Chapter IV

Chapter - IV
Data Analysis and Interpretation
4.1 Introduction to Data Analysis and Interpretation
In the previous chapter, the researcher has discussed the methodology adopted
for the analysis of primary data. The primary data collected from the respondents
through structured questionnaires are analyzed and interpreted by using suitable
statistical methods and tools. In this chapter, the data analysis and interpretation of
primary data is divided into two main parts. The first part of the analysis deals with
Descriptive Analysis and the second part deals with Inferential Analysis.
4.2 Descriptive Analysis
Descriptive Analysis is the first step in the statistical analysis of primary data.
It gives an idea about the distribution of data, frequency of data and other basic
information related to respondents. Descriptive analysis is a summary statistic that
quantitively describes various features from collected data. It aims at summarizing a
sample rather than analyzing data to draw a conclusion about the entire population.
Descriptive analysis is the simplest mode of research. It helps to understand the basic
features of samples. Percentage, Frequency, Mean, Standard Deviation and Bar chart
has been used for descriptive analysis. The researcher has depicted descriptive
analysis as under :
4.2.1 Demographic Profile
This part of the descriptive data analysis consists of demoFigureic information

about the respondents. It includes place of resident, age, gender, family type, monthly
income, educational qualification and occupation. The primary data collected from
the Plaghar district has been analysed and interpreted as under
4.2.1.1 Taluka Wise Respondents
The researcher had collected primary data through a questionnaire distributed

in all talukas from the Palghar district. The following table shows the number of
responses received from each taluka of the Palghar district.
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Table 4.1
Taluka wise respondents
Taluka Frequency Percent
Palghar 157 23.2
Dahanu 85 12.6
Talasari 74 10.9
Jawhar 70 10.4
Mokhada 63 9.3
Wada 77 11.4
Vasai 84 12.4
Vikramgad 66 9.8
Total 676 100.0
(Source : Compiled by a researcher)
Figure 4.1 : Taluka wise Respondents
Table 4.1 shows that out of 676 respondents, 157 responses were received
from Palghar taluka followed by Dahanu taluka 85 and Vasai taluka 84 responses. 63
responses were recorded from Mokhada taluka. From the above data, it can be
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concluded that the people from Palghar, Vasai and Dahanu talukas are using more
online shopping services as compare to other talukas. It is observed that consumers
from Talukas like Vikramgad, Mokhada, Jawhar and Talasari prefer traditional
shopping than online shopping. It may be because these four talukas are economically
and socially not much developed yet as compare to other parts of the Palghar district.
4.2.1.2 Area Wise Respondents
In Palghar district some part falls under urban area whereas some part falls
under rural area. For fair research interpretation and for rationalisation, the researcher
had collected responses from rural areas as well as from urban areas. The table given
below shows the number of responses received from the urban and rural areas.
Table 4.2
Area wise Respondents
Area category Frequency Percent
Rural 255 37.7
Urban 421 62.3
Total 676 100.0
(Source : Complied by a researcher)
Figure 4.2 : Area wise Respondents

Table 4.2 shows that 421 (62.3%) responses were received from urban
respondents whereas 255 (37.7%) responses were received from the rural area from
the Palghar district.
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4.2.1.3 Gender Wise Respondents
Now a days, online shopping is done by male as well as female consumers

also. Therefore, the researcher had collected responses from male as well as female
consumers too, that can be seen from following table,
Table 4.3
Gender wise Respondents
Gender Frequency Percent
Male 502 74.3
Female 174 25.7
Total 676 100.0
Figure 4.3 : Gender wise Respondents

The above table and Figure 4.3 show that 502 (74.3%) respondents are male
and 174 (25.7%) are female. Therefore, it has been inferred that male consumers
dominate online shopping.
4.2.1.4 Age Wise Respondents
Consumers from different age groups are involved in online shopping.

Different age groups have different preferences while buying through an e-commerce
portal. The following table shows responses received from different age group
consumers.
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Table 4.4
Age wise Respondents
Age Frequency Percent
Less Than 25 years 142 21.0
Between 26 to 35 Years 255 37.7
Between 36 to 45 Years 210 31.1
46 Years and above 69 10.2
Total 676 100.0
Figure 4.4 : Age wise Respondents

Table 4.4 shows that 37.7% of respondents are between the age bracket of 26
to 35 years followed by 31.10% from the age group between 36 to 45 years. 10.2% of
respondents are from the age group of 46 and above and 21.2% are from less than 25
years of age. Thus, it is inferred that most of the respondents are from the age group
of 26 to 35 years and they are matured enough to behave rationally when they buy
products through the e-commerce portal.
4.2.1.5 Education Wise Respondents
There is a relationship between education and online shopping. Basic

education and internet literacy is the basic requirement for online shopping.
Researchers had collected responses from consumers having different educational
qualifications as listed in the given table.
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Table 4.5
Education wise Respondents
Educational Qualification Frequency Percent
HSC 51 7.5
Diploma 65 9.6
Degree 357 52.8
Post Graduate 89 13.2
Other 114 16.9
Total 676 100.0

Figure 4.5 : Education wise Respondents

Table 4.5 shows that, out of 676 respondents, 357 (52.8%) respondents were
degree holders, 89 (13.2%) respondents were post graduates and 51 (7.5%)
respondents had completed their education up to HSC only.
4.2.1.6 Occupation Wise Respondents
Consumers are engaged in a different occupations. Generally, consumers from

different occupations behave differently while online shopping. Following table
shows occupation wise respondents,
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Table 4.6
Occupation wise Respondents
Occupation Frequency Percent
Service 361 53.4
Business 165 24.4
Profession 81 12.0
Housewife 69 10.2
Total 676 100.0
Figure 4.6 : Occupation wise Respondents

The above Table 4.6 shows that 361 (53.4%) respondents were engaged in
service followed by 165 (24.4%) were engaged in business. 81 (12%) were engaged
in the profession and 69 (10.2%) are a housewife. Thus, it is inferred that service doing
respondents prefer more to online shopping followed by business running
respondents.
4.2.1.7 Family Type Wise Respondents
Consumers may belong to a nuclear family or may be live in a joint family.

The type of family he/she belongs also affect online shopping preferences. The
following table shows the number of responses from consumers belongs to nuclear
families and from joint families.
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Table 4.7
Family Type-wise frequency
Family Type Frequency Percent
Nuclear 114 16.9
Joint 562 83.1
Total 676 100.0
Figure 4.7 : Family Type wise Respondents

Table 4.7 shows that most of the respondents are live with joint families. 562
(83.1%) respondents are from joint family and 114 (16.9%) respondents are from a
nuclear families. Therefore, it is inferred that respondents from joint families use more
online shopping services.
4.2.1.8 Monthly Income Wise Respondents
Income is a very important determinant in shopping. Most of the buying is

depends on the income of the consumer. Consumers from different income groups
having different approaches towards online shopping. The researcher had collected
responses from consumers belongs to different income groups as listed in the below
table.
Table 4.8
Monthly Income wise Respondents
Monthly Income Frequency Percent
Upto Rs.20000 85 12.6
Rs.20001 to Rs.40000 273 40.4
Rs.40001 to Rs.60000 246 36.4
More than Rs.60000 72 10.7
Total 676 100.0
(Source: Compiled by a researcher )
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Figure 4.8 : Monthly Income wise Respondents
It is noted from Table 4.8 that 273 (40.4%) respondents were earning monthly
income between Rs.20001 to Rs.40000. 246 (36.4%) respondents were earning
income between Rs.40001 to Rs.60000 and 72(10.7%) were earning income above
Rs.60000. Thus it is inferred that most of the respondents availing of online shopping
services were earning income between Rs.20001 to Rs.40000.
4.2.2 Online Shopping Behaviour
This part of the descriptive data analysis consists of information about the
shopping behaviour of the respondents. It includes monthly shopping expenses, the
proportion of online shopping expenses, internet usage, frequency of browsing online
shopping app, preferential product purchased through online shopping and frequency
of online shopping.
4.2.2.1 Monthly Total Shopping Expenses
It needs to be noted that, consumers are doing both online shopping as well as
offline shopping as per requirement. So it is important to see, how much amount he
or she spends on overall shopping. The below table shows the number of responses
according to monthly shopping expenses.
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Table 4.9
Monthly Total Shopping Expenses
Monthly Shopping Expenses Frequency Percent
Upto Rs.10000 49 7.2
Rs.10001 to Rs.20000 228 33.7
Rs.20001 to Rs.30000 239 35.4
Rs.30001 to Rs.40000 134 19.8
Above Rs.40000 26 3.8
Total 676 100.0
Figure 4.9 : Monthly Total Shopping Expenses
Table 4.9 shows that the total monthly shopping expenses of 239 (35.4%)
respondents is between Rs. 20001 to Rs.30000. 228 (33.7%) of the respondents
recorded their monthly shopping expenses between Rs.10001 to Rs.20000. Very few
numbers of respondents (26, 3.8%) spend more than Rs.40000 on shopping per month.
It is also noticeable that only 49 (7.2%) respondents recorded their monthly total
shopping expenses up to Rs.10000. On the above data, it can be inferred that
maximum respondents spend more than Rs.20000 monthly for overall shopping.
4.2.2.2 Monthly Average Online Shopping Expenses
As we know that no consumer solely depends on online shopping. Consumers

do online shopping along with traditional shopping. In some cases, traditional
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shopping is unavoidable. Therefore it is necessary to know how much amount
consumer spent on online shopping out of total monthly shopping expenses. Below
given table shows number of respondents grouped on the basis average monthly
online shopping expenses,
Table 4.10
Frequency of Monthly Average Online Shopping Expenses
Monthly Online Shopping Expenses Frequency Percent
Upto Rs.3000 227 33.6
Rs.3001 to Rs.6000 250 37.0
Rs.6001 to Rs.9000 170 25.1
Above Rs.9000 29 4.3
Total 676 100.0
Figure 4.10 : Frequency of Monthly Average Online Shopping Expenses
It is noted from Table 4.10 that 250 (37%) respondents spend Rs.3001 to
Rs.6000 on online shopping monthly. The monthly online shopping expenses of 227
(33.6%) respondents are upto Rs.3000 only. 170 (25.1%) respondents spend between
Rs.6001 to Rs.9000 for online shopping per month. Only 29 (4.3%) respondents spend
above Rs.9000 each month on online shopping. Thus, it is inferred that most of the
respondents spend more than Rs.3001 on online shopping per month.
115
4.2.2.3 Daily Use of the Internet
Internet is a key essential of e-commerce business. The entire e-commerce

business depends on the internet. The use of the internet by people, encourage them
to online shopping. The researcher had collected data regarding the use of the internet
by the respondents to see how online shopping and the use of the internet are
interrelated.
Table 4.11
Daily use of the Internet
Daily use of the Internet Frequency Percent
Upto 3 Hours 154 22.8
4 to 6 Hours 291 43.0
More than 6 Hours 231 34.2
Total 676 100.0
Figure 4.11 : Daily use of the Internet
Table 4.11 shows that 291 (43%) respondents use the internet between 4 to 6
hours daily. 231 (34.2%) respondents use the internet for more than 6 hours daily. 154
(22.8%) respondents use the internet upto 3 hours daily. Thus, it is inferred that the
maximum number of respondents who use the internet is more than 3 hours a day. It
indicates how people become habitual to the internet.
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4.2.2.4 Number of Times Respondents Visit Online Shopping App or Website
Daily
Those who access to the internet through smartphone or computer, they tend
to visit online shopping app or website on daily basis. The more they visit, the more
they encourage to buy.
Table 4.12
Number of Times Respondents Visit to Online Shopping App or Website daily
Frequency of visit to Online Shopping Portal Frequency Percent
1 to 3 Times 139 20.6
4 to 6 Times 359 53.1
More than 6 Times 178 26.3
Total 676 100.0
Figure 4.12 : Number of Times respondents visit Online Shopping App or Website
daily
It is noted from Table 4.12 that 359 (53.1%) of the respondents visit online
shopping app or browse e-commerce websites between 4 to 6 times daily. 178 (26.3%)
respondents visit online shopping app/websites more than 6 times a day. 139 (20.6%)
of the respondents visit the e-commerce portal about 1 to 3 times daily. From this data,
it can be inferred that more than 50% of respondents visit online shopping
app/websites more than 4 times a day.
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4.2.2.5 Preferential Gadget Used for Browsing Online Shopping App or Browser
With technological development, different gadget option is available to the

consumer to browse e-commerce portal. The smartphone is one of the favourites and
handy gadgets used by people to browse e-commerce portals. The following table
shows gadget preferred by the respondents for online shopping.
Table 4.13
Preferential Gadget used for Browsing Online Shopping App or Browser
Gadget Used Frequency Percent
Computer/Laptop 65 9.6
Android Smartphone 591 87.4
Apple Smartphone 20 3.0
Total 676 100.0
Figure 4.13 : Preferential Gadget used for Browsing Online Shopping App or
Browser
Table 4.13 shows that out of 676 respondents 591 (87.4%) respondents use
Android-based smartphones for browsing e-commerce portals/ app. 65 (9.6%)
respondents use a computer or laptop for browsing online shopping app/websites. Out
of the total respondents, only 20 (3%) respondents were using Apple OS-based
smartphones for browsing online shopping web stores. Therefore, it can be concluded
that most of the respondents feel more convenient in using Android-based
smartphones than using a computer/ laptop.
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4.2.2.6 Type of Product Preferentially Purchased Through Online Mode
An E-commerce portal provides a wide choice to customers. Availability of a

variety of products is one important feature of an online shopping portal. Researchers
had collected data from respondents regarding their product buying preferences.
Table 4.14
Type of Product Preferentially Purchased Through Online Mode
Product Preferentially Purchased Frequency Percent
Electronic Gadget 134 19.8
Appliances 105 15.5
Lifestyle 143 21.2
Cosmetics 16 2.4
Mix Products 278 41.1
Total 676 100.0
Figure 4.14 : Type of Product Preferentially Purchased Through Online Mode
Table 4.14 shows that 278 (41.1%) of the respondents purchase a variety of
products i.e. mix products through an e-commerce portal. 143 (21.2%) respondents
prefer to purchase lifestyle products from the web store. Only 16 (2.4%) respondents
use an online shopping portal to purchase cosmetics. 134 (19.8%) respondents
preferably purchase electronic gadgets through an e-commerce portal. 105 (15.5%)
respondents prefer to purchase appliances through the web store. Thus, it is inferred
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that most of the respondents purchase mixed products rather than sticking to
purchasing a particular type of product.
4.2.2.7 Online Shopping Frequency
Online shopping is now habitual to customers. The frequency to shop online

is different for different customers and it depends on many factors. The given table
shows how frequently customers do online shopping.
Table 4.15
Online Purchase Frequency
Online Purchase Frequency Frequency Percent
Weekly 69 10.2
Monthly 291 43.0
As and when required 316 46.7
Total 676 100.0
Figure 4.15 : Online Purchase Frequency

Table 4.15 shows that 316 (46.7%) respondents purchase a product through
online shopping mode as and when required. 291 (43%) respondents reported that
they do online shopping every month. 69 (10.2%) respondents use e-commerce portal
for shopping on weekly basis. From this data, it can be concluded that most of the
respondents do not follow a particular pattern of online shopping rather they prefer to
do online shopping as per requirement.
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4.3 Likert Scale Statements About the Perception of Online Shoppers Toward
Different Factors.
The researcher had asked 38 questions to respondents, out of which 5

questions were removed due to non-suitability. Finally, 33 questions were considered
for inferential analysis. All these questions are to be marked on the Likert Scale. These
33 questions are divided into 5 factors as below:
4.3.1 Perception Towards Product and Promotion :
Under this factor/component, the researcher had asked 10 questions to the

respondents. Different questions related to the product and promotion policy of the e-
commerce portal has been asked under this group.
Table 4.16
Responses, Man & Std. Dev. for Statement No. 1
Standard
Statement 1 Response Frequency Percentage Mean
Deviation
Strongly Agree 215 31.8
Agree 211 31.2

I get a wider
choice of Neutral 176 26.0
products at the
3.80 1.082
online Disagree 48 7.1
shopping
portal Strongly
26 3.8
Disagree
Total 676 100.0

Table 4.16 shows that 31.8% of respondents are strongly agreed with the given
statement followed by 31.2% respondents are agreed and 26% remain neutral on this
statement. A very small number of respondents i.e. 3.8% of respondents are strongly
disagreed with the given statement. The average response value was 3.80 and the
standard deviation was observed 1.082. On the basis of the above data, it can be
concluded that most of the respondents find wider product choices at online shopping
portals.
121
Table 4.17
Statement Standard
Response Frequency Percentage Mean
2 Deviation
Products of
my Agree 159 23.52
favourite Neutral 147 21.75
brands are
Disagree 149 22.04 3.79 1.073
easily
available at Strongly
online web 34
Disagree 5.03
store
Total 676 100.0

It can be noted from Table 4.17 that 27.66% of respondents are strongly agreed
with the statement “Products of my favourite brands are easily available at online web
store”. 23.52% of respondents are agreed with the statement followed by 22.04% of
respondents who have disagreed with the given statement. 5.03% of respondents are
strongly disagreed, which means they don’t find their favourite brand easily at online
shopping portals. The average response value was 3.79 and the standard deviation was
observed 1.073. On the basis of responses, it can be inferred that maximum
respondents easily find their products at the E-commerce portal.
Table 4.18
Responses, Man & Std. Dev. for Statement No.3
Standard
Deviation
Strongly 213 31.5

Agree
E-commerce Agree 244 36.1

companies offer
the latest Neutral 144 21.3
products very 3.84 1.068
quickly as Disagree 49 7.2
compare to the
local market Strongly 26 3.8
Disagree
Total 676 100.0
122
Table 4.18 shows that 36.1% of respondents are agreed with the statement
followed by 31.5% of respondents are strongly disagreed, 21.3% of respondents are
neutral in opinion and 3.8% of respondents are strongly disagreed. The average
response value was 3.84 and the standard deviation was observed 1.068. On the basis
of the above data, it can be concluded that maximum respondents think that E-
commerce companies introduce the latest products for sale very quickly as compare
to the local offline market.
Table 4.19
Standard
Deviation
Strongly
200
Agree 29.59
Products which Agree 147 21.75

are not available
at the local Neutral 115 17.01
market are easily 3.79 1.063
available at the Disagree 176 26.04
online shopping
portal Strongly
38
Disagree 5.62
Total 676 100.0

Table 4.19 shows that 29.59% of respondents are strongly agreed with the
given statement followed by 26.04% have disagreed and 21.75% are agreed with the
statement. 5.62% of respondents are strongly disagreed with the statement. The
average response value was 3.79 and the standard deviation was observed 1.063. From
the above data, it can be inferred that maximum respondents are of opinion that
products which are not available at the local market are easily available at online
shopping portals.
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Table 4.20
Standard
Deviation
Doorstep Agree 230 34.0

delivery of
Neutral 157 23.2
products helps
me to avoid 3.84 1.066
Disagree 49 7.2
going outside
for shopping at Strongly 24 3.6
crowded places Disagree
Total 676 100.0

Table 4.20 shows that 34% of respondents are agreed with the statement
“Doorstep delivery of product helps me to avoid going outside for shopping at
crowded places”. 32% of respondents are strongly agreed followed by 23.2% are
neutral in response. Only 3.6% of respondents are strongly disagreed with the given
statement. The average response value was 3.84 and the standard deviation was
observed 1.066. From the above data, it can be concluded that the maximum number
of respondents finds doorstep delivery convenient.
Table 4.21
Standard
Deviation
I purchase Strongly 179

Agree 26.48
products
Agree 231 34.17
immediately
Neutral 114 16.86
when they are 3.83 1.063
an Disagree 106 15.68
offered at
attractive Strongly
46
Disagree 6.80
discount
Total 676 100.0
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From the above Table 4.21 it can be noted that 34.17% of respondents are
agreed with the given statement followed by 26.48% strongly disagreed, 16.86% are
neutral 6.80% are strongly disagreed. The average response value was 3.83 and the
standard deviation was observed 1.063. From this data, it can be inferred that most of
the respondents purchase products immediately when they are offered by e-commerce
companies at an attractive discount.
Table 4.22
Standard
Deviation
Agree 97 14.35
Pay Later or No
Cost EMI or Neutral 157 23.22
Cashback offer Disagree 174 25.74 3.80 1.062

push me to buy
Strongly
products online 50 7.40
Disagree
Total 676 100.0

above statement followed by 25.74% of respondents are disagreed, 23.22% are neutral
in response, 7.40% are strongly disagreed. The average response value was 3.80 and
the standard deviation was observed 1.072. Therefore, it can be concluded that Pay
Later or No Cost EMI or Cashback offer motivate most of the respondents to purchase
products online.
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Table 4.23
Standard
Deviation
E-commerce
Agree 195 28.85
companies
Neutral 123 18.20
provides prompt 3.77 1.075
Disagree 148 21.89
Customer
Strongly
116
service Disagree 17.16
Total 676 100.0
Table 4.23 shows that 28.85% of respondents are agreed with the statement
“E-commerce companies provide prompt Customer service” followed by 21,89% of
respondents are disagreed, 18.20% respondents are neutral and 17.16% are strongly
disagreed with the statement. The average response value was 3.77 and the standard
deviation was observed 1.075. From the above data, we can infer that the respondents,
who are agreed and those who are not agreed are about equal in number.
Table 4.24
Standard
Deviation
Browsing of Strongly
123
Agree 18.20
online shopping
Agree 196 28.99
app/website
creates the Neutral 152 22.49
3.91 1.059
feeling of the Disagree 108 15.98
need for a Strongly 97

Disagree 14.35
particular
676 100.0
product Total

It can be noted from Table 4.24 that, 28.99% of the respondents are agreed
with the above statement followed by 18.20% are strongly agreed, 22.49% are neutral
and 14.35% are strongly disagreed. The average response value was 3.91 and the
standard deviation was observed at 1.059. From this data, it can be inferred that,
126
though most of the respondents are agreed, the number of respondents who are
disagreed, are also good in a number.
Table 4.25
Statement No. Standard

10 Deviation

I am satisfied
Agree 310 45.9
with the
Neutral 143 21.2
services
3.81 0.997
provided by the Disagree 30 4.4
E-commerce Strongly 30 4.4
companies Disagree
Total 676 100.0
(Source : Compiled by a researcher )

Table 4.25 shows that 45.9% of the respondents are agreed with the statement
“I am satisfied with the services provided by the E-commerce companies” followed
by 24.1% respondents are strongly agreed, 24.1% of respondents are strongly
disagreed, 21.2% of respondents are neutral, 4.4% have disagreed and 4.4% strongly
disagreed. The average response value was 3.81 and the standard deviation was
observed 0.997. So, it can be inferred that most of the respondents are satisfied with
the services provided by the e-commerce companies.
4.3.2 Perception Towards Convenience and Web Store Factor

respondents. Different questions related to buying convenience and virtual store
presentation has been asked under this group.
Table 4.26
Statement Standard
No.11 Deviation
Online Strongly Agree 316 46.7

shopping
Agree 196 29.0 4.13 1.011
saves my
time Neutral 107 15.8
127
Disagree 47 7.0
Strongly Disagree 10 1.5
Total 676 100.0

It can be noted from Table 4.26 that, 46.7% of the respondents are strongly
agreed with the above statement followed by 29% of the respondents are agreed,
15.8% of respondents are neutral in response, 7% have disagreed and 1.5% are
strongly disagreed. The average response value was 4.13 and the standard deviation
was observed at 1.011. From this data, it can be concluded that online shopping saves
time for most of the respondents.
Table 4.27
Statement Standard
No.12 Deviation
Strongly 335 49.6

I check for the Agree
Trustworthiness Agree 171 25.3
of the web store
Neutral 115 17.0
before making 4.15 1.022
the actual Disagree 45 6.7
purchase Strongly 10 1.5

Disagree
Total 676 100.0

Table 4.27 shows that 49.6% of respondents are strongly agreed with regard
to the given statement followed by 25.3% are agreed, 17% are neutral, 6.7% have
disagreed and 1.5% are strongly disagreed. The average response value was 4.15 and
the standard deviation was observed at 1.022. From the above data, it can be inferred
that most of the respondents give weightage to the trustworthiness of the web store
before making the actual purchase.
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Table 4.28
Statement Standard
No.13 Deviation
Strongly
206
Web shops Agree 30.47
provide detail Agree 189 27.96
and correct
Neutral 128 18.93
information 4.11 1.045
about the Disagree 90 13.31
product Strongly
63
Disagree 9.32
Total 676 100.0

It can be noted from Table 4.28 that 30.47% of respondents are strongly agreed
with respect to the above statement followed by 27.96% of respondents are agreed,
18.93% are neutral in response and 9.32% respondents are strongly disagreed. The
average response value was 4.11 and the standard deviation was observed at 1.045.
From the above data, it can be inferred that most of the respondents rely on the
information provided regarding products by the e-commerce portals.
Table 4.29
Statement Standard
No.14 Deviation

Web stores
Agree 109 16.1
provide many
Neutral 126 18.6
and easy
4.18 1.074
modes of Disagree 50 7.5
payment Strongly 09 1.5
Disagree
Total 676 100.0
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Table 4.29 shows that 56.2% of the respondents are strongly agreed with the
given statement followed by 18.6% of respondents are neutral, 16.1% are agreed and
1.5% respondents are strongly disagreed. The average response value was 4.18 and
the standard deviation was observed 1.074. From the above data, it can be concluded
that most of the respondents are of opinion that, e-commerce portals provide various
payment options.
Table 4.30
Statement Standard
No.15 Deviation

Smartphone’s
Agree 194 28.70
App of web
Neutral 105 15.53
store made
4.12 0.897
shopping more Disagree 95 14.05
enjoyable and Strongly
20
convenient Disagree 2.96
Total 676 100.0

above statement followed by 28.70% of respondents are agreed, 15.53% of
respondents are neutral, 14.05% of respondents have disagreed and 2.96%
respondents are strongly disagreed. The average response value was 4.12 and the
standard deviation was observed 0.897. From this data, it can be inferred that most of
the respondents use smartphones app or web stores for online shopping and they feel
it is more convenient and they also enjoy it.
130
Table 4.31
Statement Standard
No.16 Deviation
Strongly
367
Agree 54.29
I like online
shopping Agree 158 23.37
because it is Neutral 89 13.17

4.18 1.058
available 24 x Disagree 49 7.25
7
Strongly
13
Disagree 1.92
Total 676 100.0

given statement followed by 23.17% of the respondents are agreed, 13.17% of
respondents are neutral, 7.25% of the respondents have disagreed and 1.92%
standard deviation was observed at 1.058. Thus, it can be concluded that most of the
respondents prefer online shopping because of the 24x7 availability of e-commerce
portals.
Table 4.32
Statement Standard
No.17 Deviation
Strongly 349 51.6
Agree
Now a days,
the return and Agree 161 23.8
refund process
Neutral 105 15.5
is very easy 4.17 1.040
and Disagree 47 6.95
convenient
Strongly 14 2.06
Disagree
Total 676 100.0
131
Above Table 4.32 shows that 51.6% of the respondents are strongly agreed
with the above statement followed by 23.8% are agreed, 15.5% respondents are
neutral, 6.95% have disagreed and 2.06% are strongly disagreed. The average
response value was 4.17 and the standard deviation was observed at 1.040. From the
table data, it can be inferred that most of the respondents feel that the return and refund
process in online shopping is simple and convenient.
Table 4.33
Statement Standard
No.18 Deviation
I can easily Strongly 304 45.0

Agree
compare the
product of Agree 209 30.9
various Neutral 102 15.1
companies with 4.11 1.009
Disagree 52 7.7
each other at
the web store Strongly 9 1.3
Disagree
Total 676 100.0
Table 4.33 shows that 45% of the respondents are strongly agreed with the
given statement followed by 30.9% of respondents are agreed, 15.1% are neutral,
7.7% of respondents have disagreed and 1.3% of the respondents are strongly
observed 1.009. Therefore, it can be inferred that most of the respondents are satisfied
with the feature of comparing the product of various companies with each other at the
e-commerce portal.
4.3.3 Perception Towards Buying Behaviour

respondents. This group contains questions that helped the researcher to describe how
the buying behaviour changed due to e-commerce business.
132
Table 4.34
Statement Standard
No.19 Deviation
Strongly
187
Agree 27.66
I compare the Agree 206 30.47

price of the
product with Neutral 146 21.60
the retail store 3.94 1.094
before an Disagree 96 14.20
actual
purchase Strongly
41
Disagree 6.07
Total 676 100.0

Table 4.34 shows that 30.47% of the respondents are agreed with the above
statement, followed by 27.66% of respondents are strongly agreed, 21.6% are neutral,
14.20% have disagreed and 6.07% respondents are strongly disagreed. The average
response value was 3.94 and the standard deviation was observed 1.094. On the basis
of the above data, it can be concluded that most of the respondents compare the price
of the product with local retail stores before making the actual purchase.
Table 4.35
Statement Standard
No.20 Deviation
Strongly
229
Sometimes, I Agree 33.88
postponed my Agree 217 32.10
shopping and
wait for Big Sale Neutral 86 12.72
3.85 1.085
offers organizes Disagree 87 12.87
by leading e-
commerce Strongly
57
companies Disagree 8.43
Total 676 100.0
above statement followed by 32.10% of respondents are agreed, 12.87 respondents
have disagreed, 12.72% respondents are neutral and 8.43% respondents are strongly
133
observed 1.085. From this data, it can be concluded that most of the respondents wait
for big sale offers from e-commerce companies.
Table 4.36
Statement Standard
No.21 Deviation
In some Agree 189 27.96

cases, I check
product Neutral 157 23.22
reviews
3.90 1.082
online and Disagree 148 21.89
buy the
product at the Strongly
86
retail store Disagree 12.72
Total 676 100.0

It can be noted from Table 4.36 that, 27.96% of respondents are agreed with
the statements followed by 23.33% of respondents are neutral, 21.89% of respondents
have disagreed, 14.20% respondents are strongly disagreed and 12.72% respondents
are strongly disagreed. The average response value was 3.90 and the standard
deviation was observed 1.082.
Table 4.37
Statement Standard
No.22 Deviation
Strongly
98
Agree 14.50
I buy the Agree 78 11.54
product online
even if the Neutral 156 23.08
price of that 3.88 1.079
product is the Disagree 196 28.99
same in the
retail market Strongly
148
Disagree 21.89
Total 676 100.0
134
Table 4.37 shows that 28.99% of respondents have disagreed with the
statements followed by 23.08% of respondents are neutral, 21.89% of respondents are
strongly disagreed, 14.50% of the respondents are strongly agreed, 11.54% of
respondents are agreed. The average response value was 3.88 and the standard
deviation was observed at 1.079.
Table 4.38
Statement Standard
No.23 Deviation
I generally
bargain with Agree 274 40.5
local retailers Neutral 92 13.6
on the basis of
Disagree 28 4.1 4.05 1.007
prices shown
on the e- Strongly 25 3.7
commerce Disagree
portal
Total 676 100.0
Table 4.38 shows that 40.5% of the respondents are agreed to regard to the
given statement followed by 38% of the respondents are strongly agreed, 13.6% of
the respondents are neutral, 4.1% of respondents have disagreed and 3.7% of the
standard deviation was observed 1.007. From the available data, it can be inferred that
most of the respondents bargain with local retailers on the basis of prices shown on
the e-commerce portal.
Table 4.39
Responses, Man & Std. Dev. for Statement 24
Statement Standard
No.24 Deviation
I prefer more Strongly Agree 241 35.65
branded Agree 175 25.89
products than Neutral 93 13.76
3.92 1.077
earlier due to Disagree 89 13.17
online Strongly
78
Disagree 11.54
shopping
Total 676 100.0
135
given statement followed by 25.89% of respondents are agreed, 13.76% of
respondents are neutral, 13.17% respondents disagree and 11.54% respondents are
was observed 1.007. from the above data, it can be concluded that most of the
respondents prefer branded products than earlier due to online shopping.
4.3.4 Perception Towards Resistance Factors

respondents. This group contains questions that helped the researcher to understand
the factors which resist the consumer to buy online. These factors are obstacles to the
rapid growth of the e-commerce business in India.
Table 4.40
Statement Standard
No.25 Deviation
Strongly 266 39.3

Agree
I worried about
the safety of Agree 291 43.0
personal and
Neutral 50 7.4
bank/financial
4.05 1.085
information
Disagree 28 4.1
provided while
making an Strongly 41 6.1
online payment Disagree
Total 676 100.0

Table 4.40 shows that 43% of the respondents are agreed with the given
statement followed by 39.3% of the respondents are strongly disagreed, 7.4% of
respondents are neutral, 6.1% of respondents are strongly disagreed and 4.1% of
respondents have disagreed. The average response value was 4.05 and the standard
deviation was observed 1.085. From the table data, it can be inferred that most of the
respondents are worried about data security concerns involved in online shopping and
transaction.
136
Table 4.41
Statement Standard
No.26 Deviation
Strongly
146
Agree 21.60
Sometimes, e-
commerce Agree 156 23.08
companies
send different Neutral 59 8.73
3.88 1.141
quality Disagree 167 24.70
products than
shown on the Strongly
148
website. Disagree 21.89
Total 676 100.0

Table 4.41 shows that 24.70% of the respondents are strongly disagreed with
the above statement followed by 23.08% of respondents are agreed, 21.89% of
respondents are strongly disagreed, 21.60% respondents have strongly agreed and
8.73% of the respondents are neutral. The average response value was 3.88 and the
standard deviation was observed at 1.141.
Table 4.42
Statement Standard
No.27 Deviation
I prefer Agree 144 21.30

traditional
Neutral 102 15.09
shopping if
the product 3.24 1.030
Disagree 98 14.50
needed touch
and feel the Strongly
experience 87
Disagree 12.87
Total 676 100.0

given statement followed by 21.30% of respondents are agreed, 15.09% of
137
standard deviation was observed 1.030. From the above data, it can be inferred that
most of the respondents prefer traditional shopping than online shopping when they
wanted to touch and feel the product before actual purchase.
Table 4.43
Statement Standard
No.28 Deviation

Various
NEWS Agree 147 21.75
regarding
online fraud Neutral 96 14.20
creates an 4.06 0.880
Disagree 135 19.97
adverse
impression Strongly
about online 212
Disagree 31.36
shopping
Total 676 100.0

the given statement followed by 21.75% of respondents are agreed, 19.97% of
respondents have disagreed, 14.20% of respondents are neutral and 12.72%
respondents are strongly agreed. The average response value was 4.06 and the
standard deviation was observed 0.880. From the above data, it can be concluded that
NEWS regarding online fraud does not create any adverse effect on the buying
behaviour of most of the respondents.
Table 4.44
Statement Standard
No.29 Deviation
Warranty / Agree 208 30.77

Guarantee Neutral 126 18.64
related issues
Disagree 94 13.91 3.48 0.983
need to be
handled Strongly
properly 44
Disagree 6.51
Total 676 100.0
138
Table 4.44 shows that 30.77% of the respondents are agreed with the given
statement followed by 30.18% of the respondents are strongly agreed, 18.64% of
standard deviation was observed 0.983. From the above data, it can be inferred that
most of the respondents think that, e-commerce companies should give proper
attention to warranty/ guaranty related queries raised by the consumer.
4.3.5 Perception Towards Purchase Decision

respondents. This group contains questions that helped the researcher to understand
the customers approach towards online purchase decisions.
Table 4.45
Statement Standard
No.30 Deviation
Strongly 257 38.0

I buy the Agree
product
immediately Agree 228 33.7
which are
Neutral 124 18.3
offered at a
3.96 1.070
heavy
Disagree 42 6.2
discount, even
if the product Strongly 25 3.7
may not be Disagree
needed by me.
Total 676 100.0

It can be noted from Table 4.45 that, 38% of the respondents are strongly
disagreed with the given statement followed by 33.7% of respondents are agreed,
18.3% of respondents are neutral, 6.2% of respondents have disagreed and 3.7% of
standard deviation was observed at 1.070. On the basis of available data, it can be
concluded that heavy discount creates positive buying impact on the most of the
respondents.
139
Table 4.46
Statement Standard
No.31 Deviation
Strongly
147
Agree 21.75
I feel that I do
purchase Agree 235 34.76
unnecessary
Neutral 109 16.12
products
4.01 1.058
through the
Disagree 148 21.89
online
shopping Strongly
portal 37
Disagree 5.47
Total 676 100.0

Table 4.46 shows that 34.76% of the respondents are agreed with the above
statement followed by 21.89% of respondents are disagreed, 21.75% of respondents
have strongly agreed 16.12% of respondents are neutral and 5.47% of respondents are
was observed at 1.058. On the basis of table data, we can infer that most of the
respondents feel that they buy products through online portals which might be not
necessary for them.
Table 4.47
Statement Standard
No.32 Deviation
My monthly Agree 209 30.9

shopping
Neutral 128 18.9
expenses
increased 3.98 1.084
Disagree 42 6.2
than earlier
due to online Strongly 25 3.7
shopping Disagree
Total 676 100.0
140
the given statement followed by 30.9% of respondents are agreed, 18.9% of
respondents are neutral, 6.2% of respondents have disagreed and 3.7% respondents
are strongly disagreed. The average response value was 3.98 and the standard
deviation was observed at 1.084. On the basis of data, it can be concluded that the
monthly shopping expenses of most of the respondents have been increased due to
online shopping.
Table 4.48
Statement Standard
No.33 Deviation
I check Strongly Agree 260 38.5

reviews given
at various Agree 240 35.5
websites by
Neutral 108 16.0
various
people about 3.99 1.068
Disagree 42 6.2
the product
before Strongly 26 3.8
making an Disagree
actual
purchase Total 676 100.0

given statement followed by 35.5% of respondents are agreed, 16.0% of respondents
are neutral, 6.2% of respondents have disagreed and 3.8% respondents are strongly
observed at 1.068. From the above data, it can be concluded that most of the
respondents check reviews regarding particular products given by the various user
before making the actual purchase.
4.4 Inferential Analysis

Inferential Analysis allows us to draw a conclusion about the population by
analysing the sample data. After inferential analysis of collected data, we can make
a prediction about the whole population. It means we analyse sample data and make
a generalisation about the population. The inferential analysis includes testing of
hypothesis.
141
The researcher has used One Sample t-test, Independent t-test, ANOVA, Chi-
square test, Duncan’s Multiple Range Test (DMRT) and Karl Pearson Correlation
Coefficient for inferential analysis. The researcher has depicted inferential analysis
as under:
4.4.1 Perception Towards Product and Promotion
On the basis of data collected from respondents regarding perception towards

Product and Promotion, the association between perception towards product and
promotion with demographic factors like age, gender, family type, area, occupation,
educational qualification and income has been analyzed to understand if there is the
influence of these demographic factors on the perception of product and promotion.
4.4.1 (A) Average Level of Opinion regarding Statements on Perception towards

Product and Promotion
Null Hypothesis: Opinion regarding Statements on Perception towards Product and

Promotion are equal to Average Level
To test above stated hypothesis, one sample t-test has been applied
Table 4.49
One Sample t-test for Specified value (Average = 3) of Statements on

Perception towards Product and Promotion
Std.
Statement Mean t Value P Value
Deviation
I get a wider choice of products at
3.80 1.082 19.233 <0.001**
the online shopping portal
Products of my favourite brands are
easily available at the online web 3.79 1.073 19.215 <0.001**
store
E-commerce companies offer the
latest products very quickly as 3.84 1.068 20.489 <0.001**
compare to the local market
Products which are not available at
the local market are easily available 3.79 1.063 19.328 <0.001**
at the online shopping portal
142
Statement Std.
Mean t Value P Value
Deviation
Doorstep delivery of products helps
me to avoid going outside for 3.84 1.066 20.389 <0.001**
shopping at crowded places
I purchase products immediately
when they are offered at an attractive 3.83 1.063 20.225 <0.001**
discount
Pay Later or No Cost EMI or
Cashback offer push me to buy 3.80 1.062 19.477 <0.001**
products online
E-commerce companies provides
3.77 1.075 18.708 <0.001**
prompt Customer service
Browsing of online shopping
app/website creates the feeling of the 3.91 1.059 22.445 <0.001**
need for a particular product
I am satisfied with the services
provided by the E-commerce 3.81 0.997 21.063 <0.001**
companies
Note : ** denotes significant at 1% level
Table 4.49 shows that P value is less than 0.01 for all statements, the null
hypothesis is rejected at 1% level of significance with regard to all the statements on
Perception towards Product and Promotion. Hence, the opinion regard to all the
statements on perception towards product and promotion is not equal to the average
level. Based on the mean score, it is observed that opinion regard to all the statements
on Perception towards Product and Promotion is above average level. Thus, it can be
concluded that respondents gave positive opinions regarding all the statements on
Perception towards Product and Promotion.
4.4.1 (B) Association between area and Perception towards Product and
Promotion
Null Hypothesis: There is no significant difference between Rural and Urban areas
with respect to Perception towards Product and Promotion
To test above stated hypothesis, an Independent Sample t-test has been applied.
143
Table 4.50
Independent t-test for significant difference between Rural and Urban area
Factor Area N Mean Std. Dev. t Value P Value
Perception of
Rural 255 37.98 10.118
online shoppers
0.407 0.684
towards Product,
and Promotion Urban 421 38.30 9.741
Table 4.50 shows that there is no significant difference between rural and
urban customers with regard to Perception towards Product and Promotion since P
value is greater than 0.05. Hence, the null hypothesis is accepted at 5% level of
significance with regard to Perception towards Product and Promotion. Thus, it can
be inferred that customers from the rural area as well as from urban area responds
similarly to product and promotion policies of the e-commerce companies.
4.4.1 (C) Association between Gender and Perception towards Product and
Promotion
Null Hypothesis: There is no significant difference between Male and Females with
respect to Perception towards Product and Promotion
To test above stated hypothesis, an Independent Sample t-test has been applied.
Table 4.51
Independent t-test for significant difference between Male and Female with
Std.
Factor Gender N Mean t Value P Value
Dev.
Perception of online
Male 502 38.79 9.198
shoppers towards
2.464 0.14*
Product, and
Female 174 36.42 11.470
Promotion

Note : *denotes significant at 5% level
144
Since P value is less than 0.05, the null hypothesis is rejected at 5%
significance level with regard to Perception towards Product and Promotion. Hence,
it is inferred that there is a significant difference between male and female customers
with regard to Perception towards Product and Promotion. Based on the mean score,
it is observed that the male customers have a better opinion for statements on
Perception towards Product and Promotion.
4.4.1 (D) Association between Age group and Perception towards Product and
Promotion
Null Hypothesis: There is no significant difference among Age Group with respect
to Perception towards Product and Promotion
To test the above hypothesis, ANOVA and DMRT test has been applied
Table 4.52
ANOVA for significant difference among Age Group with respect to Perception
towards Product and Promotion
Std. F
Factor Age N Mean P Value
Deviation Value
Less Than 25
142 43.51c 6.696
years
Perception of
Between 26 to
online
255 32.59a 10.992
35 Years
shoppers
60.716 <0.001**
towards
Between 36 to
Product, and 210 39.86b 7.601
45 Years
Promotion
46 Years and
69 42.75b 6.346
above
Note : 1. ** denotes significant at 1% level
2. Different alphabets among Age group in years denotes significant at 5% level using
Duncan Multiple Range Test (DMRT)
145
significance level with regard to perception towards Product and Promotion. Hence,
there is a significant difference among age groups in years of customers with regard
to perception towards Product and Promotion. On the basis of the mean score, it is
observed that customers whose age is less than 25 years recorded the highest positive
opinion on statements regarding perception towards Product and Promotion.
Based on Duncan Multiple Range Test (DMRT), the age group between 26-
35 years is significantly different from the age group between 36-45 years, above 45
years and less than 25 years at 5% significant level. The age group between 36-45
years and above 45 years significantly differ with age group between 26-35 years and
less than 25 years at 5% significant level. But there is no significant difference
between the age group 36-45 years and above 45 years.
4.4.1 (E) Association between Educational Qualification and Perception towards

Product and Promotion
Null Hypothesis: There is no significant difference among Educational Qualifications

Table 4.53
ANOVA for significant difference among Educational Qualifications with

Educational Std. F
Factor N Mean P Value
Qualification Deviation Value
Perception of HSC 51 37.75b 10.081

online Diploma 65 42.06c 7.429
shoppers
Degree 357 38.48b 10.755 7.125 <0.001**
towards
Product, and Post Graduate 89 39.13b 7.170
Promotion Other 114 34.46a 8.863
(Source : Computed from Primary data)
146

there is a significant difference among educational qualification group of customers
with regard to perception towards Product and Promotion. Based on the mean score,
it is observed that diploma holder customers recorded the highest positive opinion on
statements regarding perception towards Product and Promotion.
Based on Duncan Multiple Range Test (DMRT), the educational qualification

group Other is significantly differ from all other educational qualification groups at
5% significant level. Educational qualification group HSC, Degree and Post Graduate
are significantly differed with educational qualification group Diploma and Other but
Educational qualification group HSC, Degree and Post Graduate are not significantly
differed with each other at 5% significant level.
4.4.1 (F) Association between Occupation and Perception towards Product and
Promotion
Null Hypothesis : There is no significant difference among Occupations with respect

to Perception towards Product and Promotion
Table 4.54
ANOVA for significant difference among Occupations with respect to

Std. F P
Factor Occupation N Mean
Deviation Value Value
Service 361 39.64b 8.736

Perception of
online shoppers Business 165 32.32a 12.032
32.118 0.001**
towards Product,
Profession 81 42.86c 6.286
and Promotion
Housewife 69 39.06b 6.896
(Source : Computed from Primary data)
147

there is a significant difference among occupations of customers with regard to
perception towards Product and Promotion. On the basis of the mean score, it is
observed that customers involved in the profession have recorded the highest positive
opinion on statements regarding perception towards Product and Promotion.
Based on Duncan Multiple Range Test (DMRT), the business occupational

group is significantly differ from other occupational groups at a significant level at
5%. Service and Housewife occupational groups significantly differ from service and
profession occupational groups but service and housewife occupational groups are not
significantly different from each other at a significant level 5%.
4.4.1 (G) Association between Family Type and Perception towards Product and
Promotion
Null Hypothesis : There is no significant difference between Nuclear and Joint

Family with respect to Perception towards Product and Promotion
To test above stated hypothesis, an independent t-test has been applied.
Table 4.55
Independent t-test for significant difference between Nuclear and Joint Family
Family Std.
Factor N Mean T Value P Value
Type Deviation
Perception of online
Nuclear 114 38.53 7.636
shoppers towards
0.411 0.681
Product, and
Promotion Joint 562 38.11 10.279

Since P value is more than 0.05, the null hypothesis is accepted at 5%
significance level with regard to Perception towards Product and Promotion. Hence,
it is inferred that there is no significant difference between joint and nuclear family
148
member customers with regard to Perception towards Product and Promotion. Based
on the mean score, it is observed that customers from both family types have a similar
opinion for statements on Perception towards Product and Promotion.
4.4.2 Perception Towards Convenience and Webstore

Convenience and Webstore, the association between perception towards product and
influence of these demographic factors on the perception of convenience and website.

Convenience and Webstore
Null Hypothesis : Opinion regarding Statements on Perception towards Convenience

and Webstore is equal to Average Level
To test the above hypothesis, One Sample t-test has been applied.
Table 4.56

Perception towards Convenience and Webstore
Std.
Deviation
Online shopping saves my time 4.13 1.011 28.943 <0.001**
I check for the Trustworthiness of the
web store before making the actual 4.15 1.022 29.200 <0.001**
purchase
Web shop provide detail and correct
4.11 1.045 27.649 <0.001**
information about product
Web stores provide many and easy
4.18 1.074 28.589 <0.001**
modes of payment
Smartphone’s App of web store made
shopping more enjoyable and 4.12 0.987 29.505 <0.001**
convenient
I like online shopping because it is
4.18 1.051 29.196 <0.001**
available for 24 x 7
149
Statement Std.
Mean t Value P Value
Deviation
Now a days, the return and refund
4.17 1.040 29.155 <0.001**
process is very easy and convenient
I can easily compare the product of
various companies with each other at 4.11 1.009 28.467 <0.001**
the web store
Since P value is less than 0.01 for all statements, the null hypothesis is rejected
at 1% level of significance with regard to all the statements on Perception towards
Convenience and Webstore. Hence, the opinion regard to all the statements on
perception towards convenience and website is not equal to the average level. Based
on the mean score, it is observed that opinion regard to all the statements on Perception
towards convenience and website is above average level. Thus, it can be concluded
that respondents gave positive opinions regarding all the statements on Perception
towards Convenience and Webstore.
4.4.2 (B) Association between Gender and Perception towards Convenience and
Webstore
Null Hypothesis : There is no significant difference between Male and Females with
respect to Perception towards Convenience and Webstore
To test the above hypothesis, an Independent t-test has been applied.
Table 4.57
Factor Gender N Mean Std. Dev. t Value P Value
Perception towards
Male 502 32.78 7.808
Convenience and 2.025 0.043*
Webstore Female 174 34.16 7.565
Note : *denotes significant at 5% level
150
significance level with regard to Perception towards Convenience and Webstore.
Hence, it is inferred that there is a significant difference between male and female
customers with regard to Perception towards Convenience and Webstore. Based on
the mean score, it is observed that the female customers have a better opinion for
statements on Perception towards Convenience and Webstore.
4.4.2 (C) Association between Age Group and Perception towards Convenience
and Webstore
Null Hypothesis : There is no significant difference among Age Group with respect
to Perception towards Convenience and Webstore
To test above stated hypothesis, ANOVA and DMRT test has been applied.
Table 4.58
towards Convenience and Webstore
Std. F P
Factor Age N Mean
Deviation Value Value
Less Than 25
142 35.38b 3.720
years
Perception Between 26 to
towards 255 32.79a 8.698
35 Years
Convenience 5.299 0.001**
and Webstore Between 36 to
210 32.24a 7.512
45 Years
46 Years and
69 32.51a 9.988
above
151
significance level with regard to perception towards Convenience and Webstore.
Hence, there is a significant difference among age groups in years of customers with
regard to perception towards Convenience and Webstore. On the basis of the mean
score, it is observed that customers whose age is less than 25 years recorded the
highest positive opinion on statements regarding perception towards Convenience and
Webstore.
Based on Duncan Multiple Range Test (DMRT), the age group less than 25
years is significantly differ from the age group between 26-35 years, 36-45 years and
above 45 years at 5% significant level. But there is no significant difference between
age groups 26-35 years, 36-45 years and above 45 years at 5% significant level.
4.4.2 (D) Association between Educational Qualification and Perception towards

Null Hypothesis : There is no significant difference among Educational

Qualifications with respect to Perception towards Convenience and Webstore
Table 4.59

Educational Std. F P
Factor N Mean
Qualification Deviation Value Value
HSC 51 34.31b 6.866

Perception
towards Diploma 65 31.29a 6.999
Convenience Degree 357 33.66ab 6.981 3.250 0.012*
and Webstore
Post Graduate 89 33.91b 6.519
Other 114 31.43a 10.862

Note : 1. * denotes significant at 5% level
152
Hence, there is a significant difference among educational qualification group of
customers with regard to perception towards Convenience and Webstore. On the basis
of the mean score, it is observed that diploma holder customers recorded the highest
positive opinion on statements regarding perception towards Convenience and
Webstore.

group Other is significantly different from all other educational qualification groups
at 5% significant level. Educational qualification group Diploma and Other are
significantly differ with educational qualification group HSC and Post Graduate.
Educational qualification group Diploma, Degree and Other are not significantly
differed with each other. Educational qualification group HSC, Degree and Post
Graduate are not significantly differed from each other at 5% significant level.
4.4.2 (E) Association between Occupations and Perception towards Convenience

and Webstore

Table 4.60

Perception towards Convenience and Webstore
Std. F
Factor Occupation N Mean P Value
Deviation Value
Perception Service 361 33.64b 7.365
towards
Business 165 30.75a 8.895
Convenience 8.137 <0.001**
b
and Webstore Profession 81 33.81 5.060
Housewife 69 35.42b 8.323

153

Hence, there is a significant difference among occupations of customers with regard
to perception towards Convenience and Webstore. On the basis of the mean score, it
is observed that customers involved in the profession have recorded the highest
positive opinion on statements regarding perception towards Convenience and
Webstore.

group is significantly different from other occupational groups at a significant level
of 5%. Service, Profession and Housewife occupational groups are significantly
different from Business occupational groups but Service, Profession and Housewife
occupational groups are not significantly different from each other at a significant
level 5%.
4.4.2 (F) Association between Family Type and Perception towards Convenience
and Webstore

Family with respect to Perception towards Convenience and Webstore
Table 4.61
with respect to Perception towards Convenience and Webstore
Family Std.
Type Deviation
Perception towards
Nuclear 114 32.99 114
Convenience and
0.218 0.827
Webstore
Joint 562 33.17 562
154
significance level with regard to Perception towards Convenience and Webstore.
Hence, it is inferred that there is no significant difference between joint and nuclear
family member customers with regard to Perception towards Convenience and
Webstore. Based on the mean score, it is observed that customers from both family
types have a similar opinion for statements on Perception towards Convenience and
Webstore.
4.4.2 (G) Association between Monthly Income and Perception towards

Null Hypothesis : There is no significant difference among Monthly Income Group

Table 4.62
ANOVA for significant difference among Monthly Income Group with respect
Std. F
Factor Monthly Income N Mean P Value
Deviation Value
Perception Upto Rs.20000 85 28.49a 7.457

towards
Rs.20001 to Rs.40000 273 35.21b 5.659
Convenience
and 25.551 <0.001**
Rs.40001 to Rs.60000 246 33.59b 8.744
Webstore
More than Rs.60000 72 29.21a 7.879

Hence, there is a significant difference among monthly income groups of customers
155
with regard to perception towards Convenience and Webstore. On the basis of the
mean score, it is observed that customers having salaries between Rs.20001 to
Rs.40000 have recorded the highest positive opinion on statements regarding
perception towards Convenience and Webstore.
Based on Duncan Multiple Range Test (DMRT), the Monthly income group
of upto Rs.20000 and more than Rs.60000 are significantly different from other
monthly income groups at a significant level 5%. Monthly income groups of upto
Rs.20000 and more than Rs.60000 are not significantly differed from each other and
monthly income groups of Rs.20001 to Rs.40000 and Rs.40001 to Rs.60000 are also
not significantly differ from each other at 5% significant level.
4.4.3 Perception Towards Buying Behaviour

Buying Behaviour, the association between perception towards product and
influence of these demographic factors on the perception of Buying Behaviour.

Buying Behaviour
Null Hypothesis : Opinion regarding Statements on Perception towards Buying

Behaviour is equal to Average Level
To test the above hypothesis, one sample t-test has been applied.
Table 4.63

Perception towards Buying Behaviour
Std.
Deviation
I compare the price of the product with
3.94 1.094 22.430 <0.001**
the retail store before an actual purchase
Sometimes, I postponed my shopping
and wait for Big Sale offers organizes 3.85 1.085 20.455 <0.001**
by leading e-commerce companies
156
In some cases, I check product reviews
online and buy the product at the retail 3.90 1.082 21.581 <0.001**
store
I buy the product online even if the
price of that product is the same in the 3.88 1.079 21.236 <0.001**
retail market
I generally bargain with a local retailer
on the basis of the process shown on the 4.05 1.007 27.122 <0.001**
e-commerce portal
I prefer more branded products than
3.92 1.077 22.183 <0.001**
earlier due to online shopping
at 1% level of significance with regard to all the statements on perception towards
Buying Behaviour. Hence, the opinion regard to all the statements on perception
towards buying behaviour is not equal to an average level. Based on the mean score,
it is observed that opinion regard to all the statements on perception towards buying
behaviour is above average level. Thus, it can be concluded that respondents gave
positive opinions regarding all the statements on perception towards buying
behaviour.
4.4.3 (B) Association between Area and Perception towards Buying Behavior
Null Hypothesis : There is no significant difference between Rural and Urban areas
with respect to Perception towards Buying Behavior
To test above stated hypothesis, an Independent t-test has been applied.
157
Table 4.64
with respect to Perception towards Buying Behaviour
Perception towards Rural 255 23.96 5.676

Buying Behaviour 1.372 0.171
Urban 421 23.30 6.286

There is no significant difference between rural and urban customers with
regard to perception towards buying behaviour since P value is greater than 0.05.
Hence, the null hypothesis is accepted at 5% level of significance concerning
perception towards buying behaviour. Thus, it can be inferred that customers from the
rural area as well as from urban area responds similarly to buying behaviour policies
of the e-commerce companies.
4.4.3 (C) Association between Gender and Perception towards Buying Behaviour
to Perception towards Buying Behaviour
To test the above hypothesis, ANOVA and DMRT has been applied
Table 4.65
towards Buying Behaviour
Std. F
Deviation Value
Less Than 25
142 26.33b 3.366
years
Perception
Between 26
towards 255 21.95a 7.577
to 35 Years
Buying 23.586 <0.001**
Behaviour Between 36
210 22.74a 4.971
to 45 Years
46 Years and
69 26.17b 4.084
above
158

significance level with regard to perception towards buying behaviour. Hence, there
is a significant difference among age groups in years of customers with regard to
perception towards buying behaviour. On the basis of the mean score, it is observed
that customers whose age is less than 25 years recorded the highest positive opinion
on statements regarding perception towards Convenience and Webstore.
Based on Duncan Multiple Range Test (DMRT), the age groups between 26-
35 years and 36-45 years are significantly different with the age group less than 25
years and 46 years and above at 5% level. The age group less than 25 years is not
significantly different from the age group 46 years and above. The age group between
26-35 years is not significantly different from the age group between 36-45 years at
5% significant level.
4.4.3 (D) Association between Educational Qualifications and Perception

towards Buying Behaviour

Qualifications with respect to Perception towards Buying Behaviour
To test above stated hypothesis, ANOVA and DMRT has been applied.
Table 4.66

respect to Perception towards Buying Behaviour
Educational Std. F
HSC 51 24.59b 4.177

Perception
Diploma 65 25.71b 3.786 16.379 <0.001**
towards
Degree 357 24.50b 5.109
159
Buying
Post
89 21.80a 4.784
Behaviour Graduate
Other 114 20.23a 9.187

is a significant difference among the educational qualification group of customers
with regard to perception towards buying behaviour. On the basis of mean score, it is
observed that diploma holder customers recorded the highest positive opinion on
statements regarding perception towards buying behaviour.

group Other and Post Graduate is significantly different from all other educational
qualification groups at 5% significant level. Educational qualification groups Post
Graduate and Other are not significantly different from each other. Educational
qualification group HSC, Diploma and Degree are not significantly differed with each
other at 5% significant level.
4.4.3 (E) Association between Occupation and Perception towards Buying

Behaviour

to Perception towards Buying Behaviour
To test the above hypothesis, ANOVA and DMRT have been applied.
160
Table 4.67

Std. F
Deviation Value
towards
Business 165 21.85a 8.307
Buying 7.867 <0.001**
bc
Behaviour Profession 81 24.48 3.366
Housewife 69 25.59c 3.508

Hence, there is a significant difference among occupations of customers with regard
to perception towards buying behaviour. On the basis of the mean score, it is observed
that housewife customers have recorded the highest positive opinion on statements
regarding perception towards buying behaviour.

of 5%. Occupational group Service significantly differs with occupational group
Business and Housewives. Occupational group Profession is not significantly differed
with occupational groups Service and Housewife at 5% significant level.
4.4.3 (F) Association between Family Type and Perception towards Buying
Behaviour

Family with respect to Perception towards Buying Behaviour
161
Table 4.68
with respect to Perception towards Buying Behaviour
Family Std.
Type Deviation
Perception towards Nuclear 114 24.96 4.814

Buying Behaviour 2.735 0.006**
Joint 562 23.26 6.256

significance level with regard to Perception towards Buying Behaviour. Hence, it is
inferred that there is a significant difference between joint and nuclear family member
customers with regard to Perception towards Buying Behaviour. Based on the mean
score, it is observed that customers from Nuclear families have high positive opinions
for statements on Perception towards buying behaviour.
4.4.3 (G) Association between Monthly Income and Perception towards Buying
Behaviour
Null Hypothesis : There is no significant difference among Income Group with

Table 4.69
ANOVA for significant difference among Income Group with respect to

162
Monthly Std. F
Income Deviation Value
Upto
85 19.35a 6.061
Rs.20000
Perception Rs.20001 to
towards 273 24.90c 4.751
Rs.40000
Buying 21.773 <0.001**
Behaviour Rs.40001 to
246 23.07b 6.932
Rs.60000
More than
72 24.99c 4.813
Rs.60000

is a significant difference among the monthly income group of customers with regard
to perception towards buying behaviour. On the basis of the mean score, it is observed
that customers having a salary of more than Rs.60000 have recorded the highest
positive opinion on statements regarding perception towards buying behaviour.
of upto Rs.20000 is significantly different from other monthly income groups at a
significant level 5%. The monthly income group of Rs.40001 to Rs.60000 is
significantly different with other monthly income groups at 1% significant level but
monthly income group Rs.20001 to Rs.40000 and More than Rs.60000 are not
significantly differ with each other at 5% significant level.
4.4.4 Perception Towards Resistance Factors

resistance factors, the association between perception towards resistance factors with
demographic factors like age, gender, family type, area, occupation, educational
163
qualification and income has been analyzed to understand if there is the influence of
these demographic factors on perception regard to resistance factors.

Resistance Factors
Null Hypothesis : Opinion regarding Statements on Perception towards Resistance

factors are equal to Average Level
To test above stated hypothesis, one sample t-test has been applied.
Table 4.70

Perception towards Resistance Factors
Std.
Deviation
I worried about the safety of
personal and bank/financial
4.05 1.085 25.269 <0.001**
information provided while
making an online payment
Sometimes, e-commerce
companies send different quality
3.88 1.141 20.051 <0.001**
products than shown on the
website.
I prefer traditional shopping if the

product needed touch and feel the 3.24 1.030 6.088 <0.001**
experience
Various NEWS regarding online

fraud creates an adverse 4.06 0.880 31.344 <0.001**
impression about online shopping
Warranty / Guarantee related

issues need to be handled 3.48 0.983 12.673 <0.001**
properly
164
resistance factors. Hence, the opinion regard to all the statements on perception
towards resistance factors is not equal to the average level. Based on the mean score,
it is observed that opinion regard to all the statements on perception towards resistance
factors is above average level. Thus, it can be concluded that respondents gave
positive opinions regarding all the statements on perception towards resistance
factors.
4.4.4 (B) Association between Area and perception towards resistance factors
with respect to Perception towards Resistance factors
Table 4.71
with respect to Perception towards Resistance Factors

Resistance factors 1.597 0.111
Urban 421 18.92 4.112

regard to perception towards resistance factors since P value is greater than 0.05.
Hence, the null hypothesis is accepted at 5% level of significance with regard to
perception towards resistance factors. Thus, it can be inferred that customers from
rural area as well as from urban areas respond similarly for statements regard to
resistance factors.
4.4.4 (C) Association between Gender of customers and Perception towards

Resistance Factors
Null Hypothesis : There is no significant difference between Male and Females with
respect to Perception towards Resistance factors
To test the above hypothesis, an independent t-test has been applied
165
Table 4.72
respect to Perception towards Resistance Factors
Factor Gender N Mean Std. Dev. t Value P Value
Perception towards Male 502 18.75 4.115

0.384 0.701
Resistance factors Female 174 18.61 4.652

significance level with regard to Perception towards Resistance Factors. Hence, it is
inferred that there is no significant difference between male and female customers
with regard to Perception towards Resistance Factors. Based on the mean score, it is
observed that the female customers have a similar opinion for statements on
Perception towards Resistance factors.
4.4.4 (D) Association between Age and perception towards Resistance Factors.
to Perception towards Resistance factors
Table 4.73
towards Resistance Factors
Std. F
Deviation Value
Less Than 25
142 19.91b 4.655
years
Perception Between 26 to
towards 255 17.16a 4.847
35 Years
Resistance 20.368 <0.001**
Between 36 to
factors 210 19.67b 2.963
45 Years
46 Years and
69 19.12b 2.285
above
166

significance level with regard to perception towards resistance factors. Hence, there
is a significant difference among the age group in years of customers with regard to
perception towards resistance factors. On the basis of the mean score, it is observed
on statements regarding perception towards resistance factors.
Based on Duncan Multiple Range Test (DMRT), the age group between 26-
35 years is significantly different from all other age groups at 5% level. Age groups
less than 25 years, between 36-45 and above 45 years are not significantly different
from each other at 5% significant level.
4.4.4 (E) Association between Occupation and perception towards Resistance

factors

to Perception towards Resistance factors
Table 4.74

Perception towards Resistance Factors
Std. F
Deviation Value
towards
Business 165 15.75a 5.802
Resistance 47.386 <0.001**
c
factors Profession 81 21.02 2.500
Housewife 69 20.13bc 3.106
167

significance level with regard to perception towards resistance factors. Hence, there
is a significant difference among occupations of customers with regard to perception
towards resistance factors. On the basis of the mean score, it is observed that
customers engaged in the profession have recorded the highest positive opinion on
statements regarding perception towards resistance factors.

of 5%. Occupational group Housewife is not significantly differed with occupational
group Service and Profession at 5% significant level.
4.4.4 (F) Association between Family Type and Perception towards Resistance
Factors

Family with respect to Perception towards Resistance factors
Table 4.75
with respect to Perception towards Resistance Factors
Std.
Factor Family Type N Mean T Value P Value
Deviation
Perception Nuclear 114 19.68 3.804

towards 2.651 0.008**
Resistance factors Joint 562 18.52 4.320

significance level with regard to perception towards resistance factors. Hence, it is
inferred that there is a significant difference between joint and nuclear family member
168
customers with regard to perception towards resistance factors. Based on the mean
score, it is observed that customers from Nuclear families have recorded high positive
opinions for statements on perception towards resistance factors.
4.4.5 Perception Towards Purchasing Decision

resistance factors, the association between perception towards purchasing decision
with demographic factors like age, gender, family type, area, occupation, educational
qualification and income has been analyzed to understand if there is the influence of
these demographic factors on perception regard to purchasing decision.

Purchasing Decision
Null Hypothesis : Opinion regarding Statements on Perception towards Purchasing

Decision is equal to Average Level
To test the above hypothesis, one sample t-test has been applied.
Table 4.76

Perception towards Purchasing Decision
Std. t
Statement Mean P Value
Deviation Value
I buy the product immediately which are
offered at a heavy discount, even if the 3.96 1.070 23.362 <0.001**
product may not be needed by me.
I feel that I do purchase unnecessary
products through an online shopping 4.01 1.058 24.713 <0.001**
portal
My monthly shopping expenses
increased than earlier due to online 3.98 1.084 23.460 <0.001**
shopping
I check reviews given at various
websites by various people about the
3.99 1.068 23.986 <0.001**
product before making the actual
purchase
169
purchasing decisions. Hence, the opinion regard to all the statements on perception
towards purchasing decisions is not equal to the average level. Based on the mean
score, it is observed that opinion regard to all the statements on perception towards
purchasing decision is above average level. Thus, it can be concluded that respondents
gave positive opinions regarding all the statements on perception towards purchasing
decisions.
4.4.5 (B) Association between Area and Perception towards Purchasing Decision
with respect to Perception towards Purchasing Decision
Table 4.77

0.631 0.528
Purchasing Decision
Urban 421 15.85 4.219

regard to perception towards purchasing decisions since P value is greater than 0.05.
Hence, the null hypothesis is accepted at 5% level of significance with regard to
perception towards purchasing decisions. Thus, it can be inferred that customers from
rural areas as well as from urban areas respond similarly to statements regard to
purchasing decisions.
4.4.5 (C) Association between Gender and Perception towards Purchasing

Decision
Null Hypothesis : There is no significant difference between Male and Female with
respect to Perception towards Purchasing Decision
To test the above hypothesis, an independent t-test has been applied.
170
Table 4.78
Std.
Dev.
3.166 0.002**
Purchasing Decision
Female 174 16.78 3.578

significance level with regard to Perception towards purchasing decision. Hence, it is
inferred that there is a significant difference between male and female customers with
regard to Perception towards purchasing decisions. Based on the mean score, it is
observed that the female customers have a better opinion for statements on Perception
towards purchasing decisions.
4.4.5 (D) Association between Age of customers and Perception towards

Purchasing Decision
to Perception towards Purchasing Decision
Table 4.79
towards Purchasing Decision
Std. F
Deviation Value
Less Than 25 years 142 17.32b 2.020
Perception
Between 26 to 35 Years 255 15.29a 5.415
towards
10.567 <0.001**
Purchasing
Between 36 to 45 Years 210 15.41a
3.305
Decision
46 Years and above 69 17.00b 2.990
171

significance level with regard to perception towards purchasing decision. Hence, there
is a significant difference among the age group in years of customers with regard to
perception towards purchasing decision. On the basis of the mean score, it is observed
on statements regarding perception towards purchasing decisions.
Based on Duncan Multiple Range Test (DMRT), the age groups between 26-
35 years and between 36-45 years are significantly different with the age group less
than 25 years and more than 45 years at 5% level. Age groups less than 25 years, and
above 45 years are not significantly different from each other and age groups between
26-35 years and between 36-45 years are also not significantly different from each
other at 5% significant level.
4.4.5 (E) Association between Educational Qualification and Perception towards

Purchasing Decision

Qualifications with respect to Perception towards Purchasing Decision
To test the above hypothesis, ANOVA and DMRT has been applied
Table 4.80

Educational Std. F
HSC 51 16.22b 3.366

Perception
towards Diploma 65 18.46c 2.444
Purchasing Degree 357 15.87b 3.781 14.822 <0.001**
Decision
Post Graduate 89 16.71b 2.989
Other 114 13.94a 5.706
172

is a significant difference among educational qualification groups of customers with
regard to perception towards purchasing decisions. On the basis of the mean score, it
is observed that diploma holder customers recorded the highest positive opinion on
statements regarding perception towards purchasing decisions.

group Other is significantly different from all other educational qualification groups
at 5% significant level. Educational qualification groups HSC, Degree and Post
Graduate are significantly different from other groups but do not significantly differ
from each other. Educational qualification group Diploma significantly differs from
all other educational groups at 5% level.
4.4.5 (F) Association between Occupation and Perception towards Purchasing

Decision

to Perception towards Purchasing Decision
Table 4.81

Std. F
Deviation Value
towards
Business 165 14.77a 5.351
Purchasing 9.583 0.001**
b
Decision Profession 81 16.58 2.036
Housewife 69 17.68c 2.714
173

is a significant difference among occupations of customers with regard to perception
towards purchasing decisions. On the basis of the mean score, it is observed that
housewives have recorded the highest positive opinion on statements regarding
perception towards resistance factors.

group is significantly different from all other occupational groups at the significant
level at 5%. Occupational group Service and Profession are significantly different
with occupational group Housewife and Business but not significantly differ with each
other. Occupational group Housewife is significantly different from all other
occupational groups at 5% significant level.
4.4.5 (G) Association between Family Type and Perception towards Purchasing
Decision

Family with respect to Perception towards Purchasing Decision
To test the above hypothesis, an independent t-test has been applied.
Table 4.82
Family Std. t
Type Deviation Value
Perception towards
Nuclear 114 15.40 3.712
Purchasing Decision 1.501 0.134
Joint 562 16.04 4.187

significance level with regard to perception towards purchasing decisions. Hence, it
174
is inferred that there is no significant difference between joint and nuclear family
member customers with regard to perception towards purchasing decisions. Based on
the mean score, it is observed that customers from the Joint family have recorded
better positive opinions for statements on perception towards purchasing decisions.
4.4.5 (H) Association between Monthly Income and Perception towards

Purchasing Decision
Null Hypothesis : There is no significant difference among Income Group with

To test above stated hypothesis, ANOVA and DMRT have been applied.
Table 4.83

Monthly Std. F
Income Deviation Value
Upto Rs.20000 85 13.61a 3.979
Rs.20001 to
Perception
273 16.99c 3.390
Rs.40000
towards
Purchasing Rs.40001 to 16.739 <0.001**
b
Decision 246 15.69 4.659
Rs.60000
More than
72 15.47b 3.484
Rs.60000
Note : 1. Note : 1. ** denotes significant at 1% level
2. Different alphabets among Age group in years denotes significant at 5%

level using Duncan Multiple Range Test (DMRT)

is a significant difference among the monthly income group of customers with regard
to perception towards purchasing decisions. On the basis of the mean score, it is
observed that customers having salaries between Rs.20001 to Rs.40000 have recorded
175
the highest positive opinion on statements regarding perception towards purchasing
decisions.
of up to Rs.20000 is significantly different from all other monthly income groups at a
significant level 5%. Monthly income groups of upto Rs.20000 and Rs.40001 to
Rs.60000 significantly differ with other monthly income groups at 5% significant
level but monthly income groups upto Rs.20000 and Rs.40001 to Rs.60000 are not
significantly differed with each other at 5% significant level.
4.4.6 Level of E-commerce Business Impact on Buying Behaviour of customers
Null Hypothesis : Level of Impact of E-commerce business on Buying Behaviour of

customers is equally distributed
To test above stated hypothesis, the Chi-square test has been applied.
Table 4.84
Chi-square test for Goodness of Fit of Equality of Levels of Impact on Buying

Behaviour of Online Shoppers
Level of Impact
Chi-Square
on Buying Frequency Percent P Value
Value
Behaviour
Low 172 25.4
Moderate 326 48.2

67.538 <0.001**
High 178 26.3
Total 676 100.0
Since P value is less than 0.05, the null hypothesis is rejected at 1% level of
significance. Hence, it is concluded that level of impact of E-commerce business on
customers is not equally distributed. Based on percentage, the majority of customers
belongs to the Moderate level (48.2%).
176
4.4.7 Relationship among Factors of Impact on Buying Behaviour of Customers
Table 4.85
Karl Pearson Correlation Coefficient between Factors of Impact on Buying

Behaviour of Customers
Perceptio
Perception Perceptio
Factors of n towards Perceptio Perceptio
towards n towards
Impact on Product n towards n towards
Convenienc Buying
Buying and Resistanc Purchase
e and Web Behaviou
Behaviour Promotio e Factors Decision
Store r
n
Perception
towards
1.000 .307** .462** .535** .399**
Product and
Promotion
Perception
towards
Convenienc -- 1.000 .648** .234** .609**
e and Web
Store
Perceptioin
towards
-- -- 1.000 .216** .751**
Buying
Behaviour
Perception
towards
-- -- -- 1.000 .278**
Resistance
Factors
Perception
towards
-- -- -- -- 1.000
Purchase
Decision
( Source : Compiled by a researcher )
177
The Correlation Coefficient between Perception towards Product and

Promotion and Perception towards Convenience and Web Store is 0.307 which
indicate (0.3072 = 0.094) 9.4% positive relationship between Perception towards
Product and Promotion and Perception towards Convenience and Web Store and is
significant at 1% level.
The Correlation Coefficient between Perception towards Product and

Perception towards Buying Behaviour is 0.462 which indicate (0.4622= 0.213) 21.3%
positive relationship between Perception towards Product and Promotion and
Perception towards buying behaviour and is significant at 1% level.
The Correlation Coefficient between Perception towards and Perception

towards Resistance Factors is 0.535 which indicate (0.5352= 0.286) 28.6% positive
relationship between Perception towards Product and Promotion and Perception
towards Resistance Factors and is significant at 1% level.
The Correlation Coefficient between Perception towards and Perception

towards Purchase Decision is 0.399 which indicate (0.3992= 0.159) 15.9% positive
relationship between Perception towards Product and Promotion and Perception
towards Purchase Decision and is significant at 1% level.
178
4.5 Hypothesis Testing
Under this part of the chapter, the researcher has tested the hypothesis of the study by
applying various statistical methods and tools.
4.5.1 Hypothesis – I
Null Hypothesis (H0)- There is no significant difference between Area with

respect to Factors of Convenience and Web Store
Alternate Hypothesis (H1)- There is a significant difference between Area

with respect to Factors of Convenience and Web Store
Table 4.86

Perception towards
Rural 255 33.27 7.789
Convenience and 0.340 0.734
Webstore Urban 421 33.06 7.757

regard to Perception towards Convenience and Webstore since P value is greater than
0.05. Hence, the null hypothesis is accepted and the alternate hypothesis is rejected at
5% level of significance with regard to perception towards convenience and webstore.
Thus, it can be inferred that customers from the rural area as well as from urban area
responds similarly to statements on convenience and webstore. Further, it is concluded
that, convenience in shopping is considered as an important factor by both rural as
well as urban online shoppers.
4.5.2 Hypothesis – II
Null Hypothesis – There is no significant difference among Income groups

with respect to Factors of Product and Promotion.
Alternate Hypothesis – There is a significant difference among Income group

with respect to Factors of Product and Promotion
To test above stated hypothesis, ANOVA and DMRT has been applied.
179
Table 4.87

Monthly Std. F P
Factor N Mean
Income Deviation Value Value
Upto Rs.20000 85 34.75a 9.373
Perception of
Rs.20001 to
online 273 39.66b 8.002
Rs.40000
shoppers
Rs.40001 to 11.323 0.001**
towards a
246 36.63 11.431
Rs.60000
Product, and
Promotion More than
72 41.88b 9.110
Rs.60000

significance level and the alternate hypothesis is accepted at 1% significant level with
regard to perception towards product and promotion. Hence, there is a significant
difference among the monthly income group of customers with regard to perception
towards product and promotion. On the basis of the mean score, it is observed that
customers having a salary of more than Rs.60000 has recorded the highest positive
opinion on statements regarding perception towards product and promotion it may be
because of preference to product is highly dependent on the income of the consumer.
of upto Rs.20000 and between Rs.40001 to Rs.60000 are significantly differ with
monthly income groups between Rs.20001 to Rs.40000 and more than Rs.60000 at a
significant level 5%. Monthly income groups of upto Rs.20000 and between Rs.40001
to Rs.60000 are not significantly differed from each other and also monthly income
groups between Rs.20001 to Rs.40000 and more than Rs.60000 are not significantly
differed from each other at level 5%.
180
4.5.3 Hypothesis – III
Null Hypothesis – There is no significant difference among Educational

Qualifications with respect to Perception towards Resistance Factors in availing E-
commerce services
Alternate Hypothesis – There is a significant difference among Educational

Qualifications with respect to Perception towards Resistance Factors in availing E-
commerce services
Table 4.88
ANOVA for Significant Difference among Educational Qualifications with

respect to Perception towards Resistance Factors
Educational Std. F
Perception HSC 51 18.61a 4.405
a
towards Diploma 65 18.71 3.200
Resistance Degree 357 18.42a 4.398 9.384 <0.001**
b
factors Post Graduate 89 21.13 2.012
Other 114 17.80a 4.903
Since P value is less than 0.05, the null hypothesis is rejected and the alternate
hypothesis is accepted at 1% significance level with regard to perception towards
resistance factors. Hence, there is a significant difference among the educational
qualification group of customers with regard to perception towards resistance factors.
Based on the mean score, it is observed that Post Graduate customers recorded the
highest positive opinion on statements regarding perception towards resistance
factors. Thus, it can be concluded that the educational qualification of the customers
affects opinion regarding resistance factors and it was observed that higher qualified
customers give due importance to resistance factors.
181
group Post Graduate is significantly different from all other educational qualification
groups at 5% significant level. Educational qualification groups HSC, Degree,
Diploma and Other are not significantly differed with each other at 5% level.
4.5.4 Hypothesis – IV
Null Hypothesis (H0) – There is no significant difference between Gender

with respect to Perception towards Buying behaviour.
Alternate Hypothesis (H1) – There is a significant difference between

Gender with respect to Perception towards Buying Behaviour
To test above stated Hypothesis, an Independent t-test have been applied.
Table 4.89
Independent t-test for Significant Difference between Male and Female with
Std.
Dev.

3.722 <0.001**
Buying Behaviour Female 174 24.87 5.099
Note : **denotes significant at 1% level
hypothesis is accepted at 1% significance level with regard to perception towards
buying behaviour. Hence, it is inferred that there is a significant difference between
male and female customers with regard to perception towards buying behaviour.
Based on the mean score, it is observed that the female customers have a better opinion
for statements on perception towards buying behaviour.
4.5.5 Hypothesis – V
Null Hypothesis – There is no significant difference among the Income group

with respect to Perception towards Resistance Factors in availing E-commerce
services
182
Alternate Hypothesis – There is a significant difference among the Income
group with respect to Perception towards Resistance Factors in availing E-commerce
services
Table 4.90

Perception towards Resistance factors
Monthly N Mean Std. F P

Factor
Income Deviation Value Value
Upto Rs.20000 85 19.07ab 3.383
Perception Rs.20001 to
towards 273 18.82ab 4.269
Rs.40000
Resistance Rs.40001 to 2.599 0.051
factors 246 18.21a 4.862
Rs.60000
More than
72 19.65b 2.321
Rs.60000
Note : Different alphabets among Age group in years denotes significant at 5% level
using Duncan Multiple Range Test (DMRT)
Since P value is more than 0.05, the null hypothesis is accepted and the
alternate hypothesis is rejected at 5% significance level with regard to perception
towards resistance factors. Hence, there is no significant difference among the
monthly income group of customers with regard to perception towards resistance
factors. On the basis of the mean score, it is observed that customers having a salary
of more than Rs.60000 have recorded the highest positive opinion on statements
regarding perception towards resistance factors.
between Rs.40001 to Rs.60000 is significantly different from the monthly income
group of more than Rs.60000 at a significant level 5%. Monthly income groups of
upto Rs.20000 and Rs.20001 to Rs.40000 are not significantly different from each
other. The monthly income group between Rs.40001 to Rs.60000 is not significantly
different with monthly income groups upto Rs.20000 and Rs.40001 to Rs.60000 at
5% significant level. The monthly income group of more than Rs.60000 is also not
183
significantly differ from monthly income groups upto Rs.20000 and Rs.40001 to
Rs.60000 at 5% significant level.
4.5.6 Hypothesis – VI
Null Hypothesis (H0) - There is no association between Age and Level of

Impact on Buying Behaviour of Online Shoppers
Alternate Hypothesis (H1) - There is an association between Age and Level

of Impact on Buying Behaviour of Online Shoppers
To test above stated hypothesis, Chi-square test has been applied.
Table 4.91
Chi-square test for association between Age and Level of Impact on Buying
Behaviour
Level of Impact on Buying Chi-

Age
Behaviour Total Square P Value
Group
Low Moderate High Value
Less 3 84 55 142
than 25 (2.1) (59.2) (38.7) (100.0)
Years [1.7] [25.8] [30.9] [21.0]
111 89 55 255
26 to 35
(43.5) (34.9) (21.6) (100.0)
Years
[64.5] [27.3] [30.9] [37.7]
48 125 37 210
36 to 45
(22.9) (59.5) (17.6) (100.0) 111.870 <0.001**
Years
[27.9] [38.3] [20.8] [31.1]
10 28 31 69
Above
(14.5) (40.6) (44.9) (100.0)
45 Years
[5.8] [8.6] [17.4] [10.2]
172 326 178 676
Total (25.4) (48.2) (26.3) (100.0)
[100.0] [100.0] [100.0] [100.0]
Note : 1. The value within ( ) refers to Row Percentage
2. The value within [ ] refers to Column Percentage
3. ** Denotes significant at 1% level
184
hypothesis is accepted at 1% level of significance. Hence concluded that there is an
association between Gender and Level of Impact on Buying Behaviour. Based on row
percentage, 2.1% of customers of age less than 25 years have a low level of impact on
buying behaviour, and 38.7% of customers of age less than 25 years have a high level
of impact on buying behaviour. 43.5% of customers of age between 26-35 years have
a low level of impact on buying behaviour, and 21.6% of customers of age between
26-35 years have a high level of impact on buying behaviour. 22.9% of customers of
age between 36-45 years have a low level of impact on buying behaviour, and 17.6%
of customers of age between 36-45 years have a high level of impact on buying
behaviour whereas 14.5% of customers of age more than 45 years have a low level of
impact on buying behaviour, and 44.9% of customers of age more than 45 years have
a high level of impact on buying behaviour. Hence it is concluded that customers
above 45 years have a high level of impact on buying behaviour.
185

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Chapter - IV

Data Analysis and Interpretation

4.1 Introduction to Data Analysis and Interpretation

4.2 Descriptive Analysis

4.2.1 Demographic Profile

This part of the descriptive data analysis consists of demoFigureic information

4.2.1.1 Taluka Wise Respondents

The researcher had collected primary data through a questionnaire distributed

Taluka wise respondents

Taluka Frequency Percent

Palghar 157 23.2

Total 676 100.0

(Source : Compiled by a researcher)

Figure 4.1 : Taluka wise Respondents

4.2.1.2 Area Wise Respondents

Area category Frequency Percent

Rural 255 37.7

Urban 421 62.3

Total 676 100.0

(Source : Complied by a researcher)

Figure 4.2 : Area wise Respondents

Now a days, online shopping is done by male as well as female consumers

Gender Frequency Percent

Male 502 74.3

Female 174 25.7

Total 676 100.0

(Source : Compiled by a researcher)

Figure 4.3 : Gender wise Respondents

4.2.1.4 Age Wise Respondents

Consumers from different age groups are involved in online shopping.

Age Frequency Percent

Less Than 25 years 142 21.0

Between 26 to 35 Years 255 37.7

Between 36 to 45 Years 210 31.1

46 Years and above 69 10.2

Total 676 100.0

(Source : Compiled by a researcher)

Figure 4.4 : Age wise Respondents

4.2.1.5 Education Wise Respondents

There is a relationship between education and online shopping. Basic

Educational Qualification Frequency Percent

Degree 357 52.8

Post Graduate 89 13.2

Other 114 16.9

Total 676 100.0

Figure 4.5 : Education wise Respondents

4.2.1.6 Occupation Wise Respondents

Consumers are engaged in a different occupations. Generally, consumers from

Occupation Frequency Percent

Service 361 53.4

Business 165 24.4

Total 676 100.0

(Source : Compiled by a researcher)

Figure 4.6 : Occupation wise Respondents

4.2.1.7 Family Type Wise Respondents

Consumers may belong to a nuclear family or may be live in a joint family.

Figure 4.7 : Family Type wise Respondents

4.2.1.8 Monthly Income Wise Respondents