“EFFECT OF AMAZON GREAT INDIAN FESTIVAL ON

CUSTOMERS BUYING BEHAVIOUR: A STUDY AMONG

AMAZON USERS IN TRIVANDRUM’’

PROJECT REPORT
Submitted By:
H.D. GANESH
Register No: RIE18MBA27

Under the guidance of

Prof. SCARIA THOMAS

in partial fulfilment of the requirements

for the award of Degree of
MASTER OF BUSINESS ADMINISTRATION
of
A P J Abdul Kalam Technological University

Department of Business Administration

April, 2020

i
 DEPARTMENT OF BUSINESS ADMINISTRATION

DECLARATION

I, H.D.GANESH, the undersigned, hereby declare that the project titled

“EFFECT OF AMAZON GREAT INDIAN FESTIVAL ON CUSTOMERS
BUYING BEHAVIOUR: A STUDY AMONG AMAZON USERS IN
TRIVANDRUM’’ submitted in partial fulfilment for the award of Degree of
Master of Business Administration of APJ Abdul Kalam Technological
University is a bonafide record of work done by me under the guidance of Prof
Scaria Thomas, Rajadhani Business School, Rajadhani Institute of Engineering
& Technology, Attingal Trivandrum District. This report has not previously
formed the basis for the award of any degree, diploma, or similar title of any
University.

30, April 2020 H.D.GANESH

ii
 DEPARTMENT OF BUSINESS ADMINISTRATION

CERTIFICATE

This is to certify that the report titled “Effect of Amazon Great Indian Festival
on Customers Buying Behaviour: A study among Amazon users in
Trivandrum’’ being submitted by H.D.Ganesh, Roll No: RIE18MBA27, in
partial fulfilment of the requirements for the award of the Degree of Master of
Business Administration, is a bonafide record of the project work done by
H.D.Ganesh of Rajadhani Business School, Rajadhani Institute of Engineering
and Technology, Attingal, Trivandrum, Kerala.

Prof. Scaria Thomas Dr. Rajesh S Pyngavil

Assistant Professor Head of the Department

iii
 ACKNOWLEDGEMENTS

Through this acknowledgement I express my sincere gratitude towards all those

people who helped me in this project, which has been a learning experience.

This space wouldn’t be enough to extend my warm gratitude towards my project

guide Prof. Scaria Thomas, Assistant Professor, Department of Business
Administration, for his efforts in coordinating with my work and guiding in right
direction.

I express my deepest thanks to Prof. Dr. Rajesh S Pyngavil, Head of the

Department, Department of Business Administration, Rajadhani Institute of
Engineering and Technology for the help and support.

I express my sincere thanks to Mr Manoj A.S, Director, Rajadhani Institute of

Engineering and Technology for giving me the essential hand in concluding this
work.

It would be injustice to proceed without acknowledging those vital supports I

received from my beloved classmates and friends, without whom I would have
been half done.

I also use this space to offer my sincere love to my parents and all others who
had been there, helping me walk through this work.

H.D.GANESH

iv
 TABLE OF CONTENT

Table No. Title of the table Page No.

1 INTRODUCTION 01-03
1.1 Background of the Study 03-07
1.2 Industry Profile 08-13
1.3 Company Profile 13-17
1.4 Problem Statement 18-18
1.5 Need and Significance of the Study 18-19
1.6 Scope of the study 19-19
1.7 Objectives of the Study 19-19
1.8 Limitations of Study 19-20
1.9 Organization of the Report 20-21
2 LITERATURE REVIEW 22-33
3 THEORETICAL FRAMEWORK 34-48
4 RESEARCH METHODOLOGY 49-53
4.1 Objectives 49-49
4.2 Hypothesis 49-49
4.5 Research Design 50-50
4.6 Sources of Data 50-50
4.7 Primary and Secondary data 50-50
4.8 Population 50-50
4.9 Sampling Design 51-51
4.10 Sample Method 51-51
4.11 Method of data collection 51-51
4.12 Drafting a Questionnaire 51-51
4.13 Pilot Survey 52-52

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 4.14 Tools Used 52-53
5 DATA ANALYSIS 54-61
5.1 Reliability Statistics 55-55
5.2 Percentage analysis 56-56
5.3 Correlation 57-58
5.4 Regression 58-60
5.5 One-sample T-Test 60-61
6 FINDINGS 62-62
7 RECOMMENDATIONS 63-63
8 CONCLUSION 64
REFERENCES
APPENDIX
APPENDIX- (Questionnaire)

TABLE

Table Title of the table Page

No. No.
5.1 Table of Reliability Statistics 55-55
5.2 Table of Demographic Factors 56-56
5.3 Table of Correlation 57-57
5.4.1 Table of Correlation 58-58
5.4.2 Table of Model summery 59-59
5.4.3 Table of Anova 59-59
5.4.4 Table of Coefficient 60-60
5.5.1 Table of One-sample Statistics 60-60
5.5.2 Table of One-sample test 61-61

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 EXECUTIVE SUMMARY

The study titled “Effect of Amazon Great Indian Festival on Customers Buying
Behaviour: A study among Amazon users in Trivandrum” is done among
Amazon customers in Trivandrum.

This study analyses the influence or effect of Amazon Great Indian Festival on
consumers online purchasing behaviour. It is a seasonal event conducted by
Amazon once or twice every year. During the event humongous offers are
implemented on vide variety of products, to which the consumers will be
attracted towards. Many consumers wait for the event to start in order to make
purchases. Consumers also make unplanned purchases during the event period,
as products are available at huge discounted prices. During the festival time, it
is said that Amazon’s business is double or triple times more than that of normal
period. Even consumers who don’t prefer online shopping also make purchases
from amazon during the event time. Consumers are even ready to spend more
during the event period, which they consider is worth enough.

The research design that used in this study is descriptive research. Research
design is an inevitable part. Because it accelerates the smooth running of the
several research operations and thereby making research as efficient as possible.
To conduct this study researcher prepared a well-structured questionnaire on
5-point Likert-Scale and collected the data from the concerned population.

vii
The necessary data have been collected from both primary and secondary data.
The techniques used for data analysis are Percentage Analysis, Correlation,
Regression and T-Test.

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 CHAPTER 1
INTRODUCTION

Internet has expanded and developed fast during the past years and has
opened up opportunities to reach out to customers through new. Internet offer
possibilities for marketers to reach consumers through online communication
and has therefore effected marketing in a large extent. Marketers can
communicate and interact with their customers through the Internet. The usage
of marketing on the Internet to communicate a message to consumers has grown
and has become to play a significant role in companies promotional mix. The
Internet has been the media which people has adopted and accepted the fastest
and the usage of the Internet has increased. Companies today need to think about
which media channels to use when communicating their marketing to the
audience. Companies that are selling their products or services through
traditional channels will be affected by the Internet as a media whether they
choose it or not.
The invention of internet has created a paradigm shift of the traditional
way people shop. A consumer is no longer bothered about opening times or
specific locations. Customers can purchase products/services at any time
anywhere.
Nowadays, the Internet is being widely used for various purposes and
has become part of daily life. At its inception internet was used as a medium for
communication only but with time it has become a source to learn, entertain and
most recently a medium for the exchange of goods and services between buyer
and seller. The internet now has resulted in a new mode of exchange between
buyer and sellers and has created an alternative for the traditional marketplace.
Shopping through the internet has brought a different dimension to commercial
activities. Compared to traditional shopping, consumers are preferring the
internet as shopping medium because of its characteristics like ability to view

1
and shop at any time from any corner of the world, feature like searching
information about commodities, place a query / review or give purchase orders.
Along with these features, convenience and comparatively lower price are some
additional features resulting in acceptance of internet as a new shopping avenue.
While shopping online, every customer desires convenience, speed,
price benefits, product comparison facility etc. It is not that these features are
not available in traditional shopping methods. But due to changes in life style,
the notions of these features have changed among the buyers. Now individuals
are finding it difficult to shop from traditional channels due to their changed
lifestyle. As a result of all these issues along with the technological
advancements, a new mode of shopping i.e. online shopping also called as
electronic shopping has emerged. The Internet, in the field of shopping, has
brought sea changes in the mindset of customers with reference to convenience,
speed, price, product information and services associated with online shopping.
The internet has provided marketers with a completely new way to create value
for customers and build relationships with them' in the form of online shopping.
Online shopping is the process whereby consumers directly, without an
intermediary service, buy goods or services from a seller in real-time over the
Internet. One way of doing electronic commerce is online shopping. In online
shopping, electronically the sale or purchase of transaction takes place. It is also
referred to as e-shopping where ‘e’ stands for Electronic Shopping. Electronic
shopping is defined as a computer activity/exchange performed by a consumer,
via a computer-based interface, where the consumer's computer is connected to
and can interact with, a retailer's digital storefront to purchase the products or
services over the internet.
An e-shop allows the customer to browse entire range of product or
service offered by e-vendor, view pictures of the products, along with the
complete description of the product specifications, including features and
prices. On online stores with the help of “search” features e-shoppers can easily
search out specific models, brands or items. An online shop is also referred to

2
as, e-shop, e-store, internet shop, webs hop, webstore, online store, or virtual
store. In present time almost all the big retailers are now offering their online
shops. These are also known as e-tailer’s and their online retail shops are
sometimes known as e-tail.

1.1 BACKGROUND OF THE STUDY

The invention of internet has changed the way businesses runs all over the world
(Adnan, 2014). Use of the internet and e-commerce has been growing rapidly
since the last decade (Yörük et al. 2011). Over the internet with a few clicks of
mouse, people can connect with friends and families from distance (Khalil,
2014). The people use the internet for many reasons such as searching product
information, evaluate price and quality, choose services, and transfer payments
(Moshref et al. 2012). In various technologically developed countries, internet
has become an important medium of communication and online shopping.
People can search products and information 24 hours a day over the internet
where a wide selection of products is available (Moshref et al. 2012). In addition
to the popularity of internet, the growth of online shopping business is
increasing every year (Ariff et al. 2013). There has been a move towards online
shopping because of different online factors including convenience, ease of use,
low cost, time saving, various online products and brands, with fast delivery as
compared to shopping physically (Adnan, 2014). Online shopping is the third
most common use of internet after web surfing and email uses (Yörük et al.
2011). Like in all marketplaces, also on the internet buyers and sellers come
together to share products, services, and information (Adnan, 2014). Consumer
can buy the products and services anytime from anywhere and thereby pass over
the limitations of time and place (Adnan, 2014). Online shopping behaviour
consists of buying process of products and services through internet (Moshref
et al. 2012). The buying process has different steps similar to physical buying
behaviour (Liang & Lai, 2000). In a normal online purchasing process, there are
five steps involved. Initially when the consumer identifies his or her needs for

3
a product or service, then one moves to online and search for the information.
After gathering product information, the consumer evaluates the product with
other available options selecting an item according to his/her requirement and
criteria making transaction for selected products and gets post purchase
experience (Kotler, P. 2000). Online shopping behaviour relates to customer’s
psychological state regarding the accomplishment of online buying (Li &
Zhang, 2002).
India had an internet user base of about 354 million as of june 2015 and is
expected to cross 500 million in 2016. Despite being the second-largest
userbase in world, only behind china (650 million, 48% of population), the
penetration of e-commerce is low compared to markets like the united states
(266 million, 84%), or France (54 m, 81%), but is growing at an unprecedented
rate, adding around 6 million new entrants every month. The industry consensus
is that growth is at an inflection point. In India, cash on delivery is the most
preferred payment method, accumulating 75% of the e-retail activities. Demand
for international consumer products (including long-tail items) is growing much
faster than in-country supply from authorized distributors and e-commerce
offerings. Largest e-commerce companies in India are Flipkart, Snapdeal,
Amazon India, paytm. E-commerce has transformed the way business is done
in India. The Indian E-commerce market is expected to grow to US$ 200 billion
by 2026 from US$ 38.5 billion as of 2017. Much of the growth for the industry
has been triggered by an increase in internet and smartphone penetration. The
ongoing digital transformation in the country is expected to increase India’s
total internet user base to 829 million by 2021 from 636.73 million in FY19.
India’s internet economy is expected to double from US$ 125 billion as of April
2017 to US$ 250 billion by 2020, backed primarily by E-commerce. India’s E-
commerce revenue is expected to jump from US$ 39 billion in 2017 to US$ 120
billion in 2020, growing at an annual rate of 51 per cent, the highest in the world.

4
Propelled by rising smartphone penetration, launch of 4G network and
increasing consumer wealth, the Indian E-commerce market is expected to grow
to US$ 200 billion by 2026 from US$ 38.5 billion in 2017. Online retail sales
in India is expected to grow 31 per cent to touch US$ 32.70 billion in 2018, led
by Flipkart, Amazon India and Paytm Mall. Smartphone shipments in India
increased eight per cent y-o-y to reach 152.5 million units in 2019, thereby
making it the fastest among the top 20 smartphone markets in the world. Internet
penetration in India grew from just 4 per cent in 2007 to 52.08 per cent in 2019,
registering a CAGR of 24 per cent between 2007 and 2019. The number of
internet users in India is expected to increase from 687.62 million as of
September 2019 to 829 million by 2021.

Some of the major developments in the Indian e-commerce sector are as

follows:
• In January 2020, Divine Solitaires launched its E-commerce platform.
• In February 2020, Flipkart set up a ‘Furniture Experience Centre’ in
Kolkata, its first offline presence in eastern India.

5
 • In April 2020, Reliance Industries (RIL) started home delivery of
essentials in partnership with local kirana stores in Navi Mumbai, Thane
and Kalyan.
• In April 2020, Swiggy received an additional US$ 43 million funding as
part of its ongoing Series I round.
• In May 2020, PepsiCo India partnered with Dunzo for its snack food
brands that include Lay’s, Kurkure, Doritos and Quaker.
• In May 2020, chocolate maker Hershey India partnered with Swiggy and
Dunzo to launch their flagship online store in order to increase reach.
• In Union Budget 2020-21, Government has allocated Rs 8,000 crore
(US$ 1.24 billion) to BharatNet Project to provide broadband services
to 150,000-gram panchayats.
• In August 2019, Amazon acquired 49 per cent stake in a unit of Future
Group.
• Reliance will invest Rs 20,0000 crore (US$ 2.86 billion) in its telecom
business to expand its broadband and E-commerce presence and to offer
5G services.
• In September 2019, PhonePe launched super-app platform 'Switch’ to
provide a one stop solution for customers integrating several other
merchants’ apps.
• In November 2019, Nykaa opened its 55th offline store marking success
in tier II and tier III cities.

Amazon is the largest internet-based company in the united states.

Amazon.com started as an online bookstore, but soon diversified, selling DVDs,
CDs, video and mp3downloads/streaming, software, video games, electronics,
apparel, furniture, food, toys, and jewellery. The company also produces
consumer electronics notably, kindle, fire tablets, fire tv and phone and is a
major provider of cloud computing services. Amazon has separate retail
websites for united states, United Kingdom & Ireland, France, Canada,

6
Germany, the Netherlands, Italy, Spain, Australia, brazil, japan, china, India and
Mexico, with sites for sri lanka and south east Asian countries coming soon.
Amazon also offers international shipping to certain other countries for some of
its products. In the year 2011, it had professed an intention to launch its websites
in Poland, and Sweden. In early June 2013, Amazon.com had launched their
Amazon India marketplace without any marketing campaigns.

Online offers like Great Indian Festival by Amazon, Big Billion Day by
Flipkart, etc have a huge impact on the customers buying behaviour. Among
this Amazon Great Indian Festival is much more popular.
It is the biggest offer period of the year with mega discounts across
various categories. The e-commerce giant takes care of your savings with online
shopping deals. You get offers on fashion, electronics, accessories, groceries
and more. In addition to the discounts, you can also save with bank offers and
Amazon pay balance offers.
The present study analyses the impact of Amazon Great Indian Festival
on the customers purchasing behaviour.

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1.2 INDUSTRY PROFILE
In this fast changing, dynamic and world of cut throat competition, companies
are trying to lure customers with some or the other competitive advantage. With
the advantage of technology, companies try to give convenience to customers
at their doorstep due to scarcity of time, hectic lifestyle and materialistic world.
Online shopping is one such convenience to customers where they can buy
24 x 7 at their convenience. Online shopping is the process whereby consumers
directly buy goods or services from a seller in real-time, without an intermediary
service, over the Internet. It is a form of electronic commerce. The sale or
purchase of transaction is completed electronically. An online shop, e-shop, e-
store, internet shop, web shop, web store, online store, or virtual store evokes
the physical analogy of buying products or services at a bricks-and-mortar
retailer or in a shopping centre. The process is called Business-to-Consumer
(B2C) online shopping. Nowadays almost all biggies in retail segment are
electronically present on the World Wide Web.
Online marketplaces have significantly reduced financial and reputational
barriers of entry into world market for Small and Medium Enterprises (SMEs).
These marketplaces provide web presence, marketing and payment services
fulfilment and other services. Due to this Small and Medium Enterprises focus
on their core competencies. These SMEs get chance to build a reputation at low
cost relative to the offline environment by the one click feedback of customer
ratings online.
HISTORY OF ONLINE SHOPPING
Today internet has changed the way we shop. In present day one of the most
popular activity on the web is shopping. Online shopping has got tremendous
charm in it as one can shop online at any time, from anywhere. It also offers to
compare the product features and their prices by sitting at home itself. The
history of online shopping dates back to the year 1979.The origin of online
shopping is linked with the invention of videotex being invented in 1979 by
Michael Aldrich in the UK. The term e-commerce was originally generated to

8
explain the process of execution of business activities taking place
electronically by making use of technologies like Electronic Data Interchange
(EDI) and Electronic Funds Transfer (EFT). EDI and EFT are considered as the
backbone of e-commerce. These technologies only, made it possible to
exchange information and execute transactions like the placement of purchase
orders and generation of invoices electronically. 1980 to 1990 was the period of
the growth of e-commerce industry around the world. This growth took place
because of the invention of ATM’s and introduction of debit cards. During this
period the major players which led to the growth of e- commerce include Boston
Computer Exchange, Minitel and Electronic Mall. All these were electronic
marketplace launched by different countries. In the year 1990 biggest
achievement till date of e-commerce took place. In this year Tim Berners-Lee
introduced the first ever web browser known as World Wide Web. In the very
next year, it started using it for commercial benefits. In 1994 Netscape released
a new browser which helped the people visiting any website by typing its name
in navigator browser. Along with this Netscape also issued Secure Sockets
Layer (SSL) encryption to address security issues while doing online
transactions. Another major milestone which took place is the introduction of
PayPal system in 1998. PayPal is the company which provides an alternative
(through the internet) for cash or check payment. As a result of these two
inventions, many European and American businesses created their ecommerce
websites between 1998 and 2000. Some of them were Amazon, e-Bay, Alibaba,
Indiamart. Till the year 2000, a large number of online vendors came in the
industry with the speculation of ever-increasing profit with time. Unfortunately,
in the same year, the e-commerce market went down and many of players were
wiped off from the industry. This downfall even could not stop the ecommerce
industry to grow. Many new players and even the retailers who were having the
brick and mortar stores started offering their products online by means of their
online websites. After year, 2000 to till date the e-commerce industry kept
growing with day by day increasing number of players. Even like an offline

9
business, many big e-commerce companies started acquiring small e-commerce
companies in order to achieve higher levels of profit. Some e-commerce
companies like Amazon have also issued their IPO so early in the year 2011
only. After 2000 various different models of E-Commerce came into existence.
Along with this it has been observed that hundreds of e-commerce services such
as online food ordering, media streaming, online advertising, online
marketplace, brick and mortar retailers, e-commerce payment systems and
online store fronts have emerged.

TIMELINE (Parikh, 2011)

1979: Michael Aldrich invented online shopping in UK
1981: Thomson Holidays, UK is first B2B online shopping
1982: Minitel was introduced nationwide in France by France Telecom and used
for online ordering.
1984: Tesco is first B2C online shopping and Mrs Snowball, 72, is the first
online home shopper
1985: Nissan UK sells cars and finance with credit checking to customers online
from dealers' lots.
1987: Swreg, an online payment processor that is the best Paypal alternative for
global businesses begins to provide software

10
1990: Tim Berners-Lee writes the first web browser, WorldWideWeb, using a
NeXT computer in UK.
1992: Terry Brownell launches first fully graphical, iconic navigated Bulletin
board system online shopping using RoboBOARD
1994: Netscape, US Computer Services Company releases the Navigator
browser in October under the code name Mozilla. Pizza Hut offers online
ordering on its Web page. Netscape 1.0 is introduced in late 1994 SSL
encryption that made transactions secure.
1995: Jeff Bezos, CEO of Amazon Inc., USA launches Amazon.com and the
first commercial-free 24 hour. Internet-only radio stations, Radio HK and Net
Radio in US start broadcasting. eBay is founded by computer programmer
Pierre Omidyar as Auction Web in US.
1998: Electronic postal stamps for people residing in US can be purchased and
downloaded for printing from the Web.
1998: Alibaba Group is established in China. Alibaba Group is a family of
Internet-based businesses which makes it easy for anyone to buy or sell online
anywhere in the world
1999: Business.com sold for US $7.5 million to e-Companies, which was
purchased in 1997 for US $149,000. Business.com helps small-to-medium
enterprises discover, compare and purchase products and services to run their
businesses.
2000: The dot-com bust.
2001: Alibaba.com achieved profitability in December 2001.
2002: eBay acquires PayPal for $1.5 billion. PayPal is the faster, safer way to
send money, make an online payment, receive money or set up a merchant
account.
2003: Amazon.com posts first yearly profit. 2004: DHgate.com, China's first
online b2b transaction platform is established, forcing other b2b sites to move
away from the "yellow pages" model.
2007: Business.com acquired by R.H. Donnelley for $345 million.

11
2009: Zappos.com, an online shoe and apparel store acquired by Amazon.com
for $928 million. Retail Convergence, operator of private sale website
RueLaLa.com, acquired by GSI Commerce for $180 million, plus up to $170
million in earn-out payments based on performance through 2012. GSI
Commerce is an eBay company specializing in creating, developing and
running online shopping sites for brick and mortar brands and retailers.
2010: Groupon reportedly rejects a $6 billion offer from Google. Instead, the
group buying websites plans to go ahead with an IPO in mid-2011. Groupon, is
a deal-of-the-day website that features discounted gift certificates or discount
coupons usable at local or national companies.
Popular Shopping Websites in India:
Online shopping websites completely change the way of shopping. Open the
shopping websites locate the good deals and place the order. If product isn't as
per requirement then return it. the method makes shopping simple and also time
saving.
Here is that the illustrative list of shopping websites available in India:
FLIPKART: This leading Indian company was founded in 2004. Flipkart sells
everything from gift vouchers to electronics to home appliances.
AMAZON: Amazon may be a world’s leading company. It provides wide
selection of products includes fashion, electronics, mobile gadgets, home
appliances alongside the grocery items. In India, Flipkart gives tough
competition to Amazon. big variety of products, best customer service, standard
product return period of 30 days and free shipping on an order above Rs 499 are
the key features of Amazon.
PAYTM: This website started even as mobile recharge app, now Paytm become
the Indian Alibaba. Paytm provides variety of services like mobile recharges,
bill payments, ticket and hotel booking alongside wide selection of generic
products. Paytm offers cash back alongside the discounts, which make it
different from the shopping site. Sometime such cash back make an enormous
difference and save your extra cash.

12
SNAPDEAL: Another Indian website, Snapdeal is at the fourth position.
Consumers can find great deals on the Snapdeal that make it popular. But if you
ask about its customer service then the solution is it gives one among the worst
customer services.
SHOPCLUES: Shopclues is sort of a roadside shopping website that provide
inferior products at cheap rates. it's popular thanks to its discounted and cheap
price. the standard of products is sweet as per its price. If you're trying to find
extreme quality product then Shopclues won't meet your requirements.
MYNTRA: Myntra is at the primary position within the list of fashion online
sites. It offers a good range of garments alongside the accessories. Consumer
can find clothes of each brand on the Myntra. Although Flipkart acquires
Myntra, yet it's a separate online site.

1.3 COMPANY PROFILE

Amazon.com, Inc. is an American multinational technology company based in

Seattle, Washington. Amazon focuses on e-commerce, cloud computing, digital
streaming, and artificial intelligence. It is considered one among the large Four
technology companies, alongside Google, Apple, and Facebook. It has been
mentioned as "one of the foremost influential economic and cultural forces
within the world" also because the world's most precious brand.

13
Amazon is understood for its disruption of well-established industries through
technological innovation and mass scale. It is the world's largest online
marketplace, AI assistant provider, live-streaming platform and cloud
computing platform as measured by revenue and market capitalization. Amazon
is the largest Internet company by revenue in the world. It is the second largest
private employer within the us and one among the world's most precious
companies. The parent company Amazon, Inc. was founded by Jeff Bezos on
July 05, 1994.
Jeff Bezos is an entrepreneur, investor, and philanthropist. He is the founder,
chairman and Chief Executive Officer of Amazon. He acquired his education
(Bachelor of Science degrees in electrical engineering and computer science)
from Princetown University. Prior to launching Amazon, he had worked at Wall
Street, as a computer science profession. He is majorly known for AMAZON-
The world’s largest online retailer and BLUE ORIGIN.
The company started as a web marketplace for books but expanded to sell
electronics, software, video games, apparel, furniture, food, toys, and jewellery.
In 2015, Amazon surpassed Walmart, the most precious retailer within the US
by market capitalisation. In 2017, Amazon acquired Whole Foods Market for
US$13.4 billion, substantially increasing Amazon's footprint as a physical
retailer. In 2018, Bezos announced that its two-day delivery service, Amazon
Prime, had surpassed 100 million subscribers worldwide.

HISTORY
Jeff Bezos founded Amazon in July 1994. He chose Seattle due to technical
talent as Microsoft is found there. In May 1997, the organization went public.
The company began selling music and videos in 1998, at which time it began
operations internationally by acquiring online sellers of books in United
Kingdom and Germany. The following year, the organization also sold video
games, consumer electronics, home-improvement items, software, games, and
toys additionally to other items.

14
In 2002, the corporation started Amazon Web Services (AWS), which provided
data on internet site popularity, Internet traffic patterns and other statistics for
marketers and developers. In 2006, the organization grew its AWS portfolio
when Elastic Compute Cloud (EC2), which rents computer processing power
also as Simple Storage Service (S3), that rents data storage via the Internet, were
made available. That same year, the corporate started Fulfilment by Amazon
which managed the inventory of people and little companies selling their
belongings through the corporate web site. In 2012, Amazon bought Kiva
Systems to automate its inventory-management business, purchasing Whole
Foods Market supermarket chain five years later in 2017.

BOARD OF DIRECTORS
As of September 2020, the board of directors is:

Jeff Bezos, President, CEO, and Chairman

Keith B. Alexander, CEO IronNet Cybersecurity, former NSA Director
Rosalind Brewer, Group President, and COO, Starbucks
Jamie Gorelick, partner, Wilmer Cutler Pickering Hale, and Dorr
Daniel P. Huttenlocher, Dean of the Schwarzman College of Computing at the
Massachusetts Institute of Technology
Judy McGrath, former CEO, MTV Networks
Indra Nooyi, former CEO, PepsiCo
Jon Rubinstein, former Chairman, and CEO, Palm, Inc.
Thomas O. Ryder, former Chairman, and CEO, Reader's Digest Association
Patty Stonesifer, President, and CEO, Martha's Table
Wendell P. Weeks, Chairman, President, and CEO, Corning Inc.

Amazon.com's product lines available at its website include several media

(books, DVDs, music CDs, videotapes and software), apparel, baby products,
consumer electronics, beauty products, gourmet food, groceries, health and

15
personal-care items, industrial & scientific supplies, kitchen items, jewellery,
watches, lawn and garden items, musical instruments, sporting goods, tools,
automotive items and toys & games.[citation needed] In August 2019, Amazon
applied to have a liquor store in San Francisco, CA as a means to ship beer and
alcohol within the city. Amazon has separate retail websites for some countries
and also offers international shipping of some of its products to certain other
countries.
Amazon.com has a number of products and services available, including:

• AmazonFresh
• Amazon Prime
• Amazon Web Services
• Alexa
• Appstore
• Amazon Drive
• Echo
• Kindle
• Fire tablets
• Fire TV
• Video
• Kindle Store
• Music
• Music Unlimited
• Amazon Digital Game Store
• Amazon Studios
• AmazonWireless

16
FUNDING IN AMAZON INDIA:

Amazon founder Jeff Bezos started the company by making a total investment
of $5 billion in Amazon India. It may take several more years to generate profits
for Amazon India, but the founder, Jeff Bezos is quite bullish on India. He is
ready to make more investments, as may be needed for the operations of
Amazon India.

ACQUISITIONS MADE BY AMAZON:

The Parent company Amazon has acquired scores of companies across the
globe, but in India, it has adopted a different strategy for growth. In India,
Amazon has acquired a payments company named Emvantage Payments Pvt.
Ltd. in 2016. Emvantage is an Indian company that offered services similar to
PayPal and has a platform that enabled online merchants to accept credit and
debit cards. Recently, Amazon India has been planning and trying to acquire the
BigBasket, which is India’s biggest online food and grocery store, offering more
than 18,000 products.

COMPETITION FROM HOME-GROWN E-COMMERCE

COMPANIES:

Amazon India has been facing cut-throat competition from various local e-
commerce companies such as Flipkart and Snapdeal. Still, the primary
competition for the Indian e-commerce market is currently between Amazon
India and Flipkart only. The Indian e-commerce market is expected to touch
$50 billion in sales by 2020, so both Amazon India and Flipkart Company
profile are aggressively trying to grab a larger market share.

17
STATEMENT OF THE PROBLEM

Online offers like Great Indian Sale by Amazon, Big Billion Sale by Flipkart,
etc have a huge impact on the customers buying behaviour. Among this Amazon
Great Indian Sale is much more popular.
The present study analyses the impact of Amazon Great Indian Sale on the
customers purchasing behaviour.

NEED AND SIGNIFICANCE OF THE STUDY

Festive shopping is an exhaustive affair. The shopping list remains long and
you've got to go to a number of various outlets to urge your hands on everything
that you simply want, before it runs out. Online shopping portals provide the
solution with thousands of options at the click of a button.
In the run up to the festive month featuring Navratri and Diwali, online shopping
majors like Flipkart, Amazon, Myntra, Snapdeal and Shop clues are ready with
lucrative offers and discounts. Amazon will hold the Great Indian Festival
during festive season Online shopping’s convenience factor clubbed with
massive discounts and a swathe of product offerings has slowly captured India’s
large urban offline shopping community, even during festival season.
During these sales, major discounts and deals are offered to consumers and
every one e-commerce players vye to capture the very best market share. E-
tailers have tapped on the change in consumer behaviour. It seems almost
nostalgic when frequenting different shopping destinations and markets was the
well-liked thanks to buy goodies and gifts during the festive seasons.
During the offer period, the consumers purchasing behaviour varies a lot from
usual time. They get attracted to the humongous offers for different products,
they tend to make unplanned purchases, they will be ready to spend more during
the offer period, which they consider is worth enough. The purpose of the study
is to better understand the consumer online purchasing behaviour and its

18
influencing factors during Amazon Great Indian Festival time. This study
provides suggestions to researchers and practitioners in the industry.

SCOPE OF THE STUDY

The study has been done to study the effect of Amazon Great Indian Festival on
consumers online shopping behaviour and factors influencing their purchase
intensions. Data was collected from Trivandrum city. Changes in the purchasing
behaviour of the consumers during Great Indian Festival were analysed by the
researcher. They are consumers wait for the event to start in order to buy
products at a discounted price, the consumers purchase for quantity on products
during the event period, and the consumers are ready to spend more during the
event, which they found as worth enough.

OBJECTIVES OF THE STUDY

• To understand the effect of Amazon Great Indian Festival in purchasing

behaviour of the customers.

• To understand whether the of customers are ready to spend more during

Amazon Great Indian Festival.

• To study the level of customer satisfaction during Amazon Great Indian

Festival.

LIMITATIONS OF THE STUDY

The study is to analyse the effect of Amazon Great Indian Sale on Consumers
buying behaviour. From the time of problem identification stage to the report

19
writing, the researcher had come across various constraints and these are listed
below.

• The researcher had a very limited time for conducting the study.

• The study mainly focuses on Trivandrum district and hence generalizing

it in the global scenario can have significant change in results

• The study was conducted during the COVID-19 pandemic situation,

hence limiting the resources

ORGANIZATION OF REPORTS

CHAPTER 1 covers the core areas of the report: the introduction, background
of the study, need and significance of the study, statement of the problem,
objective, scope of the study and the limitation.

CHAPTER 2 contains the literature review which are secondary sources and
includes the current knowledge including substantive findings as well as
theoretical and methodological contributions related to the topic.

CHAPTER 3 covers the Theoretical Framework where the Concepts and

related theories regarding the topic are included.

CHAPTER 4 covers the research methodology of the study. It contains

hypothesis, research design, and source of data, pilot survey and the drafting of
questionnaire. Here, data analysis techniques are used.

CHAPTER 5 covers data analysis and interpretation part. Analysis is made

from the data obtained through questionnaire.

20
CHAPTER 6 covers the findings and suggestion drawn from the data analysis
and interpretations.

CHAPTER 7 covers the recommendations of the study; it is the output of the

study.

CHAPTER 8 covers the conclusion of the study.

21
 CHAPTER -2
LITERATURE REVIEW

1. Dr. Parveen Maan, (2018) concludes in his research that Online

shopping has become extremely popular over the last decade. But still the
most of the customers prefer to shop from the physical market. In this
category, mostly the students are involved. Utilized mostly by the "Next
Generation", this service is extremely convenient. Although online
shopping can be very convenient and beneficial there are also some
potential problems that can arise. Consumers are seen to exhibit different
buying behaviours when shopping online than the physical store”. He
explains that “this makes it imperative that retailers study the behaviour of
consumers and make changes in order to remain profitable and successful.
The results indicate that the respondents mostly from working segment are
adopting the modern shopping methods and have perceived online
shopping in a positive manner

2. Mohammed Anisur Rahman et al. (2018), Bangladeshi

online shoppers are young (mostly below 40 years) similar to other parts of
the world. They do online shopping because it saves time, offers home
delivery, provides ease in shopping and offers more variety of products for
apparels, accessories, and ticketing than that of brick and mortar stores.
They mostly rely on price and their experience as the basis of the quality
judgment of items in online shopping and for payment system they prefer
cash on delivery option. Most of the shoppers get the information primarily
from Facebook advertisements which are pursued by friends and family by
following their “word of mouth” communication. However, privacy and
inability to touch and feel are the most disliking factors for online shoppers.

22
 These findings of our study have both theoretical and practical
implications”.

3. Priyanka Sharma (2017) performed a research study on

Consumer Behaviour towards Online Shopping in Bhiwani City, Haryana.
The main objective of the research was to identify the relationship of
demographic factors that influence online shopping, to study the
preferences of the consumers toward online shopping and the satisfaction
level of the consumers while they shop online. The sample size of the
research was 100 respondents. After the data analysis and interpretation,
the researcher found out that the internet has given huge scope for
businesses through online. The people having an annual income below Rs
2,50,000 opts cash on delivery and above Rs 2,50,000 opts online payments
options. The most of the people having annual income below Rs 4,50,000
spends between 1500- 3000 per month for online shopping. People having
annual income above Rs 4,50,000 spends above 3000 per month for online
shopping. The Majority of the respondents buys from flipkart.com which
is one of the most popular online shopping platforms in India. The main
barrier is the safety of payment and privacy issue in the process of online
shopping. Sellers have to make proper strategies to increase the consumer’s
level of trust with them.

4. Pawan Kumar, Kanchan (2017) performed a research study

to understand Online Shopping Behaviour among Students in Ludhiana,
Punjab, India. The main objective of the research was to understand the
online purchase behaviour of youth in India and to study the factors which
contribute to online shopping. The sample size of the research was 400
respondents from Ludhiana city. As a result of data analysis, the researchers
found that students are those who mostly go for online shopping. There are

23
 several factors such as quality of products, delivery time, products checking
on the spot, return policy etc. which customer look before online shopping.
So the online retailers must be aware of these factors to be successful and
retain the customers.

5. M. Dhanalakshmi, M. Sakthivel, M. Nandhini (2017)

performed a research study on Customer Perception towards Online
Shopping in Salem. The main objective of the research was to study the
customer perception towards online shopping at Salem district. The sample
size of the research was 150 respondents. The researchers had adopted
random convenience sampling technique to gather the data. The researchers
conclude that the consumer’s perception of online shopping varies from
person to another and the perception is limited to a certain extent by the
availability of the proper connectivity and the exposure to the online
shopping has to be improved to make the customer satisfied. The perception
of the consumer also has similarities and difference based on their personal
characteristic usage based on their needs and demand. The study reveals
that most the students are attached to the online shopping and hence the
elder people don’t use online shopping much as compared to the younger
ones, so awareness has been fashioned in the coming era. Finally, the
researchers suggested that the online transaction should be flexible for the
customers who perceived in shopping.

6. Dr. T. Thirupathi and I. James (2017) performed a research

study on Eshopping becoming popular now days. Even though some
problems are identified from the online shopping, still it is convenient and
beneficial from the respondent’s point of view. The research study reveals
that specifically the younger generations are mostly and frequently engaged
in process of online shopping. No doubt, the factors viz., quality, discount,

24
 simple payment methods, less expensive are the factors influenced the
online buyers and account for consumer satisfaction.

7. Ashwini. N, Manjula. R (2016) performed a research study on

“An Empirical Study on Consumers Perception towards Online Shopping”.
The main objective of the research was to understand the key motivators
for consumers to search and shop online. It also investigates how different
types of online buyers perceive a website differently. The sample size of
the research was 40 respondents. The findings of the proposed research
work are as follows as that online consumer concerns about lack of
opportunity to examine the products prior to purchase are regarded as
specific factor affecting the online buying decision. Also Customer goes
online very often to compare the prices and features of the various branded
products and services. Then Most of the respondents say online shopping
helps them quick accessibility of a wide variety of products. Cash on
delivery and easy replacement are one of the advantages of online
shopping. Finally, the researcher concludes that Online shopping enables
the customers to buy from any part of the world at any time providing better
opportunity and also benefits like cash on delivery, easy replacement,
convenience, fast refund, time saving and secured Delivery of the product,
confidentiality, etc. The site enables them to browse before they shop, and
to research the product so they have more confidence in what they are
buying.

8. Manisha Kinker, N.K. Shukla (2016) performed a research

study to understand the Consumer Behaviour towards Online Shopping of
Electronic Goods in Bhopal and Jabalpur city. The main objective of the
research was to study in detail about consumer Behaviour towards online
shopping of electronic goods, to study consumers expectations of online

25
 stores, to find out factors that influences the consumers towards online
shopping and to analyse the consumers wants and needs in Bhopal and
Jabalpur city. The sample size of the research was 40 respondents of Bhopal
and Jabalpur city. The researcher found out Time Saving, Product Quality,
Product Price, Convenience, Accessibility, Shop Anywhere and Anytime
as the main factors that influence customers attitude towards online
shopping of electronic products. The secondary factors that influences
customers attitudes towards online shopping of electronic products are
technological factors, assured quality, cash on delivery and various
promotions and discounts. The attitude towards online shopping is different
in Bhopal and Jabalpur city.

9. Lakshmi. S. (2016) performed a research study regarding Consumer

Buying Behaviour towards Online Shopping. The main objective of the
research was to understand online shopping importance and consumer
buying Behaviour in online shopping. The researcher explained how online
shopping and consumer Behaviour is important and closely related. She
also explained the factors affecting consumer Behaviours in the online
channel, which are personal characteristics, psychological characteristics,
social characteristics and cultural characteristics. Some other factors that
influence of online shopping decision are Motivations, Convenience, Price
visibility, New design, Saves travel time, Website security, Easy payment,
Cash on delivery and Free home delivery. Finally, the researcher concludes
that the convenience and trust were the most essential factors for consumers
when they decide to shop online. Buying online can be of great benefit to
the consumer in terms of convenience, saving time and money.

10. Dr. A. T. Jaganathan, et, al (2016), performed a research

study on consumer’s perception on online shopping and found that it varies

26
 from person to another and the perception is limited to a certain extent with
the availability of the proper connectivity and the exposure to the online
shopping has to be improved to make the customer satisfied. The perception
of the consumer also has similarities and difference based on their personal
characteristics usage based on their needs and demand. The study reveals
that mostly the students are attached to the online shopping and hence the
elder people don‟t use online shopping much as compared to the younger
ones, so awareness has been fashioned in the coming era. Finally, we are
suggested that the online transaction should be flexible for the customers
who perceived in shopping

11. Nausherwan Raunaque, Md. Zeeshan, Md.Azam

Imam, (2016), their research proposed, “While online shopping
customers generally have trust issues which include the fear of losing
money and expecting a product of substandard quality”. In order to deal
with the money and trust concerns of the customers, several regulations
have been implemented to satisfy customers, needs which help in building
trust of the customers on the online marketing. Due to improvement in these
policies customers feel free and secure to shop online and participate in
online purchasing process. Easy refund and return policies, money back
guarantee schemes are a few of important factors which help in improving
the customers assurance and hence the perception towards online

12. Pritam P. Kothari, Shivganga S. Maindargi (2016)

performed a research study on A Study on Customers Attitude towards
Online Shopping in India and its Impact: With Special Reference to Solapur
City. The main objective of the research was to highlight the factors which
online Indian customers keep in mind while shopping. The sample size of
research was 100 respondents from Solapur city. The researcher had used

27
 sampling method and Krejcie and Morgan formula to calculate the sample
size. After the data analysis and interpretation, the researcher found that
occupation of consumers is independent of Purchase habit of consumers in
online shopping. Finally, the researcher concluded that the future of online
shopping in India looks very bright. Online shopping gives customers best
alternatives to save money and time. Companies Offers detail product
information, easy mode of payment, facility of comparison of price and
very important completely hassle-free shopping experience. The Success
of online shopping depends on its popularity, its brand image and its unique
promotional policies.

13. S. Aruna, A. John William (2015) performed a research study

on Consumer Behaviour towards Online Shopping in Coimbatore District.
The main objective of the research was to analyse the shopping Behaviour
of online shoppers and to identify the successful online shopping. The
sample size of the research was 384 respondents. From the result, the
researchers found out that people mostly prefer online shopping over
traditional shopping because of the technological developments and its
convenience. Even though it is convenient there are various factors such as
price, quality of the product and delivery time which customers look before
shopping. So, the online retailers must be of aware of these factors to be
successful and retain the customers. The final result from the study is that
online shopping is growing rapidly in a positive manner.

14. Sonal Kala (2015) performed a research study regarding Behaviour

of Customers towards Online Shopping in India. The main objective of the
research was to find the relationship between various characteristics of
online shopping and customer purchase Behaviour. The sample size of the
research was 100 respondents (50 Male Students and 50 Female Students)

28
 from Jaipur national university. After the data analysis, the researcher
concludes that Consumers buying behaviour when shopping online is from
when they are shop in a physical retail store. There is no significant
difference between the response of male and female students of Jaipur
National University.

15. S. Aruna, A. John William (2015) performed a research study

on Consumer Behaviour towards Online Shopping in Coimbatore District.
The main objective of the research was to analyse the shopping Behaviour
of online customers and to identify the successful online shopping. The
sample size of the research was 384 respondents. From the data analysis,
the researcher concludes that people mostly prefer online shopping than
traditional shopping because of the technological features. It has become
popular and is extremely convenient. Even though it is convenient, there
are various factors such as price, quality of the product and delivery time
which customers look before shopping online. So, the online retailers must
be of aware of these factors to be successful and retain the customers. The
final result from the study is that, online shopping is growing rapidly in a
positive manner. By removing little flaws, it can be even more successful.

16. G.R.Shalini, K.S.HemaMalini (2015) conducted a research

work on Characteristics of Online Shopping and their Consumer Intention
towards the Purchase of Online Products in the Chennai city. The sample
size of the research was 320 respondents from Chennai city. The researcher
had used Stratified sampling and simple random sampling methods. The
nature of the study was exploratory and descriptive because both primary
and secondary data have been used. The study reveals that there is positive
relationship between the website characteristics and attitude, trust and
intention towards online purchasing.

29
17. Renuka Sharma, Kiran Mehta, Shashank Sharma
(2014) performed a research work on to understand the Online Shopping
Behaviour of Indian Consumers. The main objective of the research was to
understand the online buying behaviour of consumers in India and to get
information about the scope of improvement in online shopping platforms.
The sample size of the research was 120 respondents. After the data
analysis, the researcher found out that Indian customers are also getting
addicted to the online shopping and they do like various features of online
shopping like cash on delivery, convenience, wide variety of choices, etc.

18. Prashant Singh (2014) performed a research work on Consumer’s

Buying Behaviour towards Online Shopping, a study of Flipkart.com user’s
in Lucknow City. E-retailers give consumers the best way to save money
and time through purchasing online within the range of budget.
Flipkart.com offering some of the best prices and completely hassle-free
shopping experience. The whole concept of online shopping has altered in
terms of consumer’s purchasing or buying behavior and the success of E-
tailers in India is depending upon its popularity, its branding image, and its
unique policies.

19. Prof. Ashish Bhatt (2014) performed a research work on

Consumer Attitude towards Online Shopping in Selected Regions of
Gujarat. It was stated that online shopping is gaining popularity among
people specially the younger generation but in today scenario to become
equally popular among all age groups e-marketing will have to cover a
longer distance. As per study mode of payment is depended upon income

30
 of the respondents. People from different age groups are doing online
shopping regularly. The attitude of consumers is changing with the time. In
a country like India, consumers are finding online shopping very
comfortable because of many variables like cash on delivery, customization
or personalization of the websites, home delivery etc.

20. Pratiksinh Vaghela (2014) performed a research study on

Consumer Perception towards Online Shopping. The main objective of the
research was to study the perception of the customers towards online
shopping and also discriminate this perception gender wise. The sample
size of the research was 150 respondents from Varachha region Surat. The
author had used tools like tabulation, chi-square test, frequency
distribution, cross tabs, and charts with the help of the Statistical Package
for Social Sciences (SPSS) software for analysis purpose. After the
analysis, finally researcher concludes that most of the customers were
perceived that online shopping is better option than manual shopping and
most of the customers were satisfied with their online shopping
transactions. Customers are accessing their net at their home and office/
college. Largely customers are buying clothe, electronics items and
accessories.

21. Gagandeep Nagra, R. Gopal (2013) performed a research

study to understand the Factors Affecting on Online Shopping Behaviour
of Consumers. The main objective of the research was to identify the impact
of Demographic factors impacting on-line shopping Behaviour of
consumers with special emphasis on Age, Gender, Education, Income
Possession of internet, Frequency of online purchase, Motivation drives for
online purchase. The sample size of the research was 70 respondents. The
researcher had used “ANNOVA” method for the analysis of data. After the
data analysis, the researcher concludes that the gender does impact

31
 Possession of internet and Frequency of online purchase of consumer‟s
occupation is a demographic variable which does not impact any of the
variable. The respondents had perceived online shopping in a positive
manner. On-line shopping in India is significantly affected by various
Demographic factors like age, gender, marital status, family size and
income

22. Dr. M.Rajesh and G. Purushothaman (2013), study

conclude that, online shopping has becoming more popular day-by-day
with then increase in the usage of (WORLD WIDE WEB) known as www.
understanding the consumer's attitudes towards online shopping, making
improvement in the factors that influence consumers to shop online and
working on factors that affect consumers to shop online will help marketers
to gain the competitive edge over others. 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 the hypothesis
framed for the project “Consumer Perception towards Online Shopping” is
beneficial for the consumer.

23. Chandra and Sinha, (2013), considered that, today the fresh and
latest styles of retail shopping are online shopping. It has at the present been
adopted all over the world as well as India. In a lot of other countries this
shopping way is still not as well known or accepted, and though the
knowledge of online shopping in India is now commencement to boost
quickly.

32
24. Bashir, (2013), concluded that E-commerce has completely life very
easy and innovative of individuals and groups; Consumer Behaviour in
online shopping is different from the physical market anywhere he has right
of entry to see the product, revealed that Consumers, all over the world, are
more and more shifting from the packed supplies to the one click online
shopping format.

33
 CHAPTER- 3
THEORETICAL FRAMEWORK

ONLINE SHOPPING BEHAVIOUR

Online Shopping behaviour may be a quite individual’s overall perception and

evaluation for product or service during online shopping which could end in bad
or great way. Previous studies have defined that behaviour may be a multi-
dimensional construct and has been conceptualized in several ways (Li &
Zhang, 2002). Many scholars measure the consumer’s behaviour through
different dimensions. consistent with Gozukara et al. (2014), the primary
dimension refers to consumer’s attitude towards a utilitarian motivation
(convenience, variety seeking, and the quality of merchandise, cost benefit, and
time effectiveness). The second-dimension states about hedonic motivation
(happiness, fantasy, escapism, awakening, sensuality & enjoyment), and Baber
et al. (2014) mentions the third one as perceived simple use, and usefulness.
Another dimension covers perceived risk which determine consumer’s
behaviour towards online shopping.

Furthermore, Li & Zhang (2002) mentioned that there are two differing types
of perceived risk involved in determining consumer’s behaviour during online
shopping process. it's further described because the first category of perceived
risk involved in online product and repair i.e. financial risk, time risk, and
merchandise risk while the opposite category of perceived risk involved in e-
transactions including privacy and security (Li & Zhang, 2002). Many
researchers (Kumar & Dange, 2014; Samadi & Nejadi, 2009; Hassan et al. 2006;
Subhalakshami & Ravi, 2015) argued that perceived risk like financial risk,
product risk, non-delivery risk, time risk, privacy risk, information risk, social
risk, and private risk have a negative and significant effect on consumer’s online

34
shopping behaviour. Another dimension of consumer’s behaviour is trust and
security on e-retailers, Monsuwe et al. (2004) suggested that positive shopping
experience builds consumer’s trust on e-retailers and reduces the perceived risk.

Factors influence online consumer’s behaviour.

Kumar & Dange (2014) mentioned that there are two components of perceived
risk that are involved in online shopping which are uncertainty and therefore the
significance of the results of particular purchase. Uncertainty is related to the
possible outcomes of positive or negative behaviour and undesired results of
these consequences. Uncertainty is also linked with the possible loss of cash
while making a financial transaction for a specific product on the internet
(Kumar & Dange, 2014). Financial transactions on the internet are linked to
various risk factors (Adnan, 2014). Furthermore, Adnan (2014) mentioned that
the customers perceive different risk factors before transferring money to online
merchant. These factors could be financial loss, security and privacy. Naiyi
(2004) claimed that different dimensions of perceived risk like e-retailer source
risk, purchasing process & time loss risk, delivery risk, financial risk, product
performance risk, asymmetric information risk, and privacy risk regarding
online shopping intentions have negatively impacted consumer’s online
shopping behaviour.

CONCEPTUAL MODEL

The following conceptual model is developed on the idea of prior researches

presented into the literature review regarding external online shopping factors.
the aim of conceptual model is to look at the web shopping behaviour of
Uppsala University students and other people visiting University’s library at
Gotland campus. This model examined the connection between independent

35
and dependent online shopping factors. supported the presented literature, the
independent factors are perceived risk (financial risk, product performance risk,
and no delivery risk), psychological factors (trust and security), and website
design factor while dependent factor is consumer’s online shopping behaviour.

Although this sort of conceptual model is employed in several prior studies to

live the consumers’ online shopping behaviour, there are several independent
online shopping factors which influence consumer’s online shopping behaviour.
it's hard to live all online shopping factors in one model, so this research paper
measures and analyzes only five independent online factors which influence
consumer’s online shopping behaviour. By examining these selected factors, it
also reveals the limitation of this conceptual model.

It is mentioned above about the selection of five online factors that have been
chosen after reading the relevant literature in the field of consumer’s behaviour
in online shopping. These factors are further described in the following section.

FINANCIAL RISK

A recent study was conducted by Kumar & Dange (2014) where the aim are to
research different dimensions of perceived risk that influence the consumer’s
online shopping behaviour. The results of study revealed that online shopping

36
perceives risk with regard to financial risk, time risk, social risk, and security
risk as they influenced more online consumer’s attitude towards online
shopping. On the opposite hand, an equivalent two online buying risk factors
are financial risk, and security risk that have influenced on non-online shoppers.
Furthermore, their study has found two additional barriers of psychological risk
and physical risk among nonbuyer.

Another recent study was conducted by Babar et al. (2014); they used a
Technology Acceptance Model to look at the various factors influence
customers’ intention to buy online. This study has investigated the influence of
usefulness, simple use, financial risk, and attitude towards online shopping. The
findings indicate that financial risk have a negative impact on the attitude
towards online shopping where the rationale states that consumer have a fear of
monetary loss and security concern over the web shopping. Gozukara et al.
(2014) research claimed that the perception of risk played an important role to
create the connection between purchase intentions and hedonic motivations.
Furthermore, the study concluded that perceived risk had a negative impact on
consumer’s intention toward utilitarian motivation. In contrast, the perceived
risk had no negative impact on influencing consumer’s intention toward hedonic
motivation.

In this study ‘’Perceived risk in apparel online shopping’’ Almousa (2011)

investigated the impact of perceived risk dimensions in apparel online shopping.
supported the knowledge of an online survey and picked up empirical data from
300 respondents, the study revealed perceived risk dimensions which didn't
have an equivalent impact on apparel online shopping behaviour. Significantly,
performance risk, and time have broader impact than privacy and social risk in
contrast financial risk and psychological risk haven't any significant influence
on consumers’ online shopping behaviour.

37
Samadi & Nejadi (2009) conducted a study and located the effect of perceived
risk level among online shoppers and store buyers. during this study, the
connection was measured among past positive shopping experiences, perceived
risk, and future intention to get within online shopping environment. The
findings of study indicated that online shopper perceived higher risk in contrast
to store buyers. They found that financial risk, physical risk, convenience risk,
and functional risk had more significantly affected consumer’s behaviour in
online shopping environment. Among them, financial risk had a negative effect
to influence consumer’s intention to buy online. Consumer had a fear to lose
money over the web shopping. Further study indicated that prime perceived risk
led to attenuate intention to buy online in future as compared to less perceived
risk that cause higher intentions to shop for online.

PRODUCT PERFORMANCE RISK

Masoud (2013) conducted a study on Jordan’s online consumers. The aim of

this study has been to examine the perceived risk (financial, product, time,
delivery, and information security) on online purchasing behaviour in Jordan.
The study conducted a survey of 395 online buyers and customers to investigate
the hypothesis of research. He selected the customers that had previous
experience of online shopping, and the study chose the most popular online
stores in Jordan. The study result showed that four perceived risk (financial,
product, delivery and information) had negatively affected online purchasing
behaviour. Moreover, the study indicated that there was no significant effect of
time and social risk on online purchasing among Jordanian consumers.

Yeniçeri & Akin (2013) argued that product risk is related to the poor
performance of a product or brand especially when the performance of a product
or brand does not meet the desired expectations. It is due to consumer’s
inefficiency to assess the good quality of product or brand in online stores.

38
Furthermore, they explained that the consumer’s skills to assess the product or
brand are limited in online site due to non-availability of physical inspection of
a product including touching, brand colors, inaccurate information of product
features which results in an increase of the product performance risk. Ji et al.
(2012) studied the consumer attitude towards the online shopping environment
and focused on the impact of different perceived risk to different products. After
generating the results from regression coefficient, the study found that there is
a negative effect of product performance when the consumer buys not
standardized products like clothing while there is a positive effect when the
consumer shops standard products like cell phones.

DELIVERY RISK

Hong (2015) suggested that the merchandise delivery risk had a positive effect
if consumer ordered the product from a reliable online merchant, thus customers
find ways to approach trustworthy online sellers to scale back the merchandise
delivery risk. During purchasing from reliable online merchant, the buyer feels
safe and secure from undesired product delivery problems. Adnan (2014)
indicated that the merchandise delivery had a negative impact on consumer’s
buying behaviour. Furthermore, Adnan (2014) suggested that online merchants
should provide insurance coverage to online buyers if an item isn't delivered to
the buyer in time. Consumers fear to not receive products in time or delay in
delivery which results in a high product delivery risk (Yeniçeri & Akin 2013).

Moshref et al. (2012) aimed to look at ‘’An analysis of things affecting on online
shopping behaviour of consumers’’ in an Iranian perspective and determined
the impact of varied perceived risk factors (financial risk, product risk,
convenience risk and non-delivery risk) in online purchasing behaviour. to look
at the hypothesis of this study, they chose different online stores in Iran and

39
distributed 200 questionnaires among randomly selected online consumers.
Their study concluded that two perceived risk (financial, and non-delivery) had
negatively affected online shopping behaviour of Iranian consumers while other
perceived risk (domain specific innovativeness and subjective norms) had a
positive effect on online shopping behaviour of Iranian consumers.

According to Koyuncu & Bhattacharya (2004), many purchasers had less

intention to buy online due to the involvement of delivery risk. The results of
the study found that individuals who buy online once every week or make
several online purchases during a month had negative impact of product
delivery risk, in contrast to those that do online shopping but once a month -
that they had a positive impact of product delivery.

TRUST & SECURITY FACTOR

According to Ariff et al. (2013), psychological factor like trust associated with
the extent of the protection an internet site provides and keeps customer’s
personal information safe. Furthermore, Ariff et al. (2013) mentioned that trust
and security had a crucial and positive affect on consumer’s attitude in online
shopping. Yörük et al. (2011) conducted a study among Turkey and Romanian
consumers’ online shopping behaviour and located that in online shopping
environment, trust and security factors were the main obstacles for consumers
to not shop online. They preferred to travel around markets to buy products
through physical inspections especially Turkey’s consumer are more socialized
and luxuriate in to travel to bazaars and spend hours in the shopping malls.

Roman (2007) argued that the safety factor indicates consumer’s belief
regarding online shopping also because the security of consumer’s financial
information which shouldn't be compromised or shared with a 3rd party in

40
online shopping context. Ahuja et al. (2007) research claimed that the trust and
security are main obstacles for consumers to not shop online. According to
Elliott & Speck (2005), trust is a crucial factor and broadly affects the web
shopping attitude thanks to online advertisement and online site that takes time
to download webpages associated with consumer’s concern towards online
security which can steal personal information.

Monsuwe´ et al. (2004) research claimed that the breach of consumer’s trust
results in negative attitude toward online shopping. On the opposite hand,
keeping consumer’s personal information safe and secure results in more
positive attitude toward online shopping. Thus, the trust was an important
psychological factor which affects the intentions of consumer to buy online. A
study by Grabner-Kraeuter (2002) identified two dimensions of trust related
issues: ‘’System dependent uncertainty and Transaction-specific uncertainty’’
in online shopping environment, the study used economic model of trust and
concluded that the trust is more important and basic factor for the reduction of
uncertainty and complexity of monetary transactions and relationship.

WEBSITE DESIGN FACTOR

Suwunniponth (2014) examined the factors that driven consumers’ intention in

online shopping. the character of the study was qualitative and quantitative. He
determined the various online factors like website design, perceived simple use,
perceived usefulness, and trust influence consumers’ intentions to buy online.
the info was collected through questionnaire and thorough interviews. it had
been collected within the sort of a questionnaire through 350 experienced online
consumers in Bangkok, Thailand then descriptive analysis and path analysis
were used to scrutinize the info . The study revealed that the web site perceived
simple use and usefulness. The trust had significant influence on the consumers’
intention to buy online. The results found that the web site had significant effect

41
on the consumer’s online shopping attitude and online consumer prefers to
possess a user-friendly website in online shopping environment. The study
concluded technology acceptance factors and trust that had significant
relationship with intentions towards different products and services and also
towards intended behaviour to shop.

Adnan (2014) aimed to research the influence of various dimensions of

perceived risk, perceived advantages, psychological factors, hedonic
motivations, and website design on online shopping behaviour. The study
distributed 100 questionnaires to online buyers in Pakistan. The research found
that perceived advantages and psychological factors had a positive influence on
the consumers’ intentions to buy online while perceived risk had a negative
impact on the consumers’ attitude toward online shopping. Other factors like
website design and hedonic motivations had not any significant impact on the
consumers’ intentions to shop online. Hassan & Abdullah (2010) tried to work
out the influence of independent variables website design, trust, internet
knowledge, and online advertising consumer’s online shopping behaviour. He
used a questionnaire survey and it had been filled in by online customers and
test the hypothesis. The results of the study indicated four independent (website
design, trust, internet knowledge, and online advertising) variables where online
shopping had a positive correlation. Furthermore, the research claimed that
website quality had significant impact on online shopping. The research
suggested that the planning of internet sites should be easy to use, convenient,
time saving, easy to load webpage, simple navigation. The comfort of
employing a web page will increase the probability of revisiting increase.

Osman, et al. (2010) investigated the web consumer behaviour towards online
shopping and used convenience sampling method. The study adopted self-
constructed questionnaire and was distributed among 100 undergraduates of
University Putra Malaysia. The study examined the four different parts and

42
factors of online shopping attitude like students’ socio demographic
background, website quality, purchase perception and attitude. The results of
the study revealed that website quality purchase perception, gender and
academic background had direct impact on consumer’s attitude towards online
shopping. The findings of study indicated that an honest website quality has
different dimensions of accurate information, quick launch of webpage, and
website connection fast to online shopping. Furthermore, they argued that 77%
respondents were willing to shop for through an honest and top quality website
design while 76% online consumers agreed to shop for through safe and
straightforward to use website design.

Lepkowska-White (2004) conducted a study on ‘’Online Store perception: the

way to Turn Browsers into Buyers?’’. The study distributed a questionnaire
survey among New England consumers and selected 231 online adult browsers
and 311 online adult buyers. The study claimed that the web browsers as
compared to online buyers were less attractive towards internet shopping. the
explanations and concerns for internet browsers were the standard of website
design.

Li & Zhang (2002) conducted a study supported 20 empirical articles. the aim
of the study was to scrutinize the impact of website quality on e-commerce.
supported content analysis of these studies their research findings indicated that
website design had positively and significantly influenced consumer’s attitude
towards online shopping. On the opposite hand, they also found that website
design had two different segments which consumer perceived in website design
that were hygiene and motivation. Furthermore, they mentioned privacy and
security, easy navigation of website, and complete information associated with
hygiene segment. The absence of hygiene results in dissatisfaction of
consumer’s need as compared to enjoyment, quality, cognitive outcome, user
empowerment, and e-retailer information that's linked to motivation segment in

43
website design. These factors of motivation segment increase the worth of
website design and satisfied consumer’s need. In short, an honest and appealing
website design can be helpful for consumers to form their e-shopping easy and
smooth. On the opposite hand, a low-quality website design might be a barrier
for consumers to not shop online.

ONLINE CONSUMERS IN TERMS OF DEMOGRAPHIC

Consumer demographic is also an important factor in online shopping

environment. This study will therefore also explore the demographic factors like
age, gender, income, and education and will try to know who online consumers
are in terms of demographic segmentations. Nagra & Gopal (2013) found in a
study that gender, age, income had a significant impact on consumers' online
shopping behaviour while profession had not a significant impact. Previous
studies have shown that people of different age with different income categories
had different attitude towards online shopping (Richa, 2012).

According to a study by Richa (2012), ‘’ the impact of Demographic Factors

of Consumers during online shopping behaviour: A study of Consumers in
India’’. The author used a questionnaire survey and distributed them in five big
cities of India and the empirical data was collected from 580 respondents. The
conclusion of the research showed that the different and important demographic
characteristics like gender, marital status, family size, and income had positive
impact on online shopping in India. Similar research done by Suki (2011) about
‘’Gender, Age, and Education: Do they really moderate online music
acceptance?’’. An empirical survey was conducted to test the hypothesis of
study and 200 questionnaires were distributed among early adopter of music
listeners. The study results showed young people aged 25 or more and male
with good education were strongly affected by perceived playfulness and the
ease of use towards online shopping of music.

44
Following section covers major predictor and exogenous variables reported in
different studies.

DEMOGRAPHICS CHARACTERISTICS

Online buyers have different characteristics with varying motives to buy online,
consequently have been extensively studied, in the context of attitude,
behavioral intention and adoption of online buying with respect to different
categories of products and different cultural settings. The factors what
characterize the consumer demographic profile: age, sex, occupation, education,
family status, income, living conditions and life expectancy (Andersone &
Gaile-Sarkane, 2009). Age, education and profession have been reported to
have significant impact against other variables- income, gender and ethnicity.
Regarding gender there is no consensus e.g. Chinese male and female
consumers hold similar online shopping intentions (Wen Gong & Maddox,
2011). Same is found even in developed countries. Yet, few reported males
more likely to shop online (Cha, 2011). Interestingly, different online buying
motives have been reported for both the gender. In the same Chinese study age
and Perceived risk were not found significantly different, but income and
marital status were found to have influence on online buying intentions.
Contrary to other findings married with children are more likely to buy online
as compare to singles or married with no children. Which is consistently found
in other studies as well (Brown, Pope, & Voges, 2003). Students as online
buyers have been studied (Al-Swidi, Behjati, & Shahzad, 2012).

TRUST, RISK AND SECURITY

To overcome the inherent limitation of employing different IS-adoption models

which have their foundations in TRA other related psychological theories,
construct of trust, risk and security concerns have been strongly established in

45
the online buying literature. “Online trust” has been reported to be an integral
component of customer purchase intention in the context of both developed and
developing countries (Thamizhvanan & Xavier, 2013). Perceived trust has been
reported as positively influencing intention, adoption and continuation
behavior. Other equally important, extensively studied and found as predictor
variables are- risk (having inverse relation) and privacy & security concerns.
Online security concern varies over the product category bought online (Cha,
2011).

SOCIAL INFLUENCES

Subjective norm is defined as ―the perceived social pressure that most people
who are important to him/her think he/she should or should not perform the
behavior in question (Ajzen, 1991; Cameron, Ginsburg, Westhoff, & Mendez,
2012; Fishbein & Ajzen, 2011). SN have been found to be strongly influencing
intention to buy online (Turan, 2012) (Cha, 2011). - Product characteristics
Three major types of product: search, experience, and credence goods (Luo et
al., 2012). Search products are those that can be evaluated from externally
provided information. Experience products, on the other hand, require not only
information, but also need to be personally inspected or tried. Credence
products are those that are difficult to assess, even after purchase and use
(Brown et al., 2003) (Cha, 2011). “Tactility” is ability to examine/ test, in terms
of touch and sight, a product (Alkailani, 2009). Findings for this construct as an
has mixed results in different cultural environments e.g. Chinese are not more
concerned about the lack of face-toface contact or the inability of them to touch
and feel tangible products or credit as against Americans (Wen Gong et al.,
2012). Study comparing online buying intention of “real” vs. “virtual” items
reported different criterion employed for each by online buyer (Cha, 2011).
There is no uniformly accepted standard product classification available
(Sarigiannidis & Kesidou, 2009) so far in the context of online buying. For

46
virtual items PEU, PU, enjoyment and security have not found significant,
hence proposed different strategy for both types of items.

SHOPPING ORIENTATIONS

Different shopping orientations have been found (Brown et al., 2003) when
exploring different motivations e.g. personalizing shoppers, recreational
shoppers, economic shoppers, involved shoppers and convenience shoppers.
“Impulse purchase orientation” has significant impact on the customer online
purchase intention but “quality orientation” and “brand orientation” also has not
impact (Thamizhvanan & Xavier, 2013). But there is no consensus on the
relevant classification of online buyers. Moreover, which class dominates the
total segment of online buyers is not identified. Some study reported
convenience as the major orientation other highlighted economy or
personalizes. Moreover, shopping orientation is not found significant enough
for online buying intentions.

WEBSITE CHARACTERISTICS

Website design along with customer service and pricing have been reported as
major “retailer characteristics” affecting online buyer satisfaction (Luo et al.,
2012) (Mishra & Priya Mary Mathew, 2013). Perceived control over site
navigation and product category are primary factors influencing website quality.
Study highlights that “high trust consumers” who spend more and buy more
often online the “return policy” cannot compensate the poor website design
(Bonifield et al., 2010). Website quality influence consumers’ perceptions of
product quality, and affect online purchase intentions (Sun, Chen, & Huang,
2014) and even continuation intentions. Signal credibility found to strengthen
the relationship between website quality and product quality perceptions for a
high-quality website.

47
OTHER VARIABLES

Internet Proclivity is frequency of internet usage (Alkailani, 2009) has been

studied. “Prior online purchase experience” positively effect on the customer
purchase intention (Brown et al., 2003) even in the context of developing
countries (Thamizhvanan & Xavier, 2013). Many other diverse variables have
been reported.

48
 CHAPTER 4
RESEARCH METHODOLOGY

The credibility of findings and conclusions extensively depend on the quality of

the research design, data collection, data management, and data analysis. This
section is dedicated to the description of the methods and procedures done in
order to obtain the data, how they will be analysed, interpreted, and how the
conclusions will be done.

OBJECTIVES OF THE STUDY

1. To study the consumers overall online purchasing behaviour
2. To understand the effect of Amazon Great Indian Sale in purchasing
behaviour of the customers.
3. To understand the spending behaviour of customers during Amazon
Great Indian Sale.
4. To study the level of customer satisfaction during Amazon Great Indian
Sale.

HYPOTESIS

H1 : Amazon Great Indian Festival has a significant relationship with customers

purchasing behaviour.
H2 : There is no significant impact on customers spending decision during
Amazon Great Indian Festival.
H3 : Level of customer satisfaction during Amazon Great Indian Festival is low.

49
RESEARCH DESIGN

Research design is an agreement or condition for collection and analysis of data

that aims to combine significance to the research with an economy in process.
Here Descriptive research design is used.

SOURCES OF DATA

For the further development of this study, mainly two sources were used:
Primary and Secondary Data.

PRIMARY DATA AND SECONDARY DATA

The necessary data have been collected from both primary sources and
secondary sources.

• Primary data
The primary data was collected by means of a survey. A structured
questionnaire was developed and distributed through online in Trivandrum.

• Secondary data
The secondary data was collected from company website, company
brochures, journals, and reference books.

POPULATION
The study mainly focuses on Trivandrum District.

50
SAMPLING DESIGN

A sampling is a definite plan for obtaining a sample from given population.

Here, non-probability technique is used for data collection through samples.

SAMPLING TECHNIQUE

A purposive sampling technique was applied to select the sample items from
the population., also referred to as a judgmental or expert sample, is a type of
nonprobability sample. The main objective of a purposive sample is to produce
a sample that can be logically assumed to be representative of the population.

METHOD OF DATA COLLECTION

A structured questionnaire was developed and distributed online ca. The first
part of the questionnaire intends to collect the demographic information of the
respondents and it was followed by questions regarding the concept of
webrooming and showrooming. A five-point Likert scale was used in the
questionnaire.

DRAFTING A QUESTIONNAIRE

A structured questionnaire was prepared and it was distributed through google

sheets. The questionnaire starts with the demographic factors of the respondents
and it is followed by sections of question regarding Customer Purchasing
Behaviour and Amazon Great Indian Festival. Detailed questionnaire was
attached in the Appendix 1.

51
PILOT STUDY

Pilot survey is in fact the replica and rehearsal of the main survey. Such a
survey, being conducted by experts, brings to the light the weaknesses (if any)
of the questionnaires and also of the survey techniques. From the experience
gained in this way, improvement can be affected.

The questionnaire was shared with randomly selected 300 respondents in order
to identify the ambiguities in the questionnaire. To ensure the validity of the
questionnaire a thorough literature review was conducted and expert opinions
were gathered.

DATA ANALYSIS TECHNIQUES

PERCENTAGE ANALYSIS (Percentage Analysis is one of the basic

statistical tools which is widely used in analysis and interpretation of primary
data. It deals with the number of respondent’s response to a particular question
is percentage arrived from the total population selected for the study.)

CORRELATION (Correlation is a statistical technique that can show whether

and how strongly pairs of variables are related. For example, height and weight
are related; taller people tend to be heavier than shorter people.)

REGRESSION (Regression is the technique which is used for determining the

relationship between two or more variables, where a change in dependent
variable is associated with a change in independent variable.)

T-TEST (The One Sample T-Test determines whether the sample mean is
statistically different from a known or hypothesized population mean.)

52
RELIABILITY TEST

Reliability is consistency of measurement (Bollen, 1989), or stability of

measurement over a variety of conditions in which basically the same results
should be obtained (Nunnally, 1975).

Cronbach Alpha is the measure to check reliability of the instrument. According

to some previous research done in the area Alpha value above 0.6 is acceptable.
With the help of SPSS 20, Reliability test has been performed on Likert Scale
items. For attitudinal scale used in questionnaire, the Cronbach Alpha value
obtained was 0.934. Therefore, the research instrument used was considered as
reliable.

53
 CHAPTER 5
DATA ANALYSIS

Data analysis can be defined as the process of inspecting, filtering, manipulating

and modelling data with the goal of collecting useful information, suggesting
appropriate conclusions, and supporting decision- making process. Data
analysis has multiple aspects and approaches, encompassing various techniques
under a variety of names, in different business, science, and social science
domains. The primary input to data analysis is raw data. The raw data is ordered
and organized so that useful information can be extracted. The process of
organizing and thinking about data is essential for understanding what the data
does and does not contain.

OBJECTIVES OF THE STUDY

• To understand the effect of Amazon Great Indian Festival in purchasing

behaviour of the customers.

• To understand whether the of customers are ready to spend more during

Amazon Great Indian Festival.

• To study the level of customer satisfaction during Amazon Great Indian

Festival.

54
HYPOTHESIS

• Amazon Great Indian Festival has a significant relationship with

customers purchasing behaviour.

• There is no significant impact on customers spending decision during

Amazon Great Indian Festival.

• Level of customer satisfaction during Amazon Great Indian Festival is

low.

5.1 RELIABILITY STATISTICS

TABLE 5.1 RELIABILITY STATISTICS

Reliability Statistics

Cronbach's Alpha N of Items

.934 36

Interpretation

As the result shows that Cronbach’s Alpha is 0.934, which is above the
minimum and indicates the data collected in order to conduct study is highly
reliable.

55
5.2 PERCENTAGE ANALYSIS
DEMOGRAPHIC VARIABLES
Percentage Analysis is the method used to represent the raw data as percentage
for the better understanding.

TABLE 5.2 DEMOGRAPHIC VARIABLES

GENDER FREQUENCY PERCENTAGE
MALE 153 51
FEMALE 147 49
TOTAL 300 100
AGE GROUP 18-25 231 77
26-35 42 14
36-45 11 3.6
ABOVE 45 16 5.4
TOTAL 300 100
OCCUPATION EMPLOYED 89 29.6
SELF EMPLOYED 28 9.3
UNEMPLOYED 28 9.3
STUDENT 155 51.7
TOTAL 300 100
EDUCATION HIGHER 30 10
SECONDARY
DIPLOMA/DEGREE 139 46.3
POST 124 41.3
GRADUATION
OTHERS 7 2.4
TOTAL 300 100
INCOME ₹10000-₹30000 245 81.7
₹30000-₹60000 33 11
₹60000-₹90000 16 5.3
ABOVE ₹90000 6 2
TOTAL 300 100

56
5.3CORRELATION

HYPOTHESIS
H0: Amazon Great Indian Festival does not have a significant relationship with
Customers Purchasing Behaviour.
H1: Amazon Great Indian Festival has a significant relationship with Customers
Purchasing Behaviour.

TABLE 5.3 CORRELATION

INTERPRETATION
Here the significant value is 0.000, which is less than 0.05. Therefore, we accept
the alternative hypothesis and reject the null hypothesis. It shows that Amazon
Great Indian Festival has a significant relationship with Customer Purchasing
Behaviour.

57
RESULT
The coefficient of correlation is 0.676, the value is between 0 and 1. Therefore
there exist a moderate correlation between the variables Amazon Great Indian
Festival and Customer Purchasing Behaviour.

5.4 REGRESSION

HYPOTHESIS
H0: There is significant impact on customers spending decision during Amazon
Great Indian Festival.
H1: There is no significant impact on customers spending decision during
Amazon Great Indian Festival.

TABLE 5.4.1 CORRELATION

INTERPRETATION
Here the significant value is 0.000, which is less than 0.05. Therefore, we accept
the alternative hypothesis and reject the null hypothesis. It shows that Amazon
Great Indian Festival has a significant impact on Customer Spending Decision.

58
RESULT
The coefficient of correlation is 0.698, the value is between 0 and 1. Therefore
there exist a moderate correlation between the variables Amazon Great Indian
Festival and Customer Spending Decision.

TABLE 5.4.2 MODEL SUMMARY

INTERPRETATION
Here the values of R and R Square are0.698 and 0.487, which are high and it
shows the strong relationship between the independent variable (Customer
Spending Decision) and dependent variable (Amazon Great Indian Festival).

TABLE 5.4.3 ANOVA

59
INTERPRETATION
The significant value of ANOVA is 0.000, which is less than 0.05. Hence the
null hypothesis is rejected. It explains that the regression model is fit to explain
the relationship between Amazon Great Indian Festival and Customer Spending
Decision.

TABLE 5.4.4 COEFFICIENTS

INTERPRETATION
The significant value of t-test for Customer Spending Decision is 0.000, which
is less than 0.05. It shows that there is a positive impact of Customer Spending
Decision on Amazon Great Indian Festival.
RESULT
The coefficient of correlation is 0.698, the value is between 0 and 1. Therefore
there is a positive impact of Customer Spending Decision on Amazon Great
Indian Festival.

5.5 T-Test

HYPOTHESIS
H0: Level of customer satisfaction during Amazon Great Indian Festival is high.
H1: Level of customer satisfaction during Amazon Great Indian Festival is low.

60
TABLE 5.5.1 ONE-SAMPLE STATISTICS

TABLE 5.5.1 ONE-SAMPLE TEST

INTERPRETATION
The significant value t- test is 0.00, which is less than 0.005. Hence the null
hypothesis is rejected and the alternative hypothesis is accepted. From the table
5.4.1, it can be seen that the mean value is 9.6653, which is greater than 3. This
implies that customers have high satisfaction level towards Amazon Great
Indian Festival.

61
 CHAPTER 6
FINDINGS

• From this study, we can find out that 77% of the customers are from the
age group between 18-25. So, it shows consumers between age group
18-25 prefer online shopping more and make frequent purchases.

• The study shows that 30% of Male and 70% of female are frequent
online shoppers.

• From this study we can find that customers 75% of customers are
aware of Great Indian Festival by Amazon.

• From this study, we can find out that there is a moderate correlation
between Amazon Great Indian Festival and Customer Purchasing
Behaviour.

• From this study, we can find out that there is a moderate correlation
between Amazon Great Indian Festival and Customer Spending
Decision.

• From this study, we can find out that there is a positive impact of
Customer Spending Decision on Amazon Great Indian Festival.

• By t-test analysis, we can find out that customers have high satisfaction
level towards Amazon Great Indian Festival.

62
 CHAPTER 7
RECOMMENDATIONS

• Amazon should expand their discounts during the offer period to more
product lines, so that more consumers from various demographic groups
will be attracted.

• Amazon should try to improve the web page with attractive looks and
more product information.

• Amazon should focus more on the after sales services for increasing the
customer satisfaction

• Amazon should make sure that their delivery system is performing well
and keeping up the customers expectation.

• During Amazon Great Indian Festival, Amazon should make sure that
enough stock of high demand products is available, so that no customers
will be dissatisfied because of non-availability.

• Amazon should make sure that no fake stores are there because, it’s the
mater of their credibility.

• Amazon should advertise more at the time of Great Indian Sale is all
available medium, so that customers of all demographic groups can be
informed about the event.

63
 CHAPTER 8
CONCLUSION

On the basis of the present study conclude that Amazon customers are aware
about Amazon Great Indian Festival. Also, it has a fair degree of impact on the
consumers online purchasing behaviour.

The consumers wait for the event to start in order to make purchases at
discounted prices. The discounts given by Amazon for all variety of products
definitely attract consumers attention and make them perform unplanned
purchases.

Gender does not matter in online shopping as both male and female consumers
make online purchases in equal proportion.

Consumers are ready to spend more during the event period as most of the
products are available at a discounted price and the consumers consider
spending more during Amazon Great Indian Festival is worth enough.

64
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“EFFECT OF AMAZON GREAT INDIAN SALE ON
CONSUMER BUYING BEHAVIOUR IN
TRIVANDRUM DISTRICT”

QUESTIONNAIRE

I am a final year (T6) MBA student in Rajadhani Institute of Engineering and

Technology (Rajadhani Business School), Nagaroor, Trivandrum. As a part
of my curriculum, I am doing an academic Project Titled “Effect of Amazon
Great Indian sale on Consumer Buying Behaviour in Trivandrum district’’.
Your thoughts and opinions are extremely valuable for the successful
completion of my project. I would appreciate you taking the time to complete
the following questionnaire. It should take about five minutes of your time.
Your responses are voluntary and will be confidential. Responses will not be
identified by individual. All responses will be compiled together and
analysed as a group and will be used only for my academic purposes.

H.D.GANESH, T6 MBA (2018-2020)

Name:-

Gender:- Male Female

Age group:- (1) 18-25: (2) 26-35: (3) 36-45: (4) 45 and above:

Occupation:- (1) Employed: (2) Self-employed: (3) Unemployed:

(4) Student:

Education:- (1) Higher Secondary: (2) Diploma/Degree: (3) Post graduation:

(4) Others

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 Monthly income: - (1) ₹10000-₹30000 (2) ₹30000-₹60000 (3) ₹60000-
₹90000 (4) Above ₹90000

1. You prefer online shopping over offline shopping.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

2. Which online platform do you visit regularly to do shopping?

o Amazon

o Flipkart

o Club factory

o Others

3. You are a frequent online shopper.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

70
4. You prefer Internet shopping because of ………………

PARTICULARS Strongly Agree Neither Disagree Strongly

Agree Agree Disagree
nor
Disagree
Convenience
Ease of finding
products
Offers/Discounted
Prices
Ease of product
return and money
refund
Others

5. You gather information about various products before purchase from

……………………

PARTICULARS Strongly Agree Neither Disagree Strongly

Agree Agree Disagree
nor
Disagree
Search Engines
Product Catalogues

Advertisements
Friends and family
Others

71
6. Mode of payment that you mostly prefer

o Debit card

o Credit card Neither Agree nor Disagree

o Cash on delivery

o UPI

o Others

7. You get attracted to offers given by various online stores.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

8. How confident are you that your personal information is kept confidential?

o Extremely confident

o Quite confident

o Moderately confident

o Slightly confident

o Not at all confident

72
9. According to you, …………………… is the main risk involved in Internet
shopping.

PARTICULARS Strongly Agree Neither Disagree Strongly

Agree Agree Disagree
nor
Disagree
Identity theft
Fake stores
Poor quality
products
Overpayment
Others

10. Overall, you feel online shopping is more convenient than offline shopping.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

73
11. You are aware about the Great Indian Seasonal sale by Amazon.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

12. You prefer to buy ……………… from Amazon, during offer sales.

PARTICULARS Strongly Agree Neither Disagree Strongly

Agree Agree Disagree
nor
Disagree
Clothing, Shoes &
Jewellery
Electronics &
Computers
Health & Beauty
Products
Others
None

74
13. You wait for the Great Indian Sale, to purchase a product from Amazon.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

14. What percentage of your monthly income are you ready to spend for online
shopping?

o 10%

o 20%

o 30%

o 40%

o More than 40%

15. You are ready to spend more during Amazon Great Indian sale, because of
huge discounts.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

75
16. You believe spending more during Great Indian sales period is worth enough.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

17. You prefer Great Indian sale by Amazon over Big Billion sale by Flipkart.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

18. Amazon provides the best offers when compared with offers from other
online vendors.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

76
19. Amazon offers best quality products at best price during Great Indian Sales
period.

o Strongly Agree

o Agree

o Neither Agree nor Disagree

o Disagree

o Strongly Disagree

20. Overall, how satisfied are you, with the Amazon Great Indian Sale?

o Highly Satisfied

o Satisfied

o Neutral

o Dissatisfied

o Highly Dissatisfied

77