A STUDY OF CONSUMER BEHAVIOUR TOWARDS ONLINE

SHOPPING

Submitted in partial fulfilment of the requirement for the reward of

Bachelor of Business Administration

by

VIGNESHRAJA.M

39740257

DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI – 600 119

APRIL 2022
 SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with “A” grade by NAAC
Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai – 600 119
www.sathyabama.ac.in

SCHOOL OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of

VIGNESHRAJA.M( 39740257) who has done the Project work entitled A
STUDY ON CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING
under my supervision from 1st January 2022 to 31st March 2022.

Dr. PRINCY.A.S

Internal Guide

Dr. BHUVANESWARI. G, MBA, Ph.D.

Dean – School of Management Studies
______________________________________________________________

Submiitted for Viva voice Examination held on_______________

Internal Examiner External Examiner

 DECLARATION

I VIGNESHRAJA . M ( 39740257). hereby declare that the Project Report

entitled “ A STUDY ON CONSUMER BEHAVIOUR TOWARDS ONLINE

SHOPPING ” is done by me under the guidance of Dr. Princy. A.S is submitted

in partial fulfilment for the requirements for the award of Bachelor of Business

Administration degree.

DATE :

PLACE : CHENNAI SIGNATURE OF THE CANDIDATE

 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to BOARD OF

MANAGEMENT OF SATHYABAMA for their kind encouragement in doing
project and for completing it successfully. I am grateful to them.

I convey my thanks to Dr. G. Bhuvaneswari MBA, Ph.D., Dean, School of

Management Studies and Dr. A. Palani, M. Com, M.Phil., M.B.A, Ph.D.,
Head of the department, Dept of Management Studies for providing me
necessary support and details at the right time during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project

Guide Dr. Princy. A.S for her valuable guidance, suggestions and constant
encouragement paved way for the successful completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff member

of the Department of Business Administration who were helpful in many ways
for the completion of the project.

VIGNESHRAJA. M
 ABSTRACT
This Study aims to find out the Consumer Behaviour towards Online Shopping
in Chennai City. We have decided to study the consumer's attitude towards
online shopping, especially the factors influencing the consumer's online
shopping attitude and information about factors which played a role as barriers
during online shopping. The population of the study is selected from the
Chennai City. The sample size is 100 and we have used a convenient sampling
method for the study. Our findings indicate that in the demographic information
profession of the respondents not at all important in the decision-making
process, whereas it is also concluded that elderly people are not at all attracted
to online shopping and for education, undergraduate and postgraduates are
more attracted towards online shopping. The research has also found that
factors such as easy access, on-time delivery, safe and secure payment
process, a wide range of product availability grievance handling system, easy
return and replacing products influence consumers' attitude towards online
shopping. The research also indicates some factors as barriers to the
consumers towards online shopping such as worried about giving credit card
numbers, fear of wrong/bad quality product arrival, unawareness about
easy returns and replacing of items, misleading false reviews of products,
featured products are not meeting expectations. It is expected that this study
will help online retailers in India to plan successful strategies for increasing
e-commerce business and they can build better relations with consumers.
 TABLE OF CONTENTS

CHAPTER TITLE PAGE NO

NO.
ABSTRACT
LIST OF TABLES 1
LIST OF FIGURES 2
1 INTRODUCTION
1.1 Introduction 3
1.2 Industry Profile 6
1.3Statement of the problem 9
1.4 Objectives of Study 10
1.5 Need for the Study 10
1.6 Scope and Significance of study 10
2 REVIEW OF LITERATURE
2.1 Review of Literature 11
3 RESEARCH METHODOLOGY
3.1 Methodology 13
3.2 Research Design 13
3.3Sampling Technique 13
3.4 Sources of Data 14
3.5 Sample Size 15
3.6 Period of Study 15
3.7 Profile area of the Study 15
3.8 Hypothesis / Analytical Tools 16
4 DATA ANALYSIS AND INTERPRETATION
4.1 Percentage Analysis 17
4.2 Chi square test 32
5 FINDINGS, SUGGESTIONS AND
CONCLUSION
5.1 Finding of the study 34
5.2 Suggestions 35
5.3 Conclusion 35
REFERENCES 36
APPENDIX 37
 LIST OF TABLE

TABLE NO. PARTICULARS PAGE NO.

4.1 Analysis of Gender 17
4.2 Analysis of Age 18
4.3 Educational Qualification of Respondents 19
4.4 Monthly Income of Respondents 20
4.5 Frequent Purchases of Respondents 21
4.6 Problems Faced by Respondents 22
4.7 Concerns of Respondents 23
4.8 Reasons For online Shopping by 24
Respondents
4.9 Preferred category of Respondents 25
4.10 Appropriate Amount Spent on Single 26
Purchase by Respondents
4.11 Most Preferred Payment Mode of 27
Respondents
4.12 Comfortness of Respondents 28
4.13 Favourite Shopping site of Respondents 29
4.14 Analysis of Risk by Respondents 30
4.15 Satisfaction Of Respondents 31

1
 LIST OF FIGURES

CHART NO PARTICULARS Page No.

4.1 Gender of Respondents 17
4.2 Age of Respondents 18
4.3 Educational Qualification of Respondents 19
4.4 Monthly Income of Respondent 20
4.5 Frequent Purchases of Responddent 21
4.6 Problem Faced by Respondents 22
4.7 Concerns of Respondents 24
4.8 Reasons of Online Shopping by Respondents 25
4.9 Preferred Category of Respondents 26
4.10 Appropriate Amount Spent on Single purchase 27
by Respondent
4.11 Preferred Payment of Respondents 28
4.12 Comfortness of Respondents 29
4.13 Favourite sites of Respondents 30
4.14 Concumers Thoughtb of Respondents 31
4.15 Satisfaction of Respondents 32

2
 CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION:

Internet is changing the way consumers shop and

buy goods and services and has rapidly evolved into global phenomenon. Many
companies have started using the internet to cut the marketting costs, thereby
reducing the price of their products and services to communicate and
disseminate information , to sell the products , to take feedback , and also to
conduct satisfaction surveys with consumers . Consumers use the internet not
only to buy the product online but also to compare prices, product features ,
and after sales service facilities they will receive if they purchase the product
from a particular store.Many experts are optismistic about the prospects of
online business.

In addition to the tremendous potential of the E-Commerce market , the internet

provides a unique opportunity for companies to more efficiently reach existing
and potential customers. Although most of the revenue of online transactions
comes from business to business commerce , the practitioners of business to
consumers commerce should not lose confidence , It has been more than a
decade since business to consumer E-Commerce first evolved.

ONLINE SHOPPING IN INDIA :

The birth and growth of the internet have been the biggest event of the century
. E-Commerce in india has come a long way from a timid beginning in 1999 –
2000 to a period where one can sell and find all sorts of stuff from a high end
product to a large peanut online Most corporations are using the internet to
represent their product range and services so that it is accessible to the global
market and to reach out larger range of their auidence

Computers and the internet have completely changed the way one handles day
– to – day transactions; Online shopping is one of them . The Internet has
brought about sweeping changes in the purchasing habits of people . In the
comfort of one’s home , office or cyber cafeor anywhere across the globe , one
can log on and buy just about anything from apparels , books , Music and

3
jewellery to digital cameras , mobilr phones , mp3 Player , Video games, Movie
tickets , rail, and air tickets . Ease , simplicity , convenience and security are
the key factors turning the user to buy online .There is a huge purchasing power
of the youth population aged 18-Above 40 in the urban area .

CHANGING ATTITUDE TOWARDS ONLINE SOPPING:

“Awareness, Future Demand Focus for Emerging Markets & current issues”
Malls springing up everywhere, and yet people are E-shopping! And not in small
numbers either. Consumers are more rational nowadays and can get choices
from the market. Awareness among consumers is spread through the internet.
The number of internet users is increasing day by day which attracts people
who have an option to buy online. It was never thought that Indians would go in
for E-shopping in such a big way. Ticketing, travel bookings, and even books
and movies seem fine to buy online. Knowing that in India sizes vary from brand
to brand and quality is inconsistent, even of some electronic items, how is it that
people are buying these items online? In India, there are some segments of
people who have not yet tried purchasing over the internet.

Here are a few reasons why internet shopping is preferable:

Convenience : Online stores are usually available 24 hours a day , and many
consumers have internet access both at work and at home, A visit to
conventional retail stores requires travel and must take place during business
hours.

Home Delivery Concept : In any case , home delivery is a concept that Indians
are familiar with and love. The mall craze has started only now . Earlier it was
a choice between setting it out in small crowded markets or asking a friendly
neighbourhood grocery to deliver groceries home and this system is still
thriving.

4
Information and Reviews : Online stores must describe products for sale with
text, photos, and multimedia files. Some stores even allow customers to
comment or rate their items. There are also dedicated review sites that host
user reviews for different products. Reviews and now blogs give customers the
option of shopping cheaper organize purchases from all over the world without
having to depend on local retailers.

AREA OF INDUSTRY :

An online questionnaire was developed to collect that required data in the

most efficient manner possible. The questionnaire was distributed via electronic
mail to the potential participants . The unit of analysis was online shopping
consumers.

➢ SAMPLE SIZE :
It comprises of 70 -100 respondents from madipakkam ,
spread across various socio demographic profiles.

➢ SAMPLE DESIGN :
A Random sampling method was adopted to draw the sample
respondents for the study .Random sampling means each individual
element in the universe has an equal chance of being chosen.

➢ POPULATION:
My survey is among both men and women at age group of (18-60).

➢ LOCATION :
My survey location is madipakkam ( Chennai ).

➢ TYPE OF INDUSTRY :
E – Commerce Industry .

5
1.2 INDUSTRY PROFILE:

The Indian E-commerce industry has been on an upward growth trajectory and
is expected to surpass the US to become the second largest E-commerce
market in the world by 2034. India e-commerce sector is expected to reach US$
111.40 billion by 2025 from US$ 46.20 billion in 2020, growing at a 19.24%
CAGR, with grocery and fashion/apparel likely to be the key drivers of
incremental growth. According to Forrester Research, Indian e-commerce
sales rose by ~7-8% in 2020. The Indian online grocery market is estimated to
reach US$ 18.2 billion in 2024 from US $1.9 billion in 2019, expanding at a
CAGR of 57%.

The India’s e-commerce market is expected to reach US$ 350 billion by 2030.
By 2021, total e-commerce sales are expected to reach US$ 67-84 billion from
the US$ 52.57 billion recorded in 2020.

According to NASSCOM, despite COVID-19 challenges/disruptions, India's e-

commerce market continues to grow at 5%, with expected sales of US$ 56.6
billion in 2021.

The Indian e-commerce sector is ranked 9th in cross-border growth in the

world, according to Payoneer report. Indian e-commerce is projected to
increase from 4% of the total food and grocery, apparel and consumer
electronics retail trade in 2020 to 8% by 2025. India's e-commerce orders
volume increased by 36% in the last quarter of 2020, with the personal care,
beauty and wellness (PCB&W) segment being the largest beneficiary. E-
commerce sales in India were estimated to increase by only 7-8% in 2020,
compared with 20% in China and the US. The e-commerce market is expected
to touch the US$ 84-billion mark in 2021 on the back of healthy growth in the
Indian organised retail sector.

As most Indians have started shopping online rather than stepping outside their
houses, the Indian e-commerce sector witnessed an increase. India's e-
commerce festive sale season from October 15 to November 15 in 2020

6
recorded Rs. 58,000 crore (US$ 8.3 billion) worth of gross sales for brands and
sellers, up 65% from Rs. 35,000 crore (US$ 5 billion) last year.

For the 2021 festive season, Indian e-commerce platforms are anticipated to
generate over US$ 9 billion gross GMV (Gross Merchandise Value), a
23% increase from last year’s US$ 7.4 billion.

Huge investments from global players—such as Facebook, which is investing

in Reliance Jio—are being recorded in the e-commerce market. Google also
reported its first investment worth US$ 4.5 billion in Jio Platforms. This deal was
followed by the purchase of Future Group by Reliance Retail, expanding the
presence of the Ambani Group in the e-commerce space.

Through its Digital India campaign, the Government of India is aiming to create
a trillion-dollar online economy by 2025. It has formed a new steering committee
that will look after the development of a government-based e-commerce
platform. The new committee, set up by the Commerce Ministry, will provide
oversight on the policy for the Open Network for Digital Commerce (ONDC),
which is an e-commerce platform that the government is backing for the
development. The ONDC will serve as the infrastructure for setting up the final
storefront, which will be similar to Flipkart and Amazon.

ONLINE SHOPPING SITES :

I .SNAPDEAL:

Snapdeal is an e-commerce company based in India. It is a daily deals website

that features discount offers across lifestyle segments such as dining, health &
beauty, entertainment, and travel. It also offers discounts on products like
electronics, perfumes, watches, bags, sunglasses, apparel, and mobile
phones., Headquartered in Delhi, Snapdeal.com was launched in February
2010. The company was founded by Kunal Bahl a Wharton graduate and Rohit
Bansal, an alumnus of IIT Delhi who are friends since school.

Snapdeal.com serves as an advertising platform for merchants and a discount

platform for customers. For the merchants who partner wily Snapdeal, it is a
7
cost-effective channel for acquiring new customers. It also works as a risk-free
alternate marketing channel. From the merchant’s standpoint, they are passing
on the customer acquisition cost in the form of a discount offer.

PRODUCT CATEGORIES PROVIDED BY SNAPDEAL.COM

• Mobiles & Accessories o Men’s & Women’s Apparel o Watches, Bags &
Accessories o Electronics & Cameras o Computers & Peripherals Perfumes,
Beauty & Health o Jewellery o Books & Movies o Footwear Home, Kitchen &
Appliances o Infants, Kids & Toys o Sports & Hobbies Travel Packages.

Terms of Sale, Website Terms of Use, Privacy Policy

This User Agreement which is intended to be a legally binding contract between

you and us contains the following;

• Terms of Sale: this governs your purchase and use of the

coupons/vouchers
• Website Terms of Use: this governs the access and use of the
website
• Privacy Policy: this governs the use of your personal information
we collect

II . FLIPKART :

Flipkart is an Indian e-commerce company headquartered in Bangalore,

Karnataka. It was started by two IIT graduates, Sachin Bansal and Binny
Bansal, in the year 2007. They were working on Amazon.com previously.
Earlier, Flipkart mainly dealt with books buy now, it has expanded to electronic
goods and a variety of other products.

Initially, they used word-of-mouth marketing to popularize their company. A few

months later, the company sold its first book on flipkart.com- John Wood’s
Leaving Microsoft to Change the World. Today, as per Alexa traffic rankings,
Flipkart is among the top 30 Indian websites and has been credited with being
India’s largest online bookseller with over 11 million titles on offer. Flipkart broke
even in March 2010 and claims to have had at least 100% growth every quarter

8
since its founding. The store started with selling books and in 2010 branched
out to selling CDs, DVDs, mobile phones and accessories, cameras,
computers, computer accessories, and peripherals, and in 2011 pens and
stationery, other electronic items such as home appliances, kitchen appliances,
personal care gadgets, health care products, etc. Further in 2012, Flipkart
added A.C, Air coolers, School supplies, Office supplies, Art supplies & lifestyle
products to its product portfolio. Today, Flipkart employs over 4500 people.

PRODUCT CATEGORIES PROVIDED BY FLIPKART.COM

• Books
• Mobiles & Accessories
• Computers
• Gaming
• Movies & TV Shows
• TV, Video & MP3 Players
• Personal & Health Care
• Pens & Stationary
• Fragrances

Please refer to the Terms and conditions at www.flipkart.com

1.3 STATEMENT OF THE PROBLEM:

The Importance of analysing and identifying factor that influence consumer

when he or she decides to purchase on the internet is vital , Since the internet
is a new medium for there have been new demands set by the consumer .That
is why online retailers know that influencers the online consumer.

An Online consumer behaviour is diverse from traditional consumer behaviour,

one must identify what influences the online consumer .Analysing the process
that the online consumers goes through when deciding and making a purchase
over the internet , show some factors that consumer consider , These Factors
need to be identified and taken into account by online retailers to satisfy
consumer demands and compete in the online market.

9
1.4 OBJECTIVES OF THE STUDY :

• To know the most favourite website.

• To know which item, they would by online mostly.
• To know the problems faced while purchasing online.
• To know the mode of payment.
• To know the Satisfaction level for online Shopping Sites,

1.5 NEED FOR THE STUDY :

The prime purpose of the research is to identify and analyse the factors
influencing the consumers to shop online .To Know how the attitude towards
shopping has changed to online shopping and to know why people refers online
shopping rather than traditional shopping and also know the success of online
shopping.

1.6 SCOPE AND SIGNIFICANCE OF STUDY :

➢ This study helps the researcher to have a practical exposure in this

specific field.
➢ The study helps the respondents to disclose their opinion and view about
the online shopping.
➢ This study helps to know the customer’s attitude and satisfaction level
on online shopping.

➢ The Study result will be great help to the researcher to know how the
online shopping has influenced consumers.

10
 CHAPTER 2
REVIEW OF LITERATURE

2.1 REVIEW OF LITERATURE:

A brief review of selected studies has been presented below:

Bhatt, A.( 2014) has studied the attitude of consumers towards e-shopping
based on consumer's behaviour, beliefs, preferences, and opinions also
studied the pattern of Online shopping. The study has concluded that online
shopping gaining more popularity among people, especially in the younger
generation.

S. Sahney et al. (2008) look into the various aspects of online shopping in the
modern-day environment and to identify those factors that affect the
development of attitude towards online shopping and also identify consumer's
requirements concerning online shopping web sites. This study is logical,
descriptive and diagnosis, it reaches the logical conclusion that what was
the consumer's expectations related to online shopping.

Z. M. Jusoh and G. H. Ling(2012) have examined how to purchase perception

influence the consumer attitude towards online shopping and how socio-
demographic factors affects the consumer attitude towards online shopping.
To study the above problem nine hypothesis statements used for testing, which
concluded that among nine different hypothesis statements four statements
are rejected whereas five statements are accepted.

Raman, Prashant (2014) examined what factors affect the female buying
behaviour and what are the different factors that influence the female
shopper's attitude towards online shopping with the help of a well-structured
questionnaire and a survey among the female online customers. This study
concluded
that for female consumers convenience is the biggest factor that influences
their buying behaviour while the risk of doing transaction along with the

11
preferences towards traditional shopping and reliability issues acted as the
biggest impediment towards the growth of online shopping in India.

Al-Debai et al. (2015) examined the consumer attitude towards online shopping
in Jordan, with the help of well-structured and self-administrated Online survey
targeting the online shoppers of reputable online retailers in Jordan. Their study
indicated that the attitude of the online consumer is determined by trust
and their perceived benefit factor.

K. M. Makhitha (2014) has examined the factors influencing generations Y

student's attitudes towards online shopping. A survey method was deemed
appropriate for this research to explore the attitude of generations Y students
of one University towards online shopping. This theory concluded that the
majority of Y generations use consistent internet but did not shop online. Here
the study is limited to the one University there is further scope of studying the
factors influencing generations Y student's attitudes towards online shopping.

R. Shanthi and K. Desti (2015) has researched to Know the type of products
purchased by consumers through online shopping and to identify the factors
influencing while buying products online. A direct survey method was used
for collecting data for the study, this study Concluded that consumer’s
perception of online shopping varies from individual to individual and the
perception is limited to a certain extent with the availability of the proper
connectivity and the exposure to the online shopping.
The perception of the consumer also has similarities and differences based on
their characteristics. The study reveals that most youngsters are attached to
online shopping and hence the elder people don’t use online shopping much
as compared to the younger ones. The study highlights the fact that the
youngsters
between the age of 20-25 are mostly poised to use online shopping. It is also
found that the majority of the people who shop online buy books as it is
cheaper compared to the market price with various discounts and offers.
The study also reveals that the price of the products has the most influencing
factor on online purchases.
12
 CHAPTER 3

RESEARCH METHODOLOGY

3.1 RESEARCH METHODOLOGY:

Research methods are the techniques and tools by which you research a
subject or a topic. Research methodology involves the learning of various
techniques to conduct research and acquiring knowledge to perform tests,
experiments, surveys, and critical analysis.

Research methodology simply refers to the practical “how” of any given piece
of research. It’s about how a researcher systematically designs a study to
ensure valid and reliable results that address the research aims and objectives.

3.2 RESEARCH DESIGN: A research design is the arrangement of conditions

for collection and analysis of data in a manner that aims to combine relevance
to the research purpose with economy in procedure. This Research design
applied for the study is ‘Descriptive Research’.

3.2.1 Descriptive research design: Descriptive research aims to accurately

and systematically describe a population, situation or phenomenon. It can
answer what, where, when and how questions, but not why questions. A
descriptive research design can use a wide variety of research methods to
investigate one or more variables.

3.3 SAMPLING TECHNIQUE: Sample design is the theoretical basis and the
practice mean by generalizing from characteristics of relatively few of the
comprising population. It is the method by which the sample is chosen.

3.3.1 non-probability sampling: Non-probability sampling is defined as a

sampling technique in which the researcher selects samples based on the
subjective judgment of the researcher rather than random selection.

13
3.3.2Convenience sampling: A convenience sample is a type of non-
probability sampling method where the sample is taken from a group of people
easy to contact or to reach.

3.4 SOURCES OF DATA: Sources of Data begins with figuring out what
sort of data is needed, followed by the collection of a sample from a certain
section of the population. Next, you have to utilize a certain tool to gather the
data from the chosen sample. The two types of sources of data are:

3.4.1 Primary data:

The Primary data for this study was collected through questionnaire.

3.4.2 Secondary data:

Secondary data was collected from external sources like Websites, Journals
etc.

3.5 STRUCTURE OF QUESTIONAIRE:

The questionnaire follows a simple and basic layout. It is made easy for the
participants to respond to the questionnaire without any delay or confusion. The
set of question and the answer options present in the questionnaire are
predetermined and are constructed by myself based on general questions
regarding the main topic. The structure of questionnaire used in this project is
as follows.
3.5.1 Basic introduction:
The questionnaire begins with small and simplifies description regarding the
questionnaire – Title and description of the topic.

3.5.2 Personal details:

The actual questionnaire begins here where the participants are asked about
their personal details such as their name, age, gender and occupation.

14
3.5.3 Research related questions:
The next set of questions in the questionnaire consists of the questions related
to public where the participants are asked on their general opinion on the Online
Shopping.

3.5.4 Perception questions:

The next set of questions in the questionnaire focus on issues online shopping
related question on whether the participants are affecting due to Online
Shopping.

3.5.5 Likert scaling questions:

The Likert scaling questions include moderate options in its scale.

3.5.6 Suggestion questions:

The last and final questions in the questionnaire focus on the suggestion
questions of the participants regarding the questionnaire.

3.6 SAMPLE SIZE :

The sample size for the project had a target of 70-100 participants. The fixed
target of the sampling size has been achieved as the total number of
respondents for the 11-survey questionnaire was 102. Total of 102 responses
helped the project to analyse more response and it helped to derive a
conclusion recording people’s perception towards a study of satisfaction of
public how they consider it.

3.7 PERIOD OF STUDY :

This is one-time research where the research is conducted only for one-time
and that the project is based on the responses derived from a definite period of
time. The period of study for the project of about 30 days project is based on
the responses collected from the 102 participants in the 6 days' time period.

3.8 PROFILE AREA OF THE STUDY:

➢ My survey location is Madipakkam (Chennai).

15
 ➢ My survey targeted people is both Men and Women at the age group
of [18- Above 40]

3.9 HYPOTHESIS / ANALYTICAL TOOLS:

➢ CHI-SQUARE TEST: A chi-square statistic is one way to show a
relationship between two categorical variables. In statistics, there are
two types of variables: numerical (countable) variables and non-
numerical (categorical) variables

16
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS

4.1.1 Gender Profile

Percentage Analysis is used to analyse the gender of respondents and it have

been interpreted in Table 4.1 which displays the Frequency and Percentage of
Gender of Respondents.
Table 4.1 Gender Analysis of Respondent
Factors No of Respondent Percentage

Gender Male 51 51%

Female 49 49%

TOTAL 100 100%

SOURCE :PRIMARY DATA

Interpretation :
51% of the respondents are male , 49% of the respondents are female , Majority
of the respondents are male.

Fig 4.1 Chart depicting Gender of Respondents

17
4.2. Age Profile
Percentage Analysis is used to analyse the age of respondents and it have
been interpreted in table 4.2 which displays the No of Respondents and
percentage of Age of Respondents.
Table:4.2 Age of Respondents
Factors NO OF PERCENTAGE
RESPONDENTS
Age 15 – 20 58 58%
21 – 30 35 35%
31 – 40 2 2%
Above 40 5 5%
TOTAL 100 100
SOURCE : PRIMARY DATA
Interpretation :

58% of the respondents belonged to the age group of 15 – 20 , 35% of the

respondents belong to the 21 – 30 age group . 5% of the respondents are aged
above 40 , 2% of respondents are the age group of 31 – 40 . Majority of the
respondents were from the age group of 15 – 20 .

AGE OF RESPONDENTS
70

60

50

40

30

20

10

0
15 – 20 21 – 30 31 – 40 Above 40
Age

Fig 4.2 Chart Depicting Age of Respondents

18
4.3 Educational Qualification profile

Percentage Analysis is used to analyse the educational qualification of

respondents and it have been interpreted in Table 4.3 which displays the No of
Respondents and percentage of educational qualification of Respondents.

Table : 4.3 Educational Qualification Respondent

Factors No of Percentage
Respondents
Educational School Level 13 13%
Qualification
UG 82 82%

PG 5 5%

Total 100 100%

SOURCE : PRIMARY DATA

Interpretation :

From the collected data 82% of respondents are Under Graduates , 13% of the
Respondents were at School Level and 5% of respondents are Post
Graduates.

QUALIFICATION OF RESPONDENTS

5% 13%

82%

School Level UG PG

Fig 4.3 Chart Depicting Educational Qualification of Respondents

19
4.4 Monthly Income Profile

Percentage Analysis is used to analyse the monthly income of and it have been
interpreted in Table 4.4 which displays the No of Respondents and Percentage
of Monthly income of the Respondents .
Table : 4.4 Monthly Income of Respondents
Factors NO OF RESPONDENTS Percentage
Income Level 5000 28 41.2%
10000 – 15000 20 29.4%
15000 – 30000 9 13.2%
Above 30000 11 16.2%
Total 100 100%
SOURCE : PRIMARY DATA
Interpretation :
41.2% of Respondents earn 5000 per month , 29.4% of Respondents earn
between 10000 – 15000 per month , 16.2% of Respondents has a monthly
income of Above 30000 , 13.2% of Respondents has an income level of
15000 – 30000.

Monthly Income of Respondent

30

25

20

15

10

0
5000 10000 – 15000 15000 – 30000 Above 30000
Income Level

Fig 4.4 Chart Depicting Monthly Income Of Respondents

20
4.5 Frequent Purchases of Respondents :
Percentage Analysis is used to analyse the level of respondent’s preference
on frequent purchases in online shopping and it have been interpreted in
Table 4.5 which displays the No of Respondents and Percentage of Frequent
purchases of Respondents.

Table : 4.5 Frequent Purchases of Respondents

Factors No of Respondents Percentage

Frequent Yes 43 43.4%
Purchasers No 32 32.3%
May be 24 24.2%
Total 100 100%
SOURCE : PRIMARY DATA

Interpretation:

From the data collected 43% of respondents said that they yes for frequent
purchase through online , 32% of Respondents said NO that they won’t
purchase frequently through online shopping and 24% of respondents said
that they may be purchase products frequently in online shopping.

FREQUENT PURCHASERS
May be
24%

Yes
Yes
44%
No
May be

No
32%

21
Fig 4.5 Chart Depicting Frequent Purchasers of Respondents

4.6 Problems Faced on Online Shopping:

The Percentage Analysis is used to analyse the Problems Faced by the

consumers and it have interpreted in Table 4.6 which displays the No of
Respondents and Percentage of Problems faced by Respondents .

Table : 4.6 Problems Faced by Respondents

Factors No of Respondents Percentage

Problems Faced Delay in 21 26.6%
by Respondents Delivery
Cheap Quality 30 38%
Damage 16 15.2%
Others 12 20.3%
Total 79 100%
SOURCE : PRIMARY DATA

Interpretation :

38% of Respondents said that have faced a problem of cheap Quality of

Product , 26% of Respondents said that they faced in delay in delivery of a
product , 15% sofa Respondents said that they faced a problem of damage of
a product and 20% of Respondents said that they faced other Problems .

PROBLEMS FACED BY RESPONDENTS

15%
27%

20%

38%

Delay in Delivery Cheap Quality Damage Others

22
Fig: 4.6 Chart Depicting Problems Faced by Respondents

4.7 Concerns of Respondents :

Percentage Analysis is used to analyse the Concerns of respondents in online

shopping and it have interpreted in table 4.7 which displays in No of
Respondents and percentage concerns of respondents .

Factors No of Respondents Percentage

Poor Internet 12 12%
Connection
Breach Personal 15 15%
information
Breach of Payment 21 21%
Detail
None 51 52%
Total 99
Table : 4.7 Concerns of Respondent

Interpretation :

From the data collected 52% 0f Respondents said that they have No
concern on Online Shopping , 21% of Respondents said that they have
concern on the breach of their payment details, 15% respondents have a
concern of breach of personal information and 12 % of respondents said that
they have an issue in internet connection.

23
 12%

Poor Internet Connection

15%
Breach Personal information
52%
Breach of Payment Detail

None

21%

Fig:4.7 Chart Depicting Concerns of Respondents

4.8 Reasons for Online Shopping:

Percentage Analysis used to analyse the reasons of consumers to buy products

in online shopping and it have been interpreted 4.8 which displays the no of
respondents and percentage of reasons for online shopping of the
Respondents.

Factors No of Percentage
Respondents
24/7 Availability 13 13%
Comfortness 30 31%
Offer 38 39%
Variety 17 17%
Total 98 100%
Table : 4.8 Reasons for Online Shopping by Respondents.

Interpretation:

39% of Respondents said that they purchases in online shopping for the offers
, 31% of Respondents said that they purchases in online for Comfortless , 17%
of said that they choose online shopping for variety of Products and 13% of
Respondent said they choose online shopping for 24/7Availability .

24
 Reasons For Online Shopping

17% 13%
24/7 Availability
Comfortness

31% Offer

39% Variety

Fig:4.8 Chart Depicting Reasons for Online Shopping.

4.9 Preferred Category for Online Shopping:

Percentage Analysis is used to analyse the most Preferred Category in Online

Shopping and it have been interpreted in Table 4.9 which displays the No of
Respondents and Percentage of Preferred Category in online Shopping by
Respondents.

Table : Preferred Category of Respondents

Factors No of Respondents Percentage

Most Preferred Groceries 8
Category Electronics and 39
Accessories
Dress 33
Sports Items 6
Others 13

SOURCE : PRIMARY DATA

Interpretation :

25
From the data collected 40% of Respondents were prefer Electronics and
Accessories in Online Shopping , 33% of Respondents prefer Clothes in online
shopping , 8% of Respondents were buying Groceries in Online Shopping and
Minority of 6% of Respondents Preferring Sports Items in Online Shopping.
Fig :4.9 Chart Depicting Preferred Category of Respondents

Most Preferred Category

Others Groceries
13% 8%
Sports Item
6%

Electronics and
Accessories
40%
Dress
33%

4.10 Appropriate Spent on Single Purchase :

Percentage Analysis is used to analyse the Appropriate amount on Single

Purchase of the Respondents and it have been interpreted in Table 4.10 which
Displays the No of Respondents and Percentage of The Amount Spent on
Single Purchase . of the Respondents.

Factors No of Respondents Percentage

Less than 1000 61 62%
2000 – 5000 25 25%
5000 – 10000 9 9%
More than 10000 4 4%

Table : 10 Appropriate Amount Spent on Single Purchase by

Respondents

Interpretation:

62% of Respondents spent less than 1000 for a single Purchase in Online
Shopping , 25% of respondents said that they spent of 2000 – 5000 on Single

26
purchase , 9% of Respondents spent 5000 – 10000 in Online Shopping for
Single Purchase and 4% of Respondents has spent More than 10000 in Online
Shopping for Single Purchase.

AMOUNT ON SINGLE PURCHASE

4%

9%

25%
62%

Less Than 1000 2000 - 5000 5000 - 10000 More than 10000

Fig:4.10 Chart Depicting Amount Spent on Single Purchase of

Respondents

4.11 Most Preferred Payment Mode :

Percentage Analysis is used to analyse the Preferred Payment Mode of Online

Shopping and it have been Interpreted in Table 4.11 which displays the
percentage of the Preferred payment Mode of Respondents.

Factors No of Respondents Percentage

Preferred Card 13 13%
Payment Cash On 74 75%
Mode Delivery
Internet Banking 12 12%
99 100%
Table: 4.11 Most Preferred Payment Mode of Respondents.

Interpretation :

27
From the above table , 75% of Respondents Preferring Cash on Delivery, 13%
of Respondents were Prefer Card Payment and 12% of Respondents says that
they prefer Internet Banking.

RESPONDENTS
80 74

70

60

50

40

30

20
13 12
10

0
Card Cash On Delivery Internet Banking

Fig : 4.11 Chart Depicting Preferred Payments of Respondents

4.12 Comfortness In Online Shopping :

OPTIONS NO OF RESPONDENTS PERCENTAGE

Yes 58 58.6%
No 7 7.1%
Maybe 34 34.3%
TOTAL 99
Table: 4.12 Comfortness of Respondents

Interpretation:

Majority of ( 58.6) of Respondents says that they are comfortable in Online

Shopping, 34.3 % of Respondents said that they may be comfortable in Online
Shopping and 7.1% of Respondents are not Comfortable in Online Shopping.

28
 NO OF RESPONDENTS
70
58
60

50

40 34
30

20

10 7

0
Yes No Maybe

Fig : 4.12 Chart Depicting Comfortness of Respondents.

4.13 : Favourite Online Shopping Site

Online Shopping Sites No of Respondents Percentage

Amazon 51 51.5%
Flipkart 29 29.3%
Snapdeal 1 1%
Others 18 18.2%
TOTAL 99 100%
Table 4.13 Favourite Site of Respondents

Interpretation:

Majority (51.5%) Respondents said Amazon are the Favourite online Shopping
site,29.3% of Respondents prefer Flipkart as Favourite Website and 18.2% of
Respondents said that they have other favourite sites for Online Shopping.

29
 RESPONDENTS
60

50
51

40

30
29
20
18
10

1
0
Amazon Flipkart Snapdeal Others

Fig: 4.13 Chart Depicting Favourite Site of Respondents.

4.14 : Is That Online Shopping Is Risky :

Choice No of Respondents Percentage

Strongly Disagree 7 7.2%
Disagree 11 11.3%
Neutral 61 62.9%
Agree 12 12.4%
Strongly Agree 6 6.2%
TOTAL 97 100%
Table 4.14 Riskness Level of Respondent

Interpretation:

From the above Table 4.15 that 62.9% of Respondents are Neutral about the
riskyness, 12..4% of Respondents are Agreed that Online Shopping is
Risky,11.3% of Respondents are disagree that Online Shopping is not Risky,
7.2% of Respondents are strogly disagree in this and 6.2% of Respondents
are Strongly agreed Online Shopping Is Risky.

30
 No of Respondents

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 10 20 30 40 50 60 70

Fig : 4.14 Chart Depicting Risky of Respondents.

4.15 Satisfication Level on Online Shopping Sites :

Choice No of Respondents Percentage

Highly Satisfied 1 1.4
Satisfied 23 32.9
Neutral 11 15.7
Dissatisfied 15 21.4
Highly Dissatisfied 20 28.6%
Total 70 100%
Table 4.15 Satisfaction Level of Respondent

Interpretation:

32.9% of Respondents are Satisfied in Online Shopping,28.6% of Respondents

are Highly Dissatisfied in Online Shopping, 21.4% of Respondents said that
they are dissatisfied in Online Shopping. 15.7% of Respondents feels that they
neutral for satisfaction and 1.4% of Respondents said that they were Highly
Dissatisfied.

31
 RESPONDENTS
25

20

15

10

0
HIGHLY SATISFIED SATISFIED NEUTRAL DISSATISFIED HIGHLY
DISSATISFIED

Fig :4.15 Chart Depicting Satisfaction of Respondents

4.2 CHI – SQUARE :

Association between Educational and Level of Satisfaction of the

Respondent

An attempt was made to study Association between Educational qualification

and Satisfaction Level of the Respondents. For this purpose, the respondents
classified on the basis of CHI-SQUARE Test between Educational Qualification
and Satisfaction Level of the Respondents .The data are tabulated and
presented in the table.

Null Hypothesis (H0) :There is no association between educational

qualification and Satisfaction level of the Respondents.

Alternative Hypothesis(H1) : There is an association between Educational

Qualification and satisfaction level of the Respondents.

32
Educational Reliable of the Respondents Total
Qualification Highly Satisfied Neutral Dissatisfied Highly
Satisfied dissatisfied
School Level 0 11 0 3 11 25
UG 1 11 11 0 0 23
PG 0 1 0 12 9 22
Total 1 23 11 15 20 70

Educational Qualification and Satisfaction Level of Respondents

Value Df Asymp.Sig.(2-
sided)
Person chi-square 100.538a 12 .000

Likelihood Ratio 102.660 12 .000

Linear – by – Linear 4.137 1 .042

Association
N OF Valid Cases 70

Inference :

It is evident from the table that the calculated value is more than the table
value , Therefore, the Null hypothesis is rejected .It is inferred that there is an
association between Educational Qualification and Satisfaction Level of the
Respondents.

33
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS:

1.93% of respondents are belonging to the age group of 15 – 30

2.Majority of respondents { 82 %} are under graduates.

3.51% of Respondents are Male.

4.Majority of 84% of respondents have an experience in online shopping.

5.Only 43% of respondents are frequently purchasing products in online

shopping.

6.Majority of 38% of respondents has faced problem in cheap quality of product

in online shopping.

7.Appropriate amount spent on single purchase of respondents are less than

1000.

8.The most preferred payment mode of respondents are cash on delivery.

9.The most Favourite [ 52% ] online shopping site is Amazon.

10.Major reason for online shopping are offers and comfortness.

11.Majority of respondents are purchasing electronics and accessories in

online shopping.

34
SUGGESTIONS:

1.Providing more competitive price can attract customers.

2.Online shopping sites should should increase the security for an online
payment.

3.Measures to be taken in order to avoid delivery of cheap quality of products.

4.The return policy of the company should be flexible in order to motive the
customers to try the product.

5.Measures to be taken to reduce the delivery of damaged products.

6.They should offer free shipping for high end products.

CONCLUSION :

This research shows that online shopping is having a very bright future in India.
The consumer behaviour towards online shopping is getting better. With the
use of internet , consumers can shop anywhere , anytime and anything with
easy and safe payment options. Online shopping sites should remove the
online frauds that would create a high pace in the mind of customers. The online
retailers has to enhance and improve the information supporting system by
providing detailed information about the products. All the factors influence or
prevent the people from using online shopping need to be carefully taken care.

35
 REFERENCES :

1.Bhatt, A. (2014). Consumer attitude towards online shopping in selected

regions of Gujarat. Bhatt, A.(2014). Consumer Attitude Towards Online
Shopping in Selected Regions of Gujarat. Journal of Marketing
Management, 2(2), 29-56.

2.Sahney, S., Shrivastava, A., & Bhimalingam, R. (2008). Consumer Attitude

Towards Online Retail Shopping in the Indian Context. ICFAI Journal of
Consumer Behaviour, 3(4).

3.Jusoh, Z. M., & Ling, G. H. (2012). Factors influencing consumers’ attitude

towards e-commerce purchases through online shopping. International Journal
of Humanities and Social Science, 2(4), 223-230.

4.Raman, P. (2014). FACTORS INFLUENCING WOMEN

CONSUMERS'BUYING BEHAVIOR TOWARDS ONLINE SHOPPING IN
INDIA. Journal of Contemporary Management Research, 8(2), 23.

5.Al-Debei, M. M., Arkush, M. N., & Ashour, M. I. (2015). Consumer

attitudes towards online shopping. Internet Research.

6.Makhitha, K. M. (2014). Factors influencing generations Y students’

attitude towards online shopping. Mediterranean Journal of Social Sciences,
5(21), 39-39.

WEBSITES
https://en.m.wikipedia.org/wiki/Online_shopping
https://purple.ai/blogs/the-history-of-online-shopping/
https://www.goodworklabs.com/top-five-e-commerce-websites-in-india/
https://www.ecommerce-land.com/history_ecommerce.html

36
 APPENDIX:

1. E-Mail ID_____________

2. Age _____________

3. Gender

A. Male B. Female
4. Educational Qualification___________
A. School Level
B. UG
C. PG

5. Monthly Income of the Respondent________

A. 5000
B. 10000-15000
C. 15000-30000
D. More Than 30000

6. Do you Purchase Frequent Products in Online Shopping______?

A. Yes
B. No
C. Maybe

7. What kind of Problem Faced in Online Shopping _______?

A. Delay In Delivery
B. Cheap Quality of Product
C. Damage
D. Others

37
8. Your Biggest Concern Towards Online Shopping ____________
A. Poor Internet Connection.
B. Breach Of Personal Information.
C. Breach Of Payment Detail.
D. None.

9. What Is the Reason for Online Shopping_________?

A. 24/7 Availability
B. Comfortless
C. Offer
D. Variety

10. Your Most Preferred Category for Online Shopping _________

A. Groceries
B. Electronics
C. Dress
D. Sports Items
E. Others

11. Appropriate Amount Spent on Single Purchase__________

A. Less than 1000
B. 2000- 5000
C. 5000- 10000
D. More than 10000

12. Your Most Preferred Payment Mode _____________

A. Card
B. Cash On Delivery
C. Internet Banking

38
13. Are you Comfort in Online Shopping_________?
A. Yes
B. No
C. Maybe

14. Your Most Favourite Shopping Site __________

A. Amazon
B. Flipkart
C. eBay
D. Snapdeal
E. Others

15. Is That Online Shopping is Risky ___________

A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree

16. Did you have Satisfaction on Online Shopping __________

A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree.

39