A STUDY ON ONLINE SHOPPING BEHAVIOUR OF STUDENTS

WITH SPECIAL REFERENCE OF AJK COLLEGE OF ARTS AND

SCIENCE COIMBATORE
Project report submitted in partial fulfilment of the requirements for the award

of the degree of

BACHELOR OF BUSINESS ADMINISTRATION WITH

COMPUTER APPLICATIONS

OF BHARATHIAR UNIVERSITY

Submitted by

AHMED FAYAZ M Y

1925G0452

Under the guidance of

Dr. S.UMAMAHESWARI, M.B.A.,M.Phil.,Ph.D

HEAD OF THE DEPARTMENT

DEPARTMENT OF BUSINESS ADMINISTRATION WITH COMPUTER

APPLICATIONS

AJK COLLEGE OF ARTS AND SCIENCE

COIMBATORE.

May-2022
 CERTIFICATE

This is to certify that project report entitled “A STUDY ON ONLINE SHOPPING

BEHAVIOUR OF STUDENTS WITH SPECIAL REFERENCE OF AJK COLLEGE OF
ARTS AND SCIENCE COIMBATORE” submitted to Bharathiar University in partial
fulfilment of the award of degree of BACHELOR OF BUSINESS ADMINISTRATION
WITH COMPUTER APPLICATIONS is a record of original work done by me during
period of the study in AJK COLLEGE OF ARTS AND SCIENCE under the supervision
of Dr.S.Umamaheswari, Head of the Department in Department of Business Administration
with Computer Applications.

Signature of the Guide

Place: Coimbatore

Date:

Signature of the HOD Signature of the Principal

Viva-voce examinations held on:

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I hereby declared that the project record has been undergone by me at AJK COLLEGE OF
ARTS AND SCIENCE, Navakarai, Coimbatore and that the report is submitted in partial
fulfilment of BHARATHIAR UNIVERSITY for the award of the degree of BACHELOR
OF BUSINESS ADMINISTRATION WITH COMPUTER APPLICATIONS is reward
of original work done by me under the guidance of Dr.S.Umamaheswari, Head of the
Department during the period of my study at AJK COLLEGE OF ARTS AND
SCIENCE.

Place: Coimbatore

Date:

AHMED FAYAZ M Y

(Reg.No:1925G0452)
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my guide Dr.

S.Umamaheswari,M.B.A.,M.Phil.,Ph.D HEAD OF THE DEPARTMENT as well as our
principal Dr.B.Satheesh Kumar who gave me the golden opportunity to do this wonderful
project on the topic A STUDY ON ONLINE SHOPPING BEHAVIOUR OF STUDENTS
WITH SPECIAL REFERENCE OF AJK COLLEGE OF ARTS AND SCIENCE
COIMBATORE , which also helped me in doing a lot of research and I came to know so
many new things.

My sincere thanks to Dr.S.Umamaheswari, Head of the Department for her support and
suggestions during this project work

I would also like to thank my parents who helped me a lot in finishing this project within the
limited time.

THANKS AGAIN TO ALL WHO HELPED ME.

CHAPTER NO. TITLE PAGE NO.

1 ABSTRACT 1

2 INTRODUCTION TO THE STUDY 2

3 REVIEW OF LITERATURE 6

4 OBJECTIVES OF STUDY 9

5 LIMITATIONS OF STUDY 10

6 RESEARCH METHODOLOGY 11

7 DATA ANALYSIS AND INTERPRETATION 13

8 FINDINGS 42

9 SUGGESTIONS 45

10 CONCLUSION 46

11 BIBLIOGRAPHY 47

12 QUESTIONNAIRE 48
SL.NO TITLE OF THE TABLE PAGE NO

7.1 HOW OFTEN DO YOU MAKE ONLINE PURCHASE 14

7.2 RANK THE FACTORS WHICH CONSIDER 35

IMPORTANT

12.1 RANK YOUR PURCHASE IN ONLINE SHOPPING 49

12.2 RANK THE FACTORS OF STOPPING ONLINE 50

SHOPING
SL NO TITLE OF THE CHART PAGE NO
7.1 LIKE TO SHOP ONLINE 13
7.2.1 HOW FREQUENTLY ARE PURCHASING ONLINE 14
7.2.2 HOW FREQUENTLY ARE PURCGASING ONLINE 15
7.3 AVERAGE AMOUNT THAT PEOPLE SPEND ON E-SHOPPING 16
7.4 ONLINE SHOPPING PREFERENCE PERIOD 17
7.5 PREFERABLE PAYMENT MODE FOR E-PURCHASE 18
7.6.1 USUALLY MADE ONLINE PURCHASES 19
7.6.2 USUALLY MADE ONLINE PURCHASES 20
7.7 MOST PREFERED E-SHOPPING SITES 21
7.8.1 PREFERED MEDIUM FOR ONLINE PURCHASE 22
7.8.2 PREFERED MEDIUM FOR ONLINE PURCHASE 23
7.9.1 COMMON REASON TO SHOP ONLINE 24
7.9.2 COMMON REASON TO SHOP ONLINE 25
7.10.1 PROBLEMS FACED IN ONLINE SHOPPING 26
7.10.2 PROBLEMS FACED IN ONLINE SHOPPING 27
7.11 SATISFACTION LEVEL OF STUDENTS 28
7.12 SECURE WHILE E-SHOPPING 29
7.13 INFLUENCE OF COD OPTION ON E-PURCHASE 30
7.14 PREFERRED MODE OF SHOPPING 31
7.15 IMPORTANT FEATURES FOR E-SHOPPING SITES 32
7.16 RANK THE FACTOR STOPPING YOU FROM THE ONLINE 36
SHOPPING
7.17 TRACK THE ORDER 37
7.18 FREE SHIPPING OPTION MOTIVATES TO SHOP 38
7.19 VISITING SHOP BEFORE PURCHASING ONLINE 39
7.20 GETTING COMPLETE INFORMATION ON NET BEFORE E- 40
PURCHASE
7.21 ADDITION OF ANY NEW CATEGORY IN E-SHOPPING 41
CATEGORY
 CHAPTER 1

Abstract

Online shopping offers the customer a wide range of products and services wherein he is able to
compare the price quoted by different suppliers and choose the best deal from it. Internet
marketing is conceptually different from other marketing channels and internet promotes a one to
one communication between the seller and the end user with round the clock customer service.
The consumer, in case of online shopping can buy the selected product rapidly by doing some
clicks from home or work saving time and energy in spite of the larger distance arising from the
endless and unlimited market offered by the internet. In addition, the internet can also facilitate
the shopping of consumers with reduced mobility. Despite these motivational factors, there are
various transaction and non-transaction issues involved such as internet users being
uncomfortable while giving their credit card number, personal information, etc. which act as
deterrents. Online shopping is new, and it is at a nascent stage, and there are no hard-and-fast
rules to live by .Consumers are slow in showing interest in online shopping. However, the future
for internet shopping looks bright and promising.

Keywords: Online shopping, Consumer attitude, Consumer behaviour, Promotion strategies

1
 CHAPTER 2

INTRODUCTION

India will have the world's second-largest Internet user base by this December, overtaking the
US. This is among the many interesting findings in the Internet in India 2015' Report released by
the Internet and Mobile Association of India (IAMAI) and IMRB International.

According to report. India will have 658 million Internet users by December 2021 and its user
base has increased by 22 per cent compared to last year. In October, 518 million Indian users
accessed Internet. China has the largest Internet user base, with over 1000.02 million users.

Is not surprising anymore that mobile is responsible for a big chunk of this growth in Urban
India, the mobile Internet user base grew by 65 per cent over last year to reach 324 million in
October 2021. In Rural India, the mobile Internet user base is expected to reach 471 million by
December 2021 and 512 million by April 2022.

Ninety-four per cent of users access the Internet through their mobile phones in Urban India.
However, 41 per cent also use the desktop or laptop to access the Internet. But 95 per cent of
those who use the mobile to access the Internet consider it their primary device for browsing.

unsettling revelation is the gender gap when it comes to access to Internet. Men account for 67
per cent of Internet users, while women account for just 33 per cent.

The demographic data in the report also point to some interesting trends. In rural India. 75 per
cent of the users fall in the 18-30 years age bracket, while 11 per cent are younger than 18 and 8
per cent are in the 31 45 years group. In Urban India, 32 per cent of monthly active users are
college-going students.

Online communication social networking, and entertainment are the top reasons for accessing
the Internet. Only 34 per cent of urban users and 48 per cent of rural users accessed the Internet
for online shopping.

India’s e-commerce market was worth about $22 billion in 2018, it went up to $84 billion in
2021.

2
Increasing Internet penetration and growing preference for shopping online will drive the
ecommerce market in India to USD 25 billion by 2019 with a whopping 100 million people
going online to shop as revealed by Google India.

Compared to 8 million in 2012. about 150 million people are now buying everything from
apparel to electronics to cosmetics and furniture from online stores.

When it comes to e-tailing electronics and apparel are the biggest categories in terms Of sales.

Online travel accounts for nearly 71 percent of the e-commerce business in India.

E tailing, on the other hand, accounts for only 8.7 percent of organised retail and a minuscule 0.3
percent of total retail sales.

Online shopping (sometimes known as e-tail from "electronic retail" 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. Alternative names are: e-web-store, e-shop, e- store,
Internet shop, web-shop, web-store, online store, online storefront and virtual store.Mobile
commerce (or m-commerce) describes purchasing from an online retailer's mobile optimized
online site or app.

The year 1991 noted a new chapter in the history of the online world where e-commerce became
a hot choice amongst the commercial use of the internet. At that time nobody would have even
thought that the buying and selling online or say the online trading will become a trend in the
world and India will also share a good proportion of this success.

3
Flipkart:

Flipkart is an e-commerce company founded in 2007 by Sachin Bansal and Binny Bansal. Where
it is headquartered in Bangalore. Karnataka. Flipkart has launched its own product range under
the name "DigiFlip" with products including tablets, USES, and laptop bags. May 2014. Flipkart
received $210 million from DST Global, in July 2014 it raised $1 billion led by existing
investors Tiger Global and South Africa's media group Naspers and in May 2015 it raised $550
million from some of its existing investors. Flipkart's last undraising round in May 2015 had
pegged its valuation at $15 billion.

Amazon:

Amazon.com, Inc. often referred to as simply Amazon, is an American electronic commerce and
cloud computing company with headquarters in Seattle, Washington. It is the largest Internet
based retailer in the United States. Amazon.com started as an online bookstore later diversifying
to sell DVDs. Blurays, CDs, video download/streaming.MP3 downloads/streaming, audio book
downloads/streaming. software, video games, electronics, apparel furniture, food, toys and
jewellery. The company also produces notably, Amazon, Kindle, E-book readers, Fire tablets,
Fire TV and Fire Phone and is the world's largest provider of cloud infrastructure services
Amazon also sells certain low-end products like USB cables under its in-house brand Amazon
Basics. Amazon has separate retail websites for United States. United Kingdom and Ireland,
France, Canada, Germany. Italy. Spain, Netherlands. Australia, Brazil. Japan, China, India and
Mexico. Amazon also offers international shipping to certain other countries for some of its
products. In 2011, it professed an intention to launch its websites in Poland and Sweden. In 2015,
Amazon surpassed Wal-Mart as the most valuable retailer in the United States by market
capitalization.

4
Snapdeal:

Snapdeal is an online marketplace, New Delhi, India. The company was started by Kunal Bahl, a
Wharton graduate as part of the dual degree M&T Engineering and Business program at Penn
and Rohit Bansal, an alumnus of IIT Delhi in February 2010. Investors in the Company include
Softbank Corp. Ru-Net Holdings. Tybourne Capital, Premji Invest, Temasek Kalaari Holdings,
Bessemer Venture Partners, IndoUS Ventures, Capital, Saama Capital, Nexus Ventures, Intel
Capital, and Ratan Snapdeal Tata, When acquired Free Charge in Capital, Sofina. Ru-Net
Holdings and Tybourne Capital became shareholders in Snapdeal.

5
 CHAPTER 3

REVIEW OF LITERATURE

Review of research report is done to what research works have already been done on this and
related topics or fields, the methodology adopted by them, the findings and conclusions, the
listed scope for further research and so on. Below an attempt is made to review the available
literature related to the topic of this research.

1. Amin.P.D and Amin.B.(2010) made an attempt to summarize the key findings from
various research studies relating to gender based differences in case of online shopping activities
.The stronger influence of perceived case of purchasing on both attitudes and online shopping
intentions for female compared to males indicates that online shopping intentions and attitudes
are sensitive to female perception, given a higher demand for the physical environment or a
strong desire for the sensory pleasures associated with touching a product. Finally, the gendered
nature of conventional buying emerged clearly- women prefer emotional and psychological
involvement in the online and offline shopping process; whereas men focus on efficiency and
convenience in obtaining shopping outcomes from actual product.

2. Banerjee, Dutta, and Dasgupta. (2010) conducted a study on “customer`s attitude towards
online shopping”. The study revealed that among the 202 respondents who shopped online,
89.1%were satisfied and 96.1% satisfied customers also intended to indulge in online shopping
in the future. It could be concluded that the availability of extensive and current information was
the most important factor which influenced Indian customers to shop online. The researcher also
revealed that there was a significant association between online shopping and monthly family
income, frequency of internet usage, and time spent per session on Internet usage.

3. Broekhuizen and Huizingh (2009) conduct a study on” Online purchase determinants: Is
their effect moderated by direct experience.”The purpose of this paper is to examine the
moderating influence of direct online shopping experience in an e‐commerce context. Compared
to the purchasers, the inquirers were more concerned with the perceived enjoyment, risk and
price attractiveness offered by the website, while caring less about time/effort savings. Inquirers
were negatively influenced by the price attractiveness of their chosen insurance, which indicates
that they were less likely to use the website for future transactions if they were satisfied with

6
their current price. Guidelines for managers of websites for financial services about how to
convert inquirers into buyers and improve the loyalty of online buyers. Draws upon insights
from marketing, e‐commerce and information systems to provide substantial support for the
hypotheses regarding the moderating influence of direct online shopping experience.

4.Torben Hansen, Jan Moller Jensen, (2009) conduct a study on “Shopping orientation and
online clothing purchases: the role of gender and purchase situation” This paper seeks to
investigate shopping orientation and online clothing purchases across four different
gender‐related purchasing contexts. A conceptual model for understanding the impact of
shopping orientation on consumer online clothing purchase is proposed and tested both in a
general setting and across purchasing contexts. The results support the expected differences in
men's and women's shopping orientations and willingness to purchase clothing online. On
average, consumers indicate that reduced difficulty in selecting items is sorely needed when
purchasing clothing online. However, when evaluated across different purchasing situations,
perceived difficulty in selecting items is an important action barrier only for women. Less fun
significantly affected online clothing purchases for men purchasing clothing for themselves, but
not for women doing the same.

5. Miao Zhao, Ruby Roy, Dholakia (2009) The purpose of this paper is to address the
following questions in the context of a transactional web site. How do web site attributes
influence customer satisfaction? Will an increase in the performance of a specific attribute lead
to increased satisfaction? The paper identifies several relationships between interactive web site
attributes and customer satisfaction. At this stage of web development, no attribute emerges as a
“must‐be” attribute; one ‐ dimensional or linear attributes are common but not the only category
of interactive attributes. In addition, mixed and attractive attributes were also found. Moreover,
the paper confirms that Kano categories shift over time and with usage experience. Different web
site design strategies should be used depending on users' online experience and the various
relationships between interactive web site attributes and customer satisfaction. No previous
research has yet examined interactivity at the attribute level. Web site designers and managers
have to make decisions regarding each attribute. Adopting the Kano methodology, widely used

7
in other areas of research, this paper examines the relationships between attribute‐level
interactivity and customer satisfaction with a retail web site.

6. Lan Xia, Kent B. Monroe, (2009) The purpose of this paper is to study the effects of
consumers' pre‐purchase goals on their responses to price promotions. Consumers with a
pre‐purchase goal were found to be more attracted to the promotion than those without a goal.
More importantly, pre‐purchase goals interact with promotion characteristics and produce
differential effects on willingness to buy. Consumers with a pre‐purchase goal are more attracted
to promotions emphasizing reduced losses while those without a goal responded more fav
toward promotions emphasizing gains. Moreover, consumers with and without a pre‐purchase
goal respond differently to various discount levels. Existing research on price promotions has not
examined the influence of consumers' pre‐purchase goals. This paper brings a new dimension to
price promotion research. Understanding these variations in pre‐purchase goals across consumers
will help sellers design more effective promotion programs.

7. Xia Liu, Mengqiao He, Fang Gao, PeihongXie, (2008) The purpose of this study is to
identify factors that may influence Chinese customers' online shopping satisfaction, including
those which are ignored by prior studies, from the perspective of total online shopping
experience. In this paper, the authors propose a model of the satisfaction process in the
e‐commerce environment, identifying key constructs proposed by prior studies and developing
hypotheses about which dimensions of online retailer constructs are significant predictors of
online shopper satisfaction. The authors test the hypotheses through multiple regression analysis
based on a survey of 1001 online customers. The analysis suggests that eight constructs –
information quality, web site design, merchandise attributes, transaction capability,
security/privacy, payment, delivery, and customer service are strongly predictive of online
shopping customer satisfaction, while the effect of response time is not significant. This research
contributes to the study of online shopping customer satisfaction by developing a model of the
satisfaction process in the e‐commerce environment, and identifying factors that may influence
Chinese customers' online shopping satisfaction including those which are ignored by prior
studies.

8
 CHAPTER 4

OBJECTIVES OF THE STUDY

1. To study the Online Shopping behaviour pattern amongst the students of AJK
Collage of Arts and Science
2. To study the factors affecting the Online Shopping behaviour of amongst the students of
AJK Collage of Arts and Science
3. To identify their preferences towards different e-shopping websites and the features of
websites in general.
4. To study perception of students and their satisfaction level towards online shopping.

9
 CHAPTER 5

LIMITATIONS OF STUDY

1 The study was confined only to the students of AJK Collage of Arts and Science
coimbatore so the study may not be generalized in a broader perspective.
2 As not all respondents would have been able to understand the questionnaire correctly or
misread the questions so there is a little chance of marking wrong answers or incorrect
choices.
3 The study is restricted to only teenagers so in order to make more generalized. reliable
and significant conclusions a study employing larger sample size is needed.
4 Time-constraint has also been one of the limitations.

10
 CHAPTER 6

RESEARCH METHODOLOGY

Research methodology is a way to solve the research problem. It may be understood as science
of studying how research problem is done scientifically.
The procedure using, which researchers go about their work of describing, explaining and
predicting phenomena is called Methodology. Methods compromise the procedures used for
generating, collecting, and evaluating data. Methods are the ways of obtaining information full
for assessing explanation.

RESEARCH DESIGN:

Descriptive Researchstudy is done for the study of consumer buying behaviour.

RESEARCH INSTRUMENT:

Questionnaire is the research instrument used here.

METHODS OF DATA COLLECTION:

• PRIMARY DATA
Primary data are those. which are collected for the first time, and they are original in character. A
suitable combination of Questionnaire techniques. & discussion with the respondents was used to
collect the required primary data. Primary data gives higher accuracy and facts, which is very
helpful for any research and its findings. The primary data has been collected through structured
questionnaire.

11
 • SECONDARY DATA
The secondary data are those, which are already collected by someone for some purpose and are
available for the present study. Secondary data was collected from the magazines, websites,
newspapers, and other such sources.

STATISTICAL TOOLS USED

• PERCENTAGE METHOD

In this project percentage method test and used. The following is the Formula:

Percentage of Respondent Number of Respondents x 100

Total number of Respondents

SAMPLING PLAN:

Sample Size. : 75

Sampling Unit : Students of AJK Collage of Arts and Science belonging to the age group

( 20- 25)

Sample Procedure : Random Sampling

Sampling Method : Questionnaire

Research Design : Descriptive research design

Survey Area : AJK Collage of Arts and Science Coimbatore

12
 CHAPTER 7

DATA INTERPRETATION AND ANALYSIS

1. Do you like to shop online ?

a) Yes 70

b) No 5

Boys & Girls Shopping Student Who Like To

Online Shop Online NO
7%

Female ( Male (
YES ) YES )
44% 56%
YES
93%

Chart 7.1

Interpretation :

93% students like to shop online.

Out of the total females 44% shop online and out of the total boys 56% shop online.

13
 2. If yes, how often do you make online purchase?

Total Male Female

Once in a month 13 9 4
Once in 2-3 months 19 9 10
More than once in 6 months 3 2 1
1-3 times in a year 10 5 5
When required 25 14 11
Table 7.1

How frequently are people purchasing online

Ones in a month
As & when 19%
required
36%
Ones in 2 - 3mont
27%

1 - 3 times in year
14%

More than once in

6 month
4%

Chart 7.2.1

14
 F M

14

11
10
9 9

5 5
4

2
1

Ones in month ones in 2 - 3 month More than ones in 6 1 - 3 times in year As & when required
month

Chart 7.2.2

Interpretation :

• 36% of students do online shopping whenever its needed or required. Out of girls
32% girls shop once in 2-3 months compared to 23% of boys in the same category.19%
of students "shop once in a month".
• Only 4% of students fall in category of online shoppers who shop "More than
once in 6 months".

15
 3. What is the average amount that you spend per purchase while shopping online?

Up to Rs 500. 6

Rs 500-1000 30

Rs 1000-5000 33

Above Rs 5000 1

Average amount that people spend on

E - Shopping
Above 5000 Up to Rs 500
1% 9%

Rs 1000 - 5000
47%
Rs 500 - 1000
43%

Chart 7.3

Interpretation :

47% of student spend an average amount of Rs 1000-RS500 per purchase while shopping

online followed by 43% who like to spend Rs500-Rs700 per purchase.

16
 4. Generally when do you prefer making online purchase?

During Festive Season 3

During heavy discount period offers ( online shopping festival ) 17

Depends upon mood or desire 32

As & when required 18

Online Shopping Preference Period

During Festival During
Season heavydiscount
4% period offers
As and when (online shopping
reequired festival )
26% 24%

Depend upon
Mood or desire
46%

Chart 7.4

Interpretation :

46% of students prefer to shop online depending upon their mood or desire.26% of students shop
as and when required followed with 24% of students who only shop during heavy discount
period offers ( like-online shopping festival, big billion day etc ).

17
 5. How do you make payments mostly when shopping online ?

Debit Card 8 Credit Card 7

Cash On Delivery 53

Third Party 1

Third party
Google pay Preferable Pament Mode For E-purchase
PhonePe
1%

Debit card
12% Credit card
10%

Cash on delivary
77%

Chart 7.5

Interpretation :

76% students would make C.O.D payments when shopping online and 12% would do using
debit card and 10% with credit card and 2 % with Third party Google pay or PhonePe.

18
6. What purchases do you usually make when you shop online ?

Apparels 26

Electronics Goods 28

Accessories 34

Books 24

Beauty and Personal Care Products 6

Footwear 25

Tickets ( railways or airways ) 16

Luggage / Bags 6

Other ( sports accessories etc. ) 2

other ( Sports
Luggage / Accessories etc.)
Bages 1%
Tickets ( Railway& 4%
Airways )
9% Apparels
15%
Footwears
15% Electronics Goods
17%

Books Accessories
Beauty and
14% 20%
Personal Care
Products
5%

Usually Made Online Purchases

Chart 7.6.1

19
 Chart 7.6.2

Interpretation :

20% prefer accessories, 17% prefer electronic goods and 30% prefer apparels and footwear 14%
like to shop for books.

A lot more boys are preferring electronics goods compared to girls.

20
 7. Which of the following websites do you prefer for online shopping?

a) Flipkart.com 53

b) Amazon. In 12

c) Jabong.com 6

d) Snapdeal.com 19

e) Others (Homeshop18, Lenskart etc.) 4

Most Preferred E-Shopping Sites

others
( Homeshope18,
Lenskart etc.)
4%

Snapdeal.com
20%
Jabong.com
6% Flipkart.com
57%
Amzone.in
13%

Chart 7.7

Interpretation :

57% population prefer flipkart , 20% like snap-deal and 13% prefer amazon.

21
8. Which medium do you prefer for online shopping?

Male female

a) Laptop / P.C 4 10

b) Smartphone 36 20

c) Tablet 0 0

Preferred Medium for Online Purchase

Tablet
0% Laptop / P.C
18%

Smartphone
82%

Chart 7.8.1

22
 Preferred Medium Online Purchase
Male Female

36

20

10

4
0 0

Smartphone Laptop &p.C Tablet

Chart 7.8.2

Interpretation :

Smart phone is a preferred medium over laptops as 82% are using smart phone and 18% are
using laptops.

23
9. What is / are the reasons for e-shopping ?

a) Saves Money 23

b) Saves time 31

c) Convenient 16

d) Range & Availability of Products 30

e) Others (ease, fast, reliable etc.) 0

others ( ease
Common Reasons to Shop Online ,Fast,relibilite etc. )
0%

Range and
Save Money
Availability of
23%
Product
30%

Convenient Save Time

16% 31%

Chart 7.9.1

24
 Common Reasons to Shop Online
Male Female

20
19
18

12
11
9
7
4

0 0

Save Money Save Time Convenient Range & others ( easy,

Availability of etc. )
products

Chart 7.9.2

Interpretation :

31% find e- shopping time saving 23% find it money saving and 16% find it convenient.

25
 10. Have you felt any problem in online purchasing?

a) Yes 21

b) No 49

If yes, what kind of problems ?

a) Delay in delivery 12

b) Cheap Quality 4

c) Damaged Product 2

d) Non-Delivery 5

e) Others (fake) 1

Problems Faced In Online Shopping

YES
30%

NO
70%

Chart 7.10.1

26
 Problems Faced In Online Shopping
other (fake)
4%

Non - Delivary
21%
Delay in delivary
50%

Damage Product
Cheap Quality
8%
17%

Chart 7.10.1

Interpretation :

70% people have never faced any problem in e-shopping and out of 30% people who have faced
some problems in e-shopping 50% say the problem was "delay in delivery".

Non-delivery has 21% and cheap quality has 17% share.

27
 11. How do you rate your experience of Online Purchase ?

a) Very much satisfied 13

b) Satisfied 50

c) Not satisfied 1

d) Can't say 5

Satisfaction Level of Students

Not Satisfied
1%
Can't Say Very Much
7% Satisfied
19%

Satisfied
73%

Chart 7.11

Interpretation:

73% students are satisfied and 19% say they are very much satisfied with their online purchasing
experience.

28
 12. Do you feel secure while shopping online?

a) Yes 60

b) No 10

Secure While E-Shopping

NO
14%

YES
86%

Chart 7.12

Interpretation :

86% feel secure while e-shopping and 14% of the population is insecure.

29
 13. Does cash on delivery option influences you to do online shopping?

a)Yes 63

b) No 7

Influence of C.O.D Option On E -Purchase

NO
10%

yes
90%

Chart 7.13

Interpretation :

90% of the population says C.O.D option plays an influencing role in e-shopping and 10% think
it doesn't.

30
 14. How do you like to do online shopping?

a) Through E-shopping websites or using browser 49

b) Through E-shopping Apps 21

Preferred Mode of Shopping

Through E-Shopping
Website or Using
Browsers
30%

Through E-shopping
Apps
70%

Chart 7.14

Interpretation :

30% students prefer Websites/browsers to shop online whereas 70% prefer using apps.

31
15. Features you think are necessary for an online shopping website to have?

a) Social Networking Integration 7

b) Multiple Payments 23

c) Privacy & Secure Checkout 19

d) Customer Friendly 30

e) Credibility 9

f) Customer Care Service 23

g) Comparison Between Sites 19

h) Others (review/feedback) 3

32
 Important Features For E-Shopping Sites

Comparison others (Review Social Network

/ feedback) Integration
Between Sites
2% 5%
14%

Multiple Payments
Customer Care 18%
Service Privacy & Secure
17% Check Out
14%
Credibility
7%
Customer Friendly
23%

Chart 7.15

Interpretation:

Customer friendly feature has a % share of 23% 18% is of multiple payment gateways and 31%

is for customer care service and privacy checkout followed by 14% is for comparison between

sites.

33
16. Rank the factors which you consider important in refraining/stopping you from shopping
online? (Ranking is to be done numerically like 1, 2, 3, 4.)

a) Risk Of Identity Theft(Hacking)

b) Risk Of Not Getting What You Paid For

c) Difficulty In Returning Products/items

d) Waiting To Receive The Product (delivery issues)

e) Complex Compared To Traditional Shopping

f) Lack Of Trust Worthiness Of Vendors

g) Not Being Able To Touch Or See Products

h) More Expensive Than Sold In Retail Stores

34
 Categories Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8

Risk of identity 18 8 10 2 9 11 7 10
theft (hacking)

Risk of not getting

what you paid for 12 19 13 4 15 2 6 3

Difficulty In
Returning product / 9 18 9 11 13 4 7 4
items

Wating to receive
the product 5 8 6 20 11 9 8 8
(delivery issues)

Complex compared
to 2 10 4 8 7 19 15 10
traditional
shopping

Lack of trust
worthiness of 5 8 14 7 11 10 8 12
vendors

Not being able to

touch or see 13 10 7 7 13 12 9 4
product

More expensive
than sold in retail 12 0 6 5 6 8 15 23
stores

Table 7.2

35
 25
Risk of identity theft (hacking

20
Risk of not getting what you
paid for
Difficulty In Returning product /
15 items
Wating to receive the product
(delivery issues)
10
Complex compared to
traditional shoppingg

5 Lack of trust worthiness of

vendors
Not being able to touch or see
0 product
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8

Chart 7.16

Interpretation :

Out of the various reasons for refraining/stopping people for shopping online the 1" rank is

occupied by "Risk of identity theft",2 by "Lack of trustworthiness of vendors".

36
17.Do you think the feature of Track The Order" is an important factor influencing the online
shopping decision?

a) Yes 62

b) No 8

Dose The " Track The Order " Feature

Influences To Shop Online ?

NO
11%

YES
89%

Chart 7.17

Interpretation :

89% think "Track the order is an influencing factor in e-shopping.

37
 18. Does "free shipping option motivates you to shop online?

a) Yes 62

b) No 8

Does " Free shipping " option motivates to

shop online ?

NO
16%

YES
84%

Chart 7.18

Interpretation :

84% believe "free shipping motivates them to shop online.

38
 19. Do you visit retail stores before purchasing a product online?

a) Yes 15

b) No 55

Visiting Retail Shop Before Purchasing Online

YES
21%

NO
79%

Chart 7.19

Interpretation :

21% say they visit retail stores before purchasing anything online.

39
 20. Do you search for complete information about the product on the net before making
online purchase?

a) Yes 60

b) No 10

Getting Complete Information on Net Before

E-purchase

NO
14%

YES
86%

Chart 7.20

Interpretation :

86% of the population search for complete information on net before e purchase.

40
21. Do you want to add any category of your choice in the list of e-shopping categories ?

a) Yes 3

b) No 67

Addition of Any New Category In E -shopping

Category
YES
4%

NO
96%

Chart 7.21

Interpretation :

96% say they didn’t want to add any new category of your choice in the list of e-shopping
category as they get everything they want.

41
 CHAPTER 8

FINDINGS

I. Online shopping behaviour pattern amongst students :

• Out of total students (boys and girls) 93% likes to do online shopping which is a large
majority. Boys contribute 56% and Girls 44% in the total figure of respondents doing online
shopping.
• 36% of students, a large chunk of population do online shopping whenever its needed or
required. Out of girls 32% girls shop once in 2-3 months compared to 23% of boys in the same
category. 19% of students "shop once in a month".
• 47% of students are willing to spend an average amount of Rs 1000-Rs 5000 per
purchase while shopping online followed by 43% who like to spend Rs500-Rs700 per purchase.
• Out of boys 2% of boys would spend up to 500 per purchase when they shop online and
2% would spend above Rs 5000 per purchase compared to 16% of girls who would spend up to
500 per purchase and 0% on purchase above Rs 500
• 46% of students prefer to shop online depending upon their mood or desire 26% of
students shop as and when required followed with 24% of students who only shop during heavy
discount period offer(like-online shopping festivals, big billion day etc)
• 76% students would make C.O.D payments when shopping online and 12% would do
using debit card and 10% with credit card and 2 % with third party ie Google pay or PhonePe.

42
 II. Preferences of Students While Making Online Purchase

• Accessories and Electronic Goods are the two most preferred online shopping categories
amongst all.
• Preferences of apparels, footwear and books taken in descending order of sequence are
the other three popular choice amongst students.
• In the category of online Ticket purchase. we have 88% boys and only 12% girls and
similarly for Electronic goods we have 86% boys and only 14% girls.
• Beauty/Personal Care products and luggage/bags are the two least preferred categories
The most preferred online shopping website amongst students is Flipkart.com with a share of
57% votes in its favor then its snapdeal.com followed by Amazon. In.
• Students rarely look for any other alternatives like- jabong, shopclues, lenskart, vox pop
etc.
• Smartphone is preferred by 82% students as a medium for online shopping whereas 18%
use to Laptop/P.C get the online shopping experience.
• 26% girls and 55% boys out of the total respective categories chose 35% girls and 65%
boys went for Smartphones laptop/p.c..

III Satisfaction And Overall Perception Level Towards E-shopping !

• 70% students have never encountered any sort of problem in their online purchase, Delay
in delivery is the main issue with the remaining 30% after that its non-delivery and cheap quality
of products.
• 71% students are satisfied with their online shopping experience.
• 86% feel secure when they shop online.

43
 IV. Factors That Affect Online Shopping Behavior Of Students:

• Three main reasons that influence students to go for e-tailing in the order of preference
are time saving, range and availability of products and economical (saves money).
Relatively less students find convenience as an influencing factor.
"Online shopping saves money" is surely not the mantra for girls as only 17% support
this on the other hand 83% of boys find it really money saving.
• 90% students think CO.D option influences them to shop online.
• 70% students like to use e-shopping websites or browser to do online shopping and rest
30% use e-shopping apps.
• A large chunk of students think that an e-shopping website should be customer friendly
first. Approximately 25% want it to be customer friendly Multiple payment gateways. customer
care service are the other two necessary features which students look for in an e-shopping
website as 35% have chosen these two features.
• Risk of identity theft. Risk of not getting what you paid for, difficulty in returning
products and lack of trustworthiness of vendors are the four important factors which would stop
or refrain or discourage students from online shopping.(the factors are in the order of priority)
89% students think tracking the order is an important factor which influences their online
shopping decision
• 23% girls out of the total girls don't consider "tracking the order" feature so important.
• 84% of students find "free shipping" option as a motivating factor to shop online.
• 79% of students do not visit a retail store before making an online purchase.
• 86% students search for complete information about the product on the net before making
online purchase.
• 96% of students do not wish to add any new category in the list of e-shopping categories.
4% want to add beer, psychedelic drugs. Alcohol and some personal use items.

44
 CHAPTER 9

SUGGESTIONS

• On the basis of the findings of my research I would like to give the following
suggestions.
• E-commerce websites should come up with lucrative offers on quarterly basis to lure girls
since they shop more compared to boys during this period.
• Range and Availability of products in the price range of Rs 1000-5000 and Rs500-1000
should be given special consideration as 90% of shoppers fall in this category.
• E-tailings websites should also work considerably in building trust and friendly
relationship with customers by coming with better privacy policies as this would encourage
shoppers to use other mode of payments like debit cards, credit cards etc as well.
• Since Flip kart has got a strong hold in e-commerce market as the majority prefers it over
other e-shopping websites so it should keep on delivering good and other websites like Snap deal
and Amazon should work on their delivery services, range and availability of products especially
in electronic goods and accessories segment and making better connect with potential customers
to stay in race and make the competition tougher.
• Around 70% of online shoppers prefer e-shopping websites or browsers over e- shopping
apps so e-tailers should come up with ideas to improve the shopping experience using
browsers.(flipkart has already made an entry with flipkart lite)
• E-commerce sites should take the privacy issue really serious as well as the deliverance
of authentic products with better return policies to make themselves credible before the eyes of
customers.

45
 CHAPTER 10

CONCLUSION

• A successful web store is not the just a good looking website with the dynamic technical
features but is also emphasis on building the relationship with customers with making money.
First understanding the customer's needs and wants is very essential for building a relation with
the customers keeping companies’ promises gives a customer a reason to come back and meeting
the expectations gives them a reason to stay.

• It shows the company value towards its customers over the website communication.
Customers needs and the expectations are the not the same age, gender, experience, culture are
all the important factors. Users with more online influence focus on the variables that directly
influence the task.

• To increase the online purchases business must use the significant time and money,
define. design, development, test, implement and maintain the web store. It is very easy to lose
the customer but very difficult to gain the customer.

• To remain in the online business a web store should responding the customer’s emails,
notifying the customer’s problems and always being honest towards the customer.

• Price factor and after sale factor play an important role in e-commerce business so online
marketers should give due importance to it as well as work on satisfying the existing customer
each time and offer new schemes day by day to attract new ones.

46
 CHAPTER 11

BIBLIOGRAPHY

1. Online and upcoming the Internet's Impact on India by Mckinsey& Company

2. Google India Study reports numbers about online shopping in India; "Electronics' Top
Search but Apparels' most bought by Team YS January 29 2013.

3. Indian E-Commerce statistics in Wikipedia.

4. Chalam,G. (2014). e - Commerce and its structural Development in India – An Analysis.

The IUP Journal of Information Technology.

5. Dahiya, D. B. (2013). Challenges in online shopping in India. International journal of

Scientific & Engineering Research.

6. Indian E-commerce companies on Wikipedia.

47
 CHAPTER 12

Annexure

Gender Age: (20-25)

Q1. Do you like to shop online?

a) Yes b) No (then jump to Q16)

Q2. If yes, how often do you make online purchase?

a) Once in a month b) Once in 2-3 months

c) More than once in 6 months d) 1-3 times in a year

e) When required

Q3. What is the average amount that you spend per purchase while shopping online?

a) Up to 500 b) Rs 500-1000

c) Rs 1000-5000 d) Above Rs 5000

Q4. Generally, when do you prefer making online purchase?

a) During Festive season

b) During heavy discount period offers (online shopping festival)

c) Depends upon mood or desire

d) As & when required

Q5. How do you make payments mostly when shopping online?

a) Debit Card b) Credit Card

c) Cash on Delivery d) Third Party (eg: PhonePe. Google pay etc)

Q6. Rank your purchase when you go for online shopping?

a) Apparels b) Electronic Goods

c) Accessories d) Books
e) Beauty & personal care products f) Footwear
g) Tickets (Railways or airways) h) Luggage Bags
Table 12.1

48
Q7.Which of the following websites do you prefer for online shopping?

a) Flipkart.com b) Amazon. In

c) Jabong.com d) Snapdeal.com

e) Others (please specify)

Q8.Which medium do you prefer for online shopping?

a) Laptop/P.C b) Smartphone

c) Tablet

Q9. What is are the reason(s) for e-shopping?

a) Saves money b) Saves time

c) Convenient d) Range and availability of products

e) Others (please specify)

Q10. Have you ever felt any problem in online purchase?

a) Yes b) No

If yes, what kind of problem(s)?

a) Delay in delivery b) Cheap quality

c) Damaged product d) Non-Delivery (address problem)

e) Others (please specify)

Q11. How do you rate your experience of online purchase?

a) Very much satisfied b) Satisfied

c) Not satisfied d) can't say

Q12. Do you feel secure when shopping online?

a) Yes b) No

Q13.Does cash on delivery option influences you to go for online shopping?

a) Yes b) No

49
 Q14. How do you like to do online shopping?

a) Through e-shopping websites or browser b) Through e-shopping app

Q15. Features you think are necessary for an online shopping website to have?

a) Social networking integration b) Multiple payment gateways (debit card, credit card
etc.)

c) Privacy & secure checkout d) Customer friendly

e) Credibility f) Customer care service

g) Comparison between sites h) others (please specify.)

Q16. Rank the factors which you consider important in refraining/stopping you from shopping
online?

a) Risk of identity theft (hacking

b) Risk of not getting what you paid for
c) Difficulty in returning products/items
d) Waiting to receive the product delivery issues)
e) Complex compared to traditional shopping
f)Lack of trust worthiness of vendors
g)Not being able to touch & see products
h) More expensive than sold in retail store
Table 12.2

Q17. Do you think the feature of "tracking the order is an important factor influencing the online
shopping decision?

a) Yes b) No

Q18. Does “free shipping” option motivates you to shop online?

a) Yes b) No

Q19.Do you visit retail stores before purchasing a product online?

a) Yes b) No

Q20. Do you search for complete information about the product on the net before making online
purchase?

50
a) Yes b) No

Q21. Do you want to add any new category of your choice in the list of e-shopping categories?

a) Yes b) No

If yes, then please name…………………………………………………………………………….

51