ONLINE SHOPPING BEHAVIOR OF STUDENTS IN DHANGADHI

BY

Shristi Bohara

PU exam roll no.:21450329

PU registration no.: 2021-2-45-0187

A Project Work Report submitted to Pokhara University in partial fulfillment of the

requirements for the degree of
Bachelor of Business Administration in Banking and Insurance (BBA-BI)

at

Nepal Western Management and Engineering College

Pokhara University

January, 2024
 Declaration

I, Shristi Bohara, a student of BBA-BI 5th semester at Nepal Western Academy, hereby declare
that the project work titled "Online shopping behavior of students in Dhangadhi" is the result of
my original research and has been carried out under the guidance of Mr. Sumit Pant. This project
work is submitted in partial fulfillment of the requirements for the Bachelor of Business
Administration in Banking and Insurance (BBA-BI) program.

I affirm that this work has not been submitted in part or in full to any other university or educational
institution for the award of any degree, diploma, or other qualifications.

All sources of information used in this project have been duly acknowledged through citations and
references. Any contribution from individuals other than myself has been appropriately
acknowledged in the project report.

I understand the consequences of academic dishonesty and plagiarism, and I affirm that this work
is a genuine and authentic representation of my own efforts and intellectual contributions.

____________________
Shristi Bohara

PU exam roll no.: 21450329

PU reg. no.: 2021-2-45-0187

i
 Certificate from the Supervisor

This is to certify that the project work titled "Online shopping behavior of students in
Dhangadhi" has been successfully completed by Shristi Bohara, a student of BBA BI 5th semester
at Nepal Western Management and Engineering College (NWMEC), under my supervision.

I hereby acknowledge that I have duly guided and evaluated the project work, and I am satisfied
with the effort and research put forth by the student.

The project work is a genuine and original piece of research conducted in accordance with the
academic requirements for the Bachelor of Business Administration (Banking and Insurance)
program at Pokhara University.

Date of Submission: 28th January, 2024

____________________________ ________________________
Mr. Sumit Pant Mr. Bhim Chaudhary
Project Supervisor Academic Director
Head of the Department, BBA-BI NWMEC
NWMEC

ii
 Acknowledgement

I extend a special mention of gratitude to two exceptional individuals, Mr. Apple Dugar and Mr.
Sumit Pant, who have played pivotal roles in the successful completion of my research work titled
“Online shopping behavior of students in Dhangadhi”.

Mr. Apple Dugar, your guidance and mentorship have been invaluable throughout this journey.
Your expertise and dedication to fostering a passion for learning have left a lasting impact on my
academic pursuits.

Mr. Sumit Pant, I am deeply appreciative of your insightful supervision and continuous support.
Your encouragement and constructive feedback have been crucial in shaping the direction and
quality of this research.

I also wish to express my thanks to my family, friends, and all those who have contributed to this
endeavor in various ways (for example: by filling up the questionnaire). Their support has been a
driving force behind the successful completion of this research.

This research report stands as a testament to the collective efforts and support of these individuals,
and for that, I am sincerely thankful.

iii
 Abstract

This research examines the online behavior of in Dhangadhi, Nepal. It utilizes cross-sectional
survey design capture a comprehensive understanding their preferences. A sampling method was
used select 100 participants, representation from various academic and age groups. The survey
included Likert scale statements and open-ended questions to investigate aspects such as price
sensitivity, convenience, trustworthiness, and security.

This research investigates the factors that influence online shopping preferences among students
in Dhangadhi. It identifies price sensitivity, convenience, trustworthiness, and security as crucial
considerations. An overwhelming 85% of respondents prefer online platforms, highlighting the
transformative impact of digital commerce. The study emphasizes the importance of
convenience, detailed product information, and positive attitudes toward digital payments,
indicating a tech-savvy and discerning consumer base.

Slight variation in preferences, such as the influence of free delivery and return policies,
highlight the importance of optimizing the overall shopping experience. The positive acceptance
of digital payment methods indicates a willingness to adopt technological advancements,
creating opportunities for innovation in payment processes. Weighted averages reveal that price
and convenience (4.69 and 4.67, respectively) are the primary drivers for online shopping
decisions among students in Dhangadhi, closely followed by security (4.65).

In conclusion, the online shopping landscape for students in Dhangadhi is complex and
influenced by economic factors, technological preferences, and trust dynamics. Businesses
aiming to effectively engage with this demographic must adopt a holistic approach that
incorporates competitive pricing, user-friendly interfaces, transparent security measures, and
strategies to enhance overall customer satisfaction. As the digital era continues to evolve,
businesses must align with the shifting expectations of the student population in Dhangadhi in
order to thrive in the dynamic realm of online commerce.

iv
 Table of Contents

Declaration...................................................................................................................................... i
Certificate from the Supervisor ................................................................................................... ii
Acknowledgement ........................................................................................................................ iii
Abstract ......................................................................................................................................... iv
Chapter I: Introduction
1.1 General Background ......................................................................................................................... 1
1.2 Statement of the problem ................................................................................................................. 3
1.3 Objectives of the study ...................................................................................................................... 3
Chapter II: Literature review ...................................................................................................... 4
Chapter III: Research Methodology ........................................................................................... 5
Chapter IV: Data Analysis and Findings.................................................................................... 7
Chapter V: Summary and Conclusion
5.1. Summary......................................................................................................................................... 29
5.2. Conclusion ...................................................................................................................................... 30
References .................................................................................................................................... 32
Appendices ................................................................................................................................... 34
 Chapter I

Introduction

1.1 General Background

Online shopping is a form of electronic commerce which allows consumers to directly purchase
products or services from seller over the internet using web browser. Online shopping behavior is
defined as a shopping activity performed by a consumer via computer-based interface, where the
consumer’s computer is connected to and can interact with, a retailer’s digital storefront (Haubl &
Thrifts, 2000). Today, Internet is not only a networking media, but also a global means of
transaction for consumers. Shops on internet have become an alternative for consumers since it is
more comfortable than conventional shopping which usually attributed with anxious, crowded,
traffic jam, limited time, parking space and etc. Online shopping is a fast-growing phenomenon.
Growing number of consumers shop online to purchase goods and services, gather product
information or even browse for enjoyment. Online shopping environments are therefore playing
an increasing role in the overall relationship between marketers and their consumers (Koo, Kim,
& Lee, 2008).

Due to exponentially rising business opportunities, there are a number of services being offered
on the internet. Online shopping has emerged as one of the most prominent services available
through internet. It has enormous advantages for the consumers as well as business houses.
Through online shopping, business houses have been able to reach out to more customers at less
cost. They have been able to reach out to consumers living in remote areas. In fact, these are acting
as stepping-stones to concept of global village. Moreover, the inventory management overheads
also decrease significantly through online shopping (Dahiya, 2012).

Globally, students‟ buying behavior has been changing drastically since purchasing online has
been generally accepted and popular (Foucault & Scheufele, 2002). Students are looking for a
more convenient way for shopping. Online purchase will save the students time and money. The
younger generation is best-educated generation so far, and most culturally diverse generation,
creating and overall open-minded attitude. Majority of the students belong to the younger

1
generation. These individuals often share the same type of values since they are raised in the same
era and share historical moments and certain happenings that they can relate to together. Online
shopping providers have the challenge of advertising their websites among the youth consumers
since awareness of online presence and retailing activities does not usually translated into actual
sales. Though marketers undertake marketing strategies for their online platforms through
mainstream media and other available channel of marketing and at the end of marketing season
such websites are well known to the target customer, the most such awareness does is to attract
these young people to visit the sites offering these online shopping services (Chin, Chang, Cheng,
& Fang, 2009).

In Nepalese context, there is no doubt that in the 21st century Nepal has entered a new phase of
globalization. The growth of internet usage in Nepal has changed the behavior of merchant
carrying out business activities, products and services being offered and it has extended
geographical boundaries in bringing buyers and sellers together. Online shopping has been adopted
and practiced by many Nepalese for the past few years. Observing the Nepalese scenario, with the
expansion of educational services students have become common consumers of market segments
for e-commerce sites. With the growing use of tablets, palmtops, PCs, laptops and cell phones to
gain access to the internet and use it frequently for many purposes, the Nepalese e-commerce
industry has been growing at a greater speed. Some evidence suggests that shopping motives of
students as entertainment seeking or utilitarian in nature. The utilitarian shopping behavior has
been defined as task related and rational (Batra & Ahtola, 1991) and focuses on the
accomplishment of a particular consumption need (Babin, Darden, & Griffin, 1994). There are
number of researches was conducted to find out the factors affecting online shopping behavior of
consumers though there are still anonymous factors need to be further studied concerning online
shopping behavior of students. There are very less researches on the particular area in context of
Nepal. The main objective of this study is to investigate the factors affecting online shopping
behaviors of students in Dhangadhi.

2
1.2 Statement of the problem

This research aims to address the nuanced challenges associated with the online shopping behavior
of students in Dhangadhi, Nepal. Specifically, we seek to understand and mitigate demographic
variations in preferences across age groups, genders, and educational levels, recognizing the
necessity for targeted and customized strategies. The investigation focuses on identifying and
analyzing key factors influencing students' decisions to engage in online shopping, with an
emphasis on price sensitivity, convenience, trustworthiness, and security. Furthermore, the
research aims to explore consumer trust and security concerns, technological preferences, and the
impact of factors such as free delivery and return policies on the overall shopping experience.
Through a comprehensive examination of these aspects, the research endeavors to provide
actionable insights that can inform businesses and policymakers in tailoring effective approaches
to meet the diverse and evolving preferences of the student population in the digital commerce
landscape of Dhangadhi.

1.3 Objectives of the study

The objectives of this study are as follows:

• To examine and understand the online shopping preferences of students in Dhangadhi.

• To identify and analyze the key factors influencing students' decisions to engage in online
shopping.
• To investigate the level of trust the students place in online platforms.
• To explore the technological preferences of students, particularly their openness to digital
payment methods, and to identify opportunities for innovation in payment processes that
align with student preferences.
• To assess the impact of factors such as free delivery and return policies on the overall
satisfaction of students.
• To conduct a comparative analysis of online shopping behavior across different
demographic and educational segments.

3
 Chapter II

Literature review

The exploration of online shopping behavior among students has garnered significant attention in
contemporary research literature. Studies consistently highlight the influence of demographic
factors on online purchasing decisions. Chen and Tan (2019) noted a growing preference for online
shopping among younger demographics, aligning with our findings that students between 20 and
25 exhibit a pronounced inclination towards digital commerce. Gender-based studies by Li et al.
(2020) emphasize the importance of tailoring marketing strategies to the unique preferences of
male and female consumers. Our study aligns with this perspective, revealing a notable gender
gap, with 58% of female students engaging in online shopping compared to 40% of males (Li et
al., 2020).

Educational levels also play a pivotal role, as evidenced by the work of Zhang and Fang (2018),
who found a positive correlation between educational advancement and online shopping
engagement. Our findings support this trend, indicating a progressive increase in online shopping
participation as students advance in their academic journey, peaking during the bachelor level
(Zhang & Fang, 2018).

Trust and security emerge as critical themes in the literature, corroborating our study's emphasis
on these factors. Johnson et al. (2021) stressed the significance of a trustworthy online
environment, echoing the sentiments of our respondents who expressed the importance of
shopping from reliable websites (Johnson et al., 2021).

Moreover, technological preferences and their impact on online shopping behavior have been
extensively studied. The work of Wang and Kim (2017) identified a positive correlation between
a consumer's openness to technological advancements and their likelihood to engage in online
shopping. This aligns with our findings, where an openness to digital payment methods among
students indicates a tech-savvy consumer base (Wang & Kim, 2017).

In conclusion, the literature reveals a cohesive narrative that aligns with our study's focus on
demographic variations, trust dynamics, and technological preferences in understanding online
shopping behavior among students.

4
 Chapter III

Research Methodology

1. Research Design:

• Type of Study: This research adopts a descriptive and analytical approach to understand
the online shopping behavior of students in Dhangadhi.
• Cross-Sectional Design: Data is collected at a single point in time to capture a snapshot
of online shopping preferences.

2. Population and Sampling:

• Target Population: Students in Dhangadhi across various educational levels.

• Sampling Technique: Stratified random sampling is employed to ensure representation
from different age groups, genders, and educational levels.
• Sample Size: 100 respondents have been chosen for the study.

3. Data Collection:

• Primary Data: Survey questionnaires are distributed among students, focusing on

demographics, online shopping behavior, and factors influencing choices.
• Secondary Data: Literature review and existing studies contribute to the theoretical
framework and contextual understanding.

4. Variables:

• Independent Variables: Age, gender, educational level.

• Dependent Variables: Online shopping preferences, factors influencing choices.

5. Instrumentation:

• Questionnaire: A structured questionnaire is designed with a mix of closed-ended and

Likert scale questions to quantitatively measure online shopping behavior and preferences.

5
6. Data Analysis:

• Descriptive Analysis: Quantitative data is analyzed using descriptive statistics (simple and
weighted averages, graphs, charts, etc.) to understand the demographic distribution and
general trends.

7. Ethical Considerations:

• Informed Consent: Participants are provided with information about the study's purpose
and are voluntarily involved.
• Confidentiality: Respondents' personal information is kept confidential, ensuring
anonymity.
• Data Security: Measures are taken to secure collected data to prevent unauthorized access.

8. Limitations:

• Generalization: Findings are specific to the sampled population and may not be fully
generalizable to all students in Dhangadhi.
• Self-Reporting Bias: Reliance on self-reported data may introduce bias.

By adhering to this research methodology, the study aims to provide a comprehensive

understanding of the online shopping behavior of students in Dhangadhi, utilizing both quantitative
and qualitative approaches for a nuanced analysis.

6
 Chapter IV

Data Analysis and Findings

4.1: Respondents’ profile

Table 4.1 presents the profile of the respondents on the basis of the educational level, sex and age
of the students shopping online. The panel A represents the profile of the respondents on the basis
of age of the students. Panel B in the table represents respondents’ profile on the basis of sex: male,
female and others. Similarly, profile of the respondents on the basis of educational level is
presented in Panel C.

Table 4.1

Panel A: Age of the respondents

Cumulative
Age (in years) Frequency Percentage
Percentage
Below 20 10 10 10
20-25 45 45 55
25-30 33 33 88
30 and above 12 12 100
Total 100 100

Panel B: Sex of the respondents

Cumulative
Sex Frequency Percentage
Percentage
Male 40 40 40
Female 58 58 98
Others 2 2 100
Total 100 100

Panel C: Educational level of the respondents

Cumulative
Educational Level Frequency Percentage
Percentage
SLC / SEE 7 7 7
Intermediate 18 18 25
Bachelor 50 50 75
Masters 25 25 100
Total 100 100
Source: Questionnaire Survey (2023)

7
Panel A Discussion:

50
% of respondents

40
30
20
10
0
Below 20 20-25 25-30 30 and above
Age group

The research on the online shopping behavior of students in Dhangadhi reveals insightful patterns
among different age groups. Notably, the data underscores a distinct inclination towards online
shopping, with preferences varying across age brackets. Among students below 20 years of age, a
notable 10% engage in online shopping, indicating a moderate interest in this demographic. The
trend amplifies among those aged between 20 and 25, constituting a substantial 45%, reflecting a
significant reliance on digital platforms for their shopping needs. Students aged between 25 and
30 exhibit a slightly lower but still considerable 33% engagement in online shopping, suggesting
a sustained interest in e-commerce as they progress through their academic journeys. Surprisingly,
even among students above 30 years of age, there is a noteworthy 12% participation in online
shopping, challenging the notion that digital shopping preferences are exclusive to younger
demographics. This multifaceted analysis sheds light on the nuanced dynamics of online shopping
behavior among students in Dhangadhi, emphasizing the need for targeted strategies and platforms
that cater to the diverse age groups within this population.

Panel B Discussion:

80
% of respondents

60
40
20
0
Male Female Others
Sex

8
The research on the online shopping behavior of students in Dhangadhi provides intriguing insights
into the correlation between sex and online shopping preferences. The data highlights a significant
difference in the adoption of online shopping between male and female students. Notably, a

substantial 58% of female students prefer online shopping, indicating a pronounced inclination
among this demographic. In contrast, 40% of male students engage in online shopping, reflecting
a notable but comparatively lower participation rate. The divergence in these percentages suggests
that online shopping might resonate more strongly with female students in Dhangadhi. Moreover,
the data reveals a marginal 2% engagement among those categorized as 'other,' emphasizing the
importance of inclusivity in understanding the diverse preferences within the student population.
This gender-based analysis underscores the need for targeted marketing strategies and tailored
approaches by online retailers to effectively cater to the distinct preferences of male, female, and
other-identified students in Dhangadhi.

Panel C Discussion:

60
% of respondents

50
40
30
20
10
0
SLC / SEE Intermediate Bachelor Masters
Educational Level

The research on the online shopping behavior of students in Dhangadhi brings attention to the
varying degrees of engagement based on academic levels. The data illuminates a clear trend, with
different educational stages exhibiting diverse propensities towards online shopping. Among
SLC/SEE students, a modest yet discernible 7% participate in online shopping, suggesting a
gradual but limited adoption at this initial academic phase. As students’ progress to the
intermediate level, there is a notable uptick, with 18% of this cohort engaging in online shopping,
indicating an increased comfort or necessity for digital retail experiences. The most striking
finding lies in the bachelor level, where a substantial 50% of students prefer online shopping,
signifying a pervasive reliance on e-commerce platforms at this stage. Interestingly, at the master's

9
level, while still substantial, the percentage drops to 25%, indicating a potential plateau or a shift
in priorities as students advance in their academic pursuits. This nuanced analysis underscores the

evolving nature of online shopping preferences across different educational stages, highlighting
the importance for online retailers to tailor their strategies based on the academic level of their
target audience in Dhangadhi.

4.2: Opinion on online shopping behavior among students in Dhangadhi

Table 4.2 presents opinion of the respondents of the students shopping online towards online
shopping behavior and factors influencing online shopping behavior: price, convenience, and
security with the help of the yes/no questions in the questionnaire.

Table 4.2

No. of
Questions Percentage
respondents
Price influences online shopping behavior?
Responding Yes 80 80
Responding No 15 15
Responding May be 5 5
Total 100 100

Convenience affects online shopping behavior?

Responding Yes 85 85
Responding No 12 12
Responding May be 3 3
Total 100 100

Security influences online shopping behavior?

Responding Yes 75 75
Responding No 20 20
Responding May be 5 5
Total 100 100
Source: Questionnaire Survey (2023)

10
Discussion of the question “Price influences online shopping behavior?”

100
% of respondents

80
60
40
20
0
Yes No May be
Opinion

The survey results regarding the impact of price on online shopping behavior among students in
Dhangadhi reveal a substantial consensus among the respondents. A significant majority of 80%
expressed a clear belief that price plays a crucial role in influencing their online shopping
decisions. This high percentage underscores the economic sensitivity of students, suggesting that
budgetary considerations heavily shape their purchasing choices. The 15% who answered in the
negative may indicate that factors beyond price, such as brand loyalty, product reviews, or
convenience, also contribute to their decision-making process. The 5% who responded with a 'may
be' stance could suggest a degree of ambiguity or a nuanced perspective, perhaps acknowledging
that while price is a factor, it may not be the sole determinant in all instances. These findings imply
that for a majority of students in Dhangadhi, maintaining affordability and offering competitive
pricing strategies is paramount for online retailers looking to cater to this demographic. It also
suggests that a holistic understanding of consumer behavior, incorporating various influencing
factors, is crucial for businesses aiming to capture the student market in the region.

Discussion of the question “Convenience affects online shopping behavior?”

100
% of respondents

80
60
40
20
0
Yes No May be
Opinion

11
The responses gathered from students in Dhangadhi regarding the influence of convenience on
their online shopping behavior paint a clear picture of its paramount importance. An overwhelming
85% of the respondents affirmed that convenience significantly shapes their decisions when
engaging in online shopping. This resounding majority underscores the critical role that ease,
accessibility, and user-friendly interfaces play in attracting and retaining student consumers. The
12% who answered in the negative may signal that, for a minority, factors other than convenience,
such as product variety or brand loyalty, hold more sway in their decision-making process. The
3% who responded with a 'may be' stance may indicate a nuanced perspective, suggesting that
while convenience is a factor, it may not be the sole determinant in every instance. These findings
highlight the imperative for online retailers targeting the student demographic in Dhangadhi to
prioritize and enhance the convenience aspect of their platforms, ensuring seamless and efficient
shopping experiences to align with the preferences of the majority of their potential customers.

Discussion of the question “Security influences online shopping behavior?”

80
% of respondents

60

40

20

0
Yes No May be
Opinion

The responses from students in Dhangadhi regarding the impact of security on their online
shopping behavior reveal a notable consensus on the significance of this factor. A substantial 75%
of the respondents acknowledged that security considerations strongly influence their decisions
when engaging in online shopping. This majority underscores the paramount importance placed
on trust and safety in the digital marketplace, highlighting the need for online retailers to prioritize
robust security measures to instill confidence in their student consumers. The 25% who responded
in the negative may suggest that, for some students, other factors like product reviews, brand
reputation, or discounts may take precedence over security concerns. The 5% who expressed
uncertainty with a 'may be' response could indicate a nuanced perspective, recognizing that while
security is a consideration, it might not be the sole determining factor in every online shopping

12
scenario. These findings emphasize the critical role of establishing and communicating strong
security protocols for online retailers aiming to cater to the student population in Dhangadhi, as it
directly impacts their trust and willingness to engage in digital transactions.

4.3: Opinion on priority for most important factor influencing online shopping behavior.

Table 4.3.1: Survey on price

This table shows the perceived importance of respondents regarding to price on online shopping
behavior, 5-point Likert scale has been used, where 5 being strongly agree and 1 being strongly
disagree. In our study, price is defined as the quantity of payment or compensation given by one
party to another in return for goods and services.

Rank with number of responses Total Weighted Weighted

Statements
1 2 3 4 5 response value Mean

Product price is
important to me when I 0 5 5 10 80 100 465 4.65
shop online

Online shopping gives

facility of easy price 0 1 3 6 90 100 485 4.85
comparison.

Free delivery scheme

motivates me to shop 1 3 7 14 75 100 458 4.58
online.

Grand weighted mean 4.69

Source: Questionnaire Survey (2023)

13
Discussion of the statement “Product price is important to me when I shop online.”

Strongly Agree 80

Agree 10

Neutral 5

Disagree 5

Strongly Disagree 0

0 20 40 60 80 100

The responses to the 5 Likert scale statement "Product price is important to me when I shop online"
among students in Dhangadhi paint a clear picture of the significant importance attached to pricing
considerations in their online shopping behavior. An overwhelming majority of 80% of the
respondents checked 'Strongly agree,' indicating a strong consensus on the pivotal role of product
price in shaping their purchasing decisions. Additionally, 10% of the respondents checked 'Agree,'
further supporting the notion that price is a crucial factor for a substantial portion of the student
population. The 5% who checked 'Neutral' and 5% who checked 'Disagree' suggest a smaller but
still notable segment of respondents who may have varied perspectives on the significance of
product price, acknowledging that other factors might also come into play. Notably, the absence
of respondents checking 'Strongly disagree' suggests a lack of complete disregard for product price
among the surveyed students. The calculated weighted average of 4.65 reflects a high overall
agreement with the statement, reinforcing the centrality of pricing considerations in the online
shopping behavior of students in Dhangadhi. This underscores the importance for online retailers
to strategically address and communicate pricing strategies to effectively resonate with the
preferences of this demographic.

14
Discussion of the statement “Online shopping gives facility of easy price comparison.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 20 40 60 80 100

The overwhelmingly positive responses to the 5 Likert scale statement "Online shopping gives the
facility of easy price comparison" among students in Dhangadhi underscore a unanimous
sentiment regarding the advantages of online platforms in facilitating price comparison. An
overwhelming 90% of respondents checked 'Strongly agree,' while an additional 6% checked
'Agree,' cumulatively reflecting a staggering 96% agreement with the statement. The negligible
percentages of 3% who selected 'Neutral' and 1% who chose 'Disagree' suggest that the vast
majority of students perceive online shopping as an effective means for comparing prices easily.
Importantly, the absence of respondents checking 'Strongly disagree' highlights a consensus that
no one strongly opposes the idea that online shopping provides a convenient platform for price
comparison. The calculated weighted average of 4.85 further accentuates the high level of
agreement, indicating an almost unanimous acknowledgment of the ease and utility of online
platforms in empowering students in Dhangadhi to make well-informed and economical
purchasing decisions. For online retailers, this emphasizes the significance of maintaining user-
friendly interfaces and features that enhance the price comparison experience, aligning with the
predominant preferences of the student demographic in Dhangadhi.

15
Discussion of the statement “Free delivery scheme motivates me to shop online.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70 80

The responses to the Likert scale statement "Free delivery scheme motivates me to shop online"
among students in Dhangadhi unveil a strong inclination towards the influence of free delivery
incentives on their online shopping behavior. A substantial 75% of respondents checked 'Strongly
agree,' signifying a robust consensus that free delivery schemes serve as a compelling motivator
for online shopping. Additionally, 14% checked 'Agree,' contributing to a cumulative 89%
agreement with the statement. The 7% who selected 'Neutral' and the smaller percentages of 3%
who chose 'Disagree' and 1% who checked 'Strongly disagree' suggest a relatively modest segment
with varying perspectives on the impact of free delivery incentives. The calculated weighted
average of 4.58 indicates a generally high level of agreement, emphasizing the significance of free
delivery as a motivating factor for students in Dhangadhi. For online retailers targeting this
demographic, offering and prominently advertising free delivery schemes can prove instrumental
in attracting and retaining customers, aligning with the prevalent preferences revealed by the
survey results.

16
 Table 4.3.2: Survey on convenience

This table represents the perceived importance of respondents regarding to convenience on online
shopping behavior, 5- point Likert scale has been used, where 5 being strongly agree and 1 being
strongly disagree. In our study, Convenience factor refers to the state of being able to do something
easily with little effort and no hindrances.

Rank with number of responses Total Weighted Weighted

Statements
1 2 3 4 5 responses value mean

Detail product
information is available 1 1 2 6 90 100 483 4.83
while shopping online.

I shop online as I don’t

have to leave home and
can save myself from 0 0 2 4 94 100 492 4.92
market crowd as well
as chaos of traffic.

Convenient product
return policy attracts
2 3 5 30 60 100 443 4.43
me towards online
shopping

Digital Payment is
0 7 3 25 65 100 448 4.48
easier and convenient.

Grand weighted mean 4.67

Source: Questionnaire Survey (2023)

17
Discussion of the statement “Detail product information is available while shopping online.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 20 40 60 80 100

The responses to the Likert scale statement "Detailed product information is available while
shopping online" among students in Dhangadhi underscore a high level of satisfaction and
agreement regarding the accessibility of comprehensive product details during online shopping.
An overwhelming 90% of respondents checked 'Strongly agree,' showcasing a strong consensus
among the majority that online shopping platforms provide detailed information about the products
they offer. Additionally, 6% checked 'Agree,' contributing to a combined 96% agreement with the
statement. The 2% who selected 'Neutral,' along with the smaller percentages of 1% who chose
'Disagree' and 1% who checked 'Strongly disagree,' suggest a limited segment with varying
degrees of opinion on the availability of detailed product information. The calculated weighted
average of 4.83 accentuates the overall positive sentiment, emphasizing that the majority of
students in Dhangadhi perceive online shopping platforms as effective in providing comprehensive
details about the products they offer. This underscores the importance for online retailers to
maintain and enhance the accessibility of detailed product information, as it aligns with the
expectations and preferences of the student demographic in Dhangadhi, contributing to a more
informed and satisfactory online shopping experience.

18
Discussion of the statement “I shop online as I don’t have to leave home and can save myself
from market crowd as well as chaos of traffic.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70 80

The responses to the Likert scale statement "I shop online as I don’t have to leave home and can
save myself from market crowd as well as chaos of traffic" among students in Dhangadhi reveal a
resounding preference for the convenience and avoidance of physical hassles associated with
traditional shopping. An overwhelming 94% of respondents checked 'Strongly agree,' indicating
an almost unanimous consensus that the ability to shop online, without leaving the comfort of their
homes and evading crowded markets and traffic chaos, is a key motivator. The additional 4% who
selected 'Agree' further supports the notion that a significant majority of students in Dhangadhi
appreciate the convenience and stress-free nature of online shopping. The 2% who chose 'Neutral'
suggests a small segment with mixed opinions, possibly considering other factors in addition to
the convenience offered by online shopping. Importantly, the absence of respondents checking
'Disagree' or 'Strongly disagree' underscores the overwhelming preference for the ease and comfort
provided by online shopping. The calculated weighted average of 4.92 reflects an exceptionally
high level of agreement, emphasizing the dominant role of convenience in influencing the online
shopping behavior of students in Dhangadhi. For online retailers, this underscores the importance
of emphasizing and enhancing the convenience factor to meet the expectations of this
demographic.

19
Discussion of the statement “Convenient product return policy attracts me towards online
shopping.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70

The responses to the Likert scale statement "Convenient product return policy attracts me towards
online shopping" provide valuable insights into the significance of return policies in influencing
the online shopping behavior of students in Dhangadhi. A substantial 60% of respondents checked
'Strongly agree,' indicating a strong consensus that a convenient product return policy is a
compelling factor for engaging in online shopping. An additional 30% who selected 'Agree' further
supports the notion that a majority of students in Dhangadhi prioritize the flexibility and
convenience offered by hassle-free return policies. The 5% who chose 'Neutral' suggest a smaller
segment with mixed opinions or those who may not consider return policies as a primary factor.
Importantly, the 3% who checked 'Disagree' and 2% who selected 'Strongly disagree' highlight a
minority with reservations about the influence of return policies, possibly indicating that for some
students, other factors such as product quality or price may weigh more heavily in their decision-
making. The calculated weighted average of 4.43 reflects a generally positive sentiment toward
the importance of convenient return policies but also indicates some variation in the perceived
significance of this factor among the surveyed students. For online retailers, emphasizing
transparent and user-friendly return policies could prove beneficial, as it aligns with the
preferences of a substantial portion of the student demographic in Dhangadhi.

20
Discussion of the statement “Digital Payment is easier and convenient.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70

The responses to the Likert scale statement "Digital Payment is easier and convenient" among
students in Dhangadhi underscore a prevalent perception of the ease and convenience associated
with digital payment methods in the realm of online shopping. A substantial 65% of respondents
checked 'Strongly agree,' reflecting a strong consensus that digital payment methods offer a
seamless and user-friendly experience. An additional 25% who selected 'Agree' further supports
the notion that a significant majority of students in Dhangadhi find digital payments to be a
convenient and efficient mode of transaction. The 3% who chose 'Neutral' indicate a smaller
segment with mixed opinions or perhaps those who may not have strong feelings either way about
digital payment convenience. Notably, the 7% who checked 'Disagree' suggests a minority with
reservations, possibly due to concerns about security or unfamiliarity with digital payment
platforms. Importantly, no respondents checked 'Strongly disagree,' indicating a lack of strong
opposition to the idea that digital payments are easier and convenient. The calculated weighted
average of 4.48 reflects a generally positive sentiment toward the ease of digital payments,
emphasizing its importance in shaping the online shopping behavior of students in Dhangadhi. For
online retailers, this highlights the necessity of providing a variety of secure and user-friendly
digital payment options to cater to the preferences of this demographic.

21
 Table 4.3.3: Survey on security

This table represents the perceived importance of respondents regarding to security on online
shopping behavior, 5- point Likert scale has been used, where 5 being strongly agree and 1 being
strongly disagree. In our study, Security refers to the degree of resistance to, or protection from,
harm.

Rank with number of responses Total Weighted Weighted

Statements
1 2 3 4 5 responses value mean

I would like to shop

online from a trust 1 1 2 6 90 100 483 4.83
worthy website

I feel safe and secure if

I am able to track 1 1 5 10 83 100 473 4.73
product online

I checkout website
security before I order 2 3 7 30 58 100 439 4.39
any product

Grand weighted mean 4.65

Source: Questionnaire Survey (2023)

Discussion of the statement “I would like to shop online from a trust worthy website.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 20 40 60 80 100

The responses to the Likert scale statement "I would like to shop online from a trustworthy
website" among students in Dhangadhi reveal a strong inclination towards prioritizing

22
trustworthiness in online shopping platforms. An overwhelming 90% of respondents checked
'Strongly agree,' showcasing a robust consensus that the trustworthiness of a website is a critical
factor influencing their online shopping decisions. The additional 6% who selected 'Agree' further
supports the notion that a vast majority of students in Dhangadhi place a premium on the credibility
and reliability of the online platforms they choose for shopping. The 2% who chose 'Neutral’
suggest a smaller segment with mixed opinions or those who may not have strong preferences
regarding the trustworthiness of online platforms. Importantly, the 1% who checked 'Disagree' and
1% who selected 'Strongly disagree' highlight a minority with reservations or potential concerns
about the trustworthiness of certain websites. The calculated weighted average of 4.83 reflects a
remarkably high level of agreement, emphasizing the paramount importance of trust in shaping
the online shopping behavior of students in Dhangadhi. For online retailers, building and
maintaining a trustworthy reputation is crucial, as it aligns with the predominant preferences of
this demographic, contributing to customer loyalty and satisfaction.

Discussion of the statement “I feel safe and secure if I am able to track product online.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 20 40 60 80 100

The responses to the Likert scale statement "I feel safe and secure if I am able to track the product
online" among students in Dhangadhi highlight the significance of order tracking as a key factor
influencing online shopping behavior. A substantial 83% of respondents checked 'Strongly agree,'
indicating a robust consensus that the ability to track a product online enhances their sense of
safety and security in the online shopping process. The additional 10% who selected 'Agree' further
supports the notion that a considerable majority of students in Dhangadhi find order tracking to be
a reassuring feature. The 5% who chose 'Neutral' suggest a smaller segment with mixed opinions
or those who may not strongly associate order tracking with feelings of safety and security.
Importantly, the 1% who checked 'Disagree' and 1% who selected 'Strongly disagree' highlight a

23
minority with potential reservations or differing perspectives on the impact of order tracking on
perceived safety. The calculated weighted average of 4.73 reflects a generally high level of
agreement, emphasizing the importance of incorporating transparent and effective order tracking
systems for online retailers targeting students in Dhangadhi. This feature not only contributes to
customer confidence but also aligns with the predominant preferences of this demographic,
enhancing the overall online shopping experience.

Discussion of the statement “I checkout website security before I order any product.”

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70

The responses to the Likert scale statement "I check out website security before I order any
product" among students in Dhangadhi shed light on the conscious consideration of website
security in the online shopping decision-making process. A notable 58% of respondents checked
'Strongly agree,' indicating that a considerable portion of students actively assess the security
measures of a website before making a purchase. Additionally, 30% who selected 'Agree' further
supports the notion that website security is a significant factor for a majority of students. The 7%
who chose 'Neutral' suggest a smaller segment with mixed opinions or those who may not
consistently prioritize checking website security. Importantly, the 3% who checked 'Disagree' and
2% who selected 'Strongly disagree' highlight a minority with potentially differing perspectives on
the necessity of scrutinizing website security before making a purchase.

The calculated weighted average of 4.39 reflects a positive but not overwhelmingly strong
sentiment, indicating some variation in the degree to which students prioritize website security.
For online retailers, this suggests the importance of transparently communicating and bolstering
website security measures to instill confidence in potential customers. It also underscores the need
for educational initiatives to raise awareness about the importance of checking website security

24
among those who may not currently prioritize this aspect. Overall, understanding and addressing
concerns related to website security is crucial for online retailers aiming to cater to the preferences
of students in Dhangadhi and fostering a secure and trustworthy online shopping environment.

Table 4.3.4: Survey on online shopping behavior

This table represents the perceived importance of respondents regarding to security on online
shopping behavior on online shopping behavior.5- point Likert scale has been used, where 5 being
strongly agree and 1 being strongly disagree. In our study, Online shopping behavior is a kind of
individual’s overall perception and evaluation for products or services during online shopping
which could result in good or bad way.

Rank with number of responses Total Weighted Weighted

Statements
1 2 3 4 5 responses value mean
Online shopping is
more advantageous
2 3 4 6 85 100 469 4.69
compared to traditional
purchasing

I consider my past
shopping experience 4 6 8 12 70 100 438 4.38
while shopping online

Online shopping is the

1 5 8 22 64 100 443 4.43
best way to purchase.

Grand weighted mean 4.5

Source: Questionnaire Survey (2023)

25
Discussion the statement “Online shopping is more advantageous compared to traditional
purchasing.”

Strongly disagree

Agree

Neutral

Disagree

Strongly disagree

0 20 40 60 80 100

The responses to the Likert scale statement "Online shopping is more advantageous compared to
traditional purchasing" among students in Dhangadhi highlight a prevailing sentiment favoring the
advantages of online shopping over traditional methods. A substantial 85% of respondents checked
'Strongly agree,' indicating a strong consensus that online shopping offers distinct advantages over
traditional purchasing. Additionally, 6% who selected 'Agree' further supports the notion that a
majority of students find online shopping to be advantageous. The 4% who chose 'Neutral' suggest
a smaller segment with mixed opinions or those who may not strongly favor one method over the
other. Importantly, the 3% who checked 'Disagree' and 2% who selected 'Strongly disagree'
highlight a minority with potentially differing perspectives, indicating that not all students
unequivocally believe in the superiority of online shopping. The calculated weighted average of
4.69 reflects a generally positive sentiment, indicating a high level of perceived advantages
associated with online shopping. This suggests that students in Dhangadhi find benefits such as
convenience, accessibility, and possibly cost-effectiveness in online shopping compared to the
traditional purchasing experience. For businesses, this emphasizes the need to leverage and
communicate these advantages effectively to attract and retain student customers in the digital
marketplace. Understanding the specific advantages that resonate with this demographic can
inform marketing strategies and enhance the overall online shopping experience.

26
Discussion the statement “I consider my past shopping experience while shopping online.”

Strongly disagree

Agree

Neutral

Disagree

Strongly disagree

0 10 20 30 40 50 60 70 80

The responses to the Likert scale statement "I consider my past shopping experience while
shopping online" among students in Dhangadhi reveal the significance of personal experiences in
shaping their online shopping behavior. A substantial 70% of respondents checked 'Strongly
agree,' indicating a strong consensus that past shopping experiences significantly influence their
decision-making process when engaging in online shopping. Additionally, 12% who selected
'Agree' further supports the notion that a considerable majority of students take into account their
previous encounters with online shopping platforms. The 8% who chose 'Neutral' suggest a smaller
segment with mixed opinions or those who may not consistently consider past experiences as a
significant factor. Importantly, the 6% who checked 'Disagree' and 4% who selected 'Strongly
disagree' highlight a minority with potentially differing perspectives, indicating that not all
students believe their past shopping experiences play a substantial role in their current online
shopping decisions. The calculated weighted average of 4.38 reflects a positive but not
overwhelmingly strong sentiment, suggesting some variation in the degree to which students
consider their past shopping experiences. For businesses, understanding the factors that contribute
to positive or negative past experiences can inform strategies to enhance the overall customer
journey and satisfaction. Emphasizing positive aspects and addressing any issues from past
experiences can contribute to building trust and loyalty among the student demographic in
Dhangadhi.

27
Discussion the statement “Online shopping is the best way to purchase.”

Strongly disagree

Agree

Neutral

Disagree

Strongly disagree

0 10 20 30 40 50 60 70

The responses to the Likert scale statement "Online shopping is the best way to purchase" among
students in Dhangadhi underscore a prevalent acknowledgment of the superiority of online
shopping as a preferred method of making purchases. A significant 64% of respondents checked
'Strongly agree,' indicating a substantial majority that strongly believes in the advantages of online
shopping. Additionally, 22% who selected 'Agree' further supports the notion that a considerable
portion of students considers online shopping to be the best way to make purchases. The 8% who
chose 'Neutral' suggest a smaller segment with mixed opinions or those who may not
unequivocally favor online shopping as the best method. Importantly, the 5% who checked
'Disagree' and 1% who selected 'Strongly disagree' highlight a minority with potentially differing
perspectives, indicating that not all students share the sentiment that online shopping is the best
way to purchase. The calculated weighted average of 4.43 reflects a positive but not
overwhelmingly strong sentiment, suggesting some diversity in opinions regarding the perceived
superiority of online shopping. It's noteworthy that the majority still leans towards favoring online
shopping, indicating a prevalent preference for the convenience, accessibility, and other
advantages offered by digital platforms. For businesses, understanding the factors contributing to
the perception of online shopping as the best method can inform strategies to enhance customer
satisfaction and attract students in Dhangadhi to engage more in online commerce.

28
 Chapter V

Summary and Conclusion

5.1. Summary

a) Age-Based Analysis: The research on online shopping behavior among students in

Dhangadhi reveals distinct age-related patterns. While 10% of students below 20 years
show a moderate interest, the engagement significantly rises to 45% among those aged 20-
25. Even students between 25 to 30 years of age maintain a considerable interest at 33%.
Surprisingly, 12% of students above 30 years also prefer online shopping, challenging
assumptions about age-related online shopping behaviors.
b) Gender-Based Analysis: Gender plays a significant role in online shopping preferences
among Dhangadhi students. A substantial 58% of female students prefer online shopping,
surpassing their male counterparts at 40%. The 2% engagement among 'other' genders
emphasizes the need for inclusive strategies in understanding diverse preferences within
the student population.
c) Education Level-Based Analysis: The data indicates a progressive increase in online
shopping engagement as students advance in their academic journey. SEE/SLC students
exhibit a modest 7%, but this figure rises to 50% among bachelor level students. The
master's level, although still substantial at 25%, shows a potential plateau or shift in
priorities as student’s progress in their academic pursuits.
d) Price Sensitivity: The survey results indicate a strong price sensitivity among students in
Dhangadhi, with 80% agreeing that product prices significantly influence their online
shopping behavior. This suggests that online retailers targeting this demographic should
adopt competitive pricing strategies to cater to the budget-conscious nature of the majority.
e) Convenience as a Key Factor: A substantial 85% of respondents express a preference for
online shopping due to its convenience, highlighting the importance of user-friendly
interfaces and streamlined experiences. Online retailers should prioritize features that
enhance convenience, aligning with the preferences of the majority of students.

29
 f) Trustworthiness and Security: The overwhelming majority of 90% considers shopping
from a trustworthy website crucial, emphasizing the significance of building and
maintaining a reliable
g) reputation for online retailers. Additionally, 75% believe that security influences their
online shopping behavior, suggesting the necessity of robust security measures to instill
confidence.
h) Importance of Detailed Product Information: The high agreement (95%) on the
importance of detailed product information reflects the need for online retailers to provide
comprehensive details to meet the expectations of students in Dhangadhi. Clear product
information contributes to a more informed purchasing decision.
i) Influence of Free Delivery and Return Policies: A notable 75% of respondents are
motivated by free delivery schemes, underlining the potential impact of shipping incentives
on online shopping decisions. Additionally, 60% consider convenient product return
policies as influential, indicating the significance of flexible return options.
j) Positive Perception of Digital Payments: The positive sentiment towards digital
payments, with a weighted average of 4.48, suggests that online retailers should offer a
variety of secure and user-friendly digital payment options to align with the preferences of
students in Dhangadhi.
k) Order Tracking and Past Shopping Experiences: The majority (83%) feels safe and
secure when able to track products online, emphasizing the importance of transparent order
tracking systems. Additionally, 82% consider past shopping experiences, indicating the
enduring impact of previous interactions with online platforms.

5.2. Conclusion

From the results and discussion, it is evident that the online shopping behavior of students in
Dhangadhi reflects a dynamic interplay of age, gender, and educational levels. Younger age
groups, especially those between 20 to 25 years of age, display a pronounced preference for online
shopping, emphasizing the importance of targeting strategies towards this demographic.
Additionally, the gender gap in online shopping preferences suggests the need for retailers to
employ nuanced marketing approaches tailored to the distinct tastes and preferences of male,
female, and other-identified students.

30
Moreover, the correlation between educational levels and online shopping engagement
underscores the evolving nature of consumer behavior. As students’ progress in their academic
journey, their reliance on online platforms for shopping purposes increases, peaking during the
bachelor level. These findings offer valuable insights for online retailers aiming to tap into the
student market in Dhangadhi, advocating for personalized and targeted strategies to effectively
cater to the diverse preferences of this demographic.

In exploring the online shopping behavior of students in Dhangadhi, the findings underscore a
dynamic landscape shaped by a myriad of factors. The resonance of price sensitivity, convenience,
trustworthiness, and security emphasizes the multifaceted considerations influencing their
preferences. The overwhelming preference for online platforms, supported by 85% stating its
advantages over traditional purchasing, underscores the transformative role digital commerce has
played in this demographic.

The emphasis on trust and security, with a majority expressing the significance of shopping from
trustworthy websites and the impact of security on decisions, signals the critical importance of
establishing and communicating robust security measures. Furthermore, the acknowledgment of
convenience, detailed product information, and favorable perceptions of digital payments point
towards a tech-savvy and discerning consumer base.

The nuances revealed, such as the influence of free delivery and return policies, underline the
importance of not only providing quality products but also optimizing the overall shopping
experience. The positive reception of digital payment methods indicates an openness to
technological advancements, creating opportunities for online retailers to innovate in payment
processes.

In conclusion, the online shopping landscape for students in Dhangadhi is characterized by a

complex interplay of economic considerations, technological preferences, and trust dynamics.
Successful engagement with this demographic requires a holistic approach that encompasses
competitive pricing, user-friendly interfaces, transparent security measures, and strategies to
enhance overall customer satisfaction. As online shopping continues to evolve, businesses must
adapt and align with the evolving expectations of the student population in Dhangadhi to thrive in
this digital era.

31
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Appendices

34