Embed Size (px)
Citation preview
FEMALE CONSUMER BEHAVIOR TOWARD ONLINE SHOPPING
Submitted to:Dr. NISHI SETHI
Submitted to:EKTA KAPRI2015HS20M
Introduction
Online shopping or e-shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Michael Aldrich is the man who invented online shopping in 1979.
Alternative names of online shopping are: e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online store, online storefront and virtual store.
online shopping has become the third most popular Internet activity, immediately following e-mail using/instant messaging and web browsing. It is even more popular than seeking out entertainment information and news, two commonly thought of activities when considering what Internet users do when online.
The consumer behaviour that is associated with online shopping is similar to the traditional shopping behaviour except the difference of going to market place and evaluating products in physical forms.
Specific features of Online shopping
1. It is based on the concept of flexi time.2. It can be accessed from anywhere.3.One can evaluate many online shopping
stores at a time.4. Comparison can be made in real time.5.There is provision of replacement of
product if it is not as per the aspiration of the customer.
6. Casual shopping.
Top 9 leading online shopping sites of 2015
Ranking Founded Websites Service Offered
1 2002 Irctc.co.in Online railway tickets , hotel booking flights booking , holiday booking etc. IRCT Website Comprises 45% of all visitors to travel websites in India and 19% of total Internet audience.
2 2007 Flipkart.com It is the biggest online megastore in India which offers wide range of products like electronics, mobiles, books, clothing, Kitchenware and more. It also introduced in-a-day guarantee with an additional charge of Rs. 90/-
3 2010 Snapdeal.com It is an online marketing and shopping company which is one of the cheapest online Mobile store. It sells products like Electronics, Footwear, Clothing, Automotives, Books, Furniture etc.
4 2012 Jobong.com It has been a front runner among online shopping websites in India. Unlike other shopping sites, Jobong doesn't offer electronic products, instead the site specializes in Apparel,shoes, accessories, beauty and home accessories.
5 1995 eBay.in ebay.in is a part of ebay.com. It hosts a wide range of products like electronics, mobiles, apparels, collectibles, sports equipments etc
6 1994 Amazon.in The international Giant e-commerce retailer
recently stepped into India with an Indian version site www.amazon.in. The store hosts wide range of products like electronics, mobiles, laptops, books, fashion jewelry, kitchenware and more. In-a-day guarantee is available at amazon at an extra charge of Rs. 99/-
7 2007 Myntra.com Myntra offers top fashion and lifestyle brands in India. Myntra sells fashion and lifestyle products like clothing, footwear, bags and more
8 2011 Shopclues.com
It offers products like mobile phones, laptops,
tablets, electronics, homdecor, footwear, apparel,
fashion accessories, books & music etc9 1997 Tradus.com Tradus offers products like mobiles, consumer
electronics, appliances, bags, footwear, Home décor and more
Source : thetechgear.com
Objective of research
The primary objective of the current study is to understand the online buying behaviour of female consumers.
The study is finding out to examine the perceptions of female consumers.
The primary objective of the current study is to understand the online buying behaviour of female consumers.
The study is finding out to examine the perceptions of female consumers.
Objective of research
Literature review
Author Year Review
Google India
2011 Online shopping in India, saw 128% growth in interest from the consumers in the year 2011 to 2012 in comparison to only 40% growth in 2010 to 2011, making 2012 the tipping point for online shopping in India. In terms of product categories, consumer interest on Google search for apparels & accessories (30%) emerged as the second biggest product category after consumer electronics (34%).
Seema Agrawal
2014 38% respondent do online shopping because of easy buying process, and 23% consumer do online shopping because of wide verity of products, and 21% respondent purchase tickets online and 5% respondents purchase CD/DVD. In term of on- time delivery 51% agree that there is on –time delivery by shopping online.
Jarvenpaa et.al
2ooo They discover that there is a positive relationship between consumer trust in Internet stores and the store’s perceived reputation and size. Higher consumer trust also reduces perceived risks associated with Internet shopping and generates more favourable attitudes towards shopping at a particular store, which in turn increases willingness to purchase from that store.
Shergill and Chen
2005 The model included several indicators belonging to four major categories; the value of the product, the shopping experience, the quality of service offered by the website and the risk perceptions of Internet retail shopping. The study concluded that regular web buyers were much more satisfied with all website variables than trial web buyers.
Methodology
The research is based upon primary and secondary data both. The primary data was collected through a questionnaire designed exclusively for the study. The questionnaire was designed to collect information about demographic profile of the respondents such as age,education and source of money. In addition to this various questions related to the knowledge and experience about online shopping, reason for choosing online shopping, type of products purchased online, factors affecting consumer's behaviour while online shopping etc.
Secondary data was taken from research papers, Journals,and websites.
• Locale of study- The locale for the study was choosen as Chaudhary Charan Singh Haryana Agriculture University, Hisar.
• Selection of respondents- Amongst all post graduate students of M.Sc first year ,second year and PhD. 30 students were randomly selected as sample. All these were done keeping the objectives in mind.
HISAR
M.Sc.(Ist year & IInd year) and PhD
TOTAL 30 STUDENT
PURPOSIVELY
RANDOM
CCSHAU, HISAR
HOSTLER(30)
SAMPLING PROCEDURE
• Selection of dependent variables-A list of variables was prepared in consultation with the course instructor and on the basis of review of literature. The following dependent variables were selected-
• Viewing Pattern- Frequency Programme Preference Influence Response• Independent variables- The following independent variables
were selected –• Age• Educational level• college
Tools and Techniques of data collection- A questionnaire was prepared for data collection. Questionnaire consists of background information about the respondents and information on different variables choosen for the purpose of the study.
Analytical procedure and interpretation of data- After enumeration, the filled data in questionnaire were assigned code for subsequent detailed analysis. Master table and tally sheets, graph and the frequency tables in respect of different variables were prepared.
• Based on the finding of the study and conclusions drawn on the basis of statistical analysis results were interpreted and recorded in the report, keeping in view the objectives of the study.
Frequency, Percentage and Mean- To assess the background profile of the respondents, frequency, percentage and correlation were calculated.
Result and Discussion
TABLE 1: PERSONAL PROFILE OF RESPONDENTSBasic factors Categorization Frequency(f) % in total sampleGender Female 30 100
Total 30
Age21-22 14 4723-24 12 4025-26 4 13Total 30 100
educationMSc 1st yr 15 50MSc 2nd yr 13 43PhD 2 7Total 30 100
collegeAgriculture 15 50Home science 13 43Basic science 2 7Total 30 100
Source of moneyParents 22 74Parents+fallowship 4 13Parents+scholarship 4 13Total 30 100
• Out of total respondents of 47% were in the age group of 21-22 years, 40% were in the age group of 23-24 years, and 13% were in the age group of 25-26 years.
• Out of total respondents 50% were from MSc 1st year, 43% were from MSc 2nd year and 7% were from PhD.
• Out of total respondents 50% were from college of agriculture, 43% were from college of home science and 7% were from college of basic science.
• Out of the total respondents 74% get money from there parents, 13% get from parents+fallowship, 13% get from parents+scholarship.
74%
26%
YESNO
Table 2: Consumer do online shopping
Particulars Frequency(f) % of respondent
Yes 22 74
No 8 26
Total 30 100
Out of the total respondent’s majority of respondents (74%) do online shopping and 26% not shop online.
Table 3: Experience of online shopping
Particulars Frequency (f) % of respondent
From last 6 month 5 22
Past 1 year 7 31
Past 2 year 4 19
Past 3 year 6 28
22
3119
286month1 year2 year3 year
31%of respondents (who shop online) experience online shopping from past 1 year, 28% shop from past 3 years, 22% shop from last 6 month and 19% shop from past 2 years.
Table 4: Frequency of online purchasing
Particulars Frequency(f) % of respondentOnce in week - -
Once in fortnight - -
Every month 5 23
Couple in year 5 23
Occasionally 6 27
During sale 6 27
23
23
27
27weeklyfortnightmonthly2 time in yroccasionallyduring sale
27% of respondents (who shop online) purchase online occasionally or during sale and 23% purchase every month or couple in a year.
Table 5: Preferred device for shopping online
Particulars Frequency(f) % of respondent
Desktop - -
Mobile 20 90
Laptop 8 36
Tablet - -
71%
29%
desktopmobilelaptoptablet
Majority of respondents(90%) (who shop online) preferred mobile for online shopping and 36% preferred laptop for online shopping. And no one use desktop and tablet.
Table 6: Product purchased Particulars Frequency(f) % of respondentClothes 17 77Footwear 9 40Books 8 36Electronic gadgets 6 27Jewellery 4 18Sporting goods 3 14Others 3 14Cosmetics 1 .2Toys 1 .2
77
4036
27
14
18
0.2 0.214 clothes
footwear
books
electronics
sporting
jewellery
cosmetics
toys
others
Many respondents
purchased more than one
product.
77% of respondents (who
shop online) purchased
clothes, followed by
footwear(40%),books(36%),
Electronic gadgets(27%)
,jewellery(18%),
Sporting goods(14%),
others(14%),and
cosmetics and toys(0.2%).
Table 7: Prior information
Particulars Frequency(f) % of respondent
YES 20 91
NO 2 9
91%
9%
YESNO
Majority of respondents i.e. 91% (who shop online) collect prior information about online shopping site and only 9% didn’t collect prior information.
Table 8: Preferred websites
Particulars Frequency(f) % of respondent Rank
Flipcart.com 19 86 I
Myntra.com 10 45 II
Amazon. In 7 31 III
Snapdeal.com 7 31 III
Jobong.com 3 14 IV
eBay. In 3 14 IV
Shopclues.com 3 14 IV
Homeshop18.com 2 9 V
Yepme.com 1 5 VI
Yebhi.com - - -
Majority of respondents (who shop online) preferred Flipkart(86%) followed by Myntra(45%),Amazon(31%),Snapdeal(31%),Jobong(14%),eBay(14%),Shopclues(14%),Homeshop18(9%),yepme(5%).
31
31
865
14
45
149 14 Amazon. In
Snapdeal.comFlipcart.comYepme.comYebhi.comJobong.comMyntra.comeBay. InHomeshop18.comShopclues.com
Table 9: Payment modeParticulars Frequency(f) % of respondentCredit card 1 4
Debit card 4 18
Net baking 2 9
Cash on delivery 16 72Credit card EMI - -
Cash card/wallet 2 9
Gift voucher - -
418
9
72
9Credit card
Debit card
Net baking
Cash on delivery
Credit card EMI
Cash card/wallet
Gift voucher
72% of respondents (who shop online) preferred cash on delivery, 18% pay with debit card, 9% pay with net banking and wallet and only 4% used credit card for payment in online shopping.
Table 10: Amount spend in single purchase
Particular Frequency(f) % of respondent
<100 - -
101-300 - -
301-500 6 27
501-1000 13 59
1001-5000 3 14
>5000 - -
27%
59%
14% <100101-300301-500501-10001001-5000>5000
59% respondent (who shop online) spend 501-1000 rupee, 27% spend 301-500 rupee, and 14% spend 1001-5000 rupee in single purchase.
Table 11: Problem in delivery
Particulars Frequency(f) % of respondent
YES 12 55
NO 10 45
55%
45%YESNO
More then half (55%) respondent (who shops online) experienced problem in delivery.
CorrelationTable 12.1: correlation between age and depended variable
Variable Group
Age
Online shopping behaviour
0.107
Source of money -0.12
Time Since when they shop online
3.178
(0.05 level of significance)
Table 12.1 exhibits the correlation of online shopping, source of money and since when they shop online. Result showed that online shopping behaviour respondents and time since when they shop online were positive and significantly correlated with age. (r=0.107, r=3.178 respectively at 0.05 level of significance). Whereas source of money was negatively and non significantly correlated with age. (r=-0.123)
Table 12.2: correlation between education and prior information
Variable Group
Education
Prior information 0.415
(0.05 level of significance)
Table 12.2 exhibits the correlation of prior information. Result showed that prior information was positive and significantly correlated with education. (r=0.415 respectively at 0.05 level of significance).
RESULT AND DISCCUSION
1. Starting from demography, the results of correlation
results of age indicated that there is a quite strong correlation between age and attitude towards online shopping.
2. Correlation is also done on education to see the trend of online shoppers with different education levels, the result showed that which is positive correlation between education and attitudes towards online shopping and would indicate that higher education makes online shopping more attractive.
3. Mostly respondents have an experience of past 1 year of online shopping (31%).
4. Mostly respondents purchase every month (23%).5. Maxi. Respondents preferred mobile for online
shopping (90%).
6. Majority of respondents purchase clothes (77%).7. Majority of respondents collect information prior to
online purchase(91%).8. 63% respondents agreed that while online shopping,
it is easy to choose and compare with other products.
9. 86% respondents preferred Flipkart.com for online shopping.
10. Most of respondents generally paid by cash on delivery (72%).
11. Mostly respondents spend 501-1000 rupee in online shopping (59%).
12. 55% of respondents experience problem with delivery.
Conclusion
The current study is descriptive in nature and it has made an attempt to understand the behaviour of Indian consumers towards online shopping. This research shows that online shopping is having very bright future in India. Perception towards online shopping is getting better in India. The generalized results obtained through data analysis have given close indication of increasing significance of online stores in the life of Indian people and their online shopping behaviour. The e-stores are frequently visited by the shoppers. The ease and convenience provided by these stores for 24X7 has made very easy shopping for consumers. With the use of internet consumer can shop anywhere, anything and anytime with easy and safe payment option. Consumers can do comparison shopping between products as well as online stores by saving time and money.
Bibliography Choudhury, A.; Mallick, D. N., and Rao, H. R. .Web channels in e-commerce, Communications of
the ACM (44:1), 2001, pp.99-104 thetechgears.com/top-online-shopping-websites-in india Srivastava ,Preeti(2013). A Study of Consumer Online Shopping Attitude and Behaviour
towards Jewellery. IJSRRS: International Journal of Scientific Research in Recent Sciences.volum no.1
Agarwal ,Seema. A study of factors affecting online shopping behaviour of consumers in mumbai region. Tactful management research journal . ISSN: 2319-7943.page no.98-104
upadhyay ,payal. Analysis of online shopping behavior of customer in kota city. Shiv shakti international journal in multidisciplinary and academic research (SSIJMAR).Vol. 2, No. 1;page no. 1-28
Salehi,Mehrdad(2012). Consumer buying behaviour towards online shopping stores in Malaysia. International Journal of Academic Research in Business and Social Sciences. Vol. 2, No. 1 ISSN: 2222-6990.page no.393-403
Bhatt,Ashish(2014).Consumer Attitude towards Online Shopping in Selected Regions of Gujarat. Journal of Marketing Management. Vol. 2, No. 2, page no. 29-56
Http://www.studymode.com/essays/attitude-of-indian-consumers-towards-online-647049.html
Sharma and Mittal (2009).Prospects of e-commerce in India. Asian Journal of management and research.Volum no.3(2).page no.396-408
Sultan ,Muhammad Umar(2011). Consumers’ Attitude towards Online Shopping Factors influencing Gotland consumers to shop online. Master in Business Administration.Thesis, Högskolan på Gotland
