A Study On Consumer Online Shopping Behaviour Towards Electronic Good

A PROJECT REPORT ON
A STUDY ON CONSUMER ONLINE SHOPPING BEHAVIOUR TOWARDS

ELECTRONIC GOOD
Submitted for partial fulfilment of the requirements for the degree

of
BACHELOR OF BUSINESS ADMINISTRATION
SESSION 2016-2019
BY-
ARUN AGRAWAL
(1610101024)
Under the guidance of-
DR.ARVIND KUMAR SHUKLA

(ASSOCIATE PROFESSOR)
Invertis University, Bareilly,
INVERTIS UNIVERSITY , BAREILLY (U.P.)

SESSION 2016-19
CERTIFICATE
TO WHOM IT MAY CONCERN
This is to certify that ARUN AGRAWAL student of BBA –5thSemester in our institute has
successfully completed her project work entitled to "A STUDY ON CONSUMER ONLINE
SHOPPING BEHAVIOUR TOWARDS ELECTRONIC GOODS" for the partial fulfilment
of degree of Bachelor of Business Administration for the session 2016-2019.
Dr. Manish Gupta Dr. Dheeraj Gandhi Dr. Arvind Kumar Shukla
(Dean Management) (HOD, BBA &B.com) (Associate Professor)
ACKNOWLEDGEMENT
Preservation, inspiration and motivation have played a key role in any venture. In the present world
of cutthroat competition project is likely a bridge between theoretical and practical working,
willingly I have prepared this project.
I feel highly delighted with the way dissertation report on the topic "A study on consumer online
shopping behaviour toward Electronic good " has been completed.
I express my utmost gratitude and indebt ness to god and to all who have contributed in some way
or the other and been linked with the project from day one.
I express my sincere gratitude to Dr. Arvind Kumar Shukla without whose guidance, keen interest
and regular encouragement my project would not been compiled.
From the core of my heart, I express my sincere thanks to Mr. Tarun Gupta Sir, Mr.Manmohan
Sir, Warya Rohatgi, Shreeyansh Khateriya, Sandeep Maurya and Invertis University for
encouragement and guidance.
I am extremely grateful to my parents, the respondents and all my friends for their unconditional
support and ready assistance.
INDEX
Serial No. Contents Page No.
1 Cover Page 1 Page

2 Bonafide Certificate 2 Page
3 Acknowledgement 4 Page
4 List of Tables 5 Page
5 List of Figures 6 Page
6 List of Symbols, Abbreviation and Nomenclature 2,3,12,13
7 Chapter I- Introduction 1-7
8 Chapter II- Literature Review 8-12
9 Chapter III- Research objectives / methodology 13-17
10 Chapter IV- Data Presentation and interpretation 18-59
11 Chapter V - Research Findings 60-66
12 Conclusion/Research Scope /Limitations 67-72
13 Bibliography 73-75
14 Appendices 76-79
LIST OF TABLES
S.no. Title Page No.
1 Table 4.1: Graphical representation of respondents on the basis of gender 19
2 Table 4.2: Graphical representation of respondents on the basis of marital 20

status
3 Table 4.3 Graphical representation of respondents on the basis of age 21
group
4 Table 4.4 : Graphical representation of respondents on the basis of 22
educational qualification
5 Table 4.5: Graphical representation of respondents on the basis of 23
occupational Status
6 Table 4.6: Graphical representation of respondents on the basis of number 24
of family members
of earning members
8 Table 4.8: Graphical representation of respondents on the basis of family 26
monthly income
9 Table 4.9: Graphical representation of respondents on the basis of online 27
shopping preference
Amount spend for electronics products
11 Table 4.11 Graphical representation of respondents on the basis of getting 29
motivated for purchasing goods online
12 Table 4.12 Graphical representation of respondents on the basis of time 30
spend during online shopping
13 Table 4.13 Graphical representation of respondents on the basis of 31
attributes for electronic goods before purchasing online
14 Table4.14 Graphical representation of respondents on the basis website 32
preference for shopping electronic goods
15 Table4.15 Graphical representation of respondents on the basis of 33
frequency for online shopping
delivery time
17 Table4.17 Graphical representation of respondents on the basis of brand 35
name
guarantee
19 Table4.19 Graphical representation of respondents on the basis of privacy 37
of information
20 Table4.20 Graphical representation of respondents on the basis of quality 38
assurance
21 Table4.21 Graphical representation of respondents on the basis of price 39
22 Table4.22 Graphical representation of respondents on the basis of offers 40

and discount
23 Table4.23 Graphical representation of respondents on the basis of website 41
visualization
24 Table4.24 Graphical representation of respondents on the basis of return 42
policy
25 Table4.25 Graphical representation of respondents on the basis of online 43
electronic product cheaper as compared to market
branded product are more expensive so I prefer to buy non branded
product
purchase popular product advertise by celebrities
28 Table4.28 Graphical representation of respondents on the basis of latest 46
technology
compare price to find the lower price mobile
discount/cashback offers are major attractions for me to buy online
availability of shopping at any time of the day
32 Table4.32 Graphical representation of respondents on the basis of I hate 50
buying things without feel and touch
consider a wide selection before making a purchase
34 Table4.34 Graphical representation of respondents on the basis of try to 52
get more information about product
35 Table4.35 Graphical representation of respondents on the basis of higher 53
the price higher the quality
shopping and I feel satisfied after making an online purchase
shopping is enjoyable and I feel excited while purchasing online
38 Table4.38 Graphical representation of respondents on the basis of taking 56
suggestions before buying online
shopping is more convenient then going to store
visualization of product help to make choices
LIST OF FIGURES
S.no. Title Page No.
1 Table 4.1: Graphical representation of respondents on the basis of gender 19
2 Table 4.2: Graphical representation of respondents on the basis of marital 20

status
3 Table 4.3 Graphical representation of respondents on the basis of age 21
group
4 Table 4.4 : Graphical representation of respondents on the basis of 22
educational qualification
occupational Status
of family members
of earning members
8 Table 4.8: Graphical representation of respondents on the basis of family 26
monthly income
9 Table 4.9: Graphical representation of respondents on the basis of online 27
shopping preference
Amount spend for electronics products
11 Table 4.11 Graphical representation of respondents on the basis of getting 29
motivated for purchasing goods online
12 Table 4.12 Graphical representation of respondents on the basis of time 30
spend during online shopping
13 Table 4.13 Graphical representation of respondents on the basis of 31
attributes for electronic goods before purchasing online
14 Table4.14 Graphical representation of respondents on the basis website 32
preference for shopping electronic goods
frequency for online shopping
delivery time
17 Table4.17 Graphical representation of respondents on the basis of brand 35
name
guarantee
19 Table4.19 Graphical representation of respondents on the basis of privacy 37
of information
20 Table4.20 Graphical representation of respondents on the basis of quality 38
assurance
21 Table4.21 Graphical representation of respondents on the basis of price 39
22 Table4.22 Graphical representation of respondents on the basis of offers 40

and discount
23 Table4.23 Graphical representation of respondents on the basis of website 41
visualization
24 Table4.24 Graphical representation of respondents on the basis of return 42
policy
electronic product cheaper as compared to market
branded product are more expensive so I prefer to buy non branded
product
purchase popular product advertise by celebrities
28 Table4.28 Graphical representation of respondents on the basis of latest 46
technology
compare price to find the lower price mobile
discount/cashback offers are major attractions for me to buy online
availability of shopping at any time of the day
32 Table4.32 Graphical representation of respondents on the basis of I hate 50
buying things without feel and touch
consider a wide selection before making a purchase
34 Table4.34 Graphical representation of respondents on the basis of try to 52
get more information about product
35 Table4.35 Graphical representation of respondents on the basis of higher 53
the price higher the quality
shopping and I feel satisfied after making an online purchase
shopping is enjoyable and I feel excited while purchasing online
38 Table4.38 Graphical representation of respondents on the basis of taking 56
suggestions before buying online
shopping is more convenient then going to store
visualization of product help to make choices
CHAPTER I
INTRODUCTION
INTRODUCTION
This section will provide all information regarding the thesis background, purpose, research
questions, limitations of survey and theories. It presents the introduction of consumer behaviour
towards online shopping particularly electronic goods.
1.1 Consumer
Whatever else we may be in our lives – child, parent, student, worker, lover, jogger or stamp
collector – we are all consumers, all of our days. We buy and use goods and services constantly:
to eat, to wear, to read, to watch, to play, to travel in; to keep us healthy, to make us wealthy and,
if not wise, at least better educated. The act of consumption is therefore an integral and intimate
part of our daily existence and that is true whether we have a lot of money to spend on it or very
little. The prevalence of consumption is such that we are often unaware of its importance in shaping
our lives; exploring the implications this has for us will be one of the important themes of this text.
In every large country in the world billions of purchases of goods and services are made every
year. Research on people as consumer’s dates only from the mid-1980s. The main impetus for this
research was practical: marketing managers wanted to know how the social and behavioural
sciences could help them find the specific causes of consumer actions and, in particular, consumer
buying decisions.
The term "consumer" Walters (1974: 4) provides such a definition by stating that "A consumer
is an individual who purchases, has the capacity to purchase, goods and services offered for sale
by marketing institutions in order to satisfy personal or household needs, wants, or desires."
1.2 Consumer Behaviour

Understanding consumer behaviour is crucial for effective marketing, helping managers identify
appropriate people to target and design and communicate attractive offerings. Every element of
the marketing plan benefits from an understanding of the customer, and with the rapid pace of
change in consumer markets today this is only going to become more important.
According to Schiffman & Kanuk (1997: 8), consumer behaviour is regarded as a relatively new
field of study with no historical body of research of its own. The concepts of the development,
therefore, were heavily and sometimes indiscriminately borrowed from other scientific disciplines,
such as psychology (the study of the individual), sociology (the study of groups), social
psychology (the study of how individuals operate in groups), anthropology (the influence of
society on the individual) and economics.
“Consumer behaviour is the study of individuals, groups, or organizations and the processes they
use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and society.” Walters (1974: 7) defines
consumer behaviour as: " ... the process whereby individuals decide whether, what, when, where,
how, and from whom to purchase goods and services." A final definition of consumer behaviour,
by Engel, Blackwell & Miniard (1990: G4), states that: "those actions directly involved in
obtaining, consuming, and disposing of products and services, including the decision processes
that Consumer behaviour of every individual is different from other depending on buying
choices which is influenced by buying habits and choices that are turn tampered by
psychological and social drivers that affect purchase decision process.” The short cuts in
decision making vary from person to person and focusing on the past experience of consumers;
we can predict the future trends by bringing profitable products and services into the market. In
this modern world, the popularity of interactive media like the World Wide Web is increasing day
by day with rapid pace. With reference to marketing it is continuously realized that the main two
factors observed due to WWW are:
 Most of the companies are doing their business online and make their website as
showroom of their product and services
 Fast increment of consumer segments due to increase needs and demand including online
shopping as well.
1.3 E-Commerce / online shopping
Internet makes life simple and innovative. People are doing business online and trade has become
more easy and fast due to this. Internet provides new ways to promote business. Website becomes
the essence of online business as to show their services and products. Internet gathers all
competitors and consumers in one place. It brings new lane to promote, advertise products and
services in market. Online shopping is a form of electronic commerce which allows consumers to
directly buy goods or services from a seller over the Internet using a web browser. Consumers find
a product of interest by visiting the website of the retailer directly or by searching among
alternative vendors using a shopping search engine, which displays the same product's availability
and pricing at different e-retailers. India's e-commerce market grew at a staggering 88 per cent in
2013 to $ 16 billion, riding on booming online retail trends and defying slower economic growth
and spiralling inflation. The increasing Internet penetration and availability of more payment
options boosted the e-commerce industry in 2013. E-commerce business in India is expected to
reach around $50-70 billion by 2020 on the back of a fast growing internet-connected population
and improvement in related infrastructure like payment and delivery systems. (DNA, 2014).
Total global E-commerce sale in 2011 have grown to Euro 690 billion (USD 961 billion) and
recorded an increase of 20 % with an estimation of increase in the coming years and to cross the 1
trillion Euro mark in 2013. Asia pacific region is leading in terms of growth as compared to mature
markets like US, UK, Japan and European countries. Asia Pacific recorded 130 % growth specially
China in 2011. The online retailing is becoming an integral part of an economy and country and
worldwide increasingly seeing trust and confidence in purchasing online.
1.4 Motivations of consumers to engage in online shopping:

 Usefulness
Usefulness is the perception that customers will feel comfortable while using the new technology.
Usefulness refers to ease to use, because the easier is the technology to use the more useful will be
the technology. Customers expect that the new technology will be effort less.
 Enjoyment
Enjoyment is the intrinsic motivation factor that customers appreciate of an experience for their
own sake. Enjoyment is the strong and consistent force towards the online shopping. In case
customers finds the enjoyment in online shopping then they will have strong attitude towards
online shopping that will leads to adoption of internet as shopping medium.
 Consumer Traits
Consumers ’traits play an important role in online shopping; these traits depend on four
demographic factors that are age, gender, education, and income. These traits have a significant
effect on the relationship between basic forces “usefulness” and “enjoyment”. Old consumers may
perceive the benefits of online shopping less than the traditional approach. Females that do prefer
to shop on the internet, shop frequently rather than male. Higher educated consumers prefer online
shopping rather than traditional. Incomes are positively correlated with possession of computers,
internet access and higher education levels of consumers. Some personality characteristics also
influence the online shopping like self-efficiency and need of interaction.
 Situational Factors
A wide variety of situational factors also moderate the relationship between online shopping
andconsumer behaviors. These aretime pressure, geographicaldistance, lack of mobilization,
need for special items and attractiveness of alternatives.
 Product Characteristics
Consumers decision that whether to shop online or not also influenced by the product types and
characteristics. It is because of some product categories are more suitable for online shopping i.e.
books, magazines, videotapes, CDs, groceries, flowers. On the other hand personal care products
like perfume and lotions are most likely need personal experience and knowledge are considered
to less likely for online shopping.
 Trust in online shopping
Lack of trust is one of the most frequently cited reasons for consumers not shopping on the Internet.
Since this shopping medium is relatively new and most of them have only little experience with it,
online shopping provides a challenge to many customers. Customers cannot physically check the
quality of a product or monitor the safety and security of sending sensitive personal and financial
information while shopping on the Internet. Contextual factors like security and privacy have a
great impact on consumer trust in shopping on the Internet.
1.5 Online Shopping in India

In the upcoming years, e-commerce is expected to boom in the Asian region. The number of digital
buyers in Asia Pacific is projected to pass the one billion mark for the first time in 2018, which
will account for 60 percent of all internet users in the region. In line with the regional growth,
India, a fast-growing emerging Asian market, shows optimistic projections for the e-commerce
industry. Current active e-commerce penetration in India stands only 28 percent, with lots of room
for improvement - India's retail e-commerce CAGR is projected to reach 23 percent from 2016 to
2021.
Close to 329.1 million people are projected to buy goods and services online in India by 2020.
This means that about 70.7 percent of internet users in India will have purchased products online
by then. The majority of digital shoppers in India are male. This growth in volume of digital buyers
has a reflection on revenue as well. Retail e-commerce sales in India are forecast to grow
tremendously, with projections to jump from around 16 billion U.S. dollars in 2016 to just over 45
billion U.S. dollars in 2021. In 2016, Amazon.in was the leading online store in India with net e-
commerce sales of 437.7 billion U.S. dollars, followed by local competitors Flipcart and Snapdeal.
Mobile is also a profitable and promising shopping platform for the retail industry in India. In fact,
about 23 percent of Indian internet users stated that they used a mobile phone for making a
purchase in 2016. This places India as one of the leading digital markets for mobile e-commerce
penetration. About 27 percent of digital buyers in the country stated making an online purchase
via their smartphones/mobile on a monthly basis, and 24 percent stated purchasing online goods
and services weekly. About 71 percent of consumers in India also said mobile wallet is their
preferred method of digital payment. In terms of value, sales from mobile retail e-commerce are
projected to generate 63.5 billion U.S. dollars in revenue by 2020.
Chapter II-
Literature Review
2.1 Bellman, S., Lohse, G. L., & Johnson, E. J. (1999).
Predictors of online buying behaviour.
The present study takes into account “need for cognition” (NFC), which represents the tendency
of individuals to engage in and enjoy thinking. The NFC has been described as the need to structure
relevant situation into meaningful, integrated ways and a need to understand and make a reasonable
understanding of the experiential world. The article attempts to identify the specific skill
dimensions, which operate in respondents who shop online and are positive on NFC, and try to
seek difference in online shopping behaviour of the respondents with different level of these skills.
Principal Component Analysis, ANOVA, and confirmatory factor analysis were the statistics used
in the study. Six factors were identified explaining dimensions operating in NFC positive segment,
namely, preference for being advance user, confident user of latest in information technology,
using it as tool for knowledge exploration, ability to assess behaviour of program, efficient end
user and knowledge of hardware. Significant difference in online shopping behaviour was
identified for users having skills clubbed under the dimension of confident user of latest in
information technology.
2.2 Juliana Paradinha Sampaio, Welton Fernando Zonatti, Francisco Javier

Sebastian Mendizabal-Alvarez, George Bedinelli Rossi, Julia Baruque-Ramos
March 21, 2017
This paper presents how new technologies applied to visual merchandising at point of sale could
influence on consumer buying behavior, mainly among the young cohorts, as well as generating
experience and attracting new consumers. A critical review based in literature research was
performed as methodology. The references are based on the theories of consumer behavior, buying
experience, visual communication and new technologies applied to visual merchandising, more
specifically focused in fashion market. Although young people are a key focus of actions of visual
merchandising and that currently they are not only represented by the Generation Y (Gen Y), major
part of the available literature on this topic is still focused on them. Thus, the most of following
considerations were focused on Gen Y, which should be insightful regarded before being extended
for other nowadays cohorts. It is concluded in addition that visual merchandising technological
actions become themselves influencers in the unique shopping experience, these new technologies
applied to visual merchandising could provide cognitive, emotional, sensory and behavioral values
perceived by the shopper during the buying process
2.3 Bellman et al (1999)
Internet shopping is still in development stage in Bahrain and limited research studies have been
done. But various international studies have been undertaken in other countries. 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, whereas the most important determinant of online
shopping was previous behaviour, such as earlier purchases. Therefore demographic factors are
not much influenced on the purchases.
2.4 Modahl 2000, Kotler and Armstrong (2000)
They stated that persons buying behaviour is influenced by four key psychological factors i.e.
motivation, perception, learning and belief oriented attitude.
2.5 Ankit goel et al (2014)
Its study found that service after sale provided by sellers (online shops) are quite excellent and
what they assure makes buyers comfortable therefore, online shopping getting more success.
2.6 Ather Akhlaq et al (2014)
He concluded that technology is accepting theories of consumer it is helping researchers to know

the demand from global online shopping.
2.7 Prashant Singh (2014)
Made study on consumer’s buying behaviour on Flipkart (India) and found that any e-trailer will
be get success depends on fair policies, brand image and popularity.
2.8 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.
2.9 Monsuwe et al (2004)
A piece of study carried out by collectively provides all the related literature review regarding the
factors that drive consumers to shop online.
As a further step, this paper encompasses the literature review regarding advantages, problems and
consumers’ expectations of online shopping, and examines the perceptions of adopters of online
purchases compared to Internet users who preferred the traditional way of shopping.
3.0 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.
3.1 Alka Kumawat and Tandon (2014)
Made study using questionnaire with 200 customers as a sample. The study revealed that customers
are very satisfied towards online shopping because of the delivery system is working effectively
therefore customers are doing shopping again and again.
3.2 NI, Y. H., & ZHU, L. Y. (2007)
Open-source software poses a serious challenge to proprietary software vendors. “Lock in
customers” seems a tempting strategy for proprietary software vendors, who attempt to lock in
customers by creating switching costs. This paper examines whether such a lock-in strategy will
indeed benefit proprietary software vendors facing competition from open-source software, who
can credibly commit future prices. Developing a two-period duopoly model in which software
products are differentiated and customers are heterogeneous, we find that the lock-in strategy is
actually counterproductive in competing against open-source software. In fact, giving customers
the freedom of choice may end up benefiting the proprietary software vendor. In terms of the
broader effect, we find that lock-in reduces overall social welfare, but certain customers may
actually be better off with it. Finally, we show that the lock-in strategy works differently for
different types of customers in the software market (i.e., foresighted versus myopic customers).
This suggests that customer behaviour could significantly alter the equilibrium strategy of software
vendors.
Chapter III
Research objectives / methodology
3.1 Research Objective
As said in the Introduction that due to increasing globalization; the importance of online business
is increasing and making it more fast and convenient for consumers. So the research question of
this study is how consumers behave while shopping online specifically electronic products?
On the base of research question, the purpose of this research is to identify and get insight into
consumer behavior towards online shopping of electronic goods with respect to India economy,
Identify factors which influence online shopping and consumer behavior to buy the electronics
goods in India; explore the reason behind of less attention of online consumer towards online
shopping of electronics goods in India.
To discover the key factors that influence online buying behavior of consumers.
 To identify the determinants of online purchase intention among customers
 To determine the features which influence customers to do online shopping.
 To find out the best website as per the customers experience
 To find out the problems facing by customers while doing online purchase.
 To discover that what kind of product/services customers like to purchase online.
3.2 Research Methodology

In this chapter, I’ll present how I conducted the research to collect the primary data and reach to
the conclusion of the research and will also explain which different types of methodology that
were used.
The research is of deductive in nature and primary motive is to collect data and analyze it. By
doing it, factors which influence online consumer behavior such as website quality, consumer
concern in online shopping (Privacy, trust factor, delivery and return quality of goods and services)
and consumer characteristics ( demographics, race, culture, technology awareness) will be derived.
Then, we collect primary data with the help of survey. The main purpose of the survey was to
collect data about online purchasing of electronic goods in India and find the main reason of low
ratio of online purchasing of electronic goods in India.
3.2.1 Choice of Methodology
The main purpose of study was to study the consumer behavior who purchase electronic goods in
India with the help of internet. Online consumer behavior is influenced by many factors when
making online purchase. In order to provide good piece of work and build understanding in this
subject we conducted initial research in literature on consumer behavior and e-commerce. We have
reviewed those theories and related studies that had similar areas to focus and give particular
attention to their consequences.
For this research it is decided to use questionnaire approach that would be filled by people in India
especially those people who are in my circle and from the general public from major university
and encourage them to respond on this questionnaire in order to increase the response rate, the
questionnaire is limited to three sheet of A4 paper.
This study is based on exploratory study but developed through exploratory study that’s why
research starts out with gaining knowledge regarding consumer making him the protagonist of
research, followed by consumer behavior and then move towards online consumer behavior. With
the help of this knowledge and theories it will identify those factors that are of importance when
online consumer is making purchasing especially in India. Then this data used in order to find
relationships, means, standard deviation and correlation between these variables.
3.3 Research Approach

There are two types of research approaches commonly used, one is inductive approach and second
one is deductive approach. In Inductive approach, the purpose of research would be to formulate
a theory with the help of data while in deductive approach; the purpose of research would be to
apply theory on gathered data. In inductive way theory would follow data vice versa as in deductive
approach. In this research deductive approach was chosen for the study, research will find out
online consumer behaviour theories and factor affecting the online consumer’s behaviour in
chapter 3 then in chapter 4 collected primary data is explained with questionnaire.
3.4 Research Design
There are two ways to collect data, when collecting data to approach the purpose of a research.
Data collected from any sources that has been published already in any form is known as secondary
data published research or printed material. Secondary Data already exists; it was gathered for
previous purpose. It is not gathered for particular basis study; on the other hand, primary data is
gathered for a particular research. Primary data can be collected through interviews, observations,
experiments and questionnaire.
In research, the main concern is to collect primary data and analyse questionnaire and respondents
in order to analyse factors involved in online shopping of electronic goods and how these are
related to respondents. The primary data is conducted in a way that it will be able to approach the
research and conclude answers to research questions. In Chapter 4, Questionnaire will be explained
in more detail.
3.5 Sample
The factor that intended to examine can be applied to and investigated in Indian population that
uses the internet and buys electronic goods. Since there are time and resource constraint that is
why specific population had been approached in order to generalize the results includes
respondents. The questionnaire was mainly distributed among students of a University. The major
reliance was on the distribution through email and personal contacts. Initially total 100 people
were approached to get response, out of 100, 51 were simply excluded from the research as the
contacted persons have not used the internet for shopping and they have no knowledge or access
to the online shopping so 49 respondents are studied for analysis and research.
3.6 Questionnaire Format

PERSONAL DETAILS: O Male O Female
Gender
Marital status O Married O Unmarried
Age
Educational O School level O UG
Qualification
O PG O Illiterate
Occupational Status O Professional O Farmer
O Self Employed O House wife
Number of Family Member

Number of Earning Member
Family monthly income (in Rs.)
Questions are as follows:

1) In general, you prefer online shopping for which of the electronic product?
2) How much amount you spend for buying electronic product?
3) How do you get motivated for purchasing goods online?
4) How much time do you spend online while shopping?
5) What attributes you see in the electronic goods before purchasing it online (can tick more than
one).
6) Which online website do you prefer for shopping electronic goods?
7) Your frequency for online shopping?
CHAPTER IV
DATA PRESENTATION AND INTERPRETATION
How many respondents are male and female?

Data-
Table 4.1.1 Gender

S.No. Category Frequency Percent Valid Cumulative
Percent Percent
1 Male 27 55.1 55.1 55.1
2 Female 22 44.9 44.9 44.9
Total 49 100.0 100.0 100.0
Fig. 4.1.1
Data Interpretation-
55.1% of the respondents are Male, 44.9% of the respondents are females.
 What is the Marital Status of respondents?

Data-
Table 4.1.2 Marital Status
S.No. Gender Frequency Percent Valid Cumulative
Percent Percent
1 Male 15 30.6 30.6 30.6
2 Female 34 69.4 69.4 100.0
Total 49 100.0 100.0
Fig. 4.1.2
Among the respondents married females have a larger preference towards online purchase
of electronic goods, and males contribute to 30.6%
 What is the age group of respondents?
Data-
Table 4.1.3 Age
S. No. Age Group Frequency Percent Valid Cumulative

Percent Percent
1 0-20 yrs 11 22.4 22.4 22.4
2 20-30 yrs 23 46.9 46.9 69.4
3 30-40 yrs 14 28.6 28.6 98.0
4 40 yrs & Above 1 2.0 2.0 100.0
Total 49 100.0 100.0
Fig. 4.1.3
46.9% of the online shoppers are in the age group of 21 to 30, 28% are in the age group of 30 to
40 and 2% belong to the above 40 age group.
 What is the Educational Qualification of Respondents?

Data-
Table 4.1.4 Qualification of Respondents

Percent Percent
1 Under 20 40.8 40.8 40.8
Graduate
2 Post 29 59.2 59.2 100.0
Graduate
Total 49 100.0 100.0
Fig. 4.1.4
The research was conducted among the literates and graduates thereby the percent of school level
and illiterate is zero. Further 59.2% of online purchasers are post graduates and 40.8% are under
graduates. therefore,
 What is the percent of particular occupation among respondents?
Data-
Table 4.1.5 Occupation
S.No Occupation Frequency Percent Valid Cumulative

Percent Percent
1 Professionals 30 61.2 61.2 61.2
2 Self Employed 3 6.1 6.1 67.3
3 Student 16 32.7 32.7 100.0
Total 49 100.0 100.0
Fig. 4.1.5
61.2 % of the respondents are professionals and along with 6.1 % of self-employed and
32.7% are student shoppers.
 Number of members in the family among the respondents.
Data-
Table 4.1.6 Number of Family Members
S.No. No. Of Family Frequency Percent Valid Cumulative

Members Percent Percent
1 2-4 9 18.4 18.4 18.4
2 4-6 23 46.9 46.9 65.3
3 6 Above 17 34.7 34.7 100.0
Total 49 100.0 100.0
Fig. 4.1.6
Among the respondents 46.9% carried a family of 4-6 members, 34.7% belong to the group
of more than 6 membered family. 18.4% have nuclear family.
 How many earning members are there in a family?
Data-
Table 4.1.7 No. of Earning Members.
S.No. No. Of Earning Frequency Percent Valid Cumulative

Members Percent Percent
1 1-2 16 32.7 32.7 32.7

2 2-3 18 36.7 36.7 36.7
3 3-4 10 20.4 20.4 20.4
4 4 Above 5 10.2 10.2 10.2
Total 49 100.0 100.0 100.0
Fig. 4.1.7
Money being one important impetus behind every decision which we take, similarly it
also affects the online purchase of electronic goods as the earning member of the family
has the responsibility of managing the expenses therefore the number of earning also
effect the decision of people. Family having one to two earning members makes 32.7% of
shoppers, only 36.7% of families have two to three earning members, three to four
members in family contributes to 20.4%, respondents having four and above members as
earning hands have a less % of 10.2.
 What is the percent of Per Month Income among respondents?
Data-
Table 4.1.8 Per Month Income
S.No. Income Frequency Percent Valid Cumulative

Percent Percent
1 20000-30000 2 4.1 4.1 4.1
2 30000 Above 42 85.7 85.7 89.8
3 0 5 10.2 10.2 100.0
Total 49 100.0 100.0
Fig. 4.1.8
41.1% of the respondents monthly income ranges from 20000-30000, 10.2% 10000-20000,
85.7% earns 30000 above.
 Which category of products are preferably purchased by respondents?
Data-
Table 4.1.9 Online Shopping
S.No Products Frequency Percent Valid Cumulative
Percent Percent
1 Mobile 24 49.0 49.0 49.0
2 Computer Products 1 2.0 2.0 51.0
3 Household/ 2 4.1 4.1 55.1
Domestic Products
4 Personal Grooming 13 26.5 26.5 81.6
5 Books 9 18.4 18.4 100.0

Total 49 100.0 100.0
Fig. 4.1.9
Around 49% of the respondents prefer to purchase mobile, 26.5% is the preference of people
towards personal grooming products, 18.4% people purchase books, when it comes to domestic or
household purchase 4.1% people prefer buying them online, while computer products buyers are
least with 2.0%. That means people are giving preference to smart phone over personal Computer.
Respondents gave reason behind that smart phone are easy and a lesser investment then computer
products or any other category of products.
 What amount is maximum spent online?
Data-
Table 4.2.0 Amount Spend

S.No. Amount Frequency Percent Valid Cumulative
Percent Percent
1 Below 10,000 21 42.9 42.9 42.9
2 10,000-20,000 19 38.8 38.8 81.6
3 20,000-30,000 5 10.2 10.2 91.8
4 30,000 above 4 8.2 8.2 100.0
Total 49 100.0 100.0
Fig. 4.2.0
The trust on online shopping for electronic products with high price value is less as the major
portion of purchasers prefer to spend below 10,000 i.e., 42.9%, 38.8% people prefer a range
between 10,000 to 30,000 and only 8.2% people turn to purchase products above 30,000.
 What serves as motivation for purchasing online ?
Data-
Table 4.2.1 Motivation

S.No. Motivation Frequency Percent Valid Cumulative
Percent Percent
1 Through 8 16.3 16.3 16.3
advertisement
2 Recommendation 4 8.2 8.2 24.5
by friends
3 Anything that is not 12 24.5 24.5 49.0
available in market
but available online
4 Because of the 23 46.9 46.9 95.9
attractive schemes
5 By seeing the 2 4.1 4.1 100.0
people who
purchase online
Total 49 100.0 100.0
Fig. 4.2.1
Using app for all ecommerce websites making window shopping easy and also serves as a
motivation. 46.9% respondents use online shopping because of attractive schemes whereas
24.5%respondents use online shopping at the time of requirement of any product which is not
easily available in offline market. Advertisements also play an important role in influencing people
as 16.3% rely on them. Recommendations by friends are also a motivation as it influences 8.2%
people. Least is the amount of people who purchase by looking others that is, 4.1%.
 What amount is maximum spent online?
Data-
Table 4.2.2 Amount Spend

S.No. Amount Frequency Percent Valid Cumulative
Percent Percent
1 Below 10,000 21 42.9 42.9 42.9
2 10,000-20,000 19 38.8 38.8 81.6
3 20,000-30,000 5 10.2 10.2 91.8
4 30,000 above 4 8.2 8.2 100.0
Total 49 100.0 100.0
Fig. 4.2.2
The trust on online shopping for electronic products with high price value is less as the major
portion of purchasers prefer to spend below 10,000 i.e., 42.9%, 38.8% people prefer a range
between 10,000 to 30,000 and only 8.2% people turn to purchase products above 30,000.
Data- What attributes you see in the electronic goods?
Table 4.2.3 Before Purchasing Good

S.no Freque Percent Valid Percent Cumulative
ncy Percent
1 Price 4 8.2 8.2 8.2
2 Quality 3 6.1 6.1 14.3
3 Features 2 4.1 4.1 18.4
4 All Of Above 36 73.5 73.5 91.8
5 Brand Name 2 4.1 4.1 95.9
6 Offers/Discou 2 4.1 4.1 100.0
nt
Total 49 100.0 100.0
Figure no 4.2.3
Data Interpretation:
In this I get to know that (4) people were price quancious before buying online,(3)people were
quality quancious before buying online,(2)people were feature quancious in online
shopping,(36)people were who see all of the above points before buying online,(2)people were
brand quancious in online shopping,(2)people were offers/discount quancious in online shopping.
 Site which is maximum used ?
Data-
Table 4.2.4 Website You Prefer

S.No. Website Frequency Percent Valid Cumulative
Percent Percent
1 Amazon 24 49.0 49.0 49.0
2 Flipkart 19 38.8 38.8 87.8
3 Shopclues 4 8.2 8.2 95.9
4 Myntra 1 2.0 2.0 98.0
5 Bewakoof.com 1 2.0 2.0 100.0
Total 49 100.0 100.0
Data interpretation-
As we all know the motive behind the Amazon Company to start their venture was take products
the last possible home. Just see the manufacturer and product details and the same product will
deliver at your doorstep. Amazon is the most popular site among the users, i.e., 49%, with 38.8%
users of Flipkart. Shopclues is the next site with 8.2% purchaser, myntra and bewakoof.com are
least used sites with 2%.
 What is the Frequency of Online Shopping?
Data-
Table 4.2.5 Frequency For Online Shopping
S.No. Frequency of Frequency Percent Valid Cumulative

Shopping Percent Percent
1 Once a month 13 26.5 26.5 26.5
2 Once in six month 10 20.4 20.4 46.9
3 Once a year 5 10.2 10.2 57.1
4 Whenever 21 42.9 42.9 100.0
required
Total 49 100.0 100.0
Fig. 4.2.5
When respondents were asked about frequency of shopping online, there was unexpected answer
that shows increasing interest of online shopping among the citizen. 42.9% people use online
shopping as routine shopping including i.e., whenever required with 26.5% are once in a month
purchaser, along with 20.4% are once in a 6 month purchaser while there are only 10.2 % people
who purchase goods once in a year through any website. The main reason behind this is
convenience of online shopping.
Factors Effecting Purchase of Electrical products
 Deliver Time.
Data-
Table 4.2.6 Delivery Time

S.No. Category Frequency Valid Cumulative
Percent Percent
1 Most 29 59.2 59.2
Important
2 Important 20 40.8 100.0
Total 49 100.0
Fig.4.2.6
In this we get to know that 59.2% people prefer delivery time as most important in online
shopping, 40.8% people prefer delivery time only important in online shopping
Data-
Table 4.2.7 Brand Image
S.no Frequency Percent Valid Percent Cumulative Percent
1 Most Important 26 53.1 53.1 53.1
2 Important 19 38.8 38.8 91.8
3 Less Important 4 8.2 8.2 100.0
Total 49 100.0 100.0
Fig no.4.2.7
In this we get to know that about (26) people prefer brand most important,(19) people prefer brand
important,(4) people prefer brand less important in online shopping.
Data-
Table 4.2.8 Guarantee
S.no Category Frequency Percent Valid Cumulative

Percent Percent
1 Most Important 33 67.3 67.3 67.3
2 Important 15 30.6 30.6 98.0
Total 49 100.0 100.0
Fig.4.2.8
In this we get to know that about 67.3%people prefer guarantee as most important, 30.6%people
prefer guarantee as important, 2% people prefer guarantee less important in online shopping.
Data-
Table 4.2.9 Privacy Information
Percent Percent
1 Most Important 24 49.0 49.0 49.0
2 Important 21 42.9 42.9 91.8
Total 49 100.0 100.0
Fig.4.2.9
In this we get to know that about 49.0% people consider privacy information more important,
42.9% people consider privacy information important, 8.2% people consider privacy information
less important in online shopping.
Data-
Table 4.3.0 Quality Assurance

Percent Percent
1 Most Important 40 81.6 81.6 81.6
2 Important 8 16.3 16.3 98.0
Total 49 100.0 100.0
Fig. 4.3.0
In this we get to know that 81.6% people consider quality assurance most important, 16.3%people
consider quality assurance important, 2%people consider quality assurance less important on
online shopping.
Data-
Table 4.3.1 Price
Percent Percent
1 Most Important 29 59.2 59.2 59.2
2 Important 18 36.7 36.7 95.9
Total 49 100.0 100.0
Fig. 4.3.1
In this we get to know that 59.2% people prefer price as most important before purchasing, 36.7%
people prefer price as important, 4.1%people prefer price as less important in online purchasing.
Data-
Table 4.3.2 Offers / Discount
S.no Category Frequency Percent Valid Cumulative

Percent Percent
1 Most Important 25 51.0 51.0 51.0
2 Important 20 40.8 40.8 91.8
Total 49 100.0 100.0
Fig.4.3.2
In this we get to know that 51.0% people prefer offers and discount as most important, 40.8%
people prefer offers and discounts important, 8.2%people prefer offers and discount less important
in online shopping.
Data-
Table 4.3.3 Website Visualization
Percent Frequency
1 Most Important 12 24.5 24.5 24.5
2 Important 29 59.2 59.2 83.7
3 Less 8 16.3 16.3 100.0

Important
Total 49 100.0 100.0
Fig. 4.3.3
In this we get to know that 24.5% people prefer website visualization most important, 59.2%
people prefer website visualization important, 16.3% people consider website visualization less
important in online shopping.
Data-
Table 4.3.4 Return Policy

Percent Percent
1 Most Important 37 75.5 75.5 75.5
2 Important 10 20.4 20.4 95.9
Total 49 100.0 100.0
Fig. 4.3.4
In this we get to know that 75.5% people prefer return policy as most important in purchasing
online, 20.4% people prefer return policy as important, and 4.1% people prefer return policy as
less important in online purchase.
Data-
Table 4.3.5 Cheaper
Strongly 3 6.1 6.1 6.1

1
Disagree
2 Disagree 2 4.1 4.1 10.2
3 Neutral 10 20.4 20.4 30.6
4 Agree 28 57.1 57.1 87.8
5
Strongly 6 12.2 12.2 100.0
Agree
Total 49 100.0 100.0
Fig 4.3.5
In this we get to know that(3)people strongly disagree that online products are cheaper then
market,(2)people disagree that online product are cheaper then market,(10) people are
neutral,(28)people agree online are cheaper then market,(6)people were strongly agree.
Data-
Table 4.3.6 Branded Products Are More Expensive
S.no. Category Frequency Percent Valid Cumulative

Percent Percent
1 Strongly 3 6.1 6.1 6.1
Disagree
2 Disagree 2 4.1 4.1 10.2
3 Neutral 10 20.4 20.4 30.6
4 Agree 28 57.1 57.1 87.8
5 Strongly 6 12.2 12.2 100.0
Agree
Total 49 100.0 100.0
Fig. 4.3.6
In this we get to know that 6.1% people strongly disagree that online branded product are
expensive, 4.1% people disagree that online branded products are expensive, 20.4% people were
neutral on this ,57.1% people agree that online branded products are expensive, 12.2% people
strongly agree that online branded product are costly.
Data-
Table 4.3.7 Buy Popular Products

Percent Percent
1 Strongly 11 22.4 22.4 22.4
Disagree
2 Disagree 9 18.4 18.4 40.8
3 Neutral 21 42.9 42.9 83.7
4 Agree 6 12.2 12.2 95.9
5 Strongly Agree 2 4.1 4.1 100.0
Total 49 100.0 100.0
Fig.4.3.7
In this we get to know that 22.4% people strongly disagree that they buy popular product advertise
by celebrities, 18.4% people disagree,42.9% people were neutral,12.2% people were agree,4.1%
people were strongly agree that they buy popular product advertise by celebrities.
Data-
Table 4.3.8 Use Latest Technology

S.no. Category Frequency Percent Valid Cumulative
Percent Percent
1 Strongly Disagree 4 8.2 8.2 8.2
2 Disagree 1 2.0 2.0 10.2
3 Neutral 9 18.4 18.4 28.6
4 Agree 26 53.1 53.1 81.6
5 Strongly Agree 9 18.4 18.4 100.0
Total 49 100.0 100.0
Fig. 4.3.8
In this we get to know that 8.2% people strongly disagree that they try to get updated with latest
technology, 2% people disagree that they try to get updated with latest technology, 18.4% people
were neutral on this,53.1% people were agree that they try to be updated with latest
technology,18.4% people strongly agree.
Data-
Table 4.3.9 Compare Prices
S.No Category Frequency Percent Valid Cumulative

Percent Percent
2 Disagree 3 6.1 6.1 14.3
3 Neutral 16 32.7 32.7 46.9
4 Agree 20 40.8 40.8 87.8
5 Strongly Agree 6 12.2 12.2 100.0
Total 49 100.0 100.0
Fig. 4.3.9
In this we get to know that 8.2% people strongly disagree that they compare prices to find the
lower priced mobile, 6.1% people disagree, 32.7% people were neutral on this, 40.8% people
agree that they compare prices to find lower priced mobile, 12.2% people strongly agree that
they compare prices to find the lower priced mobile.
Data-
Table 4.4.0 Discount / Cashback Offers

Percent Percent
2 Disagree 3 6.1 6.1 10.2
3 Neutral 16 32.7 32.7 42.9
4 Agree 22 44.9 44.9 87.8
5 Strongly Agree 6 12.2 12.2 100.0
Total 49 100.0 100.0
Fig. 4.4.0
In this we get to know that 4.1% people strongly disagree that discount/cashback offers are major
attraction for them to buy online, 6.1% people disagree, 32.7% people were neutral in this, 44.9%
people were agree that discount/cashback offers are major attractions for them to buy online,
12.2% people were strongly agree that discount/cashback are major attraction for them to buy
online.
Data-
Table 4.4.1 Able To Shop Any Time

Percent Percent
1 Strongly 2 4.1 4.1 4.1
Disagree
2 Disagree 5 10.2 10.2 14.3
3 Neutral 17 34.7 34.7 49.0
4 Agree 17 34.7 34.7 83.7
5 Strongly 8 16.3 16.3 100.0
Agree
Total 49 100.0 100.0
Fig. 4.4.1
In this we get to know that 4.1% people strongly disagree that they shop any time of the day, 10.2%
people disagree that they shop any time of the day, 34.7% people were neutral in this, 34.7%
people were agree that they shop any time of the day, 16.3% people were strongly agree that they
shop any time of the day.
Data
Table 4.4.2 Without feel and touch

s.no Frequency Percent Valid Percent Cumulative Percent
Strongly 2 4.1 4.1 4.1

1
Disagree
2 Disagree 19 38.8 38.8 42.9
3 Neutral 12 24.5 24.5 67.3
4 Agree 13 26.5 26.5 93.9
5
Strongly 3 6.1 6.1 100.0
Agree
Total 49 100.0 100.0
Fig no 4.4.2
In this I get to know that(2)people were strongly disagree that they hate buying things without
touch and feel,(19)people were disagree that they hate buying things without feel and
touch,(12)people were neutral in this,(13)people were agree that they hate things without feel and
touch,(3)people strongly agree that they hate things without feel and touch.
Data-
Table 4.4.3 Consider Wide selection Before Purchase
1 Disagree 1 2.0 2.0 2.0
2 Neutral 14 28.6 28.6 30.6
3 Agree 21 42.9 42.9 73.5
Strongly 13 26.5 26.5 100.0

4
Agree
Total 49 100.0 100.0
Fig no 4.4.3
In this I get to know that(1)people disagree that they consider wide selection before
purchase,(14)people were neutral in this,(21)people were agree that they consider wide
selection before purchase,(13)people strongly agree that they consider wide selection before
purchase .
Data-
Table 4.4.4 Try To Get More Information
Strongly 1 2.0 2.0 2.0

1
Disagree
2 Disagree 1 2.0 2.0 4.1
3 Neutral 7 14.3 14.3 18.4
4 Agree 28 57.1 57.1 75.5
5
Strongly 12 24.5 24.5 100.0
Agree
Total 49 100.0 100.0
Fig 4.4.4
In this I get to know that(1)people strongly disagree that always try to get more information about
the product,(1)people were disagree that they always try to get more information about the
product,(7)people were neutral in this,(28)people were agree that they always try to get more
information about the product,(12)people were strongly agree.
Data-
Table 4.4.5 Higher The Price Higher The Quality
Strongly 6 12.2 12.2 12.2

1
Disagree
2 Disagree 17 34.7 34.7 46.9
3 Neutral 14 28.6 28.6 75.5
4 Agree 9 18.4 18.4 93.9
5
Strongly 3 6.1 6.1 100.0
Agree
Total 49 100.0 100.0
Fig 4.4.5
In this I get to know that(6)people were strongly disagree that higher the price higher the
quality,(17)people were disagree that higher the price higher the quality,(14)people3 were neutral
in this,(9)people were agree that higher the price higher the quality,(3)people were strongly agree
that higher the price higher the quality.
Data-
Table 4.4.6 Like Online Shopping & Feel Satisfied
Strongly 1 2.0 2.0 2.0

1
Disagree
2 Disagree 2 4.1 4.1 6.1
3 Neutral 18 36.7 36.7 42.9
4 Agree 24 49.0 49.0 91.8
5
Strongly 4 8.2 8.2 100.0
Agree
Total 49 100.0 100.0
Fig 4.4.6
In this I get to know that(1)people were strongly disagree that they feel satisfied after making an
online purchase,(2)people were disagree that they feel satisfied after making an online
purchase,(18)people were neutral in this,(24)people were agree that they feel satisfied after making
online purchase,(4)people were strongly agree that they feel satisfied after making online purchase.
Data-
Table 4.4.7 Online shopping is enjoyable
Strongly 1 2.0 2.0 2.0

1
Disagree
2 Disagree 3 6.1 6.1 8.2
3 Neutral 18 36.7 36.7 44.9
4 Agree 21 42.9 42.9 87.8
5
Strongly 6 12.2 12.2 100.0
Agree
Total 49 100.0 100.0
Fig 4.4.7
In this research I get to know that(1)people were strongly disagree that online shopping is
enjoyable,(3)people were disagree that online shopping is enjoyable,(18)people were neutral in
this,(21)people were agree that online shopping is enjoyable,(6)people were strongly agree that
online shopping is enjoyable.
Data-
Table 4.4.8 Like to Take Suggestion Before Buying
Frequency Percent Valid Percent Cumulative Percent
Disagree 4 8.2 8.2 8.2
Neutral 10 20.4 20.4 28.6
Agree 21 42.9 42.9 71.4
Strongly 14 28.6 28.6 100.0
Agree
Total 49 100.0 100.0
Fig. 4.4.8
In this I get to know that (4) people were disagree that they take suggestion before buying, (10)
people were neutral in this, (21) people were agree in this that they take suggestions before buying,
(14) people were strongly agree that they take suggestions before buying.
Data-
Table 4.4.9 More Convenient
1 Disagree 2 4.1 4.1 4.1
2 Neutral 12 24.5 24.5 28.6
3 Agree 24 49.0 49.0 77.6
4
Strongly 11 22.4 22.4 100.0
Agree
Total 49 100.0 100.0
Fig 4.4.9
In this I get to know that(2)people were disagree that they feel online shopping more convenient
then going to store,(12)people were neutral in this,(24)people were agree that online shopping is
more convenient then going to store,(11)people were strongly agree that online shopping is more
convenient then going to store.
Data-
Table 4.5.0 Visualization helps to make choices
1 Disagree 2 4.1 4.1 4.1
2 Neutral 14 28.6 28.6 32.7
3 Agree 30 61.2 61.2 93.9
Strongly 3 6.1 6.1 100.0

4
Agree
Total 49 100.0 100.0
Fig 4.5.0
In this I get to know that (2) people were disagree that visualization of the product helps to make
choices,(14)people were neutral in this ,(30)people were agree that visualization of the product
helps to make choices,(3)people were strongly agree that visualization of the product helps to make
choices.
CHAPTER V
REASEARCH FINDING
 In this I find that 55.1% of people were male & 44.9% of people were female who filled
are questionnaire.
 In this I found that 30.6% people were married & 69.4% people were female.
 In this I found that about 40.8% people were under graduate & 59.2% people were post
graduate in my research.
 In this I found that about 61.2% people were professional, 6.1 people were self employed
& about 32.7% people were students in my research.
 In this I found that 18.4% people were between (2-4) family members , 46.9% people were
between (4-6)family members & 34.7% people were above (6) family members in a family
. By this I found that hoe many family members are there in a family during my research.
 In this I found that about 32.7% people were between (1-2) people in a family who earns,
36.7% people were between (2-3) people in a family who earns , 20.4% people were
between (3-4) people in a family who earns & 10.2% people were above (4) who earns in
a family . By this I get to know that how many people are there in a family who earns
during my research.
 In this I found that about 4.1% people were their between (10,000-20,000) rupees who
earns monthly between this range, 85.7% people were there who earns monthly income
between (20,000-30,000) rupees & 10.2% people were there who earns above 30,000
rupees. By this I get to know that how much monthly income people earns during my
research.
 In this I found that about 49.0% people buy mobiles in online shopping, 2.0% people buys
computer products in online shopping , 4.1% people buys household/ domestic appliances
in online shopping & 26.5% people buys personal grooming products in online shopping,
& 18.4% people buys books in online shopping.
 In this I found that about 42.9% people spend below 10,000 rupees in online shopping ,
38.8% people spends (10,000-20,000) rupees in online shopping , 10.2% people spends
(20,000-30,000) rupees in online shopping & 8.2% people spends (30,000) rupees above
in online shopping.
 In this I found that 16.3% people gets motivated through advertisement for online shopping
, 8.2% people gets motivated through recommendation by friend for online shopping ,
24.5% people gets motivated if anything that is not available in market but is online due
this reason they gets motivated for online shopping , 46.9% people gets motivated because
of attractive scheme/ discounts & 4.1% people gets motivated by seeing other people
buying online .By this I get to know that how people are motivated toward online
purchasing during my research.
 In this I found that about46.9% people spend there (15-30 )minutes on online shopping ,
26.5% people spends there( 30-40) minutes on online shopping , 14.3% people spends there
(40-50) minutes on online shopping & 12.2% people are there who spends more then 50
minutes of there on online shopping.
 In this I found that about 8.25% people are there who see prices before buying online ,
6.1% people are there who see quality of products before buying online , 4.1% people are
there who see features before buying online , 4.1% people are there who see brand name
before buying it online , 4.1 people are there who see discount/offers before buying online,
73.5% people are there who see all of the above points before buying online.
 In this I found that 49.0% people prefer to buy from amazon , 38.6% people are there who
prefer to buy from flipkart, 8.2% people are there who prefer to buy from shopclues , 2.0%
people are who prefer to buy from myntra ,2.0% people are there who prefer to buy from
bewakoof.com .
 In this I found that about 26.5% people are there who prefer for online shopping once in a
month , 20.4% people are there who prefer for online shopping once in six month, 10.2%
people are there who prefer for online shopping once a year , 42.9% people are there who
prefer for online shopping whenever they required.
 In this I found that about 59.2% people are there who consider delivery time most
important, 40.8% people are there who consider delivery time important.
 In this I found that about 53.1% people are there who consider brand image most important,
38.8% people are there who consider brand image as important, 8.2% people are there who
prefer brand image as less important.
 In this I found that about 67.3% people are there who consider guarantee as most important,
30.6% people are there who consider guarantee as important, 2.0% people are there who
consider guarantee as less important.
 In this I found that 49.0% people are there who consider privacy information in online
shopping most important, 42.9% people are there who consider privacy information in
online shopping as important,8.2% people are there who consider privacy information as
less important.
 In this I found that about 81.6% people are quality assurance in online shopping,16.3%
people consider quality assurance as important in online shopping, 2.0% people are there
who consider quality assurance as less important in online shopping.
 In this I found that about 59.2% people are there who consider price as most important in
online shopping, 36.7% people are there who consider price as important in online
shopping, 4.1% people are there who consider prices as less important.
 In this found that about 51.0% people are there who consider offers/discounts as most
important in online shopping, 40.8%people are there who consider offers/discount as
important in online shopping, 8.2% people are there who consider offers/discount as less
important in online shopping.
 In this I found that about 24.5%people are there who consider website visualization as most
important in online shopping, 59.5% people are there who consider website visualization
as important in online shopping,16.3% people are there who consider website visualization
as less important in online shopping.
 In this I found that about 75.5% people are there who consider return policy as most
important in online shopping, 20.4% people are there who consider return policy as
important, 4.1% people are there who consider return policy as less important in online
shopping.
 In this I found that about 6.1% people who strongly disagree electronic products as cheaper
as compared to market are,4.1% people are there who disagree electronic product cheaper
as compared to market are, 20.4% people are there who are neutral in this , 57.1% people
are there who agree that electronic products are cheaper as compared to market,12.2 people
are there who strongly agree that electronic products are cheaper as compared to market.
 In this I found that about 10.2% people are there who strongly disagree who consider
branded products are more expensive so I prefer to buy non branded products, 38.8%people
are there who disagree that branded products are more expensive so I prefer to buy non
branded products,32.7 % people were there who were neutral in this , 14.3% people are
there who agree that branded products are more expensive so I prefer to buy non branded
products,4.1 people are there who strongly agree that branded products are more expensive
so I prefer to buy non branded products.
 In this I found that about 22.4 people are there who strongly disagree that they like to buy
popular product advertise by the celebrities, 18.4% people are there who disagree that they
like to buy popular product advertise by celebrities,42.9 people are there who were neutral
in this ,12.2 people are there who agree that they like to buy popular products advertise by
the celebrities,4.1% people are there who strongly agree that they like to buy popular
product advertise buy the celebrities.
 In this I found that about 8.2% people are there who strongly disagree that they try to use
up to date with latest technology,2.0 people are there who disagree that they try to use up
to date with latest technology,18.4 people were there who were neutral in this, 53.1 people
are there who were agree that they try to use up to date with latest technology,18.4% people
are there who were strongly agree that they try to use up to date latest technology.
 In this I found that about 8.2% people are there who were strongly disagree that they
compare prices to find the lower priced mobile, 6.1% people are there who were disagree
that they compare prices to find the lower priced mobile,32.7 people were there who were
neutral in this,40.8 people were there who were agree that they compare price to find the
lower prices mobile,12.2 people were there who were strongly agree that they compare
price to find lower priced mobile.
 In this I found that about 4.1% people are there who were strongly disagree that discounts
/ offers are major attraction for me to buy online,6.1%people are there who were disagree
that discount/offers are major attraction for me to buy online,32.7 people are there who
were neutral in this, 44.9% people were there who agree that discounts/offers are major
attractions for me to buy online, 12.2 people were there who strongly agree that
discounts/offers are major attractions for me to buy online.
 In this I found that about 4.1% people are there who were strongly disagree that I want to
be able to shop any time of the day,10.2% people were there who were disagree that I want
to be able to buy online at any time of the day,34.7% people are there who were neutral in
this , 34.7% people are there who were agree that I want to be able to buy online at any
time of the day, 16.3% people are there who were strongly agree that I want to be able to
shop any time of the day.
 In this I found that about 4.1% people were strongly disagree that they hate buying things
without feel and touch,38.8% people are there who were disagree that they hate buying
things without feel and touch,24.5% people are there who were neutral in this,26.5% people
are there who were agree that they hate buying things without feel and touch,6.1% people
are there who were strongly agree that they hate buying things without feel and touch.
 In this I found that about2.0% people are there who were disagree that they like to consider
a wide selection before making a purchaser,28.6% people are there who were neutral in
this,42.9% people are there who were agree that they like to consider a wide selection
before making a purchase,26.5% people are there who were strongly agree that they like
to consider wide variety of selection before making a purchase.
 In this I found that about 2.0% people are their were strongly disagree that they always try
to get more information about product,2.0% people are there who were disagree that they
always try to get more information about the product,14.3% people are there who were
neutral in this,57.1% people are there who were agree that they always try to get more
information about the product,24.5% people are there who were strongly agree that they
always try to get more information about the product.
 In this I found that about 12.2% people are there who were strongly disagree that higher
the price higher will be the quality,34.7% people are there who were disagree that higher
the price higher will be the quality, 28.6% people were neutral in this,18.4% people are
there who were agree that higher the price higher will be the quality,6.1% people are there
who were strongly agree that higher the price higher will be quality.
 In this I found that about 2.0% people are there who were strongly disagree that they like
online shopping & feel satisfied after making an online purchase, 4.1% people are there
who were disagree that they like online shopping & feel satisfied after making an online
purchase,36.7% people were neutral in this,49.0% people were agree that they like online
shopping & feel satisfied after making an online purchase,8.2% people are there who were
strongly agree that they like online shopping & feel satisfied after making an online
purchase.
 In this I found that about 2.0% people were strongly agree that online shopping is enjoyable
& I feel excited while purchasing online,6.1% people are there who were disagree that
online shopping is enjoyable & feel excited while purchasing online,36.7% people were
there who were neutral in this,42.9 % people were there who were agree that online
shopping is enjoyable & feel excited while purchasing online,12.2% people are there who
were strongly agree that online shopping is enjoyable & feel excited while purchasing
online.
 In this I found that about 8.2% people were there who were disagree that they like to take
suggestions before buying online,20.4% people were there who were neutral in this , 42.9%
people were there who were agree that they like to take suggestion before buying online,
28.6% people were there who were strongly agree that they like to take suggestions before
buying online.
 In this I found that about 4.1% people were there who were disagree that online shopping
is more convenient than going to the store,24.5% people were neutral in this,49.0% people
were there who were agree that online shopping is more convenient then going to
store,22.9% people are there who were strongly agree that online shopping is more
convenient then going to store.
 In this I find that about 4.1% people were there who were disagree that online visualization
of product help to make choices,28.6% people were there who were neutral in this,61.2%
people are there who were agree that online visualization of product help to make choices,
6.1 people were there who were strongly agree that online visualization of product helps to
make choices
CONCLUSION
Conclusion
As per the data and Research shows, People of Invertis University, Bareilly likes to do online
shopping while facing some problem. As per their experience and response, problems are not so
big so they are enjoying the online Shopping. Now days, people of the university are spending
more amount in comparison to last few years that shows the bright future of E-Commerce
This study is mainly focus on the factors from the Internet and examines those factors that affect
the consumer’s online shopping behaviours of the city. The research focus on the Internet
shopping (include the nature of Internet shopping, E-commerce website, and online security,
privacy, trust and trustworthiness) particularly of electronic goods and online consumer
behaviours (include background, shopping motivation and decision making process).
 Those factors were looked at, and examined to reveal the influence at online consumer
behaviours. In addition, the previous researches were used to help researchers understanding
more comprehensively. The information search is the most important factor that helps the
customers find the suitable products or services for their needs. Therefore, the online retailers
have to enhance and improve the information supporting such as provide much detailed product
information and use internal search engine in order to increase the efficient of information
search. For the evaluation stage, customers more think a lot of the reputation from the
Ecommerce website, and the payment security for the purchase stage.
 At the post-purchase stage, the factor of after services which is the most concerned about.
Overall, the factors from the Internet that influenced or prevented online consumer behaviours
need to be carefully concerned by the online retailers, who can utilize the appropriate marketing
communications to support the customer’s purchase decision making process and improve their
performance
RESEARCH SCOPE
Scope of Research Scope
Attitude toward online shopping and goal to shop online are not only affected by ease of payment,
ease of product display, ease of comparison, usefulness, and enjoyment, but also by other factors
like consumer individuality, situational factors, product distinctiveness, previous online shopping
understanding and faith in online shopping. Therefore, understanding who are the ones consuming
and why they choose to use or keep away from the Internet as a distribution channel, is a critical
matter for both e-commerce and retail store owners. The scope of the study is confined only the
Bareilly District with special reference to the customers those who are purchasing goods through
online.
LIMITATIONS
Limitation
There are number of factors that affect the behaviour of online consumers in Indian market. But in
this research, main focus is to study the behaviour of the consumers in the process of purchasing
from online stores. There are many theories and models that identify the consumer. This research
is limiting itself on the scenario to identify consumer behaviour variables in the buying process of
electronic goods in India. Consumer behaviour would be changed according kinds of goods and
products. Therefore, different factors have different importance in the eye of consumer based on
quality and kinds of electronic goods. Therefore, this research limits itself only to consumer
behaviour in online shopping of electronic goods in India.
BIBLIOGRAPHY
Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online buying
behaviour. Communications of the ACM, 42(12), 32-38.
AUTHORS: Juliana Paradinha Sampaio, Welton Fernando Zonatti, Francisco Javier Sebastian
Mendizabal-Alvarez, George Bedinelli Rossi, Julia Baruque-Ramos
NI, Y. H., & ZHU, L. Y. (2007). The Review on Lock-in Theory [J]. Commercial
Research, 10, 002.
Bellman et al (1999)
Modahl 2000, Kotler and Armstrong (2000)
Ankit goel et al (2014)
Ather Akhlaq et al (2014)
Alina Babar et.al (2014)
Ernst and Young (2000)
Alka Kumawat and Tandon (2014)
http://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/journal/articles.asp
x?searchCode=Juliana+Paradinha+Sampaio&searchField=authors
&page=1
x?searchCode=Welton+Fernando+Zonatti&searchField=authors&a
mp;page=1
x?searchCode=Francisco+Javier+Sebastian+Mendizabal-
Alvarez&searchField=authors&page=1
x?searchCode=Francisco+Javier+Sebastian+Mendizabal-
Alvarez&searchField=authors&page=1
http://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/journal/Home.aspx
?IssueID=9208
APPENDIX 1
A STUDY ON CONSUMER ONLINE SHOPPING BEHAVIOUR TOWARDS ELECTRONIC
GOOD
PERSONAL DETAILS: O Male O Female
Gender
Marital status O Married O Unmarried
Age
Educational O School level O UG
Qualification
O PG O Illiterate
Occupational Status O Professional O Farmer
O Self Employed O House wife O Student
Number of Family Member
Number of Earning Member
Family monthly income (in Rs.)
1) In general, you prefer online shopping for which of the electronic product
a) Mobile
b) Computer products
c) Household / domestic appliances (Washing Machine, AC, Refrigeration, TV etc.)
d) Personal grooming
e) Books
2) How much amount you spend for buying electronic products
a) Below 10,000
b) 10,000-20,000
c) 20,000-30,000
d) 30,000 above
3) How do you get motivated for purchasing goods online
a) Through advertisement
b) Recommendation by friends
c) Anything that is not available in market but available online
d) Because of the attractive schemes/ Discount/ offer
e) By seeing other people who purchase online
4) How much time do you spend online while shopping?
a) 15- 30 minutes
b) 30- 40 minutes
c) 40- 50 minutes
d) More than 50 minutes
5) What attributes you see in the electronic goods before purchasing it online (can tick
more than one).
a) Price
b) Quality
c) Features
d) Design of product
e) Brand Name
f) All of above
g) Offers/ Discount
6) Which online website do you prefer for shopping electronic goods
a) Amazon
b) Flipkart
c) Shopclues
d) Myantra
e) Bewakoof.com
f) Others_______
7) Your frequency for online shopping
a) Once a month
b) Once in six month
c) Once a year
d) Whenever required
8) How important are following factors in your online shopping decision (Tick)
Factor Most Important Important Less Important
Delivery time
Brand image
Guarantee
Privacy of information
Quality Assurance
Price
Offers/ Discount
Website Visualization
Return Policy
9) Mark your level of agreement (Tick)
Strongl Disagre Neutral Agree Strong
y e ly
Disagre Agree
e
Online electronic product
cheaper as compared to market
Branded product are more

expensive so I prefer to buy
non branded products
I like to buy popular products

advertised by celebrities
I try to use up to date

technology
I compare prices to find lower

priced mobile
Discount / cash back offers are

major attractions for me to
buy online
I want to be able to shop at any

time of the day
I hate buying things without

feel and touch
I like to consider a wide

selection before making a
purchase.
I always try to get more

information about product
Higher the price higher the
quality
I like online shopping and I

feel satisfied after making an
online purchase
Online shopping is enjoyable

and I feel excited while
purchasing online
I like to take suggestion before

buying online
Online shopping is more

convenient than going to the
store
Online visualization of product

help to make choices

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A PROJECT REPORT ON

A STUDY ON CONSUMER ONLINE SHOPPING BEHAVIOUR TOWARDS

Submitted for partial fulfilment of the requirements for the degree

Under the guidance of-

DR.ARVIND KUMAR SHUKLA

INVERTIS UNIVERSITY , BAREILLY (U.P.)

Serial No. Contents Page No.

1 Cover Page 1 Page

S.no. Title Page No.

1 Table 4.1: Graphical representation of respondents on the basis of gender 19

2 Table 4.2: Graphical representation of respondents on the basis of marital 20

22 Table4.22 Graphical representation of respondents on the basis of offers 40

1 Table 4.1: Graphical representation of respondents on the basis of gender 19

2 Table 4.2: Graphical representation of respondents on the basis of marital 20

22 Table4.22 Graphical representation of respondents on the basis of offers 40

1.2 Consumer Behaviour

1.4 Motivations of consumers to engage in online shopping:

 Trust in online shopping

1.5 Online Shopping in India

2.2 Juliana Paradinha Sampaio, Welton Fernando Zonatti, Francisco Javier

2.3 Bellman et al (1999)

2.4 Modahl 2000, Kotler and Armstrong (2000)

2.5 Ankit goel et al (2014)

2.6 Ather Akhlaq et al (2014)

He concluded that technology is accepting theories of consumer it is helping researchers to know

2.8 According to the Alina Babar et.al (2014)

2.9 Monsuwe et al (2004)

3.0 Ernst and Young (2000)

3.1 Alka Kumawat and Tandon (2014)

 To identify the determinants of online purchase intention among customers

 To determine the features which influence customers to do online shopping.

 To find out the best website as per the customers experience

 To discover that what kind of product/services customers like to purchase online.

3.2 Research Methodology

3.3 Research Approach

3.6 Questionnaire Format

Number of Family Member

Questions are as follows:

How many respondents are male and female?

Table 4.1.1 Gender

2 Female 22 44.9 44.9 44.9

Total 49 100.0 100.0 100.0

 What is the Marital Status of respondents?

 What is the age group of respondents?

S. No. Age Group Frequency Percent Valid Cumulative

 What is the Educational Qualification of Respondents?

S.No. Category Frequency Percent Valid Cumulative

 What is the percent of particular occupation among respondents?

S.No Occupation Frequency Percent Valid Cumulative

 Number of members in the family among the respondents.

S.No. No. Of Family Frequency Percent Valid Cumulative

Table 4.1.7 No. of Earning Members.

S.No. No. Of Earning Frequency Percent Valid Cumulative

1 1-2 16 32.7 32.7 32.7

Table 4.1.8 Per Month Income

S.No. Income Frequency Percent Valid Cumulative

5 Books 9 18.4 18.4 100.0

Table 4.2.0 Amount Spend

Table 4.2.1 Motivation