Yashwantrao Chavan Maharashtra Open University Nashik

School of Commerce & Management

Yashwantrao Chavan Maharashtra Open University MBA – General (P79)
Dnyangangotri, Near Gangapur Dam, Nashik 422222
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P.R.No.

1. Name of the Student: SUMITA DIGAMBAR PATIL

2. Contact No.: 7499520927
3. Email id: sumitapatil1010@gmail.com
4. Study centre Name & Code: A. R. B. GARUD COLLEGE, SHENDURNI
5. Study centre Code: 53221
6. Title of the Project: A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING
7. Name of the Supervisor: PROF. DR. SUJATA PATIL MADAM
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Yashwantrao Chavan Maharashtra Open University Nashik
School of Commerce & Management
Yashwantrao Chavan Maharashtra Open University MBA – General
Dnyangangotri, Near Gangapur Dam, Nashik 422222
_________________________________________________________________________________________
IMP: TAKE BACK-TO-BACK PRINT OF PROFORMA FOR APPROVAL OF PROJECT PROPOSAL [P79 PRJ]
(USE CAPITAL LETTERS ONLY)

. 2 0 2 1 0 1 7 0 0 0 2 8 3 5 6 7
P.R.No.

1) Name and Address of the Student: SUMITA DIGAMBAR PATIL

DESHPANDE LANE, SHENDURNI, TAL-JAMNER, DIST- JALGAON

2)Pin code: 424204 Contact No.: 7499520927

Email id: sumitapatil1010@gmail.com

(3) Subject Area: Marketing Management

(4) Name and Address of the Supervisor: PROF. DR. SUJATA PATIL MADAM

Email: patilsujatac1@gmail.com Contact No.: 9763946971

(5) Is the Supervisor an Academic Yes: _____________________ No: ______________________________________ Counsellor of
the Management
Programme of YCMOU
(6) If Yes, Name of Study Centre and the courses / he / she is counselling for and since when: ____________________

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Signature of Student Signature of Supervisor

Date: / /20 Date: / /20
_____________ Please do not forget to enclose the synopsis of the project and the Bio-data of the Supervisor. ____________

Title: A study on customer satisfaction towards online shopping

Introduction, Importance and Significance of the Study:

The industry should focus on the factors that affect the buying behaviour of Indian
customers. Although many studies have shown that customer characteristics are important
when it comes to online shopping, but majority of those researches are performed outside
India. To fill this gap, the following research is proposed to examine how different customer
characteristics affect customer purchase intentions while shopping online in India. Today,
internet acts as a channel through which millions of people communicate, perform research,
find entertainment and most recently buy and sell products and services. In fact, online
shopping is one of the most popular activities that take place on internet. Here are some
statistics to validate the above statement. The findings of the study indicate that customer
online purchase intentions are significantly related to their gender, education, age, and
technological familiarity. Consumer buying behaviour is also affected by product type,
purchase frequency and expensiveness. Their purchase decisions are also found to be related
with the online retailer’s services like return, refund and delivery services.
The constructive idea of the benefits of online shopping in the retail business will be
provided by this research paper. In addition, the detail explanation of the strategies of
customers’ satisfaction will be also provided by this research paper. In this research paper,
it will be also explained that the impact of online shopping on improvising the satisfaction
of the customers in the retail organization. The assistance will be provided by this research
paper for the future studies.
 Rationale:
I have conducted this research paper as per the topic of the impact of online shopping on the
improvement of the satisfaction level of customers in the retail company. This research topic
has been formulated by me and with the help of my mentor. After formulating the aim of
the research, the objectives of the research have been constructed by me. I also have created
the questions of the research as per the objectives. The unstructured data of this research
paper is the impact of digital technology on the business. After that by the help of my peers,
I have changed the unstructured data into the semi-structured topic which is the impact of
online shopping in the retail business. However, this semi-structured topic of the research is
not able to maintain authenticity as well as the relevancy of the research paper. Therefore, I
have changed this semi-structured topic into the structured topic with the help of my mentor
and the structured topic is the impact of online shopping on the improvement of customer
satisfaction in the retail companies. This structured topic of research helps me for making
effective as well as the concrete conclusion of the research paper based on the research topic.

Objectives:
➢ To identify the behaviour of consumer over online purchase preference.
➢ To identify the parameters that motivates the consumers to buy online instead of retail
stores and super markets
➢ To study the impact of demographic characteristics of consumers on their online
purchase pattern.
➢ To identify the impact of online shopping on the business of the organization.
➢ To determine the customers’ satisfaction towards the products as well as services of the
companies.
➢ To identify the impact of online shopping on the improvement of customers' satisfaction
in retail companies.
 Hypothesis:
➢ There is no significant relationship between gender and level of satisfaction towards
online purchasing.
➢ There is no significant relationship between age and level of satisfaction towards online
purchasing.
➢ There is no significant relationship between educational qualification and level of
satisfaction towards online purchasing.

Research Methodology:
Research methodology details the various layers of methods and techniques, which helps in
accomplishing the key objectives of a research. Research methodology is detailed by
research onion conceptualized by Saunders al., (2009) which involves layers such as
research philosophy, approach. Strategy, choices, time horizons, technologies and
procedures. The chapter research methodology is highly significant because it details the
means through which samples will be collected and analysed in order to achieve results that
fulfils the research objectives. For conducting an appropriately structures and successful
research, it is crucial that the researcher decide on the best methodology for the research.
This chapter details the research methodology followed for this research starting from
research philosophy and ending with detailed time horizon of the research.

Expected Contribution:
This research identifies the influencing factors of online purchases and measured the level
of satisfaction towards the online shopping. The study reveals that, the majority of the
respondents are satisfied with their online shopping. Creating awareness about the online
shopping in rural area will improve the overall growth of online shopping. The current
technological development with respect to the internet has given rise to a new marketing
system. On the basis of the present study, it concluded that online customers are satisfied.
 This research clearly indicates that online marketer should give more importance on price
factor and after sales service. In this competitive era all the online marketers should have to
focus on the customer’s satisfaction to retain the existing customers and have to offer new
attractive schemes day by day to attract new customers. This study helps to understand that
customer satisfaction is one of the essential things for any organization because it helps the
organization to enhance their positive reputation in the market as well as it helps the
organization to enable more financial benefit in the organizational context. From the
following’s sections, it can be concluded that customer satisfaction basically refers to the
customer's happiness means if a customer is happy with the product and the service quality
then the customer shows positive views towards the company which is very important for
any organization to grow their business opportunity in the market. From the study, customer
satisfaction is the customer’s fulfilment response means when a customer happy with the
service and the product quality then the customer shows their loyalty towards the company
and used to buy the products from that company again which enable more financial benefit
in the organizational context.

Chapterization:
Chapter 1: Introduction
Chapter 2: Literature review
Chapter 3: Research Methodology
Chapter 4: Data Analysis
Chapter 5: Conclusion, recommendation and Self-Assessment

Bibliography:
Reference
➢ Kanwal Gurleen: Consumers Perception towards Online Shopping-The case of Punjab,
International journal of management & Information technology, May 2012.
➢ Ashish Pant, an Online Shopping changes the Traditional Path of Consumer Purchasing,
International journal of Business and Management Invention, March 2014.
➢ Chin ting S, The Effect of Internet Marketing on Organisational Commitment, 2010.
Websites
➢ www.google.com
➢ www.wikipedia.com
Appendix