A STUDY ON EFFECT OF ONLINE SHOPPING VALUES AND WEBSITE

QUES ON PURCHASE BEHAVIOUR

CHAPTER-1

1. INTRODUCTION
The invention of the Internet has created paradigm shift of the traditional way people shop. A
consumer is no longer bound to opening times or specific locations; he can become active at
virtually anytime and place and purchase products or services. The Internet is a relatively new
medium for communication and information exchange that has become present in our everyday
life. The number of Internet users is constantly increasing which also signifies that online
purchasing is increasing. The rapid increase is explained by the growth in the use of broadband
technology combined with a change in consumer behavior.

The Internet is considered a mass medium that provides the consumer with purchase
characteristics as no other medium. Certain characteristics are making it more convenient for the
consumer, compared to the traditional way of shopping, such as the ability to at anytime view
and purchase products, visualize their needs with products, and discuss products with other
consumers . primary reason people shop over the Internet is the convenience. They also
recognize that the previous primary reason for shopping online was price, which has now
changed to convenience.

Online shopping is the process consumers go through when they decide to shop on the Internet.
The Internet has developed into a “new” distribution channel and the evolution of this channel ,e-
commerce to be the most significant contribution of the information revolution. Using the
Internet to shop online has become one of the primary reasons to use the Internet, combined
with searching for products and finding information about them. consumers have never had
access to so many suppliers and product/service opinions. Therefore, the Internet has developed
to a highly competitive market, where the competition over the consumer is fierce. In order to
have an impact on and retain consumers, in a competitive market.

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FACTOR’S DRIVING ONLINE SHOPPING WEBSITES

 Application designing & user interface

 Interactive offers by various shopping websites
 Providing security
 Providing secure payment system
 Measurement of distances using maps
 Estimation of service and delivery time
 Packaging & Transporting goods safely

ADVANTAGES AND DISADVANTAGES OF ONLINE SHOPPING

ADVANTAGES:

 No need to visit any mall, just click and add stuff to your shopping cart any time.
 Saves time- as one can shop in office, while travelling. we shop when ever we feel like
shopping.
 Online shops are best for discreet purchases
 Compare & shop simultaneously
 Heavy discounts by many online shopping sites to attract and engage shopaholics.

DISADVANTAGES:

 It is tempting and we spend loads of time on online shopping

 Quality of products are not assured many times
 Online shopping is more or less like a intangible thing, as we are dependent on the
displayed pictures and descriptions of the product.
 Delays in delivery & also product is not delivered at many places

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1.1 IMPORTANCE OF STUDY

The importance of this study is

 To know the Perception and needs of the online shopping customers
 Consumers spending on online shopping and their satisfaction towards the service
provider during delivery
 To know the Interest of consumers in online shopping which will further help us to
understand the consumers awareness of online shopping services.
 To find the relationship between the attitude ,trust and consumer Intention to Purchase
Online.
 To find the relationship between online shopping website characteristics, attitude and
trust in online shopping.

1.1.1 IDEA FOCUSED

 The idea focused on this study is

 To know the consumers hedonic values on online shopping
 To know whether the online shopping websites are more informativeness to the
consumers
 To analyze the consumer‟s preference towards this online food services.

1.1.2 MACRO VIEW OF ONLINE SHOPPING INDUSTRY

In the upcoming years, e-commerce is expected to boom in the Asian region. The number
of digital buyers in Asia Pacific is projected to pass the one billion mark for the first time in
2018, which will account for 60 percent of all internet users in the region. In line with the
regional growth, India, a fast-growing emerging Asian market, shows optimistic projections for
the e-commerce industry. Current active e-commerce penetration in India stands only 28 percent,
with lots of room for improvement - India's retail e-commerce CAGR is projected to reach 23
percent from 2016 to 2021.

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Close to 329.1 million people are projected to buy goods and services online in India by 2020.
This means that about 70.7 percent of internet users in India will have purchased products online
by then. The majority of digital shoppers in India are male. This growth in volume of digital
buyers has a reflection on revenue as well. Retail e-commerce sales in India are forecast to grow
tremendously, with projections to jump from around 16 billion U.S. dollars in 2016 to just over
45 billion U.S. dollars in 2021. In 2016, Amazon.in was the leading online store in India with net
e-commerce sales of 437.7 billion U.S. dollars, followed by local competitors Flipkart and
Snapdeal.

Mobile is also a profitable and promising shopping platform for the retail industry in India. In
fact, about 23 percent of Indian internet users stated that they used a mobile phone for making a
purchase in 2016. This places India as one of the leading digital markets for mobile e-commerce
penetration. About 27 percent of digital buyers in the country stated making an online purchase
via their smartphones/mobile on a monthly basis, and 24 percent stated purchasing online goods
and services weekly. About 71 percent of consumers in India also said mobile wallet is their
preferred method of digital payment. In terms of value, sales from mobile retail e-commerce are
projected to generate 63.5 billion U.S. dollars in revenue by 2020.

Amazon India: World leader e-commerce company Amazon has emerged as the topmost
e-commerce in India as well, in last few years. With a wide range of products Amazon
has also started focusing on their delivery service by providing delivery within one day to
their customers. To counter its competitors, more than 8500 crores have been invested by
Amazon global in Amazon India.

Flipkart: Founded in 2007 by Sachin Bansal and Binny Bansal, Flipkart is one of the
best e-commerce companies in India. It has set a perfect example for all start up aspirants
by growing a thousand times over a decade. Flipkart provides all kind of products, from
products of basic-needs to stylish and luxurious products that are feasible. The market
value of Flipkart is US $15 billion presently.

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Snapdeal: Started in 2010 by two graduates Kunal Bahl and Rohit Bansal, Snapdeal
ranks third in the top ten lists of e-commerce companies. Headquartered in New Delhi,
Snapdeal provides a wide variety in its products along with attractive daily local deals
such as on restaurants, spas, travelling apps etc.

Paytm: As the acronym suggests ‗payment through mobile„, it enables you to make
payments online through its e-wallet. This Delhi based e-commerce brand was
commenced in 2010 but it witnessed boom in the year 2016. Because of Demonetization
and government„s support for Digital India, in last two years it has achieved more than
300% year-on-year growth.

Jabong: Launched in the year 2012, this e-commerce major basically deals in fashion
products. It provides a range of around 300 brands for kids, men and women by keeping
in mind about today„s trend.

EBay: Basically an American MNC, eBay is also one of the prominent e-commerce
companies in the world. It has diversity of products and one of the add-on features is that
it lets you to sell or buy your used or second-hand product on biddable rates.

Shopclues: Rendering exciting and jaw-dropping deals every day, this e-commerce
company was commenced by Sandeep and Radhika Agarwal. Delivering products to over
3000 pin codes, Shopclues has associated more than 5 lakh sellers with itself.

Walmart: one of the biggest retail corporations in the world, has bought a major share of
Flipkart, the Indian e-commerce giant. The deal is an official one and Walmart is paying
about $16 billion for the 77% share that it is buying. The remaining share is retained by
some of the old stakeholders including Binny Bansal, co-founder of Flipkart.

MakeMyTrip: Headquartered in Gurgaon, MakeMytrip is basically a travelling site

which sells bus, train, and air tickets, holiday packages along with great deals and
exciting offers.

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Bookmyshow: The first website that comes to our mind while booking movie tickets
online is BookMyShow. Headquartered in Mumbai, Bookmyshow is the leading portal in
booking tickets for entertainment purposes like movies, plays, sports events etc.

Zomato: This is a platform which lets you order food online; the partner restaurant will
deliver the ordered food at your doorstep. Zomato is growing rapidly since it has also
launched gold membership in India that means it has tied up with premier restaurants of
Delhi, Bangalore and Mumbai.

1.2 . PROBLEM STATEMENT

 Problem of the study is to analyse the Factor influencing the consumers to prefer online
shopping services and reason behind them.

In order to gain competitive edge in the market, marketers need to know the consumer behavior
in the field of online shopping. So it is important to analyze and identify the factors which
influence consumers to shop online in order to capture the demands of consumers. Other than the
factors which influence consumers to shop online, online shopper‟s demography in terms of Age,
gender, income and education is equally important to define their strategies accordingly.

As online shopping is a new medium so the consumer behavior in the field of online shopping is
also pretty diverse in nature compare to traditional consumer behavior, so it is equally important
for one to identify what factors influence consumers to shop online. In order to reach towards
purchase decision, it consists of several factors which influence consumers to shop online. These
factors are important for retailers to compete in the market and to make their product more
compatible.

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 CHAPTER-2

CONCEPTS AND REVIEWS

2.1 CONCEPTUAL FRAMEWORK:

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CONCEPTS:

 Consumer Buying behaviour or characteristics

 Hedonic and Utilitarian shopping values
 Consumer Attitude towards online shopping
 Perception and intention for purchase

 ONLINE CONSUMER BUYING BEHAVIOUR OR CHARACTERISTICS

More specific identifications of the online consumer need to be made in order to

understand the online purchase behaviour. The identified characteristics are some key
characteristics in regard to the online consumer. These key characteristics were made in
order to identify online consumers and to be able to segment them.

o Cultural Online Characteristics

Smith and Rupp (2003) identify that the difference in social class creates a difference in
purchasing Online Behaviour. Consumers from a higher social class generally purchase
more and have a higher intention to purchase online because there is a higher probability
that they possess a computer and also have greater access to the Internet. Consumers
from lower social classes would not have the same properties. The authors also point out
that consumers with lower social class, and there by not having the same properties,
would not have the needed computer literacy to be able to leverage a computer.

o Social Online characteristics

The social influence on the online consumer comes from new Reference Groups
compared to the tradition always. For the online consumer new Reference Groups were
identified as virtual communities, consisting of discussion groups on a website. The
consumer can read about other people‟s experiences and opinions which have shown to
have the effect of Reference Groups (Christopher &Huarng, 2003). Other Reference
Groups, which are identified by Christopher and Huarng (2003), are links to product
related websites, which encourages product selection and contact information.

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 o Personal Online characteristics
Monsuwé, Dellaert and Ruyter (2004) explored the personal online consumer
characteristics and concluded that income has a vital role for online purchasing
behaviour. The authors discussed Lohseetal .(2000) who pointed out that consumers with
higher house hold income would have a more positive attitude towards online shopping.
This conclusion was explained by the fact that house holds with higher income would
have a positive correlation with the possession of a computer, Internet access, and higher
education.
Smith and Rupp (2003) also identified the age factor as a determinant for online purchase
intentions. They argued that older people who had no frequent interactions with the
Internet and the computer would not use the Internet as a medium for purchases, while
young adults would. This was concluded by that the young adults used the Internet and
computers more frequently. Younger people were also identified to have more technical
knowledge. Monsuwéetal. (2004) also supported this judgement by concluding that
younger adults usually have greater interest in using new technologies to browse for
information and evaluate alternatives.
o Psychological Online Characteristics
Smith and Rupp (2003) identified the psychological characteristics of consumer
behaviour as questions the online consumer would ask himself before making a purchase
online.

 Motivation–The consumers is reasoning for incentives to engage in a particular

behaviour. He may ask himself questions like: should I look around for better
price? If online shopping saves me time, should I shop online more often? How
much do I really need this product?

 Perception- The consumer is interpreting acquired information by classing it.

Questions such as the following may come about: I feel that this site seems pretty
secure. It seems that this site has a good product but how can I be sure?

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  Personality- The consumer is adapting to influences of his cognitions. He may
ask himself, what types of Web sites are best suited for his personal buying
preferences.

 Attitude- The consumer is working out what his likes and dislikes are in respect
to a particular situation. He may ask himself: I am pretty unsure about extra costs,
should I really be buying items from the Internet? If I do not buy the item online,
how else can I get it?

 Emotions-The consumer is without conscious effort detecting how he is being

affected by his cognitive choice. He may ask himself: The last time I ordered
from the Internet I had a really bad experience .Should I try buying online again?
What is the future of buying online? If Websites get better should I invest more
time in buying online?

 PERCEPTION AND INTENTION

Purchase intention formation cannot be built in a day or week however it is ongoing process.
Due to various factors which influence your intention to purchase and the learning of these
factors sprints endlessly. These factors have not the same impact on intention. The most
important and the very high impact shown on purchase intention is consumer attitude. According
to Fishbein‟s theory of reasoned action (Fishbein and Ajzen, 1975), consumers purchase
intention serves as the mediator between their attitude towards the product and their actual
purchase behaviour. Statement shows the arbitration of attitude and actual purchase is purchase
intention or simply, the attitudes may be a good predictor of intention to buy. Attitude plays an
important role in inducing different choice behavior and behavioral „intentions . Attitude is the
complex thing to understand, it may have various strata to form the formation of attitude
involves a combination of cognitive beliefs and affective feelings about the attitude object.
Attitude towards a certain object is formed, stored in memory and readily accessible which will
not only ease decision-making process, but also enhance the quality of decision.

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The consumer‟s perception on online shopping varies from individual to individual and the
perception is limited to a certain extent with the availability of the proper connectivity and the
exposure to the online shopping.The perception of the consumer also has similarities and
difference based on their personal characteristics. The study reveals that mostly the youngsters
are attached to the online shopping and hence the elder people highlights the fact that the
youngsters between the age of 20-25 are mostly poised to use the online shopping. It is also
found that the majority of the people who shop online buys books online as it is cheaper
compared to the market price with various discounts and offers.

 CONSUMER ATTITUDE

Consumer’s attitude towards online shopping refers to their psychological state in terms of making
purchases over the Internet. Online buying behavior process refers to the products purchased online.
The process of online buying behavior consists of five steps and it is similar to traditional shopping
behavior. For instance, consumer recognize the need for buying some product (book), they refers to the
internet to buy online and start to search for the information and look for all the alternatives and finally
make a purchase which best fits to their needs. Before making final purchase consumers are bombarded
by several factors which limits or influence consumers for the final decision.

 HEDONIC AND UTILITARIAN VALUE

The immediate gratification that comes from experiencing some activity. With hedonic value, the
value received is provided entirely from the actual experience and emotions associated with
consumption, not because some other end is or will be accomplished. For instance, a consumer
visits your company page and they happen upon an entertaining video you posted or a fun
survey/poll you created. Seldom does one look at pictures you posted in an effort to get a job
done, yet features like these provide value that is emotional and subjective in nature and is an
end in and of itself rather than a means to an end.

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Utilitarian Value derived from a product or service that helps the consumer solve problems and
accomplish tasks. When utilitarian value is the primary motive, consumers usually offer a
rational explanation of why something is purchased. For example: When one of your consumers
looks at your page and reads a post explaining tips and tricks to use for SMO, they are most
likely trying to either learn more about it or trying to help improve their business. Obviously the
post provides the information they were looking for and helps them with their future endeavors.
Being provided with this new found knowledge is gratifying to your consumer. In essence,
utilitarian value can be seen as a means to an end.

2.2. REVIEW OF LITERATURE:

In this Research study the attempt has been made by the researcher to identify the
previous literature pertaining to the topic to draw a deeper insight into the concept. The
study of previous related literature pertaining to consumer„s attitude towards online
shopping behaviour would immense help the researcher in understanding the
contributions made by others and in creating a link to the chosen topic by the researcher.
This has helped the researcher to identify the contributions and the research gap which
facilitated in designing the framework of the study and in the formulation of the
questionnaire for data collection and conducting the research.

Dr.V Vijayalakshmi & Dr.R.Lakshmi (2018) Mostly youngsters and youth generation
(19-30 age group) are very much interested in online buying because they know about
technology and e- shopping.

Jifeng Luo, 2012 This study makes several important contributions to the research literature on
online customer satisfaction. This study empirically investigates the impact of product
uncertainty and retailer visibility on a consumer‟s evaluation of online purchase experience using
real-world observations. The data comes from real consumers based on their real transaction
experiences. This gives the results of our study more generalizability than studies using subjects
who are not asked to engage in real transactions.

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Chaing and Dholakia (2014) carried out a study in which in their study those affects the
consumer to purchase online or to go offline. Those are the accessibility features of the shopping
sites, the type of the products and their characteristic, and the actual price of the product. The
study revealed that the accessibility and the convenience of the shopping sites create the
intention in the customer to purchase or not. When there is difficulty faced by a consumer to
purchase online then the customer switch to the offline shopping for the purchase behaviour and
the consumer face difficulty in offline purchasing then they go to the online purchasing. After
relating both the medium of shopping the consumer said that the online shopping is more
convenient for them and gives more satisfaction which inspires the consumer to purchase online
in the internet.

Selvakumar-Coimbatore (2014) concentrated on consumer‟s perception of the product sold

online and the issues considered important to online shopping. This study was conducted among
the online shoppers. It is to analyse the impact of consumer opinion and the attitude.
Questionnaire was made to collect the data from the population.The total sample size is 150
respondents. The finding of this study shows that improvement and accessibility influence the
customer‟s intention to shop online.

Jayawardhena and Wright (2009) focused the antecedent of online shopper‟s excitement, its
consequences for behavioural intentions as expressed by intent to return, and positive word of
mouth communication. A conceptual model is developed based on the literature; instrument item
scales to measures all constructs in the model were as informed by the literature and adapted
from prior studies. They found that the convenience, involvement, attribute of the web site and
merchandising all collectively influence shopper‟s excitement. E-shopper excitement leads to
positive word-of-mouth (WOM) and increases the intent to return. The limitation of this study
was that there is no differentiation is made between the types of goods that e-commerce
purchased.

Kanwal Gurleen (2012) this paper focuses on the understanding of demographic profiles of
adopters and non-adopters of online shopping. The following four factors were found to be
significant Price Consciousness, Convenience and Variety, Easy Payment options and

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Challenges of Online Shopping. Most of the consumers prefer to buy some selected products
online because they willget heavy discounts in comparison to store purchases. Also, the
consumer feels that there are good websites available which can be trusted for purchases. The
only worry of consumers is regarding the trustworthiness of some websites, since they have to
give their credit card details to shop online.

D.R.M.Rajesh and G.Purushothaman (2013) studied E-shopping has become growing more
popular, the main reason is convenience (and often lower prices). Usually in the holiday season,
online shopping saves an individual the hassle of searching several stores and then waiting in
long queues to buy a certain item. Internet is changing the way consumers shop and buy goods
and services, and has quickly evolved into a global phenomenon. Numerous companies have
started using the Internet with the purpose of cutting marketing costs, thereby minimizing the
price of their products and services in order to face competition. No doubt the Internet has affect
our lives deeply in which it plays a pre-eminent and unparalleled role. In addition to the
tremendous potential of the E-commerce market, the Internet provides a distinctive opportunity
for companies to more efficiently reach existing and potential customers.

K.S. Silpa, P.U. Rajasree and Dr.P. Balasubramanian( 2016) This project was an attempt to
study people perception towards online shopping. As result of survey the majority of people
favor to do online shopping, even if they felt some difficulties. Majority of the people agree that
in near future online shopping will be more on demand than offline shopping. Therefore, online
marketing have a wider scope in the coming years. More people prefer cash on delivery than net
banking. Greater part of respondents encourages other people to enter into e-shopping. Most of
people do not shop online due to fear of quality of goods, afraid to give out their credit card
details and also they find conventional methods more enjoyable. The fact that large number of
people is getting attracted towards online shopping creates a basis for tremendous prospects for
marketers of today and tomorrow.

K. Rama Mohana Rao and Chandra Sekhar Patro (2016) the study focuses on identifying
and analyzing the various factors influencing the consumers' perception towards e-shopping on

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different products available in the online retail market. The findings of the study established the
fact that consumer perception on e-shopping depends upon different factors which can be
broadly identified as convenience, website design, delivery, price advantage, reliability, and
responsiveness. According to the study, most of the respondents are satisfied with the current
conditions. But there still have several indicators that are needed to be improved. Due to increase
in e-shopping websites, the in-store shoppers need to attract the consumers with more attractive
offers and quality products.

Vidyashree.D.V, Alay.P, and Shobha.H.N (2018) examined that consumer‟s perception on

online shopping varies from person to another and the perception is limited to a certain extent
with the availability of the proper connectivity and the exposure to the online shopping has to be
improved to make the customer satisfied. The perception of the consumer also has similarities
and difference based on their personal characteristics usage based on their needs and demand. In
the day to come online shopping has tremendous potential and more and more business are going
to add online platform to offer extended retailer‟s shelves in the customers. However they have
to build up the trust by offering value service to the customers to sustain in the long run.

1Rudresha C.E, H.R. Manjunatha, Chandrashekarappa .U(2018) As result of survey it was

able to conclude that majority of people positive attitude to do online shopping, even if they felt
some problems. Majority of the people agree that in near future online shopping will be more on
demand than offline shopping. Therefore, online marketing have a wider scope in the coming
years. More people prefer cash on delivery than net banking. Greater part of respondents
encourages other people to enter into e-shopping. Most of people do not shop online due to fear
of quality of goods, afraid to give out their credit card details and also they find conventional
methods more enjoyable. The fact that large number of people is getting attracted towards online
shopping creates a basis for tremendous prospects for marketers of today and tomorrow. It can be
concluded that online shopping will take over as the prime marketing and selling channel in
India in near future.

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Brassington&Pettitt,(2000). Price which is a part of the marketing mix is a factor used in order
to stimulate the consumer and is also a communicator, bargain tool, and a competitive weapon.
The consumer can use price as a mean of comparing products, judge relative value for money,
and judge product quality

Constantinides,(2004) The factor Convenience is considered to be a benefit in the eyes of the

consumer and a quality derived from purchasing over the Internet. It is therefore considered to be
amotivator and a benefit to consumers

Rastogi Kumar Ankur (2010) in his studies reveals that consumer buying behaviour in respect
of online shopping was studied using different socio economic variables. Study revealed that
online shopping has bright future in India. With the help of internet consumer can buy product
anywhere and can also compare them easily. Study explained that ratio of male consumer is very
high in online shopping and all the respondents were aware about online shopping. Maximum of
consumer found online shopping easy, and can get variety of products with low prices and with
various mode of payments.

Delafrooz Narges, Paim Hj. Laily nad Khatibi Ali (2010) in their paper “students‟ online
shopping behaviour: an empirical study” reveals that the ever increasing use of internet in
Malaysia provides a developing prospect for e-marketers. Such marketer‟s awareness of the
factors affecting Malaysian buyers‟ attitude can further develop their marketing strategies in
converting potential consumer into active ones, while maintaining their existent online
customers. This paper sets out to examine the factors influencing student‟s attitude towards
online shopping in Malaysia. The findings suggested that utilitarian orientation, convenience,
price and wider selection are important determinants of user‟s attitude toward online shopping.
The findings suggested that online retailers need to provide more connivance and competitive
price and more variety of products in order to attract more people encouraging them to make a
purchase decision.

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2.3. RESEARCH GAP

A research gap is a significant approach in a research process that helps in identifying the
literature gap or knowledge gap with the research process that is to be carried out. This chapter
explains about the Effect on online shopping values and website ques on purchase behaviour.
There is no real time physical study. This Research is carried in only a limited geographical area,
Salem.So it is difficult to Evaluate the Overall consumer buying behaviour.

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 CHAPTER-3

RESEARCH METHODOLOGY
Researchers, as they prepare their studies, can choose quantitative, qualitative, or mixed
methods. Qualitative method is primarily concerned with an in-depth exploration of the
subject under study and focuses on finding and examining as many details as possible.
Quantitative method is chosen when the purpose of the research is to collect primary data,
that is, data gathered and assembled specifically for the study, as opposed to secondary data.The
value of the quantitative method is its ability to test hypotheses, compare responses, and produce
generalizations

The survey questionnaire approach is the most common method of generating and collecting
primary data and is considered to be the best method available to social scientists interested
in collecting data for describing a population too large or too dispersed to observe directly. This
type of research method asks respondents to answer on a Likert-type scale along a continuum
(Saris and Gallhofer 2007). Items on the survey are assigned a value, for example, “strongly
disagree” (value of 1) to “strongly agree” (value of 5). The advantages of a questionnaire are
economy, speed, lack of interviewer bias, and the possibility of anonymity and privacy to
encourage responses that are more candid. Survey results can be quantified to provide additional
empirical support.

3.1. OBJECTIVES

 To study the consumer‟s attitude towards online shopping based on consumers

behaviour, beliefs and opinions.
 To identify the factors influencing consumers attitude to buy online.
 To study the level of intention for the consumers to online shopping
 To find the Web satisfaction level of the consumers on online shopping.

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3.2. TYPE OF RESEARCH DESIGN

Generally in a particular research a procedure that is being followed for selecting a sampling
unit is called sample design. The samples are collected from various peoples by questionnaire
through online google forms.

3.3. POPULATION

The population for the research is known friends and other peoples .The population for the
research is 120 respodents. Questionnaires were distributed by online through Google forms to
the respondents and enough time given to respondents to fill the questionnaire to reduce
sampling error. Questionnaire is constructed in simple language in order to reduce the risk of
ambiguity.

3.4. SAMPLE

The total number of respondents used as a sample for this study is 204. Online shopping
consumers values and website cues on Purchase behaviour.

SAMPLING TECHNIQUE

In general there are two types of sampling techniques probability sampling and non probability
sampling. In Probability sample there is a nonzero equal chance for each population element to
be selected.There are four types of probability sampling namely simple random sample,
systematic sample, stratified random sampling and multi stage cluster sampling. Whereas, in
non-probability sampling there is no random sampling.There are three types of non probability
sampling i.e. Convenience Sampling, snowball sampling and quota sampling.Convenience
sample is one that is conveniently available to the researcher with its goodness of accessibility.
The problematic fact of this type of non probability sampling is that it is impracticable to
generalize the results but at the same time, convenience sampling more remarkable role than
supposed. In business and management field this technique is more worthy as compare to sample
based on probability sampling. By keeping in view the limitations of time, resources and

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population writers have decided to apply convenience sampling technique for the purpose of
collecting empirical material. As time and resources are one the constraints faced by the
researchers convenience sampling is helpful, and it seemed suitable for our research purpose as
we are unaware of the online shoppers and besides this we could not get the list of online
shoppers so we decided not to draw a random sample. We have decided to distribute our
questionnaire among Peoples,so convenience sampling would be helpful for the writers to
approach the respondents and collect the data on time and also to avoid low response rate, as we
are expecting at least 100% response rate.

3.5. DATA COLLECTION

Data collection is a methodical process of gathering and analyzing specific information to proffer
solutions to relevant questions and evaluate the results. It focuses on finding out all there is to a
particular subject matter. Data is collected to be further subjected to hypothesis testing which
seeks to explain a phenomenon.

When it comes to data collection there are two methods in general used by researchers to collect
data, primary and secondary method. If we talk about primary data it includes observation
method, Interview/ questionnaire method, case study method, projective techniques and
sociometery. Whereas, secondary data is one which is already collected by some other researcher
not for the reason for particular study or research.

We would like to go for primary data collection method that will include questionnaire from
consumers as what are the factors that influence consumers to purchase online. As our study
covers Gotland online shoppers so we feel it would be easy for us to distribute the questionnaire
and then analyze the situation. As our respondents are geographically scattered and Kumar
(1999) suggests that use of questionnaire may be the only choice of data collection as if
respondents are geographically scattered.

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3.5.1 Sources of Data Collection
Data are the base for each research, without data any research cannot be started. The
study is based mainly on Primary data and supported by Secondary data.

1. PRIMARY DATA

 Primary data will be collected through self-administrated questionnaire, supported by

personal interviews and discussion with the customers.

 Primary data is gathered from direct observation or data personally collected.

 It refers to that data which is collected for a specific purpose from the field of enquiry
and are original in nature.

 For the project primary data were collected mainly through survey method, using the tool
questionnaire.

2. SECONDARY DATA

 Apart from these main techniques, data for the study will be
obtained through following Secondary data sources: Research studies, books, journals,
magazines, newspapers, online journals, articles web links etc

 It is the second hand information about an event that has not been personally witnessed
by the researchers.

 The use of secondary data saves time and money.

21
Questionnaire method of data collection

This is the process of collecting data through an instrument consisting of a series of questions
and prompts to receive a response from individuals it is administered to. Questionnaires are
designed to collect data from a group.

For clarity, it is important to note that a questionnaire isn't a survey, rather it forms a part of it. A
survey is a process of data gathering involving a variety of data collection methods, including a
questionnaire.

3.6. STATISTICAL TOOL USED

Statistical tools used for data analysis:

 Percentage analysis method
 Weighted average method
 Chi Square analysis
 Anova test

3.7. LIMITATIONS

Almost every study has some limitations and so as in our research. One of the
limitations in this study is time limit. At the same time cost is also another limitation in our
study. Another, the sample size itself is relatively small. To accurately evaluate consumers‟
perceptions of online shopping on attitude, a larger sample size is desirable. Select a truly
random sample is a limitation of the research &there are others factors that could have influence
the consumer‟s attitude towards online shopping but were not include.

22
 CHAPTER-4

ANALYSIS AND DISCUSSION

4.1 PURPOSE OF STATISTICAL TOOLS USED:

The purpose of statistical tools used is

 To calculate the null hypothesis and alternative hypothesis of the study and finalize the
correct hypothesis whether it is accepted or rejected.

 To know the findings of the study and to give the suggestions.

4.2 PERCENTAGE ANALYSIS

TABLE NO. 4.2.1

Table showing the respondents on respondents on the basis of gender

GENDER FREQUENCY PERCENT

MALE 104 51.5

FEMALE 98 48.5

TOTAL 202 100

INTERPRETATION

The above Table shows that the male respondents are more 51.5 % while comparing to
the female respondents 48.5 %.

23
 CHART NO. 4.2.1

CHART: Showing respondents on the basis of gender

TABLE NO. 4.2.2

Table showing the respondents on respondents on the basis of age:

AGE FREQENCY PERCENTAGE

BELOW 21 YEARS 12 5.9
21-30 YEARS 110 54
30-40 YEARS 45 22.3
40-50 YEARS 35 17.8
TOTAL 202 100

24
INTERPRETATION

The above Table shows that the 5.9 % of respondents are age below 21yrs, 54 % of
respondents are from 21-30 yrs, and 22.3% of the respondents are from 30-40 yrs and 17.8 %
of the respondents from above 40-50 yrs.

CHART NO. 4.2.2

CHART: showing respondents on the basis of age

25
 TABLE NO. 4.2.3

Table showing the respondents on the basis of Marital status:

MARITAL STATUS FREQUENCEY PERCENTAGE

MARRIED 100 50

UNMARRIED 100 50

TOTAL 200 100

INTERPRETATION

The above Table shows that the 50 % of respondents are Unmarried and 50 % of
respondents are Married.

CHART NO. 4.2.3

CHART: showing respondents on the basis of Marital status :

26
 TABLE NO. 4.2.4

Table showing the respondents on the basis of Educational Qualification:

EDUCATION FREQUENCY PERCENTAGE

SCHOOLING 21 10.4

GRADUATION 84 41.8

POST GRADUATION & 77 38.3

ABOVE
PROFESSIONAL 19 9.5
QUALIFICATION
TOTAL 201 100

INTERPRETATION

The maximum numbers of respondents were Graduated which were 41.8 % of total
sample, this was followed by post graduated and above by 38.3 %, Schooling by 10.4% and
Proffesional Qualification by 9.5 %are using online shopping.

27
 CHART NO. 4.2.4
CHART: showing respondents on the basis of Educational Qualification:

TABLE NO. 4.2.5

Table showing the respondents on the basis of Occupation:

OCCUPATION FREQUENCY PERCENTAGE

STUDENT 53 30.6

GOVERNMENT SERVICE 29 16.8

PRIVATE SECTOR 43 24.9

SELF EMPLOYED 25 14.5

HOUSEWIFE 10 5.7

28
OTHERS 13 7.5

TOTAL 202 100

INTERPRETATION

The above pie chart shows that the 24.8 % of respondents are from Private sector, 26.2 % of
respondents are Students , and 17.8 % of the respondents are Self employed and 17.3 %
of the respondents Government service and 6.9% of the respondents are from others and 7%of
the total respondents are Housewifes.

CHART NO. 4.2.5

CHART: showing respondents on the basis of Occupation :

29
 TABLE NO. 4.2.6

Table showing the respondents on the basis of their monthly income :

MONTHLY INCOME FREQUENCY PERCENTAGE

<10,000 32 16.9

10,000-25,000 58 30.7

25,001-40,000 54 28.6

>40,000 45 23.8

TOTAL 189 100

INTERPRETATION

The above pie chart shows that the 30.7% of respondents have their monthly income below
10,000 and 28.6 % of the respondents have their monthly income from 10,000-25,000 and 23.8%
of the respondents have their monthly income from 25,001-40,000 and 16.9% of the
respondents have their monthly income more than 40,000.

30
 CHART NO. 4.2.6

CHART: showing respondents on the basis of their monthly income:

TABLE NO. 4.2.7

Table showing the Hedonic shopping value of the respondents

S.NO PARTICULARS NO. OF RESPONDENTS TOTAL

SD D N A SA
1 Online shopping is 75 28 41 33 25 100
always exciting for
me (37.1) (13.8) (20.29) (16.33) (12.37)

31
 2 Online shopping 20 83 42 39 18 100
gives me more (9.90) (41.08) (20.79) (19.30) (8.91)
pleasure than what I
get from the
products purchased
3 Compared to other 29 46 73 38 16 100
things I could do, the
time spent online (14.35) (22.77) (36.13) (18.81) (7.92)
shopping is/are truly
enjoyable

4 I continue to shop 33 44 35 69 20 100

not because I have to, (16.41) (21.89) (17.41) (34.32) (9.95)
but because I want to

INTERPRETATION

Online shopping is always exciting for me

From the above table it is indicated that out of 202 respondents, 37.1 % of the respondents
Strongly Disagree the above statement, 13.8% of the respondents Disagree the above
statement,20.29% of the respondents gives neutral to the above statement,16.33% of the
respondents Agree the above statement,12.37% of the respondents Strongly Agree the above
statement.

Online shopping gives me more pleasure than what I get from the products
purchased

From the above table it is indicated that out of 202 respondents, 9.90 % of the respondents
Strongly Disagree the above statement, 41.08% of the respondents Disagree the above
statement,20.79% of the respondents gives neutral to the above statement,19.30% of the

32
respondents Agree the above statement,8.91% of the respondents Strongly Agree the above
statement.

Compared to other things I could do, the time spent online shopping is/are truly
enjoyable

From the above table it is indicated that out of 202 respondents, 14.35 % of the respondents
Strongly Disagree the above statement, 22.77% of the respondents Disagree the above
statement,36.13% of the respondents gives neutral to the above statement,18.81% of the
respondents Agree the above statement,7.92% of the respondents Strongly Agree the above
statement.

I continue to shop not because I have to, but because I want to

From the above table it is indicated that out of 201 respondents, 16.41 % of the respondents
Strongly Disagree the above statement, 21.89% of the respondents Disagree the above
statement,17.41% of the respondents gives neutral to the above statement,34.32% of the
respondents Agree the above statement,9.95% of the respondents Strongly Agree the above
statement.

33
 GRAPH NO. 4.2.7

GRAPH: showing Hedonic shopping value of the respondents

TABLE NO. 4.2.8

Table showing the Utilitarian shopping value of the respondents

S.NO PARTICULARS NO. OF RESPONDENTS TOTAL

SD D N A SA
1 The products and 36 42 48 43 33 100
services I purchase
online are always (17.82) (20.79) (23.76) (21.28) (16.33)
right priced and are
of good quality

34
 2 I am successful in my 26 44 63 48 21 100
online shopping
(12.87) (21.78) (31.18) (23.76) (10.39)

3 While shopping 30 49 59 46 17 100

online, I search just
the items I am (14.95) (24.37) (29.35) (22.88) (8.45)
looking for

4 I am able to buy 34 52 47 48 20 100

what I really need
(16.91) (25.87) (23.88) (23.88) (9.95)

5 I am able to 44 42 49 41 24 100
accomplish just what
I want on the online (22) (21) (24.5) (20.5) (12)
shopping trip

INTERPRETATION

The products and services I purchase online are always right priced and are of
good quality

From the above table it is indicated that out of 202 respondents, 17.82 % of the respondents
Strongly Disagree the above statement, 20.79% of the respondents Disagree the above
statement,23.76 % of the respondents gives neutral to the above statement,21.28% of the
respondents Agree the above statement,16.33% of the respondents Strongly Agree the above
statement.

I am successful in my online shopping

From the above table it is indicated that out of 202 respondents, 12.87 % of the respondents
Strongly Disagree the above statement, 21.78 % of the respondents Disagree the above
statement,31.18 % of the respondents gives neutral to the above statement,23.76 % of the

35
respondents Agree the above statement,10.39 % of the respondents Strongly Agree the above
statement.

While shopping online, I search just the items I am looking for

From the above table it is indicated that out of 201 respondents, 14.95 % of the respondents
Strongly Disagree the above statement, 24.37 % of the respondents Disagree the above
statement,29.35 % of the respondents gives neutral to the above statement,22.88 % of the
respondents Agree the above statement,8.45 % of the respondents Strongly Agree the above
statement.

I am able to buy what I really need

From the above table it is indicated that out of 201 respondents, 16.91 % of the respondents
Strongly Disagree the above statement, 25.87 % of the respondents Disagree the above
statement,23.88 % of the respondents gives neutral to the above statement,23.88 % of the
respondents Agree the above statement, 9.95 % of the respondents Strongly Agree the above
statement.

I am able to accomplish just what I want on the online shopping trip

From the above table it is indicated that out of 200 respondents, 22 % of the respondents
Strongly Disagree the above statement, 21% of the respondents Disagree the above
statement,24.5 % of the respondents gives neutral to the above statement,20.5 % of the
respondents Agree the above statement,12 % of the respondents Strongly Agree the above
statement.

36
 GRAPH NO. 4.2.8

GRAPH: showing Utilitarian shopping value of the respondents

TABLE NO. 4.2.9

Table showing the Web informativeness of the respondents

S.NO PARTICULARS NO. OF RESPONDENTS TOTAL

SD D N A SA
1 Online shopping 50 31 48 36 37 100
websites are useful to
me (24.75) (15.34) (23.76) (17.82) (18.31)

37
 2 The online shopping 25 51 49 53 24 100
website is
informative to me (12.37) (25.24) (24.25) (26.23) (11.88)

3 I find online 29 39 73 41 18 100

shopping websites to
be resourceful (14.50) (19.5) (36.5) (20.5) (9.00)

4 The online shopping 32 52 43 47 27 100

website(s) is/are
knowledgeable for (15.92) (25.87) (21.39) (23.38) (13.43)
me

INTERPRETATION

Online shopping websites are useful to me

From the above table it is indicated that out of 202 respondents, 24.75 % of the respondents
Strongly Disagree the above statement, 15.34 % of the respondents Disagree the above
statement,23.76 % of the respondents gives neutral to the above statement,17.82 % of the
respondents Agree the above statement, 18.31 % of the respondents Strongly Agree the above
statement.

The online shopping website is informative to me

From the above table it is indicated that out of 202 respondents, 12.37 % of the respondents
Strongly Disagree the above statement, 25.24 % of the respondents Disagree the above
statement,24.25 % of the respondents gives neutral to the above statement,26.23 % of the
respondents Agree the above statement, 11.88 % of the respondents Strongly Agree the above
statement.

I find online shopping websites to be resourceful

From the above table it is indicated that out of 200 respondents, 14.5 % of the respondents
Strongly Disagree the above statement, 19.5 % of the respondents Disagree the above
38
statement,36.5 % of the respondents gives neutral to the above statement,20.5% of the
respondents Agree the above statement, 9 % of the respondents Strongly Agree the above
statement.

The online shopping website(s) is/are knowledgeable for me

From the above table it is indicated that out of 201 respondents, 15.92 % of the respondents
Strongly Disagree the above statement, 25.87 % of the respondents Disagree the above
statement,21.39 % of the respondents gives neutral to the above statement,23.38 % of the
respondents Agree the above statement, 13.43 % of the respondents Strongly Agree the above
statement.

GRAPH NO. 4.2.9

GRAPH: showing Web informativeness of the respondents

39
 TABLE NO. 4.2.10

Table showing the Web entertainment of the respondents

S.NO PARTICULARS NO. OF RESPONDENTS TOTAL

SD D N A SA
1 It is fun to browse 56 34 50 29 32 100
online shopping
websites (27.86) (16.91) (24.87) (14.42) (15.92)

2 The online shopping 32 69 43 35 22 100

website(s) is/are
entertaining (15.92) (34.32) (21.39) (17.41) (10.94)

3 I find online 32 48 66 38 17 100

shopping website(s)
to be exciting (15.92) (23.88) (32.83) (18.90) (8.45)

4 There is sufficient 37 46 39 55 25 100

imaginativeness in
online shopping (18.40) (22.88) (19.40) (27.36) (12.43)
website(s)

5 The online shopping 36 32 44 52 32 100

website(s) is/are
attractive (18.36) (16.32) (22.44) (26.53) (16.32)

INTERPRETATION

It is fun to browse online shopping websites

From the above table it is indicated that out of 201 respondents, 27.86 % of the respondents
Strongly Disagree the above statement, 16.91 % of the respondents Disagree the above
statement,24.87 % of the respondents gives neutral to the above statement,14.42 % of the

40
respondents Agree the above statement, 15.92 % of the respondents Strongly Agree the above
statement.

The online shopping website(s) is/are entertaining

From the above table it is indicated that out of 201 respondents, 15.92 % of the respondents
Strongly Disagree the above statement, 34.32 % of the respondents Disagree the above
statement,21.39 % of the respondents gives neutral to the above statement,17.41 % of the
respondents Agree the above statement, 10.94 % of the respondents Strongly Agree the above
statement.

I find online shopping website(s) to be exciting

From the above table it is indicated that out of 201 respondents, 15.92 % of the respondents
Strongly Disagree the above statement, 23.88 % of the respondents Disagree the above
statement, 32.83 % of the respondents gives neutral to the above statement,18.90 % of the
respondents Agree the above statement, 8.45 % of the respondents Strongly Agree the above
statement

There is sufficient imaginativeness in online shopping website(s)

.From the above table it is indicated that out of 202 respondents, 18.40 % of the respondents
Strongly Disagree the above statement, 22.88 % of the respondents Disagree the above
statement,19.40 % of the respondents gives neutral to the above statement,27.36 % of the
respondents Agree the above statement, 12.43 % of the respondents Strongly Agree the above
statement.

The online shopping website(s) is/are attractive

From the above table it is indicated that out of 196 respondents, 18.36 % of the respondents
Strongly Disagree the above statement, 16.32 % of the respondents Disagree the above
statement,22.44 % of the respondents gives neutral to the above statement,26.53 % of the
respondents Agree the above statement, 16.32 % of the respondents Strongly Agree the above
statement.

41
 GRAPH NO. 4.2.10

GRAPH: showing Web entertainment of the respondents

TABLE NO. 4.2.11

Table showing the Effectiveness of information content of online shopping

amoung respondents

S.NO PARTICULARS NO. OF RESPONDENTS TOTAL

SD D N A SA
1 The information on 47 33 41 51 30 100
the website is (23.26) (16.33) (20.29) (25.24) (14.85)
conveniently

42
 available

2 I find the 31 58 45 49 18 100

information on the
online shopping (15.42) (28.85) (22.38) (24.37) (8.95)
websites to be
accurate

3 The information on 33 39 70 42 18 100

the online shopping (16.33) (19.30) (34.65) (20.79) (8.91)
websites is/are
complete
4 Online shopping 32 46 50 56 17 100
website(s) have up-
to-date information (15.92) (22.88) (24.87) (27.86) (8.45)

5 The information on 38 39 52 44 28 100

the online shopping
website(s) is relevant (18.90) (19.40) (25.87) (21.89) (13.93)

INTERPRETATION

The information on the website is conveniently available

From the above table it is indicated that out of 202 respondents, 23.26 % of the respondents
Strongly Disagree the above statement, 16.33 % of the respondents Disagree the above
statement, 20.29 % of the respondents gives neutral to the above statement,25.24% of the
respondents Agree the above statement, 14.85 % of the respondents Strongly Agree the above
statement

I find the information on the online shopping websites to be accurate

From the above table it is indicated that out of 201 respondents, 15.42 % of the respondents
Strongly Disagree the above statement, 28.85 % of the respondents Disagree the above
statement, 22.38 % of the respondents gives neutral to the above statement,24.37 % of the

43
respondents Agree the above statement, 8.95 % of the respondents Strongly Agree the above
statement

The information on the online shopping websites is/are complete

From the above table it is indicated that out of 202 respondents, 16.33 % of the respondents
Strongly Disagree the above statement, 19.30 % of the respondents Disagree the above
statement, 34.65 % of the respondents gives neutral to the above statement,20.79 % of the
respondents Agree the above statement, 8.91 % of the respondents Strongly Agree the above
statement

Online shopping website(s) have up-to-date information

From the above table it is indicated that out of 201 respondents, 15.92 % of the respondents
Strongly Disagree the above statement, 23.88 % of the respondents Disagree the above
statement, 32.83 % of the respondents gives neutral to the above statement,18.90 % of the
respondents Agree the above statement, 8.45 % of the respondents Strongly Agree the above
statement

The information on the online shopping website(s) is relevant

From the above table it is indicated that out of 201 respondents, 15.92 % of the respondents
Strongly Disagree the above statement, 23.88 % of the respondents Disagree the above
statement, 32.83 % of the respondents gives neutral to the above statement,18.90 % of the
respondents Agree the above statement, 8.45 % of the respondents Strongly Agree the above
statement

44
 GRAPH NO. 4.2.11

GRAPH: showing Effectiveness of information content of online shopping

amoung respondents

TABLE NO. 4.2.12

Table showing the Web Satisfaction of the respondents

S.NO PARTICULARS NO. OF RESPONDENTS TOTAL

SD D N A SA

1 While shopping I feel 54 35 49 38 24 100

like I am exploring
new worlds (27) (17.5) (24.5) (19) (12)

45
 2 I am pleased with the 23 58 53 46 20 100
experience of using
online shopping (11.5) (29) (26.5) (23) (10)
website(s)

3 The shopping 34 29 69 50 18 100

website(s) do a good
job of satisfying my (17) (14.5) (34.5) (25) (9)
needs

INTERPRETATION

While shopping I feel like I am exploring new worlds

From the above table it is indicated that out of 200 respondents, 27 % of the respondents
Strongly Disagree the above statement, 17.5 % of the respondents Disagree the above statement,
24.5 % of the respondents gives neutral to the above statement,19 % of the respondents Agree
the above statement, 12 % of the respondents Strongly Agree the above statement

I am pleased with the experience of using online shopping website(s)

From the above table it is indicated that out of 200 respondents, 11.5 % of the respondents
Strongly Disagree the above statement, 29 % of the respondents Disagree the above statement,
26.5 % of the respondents gives neutral to the above statement,23 % of the respondents Agree
the above statement, 10 % of the respondents Strongly Agree the above statement

The shopping website(s) do a good job of satisfying my needs

From the above table it is indicated that out of 200 respondents, 17 % of the respondents
Strongly Disagree the above statement, 14.5 % of the respondents Disagree the above
statement, 34.5 % of the respondents gives neutral to the above statement,25 % of the

46
respondents Agree the above statement, 9 % of the respondents Strongly Agree the above
statement

GRAPH NO. 4.2.12

GRAPH: showing Web Satisfaction of the respondents

47
 TABLE NO. 4.2.13

Table showing the Purchase intention of the respondents

S.NO PARTICULARS NO. OF RESPONDENTS TOTAL

SD D N A SA
1 My likelihood of 39 46 53 40 25 100
purchasing products
(19.21) (22.66) (26.10) (19.70) (12.31)
from online
shopping website is
high

2 The probability that 33 56 52 41 21 100

I would consider
(16.25) (27.58) (25.61) (20.19) (10.34)
buying through
online shopping
website is high

3 My willingness to 29 58 56 43 17 100
buy through online
(14.28) (28.57) (27.58) (21.18) (8.37)
shopping website(s)
is high

4 I intend to purchase 29 47 64 40 23 100

through the website
(14.28) (23.15) (31.52) (19.70) (11.33)

INTERPRETATION

My likelihood of purchasing products from online shopping website is high

From the above table it is indicated that out of 203 respondents, 39 % of the respondents
Strongly Disagree the above statement, 22.66 % of the respondents Disagree the above
statement, 26.10 % of the respondents gives neutral to the above statement,19.70 % of the

48
respondents Agree the above statement, 12.31 % of the respondents Strongly Agree the above
statement

The probability that I would consider buying through online shopping website is
high

From the above table it is indicated that out of 203 respondents, 16.25 % of the respondents
Strongly Disagree the above statement, 27.58 % of the respondents Disagree the above
statement, 25.61 % of the respondents gives neutral to the above statement,20.19 % of the
respondents Agree the above statement, 10.34 % of the respondents Strongly Agree the above
statement

My willingness to buy through online shopping website(s) is high

From the above table it is indicated that out of 203 respondents, 14.28 % of the respondents
Strongly Disagree the above statement, 28.57 % of the respondents Disagree the above
statement, 27.58 % of the respondents gives neutral to the above statement,21.18 % of the
respondents Agree the above statement, 8.37 % of the respondents Strongly Agree the above
statement

I intend to purchase through the website

From the above table it is indicated that out of 203 respondents, 14.28 % of the respondents
Strongly Disagree the above statement, 23.15 % of the respondents Disagree the above
statement, 31.52 % of the respondents gives neutral to the above statement,19.70 % of the
respondents Agree the above statement, 11.33 % of the respondents Strongly Agree the above
statement.

49
 GRAPH NO. 4.2.13

GRAPH: showing Purchase intention of the respondents

50
4.3. CHI SQUARE TEST:

COMPARISON BETWEEN AGE AND SATISFACTION OF THE CONSUMER

HYPOTHESIS:
Null Hypothesis (H0): There is No Significant relationship between age and
satisfaction of the consumer.
Alternate Hypothesis (H1): There is a Significant relationship between age and
satisfaction of the consumer.

TABLE OF OBSERVED VALUES

CONVINIENT

AGE

STRONGLY DISAGREE NEUTRAL AGREE STRONGLY TOTAL

DISAGREE AGREE

BELOW 3 2 2 3 2 12
21

21-30 10 10 43 34 9 106

30-40 11 12 13 7 3 46

40-50 10 6 10 5 5 36

51
 TOTAL 34 30 68 49 19 200

Degree of freedom = (row-1) (coloumn-1)

= (5-1) (4-1)

Degree of freedom = 12

Expected value (E) = row total x column total / grand total

Level of significance = 0.5

OBSERVED EXPECTED O-E (O-E)² (O-E)²/E

VALUE(O) VALUE(E)

3 2.04 0.96 0.92 0.45

2 1.80 0.20 0.04 0.02

2 4.08 -2.08 -4.32 -1.05

3 2.94 0.06 0.036 0.01

2 1.14 0.86 0.73 0.64

10 18.02 -8.02 -64.32 -3.56

10 15.9 -5.9 -34.81 -2.18

43 36.04 6.96 48.44 1.34

34 25.97 8.03 64.48 2.48

52
 9 10.07 -1.07 -1.14 -0.11

11 7.82 3.18 10.11 1.29

12 6.9 5.1 26.01 3.76

13 15.64 -2.64 -6.96 -0.44

7 11.27 -4.27 -18.23 -1.61

3 4.37 -1.37 -1.87 -0.42

10 6.12 3.88 15.05 2.45

6 5.4 0.60 0.36 0.06

10 12.24 -2.24 -5.01 -0.40

5 8.82 -3.82 -14.59 -1.65

5 3.42 1.58 2.49 0.72

Total ∑(O-E)²/E 1.80

FACTORS CALCULATED TABLE DEGREE REMARK

VALUE(ϰ2) VALUE OF (H1)
FREEDOM
AGE 1.8 21.026 12 REJECTED

53
 INTERPRETATION:
The calculated value is less than the table value. Hence null hypothesis is accepted and
alternative hypothesis is Rejected and there is No significant relationship between age and
preferred investment options.

COMPARISON BETWEEN EDUCATIONAL QUALIFICATION OF THE

RESPONDENT AND PURCHASE INTENTION OF THE CONSUMERS

HYPOTHESIS:
Null Hypothesis (H0): There is No Significant relationship between Educational
qualification and Purchase intention of the consumer
Alternate Hypothesis (H1): There is Significant relationship between Educational
qualification and Purchase intention of the consumer.

TABLE OF OBSERVED VALUES

CONVINIENT

EDUCATIONAL
QUALIFICATION
STRONGLY DISAGREE NEUTRAL AGREE STRONGLY TOTAL
DISAGREE AGREE

SCHOOLING 4 7 3 9 1 24

GRADUATION 9 24 31 11 6 81

54
 PG & ABOVE 10 24 18 18 7 77

PROFESSIONAL 6 3 3 5 3 20
QUALIFICATION

TOTAL 29 58 55 43 17 202

Degree of freedom = (row-1) (coloumn-1)

= (5-1) (4-1)

Degree of freedom = 12

Expected value (E) = row total x column total / grand total

Level of significance = 0.5

OBSERVED EXPECTED O-E (O-E)² (O-E)²/E

VALUE(O) VALUE(E)

4 3.44 0.56 0.31 0.09

7 6.89 0.11 0.01 0.00

3 6.53 -3.53 -12.46 -1.90

9 5.10 3.9 15.21 2.98

55
1 2.02 -1.02 -1.04 -0.51

9 11.63 -2.63 -6.91 -0.59

24 23.26 0.74 0.54 0.02

31 22.05 8.95 80.10 3.63

11 17.24 -6.24 -38.93 -2.25

6 6.81 -0.81 -0.65 -0.09

10 11.05 -1.05 -1.10 -0.09

24 22.11 1.89 3.57 0.16

18 22.97 -4.97 -24.70 -1.07

18 16.39 1.61 2.59 0.15

7 6.48 0.52 0.27 0.04

6 2.87 3.13 9.79 3.41

3 5.74 -2.74 -7.50 -1.30

3 5.44 -2.44 -5.95 -1.09

5 4.25 0.75 0.56 0.13

3 1.68 1.32 1.74 1.03

Total ∑(O-E)²/E 2.72

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FACTORS CALCULATED TABLE DEGREE REMARK
VALUE(ϰ2) VALUE OF (H1)
FREEDOM
QUALIFICATION 2.72 21.026 12 REJECTED

INTERPRETATION:
The calculated value is less than the table value. Hence null hypothesis is accepted and
alternative hypothesis is Rejected and there is No significant relationship between age and
preferred investment options.

57
 4.4.WEIGHTED AVERAGE METHOD

TABLE 4.4.1

WEIGHTED AVERAGE METHOD ON RANKING THE WEB INFORMATIVENESS

OF THE ONLINE SHOPPING CONSUMERS

RANK WEIGHT ONLINE THE ONLINE I FIND ONLINE THE ONLINE

SHOPPING SHOPPING SHOPPING SHOPPING
WEBSITES ARE WEBSITE IS WEBSITES TO WEBSITE(S)
USEFUL TO ME INFORMATIVE BE IS/ARE
TO ME RESOURCEFUL KNOWLEDGEA
BLE FOR ME

W X1 WX1 X2 WX2 X3 WX3 X4 WX4

1 5 51 25 30 32
255 125 150 160
2 4 31 52 39 53
124 208 156 212
3 3 47 48 73 43
141 144 219 129
4 2 36 53 41 46
72 106 82 92
5 1 37 24 17 27
37 24 17 27
TOTAL 202 629 202 607 200 624 201 620

C.W 3.11 3.00 3.12 3.08

RANK 2 4 1 3

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C.W=Calculated weight= [WXn / n]

INTERPRETATION

From the Table it is inferred that consumers prefer online Shopping because they find
online shopping website is so resourceful.

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4.5. ANOVA (ONE WAY)

ONEWAY ANOVA FOR PURCHASE INTENTION BY WEB

SATISFACTION

HYPOTHESIS:
Null Hypothesis (H0): There is No Significant relationship between Purchase
intention and web satisfaction.
Alternate Hypothesis (H1): There is Significant relationship between Purchase
intention and web satisfaction.

PURCHASE SUM OF STANDARD MEAN FREQUENCY SIGNIFICANCE

INTENTION SQUARES DEVIATION SQUARE

BETWEEN 82.285 4 20.571 19.449 .000

GROUPS

WITHIN 207.307 196 1.058

GROUPS

TOTAL 289.592 200

INTERPRETATION

60
 CHAPTER-5
FINDINGS , SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

 Most of the respondents using online shopping are male, on 202 respondents 51.5% of

the respondents are male and 48.5% of the respondents are female.

 Respondents Preferring online shopping More are of aged between 21-30 Years, about

54% of the total respondents are of this age group.

 From my research I found out that the online shopping websites are equally used by both

the genders, from my total Respondents.

 Most of the Respondents Occupation is Students, over 30.6% of the total Respondents are

Students.

 The Persons using the online shopping websites are mostly Graduated, Over 41.8% of the

Total Respondents are Graduated.

 Most of the Respondents using online shopping Websites have their Monthly income

Between 10,000-25,000 .

 Most the Respondents Responded that online shopping doesn‟t give them pleasure and

Hedonic value on shopping.

 Over 45% of the Respondents responded that they continue to shop not because they

have to, but because they want to.

 Most of the Respondents responded that products and services they purchase online are

not always right priced and are of good quality.

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  Most of the Respondent feels that they are not able to accomplish just what they want on

the online shopping trip

 Over 40.09% of the Respondents feels that Online shopping websites are not useful to
them.

 39% of the Respondents agreed that the online websites are more informative to them.

 Most of the total Respondents feels that the online shopping website is not so entertaining them to
continue shopping.

 About 43% of the Respondents responded that online shopping website are more attractive

 45% of the respondents feels that Information about the products in the online shopping websites
are not so accurate.

 Most of the Respondents responded that online shopping website do a good job in satisfying their
needs.

 It is found that probability of buying products through online shopping websites are
comparatively low.

5.2 SUGGESTIONS
Making the online shopping website more interesting and attractive to gain more customers in
the future.

By providing more informativeness about each products in the website make consumers clear
and intend the consumer to buy continuously.

Online shopping website should have an effective feedback system to continuously monitor
consumer buying behavior to serve more efficiently.

Online shopping website can make their interface according to the different age groups to make
every customer make pleasant and interesting to purchase on online.

62
5.3 CONCLUSION

The consumer‟s perception and attitude on online Shopping website varies from individual to
individual and the perception is limited to a certain extent with the availability of the proper
connectivity and the exposure to the online shopping websites. The perception of the consumer
varies according to various similarities and difference based on their personal opinions and
characteristics. The study reveals that mostly the youngsters are attached to the online Shopping
and hence the elder people doesn‟t use much compared to the Youngsters. The study highlights
the fact that youngsters are mostly poised to use online food ordering services. The study also
reveals that the website attractiveness and ambience have the major influencing factor on online
shopping websites. The second most influencing factor is Effective information on the online
shopping websites.

63
 ANNEXURE

1. BIBLIOGRAPHY

JOURNALS

 Consumer buying behavior towards online shopping: An empirical study on Dhaka city,
Bangladesh, Aug 2018

 Influence of E-commerce on Buying behavior of the Customers, CMS Business School

Jain University, Bangalore, Karnataka, India, September 2008.

 Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase

Intention, Yi Jin Lima, Abdullah Osmanb, Shahrul Nizam Salahuddinc, October 2015.

 The Effects of Online Shopping Context Cues on Consumers and Purchase Intention,
Liang Xiao, Feipeng Guo, Fumao Yu, May 2019.

WEBSITES

www.researchgate.net
www.abacademies.org
www.papers.ssrn.com
www.academia.edu
www.wikipedia.com

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2. APPENDIX:

QUESTIONNAIRE:

A STUDY ON EFFECT OF ONLINE SHOPPING VALUES AND WEBSITE QUES ON PURCHASE

BEHAVIOUR

NAME:

GENDER:

a) Male
b) Female

AGE (YEARS):

a) Below 21 years
b) 21–30 years
c) 30–40 years
d) 40–50 years

MARITAL STATUS:

a) Unmarried
b) Married

QUALIFICATION:

a) Schooling
b) Graduation
c) Post graduation and above
d) Professional Qualification

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OCCUPATION:

a) Student
b) Government Service
c) Private Sector
d) Self- employed
e) Housewife
f) Others

MONTHLY INCOME OF THE FAMILY:

a) Less than 10,000

b) 10,000–25,000
c) 25,001–40,000
d) More than 40,000

RATE THE FOLLOWING STATEMENTS ON FIVE POINT SCALE

( 1- STRONGLY DISAGREE, 2- DISAGREE, 3 NEUTRAL, 4- AGREE, 5 STRONGLY AGREE )

HEDONIC SHOPPING VALUE

Online shopping is always exciting for me

Online shopping gives me more pleasure than what I get from the products purchased

Compared to other things I could do, the time spent online shopping is/are truly enjoyable

I continue to shop not because I have to, but because I want to

UTILITARIAN SHOPPING VALUE

The products and services I purchase online are always right priced and are of good quality

I am successful in my online shopping

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While shopping online, I search just the items I am looking for

I am able to buy what I really need

I am able to accomplish just what I want on the online shopping trip

WEB INFORMATIVENESS

Online shopping websites are useful to me

The online shopping website is informative to me

I find online shopping websites to be resourceful

The online shopping website(s) is/are knowledgeable for me

WEB ENTERTAINMENT

It is fun to browse online shopping websites

The online shopping website(s) is/are entertaining

I find online shopping website(s) to be exciting

There is sufficient imaginativeness in online shopping website(s)

The online shopping website(s) is/are attractive

EFFECTIVENESS OF INFORMATION CONTENT

The information on the website is conveniently available

I find the information on the online shopping websites to be accurate

The information on the online shopping websites is/are complete

Online shopping website(s) have up-to-date information

The information on the online shopping website(s) is relevant

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WEB SATISFACTION

While shopping I feel like I am exploring new worlds

I am pleased with the experience of using online shopping website(s)

The shopping website(s) do a good job of satisfying my needs

PURCHASE INTENTION

My likelihood of purchasing products from online shopping website is high

The probability that I would consider buying through online shopping website is high

My willingness to buy through online shopping website(s) is high

I intend to purchase through the website

68