SUMEDHA Journal of Management

A Study on Customer Satisfaction Towards Online Shopping

– Mrs. T. Shenbaga Vadivu*

Abstract
In the era of globalization electronic marketing is a great revolution. Over the
last decade maximum business organizations are running with technological change.
Online shopping or marketing is the use of technology (i.e., computer) for better
marketing performance. And retailers are devising strategies to meet the demand of
online shoppers; they are busy in studying consumer behavior in the field of online
shopping, to see the consumer attitudes towards online shopping. Therefore we have
also decided to study consumer's attitudes towards online shopping and specifically
studying the factors influencing consumers to shop online.

Keywords: Online Shopping, Consumer Behavior, Attitude

Introduction
Online shopping is the process whereby consumers directly buy goods, services
etc. from a seller interactively in real-time without an intermediary service over the
internet. Online shopping is the process of buying goods and services from merchants
who sell on the Internet. Since the emergence of the World Wide Web, merchants have
sought to sell their products to people who surf the Internet. Shoppers can visit web
stores from the comfort of their homes and shop as they sit in front of the computer.
Consumers buy a variety of items from online stores.
In fact, people can purchase just about anything from companies that provide
their products online. Books, clothing, household appliances, toys, hardware, software,
and health insurance are just some of the hundreds of products consumers can buy
from an online store.
Many people choose to conduct shopping online because of the convenience.
Online shopping allows you to browse through endless possibilities, and even offers
merchandise that's unavailable in stores.

* Assistant Professor, Department of Business Administration, Nehru Arts and Science College,
Thirumalayampalayam, Coimbatore. Email Id: [email protected]
4
 Vol.4, No.2, April-June 2015

Shopping via the internet eliminates the need to shift through a store's products
with potential buys like pants, shirts, belts and shoes all slung over one arm. Online
shopping also eliminates the catchy, yet irritating music, as well as the hundreds, if not
thousands, of other like-minded individuals who seem to have decided to shop on the
same day.
The central concept of the application is to allow the customer to shop virtually
using the Internet and allow customers to buy the items and articles of their desire from
the store. The information pertaining to the products are stores on the server side
(store). The Server process the customers and the items are shipped to the address
submitted by them. The application was designed into two modules first is for the
customers who wish to buy the articles. Second is for the storekeepers who maintains
and updates the information pertaining to the articles and those of the customers.
The end user of this product is departmental store where the application is hosted
on the web and the administrator maintains the database. The application which is
deployed at the customer database, the details of the items are brought forward from
the database for the customer view based on the selection through the menu and the
database of all the products are updated at the end of each transaction. Data entry into
the application can be done through various screens designed for various levels of
users. Once the authorized personnel feed the relevant data into the system, several
reports could be generated as per the security.

1.2 Objectives of the Study

• To find out the satisfaction level of the customer for online purchase.
• To know the specific reasons for which customers purchase online shopping.
• To find out the consumers' satisfaction level for services provided by the online
shopping.
• Makes company to more about current trend and requirements.

1.3 Scope of the Study

• To know there brand loyalty.
• To know about which purchase type people prefer most.
• To find out the reason for buying products.
• To find out the price range that people prefer most.
• To know which features they admire in their product
5
SUMEDHA Journal of Management

1.4 Limitations of the Study

• The study is confined to Coimbatore district only
• The study is based upon the consumer behaviors of online shopping
• The data collected for the research is fully on primary data given by the
respondents. There is chance for personal bias. So the accuracy is not true
• Due to storage of time and other constraints, the study has been limited 50
respondents only .

1.5 Research Methodology

• The Research Design Used for the Study
The research design used for the study is descriptive. Descriptive research studies
are those, which are concerned with describing the characteristics of a particular
individual or group. The studies concerned with specific prediction with
narration of facts and characteristics concerning individual group or situation are
all examples of descriptive research studies.
• Population Size
The total population size is indefinite.
• Sample size
This refers to the number of items to be selected from the total population to
constitute the sample. The sample size used for study is 50.
• Sample design
It is a definite plan for obtaining a sample from a given population. It refers to the
technique the researcher adopts in selecting items for the sample. The
respondents are selected based on convenient sampling.

• Statistical Tools
The data collected through questionnaires were analyzed using simple
percentage analysis and ranking analysis.

Review of Literature
Internet usage history and intensity also affect online shopping potential.
Consumers with longer histories of Internet usage, educated and equipped with better
skills and perceptions of the Web environment have significantly higher intensities of
6
 Vol.4, No.2, April-June 2015

online shopping experiences and are better candidates to be captured in the well-
known concept of flow in the cyber world (Sisk, 2000; Hoffman and Novak, 1996; Liao
and Cheung, 2001). Those consumers using the Internet for a longer time from various
locations and for a higher variety of ser-vices are considered to be more active users
(Emmanouilides and Hammond, 2000).
As Bellman et al. (1999) mention, demographics are not so important in
determining online purchasing potential. Whether the consumer has a wired lifestyle
and the time constraints the person has are much more influential. Risk taking
propensity is also a powerful factor. E-shoppers have higher risk taking tendencies.
Consumers with high levels of privacy and security concerns have lower purchasing
rates in online markets but they balance this characteristic with their quest for making
use of the information advantage of the environment (Kwak et al., 2002; Miyazaki and
Fernandez, 2001). These educated individuals, as more confident decision makers, are
much more demanding and have greater control over the purchasing process from
initiation to completion (Rao et al., 1998).
Identifying pre-purchase intentions of consumers is the key to understand why
they ultimately do or do not shop from the Web market. One stream of research under
online consumer behavior consists of studies that handle the variables influencing
these intentions. A compilation of some of the determinants researchers have examined
are: transaction security, vendor quality, price considerations, information and service
quality, system quality, privacy and security risks, trust, shopping enjoyment, valence
of online shopping experience, and perceived product quality. (Liao and Cheung, 2001;
Saeed et al., 2003; Miyazaki and Fernandez, 2001; Chen and Dubinsky, 2003).
The lists of factors having a positive or negative impact on consumers' propensity
to shop do not seem to be very different from the considerations encountered in offline
environments. However, the sensitivities individuals display for each variable might be
very different in online marketplaces. Factors like price sensitivity, importance
attributed to brands or the choice sets considered in online and offline environments
can be significantly different from each other (Andrews and Currim, 2004).
Uncertainties about products and shopping processes, trustworthiness of the online
seller, or the convenience and economic utility they wish to derive from electronic
shopping determine the costs versus the benefits of this environment for consumers
(Teo et al., 2004). Further studies aiming to complete the full set of factors influencing
consumers' prepurchase intentions are still much awaited.
Simon Rigby , Head of Direct Channels at Comet, says, "Our challenge is to meet
the needs of the greatest number of shoppers. By undertaking research on a regular
basis, we learn more about our customers' shopping needs and styles. This helps us to
7
SUMEDHA Journal of Management

deliver all the necessary eassurances,product ranges and services. We conducted this
survey during our peak selling period as we are in the process of developing our range of
online interactive services, such as Live Chat and CometTV.co.uk. Powerful multi media
sales tools will soon become standard in the online shopping arena. In three years, you'll be
just as likely to click and watch a product related video of your intended purchase on your
computer before you buy - as you are to have an email address today.
Research summarized by Emarketer(2005) showed that the Internet applied a
bigger influence than for offline media for electronics compared to that clothing,
beauty or home improvement as would be expected. Internet Marketing has changed
the way people buy and sell good and service. It has added lot of convenience and easy
to the whole process of buying. Internet buying prevalence is highest in the United
States, where 93% of Internet users have bought on-line (Business Software
Association, 2002), and it is growing rapidly in India as well (www.ebay.com)

Data Analysis and Interpretation

Table 1.1 : Showing socio-economic background of the respondents

Factors Category No. of Percentage

Respondents (%)
Gender Male 29 58
Female 21 42
Age Below 20 years 18 36
25 – 30 years 25 50
31 - 35 years 1 2
Above 35 years 6 12
Location Village 23 46
Town 20 40
City 7 14
Profession Student 23 46
Business 10 20
Service 8 16
Professional 9 18
Educational School 9 18
Graduate 16 32
Post Graduate 20 40
Illiterate 5 10
8
 Vol.4, No.2, April-June 2015

Factors Category No. of Percentage

Respondents (%)
Family status Nuclear family 28 56
Joint family 22 44
Monthly Income Below Rs.5, 000 19 38
Rs.10,001 to Rs. 15,000 11 22
Rs.15,001 to Rs. 20,000 11 22
Above Rs.20,000 9 18
Online shopping Flipkart.com 34 68
websites Amazon.com 16 32
eBay.com 08 16
Myntra.com 05 10
Snapdeal.com 14 28
Olx.com 08 16
Others 12 24
Sources of Online advertisement 21 42
awareness Offline advertisement 07 14
Friends 15 30
Newspaper 03 06
Television 04 08
Products purchased Electronics 13 26
Mobiles 31 62
Computer 04 08
Home appliances 08 16
Games 02 04
Garments 05 10
Footwear 09 18
Watches 09 18
Jewels 03 06
Mens Accessories 12 24
Womens Accessories 11 22
Toys 02 04
Baby care 02 04
Books 04 08
E-books 02 04
9
SUMEDHA Journal of Management
Factors Category No. of Percentage
Respondents (%)
Preference Time saving 28 56
Information Availability 05 10
Less Stress 09 18
Less Expensive 06 12
Best Offers 09 18
Helpful for Old & Disabled 04 08
Service Quality 02 04
Easy Ordinary System 02 04
Visiting retail store Yes 26 52
No 24 48
Frequency of Daily 06 12
Purchase Weekly 09 18
Monthly 21 42
Yearly 13 26
Mode of payment Credit cards 03 06
Debit cards 05 10
Online bank transfer 06 12
Cash on delivery 38 76
Table 1.2 : Level of Satisfaction of the Respondents

Factors Opinion No of Percentage

Respondent (%)
Choice of availability Strongly Disagree 03 06
of products Disagree 02 04
Neither Agree Nor 13 26
Disagree
Strongly Agree 27 54
Agree 06 12
Facts consider before Product Rating 14 28
online Shopping Product review 20 40
Advise for offline store 04 08
Comparison of price 12 24
Referred by friends 06 12
10
 Vol.4, No.2, April-June 2015

Factors Opinion No of Percentage

Respondent (%)
Detailed information Strongly Disagree 01 02
about the product Disagree 04 08
Neither Agree Nor Disagree 14 28
Strongly Agree 14 28
Agree 27 54
Easy to choose and Strongly Disagree - -
make comparison Disagree 02 04
with other products Neither Agree Nor Disagree 16 32
Strongly Agree 06 12
Agree 26 52
Quality of Strongly Disagree 01 02
information provided Disagree 01 02
in online shopping Neither Agree Nor Disagree 16 32
Strongly Agree 08 16
Agree 25 50
Website layout helps Strongly Disagree 02 04
in searching the Disagree - -
products easily Neither Agree Nor Disagree 13 26
Strongly Agree 10 20
Agree 25 50
Safe and secure with Strongly Disagree 04 08
online shopping Disagree 08 16
Neither Agree Nor Disagree 13 26
Strongly Agree 21 42
Agree 07 14
Shopping experience Highly satisfied 07 14
Satisfied 38 76
Neither satisfied nor 05 10
dissatisfied
Dissatisfied - -
Highly dissatisfied - -
11
SUMEDHA Journal of Management

Factors Opinion No of Percentage

Respondent (%)
Barriers which keep Safety of payment 11 22
respondents away Low trust level of online store 11 22
from online VAT, Customs Duty 08 16
shopping High shipping cost 04 08
Delivery too slow 18 36
Others - -
Table 1.3 : Problems faced by the Respondent while Online Shopping

S.No Problems No of Percentage

Respondent (%)
1 Product did not arrive at all 04 08
2 Product arrive in damage condition 08 16
3 Wrong product were sent 04 08
4 Not quality goods & services 07 14
5 Others 02 04
6 None of these 26 52
Total 50 100
Table 1.4 : Ranking of the Services in Online Shopping

S.No Ranking of the services in online shopping Total Score Rank

1 Payment security 176 6
2 Product delivery 188 4
3 Personal information privacy 156 8
4 Warranties, return policies 182 5
5 Convenience 215 1
6 Mode of payment 174 7
7 Time saving 203 2
8 Attractive offers 195 3
Findings
• Hence it is concluded that majority (58%) of the respondents are male.
• Hence the higher (50%) percentage of the respondents are falling under the
category of below 25 - 30 years age group.
12
 Vol.4, No.2, April-June 2015

• Hence the higher (46%) percentage of the respondents are falling under the
category of Village area.
• Hence it is disclosed that majority (46%) of the respondents are engaged on in students

• Majority 40% of the respondents are post graduate level

• Majority 56% of the respondents are belongs to Nuclear family.
• Majority 38% of the respondents are earning the monthly income below Rs.5, 000
only
• Majority 68% of the respondents visited Flipkart.com.
• Majority 42% of the respondents get awareness about websites through online
advertisement
• Majority 62% of the respondents purchased Mobiles via online channels.
• Majority 56% of the respondents Prefer online shopping for time saving.
• Majority 52% of the respondents visiting retail store before online shopping.
• Majority 42 % of the respondents make purchase on Online Shopping Monthly.
• Majority 54% of the respondents Strongly Agree with the choice of products
available in Online shopping.
• Majority 40 % of the respondents consider product review before Online shopping.
• Majority 54% of the respondents Agree with the detailed information about the
products in Online shopping.
• Majority 52% of the respondents Agree with the easy to choose and make
comparison with other products in Online shopping.
• Majority 50% of the respondents agree with the Quality of Information provided
in Online shopping.
• Majority 50% of the respondents Agree with the Website layout helps in
searching the products easily.
• Majority 42% of the respondents Strongly Agree with the Safe and secure with
online shopping.
• Majority 52% of the respondents did not face any of the problems in online
shopping.
• First rank given by the respondents for the Convenience in online shopping.
13
SUMEDHA Journal of Management

• Majority 76 % of the respondents make payment through Cash on delivery in

online shopping.
• Majority 36 % of the respondent have barrier of delivery too slow in online
shopping.
• Majority 76 % of the respondent satisfied with online shopping

Conclusion
Online shopping is becoming more popular day by day with the increase in the
usage of World Wide Web known as www. Understanding customer's need for online
selling has become challenge for marketers. Specially understanding the consumer's
attitudes towards online shopping , making improvement in the factors that influence
consumers to shop online and working on factors that affect consumers to shop online
will help marketers to gain the competitive edge over others.
In conclusion, having access to online shopping has truly revolutionized and
influenced our society as a whole. This use of technology has opened new doors and
opportunities that enable for a more convenient lifestyle today. Variety, quick service
and reduced prices were three significant ways in which online shopping influenced
people from all over the world. However, this concept of online shopping led to the
possibilities of fraud and privacy conflicts. Unfortunately, it has shown that it is
possible for criminals to manipulate the system and access personal information.
Luckily, today with the latest features of technology, measures are being taken in order
to stop hackers and criminals from inappropriately accessing private databases.
Through privacy and security policies, website designers are doing their best to
put an end to this unethical practice. By doing so, society will continue to depend upon
online shopping, which will allow it to remain a tremendous success in the future.

References
1. Palmer, Kimberly, More Consumers Using Tablets to Holiday Shop Study". December 8,
2011
2. Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. Exploring the implications of
the Internet for consumer marketing. Retrieved June28 1997.
3. "Nielsen Global Online Shopping Report". Blog.nielsen.com. 2010-06-29. Retrieved 2012-
01-19.
4. Campbell, D.J. Task complexity: A review and analysis. Academy of Management
Review, 13-1-1998
14
 Vol.4, No.2, April-June 2015

5. Stephen F. King en Juhn-Shiuan Liou, "A framework for internet channel evaluation",
International Journal of Information & Management March 24, 2004

Websites
1. www.google.com
2. www.wikipedia.com
3. www.ebay.com
4. www.amazon.com
5. www.indiaonlineshopping.com
15