CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

Online shopping is an activity in which a customer browses the

availability of goods or services presented by one or more retailers with

the internet to purchase a suitable selection of them. Shopping hubs,

stores, home shopping, neighbourhood shopping are some types of

shopping methods available in India. New online shopping plays an

important role in all types of shopping. Online shopping or e-shopping is

a form of electronic commerce allowing consumers to directly buy goods

or services from a seller over the internet using a web browsers. An

online shop evoke the physical analogy products or services at a bricks

and mortar retailer or shopping center the process is called business to

consumer (b2c) online shopping. The largest of these online retailing

corporate are flipkart, snapdeal, amazon, shopping zone and e-bay etc.

Online shopping plays a big role in the world where it helps the people to

buy the products through internet will out any intermediaries. It helps the

customers to save time, travel, cost, energy, etc.

1
1.1.1 History

Snapdeal was started on 4 February 2010 as a daily deals platform,

but expanded in September 2011 to become an online marketplace.

Snapdeal has grown to become one of the largest online marketplace in

India offering an assortment of 10 million products across diverse

categories from over 100,000 sellers, shipping to more than 5,000 towns

and cities in India. In March 2015, Snapdeal brought actor Aamir

Khan for the promotion of its website in India.

1.1.2 Profile of Snapdeal

Snapdeal is an online marketplace, based in New Delhi, India. The

company was started by Kunal Bahl, a Wharton graduate as part of the

dual degree M&T Engineering and Business program at Penn, and Rohit

Bansal, an alumnus of IIT Delhi in February 2010. Snapdeal currently has

275,000 sellers, over 30 million products and a reach of 6,000 towns and

cities across the country[1]Investors in the company include SoftBank

Corp, Ru-Net Holdings, Tybourne Capital, PremjiInvest, Alibaba

Group, Temasek Holdings, Bessemer Venture Partners, IndoUS

Ventures, Kalaari Capital, Saama Capital, Foxconn Technology Group,

Blackrock,eBay, Nexus Ventures, Intel Capital, Ontario Teachers'

Pension Plan, Singapore-based investment entity Brother Fortune Apparel

and Ratan Tata. When Snapdeal acquired FreeCharge in an equity deal,

2
investors Sequoia Capital India, Valiant Capital, Sofina, Ru-Net

Holdings, and Tybourne Capital also became shareholders in Snapdeal.

1.2 STATEMENT OF THE PROBLEM

Since snapdeal is a one of the most popular online shopping in

India. There is a high need to understand whether the consumer are loyal

to the brand and they have and kind of influence from its service.

Retaining consumer is the main objective of any online shopping.

1.3 SCOPE OF THE STUDY

This study highlights the opinion and preference of the consumer

towards online shopping. this study helps to determine the problems or

issues faced by the customers who do online shopping and find out the

popular online sites which are preferred by the customers.

1.4 OBJECTIVES

 To identify, the customers, opinion towards online shopping

snapdeal in Marthdnam, Kanyakumari District,

 To identify, the growing reasons of online shopping.

 To findout the factor influencing to purchasing the product on

snapdeal.

 To understand the need for consumer awareness towards online

shopping.

3
1.5 HYPOTHESIS

H01: There is no significant difference between the customer perception

towards online shopping between male and female respondents.

H02: There is a significant difference between the customer perception

towards online shopping between male and female respondents.

1.6 REVIEW OF LITERATURE

Gurvinder S. Shergill (2005) describe in his articles that internet is

changing the way consumer shop and buy goods and services and has

rapidly evolved in to a global phenomenon. Consumer are using internet

not only buying products also buying to compare price, quality, features,

after sales services, delivery period, cash on delivery options are the

prospectus of online business consumer attitude towards website design,

reliability, fulfillment, website consumer service and website security

services also discussed. Online customers were relatively satisfied with

checkout processing, price and assortment of products, available on

displays. Online buyers have a different perception of specific website

elements and website factors have a crucial influence on online buyer’s

perception of online purchasing.

Na Li and Ping Zhang (2002) states that as per CCLA centre for

communication policy (2001) online shopping has become the third most

4
popular internet activity followed by messaging and webbrowsing. He

discover the model of consumer’s online shopping attitude towards

internet buying and influence their decision making and purchasing

behavior. Product characteristics and website quality significantly affect

online shopping attitude, intention and behavior, potentially leading to

increased frequency of initial purchase and repeat purchases on the part

of consumers.

Kanwalgurleen (2012) discussed that different options in internet

encouraged them to search and eventually purchase online, because more

than 100 million internet users in India. People those who are using

internet from 5 to 7 hours a day were found to be adopter of online

shopping. Price consciousness, convenience and variety, easy y options

and challenges of online shopping are the factors found to be a significant

in online shopping. Without rush traffic and vehicles one can purchase

huge variety of product by spending minimum timing.

According to Sharma and Mittal (2009) in their study "Prospects of

e-commerce in India", mentions that India is showing tremendous growth

in the Ecommerce. Undoubtedly, with the population of millions of

people, online shopping shows unlimited potential in India... Today E-

commerce is a common word in Indian society and it has become an

integral part of our daily life. There are websites providing a number of

5
goods and services. Then there are those, which provide a specific

product along with its allied services. Multi-product ecommerce- These

Indian E-commerce portals provide goods and services in a variety of

categories. To name a few: Apparel and accessories for men and women,

Health and beauty products, Books and magazines, Computers and

peripherals, Vehicles, Software, Consumer electronics, Household

appliances, Jewelry, Audio/video, entertainment, goods, Gift articles,

Real estate and services.

Ramírez Nicolas (2010) state that "The Internet has changed many

facets of our daily lives: the way we relate and communicate with one

another, how we interact with a bank, read newspapers or watch

television. Even the way we buy and sell. These changes have occurred

due to the constant flow of companies offering new business models and

innovative formulae. Discount coupons have always been a powerful

marketing tool. Whether inserted in printed media or posted through letter

boxes, they attracted new customers and were also offered at the time of

purchase to promote consumer loyalty by encouraging repeat purchases at

outlets. In order to play the "high number game", there were many

businesses which offered special discounts to a group of customers

together. This led Andrew Mason in 2008 to launch "The Point", an

online community to obtain best group deals. In the November of same

6
year, famous "Groupon" was incorporated. Currently, Groupon is present

in over 45 countries around the world since March 2010, and has received

multi-million dollar bids from industry giants like Yahoo! and Google

.All these advantages have triggered a rush among consumers to buy

discount coupons and the rate of user growth is rising incessantly.

Donald Rogan (2007) explains the relationship between consumer

behavior and marketing strategy. He states that strategy is about

increasing the probability and frequency of buyer behavior. Requirements

for succeeding in doing this are to know the customer and understand the

consumer's needs and wants. The expectation-confirmation model (Oliver

1980), on the other hand, focuses on the post-purchase behavior. It is a

widely used model in the consumer behavior literature, particularly in

explaining consumer satisfaction and repeat purchase. Satisfaction is the

central notion of this model and it is formed by the gap between

expectation and perceived performance (Oliver 1980). The expectation-

confirmation theory suggests that if the perceived performance meets

one's expectation, confirmation is formed and consumers are satisfied.

Bhattacherjee (2001) stated that satisfied users are more likely to continue

the IS use. Thus, we point that adoption and continuance are connected to

each other through several mediating and moderating factors such as trust

and satisfaction.

7
 Venkatesh (2000) reported that perceived convenience offered by

Internet Vendors has a positive impact on consumers' attitude towards

online shopping, as they perceive Internet as a medium that enhances the

outcome of their shopping experience in an easy way. Online shopping

holds a great potential for youth marketers. According to Vrechopoulos et

al. (2001) youth are the main buyers who used to buy products through

online. Dholakia and Uusitalo (2002) study examined the relationship

between age and Internet shopping; found that younger consumers

reported more linen to the online shopping. They also found that younger

consumers searched for more products online and they were more likely

to agree that online shopping was more convenient.

Benedict et al (2001) in his study on perceptions towards online

shopping reveals that perceptions toward online shopping and intention to

shop online are not only affected by ease of use, usefulness, and

enjoyment, but also by external factors like consumer traits, situational

factors, product characteristics, previous online shopping experiences,

and trust in online shopping.

Rajeev Kamineni (2004) in his study finds the World Wide Web

can change human behaviour and human interactions to a very large

extent. Web based shopping behaviour is one major example to point out

the trends in this direction. This study is of a very exploratory nature and

8
it intends to establish the differences between several web-based shoppers

from different parts of the world. Several critical factors associated with

online shopping behaviour have been explored. A cross cultural data set

has been collected and an illustrative description of the shoppers has been

provided. As a final step the cross cultural differences between several

shoppers explored.

Archana Shrivastava, UjwalLanjewar, (2011) in online buying, the

rate of diffusion and adoption of the online buying amongst consumers is

still relatively low in India. In view of above problem an empirical study

of online buying behaviour was undertaken. Based on literature review,

four predominant pschographic parameters namely attitude, motivation,

personality and trust were studied with respect to online buying. The

online buying decision process models based on all the four parameters

were designed after statistical analysis. These models were integrated

with business intelligence, knowledge management and data mining to

design. Behavioural Business Intelligence framework with a cohesive

view of online buyer behaviour.

J. Sinha 2010, the number of people engaged in various online

activities is increasing every day. While the number of online shoppers is

increasing, it is not proportional to that of brick-and-mortar shoppers.

Research has tried to explain the dismal performance of online shopping

9
as compared to the physical shopping format. Reasons for the lower level

of Internet sales have been cited as being perceived risk in carrying out an

online transaction, socio-psychological factors (Like – influence of

friends and relatives) and infrastructural limitations (Availability of

Internet, computers, credit-cards, cyber laws etc.). Under the purview of

aforementioned factors this study tried understanding the online shopping

behaviour of Indian consumers. Socio-psychological factors and

infrastructure have been found influential factors while the perceived risk

surprisingly is not significant as a whole but at gender level there was

significant difference between the online behavior of male and female

due to risk perception.

Lal studied the determinants of adoption of Information

Technology (IT) in India. The study was based on 59 electrical and

electronic goods manufacturing firms situated in NOIDA. Semi-

structured questionnaire were used to collect the data. The study

examined the factors influencing the degree of IT adoption by firms. The

factors included are entrepreneur characteristics measured by

entrepreneur’s qualification, importance given to market share, R&D and

quality consciousness, firm’s international orientation factors measured

by import and export intensity, work force skill and firm size. The sample

firms were divided into four categories depending on their intensity of IT.

10
1.7 RESEARCH METHODOLOGY

The study is exploratory in nature and based on primary and

secondary data. Secondary data is collected from the different journals,

internet, periodicals, websites. Primary data gathered from questionare

from the respondents . The customer satisfaction towards online shopping

is studied by administering structured questionnaire to 60 customers in

Marthandam.

1.7.1 Sample design

The sample design which is used in the study is convenience

sampling. Respondent from Marthandam were selected on the basis of

convenience.

1.7.2 Sample Size

Sample size taken for the study is 60 respondents.

1.7.3 Source of Data

The data is collected through in two ways, primary data and

secondary data.

1.7.3.1 Primary Data

The primary data was collected freshly and thus it was original in

character. The primary data was collected through structured

questionnaire from respondents.

11
1.7.3.2 Secondary data

Secondary data are data which have already been collected by

someone. Its main source are journals, newspapers, magazines and

internet etc.

1.8 AREA OF THE STUDY

The study was conducted in Marthandam.

1.9 STATISTICAL TOOLS USED

Statistical tools used for the analysis are simple percentage method.

1.10 LIMITATIONS OF THE STUDY

 The analysis of the present study has been carried out based on the

information has collected from the snapdeal user who are residing

at Marthandam.

 Due to time construct only 60 number of respondents were

considered.

 The result fully depends on the information given by the

respondents which may be based.

1.11 CHAPTER SCHEME

The study has been divided to five chapter detailing with aspects.

 Chapter one Introduction and Design of the Study.

12
 Chapter Two deals with Area Profile in Kanyakumari District,

Marthandam and snapdeal profile.

 Chapter Three Consumer Awareness and Perception of Snapdeal.

 Chapter four deals with Analysis and Interpretation of data.

 Chapter five deals with the Summary, Findings, Suggestions and

Conclusions.

13
 CHAPTER-II

AREA PROFILE OF KAN YAKUMARI DISTRICT AND

STUDY AREA

2.1 KANYAKUMARI DISTRICT PROFILE

Introduction

Surrounded by Majestic Hills and the plains bordered by colorful

sea-shores, fringed with coconut trees and paddy fields, here and there

are few elevated patches of red cliffs with undulating valleys and plains

between the mountainous terrain and the sea-coast, so closely interwoven

with Temples and Churches and other edifices lies the district.

Kanyakumari (the district name is spelled as Kanyakumari' in official

records which is in tune with the spoken name of the district in Tamil

Language) with in area 1672 sq. km it occupies 1.29% of the total extent

of Tamil Nadu. It ranks in literacy among other districts in Tamil Nadu.

Road Transport services

Roads play a vital part in economic development opening up

remote areas, stimulating the growth of agriculture as well as industry,

besides facilitating communication. As on essential element of the

transport infrastructure, they contribute, along with the railways, the

nation's life line.

14
 The road network in Kanyakumari district consists of National

high ways, state high ways, District roads and rural roads. The trunk road

from Madras to Nagercoil points the Kanyakumari- Trivandrum road

near Aralvoimozhi and passes through important road from Kanyakumari

to Trivandrum is one of the busiest roads in the country. The erstwhile

State a of Travancore Cochin adopted a policy of nationalization of

transport and as a result the Transport Department was formed in the

state in 1938. Routes between Trivandrum and Kanyakumari (via)

Nagercoil and Colachel were the first to be taken up for nationalization.

After the reorganization of states in 1956, the bus transport service in

Kanyakumari District was taken over by the state Transport Department

of the them Madras State.

The important private bus operators in the district during 1960s

were Messrs. Pioneer Motors (P) Limited, P.T.S. Motor service and Sri

Ganapathy Motor Service at Nagercoil and Messrs. R.K.V. Motors and

Timbers (P) Limited P.C. Motor service Marthandam for the purpose of

providing and efficient, adequate and coordinated road transport service,

the State Government decided to nationalize certain classes of routes in

1967 which resulted in the nationalization of the following routes in the

district.

15
 1. Mettukadai to Marthandam

2. Marthandam to Thirpparappu

3. Nagercoil to Colachel

4. Marthandam to Kaliyal

5. Thuckalay to Thiruvarambu

6. Kaliyal to Pechiparrai

7. Marthandam to Alancholai

8. Kaliyal to Arumarnai

9. Marthandam to Pechiparai

Electricity

The Tamil Nadu Electricity Board has seven members. The

Chairman, Accounts Member, Member (Generation) and Member

(Distribution) are full time members Commissioner and Secretary to

Government in the public works Department. Finance and Industries

Department are other members of the Board. The State is divided into

five Regions for transmission and distribution of electricity and each

region is headed by a Chief Engineer (Distribution).

Kanyakumari District is under the control of Chief Engineer

(Distribution) stationed at Madurai. The Kanyakumari Electricity

Distribution Circle is headed by a Superintending Engineer with

Headquarters at Nagercoil. He is assisted by Electrical Engineer

16
(General) in all technical and administrative matters. The Assistant

Executive Engineers, (General) Materials Management, Development

MRT-cum- special Maintenance and Civil Assistant Executive Engineer

(General) in all technical matters and a personal assistant assist in all

administrative matters.

In the district there are three Operation and Maintenance (O&M)

Divisions, each headed by an executive Engineer with headquarters at

Nagercoil, Thuckalay and Kuzhithurai. These Executive Engineers

responsible for the proper maintenance of power supply to the consumers

in their resoective areas. One construction-cum-commercial division

headed by an executive engineer is also functioning, which looks after

the construction works for extension of supply to new consumers in the

district.

There are five revenue units, two at Nagercoil one at Thuckalay

and two at Kuzhithurai which are responsible for collection and

accounting of revenue. All the existing 5 towns, 66 villages, 2490

hamlets and 371 Adidravidar colonies 9 (as per 1971 Census) in the

district have already been electrified. Power to 2850 agricultural pump

sets and 2932 huts have been extended in the district as on 31 March

1988.

17
 The number of connections with respect of service types, available

as of now in the district are as follows.

Service Types Number of Connection

Domestic 3,26,348

Huts 3144

Street Light 5230

Public Water supply 1693

Educational Institutions, Theatres, Studios 4969

Cottage Industries 63

Industrial Service 5439

Agricultural Service 5948

Commercial purpose 48,980

Public Health and Medical Facilities

The Kanyakumari district has contributed much in the field of

Medicine. The district is endowed by nature with several hills and

mountains with rich herbs of medicinal value and minerals.

Maruthuvamalai, a hill in the district located near kanyakumari literally

means medicinal hill, is referred to by Therapeutics (Buddha Bikhus)

who belonged to the period of emperor Asoka, as having medica and

spiritual heritage. According to the tradition that the hill was a piece of

18
the mountain Gandha Madhana dropped here while the mountain was

carried by Hanuman to Lankas during the epic war between Rama and

Ravana. Rare medicinal herbs are available here in abundance.

Kanyakumari played as important role in the international medical

field, even before the Christian era. In Charaka Samhita, we come across

a meeting. So to say, the first international Medical Conference was held

in 1000 B.C. on the slopes of the Great Himalayas, where 53 sages tool

part in the deliberations of devising ways and means to bring out Trisutra

(three kinds of knowledge pertaining to Indian Medical Science) viz,

Hetu sutra (Etimology), Viyadhi sutra (Pathology) and Aushada Sutra

(Pharamacology). A chapter of the book samhitha gives a list of

participants of the world meet. This meet was presided by Bharadvaja,

and the sage agasthiya, represented south India. Agasthiya delivered a

key note address on Astana (Octopartre) which includes General

Medicine (kaya) Pediatrics' (Bala) Hysteria (Graha) ENT (Urthunga)

surgery (salya) Toxicology (visha) and treatment for Virility (resagine).

From the beginning the European system of medicine had to met

organized opposition, the London Missionary society established a

hospital at Neyyoor in 1830 and began its services. Another milestone in

the medical history of Kanyakumari district was the establishment of the

Salvations Army's "Catherine Booth Hospital," (1892) at vadasery in

19
Nagercoil. With a view to encourage the practice of induction medicine

by private agencies, a system of sanctioning regular medical aids to them

was started by the Government in 1895-1896. In Kanyakumari District

the CSI Hospital, Neyyoor received Rs. 12000 per annum, as

maintenance grant. The smaller vaidyasala the mountain was carried by

Hanuman to Lanka during the epics war between Rama and Ravana. Rare

medicinal herbs are available here in abundance.

The smaller vaidyasalas and more particularly in the South-

Travancore, the area that presently forms the Kanyakumari District. The

Portuguese and the Dutch who came to the erstwhile Travancore State

even prior to the British, were the Roman Catholics and they did little

towards the cause of Education. But, the Protestant Missionaries who

arrived later were the first to introduce English Education in the District,

which was part and parcel of the Travancore State was Rev. William

Tobias Ringle Tube a native of Prussia and a man of great force and

character. He came to the state in 1806 and then onwards, he devoted his

whole energy to evangelistic work and wherever he went, he carried with

him the mission of English Education. He was innessantly preaching and

teaching and the established many schools for poor children, Christians

as well as non-Christians.

20
 The Progress of education through his instrumentality may be

inferred from his reply to a query from Col, Munro, the Devan Resident

of Travancore in 1813. He wrote that, There were six schools for the

laity: the instructions that are given, consist in lessons of reading, writing,

arithmetic and to Christian Children the catechism and reading the New

Testament or religious books. The natives were not despised to send their

children to school. Books were supplied presented form the Missionaries

at Transquebar but not in sufficient number". Ringle Taube's noble

efforts in the spread of education was aided through the recommendation

of the Resident Col. Munro, by grabt of land at a nominal rent made by

Rani Laxmi Bai. Rev. Ringle Taub bid farewell to the little church,

Mylaudy of south Travancore in January 1816 and left this country.

During the short period of Christianity, but also for the popular education

in the area. Traditionally, Nagercoil is a Congress bastion. Kamaraj, the

former chief minister of Tamil Nadu won from Kanyakumari

constituency without even canvassing. Such is the congress-supporting

nature of the Kanyakumari people, who are still emotionally attached to

Kamaraja.

Education

Some schools and colleges in Nagercoil are more than 150 years

old, like the Scott Christian College, (14) (15) built by British

21
missionaries. European missionaries, in the 19th century and early 20th

centuary played a major role in imparting education to the people of the

town and district.

One the oldest regular schools in South India, Sethu lakshmi Bai

Higher Secondary School (16) is situated in the heart of town. It was

established under the supervision of the Travancore administrators and

named after a Sethu Lakshmi Bayi, the Queen of Travancore between

1924 to 1931 (7). Another school which was named after a Travancore

ruler is Sri. Moolam Thirunal Rama Varma Higher Secondary School.

Education institutions include many privately funded Engineering

colleges, the staterun Kanyakumari Medical Colleges (at Asaripallam

nearNagercoil), and many Polytechnic colleges and Arts and Science

Colleges. As in neighbouring Kerala, Women's education and career-

development are given importance, almost on par with men by all

communities.

 ST Hindu College (17)

 Ayyappa College for women (18)

 The Muslim Arts College Thiruvithancode

 Noorul Islam College of Engineering at Kumaracoil

22
  Pan India famous ICFAI has one of its affiliate ICFAI National

College imparting MBA Program is situated at Vadasery.

 SMRV higher secondary school (19) etc. are some of the

educational institution in Nagercoil.

Several leading Colleges and Schools are run by Christian denominations

and include.

 St. Savier's Catholic College of Engineering

 St. Xavier's Catholic College of Nursing (Tamil Nadu's first

Catholic diocesan nursing College)

 CSI Institute of Technology

 James College of Engineering and Technology

 Holy Cross College, (2)

 Scott Christian College. (Arts and Sciences College, with some

specialized departments)

 Holy Cross College of Women

 Women's Christian College Nagercoil (21)

 Carmel higher secondary School

 Little Flower girls higher secondary School

 St. Joseph's Convent higher secondary school (22)

 St. Joseph's Matric Higher Secondary school

23
  CSI Matriculation Higher secondary school

 Scott Christian Higher Secondary School (23)

 Duthie Girls Higher Secondary School (24)

 Moderator Gnanadason Polytechnic College

In the Christian theological side, the Concordia Theological

Seminarv established in 1924 caters to the training of Pastors of the India

Evangelical Lutheran Church. One of the well reputed C.B.S.E schools

inNagercoil is the Adarsh Vidya Kendra Which is situated at

Vetturnimadam which as 3 km from Nagercoil. Banana chips is a popular

commonly made and savoured by the people.

Agriculture

Based on the agro-climatic and topographic conditions, the district

can be divided into three regions, namely:-

1. The uplands: Comprising of hills and hill bases suitable for Growing

crops like Rubber, cloves, Nutmeg, Pepper, Pineapple etc.

2. The Middle: Comprising of plains and valleys fit for growing.

Location

Kanykumari District is the southernmost district of India. It is the

second smallest district in the state of Tamilnadu Kanyakumari District

was formed as a new district in 1956 as a result of state reorganization act

24
on the basis of language prior to 1956. It was part of Travancore, one of

the princely states in India. The total geographical area of the District is

1,672 Sq.kms.

The District is situated in the Southern tip of the Indian sub

continent lying between 77° 05 and 77° 36 of the eastern latitude and 803

and 835 of the northern latitude. It is bounded by Tirunelveli district in

the north and north east by kerala state in the north west by Bay of Begal

into the south east, by Indian Ocean in the South and Arabian Sea in the

West.

Administration Setup

Nagercoil is the head quarters of this district. It has been divided

into two revenue divisions namely Nagercoil and Padmanabhapuram.

The district has four taluks namely, Agasteeswaram, Thovalai, Kalkulam

and vilavancode. Nagercoil revenue division consist of the first two

taluks and Padmanabhapuram the remaining two taluks. The district has

nine block and municipalities.

Demographic Features

Demographic feature in the study area is essential to know the

social status of the people. They determine the amount of employment,

income and credit requirement of each and every household and also the

25
infrastructues-basic, educational, financial, marketing, transport and

health, required to meet the needs of the people.

Population

The total population of the district was 16,69,763. According to

2001 census out of the total population 8,29,542 were males and 8,40,221

were females. Out of the total population, there are 85.7 percent literates.

Total urban population of the district was 2,69,183 in which 1,34,769

were males and 1,34,414 femalfes. Out of the total urban literates of

2,10,926 males accounted for 1,09,328 and females for 1,01,598.

Occupational Pattern

Agriculture is the main occupation of the people in Kanyakumari

district. It is the key sector, which provides the main source of the income

of the people of this district. Since a major portion of this district is

educated, they are employed in different parts of the country. But the

uneducated people have to depend on agriculture for their existence.

Climate and Rainfall

Kanyakumari district has a unique advantage of rainfall during the

southwest and north-east monsoons. The period of South west monsoon

is from June to September. The North-East monsoon is from October to

December. This district is having favorable agro-climatic conditions to

26
grow crops such as paddy, banana, tapioca and plantations of rubber,

coconut and cloves. The average rainfall of the district is 1400 mm per

year.

Crop Pattern and Irrigation Facilities

This small District is famous for its vast green stretches of paddy

fields, coconut grives, thick forest and the rare earths of western

seashore. Dams, government channels and tanks are the major sources of

irrigation; Kodayar, pattanocimakal and Neyyar are the main water

system of the district.

Industrial Development

There are nine large and medium scale industries in the district. It

is the only district which has too much of rubber plantations in Tamil

Nadu. People in this district are expecting the opening of few rubber

industries by the state government to proved employment to some extent.

Southern Division, or Padmanabhapuram Division till 1921 and

Trivandrum Division from 1921 to 1949, was one of the administrative

divisions of the princely state of Travancore. It covered the five taluks of

Agastiswaram, Eraniel, Kalkulam, Thovalay and Vilavancode and was

administered by a civil servant of rank Diwan Peishkar equivalent to a

District Collector in British India. The Southern division was

27
predominantly Tamil-speaking in contrast to the other three divisions

where Malayalam was spoken. In 1920, the neighbouring Trivandrum

was also merged with the Southern division. In 1949, the princely state of

Travancore was dissolved and the Southern Division was included in the

Travancore-Cochin state of India. In 1956, the Tamil-speaking taluks of

Southern Division were transferred to the neighbouring Madras State as

per the States Reorganisation Act of 1956 and forms the present-day

Kanyakumari district of Tamil Nadu. The Malayalam-speaking taluks of

the erstwhile Trivandrum division form the Thiruvananthapuram district

of Kerala. The headquarters of the Southern Division were at

Padmanabhapuram.

MARTHANDAM PROFILE

Transports

 Air

The nearest airport is trivandram International Airport which is 40

km from Marthandam.

 Railways

It has a railway line connecting the capital of Kerala, Trivandrum,

with the southernmost tip of India, Kanyakumari. Kuzhithurai station is

found to be centered between Trivandrum - Kanyakumari railway route.

28
This railway station collection is more than seven crore per annum and a

daily passenger patronage of more than 50,000 people. The station has

two platforms and falls on the Kanyakumari-Trivandrum line in the

Trivandrum Division of the Southern Railway zone, most of all daily

trains passing through the station halts in Kuzhithurai station.

Marthandam is well connected to Chennai, Mumbai, Bangalore by rail

service also bus service to all over Tamil Nadu.

Ayyapan temple

Vedisasthan Kovil

There is a Lord Ayyappa temple in Marthandam at the banks of

Kuzhithurai River. This temple is known as either "Vettuvenni temple" or

"Vedi sasthan Kovil". The latter one due to the fire cracker being burst at

the temple as a mark of prayer to Lord Ayyappa. This temple is just by

the side of National Highway NH-47 connecting Trivandrum with

Nagercoil.

Trimoorthy temples

The famous Trimoorthy temples called Mahadevar, Brahma and

Mahavishnu temples are in one compound at banks of famous

Tamraparni River just walkable distance from Kuzhithurai Bus stand.

29
Churches

The Marthandam CSI Church in the Main Road at the junction was

built by Rev. Robert Sinclair born in Scotland who came to India after his

ordination as a minister on 3 August 1910, in Scotland. He succeeded

Rev. H.I Hacker in 1919 and came to Marthandam and served from 1920

to 1939.

CSI Church in Marthandam

Light Decorations During Christmas

St. Antony's Church is located in Vettumani near to Thamiraparani

Kuzhithurai River. St. Antony's Church was under control of Roman

Catholic Parish of Kuzhithurai Diosiose. St. Antony's Church was very

popular and various miracles happening for peoples due to the blessings

of Jesus through St. Antony. Every Tuesday and Friday Special Mass

have been conducted.

Syro-Malankara Catholic Eparchy of Marthandom(Christ the King

Cathedral) The Eparchy of Marthandom (also called Marthandam) is a

Syro-Malankara Catholic diocese in Tamil Nadu. It was created by Pope

John Paul II on 16 December 1996. It was the fourth diocese of the Syro-

Malankara church It consists of three civil districts: Kaliakkavilai,

Marthandam, Nagercoil. Pope: Francis, Major: Moran Mor Baselios

30
Cardinal, Archbishop: Cleemis Catholicos, Bishop :Vincent Mar Paulos

and it has an total Area: 1665 Sq. km, Population :20,669,924, Malankara

Catholics: 65,000, Languages -.Tamil, English, Malayalam, Christmas

celebration is massive in Marthandam .In this district, Christmas is

celebrated more than rest of Tamil Nadu. Onam is also celebrated well in

this district due to its neighbour Kerala and presence of Malayalam

speaking people throughout the border of district. Also festival such as

Deepavali,New Year, Ramzan, Easter is celebrated in this District. TPM

church in Marthandam is located in Bethel Street.

Folk Arts

There are several Folk Arts practiced in temples for Sastha

(ayyanar), Sudalaimadan and Isakkiamman. Villupattu is especially for

Sastha temples and Kaniankoothu is practiced for Sudalaimadan. Grand

Tamil poet Awaivar temples are found along with Isakki amman temples

and worship of teachings of Awaiyar can be observed

Many Folk arts and dances are popular in this district. They are

played during the time of festivals in temples, celebrations in schools etc.

Bow Song (Villu Paatu) is an ancient form of musical- storytelling art of

southern Tamil Nadu. Villu Paatu has been especially popular in

Thovalai and neighbouring areas of the district.

31
 Bow, the age-old weapon of warriors - paradoxically lends itself to

be used as a primary musical instrument for the Villu Pattu artists. 1211

There are Udukku, Kudam, Thala, Kattai, etc. as supplementary

instruments in their performances. Udukku, mentioned in the ancient

Tamil literature as Thudi, is a small drum with a slender middle portion

which is held in the left hand and played by the fingers of the right hand.

Occasionally, the Villu Pattu team divides itself into two groups, each

trying to prove opposite points-of- view of a subject. This is called

Lavani Pattu. The songs used by the Villu Pattu artists are mostly

traditional folk-songs.

Thiruvathirai Kali occupies the pride of place among the folk

dances. It resembles Kummi and is played especially during Onam

festival. The players are young girls. The necessary number of girls is

8,10,12 or 16 for each dance. They move round and sing in chorus. Each

girl strikes the stick (Kole) which she holds in each hand, and the striking

of the sticks and the steps, which she makes are rhythmical to the tune.

Kalial is a folk dance played by group of men or boys in the

country side. A group leader sings songs and keeps time with cymbals.

The players stand in a circle with sticks in their hand and dance round a

lighted lamp repeating the songs sung by the leader. They turn, twist, lean

forward and backward, squat and move round singing to the tune. At the

32
beginning the steps are elaborate and at times, they are also very quick.

When invited to perform in a function, the players generally begin the

dance with an invocation for heavenly aid and conclude the dance with a

torch - dance using lighted torches. This folk dance exhibits the artistic

and recreative life of the country side.

Kathakali is a unique form of drama, which has its origin in

Travancore. Kathakali (story-dance) is a relatively recent (fifteenth or

sixteenth century) development of earlier dances, which, like dances

every where, arose out of religious expression through symbolical action.

In this art-form, the characters express their ideas not by words, but by

significant gestures. In Kanyakumari District, it is now played in the

temples at Thiruvattar, Thirparappu, Ponmana, Kuzhithura, Neyyoor,

Nattalam and Munchira during the time of festivals.

Ottam Thullal is a form of story telling. It is a popular for of

amusement, staged in the temple premises and Malayalam is the language

commonly used. Ottam Thullal is now played in the temples of

Thiruvattar, Thirparappu, Ponmana, Nattalam and Thirunanthikara in the

district during the time of festivals.

Kalari, is an ancient martial art of Kerala. A tradition believed to

have been founded by Parasurama is known as Vadakkan Kalari; another

is credited to Agasthiar in which the emphasis is on striking at vital

33
points of the body and not on weapons, even through sword, knife, Urumi

(rolling sword), Mankombu (horns of a deer), Kandakkodali, (a kind of

axe), mazhu (a kind of axe) etc., are also used. Kanyakumari district is

home to an indigenous form of martial arts called 'Adimurai' or 'naadan',

which is often confused with the Kalari of Kerala, in spite of its

uniqueness.

34
 CHAPTER - III

CUSTOMER AWARENESS AND PERCEPTION

3.1 INTRODUCTION

Internet is changing the way consumers shop and buys goods and

services, and has ragidly 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, communicate and disseminate information, to sell

the product, to take feed back 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.

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-te-business

35
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 gam an improved insight into consumer

behavior in cyberspace. Along with the development of E-retailing,

researchers continue to explain E-consumers' behavior from different

perspectives. Many of their studies hare posited new emergent factors or

assumptions that are based on the traditional models of consumer

behavior, and then examine their validity in the Internet context.

3.2 ONLINE SHOPPING IN INDIA

The birth and growth of Internet has been the biggest event of the

century. E-commerce in India has come a long way from a timid

beginning in the 1999-2000 to a period where one can sell and find all

sorts of stuff from a high end product to a meager peanut online. Most

corporations are using Internet to represent their product range and

services so that it is accessible to the global market and to reach out to a

larger range of their audience.

Computers and the Internet have completely changed the way one

handles day-to-day transactions; online shopping is one of them. The

36
Internet has brought about sweeping changes in the purchasing habits of

the people. In the comfort of one’s home, office or cyber cafe or

anywhere across the globe, one can log on and buy just about anything

from apparel, books, music and diamond jewellery digital cameras,

mobile phones, MP3players, video games, movie tickets, rail and air

tickets. Ease, simplicity, convenience and security are the key factors

turning the users to buy online.

E-commerce revenues in the country are projected to teach Rs

2,300 crore he the year 2006-07, growing at 95 per cent over 2004-

05{Source: Internet and Mobile Association of India, [A MA I). This

pertains to the business-to-consumer (B2Q segment. It may be too early

to do a comparison with the e-commerce scenes in countries such as the

US where billions of dollars are spent online but the business in India is

growing exponentially every year, albeit from a smaller base, the total

revenues have reached a respectful size.

3.3 RECENT DEVELOPMENTS

The number of users logging on to the Internet is growing by leaps

and bounds. The number of Indians who are online is expected to touch to

100 million by 2007-08, from the present 38.5 million according to the

research conducted by IAMAI. Tile numbers indicate a growing sense of

common with the use of Internet for shopping. Accompanying this

37
growth, there is an increasing maturity the way people use the Internet.

It's a classical curve. Online users typically start by using e-mail,

gradually move on to browsing for news, information and entertainment,

and finally graduate to shopping and conducting business online. Online

sales have registered a huge jump and what was a concept five years ago

is now beginning to hit the mainstream levels. Roughly 10 percent of tile

world's population more than 627 million people have shopped online at

least once, hi India it is just sprouted and beginning to perish. Internet is

now going beyond the simple exchange of information to a shopping

paradise. This medium is far bigger than expected, but many retailers and

marketers are not using it to its full potential.

Indian customers are increasingly getting comfortable with online

shopping, and there is a higher acceptability for the concept. India has 25

million Internet users and more is now turning to online shopping. There

has been an influx of online shopping sites in India with many companies

hitching onto the Internet bandwagon. The revenues from on line

shopping are expected to more than double by 2006-07. According to

IAMAI, the average number of transactions pet month in India has gone

up from 2 lakh in 2001-04 to 4.4 lakh in 2004-05 and has doubled to 7.95

lakh transactions per month in the year 2005-06. The online sales during

the Festival season had increased rapidly especially during Diwali and

38
Ramzan which recorded a sales of Rs.l15 crore, a 117 per cent increase

from the Rs53 crore in the year 2004-0 5(source LAMAI). These figures

clearly show that online shopping has truly come of age and consumers

are keen to shop on the net. Effective customer communication on

products plus reduced shipping costs and timely delivery has helped

online marketers to seize a slice of the Rs 115 crore sales.

Online shopping has become the latest trend among shoppers.

Indians are becoming more comfortable with e-commerce. The

consumer's attitude has been evolving towards online purchases. It has

become increasingly positive over the years. The attitudes that drive

people to shop online, such as convenience, price comparison and choice

are improving tremendously in India

Though a miniscule amount in the global context, the Indian

online shoppers' population would make its presence feIt quite

remarkably. The potential of the Indian e-market can be gauged from the

fact that 16 percent of Indian consumers want to buy online in the next

six months, making it the third most online-potential country after Korea

(28 percent) and Australia (26 percent) (Source:IMRB). This is an

indication of a growing breed of Indian consumers who are not only

better equipped but also more confident of the online transactions. Indian

businesses have also grown mature enough to move up the IT curve and

39
they are considering Business to consumer (B2C) e-commerce a viable

revenue model. Some of the companies that have benefited are

baazee.com, indiatime scom, rediffcom, indiamart, coin, Fabmart.com,

traveljini.com and sifymall.com.

1n diaiTia1t.com has witnessed a growth of more than ten times in

just two years in its online gifts domain. In the online travel domain, the

company was able to generate an average 58,000 worth of room

bookings/month For its premium client. It is expected to touch 51 5-

20,000/month/clieut by the year-end, which is over 100 percent growth

(Source: Indiamart). Brick-and-mortar businesses are also building up e-

commerce revalues. In the year 2005-06 Samsung India recorded a 120

percent jump in online buying from its site over the year 2004-05

(Source:Samsung). Nirula's witnessed more than double growth in its

B2C e-commerce revenues in the year 2005-06 and is positive for the

next one to two years (Source: Nirula's). Companies like eBay India have

seen a large increase in the number of sellers and buyers From B and C

cities and in a year the eBay community (buyers and sellers) base has

increased to 1.7 million users, which shows that more Indians are

shopping online (Source: eBay). Online sales are currently marked by a

single digit growth, but the leading garment retailers like Pantaloon,

Shoppers' Stop and Globus have already made business strategies to enter

40
into the world of e-retailing. Famous apparel brand Zodiac has already

started online stores. The main motive of these retailers through online

sales Ls to reach the global markets and the small towns where they do

not have the outlets. Thus the India's Internet shopping sector is preparing

for a massive growth, which is fuelled by increasing broadband usage

and growing e-commerce

3.4 ONLINE ACTIVITIES

The Internet has entered the mainstream consciousness over the

past decade. This has happened primarily because the web has got a

graphical interface and Internet has moved from governmental control to

private hands. The activities which are happening on the Internet are

email and instant messaging, general web surfing or browsing, reading

news, hobby searches, entertainment searches, shopping and buying

online, medical information scare lies, travel information searches,

tracking credit cards, and playing games.

Communication i.e. email, chat or instant message is the basic

activity for which Internet is used. It is the single most important reason

for people to go online. E-mail provides the opportunity to communicate

more often with a much broader circle of people than one can reach by

telephone or by mail in a convenient way. In India too email constitutes

41
the major activity on the Internet. It was found that more elderly people

are increasingly using email as compared to the younger generations.

In India the top five online activities are e-mail, surfing, chatting,

search and job search.

Some of the sites, which are commonly used For these particular

activities, are:

 Yahoo - Most preferred communication portal, tops For e-mail and

chat

 Indiatimes -Best event and sports news provide

 Naukri-Best recruitment portal

 Google-Best information domain

 Shaadi-Best For matrimonial services

 eBay-Best online shopping portal

In India online trading, travel, recruitment, ticketing, real estate,

classifieds and social networking are a few spheres ripe for investment.

3.5 EMPLOYMENT

Today online job search market is expanding tremendously.

According to IAMAI the number of online job seekers had reached 6.5

million in 2005-06 and is expected to across 9.2 million in the year 2006-

42
07. The market size of the Indian online recruitment industry in 2005-06

was ] 45 crore and it is estimated to reach Rs 241 crore for 2006-07

(source IAMAI) this is mainly because of the increase in the internet

penetration which has lead to an increase in the users for whom net has

become a convenient way to meet their it needs. Every year thousands of

graduates pass out and look for employment opportunities, for these job

seekers Internet is the most convenient (24 hour a day) and the

comprehensive medium to research and look for jobs. Internet is

advantageous to both the job seekers (saves time and cost) and to the

recruiters (easy access to the best talent pool) as a result there is a win a

win situation.

3.6 BANKING & TRADING

The net banking is increasing and it is estimated that 4.6 million

Internet users are using Internet for banking purposes and it is expected

to grow to 16 million plus by 2007-08 (Source IAMAI). Trading stocks is

also becoming a fast booming activity amongst the Indians. The traders

feel that trading through Internet is not that cheap but the convenience

provided by online trading is worth the costs involved. Traders can keep

a regular check on various stocks and it is easier to compare them. They

can not only buy and sell stocks but can also find the track record of

various stocks, do technical analysis, can access live news from

43
international news agencies such as Reuters, CNBC and can find

opinions from other leading brokers which help them do decide whether

to buy or sell. More and more traders today are making the immense use

of these services, which shows that there is a huge potential in this sector.

3.7 FACTORS THAT BOOST ONLINE SHOPPING IN INDIA

 Rapid growth of cyber cafes across India

 Access to Information

 The increase in number o f computer users

 Reach to net services through broadband

Middle-class population with spending power Ls growing. There

are about 200 million of middle-c la is population good spending

powers. These people have very little time to spend for shopping.

Many of them have started to depend on internet to satisfy their

shopping desires.

3.8 FEW FACTS ABOUT ONLINE SHOPPING

The figures from [AMAI show that the internet users in India will

grow to 200 million by 2010. Around 25% of regular shoppers in India

are in the 18-25 age groups, and 46% are in the 26-35-year range.

44
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 SI 1 million in 1999-2000 to $522 million in

2008 and it is expected to rise above J700 million by end March

2010.

 Indians are also Shopaholics like other Asians. There is a strong

booming young adult population in India with good levels of

disposable income.

3.9 IN INDIA

Over 350 Billion and growing rapidly - Most popular online

shopping products include: books (45%), electronic gadgets (42%),

railway tickets (38%), accessories apparel (35%), apparel (35%), gifts

(34%), computer and peripherals (32%), airline tickets (28%i), music

downloads (21%), movie downloads (21%), hotel rooms (22%),

magazines (18%), tools (l(16%), home appliances (1 6%), toys(16%i),

jewelry (17%), movie ticket (15%), etc.

45
3.10 PAYMENTS

Online shoppers commonly use a credit card to make payments,

however some systems enable users to create account!; and pay by

alternative means, such as:

 Billing to mobile phone and landlines

 Cash on delivery (COD.. offered by very few online stores)

 Cheque/ Check

 Debit card

 Direct debit in some countries

 Electronic money of various types

 Gift cards

 Postal money order

 Wire transfer delivery on payment

Some sites will not accept international credit cards, some require

both the purchaser's billing address and shipping address to be in the

same country in which she does its business, and still other sites allow

customers from anywhere to send gifts anywhere. The financial part of a

transaction might be processed in real time (for example, letting the

consumer know their credit card was declined before they log off), or

might be done later as part of the Fulfillment process.

46
3.11 ADVANTAGES

3.11.1 Convenience

Online stores are usually available 24 hours a day, and many

consumers have Internet access both at work and at home. Other

establishments such as internet cafes and schools provide access as. well.

A visit to a conventional retail store requires travel and must take place

during business hours.

In the event of a problem with the item it is not what the consumer

ordered, or it is not what they expected -consumers are concerned with

the ease with which they can return an item for the correct one or for a

refund. Consumers may need to contact the retailer, visit the post office

and pay return shipping, and then wait for a replacement or refund. Some

online companies have more generous return policies to compensate for

the traditional advantage of physical stores. For example, the online shoe

retailer Zappos.com includes labels for free return shipping, and does not

charge a restocking Fee, even for returns which are not the result of

merchant error. {Note: In the United Kingdom, online shops are

prohibited from charging a restocking fee if the consumer cancels their

order in accordance with the Consumer Protect ion (Distance Selling) Act

2000.

47
 CHAPTER - IV

ANALYSIS OF DATA

4.1 INTRODUCTION

This chapter deals with the analysis and interpretation of the Study

on Awareness and Perception of Online Shopping Customer In Snapdeal

with Special Reference to Marthandam Town . Necessary data have been

collected from respondent throw on questionnaire. The 60 customer

Awareness and perception of on line shopping with reference to

Marthandam are selected randomly for the study by adopting convenient

sampling method. The information is collected is analyzed using various

statistical tool such as percentage, and chi-square test etc. Calculated

data are given in the form of tables, charts and diagrams.

48
4.2 AGE WISE DISTRIBUTION

Age wise classification is an important factor for this analysis.

Age is classified into various stage. Table 4.1 shows the age wise

classification of respondents.

TABLE 4.1

AGE WISE DISTRIBUTION

NO .OF
S.NO AGE PERCENTAGE
RESPONDENTS

1 Less than 25 40 66.6

2 26-30 11 18.13

3 31-50 6 10.1

4 Above 51 3 5

Total 60 100
SOURCE: Primary Data

Table 4.1 shows that 66.6 percent of the respondents are in the age

group of less than 25, 18.3 percent of the respondents are between 26-30,

10.1 percent of the respondents are between 30-50 and remaining 5

percent of the respondent are above 50. Majority of the respondents come

under the group less than 25 years.

49
 CHART 4.1

CLASSIFICATION ON THE BASIS OF AGE

66.60%
70.00%

60.00%

50.00%

40.00%

30.00%
18.13%
20.00%
10.10%
10.00% 5.00%

0.00%
Less than 25 26-30 31-50 Above 50

50
4.3 GENDER WISE DISTRIBUTION

Male and Female are considered to be acceptable gender groups in

society. Following table 4.2 shows the number of Male and Female

respondents

TABLE 4.2

GENDER WISE DISTRIBUTION

NO. OF
S.NO GENDER PERCENTAGE
RESPONDENTS

1 Male 35 59

2 Female 25 41

TOTAL 60 100
SOURCE: Primary Data .

Table 4.2 shows that 35(59 percent) respondents are Male and the

remaining 25(41 percent) respondents are Female. Majority of the

respondents is Male.

51
 CHART 4.2

GENDER WISE DISTRIBUTION

Female
41%

Male
59%

52
4.4 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

EDUCATIONAL QUALIFICATION

Educational Qualification is an important factor for this analysis.

Following table 4.3 shows that the Educational qualification wise

classification of respondents

TABLE 4.3

CIASSIFICATION ON THE BASIS OF EDUCATIONAL

QUALIFICATION

NO .OF
S.NO QUALIFICATION PERCENTAGE
RESPONDENTS
1 PG and Above 23 38.3
2 UG 15 25
3 Diploma 10 16.7
4 12 Pass 6 10
5 10 Pass 4 6.7
6 Uneducated 2 3.3
TOTAL 60 100
SOURCE: Primary Data

Table 4.3 shows that 23(38.3 percent) respondents have

qualification of PG and above and 15(25 percents) respondents have

qualification of UG and 10(16.7 percents) of the respondents are Diploma

holders and 6(10percents) respondents are 12th Pass and 4(6.7 percents)

respondents are 10th pass; remaining 2(3.3 percents) respondents are

uneducated. Majority of the respondents have a higher qualification of

PG and above .
53
4.5 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

MARITAL STATUS

Marital status is an important factor for this analysis. Following

table 4.4 shows that the marital wise classification of respondents

TABLE 4.4

CIASSIFICATION ON THE BASES OF MARITAL STATUS

MARITAL NO .OF
S.NO PERCENTAGE
STATUS RESPONDENTS

1 Married 23 38.3

2 Unmarried 37 61.7

TOTAL 60 100
SOURCE: Primary Data

Table 4.4 shows that 23(38.3percent) respondents are Married and

the remaining 37(61.3 percent) respondents are Unmarried. Majority of

the respondents are unmarried.

54
4.6 TYPE OF THE FAMILY

Type of the family is an important factor for this analysis.

Following table 4.5 shows that type of the family of the respondents

TABLE 4.5

TYPE OF THE FAMILY

SIZE OF NO. OF
S.NO PERCENTAGE
FAMILY RESPONDENTS

1 Joint 18 30

2 Nuclear 42 70

TOTAL 60 100
SOURCE: Primary Data

Table 4.5 shows that 18(30 percent) respondents live under joint

family system and the remaining 42(70 percent) respondents live under

nuclear family system . Majority of the respondents belongs to Nuclear

family system.

55
4.7 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

INCOME

Income is an important factor which indicates the standard of

living of the people. Following table 4.6 shows the family income of

respondents

TABLE 4.6

CIASSIFICATION ON THE BASIS OF FAMILY INCOME

MONTHLY NO. OF
S.NO PERCENTAGE
INCOME RESPONDENTS

1 Less than 25000 26 43.3

2 25000-50000 18 30

3 50000-75000 9 15

4 Above 75000 7 11.7

TOTAL 60 100
SOURCE: Primary Data

Table 4.6 shows that 43.3 percent respondents receive monthly

income are Less than 25000 and 30 percent of the respondents receive

25000-50000 and 15 percent of the respondents earn 50000-75000 in a

month and the remaining 11.7 percent of the respondents receive above

75000. Majority of the respondents Family are earning below 25000

56
57
 CHART 4.3

CLASSIFICATION ON THE BASIS OF FAMILY INCOME

43%
45.00%

40.00%

35.00% 30%

30.00%

25.00%

20.00% 15%
12%
15.00%

10.00%

5.00%

0.00%
Less than 25000 25000-50000 50000-75000 Above 75000

58
4.8 MODE OF PURCHASING

Mode of Purchasing is an important factor for this analysis.

Following table 4.7 shows the mode of purchasing of the respondents

TABLE 4.7

MODE OF PURCHASING

MODE OF NO. OF
S.NO PERCENTAGE
PURCHASING RESPONDENTS

1 Cash 41 68.3

2 Credit 19 31.7

TOTAL 60 100
SOURCE: Primary Data

Table 4.7 shows that 68.3 percent of the respondents purchase

product on cash on delivery and the remaining 31.7 percent of the

respondents purchase through credit facility.

59
4.9 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS

OF THE CONSIDERATION WHEN PURCHASING CLOTHES

Table 4.8 indicates the classification of the respondents on the

basis of the Consideration when purchasing clothes

TABLE 4.8

CLASSIFICATION ON THE BASIS OF CONSIDERATION

WHEN PURCHASING CLOTHES

PURCHASING NO. OF
S.NO PERCENTAGE
CLOTHES RESPONDENT
1 Taste 8 13.3
2 Colour and design 12 20
3 Fashion 9 15
4 Brand popularity 6 10
5 Value of money 15 25
6 Good Quality 10 16.7
TOTAL 60 100
SOURCE: Primary Data

Table 4.8 shows that 13.30 percent of the respondents purchase

according to their Taste preference and 20 percent of the respondents are

colour and design oriented, 15 percent of the respondents are fashion

oriented and 10 percent of the respondents purchase based on brand

popularity , 25 percent of the respondents are value of money oriented

and 16.7 percent of the respondents are quality oriented .

60
4.10 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

SHOPPING FOR CLOTHING PRODUCTS

Table 4.9 indicates the classification of the respondents on the

basis of shopping for clothing for clothing products

TABLE 4.9

CLASSIFICATION ON THE BASIS OF RESPONDENTS OF

SHOPPING PRODUCTS

SHOPPING FOR NO. OF

S.NO CLOTHINGS RESPONDEN PERCENTAGE
PRODUCTS T
1 Internet 17 28.3
2 Departmental stores 16 26.7
3 Flag ship stores 7 11.7
Stores in high streets/
4 9 15
Shopping mall
5 All of the above 11 18.3
TOTAL 60 100
SOURCE: Primary Data

Table 4.9 shows that 28.3 percent of the respondents shop through

Internet, 26.7 percent of the respondents purchase from departmental

store, 11.7 percent of the respondents purchase from flag shopping stores,

15 percent of the respondents shops from stores in high streets/ shopping

mall, 18.3 percent of the respondents purchase from either any of the

above.

61
4.11 PREFERENCE OF ONLINE PRODUCTS

Table 4.10 indicates the classification of the respondents on the

basis of the preference of online shopping

TABLE 4.10

PREFERENCE OF ONLINE PRODUCTS

NO .OF
S.NO PRODUCTS PERCENTAGE
RESPONDENTS

1 Clothes 15 25

2 Books 5 8.3

3 Shoes and bags 19 31.7

4 Electronic goods 8 13.3

5 Watch 13 21.7

TOTAL 60 100
SOURCE: Primary Data

Table 4.10 shows that about 25 percent of the respondents

purchase clothes online , 8.3 percent of the respondents purchase books,

31.7 percent of the respondents shop shoes and bags online , 13.3 percent

of the respondents purchase electronic goods and remaining , 21.7 percent

of the respondents purchase watches online.

62
4.12 PREFERNCE OF BRANDED PRODUCTS ONLINE

Table 4.11 indicates the preference of branded products online by

the respondents.

TABLE 4.11

PREFERNCE OF BRANDED PRODUCTS ONLINE

PREFERNCE OF
BRANDED NO .OF
S.NO PERCENTAGE
PRODUCTS RESPONDENTS
ONLINE

1 Always 11 18.3

Only when quality is

2 18 30
important

3 Never 23 38.4

4 Rarely 5 8.3

5 Occasional 3 5

Total 60 100
SOURCE: Primary Data

Table 4.11 shows that about 18.3 percent of the respondents

always purchase only branded products and 30percent of the respondents

purchase only when quality is important, 38.4 percent of the respondents

are never purchase branded products online, 8.3 percent of the

respondents Rarely shop branded products online, and remaining

purchase occasionally .

63
4.13 FREQUENCY OF PURCHASING ONLINE PRODUCTS

Table 4.12 indicates the classification of the respondents on the

basis of frequency of purchasing online products in last six months.

TABLE 4.12

FREQUENCY OF PURCHASING ONLINE PRODUCTS

FREQUENCY OF NO .OF
S.NO PERCENTAGE
ONLINE SHOPPING RESPONDENTS
1 Every day 9 15
2 Once every two weeks 7 11.7
3 2 times a week 3 5
4 Once a month 8 13.3
5 Weekly 17 28.3
Every two or three
6 12 20
weeks
7 Weekly 1 year 4 6.6
Total 60 100
SOURCE: Primary Data

Table 4.12 shows that 15 percent of the respondents purchase

Every day, 11.7 percent of the respondents once in every two week, 5

percent of the respondents shop 2 times a week , 13.3 percent of the

respondents purchase once a month, 28.3 percent of the respondents

purchase weekly, 20 percent of the respondents purchase every two or

three weeks, and about 6.6 percent of the respondents purchase once a

week in a year.

64
4.14 TIME SPEND ON INTERNET

Table 4.13 indicates the classification of the respondents on the

basis of time spend on internet everyday.

TABLE 4.13

TIME SPEND ON INTERNET

TIME SPEND
NO .OF
S.NO ON PERCENTAGE
RESPONDENTS
INTERNET

1 Below 1 hour 6 10

2 1 hour 7 11.7

3 2-3 hours 20 33.3

4 3-4 hours 5 8.3

5 Above 4 hours 22 36.7

Total 60 100
SOURCE: Primary Data

Table 4.13 shows that about 10 percent of the respondents spend

below 1 hour per day, 11.7 percent of the respondents spend about 1 hour,

33.3 percent of the respondents spend about 2-3 hours everyday, 8.3

percent of the respondents spend about 3-5 hour everyday and 36.7

percent of the respondents spend above 4 hour a day.

65
4.15 REASON FOR CHOOSING SNAPDEAL TO SHOP ONLINE

Table 4.14 indicates the respondents snap deal to shop online.

TABLE 4.14

REASON FOR CHOOSING SNAPDEAL TO SHOP ONLINE

REASONS FOR
NO .OF
CHOOSING PERCENTAGE
S.NO RESPONDENTS
SNAPDEAL

Very convenient and

1 11 18.3
time saving

2 Low price `25 41.7

3 Product variety 15 25

You can by the rare

4 5 8.3
product have

5 Others 4 6.7

Total 60 100
SOURCE: Primary Data

Table 4.14 shows that about 18.3 percent of the respondents choose

snapdeal on they feel very convenient and time saving, 41.7 percent of

the respondents prefer snapdeal due to Low price, 25 percent of the

respondents prefers of Product variety, 8.3 percent of the respondents

66
says that they can find rare products on snapdeal and about, 6.7 percents

of the respondents choose because of other factors .

4.16 FACTOR WHICH SATISFIED THEIR RESPONDENTS

DURING PREVIOUS PURCHASE ON SNAPDEAL

The table 4.15 indicates the classification of the respondents on the

basis of the Satisfaction of snap deal experience

TABLE 4.15

FACTOR WHICH SATISFIED THEIR RESPONDENTS DURING

PREVIOUS PURCHASE ON SNAPDEAL

SATISFACTIONAL NO. OF
PERCENTAGE
S.NO FACTOR RESPONDENTS
1 Price 30 50
The way of solving
2 7 11.7
complaint
Loyalty for this shop
3 9 15
in snapdeal
4 Speed on delivery 11 18.3
Difference between
5 expectation and real 2 5
product or services
Total 60 100
SOURCE: Primary Data

Table 4.15 shows that about 50 percent of the respondents are

satisfied on Price, 11.7percent of the respondents are satisfied on the way

of solving respondents complaint, 15 percent of the respondents got

satisfied on Loyalty for shopping in snapdeal, 18.3 percent of the

67
respondents got satisfied on speed on delivery, 5 percent of the

respondents got satisfied on difference between expectation and real

product or services, they received.

4.17 IMPORTANCE OF SPEED ON DELIVERY

The table 4.16 indicates the classification of the respondents on the

basis of the Speed of delivery

TABLE 4.16

IMPORTANCE OF SPEED ON DELIVERY

SPEED ON NO OF
S.NO PERCENTAGE
DELIVERY RESPONDENTS

1 Strongly agree 8 13.3

2 Agree 26 43.3

3 Neutral 13 21.7

4 Disagree 6 10

5 Strongly disagree 7 11.7

Total 60 100
SOURCE: Primary Data

From the above Table 4.16 it is clear that 13.3 percent of the

respondents Strongly agree that delivery is an important factor, 43.3

percent of the respondents Agree that speed on delivery is an important

68
factor and 21.7 percent of the respondents gives Neutral , 10 percent of

the respondents Disagree for the above statement and about, 11.7 percent

of the respondents Strongly disagree that speed on delivery is important

one.

4.18 LEVEL OF SATISFACTION IN SPEED ON DELIVERY

OF SNAPDEAL

The table 4.17 indicates the classification of the respondents on the

basis of the Satisfaction level of speed delivery of snap deal

TABLE 4.17

LEVEL OF SATISFACTION IN SPEED ON DELIVERY

OF SNAPDEAL

LEVEL OF NO .OF
S.NO PERCENTAGE
SATISFACTION RESPONDENTS

1 Strongly agree 8 13.3

2 Agree 10 16.7

3 Neutral 13 21.7

4 Disagree 17 28.3

5 Strongly disagree 12 20

Total 60 100
SOURCE: Primary Data

69
 Table 4.17 shows that 13.3 percent of the respondents got Strongly,

16.7 percent of the respondents Agree satisfied on purchasing snapdeal

products, 21.7 percent of the respondents gives a Neutral answer, 28.3

percent of the respondents are Disagree on purchasing snapdeal products

and about, 20 percent of the respondents says that they are strongly

disagree.

4.19 IMPORTANCE OF PRICE ON SNAPDEAL PURCHASE

Table 4.18 indicates the classification of the respondents on the

basis of importance of price on snapdeal purchase

TABLE 4.18

IMPORTANCE OF PRICE ON SNAPDEAL PURCHASE

PREFER OF NO. OF
S.NO PERCENTAGE
PRICE RESPONDENTS

1 Strongly agree 35 58.3

2 Agree 14 23.3

3 Neutral 4 6.7

4 Disagree 5 8.3

5 Strongly disagree 2 3.3

Total 60 100
SOURCE: Primary Data

70
 From the above table 4.18 it shows that 58.3 percent of the

respondents Strongly agrees that price is an important factor, 23.3

percent of the respondents Agree that price is important, 6.7 percent of

the respondents remains Neutral, 8.3 percents of the respondents

disagrees for the above statement, 3.3 percents of the respondents

Strongly disagree for the statement.

4.20 SATISFACTION OF RESPONDENTS ON PURCHASING

EXPECTED PRODUCTS AND THE REAL ONE’S

Table 4.19 indicates the classification of the respondents on the

level of satisfaction of respondents on purchasing expected products and

the real one’s.

TABLE 4.19

SATISFACTION OF RESPONDENTS ON PURCHASING

EXPECTED PRODUCTS AND THE REAL ONE’S

NO. OF
S.NO EXPECTATIONS PERCENTAGE
RESPONDENTS

1 Strongly agree 14 23.3

2 Agree 11 18.3

3 Neutral 13 21.7

4 Disagree 10 16.7

5 Strongly disagree 12 20

71
 Total 60 100
SOURCE: Primary Data

Table 4.19 shows that 23.3 percent of the respondents are Strongly

agree, 18.3 percent of the respondents Agree for the statement , 21.7

percents of the respondents remains Neutral, 16.7 percent of the

respondents are Disagree for the statement, and about 20 percent of the

respondents Strongly disagree that they receive expected product.

CHART 4.4

SATISFACTION OF RESPONDENTS ON PURCHASING

EXPECTED PRODUCTS AND THE REAL ONE’S

0.23
25.00%
0.22
0.2

20.00%
0.17

15.00%

10.00%

5.00%

0.00%
Strongly agree Agree Neutral Disagree Strongly
disagree

72
73
4.21 REPEATED PURCHASE OF PRODUCT FROM SOME

ONLINE RETAILER

The table 4.20 indicates the classification of the respondents on the

basis repeated purchase of product from some online retailer.

TABLE 4.20

REPEATED PURCHASE OF PRODUCT FROM SOME ONLINE

RETAILER

SATISFACTION
NO. OF
S.NO OF PERCENTAGE
RESPONDENTS
PURCHASING

1 Strongly agree 10 16.7

2 Agree 17 28.3

3 Neutral 21 35

4 Disagree 7 11.7

5 Strongly disagree 5 8.3

Total 60 100
SOURCE: Primary Data

Table 4.20 shows that, 16.7 percent of the respondents got highly

satisfied, 28.3 percent of the respondents agree that they are satisfied, 35

percent of the respondents remains Neutral, 11.7 percent of the

respondents disagree, 8.3 percent of the respondents are highly

dissatisfied on purchasing online retailing store..

74
4.22 EFFECTIVE HANDLING OF COMPLAINT BY SNAPDEAL

Table 4.21 indicates the classification of the respondents on the

basis of effective handling of complaint by snapdeal.

TABLE 4.21

EFFECTIVE HANDLING OF COMPLAINT BY SNAPDEAL

HANDLING OF NO. OF
S.NO PERCENTAGE
COMPLAINT RESPONDENTS

1 Strongly agree 4 6.7

2 Agree 10 16.7

3 Neutral 14 23.3

4 Disagree 24 40

5 Strongly disagree 8 13.3

Total 60 100
SOURCE: Primary Data

Table 4.21 shows that 6.7 percent of the respondents strongly

agrees that there is an effective handling of complaints, 16.7 percent of

the respondents agree for the above statement, 23.3 percent of the

respondents gives and Neutral answer, 40 percent of the respondents

disagree for the above statement and about, 13.3 percent of the

75
respondents Strongly disagree that there is effective handling of

complaint by snapdeal .

4.23 OVERALL SATISFACTION ON SHOPPING FROM

SNAPDEAL

Table 4.22 indicates the classification of the respondents on the

basis of Overall satisfaction on shopping from snapdeal.

TABLE 4.22

OVERALL SATISFACTION ON SHOPPING FROM SNAPDEAL

OVERALL NO OF
S.NO PERCENTAGE
SATISFACTION RESPONDENTS

1 Strongly agree 9 7.5

2 Agree 10 16.7

3 Neutral 16 26.7

4 Disagree 14 23.3

5 Strongly disagree 11 18.3

Total 60 100
SOURCE: Primary Data

Table 4.22 shows that about 7.5 percent of the respondents are

highly satisfied, 16.7 percent of the respondents Agrees that they are

satisfied, 26.7 percents of the respondents remains Neutral, 23.3 percent

of the respondents Disagree for the statement and remaining 18.3 percent

76
of the respondents highly dissatisfied with the overall performance of the

snapdeal.

CHART 4.5

OVERALL SATISFACTION ON SHOPPING FROM SNAPDEAL

30.00%
26.70%
25.00% 23.30%

20.00% 18.30%
16.70%
15.00%

10.00%
7.50%

5.00%

0.00%
Strongly agree Agree Neutral Disagree Strongly disagree

77
4.24 CALCULATION OF CHI-SQUERE:

4.24 .1Chi square analysis:

Hypothesis is tested by using Chi-square test as

   
2
O  E
X  
2

 E 

O = observed frequency

E = expected frequency

Chi square test is the best test to test the fitness of good. This

analysis is to test the relationship between two or more variables.

78
4.24.2 CLASIFICATION ON THE BASIS OF GENDER AND

OVERALL SATISFACTION OF SNAP DEAL

TABLE: 4.23

GENDER AND OVERALL SATISFACTION OF SNAP DEAL

Strongly Disagre Strongly

Sex Agree Neutral Total
agree e disagree

Male 6 6 11 8 4 35

Female 3 4 5 6 7 25

Total 9 10 16 14 11 60

Degree of freedom = (r-1) (c-1)

= (2-1) (5-1)

= 1x 4

=4

Calculated value =4

The table value = 9.49

The calculated value is less than the table value so the Hypotheses

is accepted. Hence there is significant relationship between Gender and

Satisfaction of snap deal.

79
4.24.3 CASIFICATION ON THE BASIS OF AGE AND

SATISFACTION OF SNAP DEAL

TABLE 4.24

AGE AND OVERALL SATISFACTION OF SNAP DEAL

Strongly Neutra Strongly

Age Agree Disagree Total
agree l disagree

Less than
5 7 10 11 7 40
25

26-30 2 1 4 2 2 11

31-50 1 1 2 0 2 6

Above 50 1 1 0 1 0 3

Total 9 10 16 14 11 60

Degree of freedom = (r-1) (c-1)

= (4-1) ( 5-1)

= 3x 4

=12

The table value = 21.0

80
 The calculated value is less than the table value so the Hypotheses

is accepted. Hence there is significant relationship between Age and

Satisfaction of snap deal.

CHAPTER V

SUMMARY OF FINDINGS, SUGGESTIONS AND

CONCLUSION

5.1 INTRODUCTION

This study is based on the primary data, collected from 60

respondents. Data are analysed and the findings, suggestions and

conclusion have been drawn out. Major finding of the study are stated

below.

5.2 FINDINGS:

Important findings of the study are:

1. Majority (59 percent) of the respondents are male members.

2. The researcher found that (43.3 percent) of the respondents age

group falls less than 25 years.

3. Most (38.3 percent) of the respondents are PG and above qualified.

4. Majority (61.7 percent) of the respondents are unmarried.

81
5. Researcher found that majority (70 percent) of the respondents

lines under nuclear family system.

6. The study reveals that (43.3 percent) of the respondents earnings

lies Less than 25000/month.

7. The researcher found that majority (68.3 percent) of the

respondents have purchased mobile phone on ready cash.

8. The researcher found that majority (25 percent) of the respondents

are value of mony when purchasing of cloths.

9. The researcher found that majority (53.3 percent) of the

respondents shop clothing products ththrough internet.

10. Majority of the respondents (31.7 percent) prefer online to

shopping products products shoes and bags.

11.The researcher found that majority (38.4 percent) are respondents

never prefer branded products online.

12.Out of 60 respondents, 28.3 percent of the respondents on online

to shop in weekly.

13.Out of 60 respondents, 36.7 percent of the respondents spend

above 4 hours on internet.

14.Majority of the respondents 41.7 percent are choose online

shopping because of low price.

82
15.Majority of the respondents (50 percent) are experienced with price

satisfaction.

16.Out of 60 respondents (43.3 percent) majority of the respondents

are agreed with speed of delivery.

17.Majority of the respondents (28.3 percent) are Disagree speed of

delivery.

18.Out of 60 respondents (58.3 percent) majority of the respondents

are lightly satisfied with price.

19.Majority of the respondents (23.3 percent) expected products while

delivery.

20.Out of 60 respondents 35 percent the majority of the respondents

gives Neutral response that they are satisfied with online retailor so

that thy purchasing again from the same retailor.

21.Majority of the respondents (23.3 percent) given neutral

respondents that there is effective handling of complaint.

22.Majority of the respondents (26.7 percent) are Neutral of Overall

satisfaction.

83
5.3 SUGGESTIONS:

1. Online shopping is the new trend in shopping products through

computer.

2. The online seller has to take maximum efforts to offer the products with

competitive price because the price of the products plays a big role in

purchase decision.

3. Most of the people other than students are not having awareness about

online shopping; the website merchant should take steps are create

awareness among the public.

4. The online shopping snapdeal must be made known to consumers

through different methods of advertisement. The customer prefer the

cash on delivery to make payment for their shopping but some of the

product are not coming with cash on delivery option.

5. To improve the effectiveness of online shopping the issue must be

addressed. Considerable number of respondents facing some problems

while shopping in snapdeal. This problem should be careful observed,

analysed and settled.

6. During the data collection (filed work), it was observed that some of the

sample respondents of preference of products constipation problem

arises while purchasing it hence it is suggested that the availability

problems by conducting proper researcher through their research and

development department.
84
5.4 CONCLUSION:

Online shopping is easy to shopping and ever wanted. All people

wanted the goods low price and verity of products and time saving of

online shopping. Based on the finding of study, various suggestions are

properly considered by the online shopping in snapdeal results may be

achieved.

85
 BIBLIOGRAPHY

 Rangaswamy and G.H. Van Bruggen (2005); ―Opportunities and

challenges in multichannel marketing: An introduction to the special issue‖,

Journal of Interactive Marketing, 19(2),p.:5-11

 Ahuja, M. K., Gupta, B., & Raman, P. (2003): An Empirical Investigation

of Online Consumer Purchasing Behavior [Electronic version].

Communications of the ACM, 46(12ve), pp. 145-151. Retrieved 18 April

2005 fromhttp://portal.acm.org/cacm/ve1203.

 Alba J, Lynch J, Weitz B, Janiszewki C, Lutz R, Sawyer A and

Wood,S(1997) Interactive Home shopping: Consumer Retailer and

Manufacturer incentive to participate in Electronic Market places, “Journal

of Marketing,61(3),pp38-54

 Ansari, C.F. Mela, and S.A. Neslin (2008); ―Customer channel

migration‖; Journal of Marketing Research; XLV: pp.:60-76.

 AcNielsen (2009), ―Indians beat world in cyber shopping‖, [online

document]. Adams, Dennis A., R . Ryan Nelson, & Peter A. Todd, (1992),

"Perceived Usefulness, Ease of Use, Usage of Information Technology: A

replication", MIS Quarterly (June), pp.: 227-247

 Aladwani, Adel M., & Prashant C. Palvia, (2002), "Developing and

Validating and Instrument for measuring User-Perceived Web Quality",

Information and Management, 39, pp.:467-476.

86
 Allred, R.C., Smith M.S and Swinyard, R.W (2006), E-shopping lovers and

fearful conservatives: a market segmentation analysis‘, International

Journal of Retail and Distribution Management.34-45, pp.:308-333.

 Ankur Kumar Rastogi(2010): A study of Indian online consumers and their

buying behavior, International Research Journal Vol 1 Issue 10 pp.:80

 Allred, R.C., Smith M.S and Swinyard, R.W (2006), E-shopping lovers and

fearful conservatives: a market segmentation analysis‘, International

Journal of Retail and Distribution Management.34-4/5,308-333

 Ahuja, M. K., Gupta, B., & Raman, P. (2003): An Empirical Investigation

of Online Consumer Purchasing Behavior [Electronic version].

Communications of the ACM, 46(12ve), pp. 145-151. Retrieved 18 April

2005 from http://portal.acm.org/cacm/ve1203.

 Anastasi, A. (1982). Psychological testing (5th ed.), New York: Macmillan.

An, D., (2003). An empirical study of Hall and Hofstede‘s cultural values;

A content analysis of Internet advertising in Korea and United States,

Submitted the partial fulfillment of the Requirements for the degree of

Doctor of Philosophy in the College of Mass communications and

Information Studies, University of South Carolina.

87