CHAPTER 1

INTRODUCTION

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1.1 BACKGROUND OF THE STUDY

Online shopping is the process whereby consumers directly buy goods or

services from a seller in real-time, without an intermediary service, over the
Internet. It is a form of electronic commerce. The sale or purchase transaction
is completed electronically and interactively in real-time such as in
Amazon.com for new books. However in some cases, an intermediary may
be present in a sale or purchase transaction such as the transactions on
eBay.com. An online shop, e-shop, e-store, internet shop, web shop, web
store, online store, or virtual store evokes the physical analogy of buying
products or services at a bricks-and-mortar retailer or in a shopping Centre.
The process is called Business-to-Consumer (B2C) online shopping. This is
the type of electronic commerce conducted by companies such as
Amazon.com. When a business buys from another business it is called
Business-to-Business (B2B) online shopping.
A large percentage of electronic commerce is conducted entirely in electronic
form for virtual items such as access to premium content on a website, but
mostly electronic commerce involves the transportation of physical items in
some way. Online retailers are sometimes known as e-tailors and online retail
is sometimes known as e-tail. Almost all big retailers are now electronically
present on the World Wide Web.
Online marketplaces such as eBay and Amazon Marketplace have
significantly reduced financial and reputational barriers to entry for SMEs
wishing to trade online. These marketplaces provide web presence, marketing
and payment services and, in the case of Amazon, fulfillment. This allows
SMEs to focus on their core competencies e.g. managing supplier
relationships. Moreover, SMEs have choices online, as these marketplaces

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compete with each other (some retailers sell across several marketplaces) and
retailers ‘own websites. They also compete with paid search providers and
others in providing marketing to SMEs. Customer ratings are a key element
of the marketplaces, enabling SMEs to build a reputation at low cost relative
to the offline environment. This element of reputation may be achieved
quickly (just one piece of feedback generates a rating) and is tied to particular
platforms (i.e. ratings are non-transferable).
In 1990, Tim Berners-Lee created the first World Wide Web server and
browser in UK.1 It opened for commercial use in 1991. In 1994 other
advances took place, such as online banking and the opening of an online
pizza shop by Pizza Hut.1 During that same year, Netscape introduced SSL
encryption of data transferred online, which has become essential for secure
online shopping. Also in 1994, the German company Inter shop introduced
its first online shopping system. In 1995, Amazon launched its online
shopping site, and in 1996, eBay appeared.
Originally, electronic commerce was identified as the facilitation of
commercial transactions electronically, using technology such as Electronic
Data Interchange (EDI) and Electronic Funds Transfer (EFT). These were
both introduced in the late 1970s, allowing businesses to send commercial
documents like purchase orders or invoices electronically. The growth and
acceptance of credit cards, automated teller machines (ATM) and telephone
banking in the 1980s were also forms of electronic commerce. Another form
of e-commerce was the airline reservation system typified by Sabre in the
USA and Travicom in the UK. From the 1990s onwards, electronic commerce
would additionally include enterprise resource planning systems (ERP), data
mining and data warehousing.
In 1990, Tim Berners-Lee invented the World Wide Web browser and

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transformed an academic telecommunication network into a worldwide
everyman everyday communication system called internet/www.
Commercial enterprise on the Internet was strictly prohibited by NSF until
1995.2 although the Internet became popular worldwide around 1994 with
the adoption of Mosaic web browser, it took about five years to introduce
security protocols and DSL allowing continual connection to the Internet. By
the end of 2000, many European and American business companies offered
their services through the World Wide Web. Since then people began to
associate a word "ecommerce" with the ability of purchasing various goods
through the Internet using secure protocols and electronic payment services.
E-Commerce (electronic commerce or EC) is the buying and selling of goods

and services on the internet, especially the World Wide Web. The E-business
and Ecommerce were the two most significant development of information
technology during 1990s. There has been a valuable increase in the number
of consumers who purchase over the Internet, as well as an increase in sales
worldwide conducted via E-commerce. Innovations of information
technology and E-commerce relationships have resulted in tremendous
changes in market competition among various industries. E-commerce offers
many online marketing opportunities to companies worldwide and along with
high rapid growth of online shopping; it has attracted retailers to sell products
and services through online channel to expand their market. Benefits of E-
commerce have been grown very fast because of many advantages associated
with buying on internet as the lower transaction and search cost of products
as compared to other types of shopping.
1.2 NEED AND SIGNIFICANCE OF THE STUDY
The prime purpose of the research is to identify and analyze the factors
influencing the consumers to shop online.. To know the factors influencing
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towards online shopping and to know why people prefer online shopping
rather than traditional shopping.
1.3 STATEMENT OF THE PROBLEM
“An increasing number and variety of firms and organizations are exploiting
and creating business opportunities on the Internet”, Liao and Cheung
(2000:299). Above mention statistics indicate the rapid growth in the field of
virtual shopping. With this emerging field of shopping the interest of
marketers is also increasing in studying what actually motivates consumers
to shop online. Fierce competitions among online sellers have forced them to
gain the competitive edge in the field of virtual shopping. In order to gain
competitive edge in the market, marketers need to know the consumer
behavior in the field of online shopping. So it is important to analyze and
identify the factors which influence consumers to shop online in order to
capture the demands of consumers. 3 Other than the factors which influence
consumers to shop online, online shopper’s demography in terms of Age,
gender, income and education is equally important to define their strategies
accordingly. As online shopping is a new medium so the consumer behavior
in the field of online shopping is also pretty diverse in nature compare to
traditional consumer behavior, so it is equally important for one to identify
what factors influence consumers to shop online. In order to reach towards
purchase decision, it consists of several factors which influence consumers to
shop online. These factors are important for retailers to compete in the market
and to make their product more compatible.
1.4 OBJECTIVES
1. To study the attitude of consumer towards online shopping.
2. To study the factors that influence the consumer to shop online.

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1.5 SCOPE OF THE STUDY
The scope of the study includes male and females. Every research has some
limitations & drawbacks. The research titled “A Study on consumer attitude
towards online shopping among youth” has geographical & time limits. The
proposed research deals with consumers online shopping attitudes. It is
undertaken with a broad view of making an in-depth study of the consumers’
attitude towards online shopping
1.6 LIMITATIONS
• Almost every study has some limitations and so as in our study. One
of the limitations in this study is time limit.
• Another, the sample size itself is relatively small. To accurately
evaluate consumers’ perceptions of online shopping on attitude, a
larger sample size is desirable.
• The study is confined to youth only.
1.7 ORGANIZATION OF THE REPORT
The introduction chapter deals with the statement of the problem, scope
of the study as well as limitations of the study. Chapter 2 deals with the
details of various research papers we have read and analyzed for the
purpose of getting an insight about the project topic. Chapter 3 include
theoretical framework of the topic. Chapter 4 deals with methodology in
which the sources of data, sampling technique are being includes. Chapter
5 deals with data analysis and interpretation. Chapter 6 details with
summary and findings. Chapter 7 deals with recommendations and
chapter 8 deals with conclusions

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 CHAPTER 2
LITERATURE REVIEW

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INTRODUCTION
Shahriar Azizi and Masoud Javidani (2010) conducted a Descriptive Study
to measure e-shopping intentions in Iran.The sample taken were 120 people
households in Tehran and the type of sampling they used was Stratified
sampling.They found that Intention is not affected by perceived benefits and
E-shopping intention has positive impact on attitude of consumers towards
online shopping in Iran.
Shergill and Chen (2005) worked on Consumers Attitudes towards Online
Shopping in New Zealand. The results revealed that security issue is the major
reason of not shopping. Consumers were also less satisfied with website
design. Security of online users is important factor that stops the willingness
of online purchasers and higher the income, the more is attitude towards
online shopping (Sami Alsmadi,2002)
Lohse et al. [2000] conducted a study to explore the predictors of online
purchasing behaviour. It was found that the consumers are characterized by
their wired lifestyle, and are time starved. They suggested that customized
information should be provided to the online shoppers who buy standard or
repeat items, which can lead to shoppers gaining a feeling of increased
convenience, and which in turn will allow them to make quick purchase
decisions. Consumers' attitude towards online shopping is a prominent factor
affecting actual buying behaviour.
Jarvenpaa and Todd [1997] gave a model of attitudes and shopping intention
towards Internet shopping in general. In the model, there were many
indicators that belonged to four major categories; the shopping experience,
the value of the product, the risk perceptions of Internet retail shopping and
the quality of service offered by the website.
Vellido et al. [2000] also proposed a model which had nine factors associated
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with users' perception of online shopping. The risk perception of users was
the main discriminator between people buying online and people not buying
online among those factors. Other discriminating factors were; control over,
and convenience of the shopping process, customer service, affordability of
merchandise and ease of use of the shopping site.
Online shopping is an Internet application that has spread rapidly in the
developed countries, but whose progress has been markedly slower in
developing countries, due to infrastructural (information technology
hardware, Internet access) and cultural barriers (high uncertainty avoidance)
(Nuseir et al. 2010).
(KIYICI, 2012),in his study of internet shopping behavior of college of
education students, tried to find out the role of familiarity and income and
possession of credit card on online shopping. His results found out that that
male students teacher are more familiar and have more positive attitude than
female student teacher. Teacher students, who have more monthly income
and have more internet self-efficacy have positive attitude and intension to
shop online. Participants, who have credit card, have more familiarity and
less anxiety concerning internet shopping.
The study of (Delafrooz, Paim, and Khatibi, 2010), tried to find out the
factors influencing students’ attitudes towards online shopping in Malaysia
through a five-level Likert scale self-administered questionnaire, which was
developed based on prior literature. The multiple regression analysis
demonstrated the most significant determinants of consumers’ attitudes
towards online shopping. The results indicated that utilitarian orientation,
convenience, price, and a wider selection influenced consumers’ attitudes
towards online shopping. Therefore, e-retailers should emphasize a more
userfriendly function in order to provide utilitarian customers a way to find

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what they need efficiently.
The thesis of (Delafrooz, 2009), found that the level of online shopping
intention was relatively high and direction of attitude towards online
shopping was positive among the postgraduate students. Moreover, it was
found that utilitarian orientation and hedonic orientation, perceived benefits
and demographic characteristics (gender, age, and income) were significantly
and positively correlated with the attitude towards online shopping. In
addition, the result revealed that the perceived behavioral control and attitude
were significantly and positively correlated with online shopping intention.
(Kim, 2010), in his study found out that the consumer factor, comprised of
privacy, security and trust, time saving, ease of use, convenience, enjoyment
provided by shopping, company reputation and tactility, was most significant
for who intended to purchase online and who did buy online.
The study of (Wambui, 2010), tried to find out the characteristics of online
shopping adopters among university students and went further to unearth the
reasons behind non adoption and adoption of online shopping. The findings
of the study revealed that there was a high level of awareness of online
shopping but very low use of the same. Findings also showed that online
shoppers were mostly male, most of them were aged 30 yrs and below and
most earned higher incomes. Some of the reasons cited for non adoption of
online shopping were concerns about financial security and discomfort in
sharing of personal information online. Some of the reasons cited for adoption
of online shopping were the ease of buying products from anywhere in the
world, and the ability to choose from a wide variety of products.
Online shopping is defined as buying a basket of commodities and its related
services (e.g. delivery service) over the Internet (Chaffey 2009). According

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to (Shergill et al. 2005), the customers can be attracted to the shopping
website depending on its commodity value, quality of service and customers’
service, convenience, experience of using online shopping websites, and
finally payment security and privacy. These factors affect customers’
behaviour when shopping online. Commodities value includes product price,
assortment, availability, and information (Jarvenpaa et al. 1996).
Online retailers must provide their customers with a huge range of the
products; this plays an important role in increasing the probability of gaining
customer satisfaction and meeting customer needs (Szymanski et al. 2000).
Moreover, website design, product quality, price comparison, product
testimonials (e.g. online book reviews) and product demonstration (e.g.
software download) must all be considered by online retailers as they enhance
buying decisions (Bakos 1997, Peterson et al. 1997).
Quality of service (QoS) includes delivery time, delayed and damaged or lost
items, quality of offered goods, and technology used for processing and
delivering customers’ orders (Cairns 1996, Consulting et al. 2011).
Customer service includes after-sale service, answering customers’ enquiries
and questions, and providing the customers with return and payment policies.
Convenience relates to ease of use, both in terms of interfacing with the
website and the complete transaction process (including ordering, paying and
taking delivery of goods or services). Experience of using online shopping
websites enhances the process of online shopping, and is related to personal
skills in using shopping websites, which influence the customers’ decision
for shopping (Andam 2003, Kurnia 2006, Kshetri 2008a). Thus, online
shopping websites’ interfaces should be well-designed and easy to use,
especially for customers who have a low experience in using these websites
for shopping (Griffith et al. 2001). The interface should also be time-saving

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and allow easy comparison or browsing of products (Hoque et al. 1999).
Payment security and personal information privacy is the most important one,
because customers worry about their credit card security and their personal
information. 2.2 Online shopping perceived benefits Online shopping
perceived benefits are the results derived from the aforementioned categories
when they meet customers’ needs (Wu 2003).
According to previous studies (Jarvenpaa et al. 1996, Vijayasarathy et al.
2000), online shopping benefits and customers’ attitudes and decisions
toward online shopping have a strong relationship. Customers use the Internet
for their shopping due to the benefits and advantages they get, which centre
on the concept that Internet shopping is more convenient and offers
competitive prices. Therefore, convenience is considered as one of the most
important factors that motivate customers to shop online in addition to the
other benefits (Khatibi et al. 2006).
Convenience has different types which can be considered during the shopping
process. For example, the ease with which products can be found is known as
‘browsing convenience’; product obtain ability is ‘possession convenience’;
being able to return or exchange products is ‘transaction convenience’; and
the availability of home delivery and flexible delivery time windows is known
as ‘delivery convenience’ (Kaufman-Scarborough et al. 2002).

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 CHAPTER 3
RESEARCH METHODOLOGY

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INTRODUCTION
A survey was conducted with target population as youth aged between 18-
25,with a structured questionnaire. A total of 30 responses were collected
using google forms. Convenience sampling, which is one of the non
probability sampling methods, has been used in this research because of ease
of accessibility of the sample.
3.1 OBJECTIVES
1. To study the attitude of consumers towards online shopping.
2. To study the factors that influence the consumers to shop online.
3.2 RESEARCH DESIGN
The research design used for the study is descriptive. Descriptive research
studies are those, which are concerned with describing the characteristics of
a particular individual or group. The studies concerned with specific
prediction with narration of facts and characteristics concerning individual
group or situation are all examples of descriptive research studies.
3.3 SOURCES OF DATA
Both primary as well as secondary data has been collected for the study
3.4 PRIMARY AND SECONDARY DATA
Primary sources:-
The primary data is collected through survey using questionnaire. Responses
are collected with the help of Google forms. This was done to make sure that
the information provided is true and unbiased. And close ended questions are
used while conducting the survey.
The Techniques which I used to collect these data are as follows:-

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 • Questionnaire
Secondary sources:-
Secondary research is a means to reprocess and reuse collected information
as an
Indication for betterments of the service or product.
• Newspapers
• Magazines
• Websites
• Journals
• Research papers
3.5 POPULATION
The population for the study is youth aged between 18-25 who are online
shoppers. The study is based on the attitude of youth consumers towards
online shopping.
3.6 SAMPLE DESIGN
It is a definite plan for obtaining a sample from a given population. It refers
to the technique the researcher adopts in selecting items for the sample. In the
study the sample design used is non-probability sampling.
3.7 SAMPLING METHOD
By keeping in view the limitations of time, resources and population I have
decided to apply convenience sampling technique for the purpose of
collecting data. As time and resources are one the constraints faced by the
researchers convenience sampling is helpful, and it seemed suitable for my
research purpose I can collect responses based on my convenience.
Questionnaires were prepared using Google forms and send to the
respondents with the help of social Medias. Convenience sampling would be

15
helpful to collect the data on time and also to avoid low response rate, as we
are expecting at least 100% response rate.
3.8 DATA COLLECTION METHODS
Both the primary and secondary data collection methods were considered.
The primary data was collected through questionnaire. 30 samples were
taken. Secondary data was taken from various Journals, websites, Research
papers and Magazines.
3.9 DRAFTING THE QUESTIONNAIRE
In the questionnaire provided to the respondents the types of questions used
were closed ended questions and dichotomous questions. The questionnaire
was drafted in an easily understandable way so that it would be easier for the
respondents to fill the forms easily
3.10 DATA ANALYSIS TECHNIQUES
Statistical analysis tools like charts, bar diagram, pie charts etc. are used to
represent the response of consumers.

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 CHAPTER 4
DATA ANALYSIS

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 Table 4.1 Gender of the Respondents
Gender No.of Respondents

Male 12

female 17

others 1

Total no.of respondents 30

Source: primary data

Figure 4.1 Gender of the respondents

Interpretation
From the above figure we can analyze that 60% of the respondents are
females and 43.3% are males.

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Table 4.2 Age of the Respondents

Age No.of Respondents

18 2

19 1

21 4

22 13

23 7

25 3

Total no.of Respondents 30

Source: primary data

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Figure 4.2 Age of the respondents
Interpretation
The above figure interprets that 43.3% of respondents belongs to the age
group of 22.

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 Table 4.3 Have you ever done online shopping
Have you ever done online shopping No.of Respondents
Yes 30
No 0
Total no.of respondents 30
Source: primary data

Figure 4.3 Have you ever done online shopping

Interpretation
From the above figure we can understand that all the respondents (100%) are
having experience in online shopping.

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Table 4.4 Most preferred category of purchase
Most preferred category of No.of Respondents
purchase
Cosmetics/jewellery 1
Apparels
Electronics
Cosmetics 1
Electronics
Others
Apparels 1
Electronics
Others
Cosmetics/jewellery 2
apparels
Cosmetics/jewellery 3
Electronics
Cosmetics/jewellery 5
Apparels 4
Electronics 11
Furniture 0
others 2
Total 30
Source: primary data

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Figure 4.4 Most preferred category of purchase
Interpretation
The most frequently purchased product from online is electronics (56.7%)
and the least purchased product is furniture (0%). Some customers are
interested in buying cosmetics, jewellery, electronics, and apparels
frequently.

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 Table 4.5 Frequency of purchase
Frequency of purchase No.of Respondents
Very often 2
Often 15
Sometimes 8
Rarely 5
never 0
Total no.of respondents 30
Source: primary data

Figure 4.5 Frequency of purchase

Interpretation
From the above figure we can understand that 50% of the respondents shop
online often. And we can see that there are no respondent that never purchased
online.16.7% respondents makes their purchase sometimes whenever arises a
necessary.

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Table 4.6 Maximum amount spent
Maximum amount spent No.of Respondents

Below 1000 13
1000-5000 10
5000-10000 2
Above 10000 5
Total no.of respondents 30
Source: primary data

Figure 4.6 Maximum amount spent

Interpretation
The maximum amount spend by the respondent for their purchase is below
1000(43.3%). 16.7% of the respondents shop online for above 10000

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Table 4.7 Problems faced during online shopping
Problems faced during online No.of Respondents
shopping
Delay in product delivery 11
Cheap quality 11
Damaged product 3
Non-delivery 1
Others 4
Total no.of respondents 30
Source: primary data

Figure 4.7 Problems faced during online shopping

Interpretation
The major problems faced by the respondents while making their purchase
online are delay in product delivery (36.7%) and cheap quality (36.7%) of the
product.

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Table 4.8 Favourite online shopping website
Favourite website No.of Respondents
Flipkart 18
Amazon 11
Myntra 1
Snapdeal 0
others 0
Total no.of respondents 30
Source: primary data

Figure 4.8 Favourite online shopping website

Interpretation
More than half of the population’s favourite online shopping website is
Flipkart (60%).36.7% of the respondent likes amazon as their favorite
shopping website.

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 Table 4.9 Influence for the purchase
Influence For The Purchase No.of Responses

Easy payment 5
Door delivery 12
Less effort 8
Wide range of products 13
Low cost 10
Offers and discounts 13
Cash on delivery 6
others 2
Source: primary data

Figure 4.9 Influence for the purchase

Interpretation
The main reason behind the online purchase is because of the wide range of
products (43.3%) and the offers and discounts (43.3). Door delivery (40%) is
also the second reason that motivates the respondents to shop online.

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 Table 4.10 I can buy the products anytime 24 hrs. a day while
shopping online
I can buy the products anytime No.of Respondents
24 hrs. a day while shopping
online
Strongly agree 18
Agree 11
Neutral 0
Disagree 1
Strongly disagree 0
Total no.of respondents 30
Source: primary data

Figure 4.10 I can buy the products anytime 24 hrs. a day while
shopping online
Interpretation
Most of the respondents strongly agrees (18) that they like online shopping
because they can make their purchase at any time 24 hrs. a day. One person
disagree to this statement.

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Table 4.11 Shopping online is convenient
Shopping online is convenient No.of Respondents
Strongly agree 9
Agree 18
Neutral 3
Disagree 0
Strongly disagree 0
Total no.of respondents 30
Source: primary data

Figure 4.11 Shopping online is convenient

Interpretation
Majority of the respondents agrees (18) that online shopping is convenient to
them and 9 respondents strongly agrees the statement. It shows the
transformation of traditional shopping to online shopping.

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 Table 4.12 I prefer online shopping more than traditional shopping
I prefer online shopping more No.of Respondents
than traditional shopping
Strongly agree 3
Agree 10
Neutral 12
Disagree 4
Strongly disagree 1
Total no.of respondents 30
Source: primary data

Figure 4.12 I prefer online shopping more than traditional

shopping
Interpretation
Most of the respondents are in a neutral (12) position that they like both online
and traditional way of shopping. Some respondents strongly agrees (3) and
agrees (10) the statement that they prefer online shopping more than
traditional shopping.

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Table 4.13 I prefer online shopping because of ease of product
return and money refund
I prefer online shopping because No.of Respondents
of ease of product return and
money refund
Strongly agree 4

Agree 13

Neutral 11

Disagree 1

Strongly disagree 1

Total no.of respondents 30

Source: primary data

Figure 4.13 I prefer online shopping because of ease of product

return and money refund

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Interpretation
The above graph shows that majority of the respondents agrees(13) and
strongly agrees(4) that they like online shopping because of easy in return and
money refund availability.

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Table 4.14 Offers/discounts/big season sales etc. attracts me to
shop online
Offers/discounts/big season sales No.of Respondents
etc attracts me to shop online
Strongly agree 10
Agree 15
Neutral 4
disagree 1
Strongly disagree 0
Total no.of respondents 30
Source: primary data

Figure 4.14 Offers/discounts/big season sales etc. attracts me to

shop online
Interpretation
The major portion of the respondents agrees(15) and strongly agrees(10) that
one of the reason for their purchase is offers, discounts and big season sales.

34
 Table 4.15 I feel safe and secure while shopping online
I feel safe and secure while No.of Respondents
shopping online
Strongly agree 3
Agree 11
Neutral 11
Disagree 4
Strongly disagree 1
Total no.of respondents 30
Source: primary data

Figure 4.15 I feel safe and secure while shopping online

Interpretation
People feels safe and secure while making online purchase. Most of the
responses agrees(11) that they feel safe and the same portion of the responses
have the neutral(11) opinion also.

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Table 4.16 Do you suggest online shopping to your friends?
Do you suggest online shopping No.of Respondents
to your friends
Yes 30
no 0
Total no.of respondents 30
Source: primary data

Figure 4.16 Do you suggest online shopping to your friends

Interpretation
This figure shows that the respondents somewhat like the online shopping
because 100% of the respondents tells that they suggest online shopping to
their friends.

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CHAPTER 5
FINDINGS

37
FINDINGS
• As the study was based on convenience sampling half of the population
were females (60%) and rest 43.3% were males. There was one
respondent with the category of others as gender.
• Most of the respondents belongs to the age group of 22(43.3%). And
we can see that respondents who belongs to the age group of 18(6.7%)
and 19(3.3%) are also interested in online purchasing. This shows that
a tremendous change in the purchasing behavior of young students.
• The major findings was all the respondents are online customers.100%
of the respondents are interested in making their purchase online.
• From the survey we can analyze the tremendous change in purchasing
behavior of people from other things to electronics. Majority of the
respondents purchase electronics(56.7%) from online. There are people
who frequently purchase multiple things from online. Cosmetics and
jewellery (40%) comes after electronics in the second position. We can
find that furniture (0%) is the least purchased products from online.
• Most of the respondents often (50%) purchases from online and 26.7%
of respondents make their online purchase whenever a need arises.
• The major part of the respondents makes their purchase below
1000(43.3%). And 33.3% of respondents purchase from 1000-5000.
This shows that people make their purchase restricted to 1000rs.
• The major problems faced by the respondents while making their
online purchase is delay in product delivery(36.7) and cheap
quality(36.7%). So these are the main issues that online customers
faced while making their purchase online.

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• Above half of the population likes flipkart(60%) as their favourite
website. This shows the growth of flipkart. And other online shopping
sites are less interested by the respondents.
• Most of the people likes online shopping because of the wide range of
products(43.3%), offers and discounts(43.3%) ,door delivery(40%)
and low cost(33.3%). These are the main reasons behind the online
purchase. Door delivery and offer/discounts influence the people more
to purchase online.
• About all respondents except one respondent agrees and strongly
agrees the statement that they can buy the products anytime from
online. This shows that most of the people purchase because of 24hrs
availability of the websites.
• Most of the people strongly agrees (9) and agrees (18) that online
shopping is convenient to them. This itself shows that transformation
of traditional way of shopping to online shopping.
• Majority of the people are having neutral (12) opinion and other people
agrees (10) that they prefer online shopping more than traditional
shopping. As most of the people are having neutral opinion it indicates
that people both want online and traditional way of shopping
• People like online shopping because of ease of product return and
money refund. Most of the respondent agrees (13) to the statement that
they likes online shopping because of easy return policy and money
refund options.
• The major reason behind online shopping are the offers, discounts and
big season sales. Most of the people makes their purchase at these
periods.

39
• Half the portion of the people agrees (11) that online shopping is safe
and secure to them. And equivalent portion of the respondents have a
neutral (11) opinion. People thinks that online shopping is safe and
secure to them. There is an increase in trust.
• All respondent are having the same level of opinion that they suggest
online shopping to their friends (100%). This change in interest shows
the upcoming digital transformation.

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 CHAPTER 6
RECOMMENDATIONS

41
RECOMMENDATIONS
• Furniture is the least moved product in online. So if more offers and
discounts are applied to this sector, sale of furniture can be increased. The
major reason behind this is the high prices of furniture. If small furniture
products are introduced there is a chance for movement of furniture
products.
• The maximum amount spent for the purchase is below 1000, so if the
price range of products are included under the amount of 1000 more no.of
customers can be there.
• Delay in delivery and cheap quality of the products are the major
problems faced by the people while making their purchase online. So if
quality is improved and delivery of the product is fastened more
customers will be satisfied.
• Amazon ,Myntra and other shopping websites are least preferred by the
people. If more features and offers are applied the customer rating can be
improved. People are seeking for more user friendly websites.
• Offers/discounts and big season sales effects the purchasing behavior of
the people. So to increase the purchasing behavior it is important to have
offers and discount. Frequent season sales will automatically attracts the
people to shop online. Most of the people are seeking for price reductions
and offers so whenever there is season sales they make their purchase.
• Midnight sales , flash sales etc can be introduced to increase customer
engagements and sales.
• Safe and secure way of payment is the success of online shopping. So it
is very important to ensure security for the customers.

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CHAPTER 6
CONCLUSION

43
CONCLUSION
This project was based on the “study of customer attitude towards online
shopping among the youth”. From the study we can understand that people
are now very much aware about online shopping and all people have
purchased online atleast once in their life. And most of the people like online
shopping and they are convenient in online shopping. The most purchased
product from online is electronics & cosmetics/jewellery. There is a
tremendous change from traditional way of shopping to online shopping.
Most of the people make their purchase frequently. The price range of the
purchase is below 1000rs. So people are very much interested to make their
purchase because of the low price of products in online. Cheap quality and
delay in product delivery are the major problems that the people are faced
while shopping online. Flipkart is ranked as first position as their favourite
shopping website. This shows the growth of Flipkart as well as the decline of
other websites. The wide range of products, offers/discounts attracts the
people to shop online. People likes online shopping mainly because of 24 hrs.
availability of the websites and they can make their purchase at any time.
Easy product return policies and money refund options are major reasons that
everyone interested to shop online.
Thus online shopping is very much interested by every respondent. From this
study we can understand that people are transformed to the new digital era.
All people are very much aware of the online shopping and they feels
convenient. The study was conducted among the youth people aged between
18-25.

44
REFERENCES

45
REFERENCES
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p.2668.
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2009. Internet marketing: strategy, implementation and practice.
Pearson Education.
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differences and internet shopping attitudes and intentions. Graduate
School of Business Working Paper, University of Texas.
• Delafrooz, N., Paim, L.H. and Khatibi, A., 2009. Developing an
instrument for measurement of attitude toward online
shopping. European Journal of Social Sciences, 7(3), pp.166-177.
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Global heterogeneity in the emerging m-commerce landscape.
In Global Information Technologies: Concepts, Methodologies,
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multiple channel environment. Journal of Consumer Marketing

46
• Kurnia, S., 2006, July. E-commerce adoption in developing countries:
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planning.

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APPENDIX

48
 APPENDIX A

1. Gender
a) Male
b) female
c) others
2. Age :_____
3. Have you ever done online shopping?
a) Yes
b) No
4. Which of the following purchases would you make most online?
a) Cosmetics/jewellery
b) apparels
c) electronics
d) furniture
e) others
5. How often do you use online purchasing?
a) Very often
b) often
c) sometimes
d) rarely
e) never
6. Maximum amount spent on your purchase?
a) Below 1000
b) 1000-5000
c) 5000-10000
d) above 10000

49
7. What are the problems that you faced while making your purchase?
a) Delay in delivery
b) cheap quality
c) damaged product
d) Non-delivery
e) others
8. Which is your favourite online shopping website?
a) Flipkart
b) amazon
c) myntra
d) snapdeal
e) others
9. What motivates you to buy products online?
a) Easy payment
b) door delivery
c) less effort
d) wide range of products
e) Low cost
f) offers and discounts
g) cash on delivery
h) others

50
 Strongly agree neutral disagree Strongly
agree disagree
10.I can buy the
products anytime
24hrs a day while
shopping online
11.Shopping
online is
convenient
12.I prefer online
shopping more
than traditional
shopping
13.I prefer online
shopping because
of ease of product
return and money
refund
14.Offers/discou
nts/big season
sales attracts me
to shop online.
15.I feel safe and
secure while
shopping online

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16. Do you suggest online shopping to your friends?
a) Yes
b) no

52