“A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING” 2024-2025

CONTENTS

SR. NO CONTENTS PAGE NO

1 INTRODUCTION OF THE TOPIC 03-09

2 OBJECTIVE OF THE STUDY 10-11

3 RESEARCH METHODOLOGY 12-17

4 ANALYSIS AND INTERPRETATION OF DATA 18-19

5 LIMITATION OF THE STUDY 20-21

6 RETAIL E-COMMERCE 22-25

7 LITERATURE REVIEW 26-29

8 ANALYSIS AND INTERPRETATION OF DATA 30-49

9 FINDINGS 50-52

10 CONCLUSION 53-54

11 RECOMMENDATION 55-56

12 BIBLIOGRAPHY 57-58

13 QUESTIONNAIRE 59-63

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INTRODUCTION

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INTRODUCTION OF THE PROJECT

The world of internet practically can be considered as an endless market, where a

consumer living in any country of the world can get into a contractual relation with a trader
operating in any other country of the world. From this aspect a cross-border purchase is when the
consumer buys goods from any web trader settled anywhere in the world outside his/her country
of residence. Due to the differences in language and legislation environment, furthermore
sometimes in commercial traditions it is particularly essential to consider whether to buy the
selected product from a web store operated by a foreign trader.

The consumer, in case of Online Shopping can buy the selected product rapidly by doing
some clicks from home or work saving time and energy in spite of the larger distance arising
from the endless and unlimited market offered by the internet. The offers on the internet can be
easily compared, therefore the consumer can buy the product with the most favorable conditions
(price, quality, other discounts) tailored to the individual’s needs. Besides the advantages
however, it is good to know that there may also be risks connecting to online shopping, since the
International Conference on "Research avenues in Social Science” Organize by SNGC,
Coimbatore C-1229 www.ijariie.com 266 conclusion of the contract is done without personal
interaction, and the consumer sitting in front of a computer/screen tends not to think over or
consider his/her intention of buying.
Consumer’s attitude towards Online Shopping refers to their psychological state in terms
of making purchases over the Internet. Online buying behavior process refers to the products
purchased online. The process of online buying behavior consists of five steps and it is similar to
traditional shopping behavior. For instance, consumer recognize the need for buying some
product (book), they refers to the internet to buy online and start to search for the information

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and look for all the alternatives and finally make a purchase which best fits to their needs. Before
making final purchase consumers are bombarded by several factors which limits or influence
consumers for the final decision.

STATEMENT OF THE PROBLEM

An increasing number and variety of firms and organizations are exploiting and creating
business opportunities on the Internet statistics indicate the repaid growth in the field of virtual
shopping. With this emerging field of shopping the interest of marketers is also increasing in
studying what actually motivates consumers to shop online. Fierce competitions among online
sellers have forced them to gain the competitive edge in the field of virtual shopping. As Online
Shopping is a new medium so the consumer behavior in the field of Online Shopping In order to
gain competitive edge in the market, marketers need to know the consumer behavior in the field
of online shopping. So it is important to analyze and identify the factors which influence
consumers to shop online in order to capture the demands of consumers. Other than the factors
which influence consumers to shop online, online shopper’s demography in terms of Age,
gender, income and education is equally important to define their strategies accordingly.
Internet and Information technology have made tremendous contributions for business
transformation witnessed now a days all over the world. This has given birth to E commerce
which encompasses several pre purchase and post purchase activities leading to exchange of
products or service or information over electronic systems such as the internet and the other
Telecommunication networks.
Analyzing the competitive advantage of E-Commerce it is observed that E-Commerce
enables simpler, faster and efficient business transactions. For developing country like India,
E-Commerce offer considerable opportunity for growth.
E-commerce leads to a boon for the current economic downturn. As India’s-commerce
market is worth about Rest 50,000 crores in 2012. About 80% of this is travel related (airline
tickets, railway tickets, hotel bookings, online mobile recharge etc.).
Online retailing comprises about 15%.India has close to 10 million online shoppers
and is growing at an estimated40-45%perannum.
The rapid growth of e-commerce in India is being driven by greater customer choice
and improved convenience.
The company has proposed a plan to launch an online grocery store in the Indian market
for which the project was undertaken was to determine whether on line grocery shopping will

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be beneficial to the user with respect to questionnaire which will be analyzed in three parts.
The project will first study the attitude of customers towards online shopping, also
determining the factors which influence the consumer to purchase goods and service.
The second half of the project will depict the attributes of Online Shopping influencing
the purchase decision by the respondent. It will also determine the issues regarding the online
shopping.
The third part of the project determines the purchase decision with respect to grocery. It
will determine the place preference of grocery shopping with respect to price, quality, variety,
proximity and offers/ discounts.

Categories of e-commerce

As with traditional commerce, there are four principal categories of e-commerce: B2B, B2C,
C2B and C2C.

 B2B (Business to Business) — this involves companies doing business with each other.
One example is manufacturers selling to distributors and wholesalers selling to retailers.
 B2C (Business to Consumer) — B2C consists of businesses selling to the general public
through shopping cart software, without needing any human interaction. This is what
most people think of when they hear "e-commerce." An example of this would be
Amazon.
 C2B (Consumer to Business) — In C2B e-commerce, consumers post a project with a set
budget online, and companies bid on the project. The consumer reviews the bids and
selects the company. Enlace is an example of this.
 C2C (Consumer to Consumer) — this takes place within online classified ads, forums or
marketplaces where individuals can buy and sell their goods. Examples of this include
Craigslist, eBay and Betsy.

Internet is changing the way consumers shop and buy goods and services, and has
rapidly evolved into a global phenomenon. Many companies have started using the Internet
with the aim of cutting marketing costs, thereby reducing the price of their products and
services in order to stay ahead in highly competitive markets.
Companies also use the Internet to convey communicates and disseminate information,
to sell the product, to take feedback and also to conduct satisfaction surveys with customers.
Customers use the Internet not only to buy the product online, but also to compare prices,

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product features and after sale service facilities the will receive if they purchase the product
from a particular store. Many experts are optimistic about the prospect 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-consumer commerce should not lose confidence .It
has been more than a decade since business-to-consumer E-commerce first evolved. Scholars
and practitioners of electronic commerce constantly strive to gain an improved insight into
consumer behavior in cyberspace.
Along with the development of E-retailing, researchers continue to explain E-
consumers behavior from different perspectives. Many of their studies have posited new
emergent factors or assumptions which are based on the traditional models of consumer
behavior, and then examine their validity in the Internet context.

Models of E-commerce
Business-to-Business (B2B):
B2B e-commerce is simply defined as e-commerce between companies. This is the type
of e-commerce that deals with relationships between and among businesses. About 80%of e-
commerce is of this type, and most experts predict that B2B ecommerce will continue to grow
faster than theB2C segment. Egg: indiamart.com,eindiabusiness.com, tradeindia.com etc.
Business-to-consumer (B2C):
Business-to-consumer e-commerce, or commerce between companies and consumers,
involves customers gathering information; purchasing physical goods (i.e., tangibles such as
books or consumer products) or information goods (or goods of electronic material or digitized
content, such as software, or e-books); and, for information goods, receiving products over an
electronic network.
It is the second largest and the earliest form of e-commerce. Its origins can be traced to
online retailing (ore-tailing). Thus, the more common B2C business models are the online
retailing companies such as flipkart.comAmazon.com, snap deal.com etc.
Business-to-Government (B2G):
Business-to-governmente-commerceorB2G is generally defined as commerce between
companies and the public sector. It refers to the use of the Internet for public procurement,

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licensing procedures, and other government-related operations. This kind of e-commerce has
two features: first, the public sector assumes a pilot/leading role in establishing e-commerce;
and second, it is as summed that the public sector has the greatest need for making to
procurement system more effective.
Web-based purchasing policies increase the transparency of the procurement process
(and reduce the risk of irregularities). To date, however, the size of theB2Gecommercemarket
as a component of to tale-commerce is insignificant, as government e-procurement systems
remain undeveloped.
Consumer-to-Consumer (C2C):
Consumer-to-consumer-commerce or C2C is simply commerce between private
individuals or consumers. This type of e-commerce is characterized by the growth of electronic
market places and online auctions, particularly in vertical industries where firms/businesses
can bid for what they want from among multiple suppliers. It perhaps has the greatest potential
for developing new markets.
Online auction site e Bay,Yahoo! Auctions are a couple of examples of C2Cwebsites.
Mobile Commerce in India
Mobile is growing in India with more than 800 million subscribers across the country.
The advancement in terms of adoption of smart phones with 3G enabled services is happening
at a rapid pace. This of course has opened up the gates to mobile advertising, mobile
application development and mobile commerce in India. According to Buzz City’s latest
Report, India is top performing mobile advertising region in the whole of Asia. The growth in
mobile advertising globally is tremendous with ads served on a year-on-year growth of 139%.
With respect to some number crunching, more than 126 billion ads were served in 2011,
compared with 52 billion in 2010.
In India, Mobile Commerce is still in the development phase as the use of mobile phones
for carry in gout transactions is very limited. However, the development is taking place atanice
speed and in the coming years, Mobile Commerce is most likely to make its presence feel as
companies and businesses have started understanding the benefits of Mobile Commerce. Some
of the companies have even incorporated this technology. Airtel, ICICI, Reliance are some of
the companies/businesses that are using this technology as their users are allowed to make
limited purchases from their phones. For now, the users are mainly allowed to pay phone bills,
utility bills, book movie tickets, book travel tickets with their cell phones.
However, more services will be introduced in coming years. Security is one of the main

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concerns of Mobile Commerce as it’s very important to offer secure transactions and this is the
reason why Mobile Commerce is still in the development phase in India.
For now, users are mainly allowed to do Mobile Banking i.e. to access the bank account with a
cell phone in order to pay the utility bills. With the current rate of development, users will be
soon allowed to purchase products, advertise, to take part in auctions and pay bills with the
help of a cell phone, while they are on the move.
Online Shopping In India
The Indian economy is slated to grow byupwardof6 % annually in the next few years
which is among the highest rates of any big emerging economy. And quite a lot of this growth
would been the back of domestic consumption of goods and services.
E-commerce is emerging as a great level given that organized retail is still not ubiquitous
across the length and breadth of the country with large retail chains making up less than 10%
of the market.
E-commerce is helping people in smaller towns in India access quality products and
services similar to what people in the larger cities have access to. Its being fore cast that close
to 60% of online shoppers would come from beyond the top eight large cities by end of this
year.
Increasing internet penetration has helped to expand the potential customer pool.
Internet penetration is onlyabout10%(or about 121 million users) asagainstabout81%in the US
and 36%in China. However this number continues to rise at a consistent pace because of
falling prices for broadband connections.
Indians are also increasingly taking to mobile devices for not only search but shopping
as well. The number of smart phone users is rapidly increasing in India and with 4G services
about to take off it’s expected to get even more people going online. There are currently about
900 million mobile subscribers and this number is expected to touch1.2 billion by
2015. Of these about 27million are estimated to be active mobile internet users. More
importantly, 20%users indicated intent to buy products through their mobile phones as against
the current 4% and this number is expected to only increase in the next two to three
Years.
Innovation is helping-commerce companies break the inertia for Online Shopping by
offering benefits to customers not traditionally available in a brick and mortar store. Business
models include no question asked return policies ranging from 7 days to 30 days, free product
deliveries and the industry dynamics changing “cash on delivery” model. The last innovation

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has really help unlock the potential as people can now order products and pay when they get
physical delivery of the product.
This has been tremendous success because Indians are still reluctant to give their
credit/debit card details online and want to have the psychological comfort that they would
actually get the product once payment has been made. These innovations have led to further
innovations downstream as ancillary businesses are developing to support the so initiatives.
Some companies have begun to develop support mechanisms for the entire cash on delivery
model and are trying to reach the farflung corners of India, including in the interiors where
traditional logistics companies are still not completely present. The logistics companies are also
shoring up their act and have started to build specific verticals and expertise to address the
requirements of e-commerce companies.
Divan Gupta is the Founder and CEO of Kashia Services Pvt. Ltd, a company with
interests in the internet, telecom, healthcare, education and advanced technology businesses
has stated that, acceptance of Online Shopping as a secure shopping mode is has also helped to
increase –commerce up take. Currently only about 10million people do online transactions out
of an approximate population of 200 million credit and debit card holders. However the latest
industry report by First Data Corporation and ICICI Merchant Services indicate that there are
about 150 million users that are ‘ready’ fore-commerce.
More importantly the report indicates that urban Indian consumers are now confident
enough to make online purchases of up to US$500 as againstUS$40-100 in the recent past. So
not only are the numbers of online shoppers projected to increase but there has been a real
increase in the total value being spent online.

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OBJECTIVE OF THE
STUDY

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OBJECTIVES OF THE STUDY

Objectives:
 To study the customer awareness about online shopping
 To investigate the factors effecting customer’s buying behavior towards
 Online shopping.
 To find out the customer satisfaction from online shopping.
 To propose suitable suggestions for enhancing consumers satisfaction
 Through online shopping
 •To show the benefits of online shopping.

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RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY

Research Design

The research was based on assessing consumer behavior. The design was exploratory
study which used closed observation in analyzing consumer behavior.

The study was based on the use of questionnaires. These approaches were used because
they were satisfactory tools for collecting data for the sample population to investigate the topic
under study.

A research design is the arrangement of the condition for collection and analysis of data in
a manner that aims to combine relevance to the research purpose with economy in procedure.

A research design is the specification of methods and procedure for acquiring the
information needed to structure or to solve problems. It is the overall operation pattern or
framework of the project that stipulates what information is to be collected from which source
and be what procedures.

Electronic Sources:
I began my search for electronic sources by using the search engine Google. I used
keywords such as, “online shopping and effects on economy” and “online shopping and its
advantages”. I chose these words because they related to my topic very well. I chose the articles
that I used for my bibliographies by looking through the online sources and seeing if the
information pertained to my subject matter and research question.

Print Sources:
I found my print sources by going to Google Scholar. I used keywords such as, “online
shopping and effects on economy” and “online shopping and its advantages”. I chose the articles
for their excellent relevance to my research question.

Empirical Source:
For my empirical source, I did a survey. I gave the survey to girls on my dorm floor. I
selected the girls for my survey, because they will actually shop and they would be able to
answer the questions in a truthful matter.

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Sources of Data

Both primary and secondary source of data were used in conducting the research.

Primary Sources

In getting primary data there are several approaches available to gathering data. In order
to collect reliable and valid information, the researcher go to the market place and collect data
from different user of student. The method used in collecting the primary data was questionnaire.

Questionnaires

The purpose of using questionnaire was to identify and assess the affect the consumer
behavior. A set of questionnaire was prepared with open – ended questions.

Secondary Sources

The study also made use of secondary data in collecting information. The sources of the
secondary data include books, internet search, articles, and journals among others. This helped to
identify how others have defined and measured key concepts, the data sources that of others used
and this helped to discover how this research project is related to other studies.

Data Collection Instrument

The researcher used questionnaire. The researcher prepared the questionnaires to be

responded by the consumers. The questions were designed to make the purpose of the study
successful after the results have been ascertained. This instrument gave expected information
about the consumer behavior.

Administration of Instruments

Copies of the questionnaire were distributed to consumers at market place. After some
time, the researcher went back and collected the answered questionnaires. The researcher
explained the questions to the respondents thoroughly after copies of the questionnaire were
given them. The purpose of this was to help the respondents to understand the purpose of the
research, and to do away with suspicions, partialities and also to be able to provide their
independent opinions on the questionnaire items given them. To have a valid and reliable data,
the researcher ensured that the questions were well formulated which allows error minimization.

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Data Analysis

The collected data were statistically analyzed, using the pie-chart and tables.
Representations like tables and charts were used to ensure easy and quick interpretation of data.
Responses were expressed in percentages. Data from the completed questionnaire were checked
for consistency. The items were grouped based on the responses given by the respondent. This
method was used because it is the best instrument to identify, compare, describe and reach a
conclusion.

Sampling Design

SOURCES FOR DATA COLLECTION:

(a) Primary Data Collection Sources:

It has been collected by forming a proper questionnaire. Questionnaire is a systematic and

structured manner of collecting data for conducting experiment. The nature of the questionnaire
is very inductive and fundamental. It has been kept in a proper framework to make it clear to the
retailers.

Primary data can be collected in five main ways:

I) Observation

ii) Focus groups

iii) Surveys

iv) Behavioral data

v) Experiments

Among these, ‘survey method’ was selected to collect the primary data. 100 user were
visited & collected the required data relevant to this project.

(b) Secondary Data Collection Sources:

Secondary sources
Information was collected from secondary sources such as customer survey, newspapers
advertisements, newsletters, etc.

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Beside these the use of Internet was also made in collecting relevant information. The data
collected from the above mentioned sources has been adequately structured and used at
appropriate places in the report. The information gathered included:
• Their annual reports.

• Pamphlets.

• Newsletters.

• Pictures.

• Exchange schemes.

UNIVERSE/POPULATION:
 Univariate analysis is the simplest form of quantitative (statistical) analysis. The analysis
is carried out with the description of a single variable in terms of the applicable unit of
analysis. For example, if the variable "age" was the subject of the analysis, the researcher
would look at how many subjects fall into given age attribute categories.
 Univariate analysis contrasts with bivariate analysis – the analysis of two variables
simultaneously – or multivariate analysis – the analysis of multiple variables
simultaneous. Univariate analysis is commonly used in the first, descriptive stages of
research, before being supplemented by more advanced, inferential bivariate or
multivariate analysis.
SAMPLE SIZE
It is the process of selecting representative subset of a total population for obtaining data for the
study of the whole population the subset is known as sample. The sample size is selected for the
study 100 user. The techniques of sampling unit in this study are convenience sampling.

Sampling Technique
Sampling techniques can be broadly classified in to two types:
 Probability Sampling (here the every item in the universe have the equal chance of
inclusion in the sample)
 Non Probability Sampling (Here the item in the sample are deliberately selected by the
researcher)
This project will be based on the non-probability, purposive, quota sampling. As in the
given project the sample will be considered specific to predetermined New Delhi.

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Tools Used for Data Analysis

 bar chart (Bar charts will be used for comparing two or more values that will be taken
over time or on different conditions, usually on small data set)
 Pie-chart (Circular chart divided in to sectors, illustrating relative magnitudes or
frequencies)

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ANALYSIS OF DATA

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DATA COLLECTION
This chapter deals with the methodology adopted in conducting the study. The chapter
is organized as follows; research design, sources of data, population and sampling, research
instrument (data collection technique), administration of instrument and analysis of data.

The project is a systematic presentation consisting of the enunciated problem, formulated

hypothesis, collected facts of data, analyzed facts and proposed conclusions in form of
recommendations. The data has been collected from both the sources primary and secondary
sources.

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LIMITATION

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LIMITATIONS OF THE STUDY

As has been mentioned above no study or project is error free neither is it limited by some
constraints. Following are some of the limitations observed while conducting the project of
education:

 While observing the internal environment at the education, it was felt that the
coordination among various teams and departments was very poor
 No clear cut strategy to approach companies
 There was a conflict between the sectors given for mapping and what actually was
mapped
 A lot of companies were avoided even though there was potential to grow due to their
current size
 The client database prepared in the education was not accessible to all the managers of
the organization, thus creating a lot of confusion and leading to overlapping of work
 The education products were not explained in detail and only a brief overview was given
due to paucity of time
However, these limitations were not very huge roadblocks and hence could be worked upon. The
minimization of limitations can make this project an even better success.

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RETAIL E-COMMERCE

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RETAIL E-COMMERCE

India remains an underdeveloped retail ecommerce market, with digital commerce

accounting for only a small piece of the country’s total retail sales. However, strong growth is
expected over the coming years as increasing numbers of consumers go online for the first time,
largely through smartphones, as explored in a new marketer report.

eMarketer estimates retail ecommerce sales in India will reach $23.39 billion (INR1.500
trillion) this year, an increase of 75.8% over 2015. The forecast period will see strong growth
over the next few years, with sales hitting $79.41 billion (INR5.092 trillion) in 2020.

Despite the strong growth rate, retail ecommerce will account for just 2.5% of total retail
sales in 2016 and 5.0% by 2020. That puts India well behind China, where retail ecommerce will
constitute 18.4% of total sales in 2016. eMarketer expects the annual growth rate of total retail
sales will easily remain in the double digits between 2016 and 2020.

While Western markets, along with China, have seen slowdowns in their economies,
India is expected to experience healthy GDP growth due in part to infrastructure investment and
ongoing economic reforms. In addition, India has a massive population with a relatively young
median age. As this cohort joins the labor force, they will also add to the country’s new,
expanding consumer class.

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India differs from most developed markets, where consumers are making the shift from
desktop to mobile for shopping online; those in the country instead have skipped the desktop
phase altogether. They are increasingly accessing the web for the first time via smartphone, and
therefore have shown a willingness to make purchases on their mobile devices.

India’s status as a mobile-first market is reflected in its retail ecommerce figures.

EMarketer estimates that retail ecommerce sales will total $15.27 billion (INR979.16 billion) this
year, up 96.3% from 2015. Growth will be markedly high throughout the forecast period,
declining to a still-impressive 25.7% by 2020 when ecommerce sales will hit $63.53 billion
(INR4.073 trillion).

Mobile’s share of ecommerce will continue to grow over the new few years, accounting
for 65.3% of all retail ecommerce this year and 80.0% in 2020. The implementation of robust 4G
networks by mobile carriers (which is already underway) will drive increasing digital purchases
made via smartphone. In addition, the declining costs of 4G devices and service plans will make
it much easier for consumers to research, browse and buy on smartphones.

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The number of digital shoppers—those who browse or research products online but who
haven’t necessarily completed a transaction—will also see their ranks grow over the coming
years. EMarketer estimates that digital shoppers in India will total 159.6 million in 2016, a figure
equal to 53.6% of internet users. By 2020, more than three-quarters of internet users, or 352.0
million people, will be digital shoppers.

The number of digital buyers—those who complete a transaction digitally—will also see
a strong increase over the forecast period. In 2016, 130.4 million people in India will make at
least one purchase digitally, which is equivalent to 43.8% of internet users. Digital buyers will
number 329.1 million by 2020, when 70.7% of internet users will have made a purchase online.

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LITERATURE REVIEW

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LITERATURE REVIEW
Review of research report is done to what research works have already been done on
this and related topics or fields, the methodology adopted by them, the findings and conclusions,
the listed scope for further research and so on. Below an attempt is made to review the available
literature related to the topic of this research.
According to Monsuwe, Delleart and Ruyter (2005) there are five external factors to
understand consumer's intention to purchase in the internet which is the consumer personality,
situational factors, product characteristics, previous Online Shopping experiences and the trust in
online shopping. Consumer's trait includes their demographic factors such as age, income,
gender and educational level will lead them to have the intention to shop online .Situational
factors will also lead a consumer to have the intention to shop in the internet such as time
pressure, lack of mobility, geographical distance, need for special items and attractiveness of
alternatives .
Ekeldo and Sivakumar( 2007) This research has two major purposes: developing and testing a
resource‐based framework for entry mode choice and ascertaining the extent to which the
determinants of foreign market entry mode choice in the manufacturing sector apply to foreign
market entry mode choice in the non‐separable service sector The managerial and research
implications of the findings are delineated and directions for future research are offered.
Kim, Lee, and Kim. (2008). In their study on “Factors Affecting Online Search Intension and
Online Purchase Intention” focused on various factors affecting online search intention, which
has been found to be a key predictor of online purchase intention. They concluded that the
utilitarian value of internet information search, hedonic value of internet information search,
perceived benefits of internet shopping, and internet purchase predicted online search intention
quite well. The findings also showed that online search intention positively affect online
purchase intention. The greater the benefits of Internet shopping as perceived by the consumers,
the greater is the intention to use the internet for information search.
Vijayasarathy (2011) examining the relationship between shopping orientation, product types,
and consumer intentions to use the internet for shopping. Irrespective of the product type, the
consumers with home and economic International Conference on "Research avenues in Social
Science” shopping orientations could be expected to use Online Shopping more than those with
local orientations. Moreover, consumer would be more inclined to use the internet to shop for
intangible than tangible products. He also concluded that age, gender, and income have an

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influence on Online Shopping orientations, specifically; younger males with higher household
income would be more likely to engage in Internet shopping.
Sita Mishra (2013) Study examines “Consumers Attitude towards Online Shopping for
clothing” examines the demographic characteristics of online consumers and their attitude
towards Online Shopping behavior for clothing. This study is based on a sample of 200 internet
users in NCR Delhi. The findings show that consumers have positive attitude towards Online
Shopping but low attitude towards online purchase of clothes. The analysis shows that city and
sex do not affect consumers’ attitude but age and income indicates a significant association. The
issue of trust enjoys ability and trial policy seems to be major concerns for the consumers but
convenience and technological advancement play a major role in online shopping.
• Bhatnagar et al. (2014) Suggest that shopping online is perceived to be quite risky. Perceived
risk includes fear of technology use and information overload, feeling of uncertainty and
confusion, feeling of insecurity when engaging in online transactions (e.g. credit card fraud).
Because technology for secure transactions (e.g. online payment) is not yet mature, security and
privacy are major issues that should be addressed satisfactorily in this medium.

• Song and Zahedi(2015) classify website quality elements into five categories according to
their purpose: for promotion, service, informational influence, self-efficacy, and resources
facilitation. These investigators find that each of the five significantly and positively reinforces
the consumers. Perceptions in these factors, which in turn positively influence consumer Online
Shopping attitudes and behaviour.

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ANALYSIS AND
INTERPRETATION OF
DATA

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DATA ANALYSIS & INTERPRETATIONS

Gender

Male Female Total

29 21 50

42%

58% Male
Female

Interpretation: The above diagram depicts that out of the total 50 respondent 42% of the
respondent were female as the objective was to study the consumer behavior with respect to
online grocery, as grocery is more shopped by female respondent..

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Age Brackets
Age
18- 25-
24 30 30 & Above Total

23 19 8 50

25 23

20 19

15

10 8

0
24 30 30 & Above
18- 25-

Interpretation: The above diagram depicts that out of the total 50 respondent 42% of the
respondent were female as the objective was to study the consumer behavior with respect to
online grocery, as grocery is more shopped by female respondent.
 The38 %of the respondent were among30 & above age bracket as these respondents
are well educated and web savvy.
 another 46%of the respondent were ranging from 18-24 age bracket and the
remaining16%were respondent were ranging from 25-30 age bracket, as these
respondents are ready to adapt changes.

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Occupation
Occupation
Service Business Total

31 19 50

38%

Service
62%
Business

Interpretation:
For the research to be successful most of the respondent are working officials who are
educated and web savvy

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Annual Income Level

Annual Income Level

1-5 Lakhs 5-10 Lakhs 10 &above

76 82 42

6%

46%
1-5 Lakhs
48% 5-10 Lakhs
10 & above

Interpretation:
From the above pie chart we can determine that 48 % of the respondent have around5-10 lakhs
of annual income which indicates majority of the respondent have spending power to purchase
grocery items.

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DATA ANALYSIS AND INTERPRETATION

Q.1.Which item you shop online?
Apparels Books Electronic Food Games Music Other

12 7 14 4 8 3 2

16

14

12

10

0
Apparels Books Electronic Food Games Music Other

Interpretation:
 The above diagram depicts that electronic has the highest number transaction in online
shopping.
 Apparels is the second most item sold in the online shopping, along with electronics
appliances like hair dryer, mobile appliances, computer peripherals etc.
 The other items that are sold in the Online Shopping are the apparels which are more
preferred by the female respondent.
 Games are the items that are proffered with the respondent ranging the age bracket
between

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Q.2.How much money do you spent in online shopping?

100-500 500-1000 1000-5000 5000 & above

12 17 9 12

18
16
14
12
10
8
6
4
2
0
100-500 500-1000 1000-5000 5000 & above

Interpretation:
The money spend in Online Shopping is ranging from INR 1000-5000,which
indicates the users are willing to pay more price when there is premium quality
products such as electronics, branded apparels, original music etc.

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Q.3.When do you feel the need to shop online?

Percentage

When I need home delivery 17%

When I want Something Unique& Special 12%

When I need to compare prices 6%

When I don’t have the time to find things in different 10%

markets

Other 5%

18
16
14
12
10
8 17
6 12
10
4
6 5
2
0
When I need When I want When I need to When I don’t have other
home delivery Something compare prices the time to find
Uniques & Special things in different
markets

Interpretation:
 from the above we can depict the factor which motivates the respondent to shop
online is when they need home delivery.
 The other factor which motivates to shop online when they compare prices of
different products at as am place.
 The above graph also determines that people shop online when they don’t have the time
to find things in the market for the product to be purchased.
 Also respondent shop online when they want some unique & special product which
they cannot find in the offline market.

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Q.4. What features in Online Shopping website attracts you?

Design of website Discounts Advertisement Variety Value of
offered money

13 12 16 6 3

18
16
14
12
10
8 16
6 13 12
4
6
2 3
0
Design of website Discounts offered Advertisement Variety Value of money

Interpretation:
 From the above diagram we can determine that people prefer Online Shopping
when discounts offered are offered to them.
 Also the variety of product offering o the customer also forms an important factor
which motivates the respondent to shop online.
 The other factor that motivates the user to shop online is when the product they
purchase is of value of money. Also the design of website along with the
different advertisement promotion motivates the user to shop online.

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Q.5. While shopping what affects your satisfaction the most?

Very Important Somewhat Important Not Important

Website User 23 17 4
Friendly

Cash on delivery 27 29 3

Credit/Debit Card 22 22 3
payment

Offers & Discounts 21 19 1

Free Shipping 29 12 2

29 29
27
30 23
17 2222 2119
25
20 12
15
10
5 Very Important
0
Somewhat Important
Not Important

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Interpretation:
The above diagram depicts that website user friendliness forms an important factor when it
comes to online shopping, more the website user friendliness will determine more number of
visits on a website which will in turn results an increase in the sale truncations for the
particular shopping site.

 Cash on delivery forms an important aspect of the Online Shopping website in Indian
Online Shopping market, the above graph depicts that it does forms an most important
part on the online shopping.
 The other mode of payment gate way through net banking and credit/debit banking
also forms an important part of the Online Shopping website.
 When it comes to tracking of items service in Online Shopping most of the respondent
think that it is an important service which allows the user to track their items in transit.
 When it comes to security aspect of the web sited & password forms an important aspect
of the online transaction. The other aspect order confirmation is the like the shopping cart
where the user gets the list of items he/she is going to purchase which avoids unnecessary
purchase of the product , also forms an important part of the Online Shopping website.
 The above graph depicts that along offers & discounts, free shipping also forms as the
most important factor for the Online Shopping website, which forms a motivating factor
for the user to shop

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Q.6. What are your issues regarding online shopping?

People may select more than one checkbox, so percentages may add up to more than 100%.

No Possibility of Product highly Too much Security Physical

guarantee forgery priced clutter issue examinat
ion
12 13 11 7 5 2

14 13
12
12 11

10

8 7

6 5

4
2
2

0
No Possibility of Product Too much Security Physical
guarantee forgery highly priced clutter issue examination

Interpretation:
The other factor which demotivates the user to shop online is the security
issue, which consists of issues like phishing, hacking of accounts etc.

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Q7.Where do you shop for your product?

Local Kirana Ration Shop Sabzi Mandi Supermarkets

22 7 14 14

25

20

15

22
10

14 14
5
7

0
Local Kirana Ration Shop Sabzi Mandi Supermarkets

Interpretation:
The above graph depicts that most of the respondents shop from supermarket for
grocery items. The reason for shopping from the particular shopping centre can be
depicted below.

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Q.8. If given anoption to buy grocery online will you buy online?

Yes No Maybe

17 22 11

22%
34%

Yes
No

44% Maybe

Interpretation:
 The remaining percent age of the respondent may or may not buy grocery online
due the factors like physical examination and security issues.
 The above graph depicts that around 34%ofrespondent are willing to buy grocery
online if the option is given.

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Q.9.Do you think buying grocery online is beneficial? If yes, why do you think is beneficial?

Yes No Total
34 16 50

32%

Yes
68% No

Interpretation:
 The above diagram depicts that most of the respondent think that buying grocery
is beneficial which can be determined from the next question.
 The remaining respondent thinks that online grocery shopping will be not
beneficial due the factors like forgery products, highly priced products and no
guarantee of the product.

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Q11. If yes, why do you think is beneficial?

Easy to order Variety Discount & Saves time Avoid long

Offers queues
17 12 13 5 3

18
16
14
12
10
8 17
6 12 13
4
2 5
3
0
Easy to order Variety Discount & Offers Saves time Avoid long
queues

Interpretation:
 The above graph depicts that user respondent think that Online Shopping will
be beneficial as it will save their time to shop for grocery items.
 The next relating aspect why consumer will shop grocery online as it will allow
the user to avoid long queues resulting in reduction in time spent in shopping.
 The other factors why online grocery shopping will be beneficial as it will allow
the user to shop all the grocery at a particular place with discounts and offers.

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12. Which type of products you purchase from Online Shopping?

Particulars Number of Respondent Percentage

Skin care products 32 32%

Beauty care products 35 35%

Home care products 13 13%

Food beverages 5 5%

Other products 15 15%

TOTAL 100 100%

35%
35% 32%

30%
25%
20%
15%
13%
15% Series1
10%
5%
5%
0%
Skin care Beauty Home Food Other
products care care beverages products
products products

Interpretation:

The above graph reveals that 35% customer purchase Beauty care products from Online
32% customer purchase Skin care products from Online Shopping Company , 13% customer
purchase Home care products from Online Shopping Company . , 15% customer purchase Other
products from ONLINE SHOPPING Company

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13. How do you feel the purchasing environment in ONLINE SHOPPING Company?

Particulars Number of Respondent Percentage

Excellent 10 10%

Good 22 22%

Poor 50 50%

Very Poor 18 18%

TOTAL 100 100%

18% 10%

22%
Excellent
Good
Poor
50% Very Poor

Interpretation:

The above graph reveals that 22% feel good for purchasing environment in ONLINE
SHOPPING Company, 10% feel Excellent for purchasing environment in ONLINE SHOPPING
Company, 18% feel very poor for purchasing environment in ONLINE SHOPPING Company,
50% feel poor for purchasing environment in ONLINE SHOPPING Company,

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14. Are you satisfied with to join current ONLINE SHOPPING Company?

Particulars Number of Respondent Percentage

Yes 25 25%

No 70 70%

Can’t Say 5 5%

TOTAL 100 100%

5%
25%

Yes
No
70% Can’t Say

Interpretation:

The above graph reveals that 70% user does not satisfied with to join current ONLINE
SHOPPING Company, 25% user satisfied with to join current ONLINE SHOPPING Company.

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15.: Online Shopping Company have Good Quality?

Table No. 15

Particulars Number of Respondent Percentage

Strongly agree 16 16%

Agree 14 14%

Neither agree 55 55%

Disagree 15 15%

TOTAL 100 100%

Graph No. 15

60% 55%

50%

40%

30% Series1
16% 14% 15%
20%

10%

0%
Strongly Agree Neither Disagree
agree agree

Interpretation:

The above graph reveals that good perception comes from 16%, 16% have Strongly
agree perception about the Online Shopping Company and rest by 14% have agree, 15% have
Disagree.

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FINDINGS

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FINDINGS

 Majority (28.3%) of the respondents are preferred to purchase electronic products

through online shopping.

 90% of the respondents felt that delivery time is very important while purchasing through

online.

 68.3% of the respondents are said that reputation of the company is very important while

making purchase decision through online.

 Most (65%) of the respondents said, it is very important that the company should give

proper description about their product.

 Majority (81.7%) of the respondents are said that security is very important while

purchase the product through online.

 53.3% of the respondents are agreed that Online Shopping saves consumer’s time

 48.3% respondents are strongly agreed that Online Shopping enable to shop any day and

anywhere.

 50.0% majority of the respondents agreed that Online Shopping eventually superseded

traditional shopping.

 53.3% majority of the respondents agreed that online price is lower than the actual price.

 From the data collected above we can observe that there is an increase in the number

of respondent in Online Shopping as there is awareness about this concept in the

market.

 Certain parameters which motivates the user to shop online are:

 User friendliness of the website.

 Discounts and offers, offered by the website.

 Cash on delivery form an important gateway in online transaction.

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 Free shipping is the most important factor which motivates the user to shop online.

 Physical examination is the important issues in the Online Shopping which

determines the tangibility of the product.

 The data depicts that supermarket are the preferred shopping destination as it offers all

the basic aspect of the Online Shopping which are price, quality variety, proximity to

home, offers & discounts.

 From the above data collection we can determine most of respondent agree to buy
grocery online if the option is give.

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CONCLUSION

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CONCLUSION

This study investigates the determinants that are responsible for choosing of the online

purchasing portals by the consumers whenever they decide for purchasing products. Furthermore, the

study was taken ahead with the conclusions drawn from the empirical survey and developing

innovations important for the online purchasing portals. The empirical results show that consumers

preferred to accept on line purchasing portals for their purchases whenever they perceived that the

determinants like product preference through the respective purchasing portals, variety options

available in the portals and convenience of Online Shopping and in accordance to their preferences.

This research shows that Online Shopping is having very bright future in India. Perception

towards Online Shopping is getting better in India. With the use of internet, consumers can shop

anywhere, anything and anytime with easy and safe payment options. Consumers can do comparison

shopping between products, as well as, online stores.

 From the above data analysis it can be conclude that consumer buys goods from the Online Shopping

website on the basis of factors like offers and discounts, variety of product available, free home

delivery, website user friendliness and cash of delivery payment option.

 The hypothesis framed for the project Consumer Perception towards Online Grocery Shopping was

“Online grocery shopping stores are beneficial for the consumer”.

 From the above data analysis it can be determined that most of the respondent would agree to buy

grocery online rather than shopping of grocery with the traditional method.

 Out oft he agreed respondent to buy online grocery, most of their spondent would think that it would

be beneficial to shop grocery online on the basis of factors like easy to order, variety, discounts/

offers, saves time and avoid long queues.

 With above analysis we can thus prove the hypothesis to be positive.

 The recommended business operation will not only beneficial for the consumer but also to the firm,

as it allows the firm to maintain its low operating expenses and for the consumer.

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RECOMMENDATION

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RECOMMENDATION

 Consumers should be educated on Online Shopping procedures with proper steps to be

following while online shopping.
 Transactions should be safe and proper security should be assured to the people making
online purchases.
 Government should play a pivotal role in encouraging online shopping.
 E-marketers must give a thought to secure, time saving, information about product and
services factors when they design their online product strategy.
 The study highlights that convenience, accessibility, scope, attraction, reliability,
experience and clarity are the important factors considered by the online shopper.
 Usage of internet includes the consumer’s purchase of product as well as the consumer
intention to secure for product related information while experiencing the new
technology.
 Banking should promote Debit card, Credit card facility in Online Shopping

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BIBLIOGRAPHY

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BIBLIOGRAPHY

Books:
1. Bhatnagar, A, Misra, S., and Rao, H. R. (2000) “Online risk, convenience, and Internet
shopping behavior”, Communications of the ACM (43:11), pp. 98-105.

2. Mishra, Sita (2007), ‘Consumer preference Towards Online Shopping for Clothing,’ The
ICFAI Journal of marketing, Vol. 6, No. 1 pp. 32-39

3. Yulihasri et al (2011) “Factors that Influence Customers’ Buying Intention on Shopping

Online”, International Journal of Marketing Studies Vol. 3, No. 1

4. Lina Zhou (2007)“Online Shopping Acceptance Model — A Critical Survey Of Consumer

Factors In Online Shopping’ Journal of Electronic Commerce Research, Vol 8, No.1,

WEBSITES:
 https://www.questia.com/library/journal/1P3-3333088491/a-study-on-online-shopping-
experience-and-customer
 http://search.proquest.com/openview/7623aa0cfaaa390a1866015e0da0a0a0/1?pq-
origsite=gscholar&cbl=1936345
 https://issuu.com/sanjaykumarguptaa/docs/a_study_on_consumer_perception_towa
 http://ijariie.com/AdminUploadPdf/A_STUDY_ON_CONSUMERS%E2%80%99_ATTI
TUDE_TOWARDS_ONLINE_SHOPPING_c_1229.pdf
 https://www.ripublication.com/gjmmr16/gjmmrv6n1_01.pdf

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QUESTIONNAIRE

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QUESTIONNAIRE

APPENDICES
Name : …………………………………………………………………………
Age : …………………………………………………………………………..
Contact No. ……………………………………………………………………

Address : ………………………………………………………………………

…………………………………………………………....................................

………………………………………………………………………………….

□Male

□Female

Age:-

□18-24

□25-30

□30 and above

Occupation:-

□Student

□Service

□Business

Income Level:-

□1 lakh – 5 lakhs

□5 lakhs – 10 lakhs

□10 lakhs and above

Q1. Which item you shoponline?

□ Apparels

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□ Books

□ Electronics

□ Food

□ Games

□ Music

□ Any other(Please specify)

Q2. How much money do you spent in online shopping? (Rupees)

□ 100 – 500

□ 500 – 1000

□ 1000 – 5000

□ 5000 & above

Q3. When do you feel the need to shop online?

□ When I need home delivery

□ When I want something unique and special

□ When I need to compare prices

□ When I don’t have the time to find things by different markets

□ Any other(Please specify)

Q4. What features in Online Shopping website attracts you?

□ The design of a website

□ Discounts offered

□ Advertisement

□ Variety

□ Value for money

□ Any other(Please specify)

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Q5. While shopping what affects your satisfaction the most?

 Website User Friendly

 Cash on delivery

 Credit/Debit Card payment

 Offers & Discounts

 Free Shipping

Q6. What are your issues regarding online shopping?

□ No guarantee

□ Possibility of forgery

□ Product highly priced

□ Too much clutter

□ Security issue

□ Physical examination

□ Any other(Please specify)

Q7. Where do you shop for items?

□ Local Kirana

□ Ration Shop

□ SabziMandi

□ Supermarkets

Q9. If given an option to buy online will you buy online?

□ Yes

□ No

□ May be

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 “A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING” 2024-2025

Q10. Do you think buying grocery online is beneficial?

□ Yes

□ No

Q11.Ifyes, why do you think is beneficial?

□ Easy to order
□ Variety at one shop
□ Discounts & offers
□ Saves time
□ Avoid long queues
□ Any other(Please specify)
Q12. Which type of products you purchase from Online Company?

a) Skin Care Products b) Beauty Care Products

c) Home care products d) food beverages

e) Other products

Q13. How do you feel the purchasing environment in Online Company?

a) Excellent b) Good

c) Poor d) Very poor

Q14. Are you satisfied with to join current Online Company?

a) Yes b) No c) Can’t Say

Q15. Online Company have Good Quality?

a) Strongly agree b) Agree

c) Neither agree d) Disagree

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