“A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS ONLINE SHOPPING ”

Project work submitted to Sri Ramakrishna College of Arts and Science (Autonomous) in
partial fulfillment of the requirement for the award of Degree of Bachelor of Commerce with
Accounting & Finance
Submitted by
ARRTHI JENET A - 19118007,
DESHIKASHINI D - 19118061,
JANARTHANAN B - 19118020,
JAYA JENIFER J - 19118021,
NIVETHA S - 19118033,
SNEHA S - 19118049,
SRI KISHOR S M - 19118051,
YUGANDRA T - 19118060,
of BCOM Accounting & Finance
Under the Guidance of
Mr. RAJAGOPALAN S, M.Com., M.Phil., PGDCA., NET.,
ASSISTANT PROFESSOR
DEGREE OF BACHELOR OF COMMERCE WITH ACCOUNTING & FINANCE

SRI RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE Formerly S.N.R SONS

COLLEGE (AUTONOMOUS)
Co-ed Affiliated to Bharathiar University, Re-accredited with “A+” Grade by
NAAC SIRO Recognized, Internationally Accredited Institution by CIAC AN ISO
9001: 2015 Certified Institution, Nava India, Coimbatore - 641006.
March 2022
 CERTIFICATE

This is to certify that the project work entitled “A STUDY ON CONSUMER BUYING
BEHAVIOUR TOWARDS ONLINE SHOPPING ” submitted to Bharathiar University in
partial fulfillment of the requirements for the award of DEGREE OF BACHELOR OF
COMMERCE WITH ACCOUNTING & FINANCE , is a record of the original work done by
Arrthi Jenet A, Desikashini D, Janarthanan B, Jaya Jenifer J, Nivetha S, Sneha S, Sri Kishor S M,
Yugandra T during the period 2021-2022 of her/his study in the Department of Commerce,
Sri Ramakrishna College of Arts and Science, Formerly S.N.R Sons College (Autonomous), Nava
India, Coimbatore – 6416006, under my supervision and guidance and this project work has not
formed the basis of award of any Degree/Diploma/Association/Fellowship or similar title to any
candidate in any other University.

STATION: COIMBATORE

DATE:

SIGNATURE OF THE GUIDE HEAD OF THE DEPARTMENT

INTERNAL EXAMINER
 DECLARATION

We, hereby declare that the report entitled “A STUDY ON CONSUMER BUYING

BEHAVIOUR TOWARDS ONLINE SHOPPING ” submitted to Bharathiar University, in

partial fulfillment of the requirement for the award of Degree of Bachelor of Commerce with
Accounting & Finance, is a report of original and independent work done by Arrthi Jenet A,
Desikashini D, Janarthanan B, Jaya Jenifer J, Nivetha S, Sneha S, Sri Kishor S M, Yugandra T
during the year 2021-2022 under the supervision and guidance of Mr.RAJAGOPALAN S
M.Com., M.phil., PGDCA., NET., Assistant professor, Department of Commerce with
Accounting & Finance, Sri Ramakrishna College of Arts and Science, Formerly S.N.R Sons
College (Autonomous), S.N.R College Road, Coimbatore-641006, and it has not formed the basis
for the award of any Degree/ Diploma/ Association/ Fellowship or similar title to any candidate in
any other University.

STATION: COIMBATORE SIGNATURE OF THE CANDIDATE

DATE :
 ACKNOWLEDGEMENT

I would like to take this opportunity to thank our beloved Dr. B. L. SHIVAKUMAR
Principal & Secretary, SRI RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE for the
initiative and inspiration provided to perform the work.
I offer my sincere thanks to Dr. G. AGILA ,M.Com.,M.phil.,PhD.,PGDCA ., Prof. & Head of
the Department of Commerce with Accounting & Finance for all her valuable guidance.
My sincere thanks to Mr. S. RAJAGOPALAN, M.Com.,M.Phil.,PGDCA.,NET.,.Assistant
professor, Department of Commerce with Accounting & Finance for being my guide and for
the valuable help and support rendered at all stages of my project to bring it out as a successful
work.
I would also like to thank all the faculty members of my department for their support and advice
throughout the study.
Also, I regard my deep sense of gratitude to my parents and friends for their affection, support,
and encouragement to complete this project successfully.
 TABLE OF CONTENT

CHAPTER NO TITLE PAGE NO

I INTRODUCTION AND RESEARCH DESIGN

ELECTRONIC COMMERCE 08

KEY DRIVERS IN INDIAN E- COMMERCE 10

ELABORATIVE INFORMATION ON TOPIC 11

DEFINITION MARKETING 11

MARKETING RESEARCH 11

CONSUMER BUYING BEHAVIOUR 12

A CONSUMER BEHAVIOUR ANALYSIS 12

STATEMENT OF THE PROBLEM 13

NEED FOR THE STUDY 13

SCOPE OF THE STUDY 13

OBJECTIVES OF THE STUDY 14

RESEARCH METHODOLOGY 14

HYPOTHESIS 14

SOURCES OF DATA 14

SAMPLE SIZE 15

SAMPLE DESIGN 15
 TOOLS USED 16

LIMITATIONS OF THE STUDY 16

CHAPTER SCHEME 17

II REVIEW OF LITERATURE

REVIEW OF LITERATURE 18

RESEARCH CAP 20

III THEORY

ONLINE SHOPPING 21

PURCHASING BEHAVIOUR 21

FACTORS INFLUENCING CONSUMER BEHAVIOUR 21

PRODUCT CATEGORIES PROVIDED BY ONLINE

21
SHOPPING APPS

ONLINE SHOPPING APPS 22

INDIAN SHOPPING TRENDS 2022 23

IV ANALYSIS AND INTERPRETATION

SIMPLE PERCENTAGE ,RANKINGS,CHISQUARE &

24
WEIGHTED AVERAGE

V FINDINGS, SUGGESTIONS, AND CONCLUSION

FINDINGS 42

SUGGESTIONS 43

CONCLUSION 43

BIBLIOGRAPHY 44

ANNEXURE 45
 LIST OF TABLES & CHARTS

PAGE
S.NO CONTENTS
NO

4.1 GENDER 24

4.2 AGE 25

4.3 MARITAL STATUS 26

4.4 PROFESSION 27

4.5 QUALIFICATION 28

4.6 AREA OF RESIDENT 29

4.7 ANNUAL INCOME 30

4.8 FREQUENCY OF SHOPPING 31

4.9 ONLINE PLATFORMS 32

4.10 FACTORS INFLUENCED 33

4.11 FEATURES IN ONLINE SHOPPING 34

4.12 BEST PRODUCTS IN ONLINE PLATFORMS 35

4.13 RECEIVING THE SAME PRODUCTS DISPLAYED 36

4.14 BUYING BEHAVIOUR 37

4.15 RECEIVE THE PRODUCTS NEATLY & SAFELY PACKED 38

4.16 ACTION TOWARDS DAMAGED PRODUCTS 38

4.17 CHALLENGES FACE BY THE CUSTOMERS 39

4.18 DELIVERY AS EXPECTED 40

4.19 PAYMENT MODES 41

 CHAPTER - I

INTRODUCTION AND RESEARCH DESIGN

Few years back technology brought the shopping information on to the laptops; today it brings the
products right to the doorstep. In the twenty-first century it becomes increasingly difficult to run a
business without internet. The internet has become an essential tool for many business activities
including marketing. The usage of e-commerce has increased rapidly across the developing
countries like India. Though detractors to this technological advancement thought that this would
take the joy off shopping, it has only added a whole new perspective to shopping. Electronic
retailing (e-tailing), E-Retailing is a buzzword for any business to-consumer (B2C) transactions
that take place over the Internet. Simply put, e -retailing is the process of selling retail goods using
the internet.
The idea of e-commerce is downloading at a fairly rapid pace in the psyche of the Indian
consumer. In the metros, scarcity of time is a big driver for online shopping. On the other hand,
accessibility to an assortment of products makes audiences from smaller towns and cities opt for
the online route. Major retailers face challenges in outrageous their stores sufficiently. Often,
customers are unable to purchase items of their optimal, thus motivation them to resort to
e -retailers.

ELECTRONIC COMMERCE "(or e-Commerce) refers to the use of an electronic medium to

carry out commercial transactions. Most of the time, it refers to the sale of products via Internet,
but the term
E-commerce also covers purchasing mechanisms via Internet (for B-To-B).A client who
purchases on the Internet is called a CYBER - CONSUMER.

E-commerce is not only limited to online sales, but also covers:

• Preparation of estimates online

• Consulting of users

• Provision of an electronic catalogue

• Access plan to point of sales

• Real-time management of product availability (stock)

• Online payment

• Delivery tracking

• After-sales service

In certain cases, electronic commerce makes it possible to highly customize products, in particular
when the electronic commerce site is linked with the production system of the enterprise (e.g.
business cards, customized items such as T-shirts, cups, caps, etc.)Finally, insofar as electronic
services and products are concerned (mp3files, software programs, e-books, etc.), electronic
commerce makes it possible to receive the purchase in Avery short time, if not immediately.

E-commerce today is a remarkable experience. It has transformed traditional shopping beyond

recognition. It is so much better than any other way of shopping that it has already attracted a
great many of e-commerce-lovers. If some years ago e-commerce was a buzz word, now it has
become the order of the day. People seem to shop literally everywhere–at their workplaces during
lunch times, in rush hour when there is nothing else to do but switch on their laptops and start
surfing.

Ecommerce today gained so much popularity because its underlying technologies are evolving at
giant steps. We are even offered to ―feel‖ the product with a 3D mouse to better understand its
shape, size and texture. Why go somewhere out when all you have to do is make an order, choose
the shipping method, put up your feet and wait till the order is delivered right to your door-step?
Ecommerce today offers so much luxury that even conventional stores have already signaled the
alarm. Although, everyone agrees that it is a long way for an e-commerce to replace―brick and
mortar stores, it has every chance to happen in the future. E-commerce which we are witnessing
today brings in so much adventure into our lives that it is enjoyed by the whole online
community.
E-commerce today does have some drawbacks but they say ―he that fears every bush must never
go a birding. A lot of consumers do put up with minuses since they trust the online world and
want it to be a better place.

History of Online Shopping starts not so long ago. Tim Berners -Lee created "The Worldwide
Web Browser" in 1990. In1994 few other developments took place. Online bank, the first of its
kind opened this year. Another development was opening of online pizza shop by pizza hut
.Today more and more people prefer to buy products from online stores in India, as you can find
wide categories of products right from gadgets, clothes, footwear, furniture, jewellery, books,
music, and gifts to many more. So, whichever product you wish to buy, you simply need few
clicks and the product will be delivered to your doorstep.

Online marketing is becoming a hot topic in every business sector, and gradually plays a truly
important role in any company’s multi-channel marketing strategy. Companies like Flipkart,
Amazon , etc… created the online retail industry by putting the entire customer experience from
browsing products to placing orders to paying for purchases - on the Internet. The success of these
and other companies encouraged more traditional retailers to create an online presence to augment
their brick-and-mortar outlets. The penetration rate is quite low in comparison to other countries
worldwide; however the number of users is significantly high. The Indian e-tailing sector has
matured enough to deal with the rapid transformations from the era of offline to online platform to
be used by the consumers and addresses the challenges faced in this process. The paper examines
the growth and opportunities in the Indian e-tailing sector by focusing on the current and future
wave of the big giant in India.
KEY DRIVERS IN INDIAN E-COMMERCE

Increasing broadband Internet and penetration of 3G & 4G.

Rising standards of living and upwardly middle class with high disposable income.

Availability of wider product range (including long tail and direct imports) compared to
what is available at brick and mortar retailers.
Busy lifestyle, urban traffic congestion and lack of time for offline shopping.

Lowered prices compared to offline shopping stores and evolution of many e-commerce
sites.
Increased usage of online classified sites with more consumer buying and selling second
hand goods.

ELABORATIVE INFORMATION ON TOPIC

Customer buying behaviour is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. Customer buying behaviour is a part of customer’s
satisfaction and experiences. It also depends on how efficiently it is managed and how promptly
services are provided. Customer perception is defined as the way that customers usually view or
feel about certain services and products. It can also be related to customer satisfaction which is the
expectation of the customer towards the products. When a customer purchases a service, the
attitude of the customer is the function of Value, Quality and the satisfaction level of the
customer. The value of the service is determined as the price or time he is going to spend for a
particular service. Customer testifies the quality of a service, either by his own past experience or
by the communication of the service provider. After the consumption of the service the customer
measures the satisfaction level he gets from consuming the service.

MARKETING

Marketing refers to any actions a company takes to attract an audience to the company's product
or services through high-quality messaging. Marketing aims to deliver standalone value for
prospects and consumers through content, with the long-term goal of demonstrating product
value, strengthening brand loyalty, and ultimately increasing sales.
DEFINITION OF MARKETING

Dr. Philip Kotler defines marketing as “The science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and
desires. It defines measures and quantifies the size of the identified market and the profit potential. It
pinpoints which segments the company is capable of serving best and it designs and promotes the
appropriate products and services.”

MARKETING RESEARCH

Market research is the process of determining the viability of a new service or product through
research conducted directly with potential customers. Market research allows a company to
discover the target market and get opinions and other feedback from consumers about their
interest in the product or service.

DEFINITION OF MARKETING RESEARCH

“Marketing research is the inclusive term which embraces all research activities carried on for the
management of marketing work, the gathering, recording and analysing of all facts about
problems relating to the transfer and sale of goods and services from producer to consumer.” —
Harry Hapner.

CONSUMER BUYING BEHAVIOUR

Consumer Buying Behaviour has been defined as “a process, which through inputs and their use
though process and actions leads to satisfaction of needs and wants”. Consumer buying behaviour
has numerous factors as a part of it which are believed to have some level of effect on the
purchasing decisions of the customers.

A CONSUMER BEHAVIOUR ANALYSIS SHOULD REVEAL

What consumers think and how they feel about various alternatives (brands, products, etc.).

How consumers’ personal, social and psychological factors affect consumer buying behaviour.

What influences consumers to choose between various options.

 Consumers’ behaviour while researching and shopping.

How consumers’ environment (friends, family, media, etc.) influences their behaviour.

STATEMENT OF THE PROBLEM

Analysis of Consumer buying behaviour towards online shopping is done. Basically it is

important to investigate the motivation behind consumer purchase but it is equally important to
find us how the consumers form perception and behaviours towards online buying because
consumer perception towards purchasing online is a conspicuous factor affecting actual buying
behaviour. One of the researches is to work on factors that influence customers to buy online
apps. However, customer‘s willingness to purchase online could be affected by one‘s individual
needs and these needs can be Need for cognition‘. Taking these aspects into account, a survey is
conducted to know the perception towards online shopping on apps.

NEED FOR THE STUDY

The research work is carried out to find the market level, financial growth and to know the buying
knowledge of the customers towards online spending and shopping on apps. This will be helpful
to understand the leading brand of e-commerce industry, customer preference, buying behaviour
and its marketing strategy, since e-commerce is one of the pillars of the country’s growth and
does wonders for the country’s economic progress.
SCOPE OF THE STUDY

At any given time there are millions of people online and each of them is a potential customer for
a company providing online sales. Due to the rapid development of the technologies surrounding
the Internet, a company that is interested in selling products from its website will constantly has to
search for an edge in the fierce competition. Analyzing the process that the online consumer goes
through when deciding and making a purchase over the Internet, shows some factors that
consumers consider these factors need to be identified and taken into market. Thus this study will
be beneficial to the online marketer in making the strategy to account by online retailers in order
to satisfy consumer demands and compete in the online fulfill the need of customer through
knowing the attitude and satisfaction level.

OBJECTIVES OF THE STUDY

• To know the socio - economic profile of the respondents.

• To understand the buying behaviour and frequency of respondents.

• To discover the key factors that influence online buying behaviour of consumers.

• To access the customer preference and satisfaction level of Online Shopping.

•
HYPOTHESIS

A hypothesis may be defined as a proposition or a set of proposition. It is also a tentative

statement of whose validity is to be tested using statistical tools and techniques. Usually a
hypothesis is accepted or rejected.

Following are the hypothesis which were tested with the help of chi-square in this study.

H0 There is no relationship between annual income and features of online shopping apps.

H1 There is no relationship between gender and features of online shopping apps.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying now research is done systematically. In that various steps,
those are generally adopted by a researcher in studying his problem along with the logic behind
them. It is important for research to know not only the research method but also know
methodology. ”The procedures by which researcher go about their work of describing, explaining
and predicting phenomenon are called methodology.” Methods comprise the procedures used for
generating, collecting and evaluating data. All this means that it is necessary for the researcher to
design his methodology for his problem as the same may differ from problem to problem.

SOURCES OF DATA

This part of study defines all the process of data collection. When it comes to data collection,
there are two methods in general used by researcher to collect data.

 Primary data collection

 Secondary data collection

1.PRIMARY DATA

The primary data is that data which is collected fresh or first hand, and for first time which is
original in nature. Primary data can collect through personal interview, questionnaire etc. to
support the secondary data.

2.SECONDARY DATA

The secondary data’s are those which have already collected and stored. Secondary data easily
get those secondary data from records, journals, annual reports of the company etc. It will save the
time, money and efforts to collect the data Secondary data also made available through trade
magazines, balance sheets, books etc..
SAMPLE SIZE

A Sample for the study was determined on the basis of the assumption that the reaction of these
people will represent the entire target population. The sample sizes were 80 respondents.

SAMPLE DESIGN

The present study is based on combination of both qualitative and quantitative data. The
qualitative data is collected through the sampling from the consumer. Random consumer is
selected for the sampling purpose. The sample individual is selected from different age group,
different gender and from different location. The different group of people including student,
employee and unemployed, housewives, etc is considered as sample for the study.

SAMPLING DESIGN:

POPULATION – Within Coimbatore.

SAMPLING TECHNIQUE – Simple Random Sampling techniques is used in this research.

RESEARCH DESIGN – Descriptive Research.

INSTRUMENT - Structured Questionnaire.

✔ The examining unit will be the customers who buy on the web.

✔ Data collected through survey method.

✔ 80 respondents from different places in Coimbatore.

✔ Tools used for this study

TOOLS USED :

 Percentage Analysis

 Rank Analysis

 Weighted Average Method

 Chi - Square

LIMITATIONS OF THE STUDY:

Findings are restricted to Coimbatore.

Time constraints and lack of research experience.

All population is not covered, simple random sampling used.

Sampling size is less when compared to customers of online shopping.

There will be no eye to eye contact.

 CHAPTER SCHEME

CHAPTER – I INTRODUCTION AND RESEARCH DESIGN

The first chapter deals with introduction. It describes the necessity for such a study
and explains the details of the present study. It provides the statement of the problem, the need of
the study, the scope of the study, objectives of the study, research methodology, limitation of the
study and chapter scheme.

CHAPTER- II REVIEW OF LITERATURE

This chapter presents the review of various studies and articles conducted, relating to the
core aspects of the study.

CHAPTER- III THEORY

This chapter presents the theoretical back ground of Online Shopping.

CHAPTER- IV DATA ANALYSIS AND INTERPRETATION

This chapter deals with the analysis and interpretation of data with the help of percentage
analysis, rank analysis, weighted average method, chi-square &correlation.

CHAPTER- V FIDINGS AND CONCLUSION

This chapter presents the findings, suggestions and conclusion of the study.
 CHAPTER – II

REVIEW OF LITERATURE

A Literature review is a scholarly paper that presents the body of text that aims to review the
critical points of current knowledge including substantive findings as well as theoretical and
methodological contributions to a particular topic. Literature reviews are secondary sources and
do not report new or original experimental work.

Kim and Park (2003)1, Investigated the relationship between various characteristics of online
shopping and consumer purchase behaviour. Result of the online survey with 602 Korean
customers of online bookstores indicate that information quality, user interface quality and
security perceptions affect information satisfaction and relational benefit that in turn, are
significant related to each consumers’ site commitment and actual purchase behaviour.

Wessel, Kirk D (2004)2, Defines irrespective of the civil argument about whether consumer
loyalty progresses business benefits, because of encounters in information gathering, small
research has discovered the direct effect of customer loyalty on consumer commitment. With
special approval from a bank, this review inspected 375 legitimate bank customer tests of
individual client benefit fulfilment and their related promises to the bank.
Shun & Yunjie (2007)3, showed that there are product types, which are more likely to be sold
online such as software, books, electronics and music. Reason for this is that when purchasing
these types of products, one does not require personal inspection and most, if not all features, can
be outlined in the product description and images.

Ajzen II (2012)4, It is the most part recognized that making a journey to the market is seen as an
essential need of day to day life. Late perceptions find that the purchasers search for primary
goods twice every week (FMI, 2000). While this may be the current condition, altering
purchaser’s ways of life and increasing marketable centre, substitutes may adjust this normal
practice later on.
Agwu E (2013)5, “Study of the buyers conduct” is the examination of how public relaxes on
choices to spend their nearby belongings (Time, Money and Efforts) on use related possessions. It
contains the review what they buy, why they got it, when they get that, where they get it, how
frequently they get it and how often they utilize it.

Prof. Ashish Bhatt(20014)6, 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 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.

Prashant Singh (2014)7,Stated that future of e-retailers in India looking very bright. 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 behaviour and the success of Retailers in India is depending upon its popularity, its
branding image, and its unique policies.
Huseynov and Yildirim (2014)8,Emphasized that the lack of physical interaction tends to be the
critical impediment in online retail sales followed by the privacy of individual information and
security of financial transactions over the internet.

Demangeot and Broderick (2010)9, Their research revealed that perceived ease of use does not
affect the behavioral pattern in this case rather influenced by security and privacy issues. No
relationship is built between the customer and the online shopping in the presence of perceived
online risk.

Hoque, Ali and Mahfuz (2015)10,Consumer attitudes toward online shopping usually been
determined by 2 factors: one is trust, and another is perceived benefits. Therefore, trust and
perceived benefits seem to be the critical conjectures of consumer behavior toward online
shopping.
RESEARCH GAP

Research gap is identified with the help of extensive literature survey. Through conducting
such survey, it is possible to discover the research gap. Research gap does not mean the time gap
between two researches, but it actually means the area which are not covered by the previous
researches and those areas are covered by the present research. The present study is about
exploring consumer’s behaviour towards online shopping, with special reference to Coimbatore.
The previous researches attempted to explore Perceptions, Comparison and Opinions about
Online shopping as a whole whereas the present study focuses only on consumer’s behaviour
towards online shopping. The current study is about finding out the consumers behaviour
includes level of awareness, level of interest and level of satisfaction.
 CHAPTER – III

THEORETICAL CONCEPTS OF THE STUDY

ONLINE SHOPPING
Online shopping refers to buying goods from online platforms. Online shopping is something
that a lot of people are nowadays moving towards. You can shop for different types of products
online by setting the preferences of the price range, material, discount range, etc.. You can place
an order from any place and at any time.

PURCHASING BEHAVIOUR
Consumer behaviour is the study of individuals, groups, or organization and all the activities
associated with the purchase, use and disposal of goods and services, including the consumer’s
emotional, mental and behavioural responses that precede or follow these activities. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.
Consumer behaviour is the investigation of customers and the cycles they use to pick, use and
discard items and administrations, including shopper’s passionate, mental, and social reactions.

FACTORS INFLUENCING CONSUMER BEHAVIOUR

 Psychological factors
 Social factors
 Cultural factors
 Personal factors
 Economic factors

PRODUCT CATEGORIES PROVIDED BY ONLINE SHOPPING APPS:

✓ Books
✓ Mobiles & Accessories
✓ Computers
✓ Gaming
 ✓ Movies & TV shows
✓ Music, Cd’s , DVD’s & Vinyl
✓ TV, Video & Mp3 Players
✓ Personal & Healthcare
✓ Home & Kitchen
✓ Pens & Stationary
✓ Fragrances
✓ Apparels & Fashion

ONLINE SHOPPING APPS

✔ Amazon is arguably the world’s largest online shopping store. It offers a wide array of
services including online retail, consumer electronics, multimedia content and computing
services among others. It is ranked as the leading online retailer in the US generating an
estimated net sale of close to $140 billion in 2016.

✔ Flipkart is an online trading company from India, founded in 2007 by Sachin Bansal and
Binny Baansal. Currently, Asian trade and industry are not only dominated by China or Japan.
India is also a strong competitor on the Asian continent, in the commerical and business
world. It is the largest and most powerful e-commerce company and valued at over 30 billion
dollars.

✔ Snapdeal is another Indian based e-commerce company that offers online retail services. It
was founded in 2010 but has risen to become one of the biggest e-retailers in India. It serves a
significant number of sellers and consumers of different products from different location all
over the country. It has a broader assortment of products estimated to be over 35 million
obtained from more than 125,000 retailers and brands, both local and international.

✔ Meesho is one of the greatest examples of an Indian social e-commerce company, which also
extends numerous opportunities for small businesses and individuals who want to start their
 own online business with the help of social media platforms.It was founded by batchmates and
IIT Delhi graduates,Vidit Aatrey and Sabjeev Barnwal in 2015, it is a mobile-first e-commerce
platform for resellers that includes housewives,domestic oldsters,and others to sell
merchandise within their non-public community typically recognized as social circles.

✔ Myntra is a part of Flipkart but is a competitor of the online portal where fashion is
concerned. Myntra is an Indian-based online marketplace for a wide range of fashion items. It
was founded in 2007 with the primary aim of customizing different types of gift items,
especially that are related to fashion. Later on in about three years Myntra chose to shift focus
and started to sell branded apparels. Amazon entered the Indian market in mid2013, and it
provided stiff competition to local online retailers..

✔ There are many stores which are focused on a single strategy called Focus online stores
which are direct Flipkart competitors. Some of them include the likes of Industry buying
(industrial material) or homeshop18 (home appliances). Such focused online stores take away
the market share of such products from the massive online portals like Flipkart.

Although they are small in size, the focused approach helps in turnover for these portals.

INDIAN SHOPPING TRENDS 2022

Reports by the Economic Times suggest that even if the overall retail market reduced by 5%,
online retail by 25% in India. Leading reasons for this growth are:

• Faster adoption of digital channels

• Comparative pricing
• Ease of returns
• Doorstep delivery
• Product reviews
Indian sellers who had small & micro-businesses could now reach more buyers. Sales volumes
from tier 2 and 3 cities went up by 46%. Consumer shopping behaviours today is determined by
Convenience. For an online business to thrive, you need to configure its operations around
placing the customer and their needs at its centered.
 CHAPTER – IV

ANALYSIS AND INTERPRETATION

4.1 TABLE SHOWING THE GENDER OF RESPONDENTS:

GENDER RESPONDENTS PERCENTAGE

Male 54 67.5%

Female 25 31.25%

Prefer not to say 1 1.25%

Total 100 100%

Referring to the above table we can analyses that out of 80 respondents 67.5% of respondents are
Male, 31.25% respondents are Female and 1.25% respondents are Prefer not to say. So majority
of the respondents are Male.

GRAPH SHOWING THE GENDER OF RESPONDENTS:

4.2 TABLE SHOWING THE AGE OF RESPONDENTS:

AGE GROUPS RESPONDENTS PERCENTAGE

Below 18 years 6 7.5%

18 - 25 years 70 87.5%

25-35 years 2 2.5%

Above 35 years 2 2.5%

Total 80 100%

From the above table we can see that out of 80 respondents 7.5% were below 18 years, 87.5%
were between 18-25 years of age, around 2.5% were among 25-35 years; exactly 2.5% were
Above 35 years. Therefore, we can interpret that the more number of respondents for this survey
were between 18-25 years and the Second highest number of respondents fall Below 18 years.

GRAPH SHOWING THE AGE OF RESPONDENTS:

80
70
60
50
40
30 RESPONDENTS
20
10
0
Married Unmarried Prefer not to say
4.3 TABLE SHOWING THE MARITAL STATUS OF RESPONDENTS:

MARITAL STATUS RESPONDENTS PERCENTAGE

Married 6 7.5%

Unmarried 70 87.5%

Prefer not to say 4 5%

Total 80 100%

From the given table, we can easily know that out of 80 respondents 87.5% of respondents are
unmarried, 7.5% are married and remaining 5% are Prefer not to say. Therefore majority of the
respondents are Unmarried.

GRAPH SHOWING THE MARITAL STATUS OF RESPONDENTS:

7
6
0
5
0
4
0
3
0
2
0 RESPONDENT
1
0 S
00
4.4 TABLE SHOWING THE PROFESSION OF RESPONDENTS:

OCCUPATION RESPONDENTS PERCENTAGE

Student 69 86.25%

Business 3 3.75%

Self-employed 2 2.5%

Professionals 3 3.75%

Others 3 3.75%

Total 80 100%

From the given table, we can know that 86.25% were student, exactly 3.75% were business,
professionals and others , around 2.5% were self-employed. We can interpret that the majority of
respondents are Students.

GRAPH SHOWING THE PROFESSION OF RESPONDENTS:

Upto school level

UG
PG
Diploma
Non-formal learning

Others
4.5 TABLE SHOWING THE QUALIFICATION OF RESPONDENTS:

EDUCATIONAL STATUS RESPONDENTS PERCENTAGE

Upto school level 7 8.75%

UG 66 82.5%
PG 5 6.25%

Diploma 1 1.25%

Non-formal learning 1 1.25%

Others 0 0
Total 80 100%

From the mentioned table we can see that out of 80 respondent’s majority of the respondents have
done their UG that is 82.5%, around 6.25% of respondents have completed their PG, exactly
8.75% has completed their schooling and around 1.25% has completed non-formal learning. We
can interpret that most of the respondents have qualified UG; therefore UG qualified persons play
a majority role in this research.

GRAPH SHOWING THE QUALIFICATION OF RESPONDENTS:

4.6 TABLE SHOWING THE AREA OF RESIDENT OF RESPONDENTS:

5
TABLE SHOWING THE MONTHLY INCOME OF RESPONDENTS:

AREA OF RESIDENT RESPONDENTS PERCENTAGE

Rural 40 50%

Urban 24 30%

Semi – Urban 16 20%

Total 80 100%

From the above given table, we can see that out of 80 respondent’s Most of respondents are come
under rural that is around 50%, and around 30% of respondents are from urban, around 16% of
respondents are from semi - urban. So, in this research more number of respondent’s from rural
area’s is 40 .

GRAPH SHOWING THE MONTHLY INCOME OF RESPONDENTS:

5.7 TABLE SHOWING THE ANNUAL INCOME OF THE RESPODENTS :

ANNUAL INCOME RESPONDENTS PERCENTAGE

Rs.1,00,000 – 3,00,000 69 86.25%

Rs.3,00,001 – 5,00,000 5 6.25%

Above 5,00,000 6 7.5%

Total 80 100%

From the above table, out of 80 respondents, majority of respondents that is 86.25% are earn Rs
1,00,000 -3,00,000,7.5% of respondents are earn above 5,00,000 and only 6.25% are earn
Rs.3,00,001- 5,00,000.

4.8 TABLE SHOWING THE FREQUENCY OF SHOPPING OF THE RESPONDENTS:

FREQUENCY RESPONDENTS PERCENTAGE

Frequently 8 10%

Monthly once 13 16.25%

Occasionally 37 46.25%

During Festival Seasons 22 27.5%

Total 80 100%

From given table we can see that 46.25% of respondents visits occasionally, 27.5% respondents
visits during festival seasons, 16.25% of respondents visits monthly once and 10% of respondents
visits frequently. So we can understand that majority of respondents visits occasionally.
4.9 TABLE SHOWING THE ONLINE PLATFORMS WHICH THE RESPONDENTS
PREFER TO SHOP:

ONLINE PLATFORMS RESPONDENTS PERCENTAGE

Amazon 40 50%
Flipkart 28 35%
Snapdeal 1 1.25%
Meesho 9 11.25%
Myntra 1 1.25%
Others 1 1.25%
Total 80 100%

The above table shows the online platforms which the respondents prefer to shop most, in
that 50% of people purchases in Amazon, 35% of them purchases on Flipkart, 11.25% of them
purchases with Meesho and only 1.25% of them purchases in Snapdeal, Myntra and others. So,
most of the respondents purchases in Amazon.

GRAPH SHOWING THE ONLINE PLATFORMS WHICH THE RESPODENTS

PREFER:
4.10 TABLE SHOWINFG THE FACTORS INFLUENCED THE RESPONDENTS TO
SHOPS ONLINE:

FACTORS INFLUENCED RESPONDENTS RANK

Advertisements 11 V

Social media 16 III

Friends & Family 14 IV

Great deals of offers & discounts 27 I

Others 12 II

Total 80

Above table shows the respondents ranked for the factors influenced towards online shopping.
Out of 80 respondents, Great deals of offers & discounts is ranked I with the highest respondents
of 27, Others is ranked II with the respondents of 12, Social media is ranked III with the
respondents of 16, Friends & Family is ranked IV with the respondents of 14, Advertisements is
ranked V with the lowest respondents of 11.

GRAPH SHOWING THE FACTORS INFLUENCED THE RESPONDENTS TO SHOPS

ONLINE:
 4.11 TABLE SHOWING THE FEATURES THAT RESPONDENTS LIKE IN ONLINE
SHOPPING OVER RETAIL SHOPPING:

H0 There is no relationship between annual income and features of online shopping apps.
H1 There is no relationship between gender and features of online shopping apps.

RESPONDENTS MEAN
SCORE
FEATURES SA A N D SD RANK
RANK

Shopping with peace of mind 30 24 22 3 1 3.99 IV

Digital payments 15 29 24 11 1 3.57 VIII
Quick shopping 25 38 15 2 0 4.07 II
Easy price comparison 27 34 13 4 2 4.00 III
Door step delivery 36 29 11 3 1 4.20 I
Convenience 24 28 24 3 1 3.89 VI
Control level of buying 18 25 25 9 3 3.58 VII
Offers & discounts 29 26 19 3 3 3.94 V

Degree of freedom : 4 Table Value (5%level):8.387

Calculated X2 Value :8.492
From the above table 4.11, it is that respondents ranked the features of online shopping over retail
shopping. Doorstep delivery is ranked I with the highest mean of 4.20, Quick shopping is ranked
II with the mean of 4.07,Easy price comparision is ranked III with the mean 4.00, Shopping with
peace of mind is ranked IV , Offers & discounts is ranked V, Convenience is ranked VI , Control
level of buying is ranked VII and Digital payments ranked VIII with the lowest mean of 3.57.

Since the calculated Chi square value is higher than the table value at 5% level, there is
significant association between annual income and features of online shopping
apps.Therefore,the null hypothesis is rejected.
4.12 TABLE SHOWING THE BEST PRODUCTS AVAILABLE IN THE ONLINE
PLATFORMS:

Sports Grocery &

Mobile & Home Beauty
Apps/Products Fashion & Books Gourment
Accessories appliances products
Fitness s

Resp 41 34 17 29 34 37 32
Amazon
36.25
% 51.25% 42.5% 21.25% 42.5% 46.25% 40%
%

Resp 31 34 21 31 26 29 20
Flipkart
38.75
% 38.75% 42.5% 26.25% 32.5% 36.25% 25%
%

Resp 0 2 30 7 3 1 8
Myntra
% 0 2.5% 37.5% 8.75% 3.75% 1.25% 10%

Resp 1 4 2 4 2 2 0
Snapdea
l
% 1.25% 5% 2.5% 5% 2.5% 2.5% 0

Resp 5 4 7 6 4 4 11
Meesho
% 6.25% 5% 8.75% 7.5% 5% 5% 13.75%

Resp 2 2 3 3 11 7 9
Others
% 2.5% 2.5% 3.75% 3.75% 13.75% 8.75% 11.25%

In the categories of mobiles & accessories Amazon has the highest response. 42.5% of
respondents stated that they prefer Amazon&Flipkart for purchasing home appliances.26.25% of
total respondents prefer Myntra for shop fashion products.In the categories of sports&fittness
Flipkart has the highest response 38.75%.Amazon has the highest response on books 42.5%.In the
categories of grocery&gourments Amazon has the highest responses.40% of respondents stated
that they prefer Amazon for beauty products.

4.13 TABLE SHOWING THE RESPONDENTS RECEIVING THE SAME PRODUCTS

DISPLAYED:

ATTENDED RESPONDENTS PERCENTAGE

Yes 55 68.75%
No 25 31.25%
Total 80 100%
The table shows that 68.75% of the respondents received the same products displayed and
31.25% are not received the same products displayed.

4.14 TABLE SHOWING THE BUYING BEHAVIOUR OF THE RESPONDENTS:

BUYING BEHAVIOUR RESPONDENTS PERCENTAGE

Compatible with lifestyle 12 15%
Controlled buying 13 16.25%
Attracting offers & discounts 18 22.5%
Analysis of products or services 11 13.75%
Adapting with new trends 6 7.5%
Availability of various brands 20 25%
TOTAL 80 100%

From the Above mentioned table we can see that buying behaviour of the respondents out of 80
respondents majority of the buying behaviour have chosen availability of various brands with
highest percentage of 25%,comparitive with lifestyle with 15% and control buying with 16.25%
and attractive offer discounts 22.5% and analysis of products and services with 13.75% and
adapting new trends have the lowest percentage of 7.5%.
4.15 TABLE SHOWING THAT THE RESPONDENTS RECEIVE THE PRODUCTS
NEATLY & SAFELY PACKED :

ATTENDED RESPONDENTS PERCENTAGE

Yes 74 92.5%

No 6 7.5%

Total 80 100%

The table shows that 92.5% of the respondents received the products neatly & safely packed and
7.5% are not received the products neatly & safely packed.

4.16 TABLE SHOWING THAT THE RESPONDENTS ACTION TOWARDS DAMAGED

PRODUCTS OF THEIR ORDERS:

ACTIONS TAKEN RESPONDENTS PERCENTAGE

Return or Refund 55 68.75%

Stoping further purchase 8 10%

Raising Complaints 5 6.25%

Others 12 15%

TOTAL 80 100%

From the table 4.15 ,the action return or refund are taken by 68.75% of total respondents,15%
taken other actions,10% of respondents are stopping further purchase and 6.25% were raising
complaints on damaged products.
4.17 TABLE SHOWING THE CHALLENGES FACE BY THE CUSTOMERS:

CHALLENGES RESPONDENTS PERCENTAGE

Lack of products you want 15 18.75%

Duplicate brands & products 41 51.25%

Slow checkout time 7 8.75%

Slow webpage responses 7 8.75%

Less durability 10 12.5%

TOTAL 80 100%

From the above mentioned table we can see that the challenges faced by the customers the
responses out of 80 respondents majority of the duplicate brands & products with highest
percentage of 51.25%, lack of products you want 18.75% and less durabilitity with 12.5% and
slow check time 8.75% and slow web page responses has the lowest percentage of 8.75%

GRAPH SHOWING THE CHALLENGES FACE BY THE CUSTOMERS:

4.18 TABLE SHOWING THAT THE RESPONDENTS RECEIVE THE PRODUCT IS AS
EXPECTED :

ATTENDED RESPONDENTS PERCENTAGE

Yes On Time 54 67.5%

Yes,before expected date 19 23.75%

No, delayed 7 8.75%

TOTAL 80 100%

From the above table 67.5% of respondents receive their products on time, 23.75% are receive on
before expected date and 8.75% of respondents receive delay.

4.19 TABLE SHOWING THE PAYMENT METHODS OF THE RESPONDENTS :

PAYMENT MODES RESPONDENTS PERCENTAGE

Payment Apps 11 13.75%

Credit card 5 6.25%

Debit card 6 7.5%

Net Banking 6 7.5%

Cash on delivery 52 65%

TOTAL 80 100%

From the above mentioned table we can see that the payment menthods of the respondents out of
80 respondents cash on delievery has the highest percentage of 65%, payments apps with 13.75%
,debit card 7.5% ,net banking is 7.5% and credit card has the lowest percentage of 6.25%.
GRAPH SHOWING THE PAYMENT METHODS OF THE RESPONDENTS :

Payment Apps
Credit card
Debit card
Net Banking
Cash payment
 CHAPTER – V

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS:

 Majority of the respondents 54 out of 80 are male (67.5%).

 Majority of the respondents 70 out of 80 are fall under the age 18 – 25 years (87.5%).
 Majority of the respondents 70 out of 80 are unmarried (87.5%).
 The leading proportions respondents 69 out of 80 are those who are students (86.25%).
 Majority of the respondents 66 out of 80 are UG students (82.5%).
 About (50%) of the total respondents are from rural area.

 86.25% of respondent’s 69 out of 80 family earns annual income of Rs 1,00,000 – Rs

3,00,000.
 Majority of the respondents37 out of 80 visits occasionally (46.25%).
 Half of the total respondents prefer Amazon (50%).
 Most of the respondents 27 out of 80 purchase the products because of great deals of
offers & discounts (33.75%).

 Doorstep delivery is ranked I among the features liked by respondents towards online
shopping over retail shopping.
 Most of the respondents stated that the Amazon has the best products like mobiles&
accessories, home appliances, books, grocery & gourments and beauty products.
 Majority of the respondents 55 out of 80 received the same products displayed (68.75%).
 Most of the respondents 20 out of 80 buying for availability of various brands (25%).
 About (92.5%) are received the products neatly & safely packed.
 68.75% of the total respondents are return or refund on damaged products.
 Majority (51.25%) of the respondents 41 out of 80 have stated that the duplicate brands &
products is the major challenge face by the customers.
 Most the respondents 54 out of 80 receive the orders as on time (67.5%).
 Cash on delivery are the mostly used payment method (65%).
FINDINGS FROM CHI SQUARE

1 H0 There is no relationship between annual income and features of online shopping apps.
2 H1 There is no relationship between gender and features of online shopping apps.

SUGGESTIONS

 Delivery services can be improved mainly in rural areas by selecting appropriate courier
service which has services in customer area for dispatching an item.
 Can make free delivery to all priced products.
 Can include more coupon codes and gift vouchers for increasing the traffic of the
customers.
 Out of stock items can made available as soon as possible and intimate the needed
customers.
 Should look for International/ Overseas markets or Neighbouring Countries.
 Can improve the payment options much more easier (Eg: contact less payment like wallets payment)
 Can improve search options for the products much more easier.
 Can take proper measures to avoid risk involved in online shopping.
 Can also promote easy EMI options.
 Can design and develop varieties of products to attract and retain online shoppers and to provide
complete satisfaction.
 Can improve the fastest installation services to their customers.
 Can encourage small scale sellers to enter into online selling markets easily.
CONCLUSION

Now people are getting knowledge about the online shopping as resulting to this E-commerce
growing rapidly. The organization focuses on stocking the items to its buyers required, and also
offering effective comparison between the products. Amazon gives the suggestions and guidelines
for the right choice of the product. It has successfully figured out how to remain in front of the
opposition. It is performing well; the number of customers is increasing day by day. Nevertheless,
company has to take some steps to improve the quality of the Products and Company should
promote their brand through more advertisements for a better growth of the company in India and
to compete with big brands like Flipkart, Snapdeal etc. Our findings will give a clear and wide
picture to online retailers and will help them understand the specific factors that influence
consumers buying preference and the marketing strategy to shop online, so they can build up their
strategies to cater the need of online shoppers.

BIBILOGRAPHY
 REFERENCES

1. Kim and Park (2003), “Identifying key factors affecting consumer purchase behaviour in an
online shopping context”.
2.Wessel, Kirk D (2004), “A study on consumer loyalty”.
3.Shun & Yunjie (2007), “Marketing of Flipkart products”.
4. Ajzen II (2012), “The Theory of planned behavior”.
5. Agwu E (2013), “Study of the buyers conduct”.
6. Prof. Ashish Bhatt (2014), “Consumer Attitude towards Online Shopping”.
7. Prashant Singh (2014), “Consumer’s Buying Behaviour towards Online Shopping A case study of
Flipkart.Com user’s in Luck now City”

8. Huseynov and Yildirm (2014), “Internet user’s attitudes toward business-to-consumer online shopping”.

9. Demangeot and Broderick (2015), “Consumer perceptions of online shopping environments”.

10. Hoque, Ali and Mahfuz (2015), “Consumer attitudes toward shopping in the online sphere”.

BOOKS

❖ Kotler Philip, “Marketing Management”,8th Edition June, 1995, Page no. 172-197.
❖ Schiffman-Kanuk , Consumer Behaviour – Prentice Hall of INDIA.
❖ Neal Mc, James V, An Introduction to Consumer Behaviour, New York, Willey 1973.
❖ Sharma, D.D. Marketing Research, New Delhi, Sultan Chand & Sons, 1999.
❖ Kothari, C.R. – Research Methodology, New Delhi, New International (P) Ltd, Edition
2006.

MAGAZINE:
❖ Business Today.
❖ India Today.
 ❖ Vogue.
❖ Magzter.

WEBSITES:

❖ http://www.walkthroughindia.com/

❖ https://techrrival.com/best-online-shopping-sites-india/

❖ https://www.yourarticlelibrary.com/

❖ https://zipordering.com/en/digital-analytics/purchasing-behavior.html

❖ https://www.similarweb.com/apps/top/google/store-rank/in/shopping/top-free/

❖ https://www.the-future-of-commerce.com/

ANNEXURE
QUESTIONNAIRE:
1 Gender
1. Male
 2. Female
3. Prefer not to say

2 Age group you belong to

1. Below 18 years
2. 18 - 25 years
3. 25 - 35years
4. Above 35 years

3 Marital Status
1. Married
2. Unmarried
3. Prefer not to say

4 Occupation
1. Student
2. Business
3. Self employed
4. Professionals
5. Others

5 Educational Status
1. Upto School level
2. UG
3. PG
4. Diploma
5. Non-formal learning
6. Others

6 Area of Resident
1. Rural
2. Semi - Urban
3. Urban

7 Annual Income
1. Rs.1,00,000 - 3,00,000
2. Rs. 3,00,001 - 5,00,000
3. Above Rs.5,00,000

8 How often do you shop online?

1. Frequently
2. Monthly once
3. Occasionally
 4. During Festival Seasons

9 Which of the following platforms do you prefer the most?

1. Amazon
2. Filpkart
3. Snapdeal
4. Meesho
5. Myntra
6. Others

10.Which factor influenced you to prefer the above platforms?

1. Social media
2. Friends & Relatives
3. Advertisements
4. Great deals of offers & discounts
5. Others

11.Why do you prefer online shopping over retail shopping?

Strongly Agree Agree Neutral Disagree Strongly Disagree
1. Shopping with peace of mind
2. Digital Payments
3. Quick Shopping
4. Easy Price Comparison
5. Door Step Delivery
6. Convenience
7. Control level of Buying
8. Offers & Discounts

12. Platforms that has the best products available for given categories of appraisal of customers?
Amazon Flipkart Myntra Snapdeal Meesho Others
1. Mobiles & accessories
2. Home Appliances
3. Fashion
4. Sports & Fitness
5. Books
6. Grocery & Gourmet
7. Beauty Products

13. Do you receive the same products displayed?

1. Yes
2. No
14. Give a response to buying behaviour towards online shopping?
1. Compatible with lifestyle
2. Controlled buying
3. Attracting offers & discounts
4. Analysis of products or services
5. Adapting with new trends
6. Availability of various brands

15. If No, What was your action?

1. Return or Refund
2. Stopping further purchase
3. Raising Complaints
4. Others

16. What is the biggest challenge you face in online shopping?

1. Lack of product you want
2. Duplicate brands & products
3. Slow checkout time
4. Slow webpage responses
5. Less durability

17. Are the products neatly and safely packed?

1. Yes
2. No

18. Whether the delivery of the product is as expected?

1. Yes, On time
2. Yes, Before expected date
3. No, Delayed

19. Which mode of payments you use to buy the products in online shopping?
1. Payment Apps
2. Credit card
3. Debit card
4. Net banking
5. Cash on delivery

20. Comments & Suggestions, If any