Vidyabharati International Interdisciplinary Research Journal 12(2) 139-144 ISSN 2319-4979

LINKING WITH PROSPECTIVE INDIAN CONSUMER: BRANDS ROLE TO ONLINE

SHOPPING CUSTOMERS SATISFACTION
N. Zaware
Rajeev Business School, Pune
[email protected]
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ABSTRACT
Internet shopping is an increasing trend among customers because of the professional requirement to give more time
for the job, the time required for travelling through traffic jams, vehicle parking limitations, limited stocks availability
at stores and overall changed working practices and lifestyles. In general online shopping happens to substitute for
customers because of its suitability than traditional shopping. India is still a developing country, having much more
scope for internet infrastructural and organised retail businesses development. In India internet is considered as an
innovative intermediately in between the retailers and the consumers. It is challenging to maintain customers who
prefer online shopping without physically touching the products. This study is planned to identify the customers'
rationales and motives why customers believe or decline online shopping. The survey method is adopted through
Google questionnaire survey and survey of working executives, professionals and self-employed individual sample is
conducted to understand their online shopping intention. The research study conclusions offer a direction to satisfy
online shopping customers by offering suitable brands.
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Keywords: Branding, Branding, e-shopping, Online Customer Satisfaction, Online Shopping behaviour

1. Introduction online shopping is armchair shopping, not

require going out of the home to purchase the
Marketing is considered as the essence of the
product. Customers prefer online shopping as it
organisation as it is the revenue-generating
helps to save time and quick access to acquire
activity of every organisation. Every
brand information details.
organisation finds different channel
Online shopping is very challenging as it needs
intermediaries to make finished goods
to have e-commerce support. The Indians still
available to the end-user of the product. In this
internet era, the internet is considered an consider that online financial transactions are
not protected an adequate amount from
innovative intermediately between the retailers
guarding the payment system such as online
and the consumers. Various retail businesses
banking, debit or credit cards or by using
are striving hard to reach online customers.
Customer satisfaction depends on a products mobile apps and also exposé financial details.
A basic perceptive of aspects of impact on
apparent presentation in offering worth relation
online customer satisfaction is of immense
to a customer’s expectation. Customers’
significance to e-commerce. As online
expectations about the brand are based on
shopping abolishes the physical appearance of
history buying incidents, other product users’
consignments, retail shelf arrangement, stock
opinions, brand information, specification
management, footfall conversion to sales, retail
details and promises by e-retailer and
shop flower management and human touch,
competitor brands information and promises.
shoppers have to ensure product brand quality
Brand managers need to be cautious to position
and customer satisfaction by experiencing
the correct altitude of expectations. The buyer
brand purchase.
will be dissatisfied if there is any variation in
product performance and the customers’ 2. Literature Review
expectations. At the same time, the buyer will John S. and Jeff H. (2010) explained as
be satisfied if performance matches buyers managing relationships with the customer is
expectations. As satisfied customers go for become approximately the same branding and
repetitive purchases, satisfied customers act as brand management terminology in this era of
opinion leaders to communicate with other the twenty-first century. Branding is the
customers about their experiences with the recognised identity of the organisation.
brand. Therefore every marketer's focus is to Additionally, Kotler & Keller (2006)
keep their customers satisfied. It is considered
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Vidyabharati International Interdisciplinary Research Journal 12(2) ISSN 2319-4979

emphasised that the customer satisfaction is the required the market 1. Acknowledgement of
result of familiarity. Different buying stapes as problem, 2. Information Search 3. Substitute
filling the need of something, information predilection and post purchasing result
gathering about, estimate purchasing assessment. Then, Mei-ying Wu, Li-hsia
substitutes, concrete buying decision, and post TsengCustomer (2018) examined the
buying behaviour. connection between customer satisfaction and
Higgins (1999) elucidates that a brand is brand loyalty. Authors expressed that the
nothing but the pledge and a pack of speedy expansion of Internet facilities has
procedures in customers’ minds regarding the made possible the explosion of online
company’s offering. Brand building takes businesses. Based on experiential modules,
trustworthiness, and pledge, to clear in your including intelligence, sense, belief, proceed,
mind as the brands converse preferred and relay said work endeavoured to investigate
implication to the shopper. Branding is an the different kinds of knowledge favoured by
association that is assembling on knowing and the consumers.
contentment. Furthermore, McGaughey and John, M. and Michael (1997) elaborated that
Mason (1998) cited that online shopping is after using the product, a customer identifies
more proficient and booming because of the the quality of the product, which is replicated
benefits offered by the internet; it facilitates into the customer's satisfaction. By offering
clients. Consumers' efficiency is improved by quality a product to consumers at a cutthroat
online shopping to afford rapid entrée to market, utter need and wants to progress a
merchandise associated details, consumers’ customer’s familiarity and contentment
time and money-saving endeavour, excellence repeatedly. Furthermore, Samudre and Zaware
of the merchandise, and shopping practice. (2019) examined various reasons behind the
Yomnak (2007) elaborate that the consumers purchases but the message through
are interested in modernising their shopping communication and knowledge enrichment are
pattern; consequently, customers are more the main reasons behind the purchase. Zaware
interested in getting the merchandise swiftly (2012) realised that today's marketers are more
exclusive of negotiating cost or value. concerned with fighting competition increasing
Therefore, e-shopping has happened to market share and aggressively involved in the
significant contemplation. Consumers can brand-building process using the same old and
order a marvellous assortment of merchandise obsolete marketing strategies without being
online. Moreover, Dubrovski (2001) examine cost-conscious on their overhead spending and
that; the online marketing of products has other marketing expenditure.
many restrictions in the marketing strategies. Zaware (2013) treated that branding should
Upcoming promotion mix variables for online play the pilot position amongst the product
marketing have denoted the substitutes to tap strategies. Businesses utilising the device of
the worldwide market. branding should set added prominence on
John et al. (1997) explained that the customers product utilities to end consumers.
understanding and distinguish of product Subsequently, Charak, Zaware, Pawar (2017)
quality is get replicated in the satisfaction of confirmed that online Marketing has many
customers. Developing a brand in a challenges while Indian Market has a
competitive market need constancy in quality tremendous business perspective. Moreover,
of product and customer experience and Zaware, Shinde, Pawar, and Mehetre (2019)
satisfaction. Customers shopping experience expressed that in the branding process, brands
factors like easily making the quality of were continuously communicating and
products available, transactions simplicity, developing emotional bonds to shape
clarity of product information are needed to consumers perception of the brand. Zaware N,
consider for a product brand. (2020) In India, Businesses need to transform
Pine and Gilmore (1990) explicated that the considering more than seventy percent
patterns of consumer manners demonstrate the population stay in the rural part is facing
crucial phases that distinctive consumers internet technological unavailability.
exceed during satisfying what customer

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Vidyabharati International Interdisciplinary Research Journal 12(2) ISSN 2319-4979

The Customers are considered to be satisfied proficiently in the exploratory stage many
with the brand when the supposed service times, Convenience sampling is adopted. The
congregate or surpass their anticipation. The non-probability convenience sampling
Customers are considered dissatisfied once technique was chosen for this study. A total of
they experience the submission collapse lower 500 questionnaires were mailed to the target
than their anticipation about the brand. Quality sample of the 500 and received a response from
of product and satisfaction of customer has two hundred. For this questionnaire survey
offered imminent into influential the study, closed-ended direct questions are
satisfaction level for brand experience. In arranged to receive a controlled response from
addition, numerous scholars distinguish and respondents. The set of questions consist of an
acknowledge that customers' satisfaction is a option from strongly agree 5 points disagree
reasonable dimension of achievement in the carries 0 point scale, on a standard 5 point scale
marketplace. From the above-cited studies, it is of responses. All questions set included
obvious that there is a positive association variables relevant to brands considered
amongst the quality of product, product brand indomitable to an imperative in the online
and online shopping familiarities with the shopper's customer satisfaction.
customer's satisfaction. An acquaintance of
4. Hypotheses of Study
these mentioned variables is an extremely
significant aspect of enhancing the satisfaction Following hypotheses are considered for
of the customer. testing in the study:
Hypothesis 1:
3. Objectives and Research Methodology H0 Brand plays a vital position in the online
3.1 Objectives shoppers’ satisfaction of the customer.
H1 Brand does not act in a vital position in the
This research study focuses on the fundamental
online shoppers’ satisfaction of the customer.
objective to scrutinise the association between
brand aspects and customer satisfaction who Hypothesis 2:
H0 Product quality plays a vital position in the
was shopping online. The defined objective of
online shoppers’ satisfaction of the customer.
this research study is to recognise the influence
of the brand on online customer satisfaction. H1 Product quality does not act in a vital
position in the online shoppers’ satisfaction of
3.2 Research Methodology the customer.
This study is an attempt to explore the 5. Data Interpretation and Analysis
relationship between online customers’
satisfaction with various sovereign brand 5.1 Analysis of Reliability Test
Table No. 1 shows the values of the Cronbach
variables with the help of statistical analysis. In
alpha of research variables. As exposed in
general, this is a correlation study. For this
Table no.1, the minimum acceptable level of
study, samples are considered the community
the reliability coefficient of this research study
counted employees of various institutions, self-
variable goes beyond 0.70 as per Nunnally and
employed and professionals in India. For
Bernstein (1994)
acquiring fundamental information rapidly and

Table No. 1 Reliability Test summary:

Variable No. of Items No. of items integrated Cronbach Alpha
Brand 3 3 0.732
Product Quality 5 5 0.552

5.2 Data analysis by using Descriptive advertisement, and d. Product Quality. The
Statistics means and standard deviations of descriptive
analysis results for mentioned variables are
A five-point Likert scale is used to measure a.
emphasised in Table No. 2.
The online customer satisfaction, b. brand, c.

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Vidyabharati International Interdisciplinary Research Journal 12(2) ISSN 2319-4979

Table No. 2: Descriptive Statistics:

No N Minimum Maximum Mean Std. Deviation
1 200 1.0 5.0 2.3100 1.12710
2 200 1.0 5.0 2.4700 1.02424
3 200 1.0 5.0 2.6200 1.21945
4 200 1.0 5.0 2.9100 1.11762
5 200 1.0 5.0 2.4000 0.98251
6 200 1.0 5.0 2.7600 1.14256
7 200 1.0 5.0 2.6400 1.22424
8 200 1.0 5.0 2.3500 1.01918

5.3 Data Analysis by using Correlation 5.4 Customer Satisfaction and Brands
Analysis The regression analysis was carried out to
Pearson’s correlation analysis is considered for determine the association between brand role
the study of bivariate associations between the position to online purchase satisfaction of
variables. The outcome proves that the 3 consumers with α = 0.05. The result of
integrated variables of brand and 5 integrated regression analysis is offered in the following
variables product quality are correlated as the Table No. 3 and 4.
p-values for both these variables are more than
0.50.
Table No. 3: Model Summary of Dependent Variables
R R2 Adjusted Std. Error of Change Statistics
R2 Estimate R2 F df1 df2 Sig. F Durbin
Change Change Change Watson
.501a .501 .251 .90027 .251 29.141 1 98 .000 1.326
a. Predicators: Constant/ br_mean
Table No. 4: Coefficient of Dependent Variable
Coeff Coefficient (Unstandardized) Coefficient (Standardized) t Sig.
B Std. Error Beta
Constant 1.814 .234 6.991 .000
br_mean .510 .095 .481 4.998 .000

The output results for brands plays a accept H0; it means brand plays a significant
considerable role position in online shopping role in customers online purchases and
satisfaction of customer; illustrate the value of satisfaction.
Durbin Watson is 1.326.
5.5 Satisfaction of Customer with Product
The Durbin Watson outcomes demonstrate as;
Quality
there is an affirmative serial correlation. As per The regression analysis test is conceded to
the rule of Durbin-Watson, if the Durbin– determine the association between the quality
Watson statistic is substantially less than figure of the product purchased online and online
2, in that case, it is a confirmation of consumer satisfaction with α = 0.05. The
affirmative serial correlation. As per the output of regression is illustrated in Tables No.
coefficient matrix, products brand plays a
5 and 6.
significant role in online customer satisfaction
at t = 4.998 and P= 0.00 < 0.05. Hence, we
Table No 5: Model Summary Dependent Variables
R R2 Adjusted Std. Error of Change Statistics
R2 Estimate R2 F df1 df2 Sig. F Durbin
Change Change Change Watson
.524a .274 .274 .83099 .274 37.243 1 98 .000 1.647
a. Predicators: Constant/ bq_mean
b. Dependant Variable: SE1

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Vidyabharati International Interdisciplinary Research Journal 12(2) ISSN 2319-4979

Table 6: Coefficient of Dependent Variable

Coefficient (Unstandardized ) Coefficient(Standardized) t Sig.
B Std. Error Beta
Constant .807 .338 2.378 .018
bq_mean .748 .124 .526 6.102 .000
a. Dependant Variable: SE1

For online shopping, output for quality of the consider the brand and quality of product falls
product is the foremost criterions with the lower than their suppositions. Product brand
satisfaction of shopping requirements and product quality have granted several
demonstrate the Durbin Watson value is 1.636. approaches addicted to influential the altitude
The outcome of the Durbin Watson moreover of satisfaction for brand experience. Online
points out, as there is an affirmative serial shoppers’ prospects from brands and an
correlation. As per the law of the Durbin- affirmative customer familiarity are significant
Watson condition, the Durbin-Watson statistic to actual sales through the e-commerce
is considerably fewer than the value 2, and then marketplace.
it is a confirmation of the affirmative serial Branded products quality is nothing but in the
correlation. Commencing the model of the general assessment of customers’ distinction of
coefficient matrix, the quality of the product is the presentation of the product. Online
the most important criterion to online shopping shoppers’ satisfaction is elementary to the
is significant at t = 6.103 and P= 0.00 < 0.05. marketing conception. From the above study, it
The product quality sustains and support is apparent that supplementary and dissimilar
hypothesis H0 i.e. the quality of the product variables must recognise Internet shopping.
has a relationship with the satisfaction of the It is comparatively developing observable fact,
customer. and as such, may require supplementary
redeveloping philosophy of used models.
6. Conclusions
Findings confirmed that brand and product
As customary shopping more often recognised quality plays a vital position in the Customer
as worried because of the growing number of satisfaction of customers amongst Indian
vehicles on roads and issues related to it like online shoppers.
traffic jams, unavailability of parking space. At This is anticipated that the results of the study
the same time, occupational requirements are might offer several imminent for scholars as
also changing; one has to give more time and well as marketing professionals to appreciate
involvement to the profession. Upcoming supplementary concerning online shopping
professional generations are moreover techno- satisfaction of the customer. The present study
savvy, having time limitations and want some offers numerous prospects for prospect
comfortable option for shopping are prefer investigation. Prospective research may
online shopping. address other significant constructs that
Customers are considered satisfied when the influence online shopping customer
supposed brand and quality of the product satisfaction.
congregate or go beyond their anticipation.
Online shoppers get frustrated when they

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