
 Even with the facilities there are still people who have no intention to use the
online platform while some of them are planning to use in the future.
 It is found that most people use the online platform to purchase electronic
accessories in compare to laptops and mobiles.
 Price still is the major attribute that concerns people, which shows people are
price sensitive.
 Most people agreed that online platform is suitable for purchasing electronic
platform while some did not agree to it.
 Even with the increased usage of online platform, almost all people think that
physical stores are still better option in comparison to online platform.
 It is found that most people are engaged in online shopping of electronic
product due to influence of media and advertisement
 People generally do not face problem while using online platform to purchase
the electronic product
 Most of the people have mediocre level of trust towards the information
provided in online platform.
 As there is large number of retailer doing business online, there is wide
availability of products and services. The researcher finds that the respondents
have positive attitude towards the broad availability and selection of goods on
the internet.
 The consumers are neither fully satisfied nor dis-satisfied with the online
services. However, they purchase online for convenience purpose.

25
2.4 Discussion:
Internet usage has increased over the years and it is leading to an increase in online
shopping and also shows the consumers perception towards online shopping of
electronic products. Mainly the youths are focused or are encouraged towards online
shopping of electronics as electronic products have become one of the basic parts of day to
day life.

26
 CHAPTER III
CONCLUSION AND ACTION IMPLICATION

3.1 Conclusion:
Online shopping is increasing and is becoming a trend. More people are being
involved into internet shopping as seen by the research because of the value it offers
to a customers such as convenience, doorstep delivery, a broad product selection. The
main motivating factors seen during the research was the convenience and customer
service which drives the people to online shopping for the products they need. Huge
variety of products is available in the internet and the consumers have freedom to
choose, compare and analyze them.

A huge number of students are shopping online because of the changing lifestyles.
Despite its huge scope and advantages, there hasn’t been optimum utilization of the
available facilities by the consumers. Online shopping today is an incomplete,
fragmented and sometimes frustrating process. Therefore merchants should set
themselves apart from their competitors by factors other than price, constantly
innovate and move towards creating customer confidence to trade online. They should
provide massive selection at lower prices, offer a personalized customer experience
and their web sites should deliver a shopping experience that addresses all of the
consumer needs like recommendation about the products, feedback from other
customers, etc. Most of the Nepalese still like to see the product before buying. So
efforts should be made to change this mindset of the people by making them aware of
the benefits of online shopping.

The perception on online shopping varies from person to person each person has their
own preferences on purchasing the products. Each one is affected by various factor
and attributes. The process for the purchase of the product should be made effective
and easy to use for the consumers.

27
3.2 Action implications:
Results of this study can be useful to the managers and marketers of online stores that
sell consumer electronics. It can give them a better understanding of what drives
consumer’s intention to make a purchase on their website.

Attitude towards buying consumer electronics online was proven to have a great
influence on consumer’s purchase intention. Managers of online stores can use it to
increase sales by emphasizing how shopping on their website is a positive experience.
Ensuring safety of the shopping process is one way, so it is necessary to provide
security and fraud-protection. Marketing campaigns should address complete safety
of online shopping experience in the store. It can also be beneficial to create an image
that the online store has certain benefits,

Which are unavailable in a physical store. It can be achieved by providing a greater

selection of products, instant customer service that is available 24/7, lower prices, and
unique information on the products.

Another factor that to a large extent affects intention to purchase electronics online is
attitude towards using online stores. This construct addressed technological aspects of
online shopping process. So, online stores should provide easy and satisfying
shopping experience. It can be achieved by improving the quality and design of the
web-page, creating apps for tablets and mobile phones, include easy guides that
explain every step of online shopping, include features like product comparison.
Marketing campaigns should emphasize how online shopping is a joyful experience
and how it can be efficient in terms of time and money saving (fast delivery, benefits
for frequent customers).

One of the most important things of this study is that the merchant needs to ensure
that the websites should be developed to facilitate online shopping and should be easy
to use by the consumers and must be able to demonstrate the benefits of shopping
online to consumers. The survey reveals that consumers have strong preference for
trust worthy online store. As such the merchant should actively promote their online
channel option to their existing customers who frequently visit their current retail
store. This is because the reputation of the physical store will most likely influence
the perception of an online site.

27
 REFFERENCE

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empirical investigation. Marketing intelligence & planning.

Clark, L., & Wright, P. (2005). A review of common approaches to understanding

online consumer behaviour. In Proceedings of the IADIS International Conference
e-Society 2005 (pp. 211-218).

Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of
consumer perceptions. Electronic commerce research and applications, 2(3), 203-
215.

Furaiji, F., Łatuszyńska, M., & Wawrzyniak, A. (2012). An empirical study of the
factors influencing consumer behaviour in the electric appliances
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Kim, J., & Forsythe, S. (2010). Factors affecting adoption of product virtualization
technology for online consumer electronics shopping. International Journal of
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Nik Mat, N. K., & Meor Ahmad, S. S. (2005). Determinants of online shopping
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prediction of on-line purchasing behavior: A latent variable
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Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research
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Weber, K., & Roehl, W. S. (1999). Profiling people searching for and purchasing
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298.
 APPENDIX (Questionnaire)

Dear respondent,
I am the student of Bhairahawa Multiple Campus conducting a purely
academic research on “STUDENTS BEHAVIOR ON PURCHASE OF
ELECTRONIC PRODUCTS ONLINE” to meet the partial fulfilment of the
requirement of the requirements for the Bachelor Degree in, Tribhuvan University.
So, this is a humble request to all the respondents to fill up the questionnaire and feel
free to answer the given questions according to your understanding. Please be
confident because all your response will be maintain absolutely confidential and use
for only academic purposes. Your participation in the study is anonymous, voluntary
and will be very much appreciated.

1. Name…………..
…………………………………………………………………………………
……………………………………………………………….
(Please give information about yourself)
2. What is you gender?
Male Female

3. What is your age?

a. 16-20 b. 21 – 25 c. Above 26

4. What is your faculty of study?

a. 20-30 b. 30 – 40 c. Above 40

5. Do you shop in online store?

a. Yes, often b. No, but I am planning in future c. No

6. Your concerning attributes in product?

a. Price b. Quality c. Brand Name d. Other