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1Executive summary
The growing use of Internet in India provides a developing prospect for online shopping. If
E-marketers know the factors affecting online Indian behavior, and the relationships
between these factors and the type of online buyers, then they can further develop their
marketing strategies to convert potential customers into active ones, while retaining
existing online customers.
This project is a part of study, and focuses on factors which online Indian buyers keep in
mind while shopping online. This research found that information, perceived usefulness,
ease of use; perceived enjoyment and security/privacy are the five dominant factors which
influence consumer perceptions of Online purchasing.
The online purchasing behavior of online shoppers and factor influencing online shopping
behavior and its future perspective. Internet is changing the way consumers shop and buy
goods and services, and has rapidly evolved into a global phenomenon. Many companies
have started using the Internet with the aim of cutting marketing costs, thereby reducing the
price of their product and service in order to stay ahead in highly competitive markets.
Companies also use the Internet to convey, communicate and disseminate information
to sell the product, to take feedback and also to conduct satisfaction surveys with
customers. Customers use the Internet not only to buy the product online, but also to
compare prices, product features and after sale service facilities they will receive if the
purchase the product from a particular store. Many experts are optimistic about the
prospect of online business.
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In addition
to the
tremendous
potential
of
the
E-commerce
market,
the
confidence. It has been more than a decade since business-to-consumer Ecommerce first evolved. Scholars and practitioners of electronic commerce
constantly strive to gain an improved insight into consumer behavior in cyberspace.
Along with the development of E-retailing, researchers continue to explain E-
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CHAPTER-1
INTRODUCTION TO SUBJECT
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1.2 Introduction
Internet is changing the way consumers shop and buy goods and services, and has rapidly
evolved into a global phenomenon. Many companies have started using the Internet with
the aim of cutting marketing costs, thereby reducing the price of their products and services
in order to stay ahead in highly competitive markets. Companies also use the Internet to
convey communicates and disseminate information, to sell the product, to take feedback
and also to conduct satisfaction surveys with customers. Customers use the Internet not
only to buy the product online, but also to compare prices, product features and after sale
service facilities the will receive if they purchase the product from a particular store. Many
experts are optimistic about the prospect of online business.
In addition to the tremendous potential of the E-commerce market, the Internet provides a
unique opportunity for companies to more efficiently reach existing and potential
customers. Although most of the revenue of online transactions comes from business-tobusiness commerce, the practitioners of business-to-consumer commerce should not lose
confidence .It has been more than a decade since business-to-consumer E-commerce first
evolved. Scholars and practitioners of electronic commerce constantly strive to gain an
improved insight into consumer behavior in cyberspace. Along with the development of Eretailing, researchers continue to explain E-consumers behavior from different
perspectives. Many of their studies have posited new emergent factors or assumptions
which are based on the traditional models of consumer behavior, and then examine their
validity in the Internet context.
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1.3Theoretical Foundation
The Internet has developed an into a new distribution channel and online transaction are
rapidly increasing. This has created a need to under how the consumers perceive online
purchasing.
Price, Trust and Convenience were identified as important factors. Price was considered as
to be a most important factor for a majority of the students. The internet has created a
paradigm shift of the traditional way people shop. A consumer is no longer bound to
opening a times or specific location. So he can become active at virtually any time any
place and purchase the products or services.
The internet is relatively a new medium for communication and the information exchange
that has present in everyday life. The number of internet user is constantly increasing which
is also signifies that online purchasing is increasing. The rapid increasing is explained by
the consumer behavior. The internet is considered a mass medium that provides the
consumers with purchase characteristics as no other medium. Certain characteristics are
making it more convenient for the consumer compared to the traditional way of shopping,
such as the ability to any time view and purchase products visualize the needs with
products and discuss products with other consumers. Online shopping is the process of
consumer go through the when they decide the shop on the internet.
The internet has developed into a new distribution channel and the evaluation of
this channel. E-commerce has now identified. Using the internet to shop online has
become one of the primary reasons to use the internet combined with searching for
products and finding the information about them. Therefore internet develop the companies
also use the internet to convey, communicate and disseminate information, to sell the
product, to take feedback and also to conduct satisfaction surveys with customers.
Customers use the Internet not only to buy the product online, but also to compare prices,
product features and after sale service facilities they will receive if they purchase the
product from a particular store.
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1.3.2Rising Connectivity
If we observe the growth of Internet Subscribers from the above graph,
it is
getting doubled year by year. The usage of internet in India is only 4% of the total
population. This is also getting increased day by day as the costs of computers are
decreasing and net penetration is increasing. The cost of internet usage is also getting
lower, with good competition among the providers. Wi-Fi & Wimax system has also
started in India. This will increase the usage as it goes more on wireless internet. Indians
are proving every time that they can beat the world when it comes to figures of online
shopping. More and more Indians are going to online shopping and the frequency of Indias
online buying is crossing the overall global averages.
1.3.5
by 2011. Around 25% of regular shoppers in India are in the 18-25 age groups, and 46%
are in the 26-35 year range.
Indian online matrimonial sector is worth around $230 million
Worldwide E-commerce is only growing at the rate of 28%, since India being a
younger market, the growth of e-commerce is expected at 51% in the coming years.
In line with global trends finally India has also started shopping online these days. As
per the study by IAMAI online shopping in India has rose from $11million in 1999-2000 to
$522 million in 2007 and it is expected to rise above $700 million by end March 2010.
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CHAPTER-2
Review of Literature
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Exploration
Entertainment
Shopping
Information
Music Videos, Lyrics - Daily updated collection of music videos and lyrics.
Majority of young adults interviewed for purpose of this research tend to be
active information seekers. A high level of technological confidence within this
group tends to be an encouraging factor when it comes to product information
research online. The following analysis presents both, focus group results and
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behavioral theory in a parallel fashion divided into two main research topics:
Information Retrieval and Search Patterns
Perception of Product Information Online These two areas is mutually
dependent and particularly important in a market where consumers have the
power to choose the right product from a number of competing suppliers. Wellstructured product information that cannot be found easily online is as much of
a problem as is having easily accessible information that does not meet the
consumer's expectations
[results available
at
www.tealeaf.com/Harris]. The survey found that 48% of U.S. online adults say
that they are now conducting more online transactions than they did in the past
given the current economic climate. However, 80% of adults who have
conducted an online transaction in the past year experience problems when
doing so in 2009. Previous Tealeaf surveys have consistently shown that
approximately 87% were affected. This improvement over prior years may be
attributed to a growing business focus on delivering better online customer
experiences. While this reported decline in online transaction issues is good
news, online customer experience is still very much a work in progress. The
percentage of consumers affected by issues such as error messages (38%),
1
endless loops (19%) and login problems (28%) is still extremely high. Further;
the resulting business impact is significant, as 32% of those who experience
issues when conducting transactions online.
Atanasov (2001) in their study it is anticipated that the worldwide market for
business-to-business and business-to-consumer e-commerce will total $3.1 trillion
in 2004 as compared to $350.4 billion in fiscal 2000-2001. Among the most
profitable products and services sold online are consumer goods such as books,
videos, music, computers and other tech products, and travel (Schmerken, 2001).
Other profitable sectors include investment transactions, which Schmerken (2001)
considers to have generated a wave of corporate spending on e-commerce. The
Internet and its myriad e-commerce or marketing sites, represents what researchers
believe to be the security concerns of online shoppers and potential shoppers. These
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researchers and others reported that online buyers are also concerned about security
issues when making online purchases. Though many consumer concerns regarding
the inherent safety of financial transactions online have been resolved through the
development of sophisticated encryption programs, many consumers require
additional assurance that their financial data will be held in confidence. Other
security issues that were identified by Mauldin and Arunachalam (2002) focus
on retailer disclosures, information risk, product risk, and familiarity with the
retailer and the product. Generally, Mauldin and Arunachalam (2002) found that
intent to purchase rather than merely browsing online increases in direct
association with a sense of security and comfort. Retailers who offer their
products online are therefore advised to emphasize product disclosure and
retailer disclosure and reduced information risk in their e-commerce sites.
Though most online retailers do provide clear descriptions of security
procedures, some Internet shoppers still avoid using credit cards online.
Overcoming resistance to this fear is one of the key tasks that must be under
taken.
Ogenyi Ejye Omar, Alan Hirst (2006) in their study they evaluates
women's attitude as an overall inclination towards apparel shopping online via email questionnaire. Its findings suggest that women generally show positive
attitudes towards shopping online for apparel. Women who shop for apparel online
are aware of some of the discouraging features of online shopping, but these
features do not deter them from buying online. The implication for online retailers
is that they should focus on making the experience of online shopping more
accommodating and more user -friendly. This is important because the positive
features of online shopping ('convenience', 'usefulness', 'ease of use', and
'efficiency') appear to be more important than the negative features ('lack of
security', 'privacy of information' and 'online fraud').
A.M. Sakkthivel (2009) in their research paper aims to identify the impact of
demographics on consumer buying behavior towards online purchase of different
products based on the involvement and investment (High, Medium and Low). It
attempts to unearth the impact of the demographics on online purchase which is at
present relatively limited. It would help the marketers to identify the demographic
profile of consumers which is otherwise not known due to the intangible nature of
internet. The findings would help the marketers to design their offerings based on
the demographic profile of online consumers and would help the online marketers
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to identify and segment the online consumers which will enhance their focus and
eventually leads to financial growth.
due to their distrust of it. Consequently, it becomes more and more important to
analyse what kind of information contributes to trust formation in online shopping.
Female Undergraduat Students Attitudes toward Branded Products First, we
introduce several surveys for determining the attitude towards, and ownership
of, branded products among female young people, especially female
undergraduate students in Japan, who are the target group of this study.
Infoplant (2007) showed that nearly half of all people are interested in some
branded products. Although branded products generally attract the attention of
various kinds of people, young females are especially interested in branded
products. Infoplant (2007) revealed that more than 60% of females under 20
years of age and nearly 80% of females in their twenties have purchased some
branded products. Furthermore, the percentage of people who usually buy new
branded products is about 20% among females under 20 years of age and more
than 10% in females in their twenties.
David Anderson (02 .02 .2006) in their research carried out by a consumer
behaviour researcher at Henley Management College has investigated what drives
people to search online. The findings reveal that convenience, time-efficiency and
personal control are the key drivers for consumers to search online, rather than
cost. It also shows that the relationship between traditional and online retailing
outlets needs to be more unified E-shopping has changed the face of retail, and
surfers are now looking for spring sale bargains. This is following a bumper eChristmas, where Internet shopping soared almost 50% during the 10- week run-up
to Christmas 2005 (IMRG). However, the new findings reveal that convenience
and personal control are the key drivers for consumers to search online. Dr
Susan Rose, from Henley Management College, said: What motivates
online shoppers is the ability to shop, where, when and how they like.
Nowadays people can shop over their Shreddies in the morning. The research,
that analyses data from 304 electrical goods Internet shoppers, provides
businesses with a guide to getting the information highway buzzing with
potential customers. Big-ticket items such as digital TVs, cameras, or iPods
now feature on our e-shopping list. The Internet provides a rich source of
information about brands and retail channels that enable us to search and find
information to help us with our final purchase decision. For businesses there are
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some steps to help them embrace the Internet revolution with success. A key
factor driving Internet use for online window shopping is its usefulness in our
personal lives. The Internet frees time and makes the information search
process, Research suggests that people search online for some goods, yet buy
from a traditional high street retailer, or look around for goods in shops, then
take their search online. In turn, it is essential for retailers who operate both on
and off line to ensure that they embrace a joined up process that appears
seamless to the customer. Some retailers have still to successfully unite the two
retailing methods - this is key to contemporary customer service. Factors such
as how much the medium challenges us mentally and our confidence to
navigate and understand the technology can turn us on or off the idea of
browsing online for products. A clear divide is appearing between the
occasional online shopper and the regular experienced user. Concerns about
how easy the system is to use have almost disappeared for online shopping
enthusiasts, but for occasional users e-tailing sites need to be easy to navigate.
Websites must be accessible and operate efficiently. The research found that the
expectation of getting a good financial deal is still a strong motivator to seek out
products online, but this is secondary to the importance but, many people steer
clear of electronic buying because of security worries. Only once online
retailers can reassure customers about fraud and privacy will the online
shopping curve really take off. Worries about the risk involved, in terms
of financial transaction and privacy remain. A move from big brands to
bargains may only take place once.
Rajeev Kamineni (JAN 1999) in their study The World Wide Web
can changehuman behavior and human interactions to a very large extent. Web
based shopping behavior is one major example to point out the trends in this
direction. This study is of a very exploratory nature and it intends to establish
the differences between several web - based shoppers from different parts of the
world. Several critical factors associated with online shopping behavior will be
explored. A cross cultural data set will be collected and an illustrative
description of the shoppers will be provided. As a final step the cross cultural
differences between several shoppers will be explored. One question which will
run as a theme throughout the course of this paper is, Will the traditional
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consumer behavior theory and research be altered by the advent of web based
shopping?
There is a huge difference between a physical store and its electronic
counterpart. A help button on the home page of the web-shopping site replaces
the sales clerks friendly advice and service. The familiar layout of the physical
store becomes a maze of pull down menus, product indices and search features.
Now more than ever, the promise of electronic commerce and online shopping
will depend to a great extent upon the interface and how people interact with the
computer. At the same time, there are some inherent difficulties in maintaining
an online inventory. In a regular store, the managers can pull out a product from
the shelf if they feel that it is not fast moving or has no demand. This is a
privilege that cannot be extended to the online retail store.
Anita desai (2003) in her sudy E-tailing is the practice of selling retail goods
on the internet. It is the abbreviated version of electronic retailing which
essentially constitutes business to consumer transaction. While the concept of
online retailing or e-tailing is no longer in its nascent stage; it continues to evolve,
as advanced e-commerce applications act as a potent catalyst in the development of
e-tailing.
The idea of online retailing or e-tailing which almost every net-savvy individual
is familiar with; offers a convenient mode of shopping online and the consumer
gets to choose from a diverse range of products and services as opposed to the
analogous physical shopping experience. Furthermore, online retailers or etailers get to expose and sell their products to a global audience through their estores.
The E-commerce industry plays a vital role in its growth and development. The
consumer or buyer is usually provided with detailed information and description
of the product which helps them make a judicious choice before making an
online purchase. For consumers who face a paucity of time or want a diverse
range of products to choose from, e-tailing proves to be an ideal option. Every
e-tailer wants his/her share of domain amidst the vast World Wide Web galaxy.
Due to the intense competitory quotient involved, every e-tailer out there wants
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CHAPTER-3
NEED, OBJECTIVES, SCOPE &
METHODOLOGY
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3.1 Need
The need of this research is to identify and get insight into what main factors the online
consumer takes into consideration when most he buy products on internet what affects their
shopping behavior, basic need of this research is to find out what are the main factors affect
the online consumer when considering and making a purchase over Internet.
3.3
At any given time there are millions of people online and each of them is a
potential customer for a company providing online sales. Due to the rapid
development of the technologies surrounding the Internet, a company that is
interested in selling products from its web site will constantly has to search for an edge in
the fierce competition. Since there are so many potential consumers, it is of the out
most importance to be able to understand what the consumer wants and needs.
The importance of analyzing and identifying factors that influence the consumer when
he or she decides to purchase on the Internet is vital. Since the Internet is a new medium for
there have been new demands set by the consumer. That is why it is crucial for the online
retailers to know what influences.
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the online consumer. Analyzing consumer behavior is not a new phenomenon. The
renowned marketing expert Philip Kotler has published several works on the topic of
consumer behavior theories. These theories have been used for many years not only to
understand the consumer, but also create a marketing strategy that will attract the consumer
efficiently Hence, understanding and identifying the consumer is closely related to the
directions a company will take with their marketing strategy. These theories can also be
applied to identify the online consumer and to create certain consumer segments. However,
some distinctions must still be made when considering traditional consumer behavior and
online consumer behavior.
Since online retailing is a new retailing medium and online consumer behavior is diverse
from traditional consumer behavior, one must identify what influences the online
consumer. Analyzing the process that the online consumer goes through when deciding and
making a purchase over the Internet, shows some factors that consumers consider these
factors need to be identified and taken into account by online retailers in order to satisfy
consumer demands and compete in the online market.
3.3.2Research Methodology
Data for this study was collected by means of a Survey conducted in Chennai city. The
sample size was 200.The Questionnaire (shown in Annexure) was used Mainly to test the
model proposed for Attitude towards online shopping. The type of research was both
exploratory as well as Descriptive. Likert five point scales ranging from Strongly
Agree to strongly disagree was used as a basis of Questions. We took around eleven
different factors by studying the existing models of consumer attitudes that play an
important role in online purchase, and then proposed a model leading to online
shopping. This model was then tested in our research by the percentage analysis in msexcel.
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3.3.3Research Strategy
When collecting data to approach the purpose of a research there are two ways in which the
data can be collected. In order to acquire a General knowledge about the topic, secondary
data is primarily used and is one of the ways by which data can be collected. The second
way to collect data is the primary data collection. Usually when a study is conducted,
secondary data is not sufficient enough and needs to be completed with primary data which
is collected by the research.
since we will be
studying students & professionals we assume that there will be little variation in the
population making it more approved to generalize the response rates.
Type of Research:
Descriptive Research Sample
Size:-200.
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CHAPTER- 4
DATA ANALYSIS
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Figure 1.1
INTERPRETATION
The above diagram shows us the percentage in the age of respondents. As it shows that
from age 15-20 the number of respondents are31 % and from age of 20 -25 it is 48 % and
from 25-30 it is 14% this is the above data which is shown by the this pie chart.
Table 1.1
Age
15-20
20-25
25-30
30& above
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%of respondents
31
48
14
7
Figure 2.2
INTERPRETATION
As our respondents are mostly from the students and professional in chennai city who uses
cards. I use to get more data from males as they were ready to give their experiences, it
this graph itself is showing more percentage of males rather than females, the percentage of
male respondents is 86% and percentage of female respondents is only 14%.
Table 2.2
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Gender
Respondents
Male
86
Female
14
Figure 3.3
INTERPRETATION
The above diagram is showing the percentage of demography of respondents and what is
the percentage of respondents who lives in rural or urban region, the above diagram is
showing that 76% of the respondents are from urban areas and 24% of the respondents are
from rural area.
Table 3.3
Address
Respondents
Rural
24
Urban
76
Figure 4.4
INTERPRETATION
This graph help us to know the occupation of the respondents, this is to know that which
segment of people are buying more products on the internet whether they are the segment
of students
segment of the students i.e. 90% of the students are using internet and use to buy online
products.
Table 4.4
Occupation
No of respondents
Student
Professional
Govt.employee
Self employed
Others
90
4
Nil
5
1
Figure 5.5
INTERPRETATION
This above graph shows the percentage of monthly income of the different respondents,
and it show that less than 10000 income respondents have buyed more online products
because most of them are students and they use to buy music Cds, gadgets, laptops.
Table 5.5
Income
Less than 10000
10000-20000
30000-40000
30000-40000
40000 & above
%of respondents
60
22
15
3
0
INTERNET CONNECTION
Figure 6.6
INTERPRETATION
This graph show us the percentage of respondents who have their own internet connections,
its shows that 65% of respondents have their own internet connections and 35% people
dont have their own internet connection.
Table 6.6
Internet connection
Yes
No
Figure 7.7
INTERPRETATION
This graph shows us what motivates the people to buy internet, as from above result we
found out that no travel to shop is the main thing which motivates the people to buy
products online.
Table 7.7
% of Respondents
10
47
37
5
Figure8.8
INTERPRETATION
This diagram shows us that whether online marketers are giving competitive price or not
and result which is came is that most of the people thought that online marketers are
providing competitive prices than physical stores. And result shows 67% of people says
that it provides competitive prices and only 27% people says no.
Table 8.8
% respondents
Yes
No
Cant,say
67
27
6
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Figure 9.9
INTERPRETATION
The above graphs gives result that most of time people use to buy books25% but the
margin with other things is very less as music Cds have percentage of 20 and mobile
23%So this graph shows us this useful data .
Table 9.9
% Respondents
Books
Music
t-shirts
Mobile
Laptop
24
25
12
23
20
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Figure 10.1
INTERPRETATION
After analyzing the above graph shows that the people are in favour of that online shopping
is better than physical store, The percentage of people who says online shopping is better is
45% and the people who says it not good is 38 %. Still the percentage of people who says
yes is more than other who says no.
Table 10.1
% Respondents
45
38
12
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Figure 11.1
INTERPRETATION
This graph shows that 35% people use to visit e-bay for online shopping,40% use to go at
amazon.com because % of people who buys books is more than any other products so
people mostly visits amazon.com, 16 % people do at yahoo shopping and for other people
use to visit at BestBuy and others.
Table 11.1
% of Respondents
35
16
40
10
4
ONLINE SHOPPING
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Figure 12.1
INTERPRETATION
This diagram shows us what affects people to buy products on internet and it shows that
32% people came to know about shopping sites through online advertisements. And they
attracted towards it and start getting products from there. And 20% people decision is
affected by special offers by the offers and the discounts given by the sites.
Table 12.1
% of respondents
18
10
20
32
17
3
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Figure 13.1
INTERPRETATION
This diagram shows that mostly people uses credit card to pay their payments 78% people
use to pay by credit/debit card and 5% through bank transfer and 15% through pay pal and
2 from paypal.
Table 13.1
%of
respondants
78
5
15
2
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Figure 14.4
INTERPRETATION
This graph shows that whether people faces any problem while doing online shopping or
not and the result shows that 48% people says that they have faced problem while buying
online and 28% people says that they dont face any problem and 14 says that we cant say.
Table 14.4
Have you any problems while shopping
online
Yes
No
cant say
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% of
respondents
48
28
14
CHAPTER 5
Findings Suggestions and Conclusion
Findings
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Researcher found that most of the time youngster who are from the age of 20-25
shops
a lot on the net rather than other age limits. People used to do online shopping
because of its convenience.
The three factors that were found show a significant in influencing online
shoppers and consumers. The general distribution showed that the price was the
primary factor for the entire sample population, and that second factor was trust
was closely followed by convenience.
Researcher segments the respondents through different variables found that a
segment were mainly trust oriented and the respondents had a high positive
attitude towards purchasing books online.
Other was mainly price and convenience oriented therefore took the most
consideration to the opinions and experiences of the Reference groups. As they
low disposable income and were somewhat convenience oriented when acquiring
information about low prices, chose to label them price easers.
The main thing which is very common in the most of the people about online
shopping is its risk of privacy i.e. hacking of account number getting passwords
and all.
Suggestions
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As came to know after researching on this topic researcher recommend that, the
online sellers have to make their payment transparent, and as people are coming
on their sites and they are buying their products.
Retailers have to give more discounts to their customers so that they can visit
again and again to their site and it also helps to make people more aware about the
low rick shopping of the net.
Transaction of money is very slow they have to make it fast so that customer dont
have to face much problem to pay for the product, if customer is going to face
some problem he is not going to visit our site and buy products.
The online advertisement must made for products in other website must have
direct link for purchasing site.
The retailers must make sure that their website is out of malwares and virus
attacks.
Following implications should be followed
Discount price
A transfer and reliable retailer
Fast transactions
Focus on customer satisfaction
CONCLUSION
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Increased Internet penetration, a hassle free shopping environment and high levels of Net
savings see more and more Indians shopping online. But at the same time the companies
need to reduce the risks related to consumer incompetence by tactics such as making
purchase websites easier to navigate, and introducing Internet kiosk, computers and other
aids in stores. The goal is not to convert all shoppers to online purchasing, but to show
them its an option. In addition to above, efforts need to be taken to educate the online
buyers on the steps that need to be undertaken while making an online purchase.
Moreover, the feedback of an online buyer should be captured to identify flaws in service
delivery. This can be done through online communities and blogs that serve as
advertising and marketing tools and a source of feedback for enterprises. I found that it is
a challenge for E-marketers to convert low frequency online buyers into regular buyers
through successful website design and by addressing concerns about reliable
performance. Thus, the online retailing raises more issues than the benefits it currently
offers. The quality of products offered online and procedures for service delivery are yet
to be standardized. Till the same is done, the buyer is at a higher risk of frauds.
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