A STUDY ON BUYING BEHAVIOR OF ONLINE RETAIL OF BOUTIQUE

PRODUCT IN LALITPUR

A Project Work Report Proposal

Submitted By
Pratikshya Dahal
T.U. Regd. No.: 7-2-0736-0023-2016
Symbol No: 7360031
Jhapa Campus
Damak

Submitted to
The Faculty of Management
Tribhuvan University
Kathmandu

In Partial Fulfillment of the Requirements for the Degree of

BACHELOR OF BUSINESS STUDIES (BBS)

Damak, Jhapa
January, 2021
 DECLARATION

I hereby declare that the project work report entitled “A STUDY ON BUYING
BEHAVIOR OF ONLINE RETAIL OF BOUTIQUE PRODUCT IN URLABARI”
submitted to Faculty of Management, Tribhuvan University, Kathmandu is an original
peace of work under the supervision of Mr.Jiban Magar, faculty member, Jhapa Campus,
Damak, Jhapa, and is submitted in partial fulfillment of the requirements for the award of
the degree of Bachelor of Business Studies (BBS).This project work report has not been
submitted to any other university or institution for the award of any degree or diploma.

....................................
Pratikshya Dahal
Jhapa Campus
Symbol No: 7360031
T.U Regd. No.: 7-2-0736-0023-2016

ii
 SUPERVISOR’S RECOMMENDATION

The project work report entitled A STUDY ON BUYING BEHAVIOR OF ONLINE

RETAIL OF BOUTIQUE PRODUCT IN URLABARI submitted by Pratikshya Dahal
of Jhapa Campus, Damak, Jhapa, is prepared under my supervision as per the procedure
and format requirements laid by the Faculty of Management, Tribhuvan University, as
partial fulfillment of the requirements for the award of the degree of Bachelor of Business
Studies (BBS). I, therefore, recommend the project work report for evaluation.

Signature: ……………….
Name of Supervisor: Mr. Jiban Magar
Jhapa Campus
Date: ……………………..

iii
 ENDORSEMENT

We hereby endorse the project work report entitled A STUDY ON BUYING

BEHAVIOR OF ONLINE RETAIL OF BOUTIQUE PRODUCT IN URLABARI
submitted by Pratikshya Dahal of Jhapa Campus, Damak in partial fulfillment of the
requirements for award of the Bachelor of Business Studies (BBS) for external
evaluation.
.

Signature: ……………… Signature: ……………

Mr. Jiban Magar Shanti Ram Acharya
Chairman, Research Committee Campus Chief/Principle
Jhapa Campus, Damak Jhapa Campus, Damak
Date: ……………………… Date: ………………………

iv
 ACKNOWLEDGEMENTS

This study is mainly concern with the analysis of "A STUDY ON BUYING BEHAVIOR
OF ONLINE RETAIL OF BOUTIQUE PRODUCT IN URLABARI". It has been
prepared as per the course of Bachelor of Business Studies; fourth year. The report could
not be initiated without the assistance of some gracious people whom I must thank. I am
extremely grateful to my respected teacher cum report Supervisor Mr. Jiban Magar and
the campus chief Shanti Ram Acharya who gave me fruitful suggestions and guidance to
frame out this report. I also want to remember the librarians of Jhapa Campus who have
helped me a lot by providing necessary books, thesis and information as well. Similarly, I
express my thanks to all the staffs of the research department for their kind co-operation,
help and support. I am thankful to my friends who directly or indirectly supported me
during my research, especially Nita Parajuli, the owner of Urlabari Online Shopping
Center for providing me data for the field work and for being with me all the time till the
completion of this research. I would also like to express my sincere gratitude to my
parents for always encouraging and inspiring me in whatever way it is possible. At last, I
want to thank Tribhuvan University and Jhapa Campus for providing such an opportunity
and platform for the students to enhance our research skills which have helped us to gain
more knowledge and experience.

…………………
Pratikshya Dahal
Jhapa Campus
Damak, Jhapa

v
 TABLE OF CONTENTS

COVER PAGEi
DECLARATION
SUPERVISOR’S RECOMMENDATION.........................................................................iii
ENDORSEMENT..............................................................................................................iv
TABLE OF CONTENTS..................................................................................................vii
LIST OF TABLES..............................................................................................................ix
ABBREVIATIONS.............................................................................................................x
CHAPTER-I........................................................................................................................1
INTRODUCTION...............................................................................................................1
1.1 Background of the Study...........................................................................................1
1.1.1 Boutique Product........................................................................................................3
1.2 Statement of Problem................................................................................................5
1.3 Objectives of the Study..............................................................................................6
1.4 Rationale of the Study...............................................................................................6
1.5 Limitations of the Study............................................................................................7
1.6 Literature Review......................................................................................................7
1.6.1 Conceptual Review.....................................................................................................7
1.6.2 Review of Previous Studies......................................................................................11
1.7 Research Methodology............................................................................................14
1.7.1 Research Design.......................................................................................................14
1.7.2 Source of Data..........................................................................................................14
1.7.3 Population and Sample.............................................................................................14
1.7.4 Data Collection Procedure........................................................................................15
1.7.5 Data Analysis Tools..................................................................................................15
1.8 Report Structure.......................................................................................................15
CHAPTER-II.....................................................................................................................17
RESULTS AND ANALYSIS............................................................................................17
2.1 Characteristics of Respondents................................................................................17
2.1.1 Age of Respondents..................................................................................................17
2.1.1 Gender of Respondents.............................................................................................18

vi
2.1.3 Education Level of Respondents..............................................................................19
2.1.4 Occupation of Respondents......................................................................................19
2.1.5 Income of Respondents.............................................................................................20
2.2 Customer Characteristics and On-line Shopping Behaviour...................................20
2.2.1 On-line Shopping Behaviour....................................................................................20
2.2.2 Monthly On-line Expenditure...................................................................................21
2.2.3 Frequency of On-Line Shopping..............................................................................22
2.2.4 Prefer on-line shopping.............................................................................................22
2.3 Major Finding..........................................................................................................26
CHAPTER-III....................................................................................................................28
SUMMARY AND CONCUSSION..................................................................................28
3.1 Summary..................................................................................................................28
3.2 Conclusion...............................................................................................................29

BIBLIOGRAPHY
APPENDIX

vii
 LIST OF TABLES
Table No. Title Page No.

2. 1 Age of Respondents..........................................................................18
2. 2 Frequency table of gender groups.....................................................18
2. 3 Frequency Table of Education Levels of Respondents....................19
2. 4 Frequency Table of Occupation Levels of Respondents..................19
2. 5 Frequency table of income levels of respondents.............................20
2. 6 Frequency of On-Line Shopping......................................................20
2. 7 Monthly On-line Expenditure...........................................................21
2. 8 Frequency of On-Line Shopping......................................................22
2. 9 Prefer on-line shopping......................................................................22
2. 10 Perceived Benefits of On-line Shopping...........................................23
4. 11 Frequently on-line shopping..............................................................23
2. 12 On-line shopping behaviour...............................................................24
2. 13 Purchase behavior towards a particular On-line store........................25
2. 14 Monthly Expenditure by Age Class.....................................................26

viii
 ABBREVIATIONS

ASPA : American Society for Personal Administration

ATM : Automatic Teller Machine
C.S : Compensation and Social
EC : Electronic Commerce
ES : Employee Satisfaction
et al. : And others
HR : Human Resource
SET : Secured Electronic Transaction

ix