CHAPTER 1

INTRODUCTION
Introduction

Online shopping is the process whereby consumers directly buy goods from
a seller interactively in real-time without an intermediary over the internet.
Online shopping is the process of buying goods and services from merchants
who try to sell their products to people who surf the internet. Shoppers can visit
web stores from the comfort of their homes and shop as theysit in front of the
computer. Consumers buy a variety of items from online stores.

Online shopping has become a popular method for purchasing and selling
goods due to many reasons. Because of the busy schedule of people they face the
problem of time management. As a solution for that problem, people tendto
use online shopping, because of limited time; consumers have ability to get
complete information about the product which they plan to purchase, and they
can review variety of products and can choose most compatible item from them.
There are no domestic or international barriers in the online shopping. Therefore,
people can purchase and consume not only domestic product but also product
from foreign countries.

As the internet is truly a worldwide phenomenon. The number of internet users

have grown, this growth and diverse internet population means the people having
diverse taste and purposes are now going to web for information and to buy
products and services. Now days internet is not just another medium to getin
touch with customers, but it is an important channel to find potential customers
as well as channel to continue relationship with existing customers. Essentially,
the idea of online shopping is to lead customers to a convenient way of shopping,
customers will be able to save their time and money, plus retrieve all the product
information with just few clicks in a few minutes, plus purchasing can be made
anywhere, anytime according to their preferences.
Statement of problem

Online marketing has gained a lot of importance in present marketing

conditions. But along with its vital growth the number of scamps, fraudulent
practices and cheating also has increased. Such cheating activities have created
fear in the minds of customers and also an adverse impact in the attitude of
consumers towards online purchase. The problem area of the survey is
consumer’s satisfaction and attitudes towards online shopping will determine the
factors that influence customers to shop online and those factors will help the
marketers to formulate dare strategies towards online marketing.

Scope of study

 Quality and availability of product.

 Mode and speed of delivery of the product.
 Features of the shopping website.

Objectives

 To find out the satisfaction level of the customers for online purchase.
 To analysis features that consumers expect at an online shopping.
 To analysis socio economic background of customer.

Research design

Nature of study
The nature of study is descriptive.

Nature of data

The study makes use of both primary and secondary data.

Sources of data

Primary data is collected in the course of doing descriptive research by

doing survey. Secondary data is collected from internet, websites etc.

Sample design

Nature of population
For this study we have taken 50 customers. Here the population is
students of Government First Grade College, Hosadurga.

Method of sampling
 The sampling method used in convenient sampling.

Size of sample

Sample size is 50.

Tools for analysis

The tools used for analysing the data collected are percentage analysis, pie
chart and bar diagram.

Limitation

 The data collected for the study has been limited 50 respondents only.
 There is a chance for personal bias.

Chapterization

The study is presented in five chapters as follows.

Chapter 1: Introduction- this chapter mentions introduction, statement of

problem, objectives, scope of study, and methodology, chapter layout of the
study.

Chapter 2: Review of Literature- this chapter mentions empirical literature.

Chapter 3: Conceptual Review- this chapter mentions meaning of customer

satisfaction and online shopping, factors affecting customer satisfaction.

Chapter 4: Data analysis and interpretation- this chapter mentions the data tables,
figures and interpretations made out from the questionnaire.

Chapter 5: Conclusion- this chapter mentions the findings and suggestions made
from the interpretation of data analysis and conclusion of the study.
 CHAPTER 2
REVIEW OF LITERATURE
2.1 Literature review

Internet usage history and intensity also affect online shopping potential.
Consumers with longer histories of internet usage educated and equipped with
better skills and perceptions of the web environment have significantly higher
intensities of online shopping experiences and are better candidates to be
captured in the cyber world. Those consumers using the internet for a long time
from various locations and for a higher variety of services are considered to be
more active users. Numerous researchers in the past have carried out various
studies on customer satisfaction examining different variables which had created
same impact on level of customer’s satisfaction and revealed different findings.

CRAWFORD (1997) said that traditional consumer behaviour online shopping

has its own model, which the buying process starts from the problem recognition,
information search, evaluation of alternatives, then purchase, and at last post
purchase behaviour.

SOLOMON (1998) studied the online shopping and said that it is the study of
the processes involved when an individual selects, purchases, uses of products,
services, ides, or experiences to satisfy needs and desires. In view for the internet
to spread out as a retail channel, it is imperative to realize the consumer’s mind-
set, intention and conduct in light of the online buying practice.

CHEUNG AND LEE (2005) proposed a research frame work and suggested
the key dimensions for customer satisfaction with respect to internet shopping
which were information quality(accuracy, content, format and timelines)system
quality(navigation, ease of use, response time and security)and service
quality(responsiveness, assurance and empathy).

HSUEHEN (2006) has also explained about their investigations of the

relationship among website quality, customer value and customer that in
defining the sub attributes of each main factor. Web customer satisfaction can be
classified into two distinctive attributes which are web information quality.

GUO et al., (2012) identified that eight determinants had positive relation with
consumer satisfaction viz., website design, security, information quality,
payment method, e-service quality, product quality, and product variety and
delivery service.
AJITABH DASH (2012) identified the key factors influencing customer’s
satisfaction through online shopping. These factors are privacy, trust,
complexity, product variety, risk, time utility and reliability multiple regressions
were used to know impact of these factors online shopping.
 HAMED GOLROKHSARI (2012) found out that time efficiency, convenience
of purchasing any time and place, direct access to information and customer
service are the factors which build convenience.

NIKHASHEMI et al., (2013) found out that customer perceived quality,

perceived ease of use, perceived security and online payment process have
significant positive effect on increasing customer satisfaction towards internet
shopping.

ASHISH PANT (2014) concluded in his research article that a successful web
store is not the just a good looking website with dynamic technical features but
it also emphasis on building the relationship with customers with customers with
making money. Firstly 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.

AISHAMYLEH et al., (2015) examined the following dimensions of e-services

to know its impact on satisfaction level of consumers: website design, reliability,
efficiency, and responsiveness, ease of use, availability and privacy. The
outcomes of the study suggested that all the dimensions except ease of use had
an impact on satisfaction of customers.

According to Amin & Noor (2013), the E-consumers generally refer to the purchaser of
goods and services over electronic systems such as Internet and other computer networks.
This new group of consumers is increasing in number over the years as on-line shopping
become a trend and manifestation of modern life style.Based from the Paynter& Lim
(2001), E-commerce would provide consumers with benefits such as interactive
communications, fast delivery, and more customization that would only be available for
consumers through online shopping. Product information in the Internet is more compact
and it ranges from various sites. Users have more opportunity to choose and compare
products they want to purchase or easily find and select specialized products. This kind
of open market place would increase competition, provide benefit for industrial buyers
as it will promote better quality and more variety of goods. Nowadays, the desires to shop
and buy through the Internet become a trend to the people. Usually, the rate when people
use to online shopping is during the festival season such as Hari Raya Aidilfitri.

Robert Rodriguez Marketing New Invention

During this generation, technology has taken drastic steps and has evolved quicker
than anyone would’ve ever imagined. In the article, “Marketing New Inventions” by
Robert Rodriguez, the author talks about how a new original invention would come out,
and how to make them popular. For instance, inventors Shelly Conte and Cindy
Reichman invented the hide-and-seek doll, which made a hit in the Toys R US stores and
it made them a fortune. Soon enough, new toys and copycats came out and there would
be disputes about who came out with the product first. Each inventor has to play smart
and keep their new toy hip and in-style. In some cases, the inventor would think outside
the box; like Mike Summers, the inventor who created a life saving device that inflates
when hurled in water. Instead of worrying about other competitors, Summers decided to
make a deal with other larger companies. All of these inventions are good in their own
respectable way, but what is the greatest invention of all time? I believe the internet is the
greatest thing ever invented for its communication, education, and the marketing in
today’s society.

Persuasive Speech On Online Shopping

It is that time of the year again where everybody is excited and humbly waiting
for new year’s. New year bring so much happiness and new opportunities for every
individual. It is an also a time to share your happiness with everybody and party and have
a get together. And there is no better way of letting your friends and family know about
their importance in your life and to express the happiness on the special occasion, you
want to give gifts and presents to them. And there is no better way than shopping online
for their favourite products and gifting them. You can also buy gifts from stores and malls
but there are so many benefits that you will get the urge to purchase it from online
shopping sites.

Why Is Online Shopping Better Than Traditional Shopping

Online shopping is very important, but in the past people don’t know how to used
online shopping. They used traditional shopping or go to malls and shopping. Nowadays
when the life is development and people know smart way which is online shopping it is
easy and better than traditional shopping. Online shopping is very good because it is
economic and least cost. With online shopping you can buy different things from different
countries .Online shopping offers rare things that is not in our country. Online shopping
is not only for women. The men can shop in the internet. You can shop in your telephone
or computer. Form some consumers shopping and purchasing online have become part
of their live.
 A Comparison Of Traditional Shopping: Traditional And Online Shopping
The advancement of technology has elevated the performance level in which
businesses sell products and how consumers purchase these products. With
improvements in machinery for mass producing products, there are now opportunities to
sell products across the globe. The traditional method of shopping has been a part of
many societies for ages. Persons would exchange items so that each could receive what
they require. Purchasing items online has recently become a new trend and has influenced
the majority of consumers. However, there is still a demand for the use of the traditional
shopping method. Traditional and Online shopping provide good products, enable you to
compare products, possess reasonable payment opportunities, accommodate the personal

Negative Effects Of Online Shopping

In his book, “Amusing Ourselves to Death”, Neil Postman analyzes the change of
mediums from a Typographic Age to a Telegraphic Age; but because technology has
advanced since the 1980s, it does not address every new medium and its effects. One
recent medium that dominates the internet is online shopping. With seventy nine percent
of Americans making online purchases (Weller), it is quickly becoming a new tool for
everyday life. This medium attracts every aspect of buying, from office supplies to dog
treats. The demand for online shopping stores is increasing rapidly year by year. Because
a shopper has thousands of online stores to choose from, larger shipping stores compile
products from smaller sites to make it more accessible for the buyers. Although online
stores—like Amazon— have many benefits, they are altering the culture to be fast paced
and impatient.


Impact Of E Commerce On Consumer Behaviour
Since the beginning of the 1990’s, e-commerce has radically changed consumer
behaviour by introducing new retail channels (Ngai and Gunasekaran, 2007). Serious
attempts to trade online started to emerge in the mid-1990s wheninnovative, technically
savvy companies responded to the opportunities and challenges posed by the internet, to
develop sophisticated web sites to serve customers, in their homes (Rayport and Sviokla,
1994). The present retail environment is characterised by new, store and non- store,
retailing formats, a wide range of new products, use of new information and
communication technologies and consequently, the changing customer needs. Moreover,
the dynamic lifestyle conditions of consumers has resulted a change in their personal
environment that contributes to a profound change in customer behaviour (Schröder and
Zaharia, 2008). Retailing in the 21st century means doing business with customers on
their terms (Mathwicket al., 2002). E-tailing represents a form of in- home shopping and
the major non-store channel (Levy and Weitz, 2007). Wang and Head (2007) highlight
that the internet is increasingly being viewed as a tool and place to enhance customer
relationship. According to Weitz (2010), e-tailers are using technology to convert “touch-
and-feel” attributes into “look-and-see” attributes.

CHAPTER 3
CONCEPTUAL REVIEW
 CHAPTER 3
CONCEPTUAL REVIEW

3.1 Conceptual review

Customer satisfaction is a term frequently used in marketing. It is a measure

of how products and services supplied by a company meet or surpass. Customer
needs who buys goods or services from a shop or business is a customer.
Customer satisfaction is defined as a measurement that determines how happy
customers are with a company’s products, service and capabilities. Customer
satisfaction information, including surveys and rating can help a company
determine how to best improve or changes its products and services. Customer
satisfaction is a part of customers knowledge that disclosures a suppliers
performance on customers anticipation. Customer satisfaction is the complete
essence of imprint about the dealer by the customers. The impression which a
customer makes concerning provider is the sum total of all the processhe goes
through, right from shared supplier before doing any marketing to post sending
options and services and managing queries or grievances post-delivery.During
this process the customer comes across working situation of various sections and
the type of approaches involved in the association. This helps the customer to
make strong opinion about the supplier which lastly marks in satisfaction or
dissatisfaction.

Marketing is the activity, set of institutions and processes for

creating, communicating, delivery and exchanging offering that has value for
customers, clients, partners and society at large. In a competitive market place
where business competes for customer; customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy.
The marketing accountability standard board endorses the definition, purpose
and constructs of classes of measure that appear in marketing matrices as partof
its ongoing common language in marketing project. Online shopping is one of
the best contemporary marketing strategies to satisfy respective customer’s
needs and wants.

Online shopping is a form of electronic commerce which allows

consumers to directly buy goods or service from a seller over the internet using
a web browser. Consumers find a product of interest by visiting the web site of
the retailer directly or by searching among alternative vendors using a shopping
search engine, which displays the same products availably and pricing at
different e-retailers. As of 2016, customers can shop online using a range of
different computers and devices including dusk top computers, laptops, tablet
computers and smart phones. An online shop evokes the physical analogy of
buying products or services at regular shopping centres, this process is called
business-to-consumer (B2C) online shipping. When an online store is setup to
 enable business to buy from another business, the process is called business-to-
business (B2B) online shopping. A typical online store enables the customer to
browse the firm’s range of the products along with information about theproduct
specification features and prices.

Technology is more often accompanied with disadvantages and

online shopping is no exception. The internet is prone to cybercrimes and online
shopping is facilitated through this internet only. Cyber criminals like identity
thieves prowl the internet looking for unsuspecting targets to steal theircredit
card details. Armed with sophisticated hacking and tracking software, they break
the security protocols and access confidential credit card information which they
use to their benefits. Many people are thus very wary of online shopping because
of the risks involved in them.

Now days the life style of the people is different. People feel going
to crowded markets uncomfortable and time consuming. So, e-shopping is a
boon as it saves lot of time. Online shopping is a process whereby consumers
directly buy goods, service etc from a seller without an intermediaryservice over
the internet. Shoppers can visit web stores from the comfort of their house and
shop as by sitting in front of the computer. Online stores are usually available 24
hours a day and many consumers have internet access bothat work and at home.
So it is very convenient for them to shop online. One of the most enticing factors
about online shopping, particularly during holiday season. It alleviates the need
to wait in long lines or search from a store for a particular item. Varieties of
goods are available in online shopping. So the researcher wants to know the
preference of the consumers. So fifty respondentsare taken and data are collected
regarding their preference towards shopping online.

History of online shopping

The first secure retail transaction over the web was either by net market or
internet shopping network in 1994. Immediately after, amazon.com launched its
online shopping site in 1995 and eBay was also introduced in1995. The growth
of the internet as a secure shopping channel has developed since 1994, were
among the pioneering retail categories which fuelled the growth of online
shopping. Researchers found that having products that are appropriate for e-
commerce as a key indicator of internet success. Many of these products did well
as they are generic products which shoppers didn’t need to touch and feel in order
to buy but also importantly in the early days there were few shoppers online and
they were from a narrow segment
 Electronic commerce is popularly known as e-commerce. An e-
commerce business model “enables a firm/individual to conduct business over
an electronic network, typically the internet”. The biggest advantage of an e-
commerce is that the size of the market gets enlarged. Hence the business gets
bigger and the consumers have better access to quality products and services.
The consumer and seller or service provider interaction gets better and efficient.

Factors affecting customer satisfaction

Accessibility: You need to ensure that customer is able to find and access your
product and services efficiently without barrier and friction.

Navigation: Navigating and browsing your store should be a straight forward

and simple process. This includes providing users who know what they want
with an effective keyword search.

Page load and speed: Its simple rule the faster your website loads, the happier
your visitors.

Language: Speaking of your customer in their preferences language is pivotal

for your business. More than 50% of customer won’t make a purchase if
information about a product isn’t available in their language.

Personalized: By personalizing the experience and sharing the right contact, at

the right time with the right people, you can make introduction faster, easier.

Convenience: It is an essential element of a positive customer experiences. It

influences how customer makes decision about what to buy, what service to use.
 CHAPTER- 4
RECENT TRENDS IN ONLINE SHOPPING

Online Shopping Trends to Watch Out for in 2024 :

With the explosion of e-retail stores and online payment systems, more and more
people have come to embrace online shopping. Industry analysts pegged the number of
global online shoppers in 2023 at over 2.3 billion or about 29% of the world’s
population of 8 billion. The 2023 figure rose by 286 million from 2022.
The growth of e-commerce can be attributed to factors such as improved internet
connectivity and the advent of online shopping events, like Black Friday and Cyber
Monday.
E-shopping convenience and accessibility also encourages consumers to purchase
products online. Buyers can make purchases without leaving the comfort of their home.
They also get to choose from several delivery options and enjoy a more tailored
shopping experience. They can check product information, as well as customer reviews,
from anywhere, anytime.
How do you keep up with a rapidly changing e-commerce landscape? Arming yourself
with knowledge on the latest and upcoming industry trends can help you keep up with
the evolving times. To help you gain a competitive edge, we’re sharing this guide to the
18 online shopping trends worth keeping an eye on in 2024.

18 Online Shopping Trends to Watch Out for in 2024:

1. The Continued Growth of Online Selling

E-commerce has become so popular in the United States that it’s expected to reel in
an. The revenues of America’s e-commerce sector may be worth $1.47 billion by 2026,
up from $904.9 million in 2023. This increase is due in part to factors such as the
increasing use of mobile devices, growth of social media and social commerce, online
marketplaces, and changing consumer behavior.
The number of US-based digital buyers in 2023 reached 268 million, an increase of 3.7
million from the year before. E-commerce stood for 14.8% of America’s total retail
sales.

2. Stricter Returns Policies

While a flexible returns policy helps attract buyers, brands are likely to study their
current policies amid an unprecedented rise in returns. 67% of retailers have already
begun imposing return fees even as e-commerce recorded the highest returns among all
retail channels.
Market analysts say inflation and bracketing were the main factors behind the trend.
Bracketing refers to buying several items (such as apparel), trying them on at home,
and keeping what works for you.
96% of consumers read the return policy of a business before buying, and 92% say an
easy process motivates them to shop from the same brand in the future.
Brands can reduce their return rates and keep their customers happy at the same time
by finding out the common reasons for returns. Companies must also position their
policies more prominently on the product pages, include an FAQ section on returns,
and review sizing charts. Better product descriptions, which clearly highlight an item's
top features, high-quality photos (even 3D) and videos, customer reviews, and user-
generated content will also help. Additionally, businesses may suggest exchanging the
returned item with a similar product (perhaps with different color or style) that has the
same price.
 3. The Rise of AI and Machine Learning

As more organizations integrate the use of artificial intelligence and machine learning
into their work processes, e-commerce businesses are quick to adopt these new
technologies to promote a more seamless and personalized customer experience.

AI is increasingly being used in areas such as customer service, sales, and marketing.
Similar to how sales associates assist buyers in their shopping journey when in a brick-
and-mortar establishment, online shops leverage AI and machine learning to provide
customers with a more tailored shopping experience.
This allows retailers to offer smarter recommendations and product search results based
on a consumer’s shopping behavior, looking into factors like their search history and
previous purchases.
While these technologies aren’t new, their use in the e-commerce industry is relatively
recent. This implies that we’ve yet to tap into their full potential.

4. What to Do with One-Time Buyers?

With the shift toward e-commerce, one-time buyers have become more prevalent.
These buyers pose a challenge to retailers in terms of retention—how can you transform
them into loyal customers?
Even if you’ve revamped your sales and marketing campaigns, sales are likely to
stagnate without a solid marketing campaign and retention strategy. While acquiring
new customers is important, paying attention to customer retention can help ensure
business sustainability.
Taking care of your existing customers isn’t just about nurturing their loyalty. Customer
retention is a cost-effective strategy that can also boost your ROI and even encourage
new customers to check out your products or services. Existing customers are also more
likely to refer your business to their peers, potentially driving an increase in your
revenue by up to 95%.

5. Reliance on Subscription Model for Customer Loyalty

More businesses will explore the subscription model to ensure customer retention and
recurring revenue. It’s projected that 75% of direct-to-customer (DTC) brands will
offer subscriptions in 2024.
DTC will also look to this model to recover money spent on social media advertising
and influencer marketing. Meanwhile, consumers will expect locked-in rates and
cashback as part of their membership.
15% of online shoppers have signed up to at least one subscription provider. 40% of
American consumers who answered a Recurly poll said that exclusive access to
services or content was their main reason for subscribing. Gen Z subscribers (44%)
were particularly interested in unique product bundling, discounts, and perks.

6. Reliance on Subscription Model for Customer Loyalty

More businesses will explore the subscription model to ensure customer retention and
recurring revenue. It’s projected that 75% of direct-to-customer (DTC) brands will
offer subscriptions in 2024.
DTC will also look to this model to recover money spent on social media advertising
and influencer marketing. Meanwhile, consumers will expect locked-in rates and
cashback as part of their membership.
15% of online shoppers have signed up to at least one subscription provider. 40% of
American consumers who answered a Recurly poll said that exclusive access to
services or content was their main reason for subscribing. Gen Z subscribers (44%)
were particularly interested in unique product bundling, discounts, and perks.
 7. Reliance on Subscription Model for Customer Loyalty

More businesses will explore the subscription model to ensure customer retention and
recurring revenue. It’s projected that 75% of direct-to-customer (DTC) brands will
offer subscriptions in 2024.
DTC will also look to this model to recover money spent on social media advertising
and influencer marketing. Meanwhile, consumers will expect locked-in rates and
cashback as part of their membership.
15% of online shoppers have signed up to at least one subscription provider. 40% of
American consumers who answered a Recurly poll said that exclusive access to
services or content was their main reason for subscribing. Gen Z subscribers (44%)
were particularly interested in unique product bundling, discounts, and perks.
Moreover, consumers are increasingly patronizing products and services from purpose-
driven brands that prioritize transparency, values, and ethics. In 2023, the importance
of values alignment was higher, with 82% of shoppers saying they prefer to shop from
businesses that match their stand on sustainability, equity, and community service.

8. The Prevalence of Voice Search

With the rise of AI and machine learning, we’re also seeing the growing popularity of
voice search technology in online shopping. Voice search has become smarter and has
become a big part of our daily lives, being accessible through mobile devices and smart
speakers.
Optimizing your website for voice search can help you stay ahead of the competition.
Focus on keywords and phrases and the common information that consumers look for,
such as your contact details, business hours, and store address.
 9. The Need for Offering More Payment Options

Offering additional payment options makes it easier for customers to make and pay for
purchases. Aside from accepting checks or cards, consider adding a flexible payment
plan with no extra fees for your customers to facilitate a more seamless shopping
experience.
If you’re operating a brick-and-mortar establishment, you might also want to offer a
contactless payment option for buyers.

10. Consumers to Expect Flexible Fulfillment

Although in-store shopping experienced a revival in 2023, frequent online shoppers will
continue to look for flexible fulfillment options, including buy online and pick up in-
store (BOPIS) on the same day.
Other variations include "reserve online, try, buy, and pick up in-store" for luxury
customers, warehouse pickup, and local delivery. For local delivery, an outlet nearest
the customer delivers the product instead of the main store processing the shipment.

11. Offering a Better Online Shopping Experience

Online shopping isn’t just limited to your website. Expanding shopping avenues by
selling directly through social media platforms helps create a more seamless online
shopping experience. Consumers can directly buy your products without ever having to
leave Facebook or Instagram, for example. This also highlights the need to focus on
content shown on your social media channels.
 12. Websites Optimized for Conversions

Creating an optimized website is important if you want to keep up with the latest
shopping trends. One of the steps in preparing an efficient site is conducting A/B
testing. This helps you determine which elements work and which ones don’t, enabling
you to create a highly optimized website for online shopping.
Keep in mind that every detail counts, from colors to layout and page load speeds.

13. Interest and Focus on Sustainability

This echoes a concept that we’ve previously touched on, which is the growing
popularity of supporting purpose-driven brands. Consumers are expecting brands to
embrace sustainability and more eco-friendly measures. This renewed focus on
renewable and sustainable products, manufacturing methods, and practices highlight
the need for businesses to adopt environment-friendly practices and operations.
By adopting more sustainable measures, such as using renewable or clean energy or
incorporating sustainable ingredients into your products, you’d be able to expand your
reach to include environmentally-conscious consumers. You’d also become
environmental stewards while enjoying reduced operation or manufacturing costs.

14. Leveraging Chatbots

Yes, chatbots have been around for quite some time now, but they’re still perfectly
capable of delivering a personalized shopping experience. Aside from lightening the
workload of your customer service department, chatbots are also more accessible and
can be programmed to offer relevant recommendations to customers. This lets your
customers get assistance whenever they need it, without having to wait for a live
customer service representative.

15. Adopting Augmented and Virtual Reality Technology

Online shopping offers unparalleled convenience. Customers don’t need to go to a
physical store to check a product’s price, availability, and customer reviews. However,
even with product photos and information, there may still be a gap between customer
expectations and the actual product.
Augmented and virtual reality can transform customer shopping experience by allowing
potential buyers to visualize how your products will look like in the real world. Think
of it as a virtual tour but tailored for products. By incorporating AR and VR into your
website, customers would be able to better imagine how a hat, handbag, or makeup
product would look like on them, allowing them to make smarter buying decisions.

16. Social Media Platforms as Sales Channels

Social media platforms, such as Instagram with its Instagram Shopping, have evolved
to become more than just an avenue for you to showcase your products or services.
They’ve become marketplaces themselves, allowing visitors to research products or
purchase from third-party sellers without having to leave the app.
Social commerce, or purchasing directly from social media platforms, is fast becoming
an iteration of online shopping.

17. More Brands to Host Live Shopping Events

More sellers will organize Facebook Live and other live stream events to promote and
sell their products. To create excitement, brands and merchants will offer discounts that
will take effect only during the live shopping date. These real-time sessions also
encourage engagement, as viewers can ask questions and get answers on the spot.
 18. Omnichannel Customer Support

An omnichannel sales experience won’t be complete without excellent customer

support across all your sales channels. Customers who want to reach you for product or
service concerns should be able to do so easily. Aside from offering live customer
support, utilizing chatbots across your sales channels can also improve and deliver a
more well-rounded customer shopping experience.

Final Thoughts

Online shopping is here to stay. For businesses to keep up with changing demands and
behaviors, it’s best to arm yourself with enough knowledge on emerging trends.
Determining which trends align with your business’s vision, goals, and objectives can
help you craft more relevant and competitive sales and marketing campaigns.
Embracing change, especially if you know what to expect, can enable your business to
reach new heights. Which trends are you looking forward to the most? What challenges
do you think will crop up over the next few months? Let us know your thoughts!
 CHAPTER-5
DATA ANALYSIS AND INTERPRETATION

Data analysis and interpretation is the process of assigning meaning to the collected
information. Here the questionnaire was prepared for measuring satisfaction level of
customers towards online shopping. The primary datacollected by survey from Christ
College students. Questionnaire was tabulated, converted into percentage and
displayed both in table as by graphical representation for analysis. Based on the data,
interpretation was made.

Percentage Analysis

Table 5.1 showing gender of respondents.

Option Number of customers Percentage

Male 31 38
Female 19 62
Total 50 100
(Source: Primary Data)

The customers are divided into two categories Male and Female. In this 38% of
customers are Male and 62% of customers are Female.

Figure 5.1 showing gender of respondents.

Male

Femal
 Table 5.2 showing age of respondents.

Option Number of employees Percentage

18 3 6
19 2 4
20 29 58
21 8 16
22 1 2
23 1 2
24 1 2
25 4 4
26 1 2
Total 50 100
(Source: Primary Data)

In this table there should be 6% of customers age are 18, 4% of customers age
are 19, 58% of customers age are 20, 16% of customers age are 21, 2% of
customers age are 22, 2% of customers age are 23, 2% of customers age are 24,
4% of customers age are 25 and 2% of customers age are 26.

Figure 5.2 showing age of respondents.

70%

60%

Age
50%
20%

10%
18 19 20 21 22 23 24 25 26
 Table 5.3 showing respondents tendency to shop online.

Option Number of customers Percentage

Yes 47 94
No 3 6
Total 50 100
(Source: Primary Data)

94% of customers use online shopping and 6% of customers never use online
shopping.

Figure 5.3 showing respondents tendency to shop online.

Tendency

YES
NO
 Table 5.4 showing how frequently respondents buy online.

Option Number of customers Percentage

Once a month 14 28
Once in 6 months 20 40
Once in a year 14 28
Never brought online 2 4
Total 50 100
(Source: Primary Data)

The customers how frequently buy online should be divided into four categories.
In this, there should be 28% of customers use once a month, 40% of customer’s
use one in 6 months, 28% of customers use once in a year and 4%of customers
never brought online.

Figure 5.4 showing how frequently respondents buy online.

Frequency

Once a month
Once in 6 months
Once in a year
Never brought online
 Table 5.5 showing which online retailers respondents typically use.

Option Number of customers Percentage

Amazon 24 48
Flip kart 20 40
Ajio 4 18
Others 2 4
Total 50 100
(Source: Primary Data)

48% of customers typically use Amazon retailer, 40% of customers use Flip
kart, 18% of customers use Ajio retailer and 4% of customers use others.

Figure 5.5 showing which online retailers respondents typically use.

Retailer
60

50

40

30
Retailer

20

10

0
Amazon Flip kart Ajio Others
 Table 5.6 showing what types of products respondents typically buy
online.

Option Number of customers percentage

Accessories 9 18
Clothes 15 30
Cosmetics 18 36
Electronics 3 6
Anything 5 10
Total 50 100
(Source: Primary Data)

Various types of products customers typically buy online. In this table 18% of
customers buy accessories, 30% of customers buy clothes, 36% of customers buy
cosmetics, 6% of customers buy electronics and 10% of customers buy anything
from online.

Figure 5.6 showing what types of products respondents typically buy

online.

Products

40

35

30

25

20 Products

15

10

0
Accessories Clothes Cosmetics Electronics Anything
 Table 5.7 showing whether respondents recommend online shoppingto
a friend or family members.

Option Number of customers Percentage

Yes 44 88
No 6 12
Total 50 100
(Source: Primary Data)

88% of customers recommend online shopping to a friend or family members

and 12% of customers would not recommended.

Figure 5.7 showing whether respondents recommend online shoppingto a

friend or family members.

Recommendation

Yes
No
 Table 5.8 showing why respondents prefer online shopping.

Option Number of customers Percentage

Convenient & time 13 26
saving
Low prices 11 22
Products variety 12 24
Home delivery 10 20
Others 4 8
Total 50 100
(Source: Primary Data)

There are five cases why respondents prefer online shopping. 26% of customers
prefer in convenient & time saving, 22% of customers prefer in low prices, 24%
of customers prefer in products variety, 20% 0f customers prefer in home
delivery and 8% customers prefer others.

Figure 5.8 showing why respondents prefer online shopping.

Preference

30

25

20

15 Preference

10

0
Time saving Low prices Products Home Others
vaeiwty delivery
 Table 5.9 showing whether respondents felt any problem while
conducting online purchase.

Option Number of customers Percentage

Yes 24 48
No 26 52
Total 50 100
(Source: Primary Data)

48% of customers have felt any problem while conducting online purchase and
52% of customers haven’t felt any problem.

Figure 5.9 showing whether respondents felt any problem while

conducting online purchase.

Problem facing

Yes
No
 Table 5.10 showing what kind of problem respondents faced while
conducting online purchase.

Option Number of customers Percentage

Delay in delivery 6 15
Cheap product quality 10 25
Product damage 7 17.5
Non delivery 2 5
Others 15 37.5
Total 40 100
(Source: Primary Data)

From fifty customers only forty respondents has faced problems while
conducting online purchase. In this table, there should be 15% of customers face
delay in delivery, 25% of customers face cheap quality product, 17.5% of
customers face product damage, 5% of customers face non delivery and
37.5%customers face others.

Figure 5.10 showing what kind of problem respondents faced while

conducting online purchase

Problems

40
35
30
25
20
Problems
15
10
5
0
Delay in Cheap Product Nonon otjers
deklrey product damage delivery
quality
 Table 5.12 showing mode of payment.

Option Number of customers Percentage

Credit card 1 2
Debit card 9 18
Online bank transfer 2 4
Cash on delivery 38 76
Total 50 100
(Source: Primary Data)

In this table, there should be 76% of customers use cash on delivery method,
18% of customers use debit card method, 4% of customers use online bank
transfer method and 2% of customers use credit card payment method.

Figure 5.12 showing mode of payment.

Payment

Credit Card
Debit Card
Online Banking
Cash on Delivery
 Table 5.13 showing online shopping are risky.

Option Number of customers Percentage

Strongly disagree 4 8
Disagree 7 14
Neutral 33 66
Agree 6 12
Strongly agree 0 0
Total 50 100
(Source: Primary Data)

66% of customers are response neutral with online shopping is risky and only
8% of customers are response strongly disagree with online shopping is risky.

Figure 5.13 showing online shopping are risky.

Risky

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
 Table 5.14 showing shopping on internet saves time.

Option Number of customers Percentage

Strongly disagree 1 2
Disagree 3 6
Neutral 15 30
Agree 26 52
Strongly agree 5 10
Total 50 100
(Source: Primary Data)

52% of customers are response agree with shopping on internet saves time and
only 2% of customers response strongly disagree with shopping on internet saves
time.

Figure 5.14 showing shopping on internet save time.

Internet Saving Time

60

50

40

30
Internet Saving Time

20

10

0
Strongly Disagree Neutral Agree Strongly
disagree disagree
 Table 5.15 showing respondents level of satisfaction with the service
quality among the online websites.

Option Number of customers Percentage

Strongly disagree 0 0
Disagree 4 8
Neutral 19 38
Agree 25 50
Strongly agree 2 4
Total 50 100
(Source: Primary Data)

50% of customers are response agrees with the service quality among the
online websites and 8% of customers disagree with the service quality among
the online websites.

Figure 5.15 Showing respondents level of satisfaction with the service

quality among the online websites.

Level of Satisfaction

Strongly Disagree
Disagree
Netrual
Agree
StronglyAgree
 Table 5.16 showing the importance of speed of delivery.

Option Number of customers Percentage

Strongly disagree 2 4
Disagree 1 2
Neutral 14 28
Agree 22 44
Strongly agree 11 22
Total 50 100
(Source: Primary Data)

44% of customers are response agrees with the speed of delivery important and
2% of customers are disagreeing with the speed of delivery important.

Figure 5.16 showing the importance of speed of delivery.

Speed of Delivery

45
40
35
30
25
20 Speed of Delivery

15
10
5
0
Strongly Disagree Netrual Agree Strongly
Disagree Agree
 Table 5.17 showing the importance of price in online shopping.

Option Number of customers Percentage

Strongly disagree 0 0
Disagree 1 2
Neutral 14 28
Agree 27 54
Strongly agree 8 16
Total 50 100
(Source: Primary Data)

54% of customers are response agree with the price is important when shopping
and 2% of customers are disagree with the price is important when shopping
online.

Figure 5.17 showing the importance of price in online shopping.

Importance of Price

60
50
40
30
20
10
0 Importance of Price
Importance of Price
 Table 5.18 showing difference between the expectation and the real
product would influence satisfaction.

Option Number of customers Percentage

Strongly disagree 2 4
Disagree 8 16
Neutral 13 26
Agree 24 48
Strongly agree 3 6
Total 50 100
(Source: Primary Data)

48% of customers are response agrees with the difference between the
expectation and the real product would influence satisfaction and 4% of
customers are strongly disagreeing with this statement.

Figure 5.18 showing difference between the expectation and the real
product would influence satisfaction.

Influennce

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
 Table 5.19 showing that the personal information is kept confidential
when buying products online.

Option Number of customers Percentage

Strongly disagree 2 4
Disagree 2 4
Neutral 26 52
Agree 18 36
Strongly agree 2 4
Total 50 100
(Source: Primary Data)

52% of customers are response neutral with the statement that the personal
information is kept confidential when buying products online and 4% customers
are strongly disagree with this statement.

Figure 5.19 showing that the personal information is kept confidential

when buying products online.

Information

Strongly Diagree
Disagree
Neutral
Agree
Strongly Agree
 Table 5.20 showing online shopping had a reasonable return and
exchange policy.

Option Number of customers Percentage

Strongly disagree 0 0
Disagree 3 6
Neutral 14 28
Agree 31 62
Strongly agree 2 4
Total 50 100
(Source: Primary Data)

62% of customers are response agree with the online shopping had a reasonable
return and exchange policy and 6% of customers are disagree with the online
shopping had a reasonable return and exchange policy.

Figure 5.20 showing online shopping had a reasonable return and

exchange policy.

Exchange Policy
80

70

60

50

40
Exchange Policy
30

20

10

0
Strongly Disagree Neutral Agree Strongly Agree
Disagree
 Table 5.21 showing websites layout helps in searching the products
easily.

Options Number of customers Percentage

Strongly disagree 0 0
Disagree 0 0
Neutral 13 26
Agree 30 60
Strongly agree 7 14
Total 50 100
(Source: Primary Data)

60% of customers are response agree with the websites layout helps in searching
products easily and here there is no more customers response disagree with this
statement.

Figure 5.21showing websites layout helps in searching the products easily.

Website Layout

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Table 5.22 showing that the payment information is kept secure when
buying products online.
 Option Number of customers Percentage
Strongly disagree 2 4
Disagree 1 2
Neutral 15 30
Agree 26 52
Strongly agree 6 12
Total 50 100
(Source: Primary Data)

52% of customers are response agree with the statement that the payment
information is kept secure when buying products online and 2% of customers are
disagree with this statement.

Figure 5.22 showing that the payment information is kept secure when
buying the products online.

Payment Information

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
 CHAPTER 6
FINDINGS, SUGGESTIONS ANDCONCLUSION

Findings
 38% of customers are male and 62% of customers are female.
 Most of the customers are in the age of 20 years.
 Majority of the customers uses online shopping.
 40% of customers make purchase on online once in 6 months.
 48% of customers visited Amazon retailer.
 36%of customers purchase cosmetics products via online.
 Majority of customers recommend online shopping to a friend or family
members.
 26%of customers prefer online shopping for convenient and time saving.
 52% of the customers did not face any problems in online shopping.
 48% of customers face issues while conducting online shopping.
 58% of customers spent about 2500 Rs for online shopping in a past
year.
 The survey reveals that 76% of the customers make payment through
cash on delivery in online shopping.
 66% of the customers neutral with the online shopping are risky.
 52% of the customers agree with shopping on internet saves time.
 50% of the customers satisfied with the service quality among the online
websites.
 44% of the customers agree with the speed of delivery important.
 54% of the customers agree with the price is important when shopping
online.
 48% of the customers agree with the difference between the expectation
and the real product would influence satisfaction.
 52% of customers neutral with that the personal information kept
confidential when buying products online.
 62% of customers agree with the online shopping had a reasonable
return and exchange policy.
 60% of customers agree with the websites layout helps in searching the
products easily.
 52% of the customers agree with the payment information is kept secure
when buying products online.
Suggestion
 The companies should try to despatch goods as soon as the order is
received. So that there will be no delay.
 The quality should be conformity with the catalogue. So that there will
not be an issue with quality of the products.
 The shopper should get feedback from customers which will evolve
them to receive the level of satisfaction.
 An awareness program may be conducted by the leading online shopping
companies in schools and colleges to enrich their knowledgeon online
shopping.
Conclusion
The endeavour of this study is to identify the motivating factors towards
online shopping as well as inhibitions of online shopping. Therefore, from the
findings it was found that consumers purchasing decisions were dependent on
various factors. According to customer’s opinions convenient & time saving is
the most important motivating factor for online shopping. Customers mostly buy
cosmetics products from online. In contrast, when respondents were asked about
the problems faced while conducting online shopping, it was products damage,
cheap quality products. In addition, online security is a major concern for the
customers particularly in terms of fraud privacy and hacking.

The current technological development with respect to the internet has given rise
to a new marketing system. The study brought to the fact that most of the online
shoppers are educated people and students who have a positive perception
towards online shopping, risk perceptions particularly concerns about online
security, are preventing many people from shopping online. Ensure adequate
safety measures in delivery of products are a challenging task in front of online
sellers to increase their sales. Online sellers have to resolve these problems and
also introduce wide range of products with additionaldiscounts. This will create
more demand from customers. On the basis of the present study it concluded that
online customers are satisfied. This research clearly indicates that online
marketer should give more importance on price factor and after sales service. In
this competitive era all the online marketers should have to focus on the
customer’s satisfaction to retain the existing customers and have to offer new
attractive schemes day by day to attract new customers.
 BIBLIOGRAPHY

Bibliography

Reference

 Kanwal Gurleen: Consumers Perception towards Online Shopping-The

case of Punjab, International journal of management & Information
technology, May 2018.
 Ashish Pant, an Online Shopping changes the Traditional Path of
Consumer Purchasing, International journal of Business and Management
Invention, March 2018.
 Chin ting S, The Effect of Internet Marketing on Organisational
Commitment:, 2020.
  Adrita Goswami et.al, Customer Satisfaction towards Online Shopping
with special reference to Teenage Group of Jorhat Town Paripex- Indian
journal of research, May 2021

Websites

 www.google.com
 www.wikipedia.com
 www.ebay.com
 www.indianonlineshopping.com

APPENDIX

QUESTIONNAIRE
I am Harisha E as a part of my BBA course, I am conducting a project
tofind out “CUSTOMER SATISFACTION TOWARDS ONLINE
SHOPPING”. Kindly spare a few minutes to fill up this questionnaire.
Any information provided by you will for academic purpose only.

Name:
Gender:
(a) Male (b) Female
Age:
1. Have you ever shop online?
(a) Yes (b) No
2. How frequently do you buy online?
(a) Frequently once a month (b) Once in 6 months
(c) Once in a year (d) Never brought online
3. Which online retailers do you typically use?
..............................................................
4. What types of products do you typically buy online?
..............................................................
5. Would you recommend online shopping to a friend or family
members?
(a) Yes (b) No
6. Why do you prefer online shopping?
(a) Convenient & time saving (b) Low prices
(c) Products variety (d) Home delivery
(e) Others
7. Have you felt any problem while conducting online purchase?
(a) Yes (b) No
8. If yes, what kind of problem?
(a) Delay in delivery (b) Cheap quality product
(c) Product damages (d) Non delivery
(e) Others
9. How much have you spent for online shopping in past year?
(a) Nothing (b) 1 -2500 Rs
(c) 2500 – 5000 Rs (d) More than 5000 Rs
10. Mode of payment?
(a) Credit card (b) Debit card
(c) Online bank transfer (d) Cash on delivery
Please select your level of agreement to the following questions: (Strongly
Agree (SA), Agree (A), Neutral (N), Disagree (D), StronglyDisagree
(SD))

SL NO. Statement SA A N D SD

11. Online shopping is risky.

12. Shopping on internet saves time.

13. I am generally satisfied with the

service quality among online shops.

14. Speed of delivery important to you.

15. The price is important when you

shopping online.

16. Difference between the expectation

and the real products would influence
your satisfaction.

17. That the personal information is kept

confidential when buying products
online.

18. Online shopping had a reasonable

return and an exchange policy.

19. Website layout helps in searching the

products easily.

20. That the payment information is kept

secure when buying products online.

Thanking You