TABLE OF CONTENT

CHAPTER TITLE PAGE

NO. NO.

ABSTRACT Vi
LIST OF TABLES Vii
LIST OF FIGURES Viii
1 INTRODUCTION
1.1 Introduction 1
1.2 Statement of The Problem 2
1.3 Definition of Consumer Preference 2
1.4 What is Consumer Preference? 2
1.5 Scope of The Study 3
1.6 Objectives of The Study 3
1.7 Chapter Framework 4
2 LITERATURE REVIEW 5
3 RESEARCH METHODLOGY
3.1 Research Design 12
3.2 Source of Data 12
3.3 Structure of Questionnaire 12
3.4 Sample Size 13
3.5 Sampling Technique 13
3.6 Period of Study 13
4 DATA ANALYSIS AND INTERPRETATION
4.1 Survey Analysis of Data 14
4.2 Statistic Analysis 48
5 FINDINGS AND SUGGESTIONS
5.1 Findings of The Study 51
5.2 Suggestions of The Study 52
6 CONCLUSION AND REFERENCE
6.1 Conclusion 53
6.2 Reference 54
ANNEXURE (Questionnaire) 56
 ABSTRACT

Now a days the life style of the people is different. People feel uncomfortable and time
consuming for going crowded markets. So, E-Shopping is a boon as it saves lot of time.
Online shopping is a process whereby consumers directly buy goods, services etc. from a
seller without an intermediary service over the Internet. Shoppers can visit web stores from
the comfort of their house and shop as by sitting in front of the computer. Online stores are
usually available 24 hours a day and many consumers have internet access both at work
and at home. So it is very convenient for them to shop Online. One of the most enticing
factors about online shopping, particularly during holiday season is, it alleviates the need to
wait in long lines or search from a store for a particular item. Variety of goods are available
in online. So the researcher want to know the preference of the consumers. The sample
size of the study is 130 respondents. The sampling technique used was convenient
sampling. The research is Descriptive in nature. The statistical tools used for analyzing
hypothesis is CHI – SQUARE test method. From this study the satisfaction level of the
customers in online shopping and awareness about the online shopping. The study also
collects respondents suggestions about online shopping.

ii
 LIST OF TABLES

TABLE PARTICULARS PAGE

NO. NO.

4.1 Frequency analysis of Age 14

4.2 Frequency analysis of Gender 16
4.3 Frequency analysis of Educational Qualification 18
4.4 Would you prefer to purchase online 20
4.5 Are you aware of online shopping 21
4.6 Which website you prefer for online shopping 22
4.7 What are the products you purchased in online 24
4.8 What made you to buy products in online 26
4.9 How much you spend for online shopping per month 28
4.10 The speed of delivery is important to you!! 30
4.11 What is the biggest concern about online shopping 32
4.12 How would you rate your overall online shopping experience 34
4.13 Which payment method do you prefer for online shopping 36
4.14 Would you read comments and reviews of the products 38
before shop in online

4.15 Would you give feedback and reviews of the products after 40
every shopping in online

4.16 How often did you use online shopping during this pandemic 42
4.17 How comfortable are you buying products from online 44
4.18 If you do not purchase things from online, Why? 46
4.19 Table of Observed Values 48
4.20 Table of Expected Values 48
4.21 Calculation of X2 49

LIST OF CHARTS

iii
CHARTS PARTICULARS PAGE
NO. NO.

4.1 Age of The Respondents 15

4.2 Gender of the Respondents 17
4.3 What do you do? By respondents 19
4.4 Would you prefer to purchase online 20
4.5 Are you aware of online shopping 21
4.6 Which website you prefer for online shopping 23
4.7 What are the products you purchased in online 25
4.8 What made you to buy products in online 27
4.9 How much you spend for online shopping per month 29
4.10 The speed of delivery is important to you!! 31
4.11 What is the biggest concern about online shopping 33
4.12 How would you rate your overall online shopping experience 35
4.13 Which payment method do you prefer for online shopping 37
4.14 Would you read comments and reviews of the products 39
before shop in online

4.15 Would you give feedback and reviews of the products after 41
every shopping in online

4.16 How often did you use online shopping during this pandemic 43
4.17 How comfortable are you buying products from online 45
4.18 If you do not purchase things from online, Why? 47

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 CHAPTER 1

1.1 INTRODUCTION:

 Online shopping is becoming increasingly popular for variety of reasons. There

are certainly outside factors such as increasing gas prices, difficulty in getting
to traditional stores and hassles often associated with shopping malls and other
traditional stores to contribute to the increased interest in online shopping.

 Consumers can get full information about the product with its reviews being
passed by the existing users. If one wants to buy a product he/she is no longer
limited to asking the friends and families because there are many products
reviews on the web which gives opinions of the existing users of the product.

 Online shopping sites contain wide variety of goods both high quality and mild
quality keeping in mind the level of people.

 Online customer must have access to the internet and a valid method of
payment in order to complete a transaction

 Generally, higher levels of education and personal income correspond to

more favorable perception of shopping online. Increased exposure to
technology also increases the probability of developing favorable attitude
towards new shopping channels.

 There are no national and International Barriers.

 In online shopping the consumers will be in a demanding position and suppliers

will not be in a commanding position.

 There is enormous employment opportunities in online shopping.

1.2 STATEMENT OF THE PROBLEM:

1
  An increasing number and variety of firms and organizations are
exploiting and creating business opportunities on the internet statistics
indicate the repaid growth in the field of virtual shopping.
 With this emerging field of shopping the interest of marketers is also
increasing in studying what actually motivates consumers to stop online.
 As online shopping is a new medium so the consumers behavior in the
field of online shopping in order to gain competitive edge in the market,
marketers need to know the consumer behavior in the field of online
shopping.
 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.

1.3 DEFINITION OF CONSUMER PREFERENCE:

Consumer preference refers to, “how customers select goods and services in relation
to factors like taste, preference and individual choices. Factors such as the customers
income and price of goods do not influence the customers preferred product or
services”.

1.4 WHAT IS CONSUMER PREFERENCE?

Consumer preference for a product can make or break a company. If consumers

generally like a product, it may say around for years and sell millions of copies.
However if consumer do not like a product, it could disappear very quickly.

1.5 SCOPE OF THE STUDY:

 The present study has made an attempt to understand the customer’s

preference towards online shopping.

2
  Online shopping is an emerging concept in the study area.

 This study enables to understand the customers preference towards shopping

and provides insight about online shopping.

 This study helps to know about the opinion of the customers about online
shopping.

 To know what will customers prefer in the online shopping

 It helps to online shops to carry out their business successfully by

understanding customer’s perception, taste and preference towards products
and services offered at the online shops.

1.6 OBJECTIVES OF THE STUDY:

 To know why the customers do online shopping.

 To know the level of satisfaction the customers have.

 To identify customers interest towards online shopping.

 To understand the consumer awareness of the online shopping.

 To be able to easily save money and compare prices from website to website.

 To know the factors which affect decision making process of customer while
purchasing products in online.

 To examine whether customer prefer online shopping / offline shopping.  To

know what are the problems they face during online shopping

1.7 CHAPTER FRAMEWORK

CHAPTER 1 : INTRODUCTION:

3
This chapter consists of the introduction to the study, scope and objectives of the study
along with its limitations and also includes the chapter framework of the study.

CHAPTER 2 : REVIEW OF LITERATURE:

This chapter consists of research paper of Authors who have conducted detailed
research study into the customer preference towards online shopping.

CHAPTER 3 : RESEARCH METHODOLOGY:

This chapter consists of research design, methods of data collection, sample size,
period of study, statistical tools used in this study.

CHAPTER 4 : DATA ANALYSIS AND INTERPRETATION:

This chapter consists of analysis of the data which was collected through the
questionnaire and Chi Square analysis, coo

CHAPTER 5 : FINDINGS, SUGGESTIONS AND CONCLUSIONS:

This chapter consists of the findings, suggestions and the conclusions of the study.
CHAPTER 2

2.1 LITERATURE REVIEW:

The secondary data was taken from review of literature. Such literature review is given
below. Researchers have made studies on the customers preference towards online
shopping. The focus has mostly remained on core factors such as age, gender,
income, profession, and awareness about online shopping.

Hirschman and Holbrook ,(1982) , suggest that “Motivations of Consumers to

engage in online shopping include both utilitarian and hedonic dimension. Whereas
some Internet shoppers can be described as “problem solvers” others can be termed
seeking for ‘fun, fantasy, arousal, sensory stimulation and enjoyment’.”

4
Kim and Park (1991) stated that the consumers spend more time online for
information search and they also found that the Internet is easily accessible Price
which is a part of the marketing mix is a factor used to stimulate the consumer and is
also communicator, to negotiate and a competitive weapon. The consumer can use
price as a means to compare products, judge relative value for the money, and the
judge quality of products. It is estimated that this factor has a considerable influence
on the consumers during their online shopping.

Babinetal., (1994) suggest that, “The problem solvers merely shop online in order
to acquire a specific product or service, in which case shopping is considered to
be ‘an errand’ or ‘work’.

Holbrook (1994) says that, “Their main concern is to purchase products in an

efficient and timely manner to achieve their goals with a minimum of irritation
of irritation. In contrast the second category sees online shopping as ‘enjoyment’
and seeks for the potential entertainment resulting from the fun and play arising
from the Internet shopping experience for its own sake apart from any other
consequence ”

Bellman et al (1999) examined various predictors for whether an individual will

purchase online and they concluded that demographic variables such as education,
age and income, have a modest impact on the decision of whether to buy online,
where as the most important determinant of online shopping was previous behavior,
such as earlier purchases. Therefore demographic factors are not much influenced
on the purchases.

Jarvenpaa, Tractinsky and Vitale (2000) explore how customers professed store
size and status inspire their trust in risk perception, attitudes and willingness to
purchase from the specific store. They realize that there is a positive correlation
between customer belief in internet stores and the stores supposed reputation and
scope. Higher customer belief correspondingly decreases perceived risks related to

5
internet shopping and produces more promising attitudes near to shopping at a
specific store, which in turn raises readiness to buying from store.

Bhatnagar et al. (2000) Suggest that shopping online is perceived to be quite risky.
Perceived risk includes fear of technology use and information overloading, feeling of
uncertainty and confusion, feeling of insecurity when engaging in online transations
(e.g. credit card fraud). Because technology for secure transactions (e.g. online
payment) is not yet mature, security and privacy are major issues that should be
addressed satisfactorily in this medium.

Ernst and Young (2000) reported that Internet users purchased online because
of good product selection, competitive prices, and ease of use, but were
concerned about shipping costs, lack of opportunity to prior examining the
products, as well as, the confidentiality of credit card and personal information.

Hsin (2000) and Rowley (2000) stated that Electronic retailing over the Internet or
online shopping first started in 1994 and it is considered as one form of direct
consumer marketing of non-store retailing using online channels. This new concept of
retailing has captured the interest of many retailers and merchants because of the
general recognition that online shopping will establish itself as an alternative channel
alongside traditional offline retail channels such as physical retail stores (Rowley,
2000).

Venkatesh (2000) reported that perceived convenience offered by Internet Vendors

has a positive impact on consumers' attitude towards online shopping, as they
perceive Internet as a medium that enhances the outcome of their shopping
experience in an easy way.Online shopping holds a great potential for youth
marketers.

Song and Zahedi (2001) classify website quality elements into five categories
according to their purpose: for promotion, service, informational influence, selfefficacy,
and resources facilitation. These investigators find that each of the five significantly
and positively reinforces the consumers. Perceptions in these factors, which in turn
positively influence consumer online shopping attitudes and behaviour.

6
Childers et al.,(2001) found “ ‘enjoyment’ to be a consistent and strong predictor
of attitude towards online shopping. If consumers enjoy their online shopping
experience, they have a more likely to adopt the Internet as a shopping medium”

Benedict et al (2001) in his study on perceptions towards online shopping reveals that
perceptions toward online shopping and intention to shop online are not only affected
by ease of use, usefulness, and enjoyment, but also by external factors like consumer
traits, situational factors, product characteristics, previous online shopping
experiences, and trust in online shopping.

Bhattacherjee (2001) stated that satisfied users are more likely to continue the IS use.
Thus, we point that adoption and continuance are connected to each other through
several mediating and moderating factors such as trust and satisfaction.

Mathwicketal., (2002) , “If online shopping meets this ideal by enabling the consumer
to accomplish the shopping task he or she has set out to perform , then
consumers will judge the Internet shopping performance positively.”

Sami Alsmadi” (2002) carried out the convenience sampling for Consumer Attitudes
towards Online Shopping in Jordan: Opportunities and Challenges. The research was
drawn from 500 Self-administered questionnaire distributed in Ibrid Jordan.
Through research the writer concluded that Security of online users is important factor
that stops the willingness of online purchasers. The study also concluded that the
higher the income the more positive will be the attitude towards online shopping is
there.

Dholakia and Uusitalo (2002) study examined the relationship between age and
Internet shopping; found that younger consumers reported more linen to the online
shopping. They also found that younger consumers searched for more products online
and they were more likely to agree that online shopping was more convenient.

7
Anita desai (2003) in her study E-tailing is the practice of selling retail goods on the
Internet explores that emarketing is the reduced version of “electronic retailing” which
basically creates business to buyer business. While the concept of e-tailing is no
longer in its budding stage; it remains to change, as progressive e-commerce requests
act as a strong promoter in developing e- marketing. The idea of e- marketing differs
from a diverse range of products and services as against direct shopping experience.
Therefore, etailing/ online marketing is just not restricted to consumers purchase. As
consumers are well-informed, they can take good decisions. This includes a fair price
comparison, product research, and proving the credibility of the e-store online
shopping.

Wang and Emuian (2004) defined online shopping as buying stuff through the
internet. The items are usually sent to the buyers door step that you have purchased
online

“Shergill and Chen” (2005) carried out the Non Probability and convenience
sampling for Customers Attitudes towards Online Shopping in New Zealand. The
sample was drawn from 149 online shoppers selected but only 102 usable
questionnaires collected. Through their research they found one of the major reasons
of not shopping online is security issues. The study concluded that many online
shoppers are less satisfied with website design.

“Alzola and Robaina” (2006) carried out research and finds about attitude of
customers regarding security purposes of online shopping that to reduce insecurity in
online shopping, designers must take note of consumers' needs because the usability
is the starting point to get the confidence and support of the consumers; besides that,
tangibility also helps to reduce heterogeneity of the web site in the supply of the service
and to improve quality control.

Petrovic Dejan (2006) in his study on Analysis of consumer behaviour online

explained that the most appropriate behavioural appearances of online customers and
inspect the ways they find, associate and estimate product information. Comparison
of survey data with the present customer performance theory stemmed in detection of
an amount of issues related to an explicit customer group. The objective of this report

8
is to transform these results into a set of execution activities at strategic and technical
level. Implementation of these recommendations will end in better adaptation of
customers.

Shun &Yunjie (2006) in their study revealed that there are different kinds of product,
which are additional possible to be sold online such as book, software, electronics and
music. Motive for such belongings is that when buying these kinds of products, one
does not need individual examination, if not all products, can be drawn in the product
explanation and descriptions. Most goods in the mobile phone family fit to this group.
According to the new study on customer behaviour, there are four different customer
groups with diverse purposes and motivations. They also found that regular efficient
collection of music videos. A great level of technical assurance inside this cluster tends
to be a hopeful feature when it comes to product evidence research online.

Sita Mishra (2007) Study examines “Consumers Attitude towards Online Shopping for
clothing” examines the demographic characteristics of online consumers and their
attitude towards online shopping behaviour for clothing. This study is based on a
sample of 200 internet users in NCR Delhi. The findings show that consumers have
positive attitude towards online shopping but low attitude towards online purchase of
clothes. The analysis shows that city and sex do not affect consumers’ attitude but
age and income indicates a significant association. The issue of trust enjoys ability
and trail policy seems to be major concerns for the consumer but convenience and
technological advancement play a major role in online shopping.
Jayawardhena”(2009) carried out the convenience sampling for customers attitude
about convenience of online shopping that Shoppers may save their time in eshopping
because they do not have to go through any effort on travelling to a mall or saving their
time in other psychology factors such as traffic jam etc. Online shopping increases
search efficiency by eliminating travelling costs and psychological costs brings
convenience in e-shopping.

Sharma and Mittal (2009) said that India is showing tremendous growth in the
Ecommerce, in their study Prospects of e-commerce in India. Online shopping shows
unlimited potential in India with the population of millions of people. Ecommerce has

9
become an integral part of our daily life and it is a common word in Indian society with
websites providing a number of goods and services. Some of these portals provide
specific product along with its allied services.

“ShahriarAzizi and MasoudJavidani” (2010)carried out the descriptive study

through stratified sampling formeasuring e-shopping intention: An Iranian perspective.
The sample was drawn from 120 people households in Tehran. Through their research
they concluded that Ecommerce impact on attitude towards online shopping in Iran.
The results showed that Iranian users have not confronted any risky situations while
shopping online.

“Osman, Yin-Fah and Hooi-Choo” (2010) carried out the convenience sampling for
Undergraduates and their Online Purchasing attitude. The sample was drawn from
100 undergraduate students. Through their study they concluded that mostly students
buy books, cloths, travel bookings and computer hardware. Website quality and
purchase perception have significant relationship with online shopping.

‟Ha sejin and Stoel Leslie‟‟ (2011) Among four e-shopping quality factors identified
(privacy/security, web site content/functionality, customer service, and
experiential/atmospheric), web site content/functionality and atmospheric/experiential
quality have significant impact on e-shopping satisfaction contributing to e-shopping
intention, while privacy/security and customer service have significant impact on
eshopping intention but not on e-shopping satisfaction. Furthermore, this study
provides some support for the moderating roles that experiential e-shopping motives
plays in the e-shopping quality e-shopping outcomes links.

Kuester, Sabine (2012) in his study considers, Consumer behaviour as the study of
individuals, groups, process and organizations they use to secure, select, and arrange
of experience, products, services, experiences, or ideas to satisfy the consumer and
society. It balances components from sociology, psychology, management and
economics. It tries to know the decision-making processes of consumers, both
exclusively and in clusters. It makes emphasis on individual consumers and their
characteristics such as demographics and behavioural variables to understand

10
customers’ want. It also tries to assess the effects on the consumer from family,
friends, groups, and also society in general.

Prashant singh (2014) made study on consumer’s buying behavior on flipkart (India)
and found that any e-tailer will be get success depends on fair policies, brand image
and popularity.

According to the Alina Babar et.al (2014), behaviour of the consumers regarding
technology of internet is medium level and in other hand it should be free from
physical and mental effort and even if online shopping not make any financial risk,
there consumer attitude towards online shopping will be positive.

Alka Kumawat and Tandon (2014) made study using questionnaire with 200
customers as a sample. The study reveled that customers are very satisfied
towards online shopping because of the delivery system is working effectively
therefore customers are doing shopping again and again.

‟Dahiya Monika‟‟ (2015) According to the study the trend of online shopping has
become very popular especially among youngsters not even in big cities but also in
small cities. The study has discussed the current scenario and the position of India in
the same context.

CHAPTER – 3 RESEARCH

METHODLOGY

3.1. RESEARH DESIGN:

The research is descriptive in nature. It is descriptive in the sense it exist at present
and it includes facts and findings. The researcher used the method of convenient
sampling technique. This research identifies the customer’s preferences and
customers opinion in online shopping.

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3.2 SOURCES OF DATA:
The research uses both Primary and Secondary data.

3.2.1 Primary Data:

 Primary data were collected by means of systematically prepared questionnaire

from online purchasers in Chennai city.

 In order to carryout statistical enquires a questionnaire was prepared

comprising age, gender, information about the preference of the respondents.

 Primary data has been collected from 130 respondents using questionnaire
(Survey Method).

3.2.2 Secondary Data:

 Secondary data has been collected from various Books, Journals, Thesis and
websites related to customers preferences towards online shopping.

3.3. STRUCTURE OF QUESTIONNAIRE:

The questionnaire has been framed and circulated to collect primary data. The
questionnaire contains;

 Direct questions.
 Multiple choice questions.
 Dichotomous questions.
3.4. SAMPLE SIZE:
The sample size is 130 respondents. The respondents are from various locations
spread across Chennai City.

3.5. SAMPLING TECHNIQUE:

Sampling technique is the technique used to select the sample size. Convenient
sampling technique is used for this research. The respondents are from various
locations spread across the city.

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 3.6. PERIOD OF STUDY:
The study was conducted for a period of 3 months starting from December 2021 to
February 2022.

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

The following consist of the data analysis and interpretation of my questionnaire;

4.1 SURVEY ANALYSIS OF DATA:

4.1.1 Age wise calculation of the respondents

Table 4.1. Frequency analysis of Age:

AGE NO.OF RESPONDENTS PERCENTAGE

Below 20 30 23.1%

20 – 35 79 60.8%

35 – 50 17 13.1%

Above 50 4 3.0%

TOTAL 130 100.0%

Interpretation:

From the above table, it is interpreted that 60.8% of respondents are belongs
to 20-35 age group, the 23.1% of respondents are belongs to below 20 age group,

13
13.1% of respondents are belongs to 35-50 age group, 3.0% of respondents are
belongs to above 50 age group.

No. Of. Respondents

80

70

60

50

40 No. Of. Respondents

30

20

10

0
Below 20 20 - 35 35 - 50 Above 50

Chart 4.1. Age of The Respondents

INFERENCE:

The majority of the respondents are belongs to 20-35 age group.

4.1.2. Gender Profile

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Gender wise calculation of the respondents

Table 4.2 Frequency analysis of Gender

GENDER NO. OF RESPONDENTS PERCENTAGE

Male 39 30.0%

Female 89 68.5%

Prefer not to say 2 1.5%

TOTAL 130 100.0%

INTERPRETATION:

From the above table, it is interpreted that 68.5% of respondents are belongs
to Female category, 30.0% of respondents are belongs to male category, 1.5% of
respondents are said prefer not to say.

15
 Percentage
1.5%

30%

Male

68.5% Female
Prefer not to say

Chart 4.2. Gender of the Respondents

INFERENSE:
The majority of the respondents are belongs to female.
4.1.3. What do you do? By respondents

Table 4.3 Frequency Analysis of Educational Qualification

OPTIONS NO. OF RESPONDENTS PERCENTAGE

STUDENT 55 42.3%

JOB HOLDER 49 37.7%

UNEMPLOYED 12 9.2%

BUDINESS MAN/WOMEN 11 8.5%

FREELANCER 3 2.3%

TOTAL 130 100.0%

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INTERPRETATION:

From the above table, it is interpreted that 42.3% of respondents are belongs
to students category, 37.7 of respondents are belongs to job holder category, 9.2% of
respondents are belongs to unemployed category, 8.5% of respondents are belongs
to business man/women category, 2.3% of respondents are belongs to freelancer
category.

No. Of Respondents
60

50

40

30

20 No. Of Respondents

10

Chart 4.3. What do you do? By respondents

INFERENCE:
The majority of the respondents are belongs to students.
4.1.4. Would you prefer to purchase Online?

Table 4.4. Would you prefer to purchase online

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 OPTIONS NO. OF RESPONDENTS PERCENTAGE

Yes 116 89.2%

No 14 10.8%

TOTAL 130 100.0%

INTERPRETATION:

From the above table, it is interpreted that 89.2 % of respondents are said yes, 10.8%
of respondents are said no to the questionnaire.

Percentage

10.8%

Yes
No

89.2%

Chart 4.4 Would you prefer to purchase Online

INFERENCE:
The majority of the respondents are said yes.

4.1.5 Are you aware of online shopping?

Table 4.5 Are you aware of online shopping?

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 OPTIONS NO. OF RESPONDENTS PERCENTAGE

Yes 115 88.5%

No 15 11.5%

TOTAL 130 100.0%

INTERPRETATION:

From the above table, it is interpreted that 88.5% of respondents are said yes
to the questionnaire, 11.5 % of respondents are said no to the questionnaire.

Percentage

11.5%

Yes

No

88.5%

Chart 4.5 Are you aware of online shopping

INFERENCE:
The majority of the respondents are said yes.

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4.1.6 Which Website you prefer for Online Shopping?

Table 4.6 Which website you prefer for online shopping?

PERCENTAGE

OPTIONS NO. OF RESPONDENTS

Amazon.in 97 74.0%

Flipkart.com 84 64.6%

Myntra.com 33 25.4%

Firstcry.com 7 5.4%

AJIO.com 24 18.5%

Snapdeal 4 3.1%

Nykaa.com 17 13.1%

Pharmeasy 5 3.8%

Bigbasket.com 13 10.0%

Meesho 9 7.0%

Others 5 4.0%

INTERPRETATION:

From the above table, it is interpreted that 74.0% of respondents are said, they are
using Amazon.in, 64.6% of respondents are said, they are using Flipkart.com, 25.4%
of respondents are said, they are using Myntra.com, 5.4% of respondents are said
they are using Firstcry.com, 18.5% of respondents are said, they are using AJIO.com,
3.1% of respondents are said, they are using Snapdeal, 13.1% of respondents are
said, they are using Nykaa.com, 3.8% of respondents are said, they are using
Pharmeasy, 10.0% of respondents are said, they are using Bigbasket.com, 7.0% of

20
respondents are said, they are using Meesho, 4.0% of respondents are said, they are
using other website’s.

Chart 4.6 Which website you prefer for online shopping?

INFERENCE:

The majority of the respondents are said Amazon.in & Flipkart.com.

4.1.7 What are the products you purchased in online?

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 Table 4.7 What are the products you purchased in online?

PERCENTAGE

OPTIONS NO. OF RESPONDENTS

Grocery 31 23.8%

Books 24 18.5%

Electronic items 65 50.0%

Food 32 24.6%

Medicine 12 9.2%

Fashion items 55 42.3%

Dress/Jewelry 83 63.8%

Others 7 5.6%

INTERPRETATION:

From the above table, it is interpreted that 63.8% of respondents are purchased
dress/jewelry, 50.0% of respondents are purchased Electronic items, 42.3% of
respondents are purchased Fashion items, 24.6 of respondents are purchased Food,
23.8 % of respondents are purchased Grocery, 18.5% of respondents are purchased
Books, 9.2% of respondents are purchased Medicine,
5.6% of respondents are purchased other products.

22
 No. of Respondents
No. of Respondents

Others 7 (5.6%)

Dress/Jewelry 83 (63.8%)

Fashion Items 55 (42.3% )

Medicine 12 (9.2%)

Food 32 (24.6%)

Electronic Items 65 (50.0%)

Books 24 (18.5%)

Grocery 31 (23.8%)

Chart 4.7 What are the products you purchased in online?

INFERENCE:

The majority of the respondents are said dress/jewelry, Electronic items, Fashion
items.
4.1.8 What made you to buy products in online?

Table 4.8 What made you to buy products in online?

OPTIONS NO. OF RESPONDENTS

Save time 64 49.2%

Discount 64 49.2%

Quality 23 17.1%

23
 PERCENTAGE

Home Delivery 84 64.6%

Price 50 38.5%

Availability 48 36.9%

INTERPRETATION:

From the above table, its interpreted that 64.6% of respondents are said Home
Delivery, 49.2% of respondents are said Save time and Discount, 38.5% of
respondents are said Price, 36.9% of respondents are said Availability, 17.1% of
respondents are said Quality.

24
 No. of Respondents
No. of Respondents

Availability 48 (36.9% )

Price 50 (38.5% )

Home Delivery 84 (64.6% )

Quality 23 (17.7%)

Discounts 64 (49.2%)

Save Time 64 (49.2%)

Chart 4.8 What made you to buy products in online?

INFERENCE:

The majority of the respondents are said Home delivery.

25
4.1.9 How much you spend for online shopping per month?

Table 4.9 How much you spend for online shopping per month?

OPTIONS NO. OF RESPONDENTS PERCENTAGE

1000 73 56.2%

1000 – 2500 37 28.5%

2500 – 5000 15 11.5%

More than 5000 5 3.8%

TOTAL 130 100.0%

INTERPRETATION:

From the above bar diagram, it is interpreted that 56.2% of the respondents are
said 1000 rupees, 28.5% of the respondents are said 1000 – 2500 rupees, 11.5% of
the respondents are said 2500 – 5000 rupees, 3.8% of the respondents are said more
than 5000 rupees are spend for online shopping per month.

26
 No. of Respondents

73

37

15

5
1000
1000 - 2500
2500 - 5000
More than 5000

Chart 4.9 How much you spend for online shopping per month?

INFERENCE:
The majority of the respondents are said 1000 rupees.
4.1.10 The speed of delivery is important to you!!

Table 4.10 The speed of delivery is important to you!!

OPTIONS NO. OF RESPONDENTS PERCENTAGE

Strongly Agree 50 38.5%

Agree 57 43.8%

Neutral 21 16.2%

27
Disagree 2 1.5%

Strongly Disagree 0 0.0%

TOTAL 130 100.0%

INTERPRETATION:

From the above bar diagram, it is interpreted that 43.8% of the respondents are
agree, 38.5% of the respondents are strongly agree, 16.2% of the respondents are
neutral, 1.5% of the respondents are disagree with the speed of delivery.

28
60
50

40

30

20

10

0
Strongly Agree Agree Neutral DisagreeStrongly Disagree

No. of Respondents,
0

Chart 4.10 The speed of delivery is important to you!!

29
INFERENCE:
The majority of the respondents are said Agree.

30
4.1.11 What is the biggest concern about online shopping?

Table 4.11 What is the biggest concern about online shopping?

OPTIONS NO. OF RESPONDENTS PERCENTAGE

Payment process 59 45.4%

No guarantee of a
74 56.9%
products quality

Slow webpage response

9 6.9%
time

Poor internet connection 6 4.6%

INTERPRETATION:

From the above table, its interpreted that 56.9% of respondents are said No guarantee
of a products quality, 45.4% of respondents are said Payment process, 6.9% of
respondents are said Slow webpage response time, 4.6% of respondents are said
Poor internet connection.

31
 No. of Respondents

Poor internet connection 6 (4.6%)

Slow webpage response time 9 (6.9%)

74 (56.9%)

No guarantee of a products quality

Payment process 59 (45.4%)

Chart 4.11 What is the biggest concern about online shopping?

4.1.12 How would you rate your overall online shopping experience?

Table 4.12 How would you rate your overall online shopping experience?
OPTIONS NO. OF RESPONDENTS PERCENTAGE

Excellent 39 30.0%

Average 89 68.5%

Poor 2 1.5%

32
TOTAL 130 100.0%

INTERPRETATION:

From the above bar diagram, it is interpreted that 68.5% of the respondents are
said Average, 30.0% of the respondents are said Excellent, 1.5% of the respondents
are said Poor.

Poor
1.5%

Excellent
30%

Average
68.5%

Chart 4.12 How would you rate your overall online shopping experience?

33
INFERENCE:

The majority of the respondents are said Average.

4.1.13 Which payment method do you prefer for online shopping?

Table 4.13 Which payment method do you prefer for online shopping?
OPTIONS NO. OF RESPONDENTS PERCENTAGE

Paypal 3 2.3%

Cash on delivery 82 63.1%

Debit/Credit card 22 16.9%

UPI 23 17.7%

TOTAL 130 100.0%

INTERPRETATION:

From the above table, its interpreted that 63.1% of respondents are said cash on
delivery, 17.7% of respondents are said UPI, 16.9% of respondents are said
Debit/Credit card, 2.3% of respondents are said Paypal method.

34
 No. of Respondents
No. of Respondents

82

22 23

Paypal Cash on delivery Debit/Credit card UPI

Chart 4.13 Which payment method do you prefer for online shopping?

INFERENCE:

The majority of the respondents are used cash on delivery.

35
4.1.14 Would you read comments and reviews of the products before shop in
online

Table 4.14 Would you read comments and reviews of the products before shop
in online
OPTIONS NO. OF RESPONDENTS PERCENTAGE

Yes 110 84.6%

No 5 3.9%

Maybe 15 11.5%

TOTAL 130 100.0%

INTERPRETATION:

From the above pie chart, it is interpreted that 84.6% of the respondents are
said yes, 3.9% of the respondents are said no, 11.5 % of the respondents are said
maybe for read comments and review of the products.

36
 No Maybe
3.9% 11.5%

Yes
84.6%

Chart 4.14 Would you read comments and reviews of the products before shop
in online

INFERENCE:

The majority of the respondents are said Yes.

4.1.15 Would you give feedback and reviews after every shopping in online

Table 4.15 Would you give feedback and reviews after every shopping in online
OPTIONS NO. OF RESPONDENTS PERCENTAGE

37
Yes 46 35.4%
No 52 40.0%

Maybe 32 24.6%

TOTAL 130 100.0%

INTERPRETATION:

From the above pie chart, it is interpreted that 40.0% of the respondents are
said no, 35.4% of the respondents are said yes, 24.6% of the respondents are said
maybe for give feedback and reviews of the product

38
 Yes No Maybe

25%
35%

40%

Chart 4.15 Would you give feedback and reviews after every shopping in
online.

INFERENCE:

The majority of the respondents are said No.

39
4.1.16 How often did you use online shopping during this pandemic?

Table 4.16 How often did you use online shopping during this pandemic?

OPTIONS NO. OF RESPONDENTS PERCENTAGE

Every day 6 4.6%

Weekly once 23 17.7%

Monthly once 78 60.0%

Many times in a month 23 17.7%

TOTAL 130 100.0%

INTERPRETATION:

From the above pie chart, it is interpreted that 60.0% of the respondents are
purchase monthly once, 17.7% of the respondents are purchase many times in a
month, 17.7 % of the respondents are purchase weekly once, 4.6% of the respondents
are purchase every day in online.

40
 Chart 4.16 How often did you use online shopping during this pandemic?

INFERENCE:

The majority of the respondents are said Monthly one.

4.1.17 How comfortable are you buying products from online?

Table 4.17 How comfortable are you buying products from online?

OPTIONS NO. OF RESPONDENTS PERCENTAGE

Extremely comfortable 38 29.2%

Moderately comfortable 55 42.3%

Quite comfortable 30 23.1%

Not at all comfortable 7 5.4%

TOTAL 130 100.0%

INTERPRETATION:

41
 From the above bar diagram, it is interpreted that 42.3% of the respondents are
moderately comfortable, 29.2% of the respondents are extremely comfortable, 23.1%
of the respondents are quite comfortable, 5.4% of the respondents are not at all
comfortable in online shopping.

42
 No. of Respondents

55

38

30

Extremely
comfortable Moderately
comfortable Quite
comfortable Not at all
comfortable

Chart 4.17 How comfortable are you buying products from online?

INFERENCE:

The majority of the respondents are said Moderately Comfortable.

4.1.18 If you do not purchase things from online, why?

Table 4.18 If you do not purchase things form online, Why?

OPTIONS NO. OF RESPONDENTS PERCENTAGE
Shipping Expenses 68 52.3%
It is difficult to shop
online 14 10.8%

I do not find what I look

for 33 25.4%

43
I do not trust online
shopping 18 13.8%

I heard bad things about

13 10.0%
online shopping
Others 5 4.0%

INTERPRETATION:

From the above table, its interpreted that 52.3% of respondents are said
Shipping Expenses, 25.4% of respondents are said I do not find what I look for, 13.8%
of respondents are said I do not trust online shopping, 10.8% of respondents are said
It is difficult to shop online, 10.0% of respondents are said I heard bad things about
online shopping, 4.0% of respondents are said others things made them do not
purchase things from online.

44
 No. of Respondents

Others 5 (4.0%)

I heard bad things about online shopping 13 (10.0%)

I do not trust online shopping 18 (13.8%)

I do not find what I look for 33 (25.4%)

It is difficult to shop online 14 (10.8%)

68 (52.3%)

Shipping Expenses

Chart 4.18 If you do not purchase things from online, Why?

45
4.2 STATISTIC ANALYSIS:

Test (chi – square x2)

What they do and Customer Comfortable level in online shopping :

Table 4.2.1 Table of Observed Values

STUDENT TOTAL
JOB HOLDER FREELANCER
UNEMPLOYED
BUSINESS MAN
What they do / Customer’s / WOMEN

Comfortable Level

EXTREMELY COMFORTABLE 13 16 3 5 1 38
MODERATELY COMFORTABLE 26 22 3 2 2 55

QUITE COMFORTABLE 12 10 3 5 0 30
NOT AT ALL COMFORTABLE 4 1 2 0 0 7
TOTAL 55 49 11 12 3 130
Table 4.2.2 Table of Expected Values

STUDENT
JOB HOLDER FREELANCER
UNEMPLOYED
BUSINESS MAN
What they do / Customer’s / WOMEN

Comfortable Level

EXTREMELY COMFORTABLE 16.0 14.3 3.2 3.5 0.8

MODERATELY 23.2 20.7 4.6 5.0 1.2
COMFORTABLE

QUITE COMFORTABLE 12.6 11.3 2.5 2.7 0.6

NOT AT ALL COMFORTABLE 2.9 2.6 0.5 0.6 0.1

Table 4.2.3 Calculation of X2

46
 OBSERVED EXPECTED
VALUES VALUES (O - E) (O - E)2 (O - E)2 E
(O) (E)
13 16.0 -3 -9 -0.56
16 14.3 1.7 2.89 0.20
5 3.5 1.5 2.25 0.64
3 3.2 -0.2 -0.04 -0.01
1 0.8 0.2 0.04 0.05
26 23.2 2.8 7.84 0.33
22 20.7 1.3 1.69 0.08
2 5.0 -3 -9 -1.8
3 4.6 -1.6 -2.56 -0.55
2 1.2 0.8 0.64 0.53
12 12.6 -0.6 -0.36 -0.02
10 11.3 -1.3 -1.69 -0.15
5 2.7 2.3 5.29 1.95
3 2.5 0.5 0.25 0.10
0 0.6 -0.6 -0.36 -0.6
4 2.9 1.1 1.21 0.41
1 2.6 -1.6 -2.56 -0.98
0 0.6 -0.6 -0.36 -0.60
2 0.5 1.5 2.25 4.5
0 0.1 -0.1 -0.01 -0.10
𝑋
𝐸
TOTAL
X2=3.42
X2 Calculated = 3.42
Degrees of freedom was calculated from the table 4.1 observed Values table

47
Degrees of freedom = (Columns – 1) (Rows – 1)

= (5 - 1) (4 - 1)

=3*4

= 12

The significance level (α) = 0.05

X2 tabular value = 21.03

X2 Calculated = 3.42

X2 Calculated < X2 Tabular

Therefore we reject alternate hypothesis and accept Null hypothesis.

NULL HYPOTHESIS:

There is no significant relation between what they do and customer’s comfortable

level.

ALTERNATE HYPOTHESIS:

There is significant relation between what they do and customer’s comfortable level.

By this hypothesis test we got null hypothesis that means there is no significant
relation between what they do and customer’s comfortable level.
CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS OF THE STUDY:

 The online shopping is getting popular among the young generation as they feel it
more comfortable, time saving and convenient. It is analysed from the survey that

48
 when a consumer makes a mind to purchase online goods he/she is affected by
multiple factors. The main crucial identified factors are time saving, the best price and
convenience.
 Majority (60.8%) of the respondents of my questionnaire is 20-35 belongs to the age
group.
 Majority (68.5%) of the respondents of my questionnaire is female  Majority (42.3%)
of the respondents of my questionnaire is students
 Majority (89.2%) of the respondents says yes to prefer online shopping.
 Majority (88.5%) of the respondents are said yes for having aware of online shopping.
 Majority of the respondents are using many websites for online shopping like
amazon, flipkart, myntra etc..
 Majority of the respondents are buy dress/jewelry, electronic items, food, fashion
items etc.. In online shopping.
 Majority of the respondents are said what made them to buy products in online is
save time, discounts, home delivery etc..
 Majority (56.9%) of the respondents are spend 1000 rupees for their online shopping
 Majority (43.8%) of the respondents agreed for the speed of delivery is important for
them.
 Majority of the respondents are said their biggest concern about online shopping is
no guarantee of a products quality.
 Majority (68.5%) of the respondents are given their overall online shopping ratting is
average.
 Majority (63.1%) of the respondents are prefer cash on delivery for their online
shopping
 Majority (84.6%) of the respondents are said yes for they are read the comments
before they shop in online.
 Majority (40.0%) of the respondents are said yes for they give feedback for every
purchase.
 Majority (60.0%) of the respondents are use online shopping monthly once.
 Majority (42.3%) of the respondents are said they are moderately comfortable in
online shopping.
 Majority of the respondents said why the did not use online shopping, because of
shipping expenses, and they did not find what they looking for

49
5.2 SUGGESTIONS:

• The quality of the products is more important for the online shoppers
• The products picture should be clear and need to give correct pic of that products like
color, material design etc.
• In some of the products does not had cash on delivery options, but that cash on
delivery option is must needed for all products.
• EMI options are given for particular banks only they need for all banks
• The website should need to clear the content of the products like review and feedback
is need more clear.
• Need to reduce the delivery charges to all products.
• The online shopping is needed to add the location in their website, because some of
the products are not available in all areas.
• Online shopping sites should increase the security for online payments.
• Customers needs return option method for all products

CHAPTER 6

6.1 CONCLUSION:

This study investigates the determinants that are responsible for choosing of
the online purchasing portals by the consumers whenever they decide for purchasing
products. 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. Furthermore, the study was taken
ahead with the conclusions drawn from the empirical survey and developing
innovations important for the online purchasing portals. The empirical results show

50
that consumers preferred to accept on line purchasing portals for their purchases
whenever they perceived that the determinants like product preference through the
respective purchasing portals, variety options available in the portals and convenience
of online shopping and in accordance to their preferences. This research shows that
online shopping is having very bright future in India. Perception towards online
shopping is getting better in India. With the use of internet, consumers can shop
anywhere, anything and anytime with easy and safe payment options. Consumers
can do comparison shopping between products, as well as, online stores. 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
6.2 REFERENCE:
1. Andrew, J. R and Vanitha, S. (2004). A typology of online shoppers based on
shopping motivations, Journal of Business Research Vol. 57 PP. 748–757
2. Amit, B. Sanjoy, Ghose. (2004). A latent class segmentation analysis of
eshoppers, Journal of Business Research. Vol.57, PP.758-767.
3. Andrew, J. R & Vanitha, S. (2004). A typology of online shoppers based on
shopping motivations. Journal of Business Research. Vol. 57 (2004) PP.748–
757
4. Bell, E & Bryman, A. 2007, Business research methods, New York: Oxford
university press.
5. Boudraeu, M.C and Watson R.T (2006). “Internet Advertising Strategy
Alignment” Internet Research. Vol.16 (1), PP.23-37
6. Cho and Jinsook. (2004). Likelihood to abort an online transaction: Influences
from cognitive evaluations, attitudes, and behavioral variables. Information &
Management, Vol.41, PP. 827- 838.
7. Creswell, J.( 1994) Research design: Qualitative and quantitative approaches,
London Press: Sage.
8. Michael, R.S. Gary, B. Soren, A and Margaret,K.H.(2006).Consumer behavior:
a European perspective, Financial Times/ Prentice Hall

51
9. Cuneyt, K. Gautam, B.(2004). The impacts of quickness, price, payment risk,
and delivery issues on on-line shopping, Journal of Socio-Economics, Vol.33,
PP.241–251.
10. Darian, J.C.(1987).In-Home Shopping: Are There Consumer Segments?
Journal of Retailing,Vol.63,PP. 163-186.
11. Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989). User Acceptance of
Computer Technology, journal of Management Science, Vol35 (8), PP.9821003
12. DIBS Report (2010). ”Full year report”, online:
http://www.ir.dibspayment.com/files/IR/uploadedFiles/eng/110307_dibsfull?ye
arreport2010.pdf, (Retrieved 2011-14-05).
13. Bhatnagar, A, Misra, S., and Rao, H. R. (2000) “Online risk, convenience, and
Internet shopping behavior”, Communications of the ACM (43:11), pp. 98-105.
14. Mishra, Sita (2007), ‘Consumer preference Towards Online shopping for
Clothing,’ The ICFAI Journal of marketing, Vol. 6, No. 1 pp. 32-39
15. Yulihasri et al (2011) “Factors that Influence Customers’ Buying Intention on
Shopping Online”, International Journal of Marketing Studies Vol. 3, No. 1
16. Lina Zhou (2007)“Online Shopping Acceptance Model — A Critical Survey Of
Consumer Factors In Online Shopping’ Journal of Electronic Commerce
Research, Vol 8, No.1,
17. Marketing management, R.S.N Pillai and Bhagavathi

52
 ANNEXURE

“A STUDY ON CUSTOMER’S PREFERENCE TOWARDS ONLINE SHOPPING”

QUESTIONNAIRES:

1. Name: _______________________
2. Age Group :
a) Below 20 b) 20 – 35
c) 35 – 50 d) Above 50
3. Gender :
a) Male
b) Female
4. What do you do?
a) Student b) job holder
c) business Man / woman d) unemployed e) Freelancer
5. Would you prefer to purchase Online?
a) Yes
b) No
If no give reason ___________
6. Are you aware of online shopping?
a) Yes
b) No
7. Which website you prefer for online shopping?
i) Amazon.in ii) Myntra.com iii) Firstcry.com iv) Flipkart.com v)
AJIO.com vi) Snapdeal vii) Nykaa.com viii) Pharmeasy ix)
Bigbasket.com x) Others: _________
8. What are the products you purchased in online?
i) Electronic items ii) Books iii) Grocery iv)
Dress/Jewelry v) Food vi) Skin care vii) Medicine
viii) Fashion items xi) Others: ___________

9. What made you to buy products in online?

53
 i) Save time ii) Discount iii)
Quality iv) Home delivery
v) Comfortable vi) Availability vii) Price
10. How much you spend for online shopping per month?
a) 1000 b) 1000 – 2500
c) 2500 – 5000 d) More than 5000
11. The speed of delivery is important to you
a) Strongly Agree b) Agree c) Neutral
d) Disagree e) Strongly disagree
12. What is the biggest concern about online shopping?
a) Poor internet connection
c) Slow webpage response time
d) No Guarantee of a product’s quality
e) Payment process
13. How would you rate your overall online shopping experience?
a) Excellent
b) Average
c) Poor
14. Which payment method do you prefer for online shopping?
a) Paypal
b) Cash on delivery
c) Credit / debit card
15. Would you read comments and reviews of the product before shop in online?
a) Yes
b) No
16. Would you give feedback and reviews after every shopping in online?
a) Yes
b) No
17. How often did you use online shopping during this pandemic?
a) Every day
b) Weekly once
c) multiple times in a month

54
18. How comfortable are you buying products from online?
a) Extremely comfortable b) Moderately comfortable
c) Quite comfortable d) Not at all comfortable
19. If you do not purchase things online, why?
a) Shipping expenses b) It is difficult to shop online
c) I do not find what I look for d) I do not trust online shopping
e) I heard bad things about online shopping f) other ____________
20. Give Any suggestion for online shopping
_________________________________________________________

55