APROJECTREPORT

On

PERCEPTI
ONOFYOUTHS’
TOWARDSONLI
NESHOPPI
NG
Submi
tt
edf
orpar
ti
alf
ulf
il
lmentoft
he
Requi
rement
sfort
heAwar
doft
heDegr
eeof
Bachel
orofCommer
ce

SUBMI
TTEDBY
Ut
tamr
ajDal
ai
Rol
lNo:
S08717COM003
Regi
str
ati
onNo:
23169/
17

UNDERTHESUPERVI
SIONOF
Mr
.Mal
ayaRanj
anRana
Depar
tmentofCommer
ce,

PANCHAYATSAMI
TIDEGREECOLLEGE,
DEOGAON,
SAMBALPURUNI
VERSI
TY,
ODI
SHA

SESSI
ON2019-
20
 CANDI
DATE’
SDECLARATI
ON

IUt
tamr
ajDal
aiast
udentofB.
COM (
Semest
er-
VI)i
nPanchay
atSami
tiDegr
eeCol
l
ege,
Deogaon,Sambal
pur
,Odi
sha,dur
ing t
hesessi
on 2019-
20,her
ebydecl
aret
hatt
he
pr
ojectr
epor
tent
it
led“
PERCEPTI
ON OFYOUTHS’TOWARDSONLI
NESHOPPI
NG”i
s
submi
tt
edf
orpar
ti
alf
ulf
il
mentoft
her
equi
rement
sfort
heawar
doft
hedegr
eeof
Bachel
orofCommer
ce,i
s myor
igi
nalwor
k and anyot
her
’si
deas,cont
ent
s and
mat
eri
alsusedi
nthest
udyhav
ebeendul
yci
tedandacknowl
edged.Thi
spr
ojectr
epor
t
hasnotbeenpubl
i
shedorsubmi
tt
edt
oanyot
heruni
ver
sit
y/I
nst
it
utef
orawar
dofany
ot
herdegr
ee.

Dat
e: Nameoft
hest
udent
:Ut
tamr
ajDal
ai
Pl
ace:
DEOGAON Ex
ami
nat
ionRol
lNo.
:S08717COM003
Regi
str
ati
onNo:23169/
17
 SUPERVI
SOR’
SCERTI
FICATE

Thi
sist
ocer
ti
fyt
hatt
her
epor
tent
it
led“
PERCEPTI
ONOFYOUTHS’TOWARDSONLI
NE
SHOPPI
NG”hasbeenpr
epar
edbyUt
tamr
ajDal
aiundermygui
danceandsuper
visi
on
f
orpar
ti
alf
ulf
il
lmentoft
her
equi
rement
sfort
heawar
doft
hedegr
eeofBachel
orof
Commer
ce.

Mr
.Mal
ayaRanj
anRana
Depar
tmentofCommer
ce
 ACKNOWLEGEMENT

Whi
l
econduct
ingt
hisr
epor
t,Igotsuppor
tinmanyway
sfr
om manypeopl
e.Fi
rstIam
deepl
ygr
atef
ult
omypr
ojectgui
de,
Mr.Mal
ayaRanj
anRana,
Depar
tmentofcommer
ce
whohel
pedmewi
thf
ulldev
oti
onandal
way
ssuppor
tmeear
nest
lywhenev
eri
twas
needed,wi
thouthi
sgui
dance,ment
alandmor
alsuppor
tandacademi
cinput
sthi
s
r
epor
twasnotpossi
ble.

Thi
srepor
tcoul
dnev
erhav
eseent
hel
i
ghtoft
hedaywi
thouthi
sco-
oper
ati
onoft
hose
cl
i
ent
swhopar
ti
ci
pat
edi
nthi
s.Iam t
hankf
ult
oal
loft
hem f
orgi
vi
ngmet
hei
rval
uabl
e
t
ime.

Myf
ri
endshav
ebeenbi
ggestsuppor
tformeatev
eryj
unct
ureofl
i
fe.Theymani
fest
ed
t
hei
rgr
eati
nter
esti
nmyr
esear
chwor
kal
soandal
way
str
iedt
omaket
hingseasyf
or
me.

A wor
d of gr
ati
tude goes t
o my f
ami
l
y member
s whose l
ove,af
fect
ion and
under
standi
nghav
eenabl
edmet
ocompl
etet
hisendeav
ourwi
thease.

Att
heend,
Ithankt
ogodgi
vi
ngmecour
ageandst
rengt
htoconductt
hispr
ojectr
epor
t.
 CHAPTER-
1
I
NTRODUCTI
ONANDLI
TERATUREREVI
EW
1.
1Pr
elude:

Now aday
s’duet
oincr
easei
nthepopul
ati
on,mor
eandmor
epeopl
ear
egr
avi
tat
ing
t
owar
dst
heuseofi
nter
netast
heav
ail
abi
l
ityofi
nfor
mat
ion,
accessi
bil
i
tyoft
echnol
ogy
andt
heabi
l
ityt
oint
eractt
hrought
hei
nter
netev
olv
eandi
ncr
ease.I
nter
nethel
psusi
n
gat
her
ingi
nfor
mat
ion,pur
chasi
ngapr
oductorr
ender
ingaser
vice.Theseadv
ancesi
n
t
echnol
ogyenabl
etheshoppi
ngexpansi
onopt
ionsbey
ondt
het
radi
ti
onalmet
hodsof
shoppi
ngwhi
chwasmor
eti
meconsumi
ng.Todaygat
her
ingi
nfor
mat
ionwi
thof
fl
ine
shoppi
ngmet
hodsi
sal
l
evi
ated,cust
omer
scanav
ailanyi
nfor
mat
ionaboutapr
oduct
usi
ngoft
heI
nter
netwhi
chal
sohel
pst
hem t
ouset
hei
rti
meef
fi
cient
ly.I
nst
eadof
phy
sical
l
yvi
sit
ingdi
ff
erentst
orest
ocompar
epr
icesorr
elyonpamphl
etsofnewspaper
,
acust
omercanabl
etosear
chandr
etr
iev
eneededi
nfor
mat
iont
hrought
hehel
pof
I
nter
net
.

Duet
othedev
elopmenti
nthef
iel
dofi
nter
net
,consumer
sar
emov
ingoutf
rom t
he
t
radi
ti
onalmet
hodofshoppi
ng.Aconsumerdoesnotneedt
owai
tfort
heopeni
ngt
ime
ofaspeci
fi
clocat
ion.Hecanbecomeact
iveatanyt
imeandpl
aceandpur
chase
pr
oduct
sandser
vicesaccor
dingt
ohi
sneed.Thei
ncr
easi
ngnumberofi
nter
netuser
s
l
eadst
oincr
easeonl
i
neshoppi
ng.

Si
ncei
nter
nethasbecomeanewmedi
um f
ort
hedemandssetbyt
heconsumer
s,t
he
i
mpor
tanceofanal
yzi
ngandi
dent
if
yingf
act
orst
hati
nfl
uencet
heconsumer
’sdeci
sion
ofbuy
ingoni
nter
neti
scr
uci
al.I
nter
nethasr
api
dlyev
olv
edi
ntogl
obalphenomenonby
changi
ngt
hewayconsumer
sshopandbuygoodsandser
vices.Wi
tht
heai
m ofcut
ti
ng
mar
ket
ingcost
sandbyr
educi
ngt
hepr
iceofpr
oduct
sandser
vicest
ost
ayaheadi
n
compet
it
ive mar
ket
s,many compani
es hav
e st
art
ed usi
ng of i
nter
net ser
vice.
Consumer
sal
sousei
nter
nett
ocompar
epr
ices,
feat
uresandaf
tersal
eser
vicef
aci
l
iti
es
ofapr
oductr
athert
hanbuy
ingt
hat
.

Per
sonal
i
ties ofconsumer
s al
so i
nfl
uence t
hei
rper
cept
ion and buy
ing behav
ior
.
Per
sonal
i
tiesofconsumer
sar
efur
therdi
vi
ded i
ntot
wo cat
egor
iesi
.e.Ut
il
it
ari
an
consumer
sandHedoni
cconsumer
.Ut
il
it
ari
anconsumer
shav
egoal
-or
ient
edshoppi
ng
behav
ioront
heot
herhandhedoni
stconsumer
shav
eexper
iment
alshoppi
ngbehav
ior
.

I
ncur
rentscenar
ioy
oungpeopl
ear
ethemaj
oronl
i
neshopper
sandt
hust
hisst
udy
f
indsoutt
heat
ti
tudeofy
out
htowar
dsonl
i
neshoppi
ng.Ther
ear
esev
eralf
act
orswhi
ch
i
nfl
uenceay
out
h’spur
chasi
ngdeci
sionsandbuy
ingbehav
iort
owar
dsonl
i
neshoppi
ng.
Accor
dingt
othemar
ket
er’
sfact
orsl
i
kepr
oductunder
standi
ng,shoppi
ngexper
ience,
cust
omerser
viceandconsumerr
iskaf
fect
sthepur
chasi
ngbehav
iorofy
out
hand
pur
chasi
ngpower
.Aswesayt
hatmaj
ori
tyofy
out
har
eonl
i
neshopper
sbecauset
hey
t
hinkonl
i
neshoppi
ngi
sconv
eni
entandi
tenabl
est
hem t
oaccessmor
eandmor
e
pr
oduct
sandt
hei
rinf
ormat
ion24*
7.
2L
1. i
ter
atur
eRev
iew
1.
2.1I
ntr
oduct
ion:

Thef
oll
owi
ngl
i
ter
atur
esar
erev
iewedt
ofi
ndoutr
esear
chgap.Rev
iew ofl
i
ter
atur
e
consi
sts ofdi
ff
erentaut
hor
’s ar
ti
cles and t
hesi
s wor
k.The l
i
ter
atur
erel
ated t
o
consumerper
cept
iont
owar
dsonl
i
neshoppi
nghasbeent
akeni
ntoconsi
der
ati
on.

1.
2.2Pr
iorst
udi
esi
ntheconcer
nedf
iel
d

Adamset
.al
.(2004)consi
der
edt
heunder
lyi
ngf
act
orsr
elat
edt
oper
sonale-shoppi
ngi
n
t
hewor
kpl
ace.Theypr
ovi
det
her
easonsf
oronl
i
neshoppi
ngatwor
kwer
ebor
edom,
connect
ion speed,conv
eni
ence,wor
kli
fe bal
ance,ef
fi
ciencyet
c.Amer
icans wer
e
f
onderofshoppi
ngonl
i
neatwor
kpl
acet
hanCanadi
anst
heyf
oundi
nthei
rst
udy
.The
r
easonwhi
cht
heyr
eal
i
zedwasf
ast
eri
nter
netconnect
ion.Theyal
soment
ionedt
hat
cor
por
ate moni
tor
ing had an av
erage ef
fecton e-shoppi
ng atwor
kpl
ace as j
ob
sat
isf
act
ionwasav
erageatt
hepl
acewher
ether
ewasmoni
tor
ing.

Monsuweet
.al
.(
2004)f
ound t
haty
oungerconsumer
s ar
e mor
eint
erest
ed i
n usi
ng
i
nter
nett
osear
chf
ori
nfor
mat
ionascompar
edt
ool
derconsumer
s.Ast
heyhav
eless
knowl
edgeaboutt
hei
nter
netandnewt
echnol
ogy
.Thebol
derconsumer
swantt
otr
y
pr
oduct
sbef
orepur
chasi
ngwhi
chaf
fectt
hepur
chaset
hroughi
nter
net
.

Li
m andDubi
nsky(
2004)
foundt
hatonl
i
nesel
l
ersshoul
dknowt
hei
ssueswhi
chaf
fect
t
heonl
i
nebuy
ersbef
oret
hei
ronl
i
nepur
chasewhi
chwoul
dhel
pthem t
oret
aint
hei
r
cust
omer
s.Onl
i
nesel
l
ercanmakeanew andef
fect
ivemar
ket
ingst
rat
egyf
ort
hei
r
cust
omer
swhi
chhel
pthem t
obet
terunder
standt
hei
rshoppi
ngbehav
ior
.Ther
ear
e
manyopt
ionsf
orsel
l
erst
oat
tractt
hosewhodonotshoponl
i
nesot
hatt
heybecome
mor
eint
erest
edandbecomepot
ent
ial
cust
omer
s.

Lest
era&Loy
det
.al
.(2005)f
oundt
hatt
heper
cent
ageofcol
l
ege-
agemar
ketusest
he
i
nter
neti
s mor
ethan 95% and among t
hem 91% oft
hatgr
oup compl
ete onl
i
ne
pur
chases.Theyar
espendi
ngmor
ethan$500pery
earoni
nter
netmer
chandi
seand
pur
chasi
ngt
hem wi
tht
hei
rowncr
edi
tcar
ds.Theyar
epur
chasi
ngappar
el,concer
t
t
icket
s,ent
ert
ainmentpr
oduct
s,banki
ngser
viceset
c.They
oungadul
tsar
eal
sobuy
ing
mor
tgages,
car
sandappl
i
ancesov
ert
hei
nter
neti
nsmal
lquant
it
ies.
Sher
gil
landChen(
2005)
,di
scussedt
her
elat
ionshi
pbet
weendi
ff
erentcat
egor
iesof
buy
ersandt
hef
act
orsi
nfl
uenci
ngt
hebuy
ers’behav
iort
owar
dse-shoppi
ng.Theyal
so
exami
nedt
hedi
ff
erentper
cept
ionsofdi
ff
erentbuy
erst
owar
dst
hee-
shoppi
ng.They
est
abl
i
shedwebsi
tedesi
gn,
rel
i
abi
l
ity
,cust
omerser
viceandsecur
it
yorpr
ivacywer
ethe
i
mpor
tantf
act
orst
hose i
nfl
uenced t
hei
rpur
chasi
ng behav
iorofdi
ff
erentpeopl
e.
Di
ff
erentper
cept
ionsandev
aluat
ioncr
it
eri
ali
ket
ri
al,occasi
onal
,fr
equentandr
egul
ar
onl
i
nebuy
ers,
est
abl
i
shedi
nthi
sty
peofr
esear
ch.

Changchi
t(
2006)exami
nedt
heat
ti
tudeofcust
omer
stowar
dse-shoppi
nganddi
ff
erent
f
act
orswhi
chwer
efoundi
ndi
ff
erentmanner
sbyt
hee-
buy
ersandt
hosewhower
enot
.
I
nthi
sst
udyhef
oundf
ivef
act
orswhi
chwer
efounddi
ff
erent
lybyt
heabov
ement
ioned
t
wogr
oups.Thosef
act
orswer
efoundt
her
iskassoci
atedwi
the-
shoppi
ng,pr
evi
ous
exper
iencewi
the-
shoppi
ngandf
oundt
hebenef
it
s,easeanduncer
tai
ntyofe-
shoppi
ng.

Asakawa and Okano (

2007)
also st
ated t
he f
act
ors whi
ch af
fectt
he cust
omer
s’
per
cept
ionst
owar
dse-
shoppi
ngandal
sodescr
ibehow t
hef
act
orsi
nfl
uencedt
hei
r
per
cept
ions.Theyf
oundt
hosef
act
orswer
econv
eni
ence,poornav
igat
ionandanxi
ety
r
egar
dingsecur
it
yint
hei
rresear
chandal
sof
oundt
hatconv
eni
encehadaposi
ti
ve
ef
fectone-
shoppi
ngwher
eont
heot
herhandanxi
etyr
egar
dingsecur
it
yandpoor
nav
igat
ionhadanegat
iveone.

Khal
i
faandLi
u(2007)
,anal
y Thei
zedamodelnamed“ nfor
mat
ionsy
stemscont
inuance
model
”int
hef
iel
dofe-
shoppi
ngwi
tht
hehel
pofcont
ingencyt
heor
ythatshowedt
he
r
olesofe-
shoppi
nghabi
tsandexper
ienceandal
sof
oundbot
hoft
hem wer
ehav
ing
posi
ti
veef
fect
s,i
fther
ewassat
isf
act
ioni
nthee-
buy
ersduet
othesef
act
ors.They
anal
yzedt
hatt
heef
fect
sofe-
shoppi
nghabi
tononl
i
ner
epur
chasei
ntent
ionwer
e
domi
nat
ed t
hrough sat
isf
act
ion. Onl
i
ne r
epur
chase i
ntent
ion was not onl
ya
consequenceofar
ati
onalanal
ysi
sofsat
isf
act
ionbutal
sobot
hhabi
tandexper
ience
wer
ethef
act
orswhi
chat
tract
edt
hebuy
erst
owar
dsonl
i
neshoppi
ng.

LaiandTur
ban(
2008)
ment
ionedt
hatnowaday
’scust
omer
sar
eusi
ngi
nter
netf
ort
hei
r
pur
chasi
ngofpr
oduct
sandser
vices.Web2.
0technol
ogi
eshav
emadet
hei
nter
net
mor
esoci
alandal
sot
hespeedofdev
elopmenthasbeeni
ncr
easedbyt
hecust
omer
s.

Sy
edet
.al
.(2008)anal
yzedt
hatt
her
ear
efourf
act
orswhi
chhel
ptoi
nfl
uencet
hey
out
hs
t
owar
dse-
shoppi
ngi
.e.
Websi
tedesi
gn,
websi
ter
eli
abi
l
ity
,cust
omerser
viceandpr
ivacy
andal
sodi
scussedt
hatt
her
ewasl
otsofsi
mil
ari
ti
esamongt
heat
ti
tudesofdi
ff
erent
gr
oups t
owar
ds e-
shoppi
ng i
n Mal
aysi
a.Accor
ding t
othem t
rustwas t
he most
consi
stentf
act
ort
hati
nfl
uence t
he cust
omer
’s pur
chasi
ng behav
iort
owar
ds e-
commer
ce.Ont
heot
herhand,e-
ret
ail
ersshoul
daddt
rustandr
eli
abi
l
itywhi
chi
sver
y
muchhel
pful
fort
hebuy
ers.

Del
afr
ooz,Pai
m andKhat
ibi
(2010)i
nthei
rst
udyt
ri
edt
ofi
ndt
hef
act
orsi
nfl
uenci
ng
st
udent
’sat
ti
tudet
owar
dse-shoppi
ngi
nMal
aysi
awi
tht
hehel
poff
ive-
lev
elLi
ker
tscal
e
sel
f-admi
nist
eredquest
ionnai
re,t
hatdev
elopedbasedonpr
iorl
i
ter
atur
e.Themul
ti
ple
r
egr
essi
onanal
ysi
sval
i
dat
edt
hemostsi
gni
fi
cantdet
ermi
nant
sofconsumer
’sat
ti
tude
t
owar
dse-
shoppi
ng.Theconsequencesi
ndi
cat
edt
hatut
il
it
ari
anor
ient
ati
on,
pri
ceanda
wi
dersel
ect
ioni
nfl
uencedcust
omer
’sat
ti
tudet
owar
dse-
shoppi
ng.So,
e-r
etai
l
ershav
e
t
oemphasi
zemor
euser
-f
ri
endl
yfunct
ioni
nor
dert
osuppl
yut
il
it
ari
ancust
omer
saway
t
olocat
ethet
hingst
heyneedef
fi
cient
ly.
Ki
m(2010)f
oundi
nhi
sst
udyt
hatt
heconsumerf
act
ors,
compr
isedofpr
ivacy
,secur
it
y
andf
ait
h,conv
eni
ence,
timesav
ing,
easeofuse,
enj
oymentgi
venbyshoppi
ng,
company
goodwi
l
landt
act
il
it
y,wasmosti
mpor
tantf
ort
hosewhoi
ntendedt
obuyonl
i
neandwho
pur
chasedonl
i
ne.

Sapr
iki
s,Vaggel
i
set
.al
.(
2010)anal
yzedt
heper
cept
ionsofGr
eekuni
ver
sit
ySt
udent
’son
e-
shoppi
ng on t
he basi
s ofdemogr
aphi
c pr
ofi
l
e,expect
ati
ons ofonl
i
ne st
ores,
adv
ant
agesanddi
sadv
ant
agesr
elat
edt
oonl
i
nepur
chasesi
nwhi
chobser
vedt
hatt
her
e
wer
esomanydi
ff
erencesr
egar
dingonl
i
nepur
chasesduet
odi
ff
erencesi
nconsumer
s’
char
act
eri
sti
csandt
het
ypesofpr
oduct
sandser
vices.Ther
esul
tsshowedsome
i
mpor
tantdi
ff
erencesbet
weent
wogr
oupsofr
espondent
s,t
headopt
erswhower
e
i
nvol
vedi
ne-
shoppi
ngandt
henon-
adopt
erswhower
enoti
nvol
vedi
nonl
i
neshoppi
ng.
Adopt
erswer
ehav
inghi
gherexpect
ati
onsf
rom mar
ket
ersont
hebase,r
elat
edt
o
pr
ivacypol
i
cyandr
isk.Thedi
ff
erencesf
oundwer
erel
atedt
othei
rper
cept
ionson
adv
ant
agesandpr
obl
emsofonl
i
neshoppi
ng.

Wambui
(2010)
in hi
s st
udymade an at
temptt
ofi
nd outt
he char
act
eri
sti
cs ofe-
shoppi
ngadopt
ers amongt
hest
udent
sandwentf
urt
hert
odi
scov
ert
her
easons
behi
ndnonadopt
ionandadopt
ionofe-shoppi
ngwher
ethef
indi
ngsr
eveal
edt
hatt
her
e
wasahi
ghl
evelofawar
enessofe-shoppi
ngbutv
eryl
essuseoft
hesameandal
so
showedt
hatonl
i
neshoppi
nguser
sar
emaxi
mum mal
e,mostoft
hem ar
eaged30y
ear
s
andbel
owandhav
inghi
gheri
ncomes.Somer
easonsf
oradopt
ionofe-shoppi
ngwer
e
mor
econcer
naboutf
inanci
alsecur
it
yandal
sonotcomf
ort
abl
einshar
ingper
sonal
i
nfor
mat
ion.Ont
heot
herhand,
somer
easonsf
oradopt
ionofe-
shoppi
ngwer
etheease
ofpur
chasi
ngpr
oduct
sfr
om any
wher
e,andt
heabi
l
ityt
ochoosef
rom awi
der
angeof
pr
oduct
.

Ky
iyci
(2012)i
nhi
sst
udyofonl
i
neshoppi
ngbehav
iorofcol
l
egest
udent
s,t
ri
edt
ofi
nd
outt
hei
mpor
tanceofpossessi
on,i
ncomeandf
ami
l
iar
it
yofcr
edi
tcar
done-
shoppi
ng.
Theconcl
usi
onf
oundoutt
hatmal
est
udent
sandt
eacher
sar
emor
efami
l
iarandhav
ing
mor
eposi
ti
veat
ti
tudet
hanf
emal
est
udent
sandt
eacher
s.Teacherandst
udent
shav
ing
mor
eincomeandi
nter
netsur
fi
ng abi
l
ityhav
eposi
ti
veat
ti
tudef
oronl
i
neshoppi
ngon
t
heot
herhandwhohav
ecr
edi
tcar
ds,
hav
emor
efami
l
iar
it
yconcer
ningonl
i
neshoppi
ng.
Pat
el&Ast
hana(
2012)
suggest
edt
hatper
cei
vedbenef
itandut
il
it
ari
anor
ient
ati
onsar
e
an i
mpor
tantdet
ermi
nantwhi
ch af
fect
sthe consumer
’s at
ti
tude t
owar
ds onl
i
ne
shoppi
ng.

Agar
wal
(2013)
found t
he f
act
orsi
n“A st
udyoff
act
ors af
fect
ing onl
i
ne shoppi
ng
behav
iorofconsumer
sinMumbair
egi
on”
,thataf
fecte-
shoppi
ngl
i
ket
imesav
ing,
moneysav
ing,nor
iski
ntr
ansact
ion,easyt
ochooseandcompar
ewi
thot
herpr
oduct
s
anddel
i
ver
yofpr
oductont
ime.

Shar
ma &Khat
tri
(2013)concl
uded t
hatt
he di
scountwebsi
tes and deal
s shoul
d
concent
rat
ethei
rmar
ket
ing ef
for
tst
o cr
eat
etr
usti
n consumer
s aboutf
inanci
al
t
ransact
ion.Theconsumer
sshoul
dbepr
ovi
dedav
ari
etyofpay
mentopt
ionsandt
he
pay
mentgat
eway
sshoul
dbest
rongenoughso t
hatt
hesecanav
oidanyt
ypeof
secur
it
ybr
each.

Ar
ghasen(
2014)f
oundt
hatpr
oductf
act
or,
costf
act
or,
conv
eni
encef
act
or,
sel
l
err
elat
ed
f
act
orsar
ethef
ourmosti
mpor
tantf
act
orst
hati
nfl
uencet
heonl
i
neshoppi
ngofa
pr
oduct
.

Chat
ter
jeeandGhosal
(2014)
foundt
hati
nrecentscenar
ioofel
ect
roni
cdat
aexchanges,
I
ndi
aisf
ir
stadapt
oroft
echnol
ogyand adopt
ed e-
commer
ce.I
nIndi
ae-
shoppi
ng
pr
ovi
demanyf
aci
l
iti
es.I
nIndi
atheadopt
ionoft
echnol
ogyi
sdi
ff
erentf
rom ot
her
count
ri
esduet
oit
suni
quesoci
alandeconomi
cchar
act
eri
sti
cs.

Khi
tol
i
ya(
2014)f
indsi
nherst
udyt
hatmaj
orl
ypostgr
aduat
erespondent
sdoonl
i
ne
shoppi
ng.Thet
rendofbot
hmal
eandf
emal
erespondent
sisqui
tesi
mil
ari
nonl
i
ne
pur
chasi
ng behav
ior
.Mostoft
he r
espondent
s ofal
lage gr
oup shop onl
i
ne f
or
conv
eni
ence,
widev
ari
ety
,di
scountdeal
sandl
eastunderpeeri
nfl
uence.

Rav
al(
2014)st
atedt
hatt
hedemandofe-
commer
cei
nIndi
aisi
ncr
easi
ngdaybyday
duet
oincr
easei
ntheuseofmobi
l
ephonesanddeskt
ops.I
tisal
sonot
iceabl
ethatt
he
wor
ld’
sleadi
ng e-
commer
ce compani
es ar
e compet
ing har
dto capt
ureI
ndi
an e-
commer
cemar
ket
.Thebehav
iorofI
ndi
anonl
i
nebuy
ersi
sani
mpor
tantf
act
ori
nIndi
an
e-
commer
ce mar
ket
.The demands oft
he I
ndi
an buy
ers ar
e di
ff
erentf
rom ot
her
count
ri
es.I
nIndi
a,abuy
eri
sal
way
slooki
ngf
oral
essr
atepr
oductandt
her
efor
eal
most
onet
hir
doft
het
otal
sal
eismadedur
ingt
hesal
esseason.

Al
debei
&Akr
oushet
.al
.(
2015)
fi
ndt
hatconsumerat
ti
tudest
owar
dsonl
i
nepur
chasi
ngi
s
det
ermi
nedbyper
cei
vedbenef
itandt
rust
.

1.
2.3Resear
chGap

Theexi
sti
ngst
udi
eshav
efocusedont
hef
act
orsbehi
ndonl
i
neshoppi
ngbehav
iorof
Youngpeopl
e.Ther
ear
enumer
ousnos.ofst
udi
est
hathav
ebeenconduct
edi
nIndi
an
cont
ext
,howev
eri
nthe cont
extofst
ate ofOdi
sha v
eryf
ew st
udi
es hav
e been
conduct
ed.AsBr
ajar
ajnagari
stheoneofemer
gingci
tyi
nWest
ernOdi
shaandt
her
eis
hugepot
ent
ialf
ore-
commer
cemar
keti
nthi
sar
ea,
sot
hepr
esentst
udyemphasi
zeson
f
act
orsaf
fect
ingl
evelofsat
isf
act
ionofy
oungpeopl
einconsumer
s.Thest
udyi
sal
so
anat
temptt
odel
vei
ntot
hei
mpactofdemogr
aphi
cfact
orsonpur
chasedeci
sionof
buy
ersi
ncaseofonl
i
neshoppi
ng.

1.
2.4Summar
y:
I
nthi
schapt
er,t
hepr
iorl
i
ter
atur
esi
ntheconcer
nedf
iel
dwer
ecr
it
ical
l
yrev
iewed.The
st
udi
esf
rom di
ff
erentsub-
fi
eldsi
nthi
scont
extwer
erev
iewed.I
ntheend,t
hest
udy
t
ri
edt
oident
if
ythegapi
nthepr
iorst
udi
eswhi
chwi
l
lbedeal
twi
thi
nthepr
esentst
udy
.
I
nov
eral
l
,amonghandf
ulnumberofst
udi
esconduct
edi
nthi
sfi
eld,v
eryf
ew st
udi
es
hav
econcer
nedwi
tht
hest
ateOdi
sha.I
naddi
ti
on,
oneofemer
gingci
tyBr
ajar
ajnagari
n
west
ernOdi
shahasnotabl
erecei
vemuchat
tent
ionoft
her
esear
cher
s.So,
thepr
esent
st
udywi
l
lcont
ri
but
esi
gni
fi
cant
lyt
othel
i
ter
atur
eint
hisar
ea.Thef
indi
ngsoft
hest
udy
hav
edi
ver
sif
iedi
mpl
i
cat
ionsspeci
fi
cal
l
ymor
esi
gni
fi
canti
mpl
i
cat
ionsf
ort
hebusi
ness
or
gani
zat
ions,
fordeci
sionmaki
ng.
 CHAPTER:
II
OBJECTI
VEANDRESEARCHMETHODOLOGY

2.
1Obj
ect
ivesoft
hest
udy
:

Thepr
esentst
udyi
sanat
temptt
oexpl
oret
hef
act
orsi
nfl
uenci
ngpur
chasei
ntent
ionof
Youngconsumer
sinI
ndi
awi
thaspeci
alr
efer
encet
oBr
ajar
ajnagar
,Odi
sha.I
naddi
ti
on,
t
hest
udyal
sot
ri
edt
oassesst
hel
evelofconsumersat
isf
act
ioni
ncaseofonl
i
ne
mar
ket
ing.Themai
nobj
ect
ivesoft
hest
udyar
easf
oll
ows:

 Toanal
yzet
hei
mpactofdemogr
aphi
cfact
orsonpur
chasedeci
sionofbuy
ersi
n
caseofonl
i
neshoppi
ng.
 To hi
ghl
i
ghtt
hepr
efer
enceofconsumer
stowar
dsv
ari
eti
esofpr
oductl
i
ne
av
ail
abl
eonl
i
ne.
  Todet
ermi
net
hef
act
orsi
nfl
uenci
ngt
her
elat
ivepr
e-pur
chase,on-
pur
chaseand
post
-pur
chasesat
isf
act
ionl
evel
ofconsumer
sincaseofOnl
i
neshoppi
ng.
 Toanal
yzet
hef
act
orsi
nfl
uenci
ngpur
chasedeci
sionsofconsumer
sincaseof
onl
i
neshoppi
ng.
 Toexpl
oret
hepr
obl
emsf
acedbyconsumer
sdur
ingonl
i
neshoppi
ng.

2.
2Si
gni
fi
canceoft
heSt
udy
:

Recent
lyI
ndi
ahascr
ossed 100 mi
l
li
oni
nter
netuser
soutofwhi
chmaj
ori
ti
esar
e
y
oungst
ers.Youngst
ersi
ncl
udey
oungmen;schoolandcol
l
egegoi
ngst
udent
suse
mor
ethan75%ofi
nter
netusage.Att
hesamet
imet
heE-
Commer
cemar
keti
sgr
owi
ng
t
remendousl
y.Ther
efor
e,t
hepr
esentst
udyemphasi
zesoni
dent
if
yingt
hef
act
orswhi
ch
i
nfl
uenceonl
i
neshoppi
ngbehav
ior
.Thef
indi
ngsoft
hest
udywi
l
lbehel
pfulf
orE-
Commer
cecompani
esi
ndesi
gni
ngt
hei
rmar
ket
ingst
rat
egi
es.Thest
udywi
l
lrev
ealt
he
sat
isf
act
ionl
evel
ofconsumer
sincaseofonl
i
neshoppi
ng.

2.
3St
atementoft
hePr
obl
em:
Todayonl
i
ner
etai
l
erspl
ayani
mpor
tantr
olei
nret
ailsect
orbydesi
gni
ngt
hei
ronl
i
ne
st
orewi
thl
otsofpr
oductandser
vicesopt
ions. Di
ff
erentcat
egor
iesofpeopl
ear
e
ut
il
izi
ngt
hesef
aci
l
iti
es.Buty
out
hsegmenthasmor
echancesoft
echnol
ogyut
il
izat
ion,
seeki
nfor
mat
ionandnew pr
oduct
s.Ont
heot
herhand,att
hesamet
imet
hei
rbuy
ing
behav
iori
sinf
luencedbyv
ari
ousf
act
orsl
i
kei
ncome,exper
ience,t
aki
ngdeci
sions,
dependabi
l
ityet
c.Thest
atement
soft
hepr
obl
emsoft
hest
udyar
e:
 Whatar
ethef
act
orswhi
chi
mpactt
hebuy
ingbehav
iorofYoungpeopl
einI
ndi
a?
 Whet
heri
sther
eanyi
mpactofdemogr
aphi
cfact
orsonshoppi
ngbehav
ior
?
 Whati
ssat
isf
act
ionl
evel
ofbuy
ersi
ncaseofonl
i
neshoppi
ng?

2.
4Resear
chHy
pot
hesi
soft
hest
udy
:

H01:Ther
eisnosi
gni
fi
canceassoci
ati
onbet
weengenderofr
espondentandbuy
ing
behav
ioroft
her
espondent
s
Ha1:Ther
eisasi
gni
fi
canceassoci
ati
onbet
weengenderofr
espondentandbuy
ing
 behav
ioroft
her
espondent
s
H02:
Ther
eisnosi
gni
fi
canceassoci
ati
onbet
weenageoft
her
espondent
sandbuy
ing
behav
ioroft
her
espondent
s
Ha2:Ther
eisasi
gni
fi
canceassoci
ati
onbet
weenageoft
her
espondent
sandbuy
ing
behav
ioroft
her
espondent
s
H03:Ther
eisnosi
gni
fi
canceassoci
ati
onbet
weenoccupat
ionoft
her
espondent
s
andbuy
ingbehav
ioroft
her
espondent
s
Ha3:Ther
eisasi
gni
fi
canceassoci
ati
onbet
weenoccupat
ionoft
her
espondent
sand
buy
ingbehav
ioroft
her
espondent
s

2.
5Resear
chMet
hodol
ogy
:

Themai
nobj
ect
iveoft
hest
udyi
stoexami
net
heper
cept
ionofconsumer
stowar
dse-
commer
ce.The st
udy i
s bot
h descr
ipt
ive and anal
yti
cali
n nat
ure.The di
ff
erent
component
sar
eexpl
ainedasf
oll
owi
ng:

2.
5.1 Sour
cesofDat
a:
Bot
hthepr
imar
yandsecondar
ydat
ahav
ebeent
akeni
nthi
sst
udy
.Thepr
imar
ydat
ais
col
l
ect
edt
hroughst
ruct
uredquest
ionnai
ref
rom 80r
espondent
ssel
ect
edusi
ngr
andom
sampl
i
ng met
hod i
n Br
ajr
ajnagart
own ofJhar
suguda,Odi
sha.The quest
ionnai
re
i
nvol
vesquest
ionsr
elat
ingt
odi
ff
erentdemogr
aphi
caswel
lasot
herv
ari
abl
es.Al
so,
the
secondar
y dat
a col
l
ect
ed f
rom v
ari
ous sour
ces l
i
ke magazi
ne,websi
tes,j
our
nal
,
newspaperet
c.

2.
5.2 Resear
chAppr
oach:
Thi
sst
udyi
sbasedonsur
veymet
hodt
hati
susedwi
del
yinr
esear
chf
orcol
l
ect
ingdat
a.
Random sampl
i
ngt
echni
quehasbeenchosenf
ort
hisst
udy
.Af
teri
dent
if
yingt
het
arget
uni
tsper
sonal
andt
elephoni
cint
erv
iewswer
edonef
orcol
l
ect
iondat
a.

2.
5.3 Met
hodol
ogy
:
I
nit
ial
l
y,t
hedat
aar
epr
esent
edwi
tht
hehel
pofdi
agr
amsandpi
echar
tsf
orbet
ter
under
standi
ngaboutper
cept
ionoft
her
espondent
s.Fur
ther
,thedat
aar
eanal
yzedand
i
nter
pret
edwi
tht
hehel
pofst
ati
sti
cal
techni
quessuchasCr
oss-
tab,
Chi
-squar
etestet
c.
Themet
hodol
ogydeci
dedaf
tert
aki
ngi
ntoconsi
der
ati
ont
heobj
ect
ives,v
ari
abl
esand
scal
eofv
ari
abl
es.Thedat
aanal
yzedwi
tht
hehel
pofSPSS(
stat
ist
icalpackagef
or
soci
alsci
ence)Sof
twar
e.

2.
5.4Scopeoft
heSt
udy
:

Thi
sst
udyi
srel
atedt
odi
git
almar
ket
ingandi
twi
l
linv
est
igat
ethef
act
orsaf
fect
ingt
he
deci
si
on-
maki
ngpr
ocessoft
heYout
h.Thescopeoft
hest
udyi
sconf
inedt
oconsumer
s
bet
weent
heageof18t
o40y
ear
s.Ther
espondent
srequest
edt
ofi
l
lthequest
ionnai
re
askedaboutt
hei
rper
cept
ionaboutdi
ff
erentf
act
orsandt
hisst
udyi
srest
ri
ctedt
o
Br
ajr
ajnagart
ownofJhar
sugudadi
str
ict
,Odi
sha.Thi
sresear
chhasconsi
der
edl
i
mit
ed
aspectandanal
yzedt
hem t
oacer
tai
ndegr
ee.

2.
5.4 Li
mit
ati
onsoft
hest
udy
:

Because oft
ime and f
inanci
alconst
rai
nts,t
he st
udysuf
fer
sfr
om di
ff
erent
l
i
mit
ati
onsgi
venasbel
ow:

 Thi
sst
udyi
sconf
inedt
oBr
ajr
ajnagart
ownonl
y.
 Ast
hev
iewsofonl
y80r
espondent
shav
ebeent
aken,t
hechanceofget
ti
ng
adequat
eresul
tsi
sless.
 Per
cept
ionder
ivedt
hroughquest
ionnai
remayl
eadt
ohumanbi
as.
 Onl
ysomespeci
fi
cpar
amet
ershav
ebeensel
ect
ed t
o der
ivet
heconsumer
per
cept
ion.

2.
5.5Fr
amewor
koft
hest
udy

Chapt
er1:
Int
roduct
ionandLi
ter
atur
erev
iew

Thi
schapt
eri
ncl
udesI
ntr
oduct
ion,Li
ter
atur
eRev
iew andResear
chGap.
Thi
schapt
er
f
ocusesonr
evi
ewofr
elat
edl
i
ter
atur
es.Ther
esear
chert
ri
edt
ost
udyt
her
ecentwor
ks
i
nther
elat
edf
iel
dandt
raceoutt
her
esear
chgap.

Chapt
er2:
Obj
ect
ivesandResear
chMet
hodol
ogy

Obj
ect
ivesoft
hest
udy
,pr
obl
emsst
atement
,andsi
gni
fi
canceoft
hest
udy
.Ital
so
i
ncl
udesr
esear
chhy
pot
hesi
swhi
char
eout
li
nei
nrespectwi
tht
her
esear
chobj
ect
ives.
I
naddi
ti
oni
tal
sohi
ghl
i
ght
sonscopeoft
hest
udy
,resear
chmet
hodol
ogyandi
ts
l
i
mit
ati
on.

Chapt
er3:
Scenar
ioofe-
commer
cemar
keti
nIndi
a

Thi
schapt
eri
ncl
udese-
commer
cei
tst
ypes,
fact
ori
nfl
uenci
nget
c.

Chapt
er4:
Dat
aAnal
ysi
sandI
nter
pret
ati
on

Thi
schapt
eri
ncl
udesdat
aanal
ysi
swhi
chcanbepr
esent
edt
hroughv
ari
ousbargr
aphs,
t
abl
eandpi
echar
ts.I
tal
socov
ershy
pot
hesi
stest
ing.Hy
pot
hesi
shasf
ramedr
elat
ing
t
otheobj
ect
ivesofr
esear
ch.Chi
-squar
etesthasbeenusedf
oracr
it
icalr
evi
ewoft
he
dat
a.

Chapt
er5:
Summar
yoff
indi
ng,
suggest
ionsandconcl
usi
on

Thi
sst
udyt
ell
saboutt
hef
indi
ngandsuggest
ion.I
tai
mst
oref
lectt
hef
actabout
summar
yoft
heFi
ndi
ngs,
suggest
ionsandconcl
usi
ondr
awnbyt
hispr
oject
.
 CHAPTER:
III
SCENARI
OOFE-
COMMERCEMARKETI
NINDI
A

3.
1E-
Commer
ce

El
ect
roni
cCommer
ceore-
commer
cest
art
edi
nthedecades1960s.El
ect
roni
cDat
a
I
nter
change(
EDI
)ar
eused t
hebusi
nesst
o shar
ebusi
nessdocument
swi
thot
her
compani
es.I
nthey
ear1979,Amer
icanNat
ionalSt
andar
dInst
it
utes(
ANSI
)dev
eloped
ASCX12asaUni
ver
salst
andf
ort
hebusi
nessshar
ingdocument
sthr
oughel
ect
roni
c
net
wor
ks.I
ntr
oduct
ionofe-
commer
cel
eadst
oel
i
minat
ionoft
radi
ti
onalwayofdoi
ng
busi
ness.I
nfor
mat
ionandCommuni
cat
ionTechnol
ogy(
ICT)i
sthepi
l
larofe-
commer
ce
wor
ldwi
de,t
hatbr
ingt
hebusi
nessoper
ati
oni
nasi
ngl
efl
oor
.iti
simpossi
blet
othi
nk
aboutecommer
cewi
thouteBayandAmazonwhoi
soneoft
hef
ir
sti
nter
netuser
compani
est
oint
roduceel
ect
roni
ctr
ansact
ion.E-
commer
cei
saTechnol
ogy
,sui
tabl
e
f
orCommer
cialact
ivi
ti
es.Al
lthebusi
nesst
ransact
ionsar
eexecut
edt
hroughI
CTt
hat
i
ncl
udesanyki
ndofbusi
nessoper
ati
on.E-
commer
cepr
ovi
desbuy
ingandsel
l
ingof
pr
oductandser
vicesbybusi
nessandconsumerusi
ngi
nter
netdi
rect
ly.

3.
2Ty
pesofE-
Commer
ce

 Busi
nesst
oConsumer(
B2C)

I
nthi
sty
peofbusi
ness,
abusi
nessusesi
nter
netf
orsel
l
ingpr
oduct
sorser
vicesdi
rect
ly
t
othei
rconsumer
s.Forexampl
e,we can use Amazon.
com,Fl
i
pkar
t.
com,and
Gr
off
ers.
com et
ctobuyanypr
oduct
.

 Busi
nesst
oBusi
ness(
B2B)

I
nthi
sty
peofbusi
ness,
acompanyusi
ngi
nter
netsel
l
sthei
rpr
oduct
sorser
vicet
oot
her
compani
es.Sucht
ransact
ionsi
nvol
vepar
ti
cipat
ionofbusi
nesses;asar
esul
t,t
her
eis
ani
ncr
ementi
nval
ueandv
olumeofB2BE-
Commer
ce.

 Consumert
oConsumer(
C2C)

I
nthi
sty
peaconsumersel
l
shi
spr
oduct
stoanot
herconsumerusi
ngi
nter
net
.For
exampl
e,aconsumercan sel
lhi
sol
d bi
keorcaroranyot
herpr
oper
tyt
o ot
her
consumerdi
rect
lyt
hrought
hemedi
um ofi
nter
net
.

 Consumert
oBusi
ness(
C2B)

Her
eaconsumersel
l
shi
sideaorser
vicet
othebusi
nessonl
i
ne.Usi
ngt
hisi
dea,a
busi
nesscani
mpr
ovet
hei
roper
ati
ons.

3.
3E-
Commer
cei
nIndi
a
Di
git
izat
ionofwhol
ecount
ryordi
git
ali
zi
ngt
heI
ndi
aheadi
ngt
hebusi
nesst
ransact
ion
mov
etowar
dsebusi
nessi
.e.busi
nessi
sdonet
hroughonl
i
nenow.E-
commer
cei
nIndi
a
ensur
esdi
rectcommuni
cat
ionbet
weenbusi
nessandconsumer
.E-
commer
ceobt
ainsa
wi
descopef
oronl
i
nebusi
nesst
oreachconsumerexpect
ati
onandsat
isf
act
ionby
pr
ovi
dingv
ari
ati
onsi
ngoodsorpr
oductatat
imedur
inganyhour
s.

3.
4Adv
ant
agesofe-
commer
ce

 I
ncr
easeConv
eni
ence-

Cust
omercanor
dergoodsaccor
dingt
ohi
sconv
eni
ence,athi
shome.Andt
heygeti
t
del
i
ver
edatt
hei
rhome.Thi
sist
hebestshoppi
ngoper
ati
onf
ort
hosewhoar
eal
way
s
busy
.

 Compar
epr
oductandpr
ice-

Whi
l
eshoppi
ngonl
i
ne,t
hecust
omercanmakecompar
isont
hepr
iceoft
hepr
oduct
av
ail
abl
eondi
ff
erentwebsi
teswhi
chgi
veshi
m gooddeal
songr
eatpr
oduct
s.

 St
art
upf
undeasy
-

Manypeopl
ehav
eaDesi
ret
ost
artabusi
nessbutnothav
eenoughcapi
talt
obuya
shop.Leaseofphy
sicalshopwi
l
lbev
eryexpensi
ve;e-
commer
cemakesbusi
nesseasy
t
ost
artandgr
ow.

 I
mpr
essi
ve-

Tomeett
heneedsofbusi
nesst
radi
ti
onalmet
hodr
equi
reshi
ghcostofr
esour
cesand
t
hisal
so r
educepr
ofi
ts.I
n e-
commer
ce,r
esour
cesar
eut
il
ized ef
fi
cient
lybecause
busi
nesst
ransact
ionsar
emadeonl
i
ne.

 AccessConsumer
-

Tr
adi
ti
onal
busi
nessl
i
mit
stheoper
ati
onsofabusi
ness.wher
east
hrought
hemedi
um of
i
nter
netabusi
nesscansel
lhi
spr
oductandser
vicet
othei
rpr
ospect
iveconsumer
wor
ldwi
de.
 Pr
omptpay
ment
-

Onl
i
nepay
mentt
ransact
ionf
aci
l
itat
espr
omptpay
mentt
hatenhancest
hebusi
ness
oper
ati
onofe-
Commer
ce.

3.
5Di
sadv
ant
agesofECommer
ce

 Poorqual
i
typr
oduct
-

Thei
ssueofsecur
it
yist
hebi
ggestdi
sadv
ant
ageofe-
commer
ce.Ev
ent
houghv
ari
ous
i
mpr
ovement
shav
ebeenmader
elat
edt
odat
aencr
ypt
ion,consumer
sst
il
lfeart
o
pr
ovi
de t
hei
rper
sonaldat
a and f
inanci
ali
nfor
mat
ion.Ther
efor
e,t
he gr
owt
h ofe-
commer
cei
snotupt
othemar
kduet
othef
earofpr
ovi
dingcr
edi
tcar
dinf
ormat
ionand
owns’
ident
it
ies.

 LackofPr
ivacy
-

Manywebsi
tesl
acki
nencr
ypt
ionf
orsecur
eonl
i
net
ransact
ion.I
thasbeenf
oundt
hat
wi
thoutper
missi
onsomewebsi
tesi
l
legal
l
ycol
l
ectst
ati
sti
csofconsumer
s.Ther
efor
e,
l
ackofpr
ivacyr
est
ri
ctsconsumer
stousei
nter
netf
orcommer
cial
transact
ion.

 Taxi
ssue-

Whenabuy
erandasel
l
erar
eli
vi
ngi
ndi
ff
erentl
ocat
ions,t
hesal
est
axbecomesabi
g
i
ssuef
ort
hem.Sosal
est
axcr
eat
espr
obl
emswhent
hebuy
erandsel
l
erl
i
vei
ndi
ff
erent
geogr
aphi
cal
area.

 Fear
-

Consumer
sfeart
ooper
atei
nel
ect
roni
cwor
ldasi
tispaper
lessandf
acel
ess.Theydo
notunder
standwi
thwhom t
heyar
econduct
ingcommer
cialt
ransact
ionsbecausesome
busi
nessor
gani
zat
ionshav
enophy
sical
exi
stence.

 Pr
oductsui
tabi
l
ity
-

Gener
all
y,consumer
shav
etodependonel
ect
roni
cimagef
oronl
i
neshoppi
ng.But
somet
imest
hedel
i
ver
edpr
oduct
smaynotmat
chwi
tht
heel
ect
roni
cimageswhi
ch
cr
eat
esdi
scour
agesi
nconsumer
s.So,t
hel
ackoft
ouch&f
eelr
est
ri
ctsconsumer
sto
shoponl
i
ne.

 Cul
tur
alobst
acl
es-

Consumer
sar
eat
tract
edt
owar
dse-
commer
cef
rom al
lov
ert
hewor
ld.Butt
hecul
tur
e
andhabi
tsoft
heconsumer
svar
iesf
rom onenat
iont
oot
her
.Theyal
sof
acel
anguage
pr
obl
em.Ther
efor
e,cul
tur
alobst
acl
esaf
fectbot
hbusi
nessaswel
lasconsumer
s.

 Huget
echnol
ogi
cal
cost
-

Mer
ging ofe-
busi
ness and t
radi
ti
onalbusi
ness i
s a di
ff
icul
tthi
ng.The v
alue of
t
echnol
ogi
cali
nfr
ast
ruct
uremayi
ncr
ease,
andahugeamountofmoneymustbespent
sot
hati
tcankeeppacewi
tht
hechangi
ngt
echnol
ogy
.Ther
efor
e,i
tisi
mpor
tantt
o
al
l
ocat
e mor
e and mor
efunds f
ort
he adv
ancementoft
echnol
ogy t
oremai
n
compet
it
ivei
nthewor
ldofe-
commer
ce.

3.
6Onl
i
neShoppi
ng

Shoppi
ngt
hati
sdonebyconsumer
swi
tht
hehel
pofi
nter
neti
sknownasonl
i
ne
shoppi
ng.Gener
all
yonl
i
neshoppi
ngi
sknownase-shoppi
ngori
nter
netshoppi
ng.Her
e
consumer
sshopwi
thoutphy
sical
l
yvi
sit
ingt
hest
ore.Now aday
’sconsumer
sar
e
becomi
ngmor
eshoppi
ngconsci
ousandbuy
ingpr
oduct
sfr
om al
lov
ert
hewor
ldby
sur
fi
ngi
nter
net
.Inr
ecentt
ime,dev
elopedt
echnol
ogyandi
ncr
easeduseofi
nter
netl
ed
t
oincr
easei
nthepr
act
iceofe-
shoppi
ng.Manypeopl
ear
eshoppi
ngonl
i
neduet
o
gr
eat
eraccessi
bil
i
tyofi
nter
net
.Duet
oe-
shoppi
ngwecanpur
chaseawi
der
angeof
pr
oduct
sandser
vices.E-
shoppi
ngi
sbecomi
ngmor
epopul
ar,
ast
hebuy
erscangetso
manyopt
ionsofshoppi
ngatany
wher
eandany
time.Consumer
spur
chasepr
oduct
s
f
rom di
ff
erentwebsi
tesanddr
aw aspeci
fi
cki
ndofbehav
iort
hati
srel
atedt
ovar
ious
demogr
aphi
cfact
orsl
i
keage,
mar
it
alst
atus,
incomegr
oup,
gender
,occupat
ion.

Onl
i
neshoppi
ngof
fer
sal
argev
ari
etyofpr
oduct
sandal
l
owst
hecust
omer
stoget
pr
oduct
saccor
dingt
othei
rneedsandpr
efer
ences.Thehi
ghestsought
-af
terbenef
it
sof
onl
i
neshoppi
ngsi
tesar
ethei
rhugedi
scount
sandl
owpr
icesascompar
edt
otheof
fl
ine
shops.Thedet
ail
edr
ati
ngsandr
evi
ewsofcust
omer
sal
sohel
pthenewcust
omer
sin
t
hei
rdeci
sionr
egar
dingnewpur
chases.

3.
6.1Fact
orsi
nfl
uenci
ngonl
i
neshoppi
ngbehav
iorofconsumer
s

Thepr
esenter
aofdi
git
ali
zat
ionhaschangedt
heper
cept
ionofconsumer
stowar
ds
onl
i
neshoppi
ng.Theconv
eni
ence,ease,saf
etyhasi
nducedt
hecust
omer
stoi
nvol
ve
mor
einshoppi
ngofpr
oduct
sonl
i
ne.Thepr
e-domi
nantf
act
orsi
nfl
uenci
ngt
hechanged
behav
iorcanbeunder
li
nedasf
oll
ows:

 Soci
alf
act
ors

Soci
alf
act
orsi
nfl
uencet
hebuy
ing behav
iorofconsumer
s.Thesef
act
orscont
ain
peopl
e,f
ami
l
y,soci
alcl
asses,
bel
i
efs,
cul
tur
eet
c.

 Psy
chol
ogi
cal
fact
ors

Thesef
act
orsar
erel
atedt
othef
orcet
hati
sgener
atedwi
thi
nani
ndi
vi
dualhi
msel
fand
af
fect
sthepur
chasedeci
sion.Themaj
orf
orcesi
ncl
udeknowl
edge,behav
ior
,and
per
sonal
i
tyofani
ndi
vi
dual
.

 Per
sonal
fact
ors

Thesef
act
orsi
ncl
udef
eat
ureswhi
char
ever
yuni
quet
othei
ndi
vi
dualandpl
aya
si
gni
fi
cantr
olei
naf
fect
ingt
hei
rbuy
ingbehav
ior
.Thesei
ncl
udedemogr
aphi
cfact
ors
l
i
keage,gender
,si
zeoff
ami
l
yandsi
tuat
ionalf
act
orst
hati
srel
atedt
othei
ncome
gr
oupoft
hei
ndi
vi
dual
.

3.
6.2Fact
orsaf
fect
ingconsumer
’sat
ti
tudet
owar
dsonl
i
neshoppi
ng

 Fi
nanci
alRi
sk

Thi
sist
hemosti
mpor
tantconcer
nofi
ndi
vi
dual
swhoar
eshoppi
ngonl
i
ne.Gener
all
y
whenev
erwedoonl
i
neshoppi
ngt
her
eisal
way
sar
iskassoci
atedwi
thi
tli
kecer
tai
n
amountofmoneycoul
dbel
ostwhi
l
epur
chasi
ngandt
hepr
oductmaybenotwor
k
pr
oper
ly.Someagegr
oupsar
ever
ymuchconcer
nedaboutt
hei
rsecur
it
yandpr
ivacyof
t
hei
rbankaccounti
nfor
mat
ion.Today
’sy
ounggener
ati
oni
slessconcer
nedt
hanol
der
gener
ati
onst
hosewhobehav
eskept
ical
inmaki
ngonl
i
nepur
chases.
 Pr
oductRi
sk

Onl
i
neshoppi
ngbusi
nessgi
vesuscor
rectdescr
ipt
ionsofpr
oduct
sandenabl
esust
o
zoom i
nont
hepr
oductpi
ctur
est
hatwi
l
lgi
vet
hecust
omeraccur
atei
nfor
mat
ionabout
t
hepr
oduct
.Duet
othel
ackofi
nfor
mat
ion,
whi
chi
ssomet
imespr
esent
edt
ocust
omer
s,
t
heyf
acepr
obl
emst
oev
aluat
ethepr
oductqual
i
ty.

 Conv
eni
enceRi
sk

Thi
sist
hei
mpor
tantr
easonf
orwhi
chi
ndi
vi
dual
sfeelt
hatonl
i
neshoppi
nggi
vesal
arge
benef
itt
othem,becausei
tsav
est
ime.Rat
hert
hangoi
ngandt
aki
ngext
rat
imef
or
shoppi
ng,i
ndi
vi
dual
scansav
ethei
rti
meandcandot
hei
rot
heri
mpor
tantt
hings.Wi
th
suchahi
ghv
ari
etyofdi
ff
erentst
orecust
omer
scanav
ail
ever
yty
peofpr
oduct
sonl
i
ne.

 Non-Del
i
ver
y

Ast
hisi
sver
yuncommont
hatshoppi
ngsomet
hingonl
i
neandnotget
ti
ngi
tti
mel
ythat
cr
eat
eaf
eari
nsi
det
hemi
ndofcust
omer
s.Al
ossofdel
i
ver
yornon-
del
i
ver
ymeans
goodsar
elostordamagedduet
osomer
eason.Her
ethecust
omer
swoul
dnotgett
hei
r
goodsont
heagr
eedt
imef
rame.Ther
ear
esomanyf
act
orst
hataf
fectwhet
hert
he
cust
omer
srecei
vet
hei
rpr
oduct
sornotl
i
kei
mpr
opershi
ppi
ngandhandl
i
ngdur
ing
t
ranspor
tat
ion.Bygi
vi
ngaccur
ateupdat
esonpr
oduct
stheyor
der
edwecanmake
cust
omer
s’mi
ndeasyonshi
ppi
ngandnon-
del
i
ver
y.

 Ret
urnpol
i
cy

Ther
etur
npol
i
cyi
sani
mpor
tantt
hingt
hatenabl
escust
omer
stheabi
l
ityt
oret
urnan
unwant
ed i
tem orpur
chaset
hatf
ail
sto meett
hei
rexpect
ati
onsorneeds.I
nthe
absenceofapr
operr
etur
npol
i
cy,acust
omer
’sshoppi
ngbehav
iori
sbadl
yst
unt
edas
t
heyar
efor
cedt
oputsomucht
rusti
ntot
hee-
commer
cebusi
ness,whi
chi
shar
dto
achi
eve due t
o wr
ong and f
alsel
ydescr
ibed pr
oduct
s.Not
hing i
s wor
se f
ort
he
consumert
hanr
ecei
vi
ngapr
oductandf
eel
i
ngl
i
kehi
smoneywaswast
edast
he
pr
oductdoesn’
tmeetupt
ohi
sexpect
ati
ons.
 Cul
tur
alDi
ff
erences

Cul
tur
aldi
ff
erencesandbi
asesi
ne-
shoppi
ngar
ever
ycommonwi
thonl
i
nest
oresal
l
ov
ert
hewor
ld.Asweknoweachsoci
ety
’sv
aluessy
stem i
sdi
ff
erent
,buther
eiti
sthe
r
esponsi
bil
i
tyofe-
commer
cet
ocr
eat
eanat
mospher
ewhi
chwi
l
lgi
veconf
idencet
othe
buy
ers.I
tcan al
so af
fectconsumerbehav
iorby under
standi
ng t
he cust
omer
s’
r
elat
ionshi
pwi
the-
shoppi
ngandt
hei
nter
net
.

 Pr
evi
ousonl
i
neexper
ience

Thi
sisanot
heri
mpor
tantf
act
ort
hatpl
aysasi
gni
fi
cantr
olei
nconsumerbehav
ior
t
owar
dse-
shoppi
ng.Bot
hgoodandbadexper
ienceaf
fect
sconsumerbehav
ior
.

 Pr
ici
ngpol
i
cy

Ther
ear
esomanyadv
ant
agesofonl
i
ner
etai
l
ersl
i
ket
heydon’
tneedt
opayf
orst
ore
bi
l
ls,
elect
ri
cit
yandot
herphy
sical
resour
ceswhi
chhel
pthem t
osett
hepr
icel
owert
han
t
heof
fl
inest
oresorphy
sicalst
ores.Gener
all
y,consumerneedsgoodqual
i
tyofpr
oduct
bypay
ingl
esseramount
.Sot
hatsal
esandpur
chaseofpr
oductequal
l
yaf
fect
edbyt
he
pr
ici
ngpol
i
cy.Ther
efor
e,now aday
’sconsumer
sar
eget
ti
ngmor
eat
tr
act
edt
owar
ds
onl
i
neshoppi
ngr
athert
hanof
fl
ineshoppi
ng.

 Onl
i
neTr
ust

Consumer
s’per
cept
ioni
sdi
rect
lypr
opor
ti
onalt
othef
requencyi
nshoppi
ngonl
i
neasi
t
dependsont
het
rustr
elat
edt
oit
spr
oductandser
vices.Thef
requencyofshoppi
ng
f
rom awebsi
tei
ncr
easeswhent
heconsumerhasgenui
net
rustont
hatwebsi
te.When
t
hedel
i
ver
yofapr
oducti
ssameorbet
tert
handi
spl
ayedont
hewebsi
tes,i
tampl
i
fies
t
het
rustofconsumer
.

 Var
iet
y

Asweknowwecangetmor
evar
iet
iesofpr
oduct
sandser
vicesonl
i
neascompar
eto
of
fl
inest
ores.Consumer
sshoppi
ngof
fl
ineusual
l
yhav
etov
isi
tsomanyst
oresf
ort
he
pr
oduct
swhi
l
eonl
i
neshoppi
ngpr
ovi
desal
argev
ari
etyofpr
oduct
.

 Speci
alOf
fer
s

Manyt
imesonl
i
newebsi
tespr
ovi
dev
ari
ousdi
scountcoupons,speci
alof
fer
s,coupon
codes,f
reeshi
ppi
ngandgi
ftcar
dst
hatcanhel
ptor
educet
heor
igi
nalv
alueoft
he
pr
oduct
.Theseof
fer
sencour
aget
heconsumer
sto shop mor
eand mor
e.I
tal
so
i
nfl
uencest
hei
rbehav
iorast
heydr
awnt
oshopmor
eonl
owerpr
ice.

 Websi
tedesi
gn

Asweknow t
hef
ir
sti
mpr
essi
onofanonl
i
newebsi
tedependsonhow i
tlooks,t
he
consumerbehav
ioral
so af
fect
ed byt
he waya websi
tei
s di
spl
ayed.The t
heme
i
ncl
udi
ngl
ayoutandopt
ionsav
ail
abl
efornav
igat
ionmaket
hedesi
gnoft
hewebsi
te.
Theconsumerwi
l
lbuymor
efr
om awebsi
tei
fiti
seasi
ert
olocat
einf
ormat
ionr
elat
ed
t
opr
oduct
.

 Pay
mentopt
ions

Ther
ear
esomanypay
mentopt
ionsav
ail
abl
efort
heconsumer
sli
kecashondel
i
ver
y,
netbanki
ng,onl
i
newal
l
ets,EMI
,cr
edi
tcar
dsanddebi
tcar
ds,wher
esomeoft
hese
f
eat
uresabsenti
nof
fl
ineshoppi
ng.Thi
smakest
heconsumer
sat
tr
act
edmor
etowar
ds
onl
i
neshoppi
ng.

 Wi
shLi
st

Onl
i
neshoppi
ngpr
ovi
desanopt
ionofwi
shl
i
stwher
etheconsumer
ssav
ethepr
oduct
s
andl
i
ket
opur
chaset
hem l
att
er.Byt
hisf
eat
ureconsumer
sdonotneedt
olookf
ort
he
pr
oduct
stheyl
i
keagai
nandagai
n,andi
tbecomeseasyf
ort
hem t
onav
igat
etot
he
sav
edpr
oduct
swi
thacl
i
ck.

 Compar
isonofpr
ice

I
tbecomeseasi
erf
ort
heconsumer
stocompar
ethepr
icesofdi
ff
erentwebsi
tesand
br
andbef
oret
heydeci
det
opur
chaseany
thi
ng.Theconsumer
sdonotneedt
ovi
sita
v
ari
etyofof
fl
inest
orest
osear
cht
her
angeofpr
oduct
sav
ail
abl
einst
eadofsear
chi
ng
t
hepr
oduct
sandi
tsf
eat
uresont
hewebsi
te.

7Ke
3. yPl
ayer
sofOnl
i
neShoppi
ng:

Thef
eat
ureofawebsi
teaf
fect
sconsumer
’si
ntent
iont
obuypr
oduct
sonl
i
ne.Websi
te
desi
gnpl
aysasi
gni
fi
cantr
olei
naf
fect
ingt
heconsumer
s’at
ti
tudet
owar
dsonl
i
ne
shoppi
ng.Ther
ear
esomanyf
act
orst
hatencour
aget
heconsumer
stoshoponl
i
ne
f
requent
lyl
i
keav
ail
abi
l
ityofdet
ail
edpr
oducti
nfor
mat
ion,wi
der
angeofpay
mentand
del
i
ver
yopt
ions,
easyr
etur
nandexchangepol
i
cieset
c.

Byusi
ngadv
ancedt
echnol
ogy
,onl
i
ner
etai
l
ersi
mpr
ovet
hei
rwebsi
test
oinf
luence
consumerper
cept
ions.Ther
ear
esomanywebsi
teswecanf
indont
hei
nter
nett
hrough
whi
ch consumercan f
ind i
nfor
mat
ion and compar
e di
ff
erentt
ypes ofpr
oduct
s.
Consumer
scancompar
ethepr
icesandf
eat
uresofdi
ff
erentpr
oduct
sondi
ff
erent
websi
tesbef
oret
heygof
orabuy
.Byof
fer
ingt
hebenef
it
sli
ke3-
Dvi
ewandzoom v
iew
hel
ptheconsumer
sto makebet
terbuy
ingdeci
sion.Ther
ear
eso manywebsi
tes
t
hrough whi
ch we pur
chase di
ff
erentt
ypes pr
oduct
s as perourneeds such as
Amazon.
in,Fl
i
pkar
t.
com,My
ntr
a.com,Snapdeal
.
com,Jabong.
com,Homeshop18.
com,
Tat
acl
l
ic.
com,
Pepper
fry
.com,
Pay
tmmal
l
.com,
Nykaa.
com,
Fir
stcr
y.com,
1mg.
com.

 Amazon.
in

I
n2013“
Amazon.
in”wasl
aunchedi
nIndi
amar
ket
place.I
nit
ial
l
yamazonof
fer
edbooks,
mov
iesandt
elev
isi
onshowst
hani
texpandedt
oel
ect
roni
cs,mobi
l
es,accessor
ies,
babycar
e,comput
er,f
ashi
onandmor
einashor
tspanoft
ime.TheAmazongr
ocer
y
st
orepr
omi
sesnextdaydel
i
ver
yofgr
ocer
yandhousehol
dit
ems.Recent
lyi
thasal
so
l
aunchedi
tspr
imenowappf
orcust
omer
s.

 Fl
i
pkar
t.
com

I
nit
ial
l
yin2007f
li
pkar
tst
art
edasanonl
i
nebookst
orei
nBengal
uru.Wi
tht
hepassage
oft
imet
hiswebsi
tehasgr
ownasoneoft
hebi
ggestr
etai
l
ingcompanyi
nIndi
ast
art
ed
sel
l
ingcamer
as,comput
ers,l
apt
ops,st
ati
onar
y,andappl
i
anceset
c.I
thasi
ntr
oduced
v
ari
ousser
vicesl
i
kef
li
ght
sti
cketandmobi
l
erechar
gei
nit
sapp.
 My
ntr
a.com

Thi
se-
commer
cewebsi
tesel
l
sfashi
onpr
oduct
s.I
thast
iedupwi
thsomanyf
ashi
on
and l
i
fest
yle br
ands l
i
ke Puma,Adi
das,Ni
ke,Reebok,Lee,Wr
angl
er,Lev
is et
c.
Consumer
scanpur
chaset
hrought
hewebsi
teaswel
lasmobi
l
eapp.My
ntr
aal
soof
fer
s
f
oot
wear
,sungl
asses,wal
l
ets,bel
ts,beaut
ypr
oduct
s,phonecov
ersandmanymor
e.I
t
al
sopr
ovi
desel
ect
roni
cdev
icesl
i
keheadphones,Bl
uet
oot
hspeaker
s,homedecoret
c.
I
tpr
ovi
dessomanyopt
ionsofnat
ionalandi
nter
nat
ionalbr
andst
hati
ncl
udebot
h
budgetf
ri
endl
yandl
uxur
ypr
oduct
s.

 Jabong.
com

Thi
swebsi
tef
ulf
il
sthef
ashi
onneedsofmen,
womenandki
ds.I
thasawi
desect
ionof
pr
oduct
swhi
chi
ncl
udesf
oot
wear
,jewel
ry,appar
el,accessor
ieset
c.I
n2016Jabong
wasacqui
redbyFl
i
pkar
t.Recent
lyi
thasl
aunchedal
uxur
yst
orewhi
chf
ocuseson
pr
emi
um f
ashi
onandl
uxur
ybr
ands.

 Tat
acl
i
q.com

I
tpr
ovi
desomni
channelshoppi
ngexper
iencet
oconsumer
s.Omni
channelmeansa
mul
ti
channelappr
oach t
hatpr
ovi
desconsumer
sa seaml
essshoppi
ng exper
ience,
whet
hert
heymayshoponl
i
nef
rom l
apt
opormobi
l
e,byt
elephoneorphy
sical
l
yvi
sit
ing
ast
ore.I
tal
l
owscust
omer
stobuypr
oduct
sonl
i
neandal
sogi
veanopt
iont
oret
urnat
anyoft
hephy
sical
stor
esoft
hegr
oup.Apar
tfr
om f
ashi
onandl
i
fest
ylepr
oductTat
acl
i
q
cat
ert
oel
ect
roni
csandappl
i
ancest
hati
ncl
udesmar
tphones,
tabl
ets,
lapt
ops,
per
sonal
car
eandmor
e.

 Pepper
fry
.com

Pepper
fryi
soneoft
hepopul
arwebsi
tesi
nIndi
athatsel
l
sfur
nit
ureonl
i
ne.
Howev
er i
t
pr
ovi
desot
herpr
oductcat
egor
ieswhi
ch i
ncl
udeappl
i
ances,har
dwar
e& el
ect
ri
cal
,
cookwar
e,andl
i
ght
ingamongot
her
s.Thi
sonl
i
nef
urni
tur
est
oreal
sopr
ovi
desv
ari
eti
es
ofpay
mentopt
ionsi
ncl
udi
ngn-
costEMI
.Ital
sopr
ovi
desf
urni
tur
esi
nrenti
nsome
sel
ect
edci
ti
es.

 Pay
tmMal
l
.com

Pay
tmi
sthemostl
eadi
ngwebsi
tei
ndi
git
alwal
l
ets.Howev
er,
ithasmadei
tspr
esence
t
hatcanbef
elti
nthee-
commer
cear
ena.Pay
tm E-
commer
cePr
ivat
eli
mit
edownedt
his
consumershoppi
ng mar
ketpl
ace.I
twas l
aunched i
n 2007 whi
ch of
fer
svar
ious
cat
egor
iesoff
ashi
ons,
elect
roni
cs,
homef
urni
shi
ngsandconsumerdur
abl
es.

 Ny
kaa.
com

Thi
swebsi
tedeal
swi
thbeaut
yandwel
l
nesspr
oduct
s.I
tincl
udesmakeup,ski
ncar
e,
bat
handbody
,fr
agr
ance,
men’
spr
oduct
set
c.I
tcont
ains850makeupbr
andsi
nit
ssi
te
ofe-
commer
ce.I
tisapopul
aronest
epdest
inat
ionf
orshoppi
ngbr
andedper
sonalcar
e
pr
oduct
sincl
udi
nguni
l
ever
,P&G,L’
Oreal
,Par
achut
e,Khadi
,Hi
mal
aya,Bi
oti
queet
c.I
t
al
sopr
ovi
desexper
tadv
iceandconsul
tat
iont
hroughonl
i
nechat
.

 Fi
rst
cry
.com

I
tisanonl
i
neshoppi
ngsi
tef
orbabyandki
dspr
oduct
s.I
tcont
ainsov
er2t
housand
nat
ionalandnat
ionalandi
nter
nat
ionalbr
ands.I
tbr
ingst
hebestpr
oduct
sandbr
andsat
mostaf
for
dabl
epr
icel
i
kebabyandki
dscl
othes,f
oot
wear
,toy
s,books,babygearet
c.
Thi
sonl
i
nepor
tal
alsopr
ovi
desaspeci
alcat
egor
yfort
heneedsofnur
singmot
her
s.

 1mg.
com

Thi
sonl
i
newebsi
teal
sot
akescar
eofourheal
th.I
tpr
ovi
desev
eryki
ndofmedi
cines
andheal
thpr
oduct
sonl
i
ne.Peopl
ecanconsul
tdoct
orsandbookl
abt
est
sonl
i
ne
t
hrought
hissi
te.1mgal
soof
fer
shomesampl
ecol
l
ect
ionser
vice.
 CHAPTER:
IV
DATAANALYSI
SANDI
NTERPRETATI
ON
 Cr
onbach'
sAl
pha NofI
tems

.
621 24

4.
1Int
roduct
ion

Thi
s chapt
erexpl
i
cat
es t
he r
eact
ion ofr
espondentt
hrough t
abl
es and char
ts.I
n
addi
ti
oni
tenumer
atest
hegr
oupswhi
char
ecat
egor
izedbygender
,age,
income,
fact
or
af
fect
ingconsumerper
cept
ion,
etc.

4.
2Rel
i
abi
l
ityTest

Thi
spar
tcont
ainst
het
estofr
eli
abi
l
ityf
ort
hedat
arel
evantf
ort
het
est
ingofhy
pot
hesi
s.

TABLE-
4.2.
1:Rel
i
abi
l
ityTest

Sour
ce:
Dat
acompi
l
edi
nSPSS
Ther
eli
abi
l
ityv
aluei
ntheabov
etabl
eis0.
621.I
tisnear
ert
o0.
7.I
tcanbei
nfer
redt
hat
t
hedat
aisRel
i
abl
e.Sof
urt
heranal
ysi
scanbecar
ri
edout
.
Anal
ysi
sofi
mpactofdemogr
aphi
cfact
orsonpur
chasedeci
sionofbuy
ersi
ncaseof
onl
i
neshoppi
ng
1)Genderoft
heBuy
er:

Tabl
e:4.
3.1Repur
chasedeci
sionofconsumer*
GenderCr
osst
abul
ati
on

Gender Tot
al
Mal
e Femal
e
Repur
chase decion Yes
si 35 15 50
ofconsumer No 8 22 30
Tot
al 43 37 80
Sour
ce:
Dat
acompi
l
edi
nSPSS

Char
t:4.
3.1GenderandRepur
chasedeci
sionofconsumer
 Sour
ce:
Dat
acompi
l
edi
nSPSS

I
nter
pret
ati
on:Asev
identf
rom t
abl
eno4.
3.1,t
hemal
e:f
emal
ecomposi
ti
onoft
he
sampl
egr
oupi
s43.
37.Outoft
he43mal
erespondent
s35hadaposi
ti
ver
epur
chase
deci
si
onascompar
edt
oonl
y15outof37f
emal
erespondent
s.Thi
sshowst
hatmal
e
r
espondent
shav
ear
elat
ivel
yhi
gherpar
ti
cipat
ioni
nonl
i
neshoppi
ngascompar
edt
othe
f
emal
erespondent
s.

Tabl
e:4.
3.2Chi
-Squar
eTest
s

Val
ue Df Asy
mp.Si
g. ExactSi
g.(
2-ExactSi
g.(
1-
(
2-si
ded) si
ded) si
ded)
Pear
sonChi
-Squar
e 163a
14. 1 .
000
Cont
inui
tyCor
rect
ionb 12.
473 1 .
000
Li
kel
i
hoodRat
io 14.
572 1 .
000
Fi
sher
'sExactTest .
000 .
000
Li
near
-by
-Li
near
13.
986 1 .
000
Associ
ati
on
NofVal
i
dCases 80
Sour
ce:
Dat
acompi
l
edi
nSPSS
a.0cel
l
s(0.
0%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
edcounti
s
13.
88.
b.Comput
edonl
yfora2x2t
abl
e
Thet
abl
e4.
3.2summar
izest
heChi
-squar
eval
uef
ort
estofassoci
ati
onoft
hegenderof
t
hecust
omerwi
tht
hei
rrepur
chasedeci
sion.ForPear
sonChi
-squar
eval
ue(
1)=14.
163,
t
het
estwasf
oundt
obesi
gni
fi
cantwi
thp-
val
ueof0.
000.Thi
smeanst
her
eexi
stsa
si
gni
fi
cantassoci
ati
onbet
weent
hegender
soft
hecust
omerwi
tht
hatoft
hei
rpur
chase
deci
si
oni
nonl
i
neshoppi
ng.Thus,
theH0i
srej
ect
ed.
2)Ageoft
heBuy
er:

Tabl
e:4.
3.3AgeGr oup*
Repur
chasedeci
sionofconsumerCr osstabul
ati
on
Repurchasedecisi
onof Tot
al
consumer
yes No
below
20 4 24
25yrs
25-
35y
rs 27 6 33
AgeGr
oup
35-
45y
rs 2 10 12
abov
e
1 10 11
55y
rs
Tot
al 50 30 80
Sour
ce:
Dat
acompi
l
edi
nSPSS
Char
t:4.
3.2Agegr
oupandRepur
chasedeci
sionofconsumer

Sour
ce:
Dat
acompi
l
edi
nSPSS
Fr
om t
heanal
ysi
sitwasf
oundt
hatt
hey
oungerr
espondent
sbel
ongi
ngt
oageunder35
y
ear
s had a posi
ti
ver
esponse t
owar
ds onl
i
ne shoppi
ng.Outoft
he 50 posi
ti
ve
r
esponses,
47bel
ongedt
othi
sagegr
oup.Thi
sshowst
hatt
hey
oungercust
omer
shav
e
aposi
ti
ver
esponset
owar
dsonl
i
neshoppi
ngascompar
edt
othecust
omer
sofage
abov
e35y
ear
s.
 Tabl
e:4.
3.4Chi
-Squar
eTest
s
Val
ue Df Asy
mp. Si
g. (
2-
si
ded)
Pear
sonChi
-Squar
e 842a
33. 3 .
000
Li
kel
i
hoodRat
io 35.
415 3 .
000
Li
near
-by
-Li
nearAssoci
ati
on 26.
487 1 .
000
NofVal
i
dCases 80
Sour
ce:
Dat
acompi
l
edi
nSPSS
a.2cel
l
s(25.
0%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
edcounti
s
4.
13.

Thechi
-squar
eval
uef
orassoci
ati
onamongt
het
wov
ari
abl
eswasal
sof
oundt
obe
si
gni
fi
cant
,p=0.
000atdf
=3.Thust
her
eexi
stsar
elat
ionbet
weent
heagegr
oupoft
he
cust
omer
sandt
hei
rchoi
ceofmodef
orshoppi
ng.Hence,
theH0i
srej
ect
ed.

3)Occupat
ionoft
heBuy
er:

Tabl
e:4.
3.5Occupat
ionandRepur
chasedeci
sionofconsumerCr
osst
abul
ati
on
Count
Repur
chasedeci
sionofconsumerTot
al
Yes no
empl
oyee 33 11 44
busi
nessman 3 4 7
Occupat
ion sel
f-
empl
oyed 6 4 10
Homemaker 5 1 6
ot
her
s 3 10 13
Tot
al 50 30 80
Sour
ce:
Dat
acompi
l
edi
nSPSS
 Char
t:4.
3.3Occupat
ionandRepur
chasedeci
sionofconsumer

Sour
ce:
Dat
acompi
l
edi
nSPSS
I
nter
pret
ati
on:
The abov
etabl
e no.
4.3.
5 and t
he char
tshows t
hat
,outoft
he 50
r
espondent
swhopr
efer
redonl
i
neshoppi
ng,
33wer
eempl
oyees,
3busi
nessmen,
6wer
e
sel
f-
empl
oyed,
5wer
ehomemaker
s.Thusi
tcanbei
nfer
redt
hatt
hecust
omer
swor
king
as empl
oyees i
nvar
ious or
gani
zat
ion pr
efer
red onl
i
ne shoppi
ng ov
ert
radi
ti
onal
shoppi
ngmet
hods.Tot
estt
heassoci
ati
onoft
heoccupat
ionoft
hecust
omer
swi
th
t
hei
rpr
efer
enceofonl
i
neshoppi
ngchi
-squar
eval
uehasbeencal
cul
ated.

Tabl
e:4.
3.6Hy
pothesi
stest
ingofOccupati
onand
Repur
chasedecisi
onofconsumerChi-
SquareTests
Value df Asymp.Sig.(
2-
sided)

Pear
sonChi
-Squar
e 844a
13. 4 .
008

Li
kel
i
hoodRat
io 13.
892 4 .
008

Li
near
-by
-Li
nearAssoci
ati
on 7.
637 1 .
006

NofVal
i
dCases 80

Sour
ce:
Dat
acompi
l
edi
nSPSS

a.6cells(
60.0%)haveexpect
edcountl
esst
han5.Themi
nimum
expect
edcountis2.
25.

Asshowni
ntabl
e4.
3.6,t
heassoci
ati
onwasf
oundt
obesi
gni
fi
cantwi
thp-
val
ue0.
008
f
orchi
-squar
e=13.
844at4degr
eeoff
reedom.Hence,t
hehy
pot
hesi
sisr
eject
edandi
t
canbeconcl
udedt
hatt
heoccupat
ionoft
hecust
omer
shasani
mpactont
hepur
chase
deci
si
onoft
hebuy
ers.

4)I
ncomel
evel
oft
heBuy
er:

Table:
4.3.
7IncomeLev
elandRepur
chasedeci
sionofconsumer
Crosst
abulati
on

Count
Repurchase deci
si
on ofTot
al
consumer
Yes No
Upt
o1l akh 24 17 41
1-
2lakh 16 10 26
Income
2-
3lakh 3 1 4
Level
3-
4lakh 6 2 8
morethan4lakh 1 0 1
Tot
al 50 30 80

Char
t:4.
3.4.I
ncomeLev
elandRepur
chasedeci
sionofconsumer

Sour
ce:
Dat
acompi
l
edi
nSPSS
Theabov
echar
trepr
esent
sthedat
afr
om t
abl
e4.
3.7,
whi
chshowst
her
esponsesoft
he
consumer
sinr
espectoft
hei
ncomegr
oupt
owhi
cht
heybel
ong.Asi
tcanbeseent
hat
al
lthei
ncomegr
oupshav
ear
elat
ivel
ysi
mil
arpr
efer
encef
oronl
i
nepur
chase.
Tabl
e:4.
3.8Chi
-Squar
eTest
s
Val
ue df Asymp.Si g.
(2-
sided)

Pear
sonChi
-Squar
e 685a
1. 4 .
793
Li
kel
i
hoodRat
io 2.
071 4 .
723
Li
near-
by-
Linear
1.
417 1 .
234
Associ
ati
on
NofVal
i
dCases 80
a.5cel
l
s(50.0%)hav
eexpectedcountl
esst
han5.The
mini
mum expect
edcounti
s.38.
Sour
ce:
Dat
acompi
l
edi
nSPSS

Thechi
-squar
eval
ue=1.
685wasal
sof
oundt
obei
nsi
gni
fi
cantatp-
val
ue=0.
793wi
th4
degr
eeoff
reedom.Thusi
tcanbei
nfer
redt
hatt
her
eisnor
elat
ionbet
weent
hei
ncome
gr
oupoft
hei
ndi
vi
dual
sandt
hei
rpur
chasedeci
sion.

5)Mar
it
alSt
atusofBuy
er:

Table:
4.3.
9Mari
tal
Stat
us*Repur
chasedeci
sionofconsumer
Crosst
abul
ati
on

Count
Repurchase deci
si
on ofTot
al
consumer
Yes no
Marital marr
ied 26 18 44
Status unmarr
ied 24 12 36
Total 50 30 80
Sour
ce:
Datacompi l
edi
nSPSS

4.
3.5.Mar
it
alSt
atus*Repur
chasedeci
sionofconsumerCr
osst
abul
ati
on
Sour
ce:
Dat
acompi
l
edi
nSPSS

Tabl
e:4.
3.10Chi
-Squar
eTest
s

Val
ue Df Asymp. Sig.ExactSi
g.(
2-ExactSi
g.(
1-
(2-
sided) si
ded) si
ded)

Pear
sonChi
-Squar
e 485a
. 1 .
486
Cont
inui
tyCor
rect
ionb .
215 1 .
642
Li
kel
i
hoodRat
io .
487 1 .
485
Fi
sher
'sExactTest .
643 .
322
Li
near-
by-
Linear
.
479 1 .
489
Associ
ati
on
NofVal
i
dCases 80
a.0cell
s( 0.
0%)haveexpectedcountl
esst
han5.Themi
nimum expect
edcounti
s
13.
50.
b.Computedonl
yfora2x2table
Fr
om t
hedat
ashowni
ntabl
e4.
3.9,t
hemar
ri
edr
espondent
scompr
isedof26and
unmar
ri
edcompr
isedof24outoft
he50posi
ti
ver
esponseswhi
chi
sal
mostequali
n
bot
hthegr
oups.Thi
sdepi
ctst
hatt
hemar
it
alst
atusdoesnothav
eani
mpactont
he
pur
chasedeci
si
onoft
hebuy
er.

Thechi
-sqaur
etestshowni
ntabl
e4.
3.10hadachi
-squar
eval
ue0.
485whi
chwasal
so
f
oundt
obei
nsi
gni
fi
cantatp-
val
ue0.
643whi
chi
slesst
hant
hedesi
redv
aluei
.e.0.
05.

6)Qual
i
ficat
ionoft
heBuy
er:

Quali
fi
cat
ion*Repurchasedeci sionofconsumerCrosstabulat
ion
Count
Repurchase decision ofTotal
consumer
yes no
Schooling 10 5 15
I
ntermedi ate 13 3 16
Under-graduation 9 7 16
Quali
fi
cat
ion PostGr aduation 12 4 16
Professional
4 5 9
Degree
Others 2 6 8
Total 50 30 80
Source:
Dat acompi ledinSPSS
Sour
ce:
Dat
acompi
l
edi
nSPSS
Chi
-Squar
eTest
s
Val
ue df Asy
mp. Si
g. (
2-
si
ded)
Pear
sonChi
-Squar
e 896a
9. 5 .
078
Li
kel
i
hoodRat
io 10.
025 5 .
075
Li
near
-by
-Li
nearAssoci
ati
on 4.
469 1 .
035
NofVal
i
dCases 80
a.2cel
l
s(16.
7%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
edcounti
s
3.
00.

Thet
abl
eshowst
hatoutof15schoolgr
aduat
es10,outof16i
nter
medi
ates13,outof
16under
-gr
aduat
es9,outof16post
-gr
aduat
es12,andoutof9pr
ofessi
onaldegr
ee
hol
der
s4r
espondedposi
ti
vel
y.Thi
sshowst
hati
rr
espect
iveoft
hei
rqual
i
ficat
iona
maj
ori
ty50r
espondent
shadaf
avour
abl
eresponset
owar
dsonl
i
neshoppi
ng.t
hechi
-
squar
eval
uef
ort
het
estar
ri
vedat9.
896wi
thap-
val
ue=0.
078whi
chi
sinsi
gni
fi
cantat
95%conf
idencel
evel
.Hencet
heH0i
srej
ect
ed.

4.
4Anal
ysi
sofpr
efer
enceofconsumer
stowar
dsv
ari
eti
esofpr
oductl
i
neav
ail
abl
e
onl
i
ne

Pr
oductPr
efer
red
Fr
equency Per
cent Val
i
dPer
centCumul
ati
ve
Per
cent
Gar
ment
s 19 23.
8 23.
8 23.
8
Gr
ocer
ies 20 25.
0 25.
0 48.
8
Ci
nema/
ent
ert
ainment
4 5.
0 5.
0 53.
8
Ti
cket
s
t
icket
sTr
ain/
fl
ight 3 3.
8 3.
8 57.
5
Home-
fur
nishi
ngs 7 8.
8 8.
8 66.
3
Val
i
d
Beaut
y & heal
th
10 12.
5 12.
5 78.
8
Pr
oduct
s
El
ect
roni
cs 9 11.
3 11.
3 90.
0
Books 7 8.
8 8.
8 98.
8
Ot
her
s 1 1.
3 1.
3 100.
0
Tot
al 80 100.
0 100.
0
Theabov
etabl
eshowst
hepr
oductpr
efer
enceofconsumer
spur
chasi
ngonl
i
ne.Fr
om
t
hechar
titi
sev
identt
hatal
argeshar
eofconsumer
si.
e.48percentpr
efer
sgar
ment
s
and gr
ocer
iesov
erot
herpr
oduct
sav
ail
abl
eonl
i
nef
oll
owed bybeaut
yand heal
th
pr
oduct
swi
thademandof12.
5%andel
ect
roni
cit
emsat11.
3%.

4.
5Anal
ysi
soff
act
orsi
nfl
uenci
ngt
her
elat
ivepr
e-pur
chase,on-
pur
chaseandpost
-
pur
chasesat
isf
act
ionl
evel
ofconsumer
sincaseofOnl
i
neshoppi
ng

Pr
e-Pur
chasedeci
sion

Fr
equency Per
cen Val
i
dPer
cent Cumul
ati
ve
t Per
cent
Val
i
d
Pr
ice and qual
i
tyoft
he
20 25.
0 25.
0 25.
0
pr
oduct

wi
der
angeofopt
ion 18 22.
5 22.
5 47.
5
t
imesav
ing 19 23.
8 23.
8 71.
3
 userr
ati
ngandr
evi
ew 8 10.
0 10.
0 81.
3
Av
ail
abi
l
ityofl
atesti
tems 5 6.
3 6.
3 87.
5
Easy pol
i
cies and
5 6.
3 6.
3 93.
8
condi
ti
on
I
tems t
hat cannot be
5 6.
3 6.
3 100.
0
pur
chaseof
fl
ine
Tot
al 80 100.
0 100.
0

Sour
ce:
Dat
acompi
l
edi
nSPSSs
I
NTERPRETATI
ON:t
het
abl
eshowst
hatt
her
espondent
shav
egi
vent
hehi
ghest22.
5%
agr
eedpr
iceandqual
i
tyandt
heamountoft
imet
hatwi
l
lbesav
edaf
fect
sthei
rdeci
sion
bef
orebuy
ingapr
oductonl
i
ne,f
oll
owedbyt
heav
ail
abi
l
ityofl
argernumberofopt
ions
f
ort
hepr
oduct
stheyar
elooki
ngf
or.

On-
Pur
chasedeci
sion

Fr
equency Per
cent

Val
i
d Del
i
ver
yper
iod 29 36.
3

Secur
it
yofpay
ment 11 13.
8
 Lowt
ransact
ioncost 24 30.
0

Av
ail
abi
l
ityofi
tems 16 20.
0

Tot
al 80 100.
0

I
NTERPRETATI
ON:Thest
udyconf
ir
mst
hatoutof80r
espondent
s,29r
espondent
s
consi
dert
hedel
i
ver
yper
iod,24r
espondent
slookf
orl
owt
ransact
ioncostandt
her
est
oft
he27r
espondent
sconsi
der
edt
heav
ail
abi
l
ityofi
temsandt
het
ransact
ioncostof
t
hepr
oduct
stobepur
chasedonl
i
ne.

Sour
ce:
Dat
acompi
l
edi
nSPSS
Post
-Pur
chaseDeci
sion

Fr
equenc Per
cent Val
i
d Cumul
ati
ve
y Per
cent Per
cent

Warrant
y of af
ter
12 15.
0 15.
0 15.
0
sal
esservi
ce

Tr
ustofr
etai
l
er 11 13.
8 13.
8 28.
8

Easyr
etur
npol
i
cies 11 13.
8 13.
8 42.
5

Posi
ti
ve f
eedback
14 17.
5 17.
5 60.
0
d andsuppor
Val
i t

I
nfor
mat
ion about
9 11.
3 11.
3 71.
3
newpr
oduct
s

Subscr
ipt
ion as
23 28.
8 28.
8 100.
0
pr
emi
um cust
omer

Tot
al 80 100.
0 100.
0
I
NTERPRETATI
ON:Thest
udyofpostpur
chasebehav
ioroft
heconsumer
sshowst
hat
28.
8per
centconsumer
sconsi
dert
hesubscr
ipt
ionaspr
emi
um cust
omer
.Secondl
y,t
he
cust
omer
sar
eaf
fect
edbyt
hef
eedbackandsuppor
tfr
om t
her
etai
l
er.Thet
rustand
easyr
etur
n pol
i
cies r
anked t
hir
dint
he or
derofconsi
der
ati
on on behal
foft
he
consumer
s.

Sour
ce:
Dat
acompi
l
edi
nSPSS

4.
6Anal
ysi
soft
hef
act
orsi
nfl
uenci
ngconsumerdeci
sioni
nonl
i
neshoppi
ng

Fact
or:
highpr
oductqual
i
ty

Fr
equenc Per
cent Val
id Cumulat
ive
y Per
cent Per
cent

Val
i
d st
rongl
yagr
ee 15 18.
8 18.
8 18.
8

agr
ee 26 32.
5 32.
5 51.
3

neut
ral 17 21.
3 21.
3 72.
5
 di
sagr
ee 11 13.
8 13.
8 86.
3

st
rongly
11 13.
8 13.
8 100.
0
di
sagree

Tot
al 80 100.
0 100.
0

Sour
ce:
Dat
acompi
l
edi
nSPSS

Chi
-Squar
eTest
s
Val
ue df Asymp. Si
g. (
2-
si
ded)
Pear
sonChi-
Squar
e 575a
26. 4 .
000
Li
kel
ihoodRat
io 27.
630 4 .
000

Li
near
-by
-Li
nearAssoci
ati
on 21.
164 1 .
000

NofVali
dCases 80
a.2cel
l
s(20.
0%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
edcounti
s3.
75.

I
ntheabov
etabl
e80r
espondent
shav
egi
vent
hei
rremar
ksont
hei
rassumpt
ionbei
ng
hi
ghpr
oductqual
i
tybei
ngamat
terofconsi
der
ati
onf
orpr
efer
ri
ngonl
i
neshoppi
ng.Out
of80r
espondent
s15st
rongl
yagr
eedand26agr
eedov
ert
hef
actt
hatt
hequal
i
tyof
goods and ser
vices pr
ovi
ded i
n onl
i
ne shoppi
ng af
fect
sthei
rsel
ect
ion ofonl
i
ne
shoppi
ngov
ert
radi
ti
onshoppi
ngmet
hods.
.

Thechi
-squar
eval
ue26.
575at4degr
eeoff
reedom wasal
sof
oundt
obesi
gni
fi
cantat
0.
05l
evel
.Thus,i
tcanbei
nfer
redt
hatt
hequal
i
tyofpr
oduct
sav
ail
abl
eonl
i
neaf
fect
s
t
hebuy
ers’
deci
si
on.

Fact
or:
signi
fi
cantdi
scountandsav
ingsonpur
chase

Fr
equenc Per
cent Val
id Cumulat
ive
y Per
cent Per
cent

st
rongl
yagr
ee 17 21.
3 21.
3 21.
3

Agr
ee 25 31.
3 31.
3 52.
5

Neut
ral 15 18.
8 18.
8 71.
3
Val
i
d Di
sagr
ee 12 15.
0 15.
0 86.
3

st
rongly
11 13.
8 13.
8 100.
0
di
sagree

Tot
al 80 100.
0 100.
0
 Chi
-Squar
eTest
s
Val
ue df Asymp.Si
g.(
2
-
sided)
PearsonChi-Square 11.095a 4 .
026
Li
keli
hoodRat io 12.249 4 .
016
Li
near-by-
Linear
9.886 1 .002
Associat
ion
NofVal i
dCases 80
a.2 cells( 20.0%)hav e expect
ed countl
ess than 5.The
mini
mum expect edcounti
s4.13.

Theabov
etabl
eand char
tdepi
ctst
hei
mpactofpr
omot
ionalschemeson onl
i
ne
pur
chasebyt
her
espondent
s.I
thasbeencl
ear
lyobser
vedt
hatoutof80r
espondent
s
17r
espondent
s st
rongl
yagr
eeand25agr
eewi
tht
hest
atementt
hatdi
scountand
pr
omot
ional
schemesi
nfl
uencest
hepur
chasei
ntent
ionoft
her
espondent
s.
Thet
abl
eval
uechi
-squar
eforassoci
ati
onofpr
omot
ionalschemesanddi
scount
son
t
hepur
chasedeci
si
onoft
hebuy
erswasf
oundt
obe11.
095whi
chi
ssi
gni
fi
cantat0.
05
l
evel
.Thusi
tcanbeconcl
udedt
hatpr
omot
ionalschemesandsav
ingst
her
eonaf
fect
s
t
hebuy
ers’
deci
si
ononr
epur
chase.Hence,
theH0i
srej
ect
ed.

Fact
or:
Qui
ckdel
i
ver
y

Fr
equency Per
cent Val
i
dPer
centCumulat
ive
Per
cent

st
rongl
yagr
ee 12 15.
0 15.
0 15.
0

Agr
ee 20 25.
0 25.
0 40.
0

Neut
ral 17 21.
3 21.
3 61.
3
Val
i
d
Di
sagr
ee 25 31.
3 31.
3 92.
5

st
rongl
ydi
sagr
ee 6 7.
5 7.
5 100.
0

Tot
al 80 100.
0 100.
0

Theabov
etabl
esi
gni
fi
est
her
esponsesoft
he80r
espondent
soutofwhi
ch15hav
e
st
rongl
yagr
eedand25hav
eagr
eedt
othef
actt
hatt
het
imeofdel
i
ver
yhasani
mpact
ov
ert
hedeci
si
on oft
hebuy
er.Cummul
ati
vel
ytheycompr
iseof40% oft
het
otal
r
espondent
sunderst
udy
.

+
Chi
-Squar
eTest
s
Val
ue df Asy
mp.Si
g.(
2-
si
ded)
Pear
sonChi
-Squar
e 554a
9. 4 .
049
Li
kel
i
hoodRat
io 10.
361 4 .
035
Li
near
-by
-Li
near
6.
589 1 .
010
Associ
ati
on
NofVal
i
dCases 80
a.2 cel
l
s(20.
0%)hav
e expect
ed countl
ess t
han 5.The
mi
nimum expect
edcounti
s3.
00.

Si
ncet
hep-
val
ue(
0.049)wi
thchi
-squar
eval
ueat9.
554atdf
=4,
isst
ati
sti
cal
l
ysi
gni
fi
cant
at5% l
evel
,theH0 i
srej
ect
ed.I
tcanbet
husi
nfer
redt
hatqui
cknessofdel
i
ver
yasa
f
act
or,
inf
luencest
heconsumer
s’deci
siondur
ingonl
i
neshoppi
ng.

Fact
or:
Compar
abl
epr
ices

Fr
equencyPer
cent Val
i
d Cumul
ati
ve
Per
cent Per
cent

Val
i
d st
rongl
yagr
ee 12 15.
0 15.
0 15.
0

agr
ee 32 40.
0 40.
0 55.
0

neut
ral 11 13.
8 13.
8 68.
8

di
sagr
ee 16 20.
0 20.
0 88.
8

st
rongl
y
9 11.
3 11.
3 100.
0
di
sagr
ee
 Tot
al 80 100.
0 100.
0

Chi
-Squar
eTest
s
Val
ue df Asymp. Si
g. (
2-
si
ded)

Pear
sonChi
-Squar
e 512a
10. 4 .
033
Li
kel
i
hoodRat
io 10.
496 4 .
033

Li
near
-by
-Li
nearAssoci
ati
on 5.
324 1 .
021

NofVal
i
dCases 80
a.2cell
s( 20.
0%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
ed
counti
s3.00.

Sour
ce:
Dat
acompi
l
edi
nSPSS

Fr
om t
het
abl
eno.i
tcanbei
nfer
redt
hatsi
gni
fi
cant55% oft
he80r
espondent
sfel
t
compar
abi
l
ityofpr
icesofpr
oduct
sandser
vicesav
ail
abl
eonl
i
neast
hei
rsel
ect
ion
cr
it
eri
aaf
fect
sthei
rdeci
sionandpr
oductchoi
ce.Thet
estst
ati
sti
csf
ort
hef
act
orhas
al
sobeenf
oundsi
gni
fi
cantatp=0.
033wi
tht
abl
eval
ueofchi
-squar
e10.
512wi
thdf
=4.
Hence,t
heH0 i
srej
ect
edandi
tcanbepr
esumedt
hatt
hecompar
abi
l
ityofpr
icesof
pr
oduct
saf
fect
sthebuy
ers’
deci
siondur
ingonl
i
neshoppi
ng.

Fact
or:
Avai
l
abi
l
ityofbr
andedpr
oduct

Fr
equency Per
cent Val
i
dPer
cent Cumulat
ive
Per
cent

st
rongl
yagr
ee 18 22.
5 22.
5 22.
5

agr
ee 25 31.
3 31.
3 53.
8

neut
ral 19 23.
8 23.
8 77.
5
Val
i
d
di
sagr
ee 11 13.
8 13.
8 91.
3

st
rongl
ydi
sagr
ee 7 8.
8 8.
8 100.
0

Tot
al 80 100.
0 100.
0

Sour
ce:
Dat
acompi
l
edi
nSPSS

Chi
-Squar
eTest
s
Val
ue df Asymp. Si
g. (
2-
si
ded)

Pear
sonChi
-Squar
e 575a
26. 4 .
000
Li
kel
i
hoodRat
io 27.
630 4 .
000

Li
near
-by
-Li
nearAssoci
ati
on 21.
164 1 .
000

NofVal
i
dCases 80
a.2cel
ls(
20.
0%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
ed
counti
s3.
75.

Sour
ce:
Dat
acompi
l
edi
nSPSS

Fr
om t
het
abl
eiti
sev
identt
hat53.
8per
centofr
espondent
sbel
i
evedt
hatonl
i
ne
shoppi
nghasanadv
ant
ageofav
ail
abi
l
ityofl
argev
ari
etyofbr
andedpr
oduct
sthatmay
notav
ail
edof
fl
ine.

Thechi
-sqaur
eval
ueofassoci
ati
onbet
weent
hef
act
orandt
heconsumer
s’pur
chase
deci
si
onwassi
gni
fi
cantwi
thp-
val
ue0.
000f
ort
abl
eval
ueofchi
-sqaur
eat26.
575.t
hus
t
heH0 i
srej
ect
edandi
tcanbei
nfer
redt
hatt
hehi
ghqual
i
tyofgoodsandser
vices
av
ail
abl
eonl
i
nehasaposi
ti
vei
mpactont
hechoi
ceofconsumer
s.Thi
shasbeen
subst
ant
iat
edi
nthef
igur
ebel
ow.

Sour
ce:
Dat
acompi
l
edi
nSPSS

Fact
or:
Avai
l
abi
l
ityofmor
eopt
ions
Fr
equency Per
cent Val
i
dPer
centCumul
ati
ve
Per
cent
st
rongl
yagr
ee 13 16.
3 16.
3 16.
3
agr
ee 25 31.
3 31.
3 47.
5
neut
ral 17 21.
3 21.
3 68.
8
Val
i
d
di
sagr
ee 18 22.
5 22.
5 91.
3
st
rongl
ydi
sagr
ee 7 8.
8 8.
8 100.
0
Tot
al 80 100.
0 100.
0
Sour
ce:
Dat
acompi
l
edi
nSPSS

Sour
ce:
Dat
acompi
l
edi
nSPSS

Theabov
etabl
eandchar
tdepi
ctst
hatoutof80r
espondent
s,47.
5per
centhav
eagr
eed
ov
ert
hef
actt
hatav
ail
abi
l
ityofmor
eopt
ionst
hant
radi
ti
onal
out
let
saf
fect
sthei
rbuy
ing
deci
si
ondur
ingashoppi
ngdi
ssi
pat
ion.

Chi
-Squar
eTest
s
Val
ue df Asymp. Si
g. (
2-
si
ded)
Pear
sonChi
-Squar
e 471a
9. 4 .
050
Li
kel
i
hoodRat
io 10.
212 4 .
037

Li
near
-by
-Li
nearAssoci
ati
on 1.
805 1 .
179

NofVal
i
dCases 80
a.3cel
l
s(30.
0%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
edcounti
s
2.
63.

Theabov
etabl
esummar
isest
hechi
-squar
eval
ueof9.
471wi
thdf
=4wasf
oundt
obe
si
gni
fi
cant
,p=0.
050at95%conf
idencel
evel
.Hence,t
henul
lhy
pot
hesi
sisr
eject
edand
i
tcanbepr
esumedt
hatav
ail
abi
l
ityofmor
eopt
ionst
hant
radi
ti
onalout
let
saf
fect
sthe
deci
si
onofbuy
ersdur
ingshoppi
ng.

Fact
or:
Assur
anceaboutwhaty
our
ecei
ved
Fr
equency Per
cent Val
i
dPer
centCumul
ati
ve
Per
cent
st
rongl
yagr
ee 9 11.
3 11.
3 11.
3
agr
ee 20 25.
0 25.
0 36.
3
neut
ral 26 32.
5 32.
5 68.
8
Val
i
d
di
sagr
ee 15 18.
8 18.
8 87.
5
st
rongl
ydi
sagr
ee 10 12.
5 12.
5 100.
0
Tot
al 80 100.
0 100.
0

Sour
ce:
Dat
acompi
l
edi
nSPSS

Sour
ce:
Dat
acompi
l
edi
nSPSS

Theanal
ysi
sshowst
hatcumul
ati
vel
y62.
5per
centr
espondent
sper
cei
vedposi
ti
vel
y
assur
edt
owar
dswhatt
heyr
ecei
vet
hroughonl
i
neshoppi
ng.Howev
er,20per
centst
il
l
bel
i
evedt
hatt
heyar
eunsur
eaboutt
hepr
oductt
hatwi
l
lbeact
ual
l
yrecei
ved t
hrough
onl
i
neshoppi
ng.

Chi
-Squar
eTest
s
Val
ue df Asy
mp. Si
g. (
2-
si
ded)
Pear
sonChi
-Squar
e 371a
22. 4 .
000
Li
kel
i
hoodRat
io 23.
923 4 .
000
Li
near
-by
-Li
nearAssoci
ati
on 20.
319 1 .
000
NofVal
i
dCases 80
a.2cel
l
s(20.
0%)hav
eexpect
edcountl
esst
han5.Themi
nimum expect
edcounti
s
3.
38.
Sour
ce:
Dat
acompi
l
edi
nSPSS

Pr
obl
em f
aceddur
ingshoppi
ng
Fr
equenc Per
cent Val
i
d Cumul
ati
ve
y Per
cent Per
cent
Val
i
d PoorDel
i
ver
ySy
stem 20 25.
0 25.
0 25.
0
Recei
ved Damage Or
11 13.
8 13.
8 38.
8
WrongGoods
Di
ff
icul
tyI
nRet
urn 9 11.
3 11.
3 50.
0
Poor Cust
omer
10 12.
5 12.
5 62.
5
Suppor
t
Pr
oductGuar
antee Or
17 21.
3 21.
3 83.
8
Warr
ant
yNotAssured
 Compl
ex Pr
ocess Of
3 3.
8 3.
8 87.
5
Pay
ment
Ot
her
s 10 12.
5 12.
5 100.
0
Tot
al 80 100.
0 100.
0

Sour
ce:
Dat
acompi
l
edi
nSPSS

Sour
ce:
Dat
acompi
l
edi
nSPSS
Theabov
etabl
esummar
izest
hepr
obl
emsf
acedbyt
heconsumer
sint
heopi
nionoft
he
r
espondent
s.Outof80r
espondent
s25per
centv
otedagai
nstpoordel
i
ver
ysy
stem of
onl
i
ner
etai
l
ers.21.
3per
centpr
esumedt
hatt
her
eisnoassur
anceont
heguar
ant
eeor
war
rant
yoft
hepr
oduct
srecei
vedonl
i
ne.11outof80r
espondent
srecei
veddamaged
orwr
onggoods.Fur
ther
,10v
otedagai
nstt
hecust
omersuppor
tpr
ovi
dedbyt
hesee-
t
rai
l
ers.Thus,t
hedel
i
ver
ysy
stem,guar
ant
eeand war
rant
yredempt
ion,t
hecheck
sy
stem t
oensur
ethepr
oductsentt
ocust
omer
saccor
dingt
othei
ror
der
,andt
he
cust
omersuppor
trequi
resi
mpr
ovement
.
4.
3Summar
y:

I
nthi
schapt
er,basi
cal
l
yal
lther
esponsecol
l
ect
edwer
eanal
ysed.Fort
his,di
ff
erent
t
abl
esandf
igur
espr
epar
edt
opr
esentt
hedat
a.I
naddi
ti
onChi
-squar
etestappl
i
edt
o
st
udy associ
ati
on bet
ween v
ari
abl
es.The Age,Gender
,Income et
c.ar
e hav
ing
si
gni
fi
cantassoci
ati
onwi
tht
heconsumerbehav
ior
.Howev
er,t
her
ear
eot
herf
act
ors
l
i
kemar
it
alst
atusdoesnothav
eanyassoci
ati
onbet
weenconsumer
s’per
cept
ion.

CHAPTER:
V
SUMMARYOFFI
NDI
NGS,
SUGGESTI
ONSANDCONCLUSI
ONS
5.
1Fi
ndi
ngsofTheSt
udy
:

A det
ail
ed anal
ysi
s ofal
lthe poi
nts and f
act
s col
l
ect
ed t
hrough wel
l
-st
ruct
ured
quest
ionnai
reandanal
yzedt
hroughv
ari
ousst
ati
sti
calt
echni
quesaf
termaki
ngdue
r
esear
cht
hest
udyr
eveal
sthef
oll
owi
ngf
indi
ngs:

 Wi
thr
egar
dtot
hebuy
ingdeci
sionsoft
her
espondent
sandt
hei
rper
cept
iont
owar
ds
onl
i
neshoppi
ngbasedonGender
,age,andoccupat
ionoft
hebuy
ers.Mal
eshav
ea
hi
gherr
esponset
owar
dsonl
i
neshoppi
ngascompar
edt
ofemal
erespondent
s.Out
ofasampl
esi
zeof42mal
erespondent35mal
ehav
eshownaposi
ti
ver
esponse,
wher
eas15outof37f
emal
erespondent
shav
eaposi
ti
veat
ti
tudet
owar
dsonl
i
ne
buy
ing.

 I
twas f
ound t
hatt
her
eis a si
gni
fi
cantassoci
ati
on bet
ween t
he gender
s of
r
espondent
swi
tht
hatoft
hei
rpur
chasedeci
si
on.Al
so,I
tyoungerr
espondent
shav
e
aposi
ti
vei
nfl
uenceascompar
edt
otheagedones.I
tdenot
est
hey
ounggener
ati
on
consumer
sar
epr
efer
ri
ngt
heonl
i
nemar
ket
ing,maybebecauseoff
ashi
onabl
eand
t
rendyi
tems.

 I
nter
msofpr
ofessi
on,i
twasanal
yzedt
hatonl
i
neshoppi
nghav
eadeepi
nfl
uence
onpr
ofessi
onal
sascompar
edbusi
nessmen,
sel
f-
empl
oyedandhomemaker
s.33out
 of50r
espondent
swhower
eempl
oyeehav
eshownaposi
ti
ver
esponset
owar
ds
onl
i
neshoppi
ng.

 Al
lthei
ncomegr
oupshav
ear
elat
ivel
ysi
mil
arpr
efer
encef
oronl
i
neshoppi
ng.As
t
her
eisnoassoci
ati
onbet
weeni
ncomegr
oupandpur
chasedeci
sion.

 Fur
thert
hest
udycoul
dnotf
indsi
gni
fi
cantassoci
ati
onbet
weenmar
it
alst
atusand
pur
chasedeci
si
on.

 Howev
er,t
hequal
i
tyofpr
oducthasposi
ti
vei
mpactonpur
chasedeci
sionoft
he
r
espondent
s.

 Amongt
hepr
obl
emswi
thr
espectt
oonl
i
neshoppi
ngt
hemaj
orpr
obl
em f
oundi
n
t
ermsofpoordel
i
ver
y,compl
expay
mentmechani
sm andcondi
ti
onst
ermf
orr
etur
n
ofpr
oduct
set
c.

5.
2Suggest
ions:
Thest
udyt
ri
edt
oexpl
oret
hepr
obl
emsandpr
ospect
sinonl
i
neshoppi
ng.I
nthi
s
cont
ext
,the st
udyev
aluat
ed t
he per
cept
ion ofdi
ff
erentgr
oups ofconsumer
sin
Br
ajar
ajnagar
,Odi
sha.Af
termaki
ngi
n-dept
hst
udy
,itwasf
oundt
hat
,thought
hee-
commer
cemar
keti
nIndi
ahasgr
ownr
api
dlyi
nlastdecade.St
il
l,
theawar
enessl
eveli
n
r
uralar
easar
enotequi
val
entwi
thur
banar
ea.Thesel
l
ershav
etoupgr
adet
hei
rpr
oduct
asqui
ckaspossi
blet
okeepapacewi
tht
hechangi
ngdemands.Al
sot
hepay
ment
mechani
sm shoul
dbesi
mpl
i
fiedwi
theasyr
etur
npol
i
cy.Nowaday
smanye-
commer
ce
compani
eshav
esi
mpl
i
fiedt
hei
rret
urnpol
i
cyt
omakei
tconv
eni
entf
ort
hecust
omer
s.

5.
3Concl
usi
on:
The pr
imar
yobj
ect
ive oft
he pr
esentst
udywas t
o under
stand t
he per
cept
ion of
consumer
stowar
dst
hee-
commer
cesegmenti
nIndi
awi
thaspeci
alr
efer
encet
o
Br
ajanagar
,Odi
sha.Thest
udycol
l
ect
ed t
her
esponseoft
heconsumer
scol
l
ect
ed
t
hrought
hest
ruct
uredquest
ionnai
re.Thest
udyconcl
udedt
hatt
hev
ari
ety
,gender
gr
oupsi
gni
fi
cant
lyaf
fect
sthebuy
ingbehav
iorofconsumer
s.Howev
er,t
hechoi
cesof
consumer
sdr
ivenbyagel
evel
,pr
ofessi
on,qual
i
tyoft
hepr
oduct
s.I
naddi
ti
on,t
he
mar
it
alst
atusdoesnotaf
fectt
hebehav
ior
.Ast
heBr
ajar
ajnagarci
tyi
nOdi
shai
soneof
t
heemer
gingci
tyi
nWest
ernOdi
sha,t
her
eishugescopef
ore-
commer
cemar
ket
.The
speci
alt
ypecampai
gni
ngcanbemadet
opr
omot
ee-
commer
cebusi
nessi
nthi
sar
ea.

5.
4Scopef
orf
urt
herResear
ch:

Thepr
esentst
udywi
l
lcont
ri
but
esi
gni
fi
cant
lyt
otheexi
sti
ngl
i
ter
atur
e,howev
ert
her
e
ar
emanyl
i
mit
ati
onswhi
chcanbedeal
twi
thi
nfut
urest
udi
es.Suchasmor
est
udi
es
canbeconduct
edi
not
herci
ti
esoft
heSt
ateandatt
hecount
ryl
evelal
so.Manyot
her
v
ari
abl
escanbeadded.Thesampl
esi
zecanal
sobei
ncr
easedt
oder
ivemor
eaccur
ate
per
cept
ion.

BI
BILOGRAPHY

Ki
yi
ci
,M.
,(2012)
.Int
ernetShoppi
ngBehav
iorOfCol
l
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