NAGINDAS KHANDWALA COLLEGE OF COMMERCE, ARTS, SCIENCE

AND MANAGEMENT STUDIES MALAD (WEST), MUMBAI- 400064

RESEARCH PROJECT ON:

“ TO STUDY CONSUMER PREFRENCE OF NESTLE KIT KAT

WITH THE RESPECT TO CADBURY DAIRY MILK”

SUBMITTED BY:

Ruchin Darji

ROLL NO. 5005

T.Y.B.M.S (MARKETING)

SEMESTER VI

PROJECT GUIDE:
PROF. GARGI DUBEY

SUBMITTED TO:
UNIVERSITY OF MUMBAI

ACADEMIC YEAR:
2021-2022
NAGINDAS KHANDWALA COLLEGE OF COMMERCE, ARTS, SCIENCE
AND MANAGEMENT STUDIES MALAD (WEST), MUMBAI- 400064

Certificate

This is to certify that Mr Ruchin Darji has worked and duly completed her Project Work for
the degree of Bachelor of Management Studies under the Faculty of Commerce and her project
is entitled, ‘TO STUDY CONSUMER PREFRENCE OF NESTLE KIT KAT WITH THE RESPECT
TO CADBURY DAIRY MILK”’ under my supervision.
I further certify that the entire work has been done by the learner under my guidance and
that no part of it has been submitted previously for any Degree or Diploma of any
University.
It is her own work and facts reported by her personal findings and investigations.

Date of Submission:

Name and Signature of Guiding Teacher:

Prof. Gargi Dubey

 Declaration by Learner

I, the undersigned Mr Ruchin Darji, hereby declare that the work embodied in this
project work titled ‘TO STUDY CONSUMER PREFRENCE OF NESTLE KIT KAT WITH
THE RESPECT TO CADBURY DAIRY MILK”forms my own contribution to the research
work carried out under the guidance of Prof. Gargi Dubey, is a result of my own work
and has not been previously submitted to any other University for any other Degree/
Diploma to this or anyother University.
Wherever reference has been made to previous works of others, it has been clearlyindicated
as such and included in the bibliography. I, hereby further declare that all information of
this document has been obtained and presented in accordance with academic rules and
ethical conduct.

Name and Signature of Learner

Varsha Ahire

Certified By
Name and Signature of the Guiding Teacher

Prof. Gargi Dubey

 ACKNOWLEDGEMENT

A research project requires the support and guidance of various people, without whose support,
it would not have been possible to complete the project work.

First and foremost I would like to thank our College Principal, Dr. Ancy Jose for continuously
encouraging me to strive for excellence. I would like to thank Vice Principal Dr. Mona Mehta
forinstilling a research mindset in me. I would also like to thank the Coordinator of the BMS
Section Dr. Swapna Joshi for her constant support and encouragement. I would also like to
thank all my professors for providing help whenever it was needed.

A study like this is incomplete without the support of family members and friends. I would like
to thank my family members and friends for being my pillars of strength during the research.

I would like to thank all the people who have directly and indirectly helped me in my work. It
would not have been possible to complete this work without their support.
 EXECUTIVE SUMMARY

The inventions of computers and the internet have brought about massive changes in all aspects
of human life. The business market mainly has seen numerous changes. Electronic commerce or
E-Commerce are those commercial transactions that are conducted electronically over the
internet. Day by day, year after year, it is getting bigger and bigger in the overall business
market. Advancements in these technologies have aided consumers from any part of the world
to purchase from any company/manufacturer operating outside of his or her resident country
through a website/app. The company thus has access to unlimited business markets and borders
are free in this sense.
All of this indicates that e-commerce is here to stay for the future and it will only gain
popularity over the years.
And so, understanding consumer behaviour poses an important factor to help improve the
market strategies by each online player. If there was no consumer, there would be no business,
and in turn, no profits. Consumers, in general, are influenced by several characteristics and
situations and circumstances during the process of buying. However, a consumer’s behaviour is
hard to predict and it cannot always be explained completely.
It has been found that even in the case of Online and Offline purchasing, consumer behaviour
can differ. In most cases, companies segment their markets based on demographic factors such
as age, gender, geographic locations, etc. On the other hand, these demographic factors play a
huge role in their influence on consumer behaviour. Frequent communications among
consumers about their lifestyle, fashion, living habits, etc are seen not only locally but even
globally over the internet.
Of all the demographic factors mentioned above, gender plays a substantial role in how it affects
the consumer’s purchasing behaviour. Even the perception of usage/ consumption of products
can differ from the gender difference. Men and Women tend to have different choices while
making any purchases because of differences in their upbringing, social norms and their effects,
etc.
Gender has some or the other universal characteristics and hence, it is a crucial factor to consider
while understanding consumer behaviour. Marketers must understand when and how it affects
consumer behaviour during online purchasing.
The research work explores the impact of gender on E-commerce related purchasing habits. The
researcher collected data by questionnaire method from the age group of above 18 years. A
sample size of 185 was taken. A simple random sampling method was used. Questionnaires,
interviews and observations were employed for obtaining the primary data.

The objectives of the research were:

 To understand the role of gender in online purchasing habits
 To understand people’s preferred websites/apps to purchase from
 To know which factors in advertisements are most appealing to individuals of
different genders
 To understand the preferred categories of purchases made online by individuals
of different genders

The hypothesis for the research is as follows:

1. People of different genders make online purchases since it is convenient.
2. Women actively seek out offers and discounts as compared to men.
3. Men prefer humorous and factual advertisements whereas women prefer
colourful advertisements with jingles as well as facts.

The conclusions drawn from the research are as follows:

 84.9% of the respondents preferred Both modes of shopping - Online as well as
Offline. Despite gender differences, here, Both modes were more preferred as
compared to a specific singular mode of purchasing.
 However, of the 112 women, 8 women preferred only Online while 7 preferred only
Offline. Of the 73 women, 9 Men preferred only Online while only 4 men preferred
only Offline.
 Hence, it can be seen that the preference for offline is slightly higher in women
as compared to men.
 With regards to comfort with Online Purchasing, all 73 Men felt some degree of
comfort, with 18 Men most comfortable and 35 Men comfortable with making such
purchases.
  On the other hand, among the 112 women, 3 women were Not Comfortable/ Least
Comfortable with Online Purchasing. However, 26 women were Most
Comfortable.
 Thus, it can be seen that in the case of women, adaptability and comfort with Online
Purchasing is not seen in every case contrary to Men where at least some comfort
has been established.
 In the case of most purchased items, for women, apparels, cosmetics/skincare and
groceries were the highest contenders; whereas for men, apparels, meals orders and
electronics were high contenders. Thus, preference and focus for these items based
on genders can be observed here.
 For the majority of both men as well as women, Amazon was the most preferred app for
making Online Purchases. However, women also preferred Myntra, Nykaa and Bigbasket
along with Netflix more as compared to Men. For the men, Flipkart, Zomato and
Amazon Prime along with Netflix were more preferred. These websites/apps help to
conclude an extension of the previous finding, where there was a specific set of
products/services that were preferred by both genders.
 More women make regular active efforts to get the best offers as compared to men.
 In advertisements, both genders are attracted mainly by the Product/ Service being
advertised. However, in the case of women, colours, humour and celebrities/ influencers
were more attractive for them as compared to other features. On the other hand, for
Men, colours, celebrities/ influencers and offers were more attractive.
 Men prefer One-Stop apps like Amazon to get most of their purchases done, while
more women prefer Product-Specific apps like H&M, etc.
 For women, the major reasons for discomfort were Lack of Touch and Feel and Lower
Quality chances. Whereas for Men, along with lack of touch and feel, Security Concerns
and Late Deliveries were more popular reasons for Discomfort.

Frequency of online purchasing is dependent on comfort and availability of information for the
customers. Hence, to improve people’s frequency of online purchasing, online retailers must
have proper provisions to help provide all necessary and accurate information to the customer.
 TABLE OF CONTENT

PAGE
NOS.

CHAPTER 1 – INTRODUCTION 1 - 16
1. Introduction
1.1. History of E-Commerce
1.2 Impact of gender and e-commerce on consumers
1.3 Origin of the research problem
1.4 Advantages of e-commerce

1.5 Disadvantages of e-commerce

CHAPTER 2 – METHODOLOGY 17 - 20
2.1 Statement of the Problem
2.2 Objectives of Research
2.3 Hypothesis
2.4 Methodology of Data Collection
2.5 Scope of the study
2.6 Limitations
2.7 Scope of further research

CHAPTER 3 – REVIEW OF LITERATURE 21 - 25

CHAPTER 4 - FINDINGS 26 - 57

CHAPTER 5 – CONCLUSIONS AND SUGGESTIONS 58 - 62

5.1 Conclusion
5.2 Suggestions
BIBLIOGRAPHY 63 - 65

APPENDIX 66 - 70
Questionnaire
 CHAPTER 1
INTRODUCTION
 Introduction

The inventions of computers and the internet have brought about massive changes in all aspects
of human life. The business market mainly has seen numerous changes. Electric commerce or E-
Commerce are those commercial transactions that are conducted electronically over the internet.
Day by day, year after year, it is getting bigger and bigger in the overall business market.
Electronic commerce is one of the business styles which trades through public or private
computer network instead of personal interaction (Suki, 2002). Each year, there is exponential
growth in sales and profit as well in the e-commerce market. Multiple organisations and research
institutes have also made positive predictions in regards to the growth of e-commerce each year.
Advancements in these technologies have aided consumers from any part of the world to
purchase from any company/manufacturer operating outside of his or her resident country
through a website/app. The company thus has access to unlimited business markets and borders
are free in this sense.

In this day and age, online purchasing has become an easy solution. 24/7 business transactions
can be conducted and hence, the consumer can make purchases from the convenience of any
location, irrespective of the time. There are substantial time and energy saving for the consumer.
These factors along with the convenience and ease of online purchasing are influential in
increasing the usage and popularity of such websites/apps. The last decade has changed the way
shopping is done. Instead of going out, consumers are recognising the ease of purchasing
products/services online.

Comparisons in terms of price, features of the product/service, designs, discounts, etc

aid theconsumer to make informed decisions based on his or her preferences and buying
powers.
Personal needs and requirements are met easily since all parameters can be identified and
compared.

All of this indicates that e-commerce is here to stay for the future and it will only gain popularity
over the years.
And so, understanding consumer behaviour poses as an important factor to help improve the
market strategies by each online player. If there was no consumer, there would be no business,
and in turn no profits. The Internet acts as a new distribution channel which has made online
transactions increase rapidly. With this, a need to understand the consumers’ buying behaviour
online arises. Therefore, multiple marketers and researchers are working hard to understand
what factors are influential in the consumers’ purchasing decisions. Consumer behaviour is
typically defined as the study of how individual customers, groups or organizations select, buy,
use, and dispose of ideas, goods, and services to satisfy their needs and wants. It includes not
only the purchase decisions made but also all the information search done by the consumer and
all the evaluating options.

A marketer is expected to understand the consumer’s behaviour to know what products to be

made available at what place. Human motives and needs are inextricably linked. Consumers in
general are influenced by several characteristics and situations and circumstances during the
process of buying. Physical surroundings, social surroundings, time, task and monetary
conditions are some of the factors that influence consumer’s buying behaviour. Physical features
like observability, location, display of merchandise are some of the factors that influence buying
behaviour when shopping offline.

However, a consumer’s behaviour is hard to predict and it cannot always be explained

completely. In most cases, there are two kinds of factors that have a great influence on the
consumer’s purchase decisions and behaviours: internal and external. Internal factors would
include the motivation, emotions and personality of the consumer. Externally, things like the
culture, gender, social norms, and race of that consumer and also the marketing activities done
by a brand can influence the purchase decision drastically.

It is said that a marketer should work as a psychologist to have a successful consumer-oriented

market from which a solid consumer base can be developed. To achieve this, a detailed study of
the consumers’ behavioural patterns is essential. Until active efforts are not made to understand
consumer behaviour, it is very difficult to establish strengthened relations between the
organizations and the consumer. Only those companies can be successful who adjust their
processes and goals based on their understanding of their consumers.

It has been found that even in the case of Online and Offline purchasing, consumer behaviour
can differ. The influence of factors like brand names, prices, etc can be different in both cases. In
some cases, it has been found that these factors gained more importance in terms of their
influence on consumers in the case of Online purchasing. Also, both light, as well as heavy
online purchasers, focused on different aspects. All these studies showed that motivations as
well as perceptions of online and offline purchasing are not the same.

In most cases, companies segment their markets based on demographic factors such as age,
gender, geographic locations, etc. On the other hand, these demographic factors play a huge role
in their influence on consumer behaviour. Frequent communications among consumers about
their lifestyle, fashion, living habits, etc are seen not only locally but even globally over the
internet.

Of all the demographic factors mentioned above, gender plays a substantial role in how it affects
the consumer’s purchasing behaviour. Even the perception of usage/ consumption of products
can differ from the gender difference. Men and Women tend to have different choices while
making any purchases because of differences in their upbringing, social norms and their effects,
etc.

Gender has some or the other universal characteristics and hence, it is a crucial factor to consider
while understanding consumer behaviour. It is necessary for marketers to understand when and
how it affects consumer behaviour during online purchasing. This can in turn help the marketers
to create better strategies to reach their consumers and hence, improve their sales and profits.
1.1 History of E-Commerce:

To understand the impact of gender on e-commerce related purchasing habits, it is necessary to

understand the basic timeline of how e-commerce came about globally.

1969: CompuServe is founded.

Founded by electrical engineering students Dr John R. Goltz and Jeffrey Wilkins, early
CompuServe technology was built utilizing a dial-up connection.

In the 1980s, CompuServe introduced some of the earliest forms of email and internet
connectivity to the public and dominated the e-commerce landscape through the mid-1990s.

1979: Michael Aldrich invents electronic shopping.

English inventor Michael Aldrich introduced electronic shopping by connecting a modified TV
to a transaction-processing computer via a telephone line.

This made it possible for closed information systems to be opened and shared by outside parties
for secure data transmission and the technology became the foundation for modern e-
commerce.

1982: Boston Computer Exchange launches.

When the Boston Computer Exchange launched, it was the world’s first e-commerce company.

Its primary function was to serve as an online market for people interested in selling their used
computers.

1992: Book Stacks Unlimited launches as the first online book marketplace.
Charles M. Stack introduced Book Stacks Unlimited as an online bookstore. Originally, the
company used the dial-up bulletin board format. However, in 1994 the site switched to the
internet and operated from the Books.com domain.
1994: Netscape Navigator launches as a web browser.
Marc Andreessen and Jim Clark co-created Netscape Navigator as a web browsing tool. During
the 1990s, Netscape Navigator became the primary web browser on the Windows platform,
before the rise of modern giants like Google.

1995: Amazon launch.

Jeff Bezos introduced Amazon primarily as an e-commerce platform for books.

1998: PayPal launches as an e-commerce payment system.

Originally introduced as Confinity by founders Max Levhin, Peter Thiel, Like Nosek and Ken
Howery, PayPal made its appearance on the e-commerce stage as a money transfer tool.

By 2000, it would merge with Elon Musk’s online banking company and begin its rise to fame
and popularity.

1999: Alibaba launches.

Alibaba Online launched as an online marketplace with more than $25 million in funding. By
2001, the company was profitable. It went on to turn into a major B2B, C2C, and B2C platform
that’s widely used today.

2000: Google introduces Google AdWords as an online advertising tool.

Google Adwords was introduced as a way for e-commerce businesses to advertise to people
using Google search.

With the help of short-text ad copy and display URLs, online retailers began using the tool in
a pay-per-click (PPC) context. PPC advertising efforts are separate from search engine
optimization (SEO).

2004: Shopify launches.

After trying to open an online snowboarding equipment shop, Tobias Lütke and Scott Lake
launched Shopify. It’s an e-commerce platform for online stores and point-of-sale systems.
2005: Amazon introduces Amazon Prime membership.
Amazon launched Amazon Prime as a way for customers to get free two-day shipping for a flat
annual fee.

The membership also came to include other perks like discounted one-day shipping and access to
streaming services like Amazon Video and members-only events like “Prime Day.”

This strategic move helped boost customer loyalty and incentivize repeat purchases. Today, free
shipping and speed of delivery are the most common requests from online consumers.

2011: Google Wallet introduced as a digital payment method.

Google Wallet was introduced as a peer-to-peer payment service that enabled individuals to send
and receive money from a mobile device or desktop computer.

By linking the digital wallet to a debit card or bank account, users can pay for products or
services via these devices.

Today, Google Wallet has joined with Android Pay for what is now known as Google Pay.

2011: Facebook rolls out sponsored stories as a form of early advertising.

Facebook’s early advertising opportunities were offered to Business Page owners via sponsored
stories. With these paid campaigns, e-commerce businesses could reach specific audiences and
get in the news feeds of different target audiences.

2014: Apple Pay introduced as a mobile payment method.

As online shoppers began using their mobile devices more frequently, Apple introduced Apple
Pay, which allowed users to pay for products or services with an Apple device.

2017: Shoppable Instagram is introduced.

Instagram Shopping launched with e-commerce partner BigCommerce. Since then, the service
has expanded to additional e-commerce platforms and allows Instagram users to immediately
click an item, and go to that item’s product page for purchase.

2020: COVID-19 Drives Ecommerce Growth.

COVID-19 outbreaks around the globe pushed consumers online to unprecedented levels. By
May of 2020, e-commerce transactions reached $82.5 billion — a 77% increase from 2019. It
would have taken four to six years to reach that number looking at traditional year-over-year
increases.

Consumers have moved online to make purchases normally made in physical stores, such as
food and household items, apparel, and entertainment. Many consumers say they’ll continue to
use online storefronts until a COVID-19 vaccine is available.

There have been substantial developments and changes over the past few decades in the e-
commerce field. People’s perceptions have also been transformed and more and more consumers
are actively adapting to this new way of purchasing and conducting transactions.

In regards to gender and its impact, since the beginning of time, it has been a crucial
differentiator.
Women were always considered gatherers whereas men were hunters. Women would prefer
looking around and gaining more interaction whereas men wanted immediate answers and
results.
With the advancement of time and technology, while there were major changes in how
individuals went about their purchasing, this study is done to identify the impact gender has
on E-Commerce related purchasing habits.
1.2 Impact of gender and e-commerce on consumers:

1.2.1 Personalized experience:

Due to e-commerce, consumer’s expectations have increased from the company. Today,
customers expect the brand to be present online. Customers are expecting a seamless
shopping experience personalized to their needs.

1.2.2. Gender perception:

Most women feel proud when they can get the best products at the best prices. And hence
marketers work on this perception greatly. They place very selective deals such that it creates a
sense of accomplishment for women’s shopping experiences. On the other hand, men buy on
immediate needs rather than waiting for specific best deals. So, in their case, even if the best
deals are offered they may not buy the product if they don’t feel the need for it.

1.2.3. Consumer Consumption Strategy:

The entire process of shopping/purchasing is perceived as a mission by men. They tend to

dislike the entire process but at the same time, they enjoy having new things bought. There is a
big misconception that men don’t like shopping - the subtle difference is important here; men
just don’t like the process. Women on the other hand enjoy the process as well as the new
product bought.
1.3 Origin of the research problem:

Electronic commerce (online shopping) is increasing in popularity nowadays due to the

popularity of computer usage and the prevalence of the internet. E-commerce can produce
numerous benefits for both sellers and consumers. Hence, the study of online consumer
behaviour can generate a better online atmosphere to facilitate greater profit to sellers and a
better online purchasing experience for the consumer. Consumer demographics such as gender
are important factors in determining the behaviour of individuals towards online shopping. This
study finds relationships between gender and online shopping factors and gender differences in
different aspects of online consumer behaviour are concerned and investigated.
1.4 Advantages of E-Commerce:

1.4.1. Top 5 benefits of e-commerce for consumers:

1. Lower prices:
The costs of running an e-commerce store compared to a physical store are lower and hence,
they translate to cost savings for the consumer. It is therefore one of the biggest advantages of
e- commerce. Online prices are typically lower in comparison to traditional store prices, and so
these e-commerce sites can offer a lot more discounts and promotions that are easier to claim by
the consumer.

2. Convenient and safe:

Shopping what you want, when you want and from where you want is far more preferable
than heading out. There’s a massive comfort about shopping from your bedroom, without
having to venture out, wait in lines, battle cold weather, and all the other challenges that go
along with consumerism.

3. Wide product variety:

In the global marketplace that is the internet, consumers can buy electronics from China, books
from England, clothes from Paris, and so much more, all directly from the comfort of home. The
width and depth of products sold online are unmatched.

4. More informed decision-making:

Information is all available at your fingertips when buying online, including:

 Reviews from real customers

 Product descriptions
 Product guides
 Social validation
 Comparison shopping is another one of the top benefits of e-commerce to consumers,
wherein they can easily compare products, brands, and websites with even side-by-side
comparison possible with just a few clicks. Many comparison shopping sites exist
which have the sole purpose of enabling consumers to compare products and websites
side-by- side based on price and discount metrics.

5. Saves time:
In this day and age, time is a rare commodity and so shopping online provides massive time
savings to the consumer. Most customers these days first go online to search about the product/
service they’re looking to buy and then purchase it. So it would make sense for them to purchase
it online itself rather than venturing out. There is no need to head out, shop in-store, wait in line,
and then have the journey back home when you can access a greater product/ service variety
available at a lower price right from the comfort of home.

1.4.2. Top 5 benefits of e-commerce for business:

1. Lower costs:
Going online in most cases eradicates the need for a physical storefront, thus leading to lower
fixed costs for the business. Also, since most e-commerce is automated, fewer numbers of staff
members are required. Marketing an e-commerce store, using Google Adwords and social media
marketing, etc is much more cost-effective than promoting the business offline. These cost
savings then translate to lower prices for the consumer and further, more sales for the business.
This is one of the key benefits of e-commerce for businesses.

2. Customer data:
Selling online gives the retailer a lot of access to a huge amount of customer data that is not
easily accessible through simple brick-and-mortar retailing.

Not only do online consumers typically provide their name, email address, and phone number
and such other details when checking out or registering on a site, but they also provide a massive
variety of consumer behaviour and demographic data, which can be made available through
Google Analytics. This can help online retailers optimize their consumer journey and market
more effectively and accurately.

E-tailers are also able to nurture and retarget consumers precisely, based on their stage in the
journey which is identified. For example, using data insights, an online retailer can email his
potential customers who have abandoned their carts and thus take action on motivating and
reminding them to check out their purchase, and can even use retargeting advertising tactics to
nurture leads that have not yet purchased.

3. Wider customer base:

With e-commerce, global geographical boundaries become inconsequential. You could sell
your products to online shoppers across the country or even on the other side of the globe.
You’re not limited just to the shoppers in your physical location.
The internet also opens up your retail store to different niche audiences that wouldn’t have been
easily accessible. By using multiple online touch points, you can access customers from all
angles by going where they already are, such as social media, forums, and Google search.

4. Open always:
When you sell online, your business is open 24/7/365. Even though your customer support may
be closed for the day, automation ensures that the rest of the sales process is not stopped and the
consumers can buy on any day, at any time.

5. Easier to scale up:

Scaling up or growing a physical store requires a lot more floor space (and the expense that
comes with it), more employees, and more shelf space. On the other hand, it’s very simple to
grow and scale up an online store, which is one of the less obvious benefits of e-commerce for
businesses.

All you need is more inventory, a few digital tweaks here and there, and possibly more storage
space, which is far less costly compared to actual storefront space. Being online also eliminates
the need for opening a new store in another location as you’re already within the reach of a
global marketplace.

1.5 Disadvantages of e-commerce:

1.5.1. Security:
Online portals have a risk of hacks by cybercriminals and hackers. It poses a serious issue as the
account can get hacked because of negligence and wiped out clean of all existing cash or
information. The websites cannot give complete assurance that the financial and personal
information will not be compromised from their portals.
1.5.2. No possibility of tried and tested product:
A customer is unable to try and test the product for his or her satisfaction. Most of us are used
to going to physical stores and purchasing a product after trying it out. Consumers tend to feel a
bit hesitant when buying online as there is a risk of not getting the quality one may be
expecting.

1.5.3. Late Delivery:

This is quite a common disadvantage across e-commerce platforms. The delivery time assured to
the customer at the time of placing the order may not be fulfilled and the customer has to wait
for an additional period for the product. In some cases, the portal may not be specific about the
delivery period and details.

1.5.4. Some products are difficult to buy online:

There is a misconception that all products/services can be purchased online. In the case of high
ticket-value items like jewellery, it is difficult to trust and verify the purchased products as well
as the financials exchanged.

1.5.5. Lack of privacy:

This is a serious disadvantage for e-commerce. A customer has to always provide some personal
details before making purchases - and this can be under threat. Some websites/apps do not have
foolproof encrypted technologies that can protect all these personal details and any leakage of
this information can cause grave problems for the customer.

1.5.6. Huge technological cost:

E-commerce requires advanced platforms and technology to perform better and smoothly.
Software, domain or network issues can cause hindrance for the seamless transactions and thus
it would need to be fixed. This fixing requires technical infrastructure that is quite costly and
would in turn require huge investments.

1.5.7. Shipping problems:

The whole model of e-commerce can work smoothly and successfully only if it can ship the
product from anywhere to anywhere with ease. This would need a strong logistic network. A
stipulated time frame is crucial in making sure that the customer is satisfied. Hence,
shipping needs appropriate and adequate infrastructure. The lack of these systems can create
a chain reaction of serious issues for the business.
 CHAPTER 2
METHODOLOGY
 Methodology

2.1 Statement of the problem:

The statement of the problem for research is “Impact of Gender on E-Commerce

relatedpurchasing habits.”

2.2 Objectives of the research:

 To understand the role of gender in online purchasing habits

 To understand people’s preferred websites/apps to purchase from
 To know which factors in advertisements are most appealing to individuals of
different genders
 To understand the preferred categories of purchases made online by individuals
of different genders.

2.3 Hypothesis:

1. People of different genders make online purchases since it is convenient.

2. Women actively seek out offers and discounts as compared to men.
3. Men prefer humorous and factual advertisements whereas women prefer
colourful advertisements with facts.

2.4 Methodology of data collection:

The methodology of data collection used for this research is as follows:

2.4.1. Pre-field method:

This consists of a collection of primary and secondary data on the topic from different sources.
To get a comprehensive knowledge of the study area, different books from the college library
were referred. The researcher also relied on books, records, journal articles, newspaper articles,
websites etc. some latest online articles from different publications were also referred for
secondary data.

2.4.2. Field method:

Field observation involves qualitative as well as quantitative methods of data collection. Data
were collected by questionnaire method from the age group of above 18. A sample size of 185
was collected. A Simple Random Sampling method was used. Questionnaires, observations and
group discussion methods were used to collect primary data. The research is a descriptive type of
research design.

2.4.3. Post-field method:

The data collected both primary and secondary will be processed, assimilated and analysed with
the help of multiple methods. Statistical tools were used for analysing the data. A suitable
bibliography is prepared to show the references used. As a whole, the research design is
descriptive.

2.5 Scope of the study:

The research has studied the impact of gender on E-commerce related purchasing habits.
Consumers above the age of 18 of different genders were studied. The study intends to give
insights into how a consumer’s purchasing habits are influenced by their gender.

2.6 Limitations:

 An online consumer is influenced by several factors. With this research the main
impact of gender on e-commerce related purchasing habits will be identified because of
which the research will be limited to only a few factors to investigate each in a better
way.
  A consumer is identified by many theories and models. Consumer characteristics and
the impact of their gender on the consumer buying process are the two main factors
where the research will be limited to identifying the particular impact on the purchasing
habits.
 Consumer behaviour differs based on what products and services are purchased.
 The COVID-19 Pandemic made it tough to interact with respondents in person.

2.7 Scope for further research:

Further, this topic can be taken for research on a more specific age group. Also, specific product/
service categories can be chosen as a research topic.
 CHAPTER 3
REVIEW OF
LITERATURE
 Review of Literature

A. (https://www.shopify.com/encyclopedia/what-is-ecommerce)

E-commerce, also known as electronic commerce or internet commerce, refers to the buying and
selling of goods or services using the internet, and the transfer of money and data to execute
these transactions. Ecommerce is often used to refer to the sale of physical products online, but
it can also describe any kind of commercial transaction that is facilitated through the internet.

B. (www.yourarticlelibrary.com/marketing)

Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.

C. (S, 2016)

Laxmi S in her research stated that there are various factors that influence a consumers’ buying
behavior online. Following are the factors:

C.1. Personal characteristics:

Personal factors like age, gender, occupation, income status, education and lifestyle. Different
age groups may respond in a different way to online shopping. In the same way men and women
react in a different way to online shopping. Those who are highly educated may take less time to
decide as they know the difference.

C.2. Psychological characteristics:

Psychological factors like motivation and perception also influence consumers buying behavior.
Motivation makes consumers ask themselves if they should look for better prices, should they
shop online or not etc. perception is also an important factor that lets consumer experience the
website and attractiveness of the websites and then make a buying decision.

C.3. Social characteristics:

Social characteristics are the reference groups or virtual references groups. Family is also one of
the reference groups. Reference groups influence an individual like no other. They may change
one’s lifestyle or may also force others to accept their lifestyle virtually.

C.4. Cultural characteristics:

Different social classes behave differently. Consumers from lower social class may not have the
same preferences as the upper social class. Cultural values are set at an early age so, an
individual tends to behave the way he is taught to since the very beginning and hence accepting
online shopping becomes a bit difficult.

C.5. Others:
- motivation that leads consumers to buy:
 Convenience
 Web design
 24 hours access
 Price visibility
 Internet speed
 Cash on delivery
 Free home delivery
 Quick search
 New designs
 Easy payment
 Availability of detailed information
 Web site security.
D. (Zhou Et Al, 2010)

In his study, he mentioned prior online shopping experience, customer traits, time saving factor
etc are some of the factors affecting online shopping acceptance of people.

E. (Fan & Miao, 2012; Hasan, 2010; Seock & Bailey, 2008)

Gender always plays a significant role in affecting a human’s habit which includes buying
behavior.

F. (Amin P.D. et al (2010))

Amin P.D. et al (2010) combined various researches related to consumer behavior and observed
how gender differences impact on buying and consuming patterns of consumers. They have
drawn many conclusions; the most significant result found that females have more intention to
buy and attitudes online as compared to males. Moreover, it was observed that men feel more
pleasure while shopping in a physical environment and have a strong desire to touch the
product while shopping; also they consider their convenience and focus on efficiency of the
actual product. Finally, in contrast to men it has been observed that women are always involved
psychologically and emotionally in online and offline shopping.

G. (Allen, 2001; Kwak, Fox & Zinkhan, 2002), (Petrtyl, 2012).

Many studies indicated that males purchase and spend more money than females in online
purchasing. The major perception towards online purchasing to most people is cheaper product
and time saving but also risky.

H. (Jeddi et al., 2013; Monsuwe, Dellaert & Ruyter, 2004).

The motivation of online purchasing can refer to people who perceive positively and beneficially
to electronic commerce and thus they have desires to purchase things online. It also can be
referred to one of the steps in the consumer buying decision process which is identifying the
problem (need/desire).
I. (Ashouri, 2015)

Consumer’s attitude towards online shopping is determined by trust and perceived value. Trust
and perceived value are the two main factors that may either motivate or demotivate on to buy
more. According to his findings 28 % of the variations in online shopping were due to trust and
perceived benefits.
CHAPTER 4
FINDINGS
 Findings

Data through the questionnaire was collected from One Hundred and Eighty-Five respondents
(185). There was no specific age group on which this research was based. Also, the data
collected was not based on any specific area. It was open research.

The findings of the research are as follows:

A. Gender

From the above pie chart, it can be seen that a majority of respondents were females
which come to around 112 respondents. Whereas, 39.5% of the respondents that are 73
respondents were males.

B. Occupation
 As can be seen above, 41.6% (77) of the respondents, a majority of the overall
respondents were students. Service professionals made up the second-highest number of
respondents - 39.5 % (73), followed by Home-makers and Retired individuals each at
5.4% (10 each).

Purchasing Habits:

1. What method of shopping do you use?

84.9% (157) out of 185 respondents prefer Both modes of shopping i.e. Online as well as
Offline. However, 9.2% (17) of respondents prefer only Online and 5.9% (11) of respondents
prefer only Offline shopping.

Of the total 112 female respondents specifically, the following information was found:

Here, 97 women (86.6%) preferred Both modes of shopping; whereas 8 women (7.1%) preferred
Online and 7 women (6.3%) preferred Offline shopping.
In the case of the 73 Male respondents, the following information was found:

Here, 60 Men (82.2%) preferred Both modes of shopping. However, 9 Men (12.3%) preferred
Online and 4 Men (5.5%) preferred the Offline mode of shopping.

2. On a scale of 1-5, how comfortable are you with making online purchases?
The graph above indicates that 84 of the total respondents (45.4%) are comfortable with online
shopping. 44 respondents (23.8%) are most comfortable while 3 respondents (1.6%) are the least
comfortable.

Of the total 112 female respondents specifically, the following information was found:
Here, 49 women (44%) are comfortable with online shopping. 26 women (23%) are Most
Comfortable with online purchases. However, 3 women were Least Comfortable with Online
Purchasing.

In the case of the 73 Male respondents, the following information was found:

Here, 35 men (48%) were Comfortable with online purchasing while 18 men (25%) were Most
Comfortable. 3 men (4%) were Not Comfortable with Online purchasing.

3. How often do you make online purchases?

As seen from the chart above, 49.2 % of the respondents i.e. 91 respondents make online
purchases Monthly. These are followed by Weekly purchasers which constitute 18.4% (34) of
the respondents. Only 3 respondents (1.6%) Never make online purchases.

Of the total 112 female respondents specifically, the following information was found:
46.4% of the female respondents i.e. 52 women make Monthly online purchases. This was
followed by Quarterly purchasing by 18.8% women i.e. 21 women. 2.7% i.e. 3 women Never
make online purchases and 1.8% i.e. 2 women make Daily online purchases.

In the case of the 73 Male respondents, the following information was found:

53.4% of the male respondents i.e. 39 men make Monthly online purchases. This was followed
by Weekly purchasing by 20.5% men i.e. 15 men. 2.7% i.e. 2 men make Daily online purchases
and 9.6% i.e. 7 men make online purchases Once in 6 months.

4. What products/services do you usually purchase online?

Meals orders constituted maximum to product/services purchased online usually at 72.4%.
Apparels were the next most purchased items at 61.1%. These were followed by Electronics and
OTT platforms purchases.

Of the total 112 female respondents specifically, the following information was found:

Apparels, Cosmetics/Skincare, Groceries, Meals Orders and OTT platforms were the most
selected amongst all given options.

In the case of the 73 Male respondents, the following information was found:

Apparels, Meals Orders, Electronics, Cosmetics/Skincare and OTT platforms were the most
selected amongst all given options.
5. Which of the following websites/apps do you use most?

Amongst all options given, Amazon was the most popular - 89.7% of respondents use it
frequently. Along with that, Amazon Prime was also highly selected. Netflix and Zomato were
also high contenders each at 60% and 58.4% of respondents selecting them.

Of the total 112 female respondents specifically, the following information was found:

Amazon, Myntra, Nykaa, Netflix and Zomato were highly selected by most female respondents.
These were followed by Bigbasket, Swiggy, Flipkart, etc.

In the case of the 73 Male respondents, the following information was found:
Amazon, Flipkart, Amazon Prime, Zomato, and Netflix were the most selected. These were
followed by Disney+Hotstar, Bigbasket, etc.

6. Which among the following factors motivates you to shop online?

Convenience was the biggest reason for people choosing to purchase online - 87.6% of
respondents selected it. Offers and Variety were the contenders which followed - at 63.2% and
50.3% respectively.

Of the total 112 female respondents specifically, the following information was found:

Convenience, Offers and Variety were the biggest reasons for women for choosing online
purchasing.

In the case of the 73 Male respondents, the following information was found:

Convenience, Delivery Options, Offers were the biggest reasons for men for choosing online
purchasing.
7. Choose the most appropriate option. (Likert Scale)

i. I like to scroll through apps for leisure: Here, 75 people agreed whereas 20
people StronglyAgree. 4 people Strongly Disagree with this statement.

ii. I regularly add things to my wishlist: 56 people Agree with this statement.
50 respondentswere Neutral and 46 respondents Disagree.

iii. I like choosing colourful alternatives of the same product: 58 respondents were Neutral
aboutthis statement, whereas 52 respondents Agree. 9 respondents Strongly Disagree with
this statement.

iv. Celebrity/ Influencers have an impact on my purchase decisions: 64 people Disagree with
thisstatement while 38 respondents Strongly Disagree. 8 respondents Strongly Agree with this
statement.
Of the total 112 female respondents specifically, the following information was found:

i. I like to scroll through apps for leisure:

Here, it can be seen that 44.6% (50) of the total women respondents Agree with this statement
and 0.9% Strongly Disagree.

ii. I regularly add things to my wishlist:

In this case, 34.8% of the total women respondents i.e. 39 women agree with this statement.
12.5% i.e. 14 women Strongly Agree while 5.4% i.e. 6 women Strongly Disagree.

iii. I like choosing colourful alternatives of the same product:

In this case, it can be seen that 37 women - 33% of the total women respondents are Neutral
about this statement. Whereas 21.4% - 24 women Disagree with the statement.

iv. Celebrity/ Influencers have an impact on my purchase decisions:

Here, 5 women (4.5%) Strongly Agree with this statement. On the other hand, 21
women (18.8%) Strongly Disagree with this statement and 39 women (34.8%) Disagree
with this statement.

In the case of the 73 Male respondents, the following information was found:

i. I like to scroll through apps for leisure:

Here, it can be seen that 34.2% (25) of the total male respondents Agree with this statement
while 4.1% (3) Strongly Disagree.

ii. I regularly add things to my wishlist:

In this case, 30.1% of the total male respondents - 22 men Disagree with this statement. 5.5% - 4
men Strongly Agree while 12.3% - 9 men Strongly Disagree with the statement.

iii. I like choosing colourful alternatives of the same product:

In this case, it can be seen that 31.5% of the total male respondents i.e. 23 men Disagree with
this statement. Whereas 24.7% - 18 men Agree with the statement.

iv. Celebrity/ Influencers have an impact on my purchase decisions:

Here, 17 Men i.e. 23.3% Strongly Disagree with this statement while 3 men i.e. 4.1% Strongly
Agree. 34.2% i.e. 25 Men Disagree with the statement.

8. Do you have your own accounts on most e-commerce apps/websites?

In the figure above, it can be seen that 57.8% of the total respondents (107 respondents) have
their own accounts on most e-commerce apps/websites. 37.8% (70 respondents) share some of
their accounts while 4.3% (8 respondents) share all their accounts with friends/ relatives.

Of the total 112 female respondents specifically, the following information was found:

Here, 51.8% of the total women respondents - 58 women have their own accounts on the
apps/websites. 42% - 47 women share some accounts and 6.3% - 7 women share all
their accounts with friends/ relatives.

In the case of the 73 Male respondents, the following information was found:
In this case, 67.1% of the total male respondents - 49 men have their own accounts on most
apps/websites. However, 31.5% - 23 men share some accounts and 1 man shares all his accounts
with friends/ relatives.

9. Which mode of payment do you prefer most?

Here, 47% of the total respondents i.e. 87 people prefer Debit Cards/ Credit Cards as modes of
payment. 45 respondents i.e. 24.3% prefer Cash on Delivery while 41 respondents - 22.2% prefer
Google Pay/ Paytm/ etc. Only 12 people (6.5%) prefer Netbanking.

Of the total 112 female respondents specifically, the following information was found:

In the above figure, it can be seen that 43.8% of the total women respondents - 49 women prefer
Debit Cards/ Credit Cards as modes of payment. However, 26.8% - 30 women prefer Cash on
Delivery while 21.4% - 24 women prefer Google Pay/ Paytm etc. Only 8% - 9 women prefer
Netbanking.

In the case of the 73 Male respondents, the following information was found:
Here, 52.1% of the total male respondents i.e. 38 men prefer Debit Cards/ Credit cards.
Google Pay/ Paytm etc are the second most preferred mode of payment - 23.3% i.e. 17 men
selected it. However, only 4.1% - 3 men prefer Netbanking for payments.

10. Do you make active efforts to get the best offer for the same
product across differentapps/websites?
Here, it was found that 46.5% of the total respondents make active efforts for best offers only
Sometimes. 42.7% make active efforts regularly while 10.8% don’t make efforts to get the best
offers for the same product.

Of the total 112 female respondents specifically, the following information was found:
In this case, 50% of women agreed that they make active efforts for best offers Sometimes.
However, 36.6% of the total female respondents i.e. 41 women make active efforts regularly and
13.4% - 15 women don’t make active efforts for best offers for the same product.

In the case of the 73 Male respondents, the following information was found:

In this case, 52.1% of men agreed that they make active efforts for best offers Regularly.
However, 41.1% of the total male respondents i.e. 30 men make active efforts Sometimes and
6.8% - 5 men don’t make active efforts for best offers for the same product.

11. Do you come across advertisements about various e-commerce apps often?
It can be seen that 69.2% of the total respondents - 128 people come across advertisements
about e-commerce apps often. 23.8% - 44 people were unsure while 7% - 13 respondents do not
come across advertisements often.

Of the total 112 female respondents specifically, the following information was found:
72.3% of the total women respondents - 81 women do come across advertisements about e-
commerce apps often. 19.6% - 22 women were unsure and 8% - 9 women did not come across
these advertisements.

In the case of the 73 Male respondents, the following information was found:

64.4% of the total male respondents - 47 men do come across advertisements about e-commerce
apps often. 30.1% - 22 men were unsure and 5.5% - 4 men did not come across these
advertisements.

12. If yes, what attracts you the most towards the advertisement(s)?
The main product/ service being advertised is the most attractive feature of the advertisements
according to 148 respondents. Humour and colours are also very attractive to the respondents.
Texts/ Fonts, as well as Offers, make up a small percentage in terms of attractiveness. For some
people, these advertisements are not attractive at all.

Of the total 112 female respondents specifically, the following information was found:

Here, Colours, Product/ Service advertised, Humour, Celebrities/ Influencers were the most
common attractive features for the female respondents. Jingles, Offers and Texts/ Fonts were
less popular comparatively.

In the case of the 73 Male respondents, the following information was found:

Product/ Service being advertised, Colours, Celebrities/ Influencers and Humour were the most
common features that were attractive amongst the male respondents. These were followed by
things like Offers and Jingles, etc.
13. Do you prefer a one-stop app where you can get all kinds of products
(e.g. Amazon, etc.)or product-specific apps (eg H&M, etc.)?

Here, 36.8% of the total respondents i.e. 68 respondents prefer one-stop apps whereas 10.8% - 20
respondents prefer Product-Specific apps. However, 52.4% i.e. 97 respondents prefer both kinds
of apps.

Of the total 112 female respondents specifically, the following information was found:
As seen above, 33% of the total female respondents - 37 women prefer One-Stop apps while
13.4% - 15 women prefer Product - Specific apps. However, 53.6% - 60 women prefer both
kinds of apps.

In the case of the 73 Male respondents, the following information was found:
In this case, 42.5% of the total male respondents - 31 men prefer one-stop apps while only 6.8%
- 5 men prefer Product-Specific apps. However, 50.7% - 37 men prefer both kinds of apps.

14. Which of the following causes you discomfort while making

online purchases?
The chances of getting lower quality products are one of the biggest causes of discomfort among
the respondents. Lack of touch and feel and even Security Concerns make the respondents
skeptical while making online purchases. These are followed by Delayed Delivery concerns for
the respondents. However, 13 respondents (7%) do not feel any discomfort while making online
purchases.

Of the total 112 female respondents specifically, the following information was found:

Lack of touch and feel, Chances of getting lower quality and Security concerns were among the
highest causes of discomfort among the female respondents. These were followed by concerns of
Delayed Delivery and No Direct contact with retailers. 5 women did not feel any discomfort
while making online purchases.

In the case of the 73 Male respondents, the following information was found:

Here, Lack of touch and feel, No Direct Contact with the Retailer, Chance of getting lower
quality were the major causes of discomfort among men. These were followed by Security
Concerns and Delayed Deliveries as causes of discomfort while making online purchases. 7 men
did not feel any discomfort while making online purchases.
 CHAPTER 5
CONCLUSION AND
SUGGESTIONS
 Conclusion and Suggestions

5.1 Conclusions:

The research on “study of the impact of gender on E-Commerce related purchases” throws light
on different buying behaviours shown by individuals of different genders. It sheds light on how a
consumer behaves and what motivates them to make the purchases.

The conclusion drawn from the research is as follows:

 In the case of this set of respondents, the majority were Female (112) while there were
73 Males.
 84.9% of the respondents preferred Both modes of shopping - Online as well as
Offline. Despite gender differences, here, Both modes were more preferred as
compared to a specific singular mode of purchasing.
 However, of the 112 women, 8 women preferred only Online while 7 preferred only
Offline. Of the 73 women, 9 Men preferred only Online while only 4 men preferred
only Offline.
 Hence, it can be seen that the preference for offline is slightly higher in women
as compared to men.
 With regards to comfort with Online Purchasing, all 73 Men felt some degree of
comfort, with 18 Men most comfortable and 35 Men comfortable with making such
purchases.
 On the other hand, among the 112 women, 3 women were Not Comfortable/ Least
Comfortable with Online Purchasing. However, 26 women were Most
Comfortable.
 Thus, it can be seen that in the case of women, adaptability and comfort with Online
Purchasing is not seen in every case contrary to Men where at least some comfort
has been established.
 Monthly purchases were the most preferred frequency of purchasing Online among
both Men as well as Women. However, more Men prefer Weekly purchasing while
more Women prefer Quarterly purchasing.
 3 Women never make online purchases while No Men chose this option. Thus
indicating higher levels of comfort with Online Purchasing as compared to these
Women respondents.
 In the case of most purchased items, for women, apparels, cosmetics/skincare and
groceries were the highest contenders; whereas for men, apparels, meals orders and
electronics were high contenders. Thus, preference and focus for these items based
on genders can be observed here.
 For the majority of both men as well as women, Amazon was the most preferred app for
making Online Purchases. However, women also preferred Myntra, Nykaa and Bigbasket
along with Netflix more as compared to Men. For the men, Flipkart, Zomato and
Amazon Prime along with Netflix were more preferred. These websites/apps help to
conclude an extension of the previous finding, where there was a specific set of
products/services that were preferred by both genders.
 In terms of motivating factors for making online purchases, for women, along with
convenience, even Offers and Variety played an important role. On the flip side, for
Men, apart from Convenience, Delivery Options helped more along with Offers. Hence,
it can be seen that women prefer having multiple options available while Men prefer the
overall convenience more.
 More women enjoy scrolling through apps as compared to men, which extends to
them regularly adding things to their wishlist, while most men do not do that.
 Men and Women vary in their preferences for choosing colourful alternatives for
the same products. A lot of women are neutral about this statement while most men
disagreed.
 Both Men and Women do not get easily influenced by Celebrities/ Influencers in terms
of their decisions to make online purchases.
 More women share their accounts on these websites/apps as compared to Men. Most of
the male respondents had their own accounts.
 As compared to men, women prefer Cash on Delivery more than cashless payment
options like Google Pay/ Paytm, etc. For both genders, Debit Cards/ Credit Cards are
the most preferred modes of payment.
 More women make regular active efforts to get the best offers as compared to men.
  In advertisements, both genders are attracted mainly by the Product/ Service being
advertised. However, in the case of women, colours, humour and celebrities/ influencers
were more attractive for them as compared to other features. On the other hand, for
Men, colours, celebrities/ influencers and offers were more attractive.
 Men prefer One-Stop apps like Amazon to get most of their purchases done, while
more women prefer Product-Specific apps like H&M, etc.
 For women, the major reasons for discomfort were Lack of Touch and Feel and Lower
Quality chances. Whereas for Men, along with lack of touch and feel, Security Concerns
and Late Deliveries were more popular reasons for Discomfort.

5.2 Suggestions

Based on the data collected from the respondents as well as various interviews taken, following
suggestions can be given.

1. Frequency of online purchasing is dependent on comfort and availability of

information for the customers. Hence, to improve people’s frequency of online
purchasing, online retailers must have proper provisions to help provide all necessary
and accurate information to the customer.
2. Ease of Navigation: Individuals belonging to the higher age groups do not always find
these apps/ websites easy to navigate. Some options must be provided so as to assist
them in the difficulties they face.
3. Delay in Delivery: Online Retailers must take required steps to ensure smooth
functioning of the logistics such that these delays are avoided as far as
possible.
4. Awareness can be spread about the benefits of cashless payment options like Google
Pay/ Paytm etc such that individuals can make an informed decision for the same. Many
women face discomfort while trusting these apps and hence, disseminating accurate
information is crucial.
5. Advertisements can be made inclusive such that individuals of all genders are attracted to
the different aspects that make up the advertisement, thus boosting interest in purchasing
the product/service being advertised.
6. Transparency in terms of costs and processes will help increase confidence
among individuals for making these purchases.
7. Interfaces to avail best offers can be created such that men and women can find the
best deals for their requirements.
8. There are no specific laws for online purchases; they can be implemented to avoid
anonymous intruders. This can help in maintaining security and private
information.
9. Easier Return Policies: Some of the individuals in the respondents have faced
difficulties in return policies multiple times. In order to avoid such disgruntled
customers, online retailers must work to have seamless and straightforward return
policies.
10. Online marketers should use advanced, innovative and attractive sale promotion
activities in order to maintain their existing customers and attract other potential e-
buyers.
11. Durability of products sold online should not be compromised. Individuals prefer strong,
long lasting products and hence, online retailers must ensure high quality services.
12. In order to boost up the confidence of their customers, online vendors should try to
introduce effective marketing mix strategies like money back guarantee, after sales
services, easy replacement of defective and damaged products, customer complaint
centers and so on.
BIBLIOGRAPHY
 BIBLIOGRAPHY

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ping

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APPENDIX
 APPENDIX

QUESTIONNAIRE

A study on Impact of Gender on E-Commerce related purchasing behaviour.

*Required

Section 1: Demographic Details

A. Name*:
B. Age*:
C. Gender*:
 Female
 Male
 Other
 Prefer Not To Say

D. Occupation*:
 Student
 Business-Owner
 Home-Maker
 Service
 Retired
 Other

Section 2: Purchasing Habits

1. What method of shopping do you use?*

 Online
 Offline
 Both

2. On a scale of 1-5, how comfortable are you with making online purchases?
* O1 O2 O3 O4 O5
3. How often do you make online purchases? * (can choose any one)
 Daily
 Weekly
 Monthly
 Quarterly
 Once in 6 months
 Never

4. What products/services do you usually purchase online? * (can choose multiple)

 Groceries
 Apparels
 Cosmetics/ Skincare
 Electronics
 Meals Orders
 OTT Platforms
 None
 Other

5. Which of the following websites/apps do you use most? * (can choose multiple)
 Amazon
 Flipkart
 Myntra
 Nykaa
 Zomato
 Swiggy
 Netflix
 Amazon Prime
 Disney+ Hotstar
 Bigbasket
 Grofers
 Other

6. Which among the following factors motivates you to shop online? * (can
choose multiple)
 Offers
 Convenience
 Variety
 Delivery Options
 Other
7. Choose the most appropriate option: (Likert Scale)
 I like to scroll through apps for leisure.
OStrongly Agree OAgree ONeutral ODisagree OStrongly Disagree

 I regularly add things to my wishlist.

OStrongly Agree OAgree ONeutral ODisagree OStrongly Disagree

 I like choosing colourful alternatives of the same product.

OStrongly Agree OAgree ONeutral ODisagree OStrongly
Disagree

 Celebrity/ Influencers have an impact on my purchase decisions.

OStrongly Agree OAgree ONeutral ODisagree OStrongly
Disagree

8. Do you have your own accounts on most e-commerce apps/websites? * (can choose
any one)
 Yes, all accounts are in my name.
 No, I share some accounts with friends/relatives.
 No, I share all accounts with friends/relatives.

9. Which mode of payment do you prefer most? * (can choose any one)
 COD
 Debit Card/ Credit Card
 Google Pay/ Paytm/ etc.
 Netbanking

10. Do you make active efforts to get the best offer for the same product across
different apps/websites? * (can choose any one)
 Yes
 No
 Maybe

11. Do you come across advertisements about various e-commerce apps often? *
 Yes
 No
 Maybe

12. If yes, what attracts you the most towards the advertisement(s)? * (Choose any 3)
 Colours
  Celebrities/ Influencers
 Jingles
 Product/ Service advertised
 Text/ Fonts
 Humour
 Other

13. Do you prefer a one-stop app where you can get all kinds of products (e.g. Amazon,
etc.) or product-specific apps (e.g. H&M, etc.)? * (can choose any one)
 One-Stop apps
 Product-Specific apps
 Both

14. Which of the following causes you discomfort while making online purchases? *
(can choose multiple)
 Lack of touch and feel
 No direct contact with the retailer
 Chance of getting lower quality
 Delayed deliveries
 Security Concerns