MAHARISHI COLLEGE OF NATURAL LAW

DEPARTMENT OF COMMERCE
Bhubaneswar-751007, ODISHA,INDIA
Ph. No.: 0674-2541268
Website: www.maharishicollege.ac.in

CERTIFICATE

This is to certify that this project entitled “THE STUDY ON e-HRM

PRACTICES IN INDIAN IT SECTOR” submitted by Darshan Ranjan Mohanty (Roll No. BC-20-
116) is a record of bonafide and independent research work carried out by him under my supervision. This

project, so far as my knowledge has not been submitted to any university or institutions for the award of any

degree, diploma, associateship and fellowship. I recommend this project for submission of the degree of

bachelor in Commerce, Maharishi College of Natural Law, Bhubaneswar.

I wish him all the best and success in future endeavors.

Date: Dr. Lokanath Parida

Place: Bhubaneswar Dept. of Commerce
Maharishi College of
Natural Law
 MAHARISHI COLLEGE OF NATURAL LAW
DEPARTMENT OF COMMERCE
Bhubaneswar-751007, ODISHA, INDIA
Ph. No.: 0674-2541268
Website: www.maharishicollege.ac.in

DECLARATION

Date: Priyanshu Das

Place: Bhubaneswar Roll No: BC-20-144
University Roll No: 2003010190180059
Maharishi College of Natural Law,
I do hereby declare that this project report entitled “THE STUDY ON CUSTOMER

SATISFACTION AMONG E-BUYERS” is a record of a bonafide research work carried out by me

under the guidance & supervision of Prabhat Kumar Swain, Assistant Professor, Department of

Commerce, Maharishi College of Natural Law.

I further declare that this project or part thereof has not been submitted to any other university

or institution for the award of any degree, diploma or other similar title.

Bhubaneswar
ACKNOWLEDGEMENT

From the beginning till the end of this research journey I have come across a number of
people who influenced me in various ways in completing the research work and they deserved
special mention. It is a pleasure to convey my gratitude to them in my humble acknowledgement.

First and foremost, I would like to thank the greatest teacher of all, the almighty Lord
Jagannath for giving me the strength to perform the research work.

My vocabulary fails to provide me with suitable words to acknowledge the generous

guidance of my supervisor, Prof. Prabhat Kumar Swain. I will remain indebted all my life to Prof.
Prabhat Kumar Swain for his supervision, advice and guidance from the early stage of this research
as well as for giving me extraordinary experiences and new knowledge throughout the research
work. Above all and the most needed, he provided me unflinching encouragement and support in
various ways. I could not have imagined for having a better advisor, philosopher and mentor for
my research work. His understanding, encouraging and personal guidance has provided a good
basis for the present project work.

I am also thankful to other faculty members of Department of Commerce, Maharishi

College of Natural Law, Bhubaneswar for their constant encouragement and support.

Last but not the least; I owe my loving thanks to my parents and my friends to whom I
dedicate this project.

Priyanshu Das

University Roll No-2003010190180059

College Roll No-BC-20-144

TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1–4

CHAPTER 2 REVIEW OF LITERATURE 5–7

CHAPTER 3 CONCEPTUAL 8 – 15
FRAMEWORK

CHAPTER 4 DATA ANALYSIS AND 16 – 39

INTERPRETATION

CHAPTER 5 FINDINGS, SUGGESTIONS 40 – 43

& CONCLUSION
 BIBLIOGRAPHY

LIST OF TABLES

TABLE TITLE PAGE

NO. NO.

4.1 Table showing gender profile of respondents 16

4.2 Table showing age wise classification of 17

respondents

4.3 Table showing the marital 18

status of respondents

4.4 Table showing the annual income level of 19

respondents

4.5 Table showing purchase decision taken in the 20

family

4.6 Table showing the purchase from online in 21

previous 6 months

4.7 Table showing time spent on internet every 22

day

4.8 Table showing factors influencing online 23

shopping

4.9 Table showing factors affecting satisfaction 24

level on online shopping

4.10 Table showing the importance of service 25

quality

4.11 Table showing hindering of delivery charges 26

4.12 Table showing the importance of speed of 27

delivery

4.13 Table showing satisfaction level of speed of 28

delivery
 4.14 Table showing the importance of price level 29
on online shopping

4.15 Table showing overall satisfaction on online 30

shopping

4.16 Table showing the reasons for online shopping 31

4.17 Table showing repurchase of product you are 32

satisfied with

4.18 Table showing the influence of COVID-19 on 33

online shopping

4.19 Table showing preference of online shopping 34

over offline

4.20 Table showing whether product meet the 35

quality you expected

4.21 Table showing whether any difficulties faced 36

on online shopping

4.22 Table showing mode of payment on online 37

shopping

4.23 Table showing satisfaction level of customer 38

service

4.24 Table showing if they would replace/refund 39

damaged product

LIST OF FIGURES

FIGURE TITLE PAGE

NO. NO.

4.1 Figure showing gender profile of respondents 16

4.2 Figure showing age wise 17

classification of respondents

4.3 Figure showing marital status of respondents 18

4.4 Figure showing the annual income levels of 19

respondents
4.5 Figure showing the purchase decision taken in the 20
family

4.6 Figure showing the purchase from online in 21

previous 6 months

4.7 Figure showing time spent on internet every day 22

4.8 Figure showing factors influencing online shopping 23

4.9 Figure showing factors affecting satisfaction level 24

on online shopping

4.10 Figure showing the importance of service quality 25

4.11 Figure showing hindering of delivery charges 26

4.12 Figure showing importance of speed of delivery 27

4.13 Figure showing satisfaction level of speed of 28

delivery

4.14 Figure showing the importance of price level on 29

online shopping

4.15 Figure showing overall satisfaction on online 30

shopping

4.16 Figure showing the reasons for online shopping 31

4.17 Figure showing repurchase of product you are 32

satisfied with

4.18 Figure showing the influence of COVID-19 on 33

online shopping

4.19 Figure showing the preference of online shopping 34

over offline

4.20 Figure showing whether the product meet the 35

quality you expected

4.21 Figure showing whether difficulties faced on online 36

shopping

4.22 Figure showing the mode of payment on online 37

shopping
4.23 Figure showing satisfaction level of customer 38
service

4.24 Figure showing if they would replace/refund the 39

damaged product

CHAPTER I
INTRODUCTION
1.1 Introduction

In the era of globalization, electronic marketing is a great revolution. Over

the last decade, maximum business organisations are running with
technological changes. Online shopping or marketing is the use for better
marketing performance and retailers are devising strategies to meet the
demand of e-buyers. Internet has transcended us from the traditional
shopping era into a new a new and more efficient era of online shopping.
Globally, customers are gaining tremendous benefits from purchasing
goods and services from cyberspace. The internet permits the 24x7 and 365
days availability of goods with little or no extra cost.
 Surplus seeking consumers and retailers are always searching for markets
that are more economically efficient hence, online purchasing. Although there are
abundant research works undertaken relating to factors that influence customer
satisfaction and purchase intention in the context of online shopping (e-commerce),
factors that are found to influence the level of customer satisfaction actually vary

from time-to-time & location-to- location.

The importance of this study is to examine the customer satisfaction among

e-buyers in Thrissur district and also investigating the major reasons and
factors which influence a customer decision for purchasing online and the
level of satisfaction achieved by him or her by making online purchases. In
this research project, the findings of the questionnaire-based survey
conducted in various places of Trissur district are analysed with the
purpose of drawing out conclusions as to what all factors affect the level of
customer satisfaction among e-buyers

1.2 Statement of problem

Online marketing has gained a lot importance in the present marketing

conditions. But along with vital growth the number of scams, fraudulent
practices and cheating also increased. Such cheating activities had created
fear in the minds of customers and also adverse impact in the attitude of
consumers towards online purchases. The problem area of this survey is
consumer’s satisfaction and attitudes towards online shopping will
determine the factors that influence customers to shop online and those
factors will help the marketers to formulate their strategies towards online
marketing.
1.3 Scope of the study
The study aims at customer satisfaction among e buyers with reference to
Trissur district. The main scope of study included in this study is to know
their brand loyalty, to know about which purchase type people prefer most
and to find out the reason for buying this product over online. The scope of
study has been limited to certain purchasing behavioural aspects and
Factors affecting the buying decision.

1.4 Significance of study

The online retail is undergoing dramatic changes. This research can

contribute to the society and country. This research helps to provide the
factors that cause the satisfaction level. When online shopping provider
understand what is the wants and needs of the consumer. Thus, it helps to
reduce their cost in research and development. By then, online shopping
provider can focus to increase their product features or quality that serves
to the consumers. Through this study, online shopping provider can focus
on

2
what is the best business quality and services to consumers in order to
maintain their life long relationship to create maximum life time value to
the company itself.

1.5 Objectives of 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

1.6 Limitations of study

• The study is confined to Thrissur district only.

 • 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
1.7 Research methodology

1.7.1 Research methodology

The success of my research depends upon the suitable methods adopted to

find out the result. This shows the design of the study and the approaches
adopted for this study. The nature of data is descriptive. This research is
conducted through primary and secondary data collection methods. The
tools used here is graphs, tables etc.

1.7.2 Research design used for this study

The research design used for the study is descriptive. Descriptive research studies
are those, which are concerned with descriptive of the characteristics

3
of a particular individuals or group. The studies concerned with specific
predictions with narration of facts and characteristics concerning individual
groups or situations are all examples of descriptive research studies.

1.7.3 Population size

The total population size is indefinite.

1.7.4 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 this study is 50.

1.7.5 Sample design

It is a definite plan for obtaining a sample from a given population.it refers

to the technique the researcher adapts in selecting items for the sample. The
respondents are selected based on convenient sampling.
1.8 tools used in analyses

1. Graphs
2. Tables
3. Diagrams
4. Percentage analysis

1.9 Chapterisation
Chapter 1: Introduction
Chapter 2: Review of literature
Chapter 3: Conceptual framework
Chapter 4: Data analysis and interpretation
Chapter 5: Findings, suggestion and conclusion

4
 CHAPTER II
REVIEW OF LITERATURE
2.1 Review of literature
Review of related literature is one of the first four steps in research
process.it consist of summary of findings of research carried out in the past
on the same directly and indirectly related topics. This review provides
insight to the researchers regarding what is already known and what
remains to be tested regarding the topic of research.

2.1.1 Empirical review

An empirical literature review examines past studies to answer a particular
research questions. Then we use statistical methods to come to an overall
conclusion about the research question based on all studies we selected.

1. Tse and Wilton, (1988) & Oliver (1999) define Customer satisfaction
is defined as an "Evaluation of the perceived discrepancy between prior
expectations and the actual performance of the product".

2. Hennig-Thurau and Klee (1997) states Satisfaction of customers

with products and services of a company are considered as most important
factor leading toward competitiveness and success. Customer satisfaction is
actually how customer evaluates the ongoing performance.

3. According to Kim, Park and Jeong (2004) customer satisfaction is

customer’s reaction to the state of satisfaction, and customer’s judgment of
satisfaction level. Customer satisfaction is very important in today’s
business world as according to Deng et al., (2009) the ability of a service
provider to create high degree of satisfaction is crucial for product
differentiation and developing strong relationship with customers.

4. Eshghi, Haughton and Topi (2007) state that previous researchers

have found that satisfaction of the customers can help the brands to build
long and profitable relationships with their customers. Though it is costly to
5
generate satisfied and loyal customers but that would prove profitable in a
long run for a firm. Therefore, a firm should concentrate on the
improvement of service quality and charge appropriate fair price in order to
satisfy their customers who would ultimately help the firm to retain its
customers.

5. R. L. Kenney (1999) states Online Shopping is the conduct of

business via internet which relates to activities of information searching,
information sharing, purchasing or exchanging products and services; also
maintaining customer relationship without face-to-face meeting unlike
transaction done in traditional way. Often online shopping is wrongfully
perceived as a way of doing business between web retailers and web end
customers but rather e-commerce encompasses an entire range on
conducting online business whether it’s the interaction between business to
business, business to customer, and business to government.

6. According to UCLA Centre for Communication Policy (2001),

online shopping has become the third most popular Internet activity,
immediately following e-mail using/instant messaging and web browsing. It
is even more popular than seeking out entertainment information and news,
two commonly thought of activities when considering what Internet users
do when online. Of Internet users, 48.9 percent made online purchases in
2001, with three-quarters of purchasers indicating that they make 1-10

purchases per year.

7. Liang and Lai (2000) state that online shopping possesses five steps
similar to those associated with traditional shopping behaviour. In the
typical online shopping process, when potential consumers recognize a need
for some merchandise or service, they go to the Internet and search for
need- related information. However, rather than searching actively, at times
6
potential consumers are attracted by information about products or services
associated with the felt need. They then evaluate alternatives and choose the
one that best fits their criteria for meeting the felt need. Finally, a
transaction is conducted and post-sales services provided.

8. According to Kotler & Keller (2009), a buyer goes through five

stages while making a decision to purchase. These stages are best
explainable when a buyer goes for buying costly items, such as a house, a
car, diamond jewellery etc. However, in day- to- day purchase, consumers
may not go through all these stages, since some commodes do not need
information, and based on buyer’s previous experience they will visit a
store for the purchase.
These stages are (Figure 1): “problem recognition, information search,
evaluation of alternatives, purchase decision, and purchase behaviour”.

9. L. C. Schaupp and F. Bélanger (2005) state that it is imperative to

be able to measure customer satisfaction in the context of e-commerce since
this will define the success of the vendors. The literature suggests each
research is different mainly by the antecedent factors of customer
satisfaction since the researchers chose the variables and factors best suit for
each circumstance in their perception; thus, the results are varied by time

and location.

10. Case, Burns, and Dick (2001) suggest that internet knowledge,
income, and education level are especially powerful predictors of Internet
purchases among university students according to an online survey of 425
U.S. undergraduate and MBA students. Ho and Wu (1999) discover that
there are positive relationships between online shopping behavior and five
categories of factors, which include e-store, logistical support, product
characteristics, websites, technological characteristics, information
characteristics and homepage presentation.

7
8
 CHAPTER III
CONCEPTUAL FRAMEWORK
 3.1 Consumer behaviour

Consumer behaviour is the study of individuals, groups or organizations and

the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and the society. It blends elements from
psychology, sociology, social anthropology, marketing and economics. It
attempts to understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying behaviour. It
studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also
tries to assess influences on the consumer from groups such as family,
friends, sports, reference groups and society in general. Consumer
behaviour is the behaviour of a person as consumer. It refers to the actions
of a person as to how he purchases uses goods and services. It includes the
study of_ what consumer’s buy, why they buy it, how they buy it, when
they buy it, where they buy it and how often they buy it. It includes all the
psychological, social and physical behaviour of potential customers as they
come to know, evaluate, purchase, consume and tell others about the
products and services.

Definitions

"It is the behavior that consumers display in searching for, purchasing,

using, evaluating and disposing of products, services and ideas, that they
expect will satisfy their needs" -Schiff man and Karuk.

"It is the study of decision-making units and the process involved in

acquiring, consuming and disposing of goods, services, experiences and
ideas"- Moven.
 8

Importance

The relevance and importance of understanding consumer behavior is

rooted in the modem marketing concept. In order to operationalize this
concept, management attempts to solve some consumption problems of
consumers. However, no businessman can possibly help consumers to solve
their consumption problems unless he understands them and unless he
makes an attempt to comprehend the buying process and the factors
influencing it.

Consumer behaviour is dynamic. Therefore, it is necessary to continuously

study, analyse and understand it and monitor this understanding to the
marketing management so that effective decisions can be taken in respect of
products, price, promotion and distribution. The profit position of a product
hinges on the kind of predisposition-positive/negative-that a consumer has
developed towards it. It is essential to study and analyse it in order to
understand what he/she has developed such a predisposition? Besides, the
Indian marketing conditions, in particular the role of the Government and
the steadily emerging consumer movement, necessitates that marketers in
India must understand consumer behaviour-their needs, aspirations,
expectations and problems. It will be extremely useful in exploiting
marketing opportunities and in meeting the challenges that the Indian
market offers.

Thus, in substance, it may be said that in the interest of effective marketing

decisions, marketers must develop an understanding of their consumer's
behaviour, the buying process and the factors influencing this process.
 9

3.2 FACRORS AFFECTING CUSTOMER SATISFACTION

Customer satisfaction is the overall impression of customer about the supplier

and the products and services delivered by the supplier. Following are the
important factors that could affect customer satisfaction:
• Department wise capability of the supplier.
• Technological and engineering or re-engineering aspects of products
and services.
• Type and quality of response provided by the supplier.
• Supplier’s capability to commit on deadlines and how efficiently
they are met.
• Customer service provided by the supplier.
• Complaint management.
• Cost, quality, performance and efficiency of the product.
• Supplier’s personal facets like etiquettes and friendliness.
• Supplier’s ability to manage whole customer life cycle. • Compatible
and hassle-free functions and operations.

3.3 ANALYSIS OF CUSTOMER SATISFACTION There are

three different, common measures of customer satisfaction

1. Customer Satisfaction Score (CSAT)

How satisfied are you with product X / service X?

2. Net Promoter Score

How likely is it that you would recommend product X / service X to your
friends, relatives or colleagues?
3. Customer Effort Score
How much effort did you have to put in so that your request was processed
by Company X?

10
3.4 FACTORS INFLUENCING CUSTOMER SATISFACTION
Any organization in any industry has one common goal: to satisfy their
customers. Customer satisfaction is a metric that measures how happy
customers are with a business’s products, services, and capabilities. It’s a
reflection of how a customer feels when interacting with your brand: poor
customer satisfaction leads to negative reviews, while satisfied customers
will help you build your brand.

The three major factors that affect modern customer satisfaction are
customer understanding, service, and technology. By tapping into these
factors, you can provide positive, consistent customer experiences and
create real customer loyalty.

1. Customer Understanding
Your customers have to know that your company isn’t just profiting from
them. Loyal customers want to be assured that they are buying from an
organization that truly cares about their best interests.
Customers prefer companies that offer multiple choices, remember their
preferences, and personalize the buying experience for them.

• Choices: Having a number of options for each product or service will

go a long way. Items in different colors or flavor variants might not seem
like much, but in one market study article they found that the more choices
a customer has, the more they will feel they have control over the buying
process. However, too many product choices may overwhelm customers
and result in “choice overload”, which may result in no purchases being
made at all. It’s important to hit the right balance between having too many
choices and none at all.

11
• Preferences: According to an article published by Forbes in 2018,
online retailer Zappos is one of the most “customer-obsessed” companies
around.

Zappos really understands the concept of customer preferences: if you

prefer to talk to someone over the phone, they can quickly accommodate
you. Businesses that recall and adapt to client preferences such as payment
method, delivery service, or communication channels have an excellent
understanding of the market they are catering to.

• Personalization: Personalized service means giving customers

individual attention. Employees who address buyers by name and remember
which product they enjoyed are some ways to incorporate personalization in
the buying process. Based on an article published by Epsilon, 80% of
consumers are more likely to make a purchase when a brand offers a
personalized experience – so personalization efforts are a worthwhile
investment.

2. Service
Good service is often described as warm, friendly, and polite. It’s easy for
businesses to meet these factors, but true customer satisfaction takes more
than just attentive employees. Excellent customer service is also ensuring
that the needs of consumers are met. Most consumers require convenient,
intuitive customer service that delivers exactly what they want in a timely
manner.
• Convenient: Convenience is an essential component to making a
positive experience. Timely service and ease-of-use are factors that
influence where consumers go, what they buy, and who they engage with.
For example, when most people think of convenience, they think of
Amazon’s wide selection of products and quick delivery service. Amazon
12
makes it much easier to skip the visits to brick-and-mortar stores and rely
on their service entirely.

• Intuitive: When problems occur, consumers rarely see product

quality. Instead, they think about the poor experience surrounding it. This is
why customers value companies that understand them, solve their problems,
and anticipate their needs before they even think about it. Take for instance
Southwest Airlines, who has a team of Proactive Customer Service
employees working with 14 other airline departments to ensure safe and
highly-satisfactory experiences for every customer.

• Delivery: Part of building a customer’s trust is always meeting what

they need according to their expectations. Your business should only
promise what it can deliver. Facebook’s “It’s always free and will be”
slogan was a promise that stuck for years. And while the social media giant
has changed this slogan, users never worry that Facebook will cost money.

Technology
Technology has become a necessary aspect of operating a business in an
ever- developing modern world. Social media, websites, blogs, and apps are
factors that give tech-savvy businesses an edge over their competition. A
blog article from Access Development mentioned that
research firm Apptentive found 66% of companies that did not have a
mobile app saw a decrease in customers. In order to satisfy consumers with
technology, your company channels should be widely accessible, easy to
navigate, and load pages quickly.

• Accessible: Your products and services should be readily available to

your customers on their preferred channel, without any barriers or
difficulties. It should also be clear to your consumers that they can reach out
to you on these platforms whenever they have questions or need
13
 assistance. Roughly 20% of Americans have a physical, vision, cognitive, or
auditory disability, according to an article published by Perrill. Your
business’s platform should not only accommodate disabled members of
society, but actively engage with them through these channels.

• Easy to navigate: Navigating your site or app should be

straightforward and simple enough that all kinds of users can easily browse
your store. Difficult platforms cause frustration and loss of potential clients.
You can include efficient keyword search filters and other solutions that can
guide buyers to identify the product they need.

• Loads pages quickly: No one is ever happy with wait times,

especially with slow websites. According to an article by Neil Patel, 47% of
consumers expect web pages to load in 2 seconds or less. If your pages
don’t load quickly, potential clients will end up looking for a different store.
Time is money, so you should make your customer’s time worthwhile.
Chatbots and other innovations can help you with maintaining real-time

interactions with website and app visitors.

3.5 IMPORTANCE OF CUSTOMER SATISFACTION.

Customer satisfaction is always a win-win situation. When your clients are

happy with your products and offerings, you will be able to reap the
benefits of client retention, word-of-mouth promotion, and robust brand
building.
Here are the reasons why customer satisfaction should be your

organization’s number one priority:

14
1. Retention rates go up.
Customer retention refers to the strategy a business implements to retain its
existing customers over a certain period of time. High retention rates
indicate that your organization consistently and competently addresses the
needs of your clients. The value of having loyal clients is that they are more
likely to spend as much as five times more on your products and services
than first- time buyers, says a blog article from campaigncreators.com. The
more satisfied your clients are with your service quality, the more they are
likely to stay and do business with you.

15
 2. Your business gets free word-of-mouth promotion.
Sometimes, advertisements might not be enough to get your brand’s
message across. Customer satisfaction matters because clients who loved their
experiences will want others to enjoy the same, so 72% of happy customers will
share positive experiences with 6 or more people. Whether they post online reviews

or give client testimonials, you would have advocates for your brand.

3. You build up your brand.

In a competitive environment, factors such as strong client loyalty and
customer satisfaction will make your brand stand out. With excellent
product offerings and a good handle on what your clients need, you can
differentiate your brand from the rest. You also create future value by
forming communities around your brand. Communities of business
advocates co- create your brand – think Yelp or Trip Advisor, where a
dedicated customer base propels the brand forward with their reviews and
ratings.

If you’re still unconvinced about the role customer satisfaction plays in

business, here are some statistics to consider:
• According to an article from PwC, 1 in 3 customers will leave a
brand they love after one negative experience.
• Customer experience advisor Esteban Kolsky found that 13% of
unhappy customers will share their experience with at least 15
others.
• In another article, Kolsky also found that only 1 in 26 unhappy
clients will complain. The others will just leave and not let you know
why.
 15

CHAPTER IV
DATA ANALYSIS AND
INTERPRETATION
Data analysis

Data analysis is defined as a process of cleaning, transforming and modelling

data to discover useful information for business decision making. The purpose
of data analysis is to extract useful information from data and taking the
decision based upon the data analysis.

Table 4.1: Showing the gender profile of respondents

Gender No. of respondents Percentage

 Male 28 56

Female 22 44

Total 50 100

(Source: primary data)

Figure 4.1: Showing the gender profile of respondents

Interpretation

The above graph shows that among the 50 sample respondents, 56% are males
and the rest 44% are female

16
Table 4.2: Showing the age wise classification of respondents
Age No. of respondents Percentage

Below 30 16 32

30-50 21 42

Above 50 13 26

Total 50 100

(Source: primary data)

Figure 4.2: Showing the age wise classification of respondents

Below 30
30-50
Above 50

Interpretation

The above graph shows that out of 50 respondents 32% belonging to the age of
below 30 and 42% belonging to 30-50 and 26% belonging to above 50.

17
Table 4.3: Showing the marital status of respondents
Marital status No. of respondents Percentage

Married 37 74

Unmarried 13 26

Total 50 100

(Source: primary data)

Figure 4.3: Showing the marital status of respondents

Interpretation

The above graph shows that among 50 respondents, 74% are married and 26%
are unmarried customers of online shopping.
 18
Table 4.4: Showing the annual income levels of respondents
Annual income No. of respondents Percentage

Below 15000 5 10

15000-30000 7 14

30000-45000 10 20

Above 45000 28 56

Total 50 100

(Source: primary data)

Figure 4.4: Showing the annual income levels of respondents

Interpretation

19
The above analysis shows out of 56% belongs to the income level above Rs.
45,000 and only 10% belongs to income level below Rs.15,000

Table 4.5: Showing the purchase decision taken in the family.

Response No. of respondents Percentage
Husband 4 8
Wife 8 16
Both of them 13 26
All family 25 50
Total 50 100
(Source: primary data)

Figure 4.5: Showing the purchase decision taken in the family.

husband wife both of them all family

Interpretation

The above table shows that 50% of respondents considering whole family for
decision making while purchasing from online.

20

Table 4.6: Showing the purchase from online in previous 6 months

Opinion No. of respondents Percentage
Everyday 0 0
Once in a week 5 10
Twice in a week 5 10
Once in a month 22 44
Once in 2-3 months 18 36
Total 50 100
(Source: primary data)

Figure 4.6: Showing the purchase from online in previous 6 months

21
Interpretation

The above graph depicts that among 50 respondents 44% of the respondents
purchase from online once in a month where as 36% of respondents purchase
once in 2-3 months. Only 10% each is likely to purchase in once or twice in a
week and no one seems to purchase every day from online.

Table 4.7: Showing time spent on internet every day.

Time spent No. of respondents Percentage
Below 1 hour 2 6
1-2 hrs 9 18
2-4 hrs 16 32
4-8 hrs 13 26
Above 8 hours 9 18
Total 50 100
(Source: primary data)

Figure 4.7: Showing time spent on internet every day

Interpretation

The above graph reveals that 32% of the respondents do spend 2-4 hours every
day on internet and 18% of respondents spent 1-2 hours and above 8 hours
equally. Only 6% spent less than one hour whereas 26% of them spent 4-8 hour
daily

22

23
Table 4.8: Showing factors influencing online shopping
Factors influencing No. of respondents Percentage
Very convenient and 21 42
time saving

Low price 4 8
Product variety 13 26
More offers 9 18
others 3 6
Total 50 100
(Source: primary data)

Figure 4.8: Showing factors influencing online shopping.

Interpretation

The above information states that out of 50 respondents 42% of them are
influenced because of very convenient and time saving whereas 26% of
respondents are influenced by the product Varity and 18% of them are
influenced because of more offers. Only less than 14% of respondents find low
price and other factors which influence them.
 23

Table 4.9: Showing factors affecting satisfaction level on online shopping

Factors No. of respondents Percentage
Price 24 48
The way of solving 3 6
your complaint

Loyalty for this online 6 12

shop

The speed of delivery 9 18

The difference between 8 16
your expectations and
real products or services

total 50 100
(Source: primary data)

Table 4.9: Showing factors affecting satisfaction level on online shopping

Interpretation

From the above graph ,48% of respondents get affected by the price factor and
18% of them by the speed of delivery. While 12% of them by loyalty for this
online shop whereas 16% of them by the difference between expectations and
reality. Only 6% of them by the way of solving problems.

24
Table 4.10: showing the importance of service quality
particulars No. of respondents Percentage
Strongly agree 26 52
Agree 16 32
Neutral 7 14
Disagree 1 2
Strongly disagree 0 0
Total 50 100
(Source: primary data)

Figure 4.10: showing the importance of service quality.

2% 0

strongly agree agree neutral strongly disagree

Interpretation

From the above pie chart we can understand that service quality is very
important and 52% of them strongly agrees with that and 32% of them agrees
with it. Only 14% of them are neutral whereas 2 % of them disagree with it.
 25
Table 4.11: Showing hindering of delivery charges.
Opinion No. of respondents Percentage
Always 12 24
Sometimes 33 66
Never 5 10
Total 50 100
(Source: primary data)

Figure 4.11: Showing hindering of delivery charges.

always never

Interpretation

The above pie chart reveals that 66% of the respondents do sometimes get
hindered by the delivery charges and 24% of the respondents always do.
Only 10% of respondents never get hindered by the delivery charges.
 26

Table 4.12: Showing importance of speed of delivery

Particulars No. of respondents Percentage
Strongly agree 19 38
Agree 19 38
Neutral 9 18
Disagree 2 4
Strongly disagree 1 2
Total 50 100
(Source: primary data)

Figure 4.12: Showing importance of speed of delivery

strongly agree agree neutral

Interpretation
The above information says that 38% of the respondents are strongly
agreed that the speed of delivery is important, 38% have agreed, 18% are
 neutral, 4% have disagreed and 2% are strongly disagreed that speed of
delivery is important.

27

Table 4.13: Showing satisfaction level of speed of delivery.

Particulars No. of respondents Percentage
Highly satisfied 4 8
Satisfied 31 62
Neutral 9 18
Unsatisfied 6 12
Highly unsatisfied 0 0
Total 50 100
(Source: primary data)

Figure 4.13: Showing satisfaction level of speed of delivery.

Interpretation

From the above graph we can understand that 8% of the respondents was
highly satisfied, 62% was satisfied, 18% are neutral and 12% of them are
unsatisfied with the level of speed of delivery.

28
Table 4.14: Showing the importance of price level on online shopping.

Particulars No. of respondents Percentage

Strongly agree 22 44
Agree 20 40
Neutral 7 14
Disagree 1 2
Strongly disagree 0 0
Total 50 100
(Source: primary data)

Figure 4.14: Showing the importance of price level on online shopping.

Strongly agree
Agree
Neutral

Interpretation

The above information says that 44% of the respondents are strongly agreed
that the price level is important, 38% have agreed, 18% are neutral, 4%
have disagreed and 2% are strongly disagreed about the price level.

31
 Table 4.15: Showing overall satisfaction on online shopping.
particulars No. of respondents Percentage
Highly satisfied 5 10
Satisfied 29 58
Neutral 10 20
Unsatisfied 6 12
Highly unsatisfied 0 0
Total 50 100
(Source: primary data)

Figure 4.15: Showing overall satisfaction on online shopping

70%
58%
60%

50%

40%

30%
20%
20%
10% 12%
10%
0
0%
highlysatisfied satisfied neutral unsatisfied highly unsatisfied

percentage

Interpretation

From the above information we can understand that 10% of the respondents are
highly satisfied on overall experience on online shopping, 58% have satisfied,
20% are neutral, 12% have unsatisfied and none are highly unsatisfied.

32
Table 4.16: Showing the reasons for online shopping.

Factors No. of respondents Percentage

Discount in price 17 34
Specific offers 15 30
Fast delivery 7 14
Laziness to go out 11 22
Total 50 100
(Source: primary data)

Figure 4.16: Showing the reasons for online shopping.

Interpretation

33
From the above graph, out of 50 respondents, 34% of them choose online
shopping due to discount in price, 30% due to specific offers, 14% due to
fast delivery and 22% due to laziness to go out.

34
Table 4.17: Showing repurchase of product you are satisfied with.
Opinion No. of respondents Percentage
Yes 42 84
No 8 16
Total 50 100
(Source: primary data)
Figure 4.17: Showing repurchase of product you are satisfied with.

yes no

Interpretation

The above information depicts that 84% of respondents do repurchase the

product which they are satisfied with.
 32

Table 14.18: Showing the influence of COVID-19 on online shopping.

Opinion No. of respondents Percentage

Yes 39 78
No 11 22
Total 50 100
(Source: primary data)
Figure 14.18: Showing the influence of COVID-19 on online shopping.

Interpretation

The above information depicts that 78% of respondents did get influenced
by COVID-19 on online shopping.
 33

Table 4.19: Showing preference of online shopping over offline.

Opinion No. of respondents Percentage

Yes 40 80
No 10 20

Total 50 100
(Source: primary data)

Figure 4.19: Showing preference of online shopping over offline.

yes no

Interpretation
The above information depicts that 80% of respondents do prefer online
shopping than offline shopping.
 34

Table 4.20: Showing whether product meet the quality you expected.
Opinion No. of respondents Percentage
Yes 44 88
No 6 12
Total 50 100
(Source: primary data)

Figure 4.20: Showing whether product meet the quality you expected.

yes no

Interpretation
The above information depicts that 88% of respondents did meet the quality
they expected from the product purchased from online.

35
Table 4.21: Showing whether any difficulties faced on online shopping.
Opinion No. of respondents Percentage
Always 5 10
Sometimes 40 80
Never 5 10
Total 50 100
(Source: primary data)

Figure 4.21: Showing whether difficulties faced on online shopping.

always

Interpretation
From the above graph we can understand that 10% of the respondents always
face difficulties in online shopping, 80% sometimes and 10% never faced any
difficulty.

36

Table 4.22: Showing mode of payment on online shopping.

Mode No. of respondents Percentage
Cash on delivery 23 46
UPI/phone pay 14 28
Debit/credit card 13 26
EMI 0 0
Total 50 100
(Source: primary data)

Figure 4.22: Showing mode of payment on online shopping.

Interpretation
The above information reveals that out of 50 respondents 46% of them pay cash
on delivery, 28% pay on UPI/phone pay and the rest 26% pay from debit/credit
card. No one seems to pay EMI.

37
Table 4.23: Showing satisfaction level of customer service.
Particulars No. of respondents Percentage
Highly satisfied 5 10
Satisfied 27 54
Neutral 15 30
Unsatisfied 3 6
Highly unsatisfied 0 0
Total 50 100
(Source: primary data)

Figure 4.23: Showing satisfaction level of customer service.

Interpretation

From the above information we can understand that 10% of the respondents are
highly satisfied with the customer service provided on online shopping, 54%
are satisfied, 30% are neutral, 6% have unsatisfied.

38
Table 4.24: Showing if they would replace/refund the damaged product.
Opinion No. of respondents Percentage
Always 23 46
Sometimes 25 50
Never 2 4
Total 50 100
(Source: primary data)

Figure 4.24: Showing if they would replace/refund the damaged product.

Interpretation

From the above graph, we can see that 46% of respondents would get
replace/refund from online shoppers, 50% of respondents do sometimes get and
4% of them never get replaced or refunded

39

CHAPTER V FINDINGS, SUGGESTIONS

AND CONCLUSIONS
5.1 FINDINGS

On an analysis and evaluation of the data collected from the respondents, the
following findings were arrived -
1. Among the 50 sample respondents, majority of the
respondents were male and most of them were married and
belongs to the age group between 30-50.

2. Out of the total respondents majority belongs to income level

above 45000.

3. In most of the cases whole family is involved in decision

making of online shopping

4. Majority of the respondents do purchase from online in every

once a month and spent 2-4 hours on internet daily.

5. The main factor influencing majority of the respondents on

online shopping is the convenience and timesaving whereas
the main factor affecting online shopping is price.

6. We can also see that service quality, speed of delivery and

price level of the product is very important to the e-buyers and
majority of the respondents are satisfied with these factors.

7. The study shows that majority of the respondents are satisfied

with the overall experience of online shopping and they would
buy the product again if they are satisfied with it.

40

8. This study reveals that the main reason customer choose

online shopping is because of discount in price and due to
specific offers.
9. In this study majority of the respondents say that they were
highly influenced by COVID-19.

10. We can also see that majority of the respondents prefer online
shopping rather than offline shopping and they do meet the
quality expected in the product and services

11. Most of the respondents sometimes find difficulties on online

shopping and they prefer cash on delivery.

12. This study depicts that the customers are satisfied with the
customer service provided by them and they would
replace/refund if any of the product is damaged as soon as
possible.

41
5.2 Suggestion

• In the new era of technological up gradation more initiative should be

given to online shopping.

• People generally consider price while purchasing products. so, the

company should emphasize on competitive prices

• Proper advertisements should be presented in such a way that influence

the customers to start using online shopping.

• The websites of online shopping should be more user-friendly

• Online sellers can be more concerned about delivery charges and

delivery times and products return policies. They can make it easier,
quicker and reliable, so that consumers can enjoy the online shopping
experience.
 42

5.3 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.
 43

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