IOSR Journal of Business and Management (IOSR-JBM)

e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 19, Issue 6. Ver. V (June 2017), PP 01-07
www.iosrjournals.org

A study on Online Shopping Behavior among the students

Ms. Neha Gupta/Dr. Deepali Bhatnagar
Amity University Rajasthan Jaipur

Abstract: On-line shopping is a recent era that has hiked in the domain of E-Business and is definitely going to
be the future of shopping in the world. Everyone has entered to the smartphone world so it is easy to access
apps according to their comfort and make their life better. At present there are millions of mobile apps likewise
there apps for health, games, booking tickets, music, social networking, travel, banking, news, fitness, calendars
and many more. The app stores add on 20,000 apps every month. Consumer’s shop when and where they want,
where they are comfortable with the products and the choice of shopping. The increase in technology provides
good opportunities to the seller to reach the customer in much faster, easier and in economic way. India is
penetrated by 204.1 million smartphone users as of 2016. The paper indicates that there is a difference between
shopping by smartphone and traditional shopping. Thus this paper chats on upcoming trends, consumer
behavior as well as its contribution to Digital India.
Keywords: Online-Shopping, Market Penetration, Trends, Consumer Behavior

I. Introduction
Currently the retail industry in India is accelerating. India is excited to grow to be a most important
player in the retail market. By 2015, the total market size is estimated to be around US$ 600 billion, thereby
registering a CAGR of 7.45 per cent since 2000.The E-Commerce market is thriving and poised for robust
growth in Asia. The e-Commerce market in India has enjoyed phenomenal growth of almost 50% in the last five
years. Although the trend of e-commerce has been making rounds in India for 15 years, the appropriate
ecosystem has now started to fall in place. On the other hand the purchasing of product from traditional market
is continuing since years. Many customers go for purchasing offline so as to examine the product and hold the
possession of the product just after the payment for the product. With the increase of E-Commerce, the mobile-
makers have made their way by introducing Mobile shopping by launching apps. The apps get more convenient
as it’s handy or portable and can be accessed from anywhere and anytime provided with the internet connection.
India is one of the fastest growing retail e-commerce markets in 2015, growing at the rate of 129.5 per cent Y-o-
Y. The growing number of Internet users in the country helped web merchants in steadily whittling away
consumers’ skepticism about buying goods and services online. As many as 106,086 websites are registered
daily and more than 25% are for niche businesses.

II. Objectives Of The Study:

The following are the objectives of the study:
 To find out the behavior of the student and factors influencing while they buy the product
 To draw down the findings
 To give suggestions accordingly

III. E-Commerce: Scaling Heights

According to an SBI Research report, the e-retailing, which comprises online retail and online
marketplaces, has become the fastest-growing segment in the larger market having grown at a CAGR of around
56 per cent during 2009-14. The e-retail market was around USD 6 billion in 2015. From an investment
perspective, considerable funding in the e-Commerce ecosystem has led to emergence of new business models
across B2B, B2C, Logistics Service Providers, Payment Wallets, Digital Advertising and Analytics. These
investments have enabled the e-Commerce companies to leverage leading technology and related practices to
reach out to millions of new online customers by delivering services more effectively and efficiently. In the last
18 months, the Government of India has announced several flagship programs namely, Digital India, Make in
India, Start-up India, Skill India and Innovation Fund. The timely and effective implementation of these
programs will support the e-Commerce eco-system to overcome the challenges related to ineffective rural
internet penetration and lack of skilled manpower. For India Post, the government is keen to develop its
distribution channel and other e-Commerce related services as a major revenue model going ahead, especially
when India Post transacted business worth 280 crore INR in the cash-on-delivery (CoD) segment for firms such
as Flipkart, Snapdeal and Amazon. Both these projects will have significant impact on increasing the reach of e-
Commerce players to generally non-serviceable areas, thereby boosting growth.

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 A study on Online Shopping Behavior among the students

Source: IMAI, Deloitte Analysis, *Estimated Numbers

The size of the total e-Commerce business is expected to rise by $101.9 bn by 2020 according to the source of
IMAI, Deloitte Analysis.

IV. Research Methodology

The study is a descriptive one. The main aim behind the study was to identify the factors influencing the
students. The research was carried out questionnaire method. The total respondents were 100 in size.

I. SOURCE OF DATA:
Primary Data: Primary data are those data, which are being collected by the researcher for the first time. They
are the information received directly from general public, to whom the study was conducted. In this study,
primary data was collected with the help of questionnaire given to students.
Secondary Data: The secondary data is collected through published sources like magazines, journals, articles
etc.

II. SAMPLING PROCEDURE:

The sampling procedure used for the study is simple random sampling. Simple Random sampling is a type of
probability sampling. There are no groups divided as such among the no of population. The size of the same is
100.
The following are the questions which are analyzed and interpreted accordingly.

1. How often do you do online shopping?

Options Respondents
Once in week 10
Once in 15 days 55
Only during Offers or Sale 30
Very Rarely 5

Source: Primary Data

Interpretation: Of the 100 students questioned, 55 responded they shop once in 15 months, while 30 nodded
for shopping during Offers and sales and 10 students said they shop once in a week with 5 others stating, they
shop online very rarely.
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 A study on Online Shopping Behavior among the students

2. How much do you usually spend on online shopping?

Options (in Rs) Respondents
500-1000 53
1001-1500 29
1501-2500 12
Above 2500 6

Source: Primary Data

Interpretation: Being respondents the hostel-students, spending is always a vital part for them. The above chart
shows that 53% of students shop in a range of 500-1000 rupees, followed by 29% in a range of 1001-1500
rupees, followed by 12 students and 6 students for the range of 1501-2500 and Above 2500 rupees respectively.

3. Which website do you prefer the most among this?

Options Respondents
Amazon 29
Flipkart 34
Snapdeal 25
Jabong 12

Source: Primary Data

Interpretation: Out of the leading e-commerce websites, Flipkart ranks first taking 34% of respondents,
followed by international rival Amazon with 29% and Snapdeal with 25%. Jabong settles with 12% of the total
respondents.

4. What is the best thing you like about shopping online?

Options Respondents
Variety of brands 26
Price 43
Timely Delivery 12
All of the above 19

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 A study on Online Shopping Behavior among the students

Source: Primary Data

Interpretation: The above chart clearly mentions that price (43%) is the first stimuli that influence them while
buying the product online. Second is the Variety of brand (26%), while Timely Delivery (12%) takes 3rd Place.
12% of the respondents feel all the three act as stimuli for them.

5. Do you wait for festive seasons for shopping?

Options Respondents
Yes 89
No 11

Source: Primary Data

Interpretation: 89% of the respondent saying that yes they do wait for festive seasons as it brings lots of offer.
For e.g. Flipkart has Big Billion Day Offers. 11 % respondent said they don’t wait for such seasons for
shopping.

6. Are the products same as it is shown in the app or website?

Options Respondents
Yes 69
No 22
Sometimes Fooling 09

Source: Primary Data

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 A study on Online Shopping Behavior among the students

Interpretation: The above charts shows that 69% of the following respondents said the product were the same
as shown in website. 22% said they were delivered fake products. 9% said they experienced sometimes
foolishness.

7. Do you compare prices with other shopping apps or sites before buying?
Options Respondents
Always 89
Sometimes 7
Never 4

Source: Primary Data

Interpretation: It comes as a surprise that out of all the 100 respondents, majority of the respondents (89%)
said they do check and compare prices with other online mobile apps. 7% said they don’t compare prices while
4% said they do but sometimes.

8. What do you buy the most among these following items?

Options Respondents
Clothing 36
Gadgets 24
Footwear 26
Books 14

Source: Primary Data

Interpretation: 36% of the students said that they shop clothing, 24% said they buy gadget (Computer,
peripherals, Mobile and Accessories). 26% said they shop footwear the most, while 14% prefer buying books
the more.

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 A study on Online Shopping Behavior among the students

9. Have you ever experienced any fraud while paying online?

Options Respondents
Once 10
Twice 8
More than Twice 5
Never 77

Interpretation: Majority with 77% said they never experienced any fraud, while 10 said they experienced it
once. 8% said they had twice the experiences. While with 5% respondents, the fraud has occurred more than
twice.

10. Are you satisfied with the after sale service of the e-tailers?
Options Respondents
Highly Satisfied 56
Satisfied 24
Not-Satisfied 14
Extremely Not-Satisfied 6

Interpretation: E-tailers do promise of many after sale services like guarantee, warranty, easy EMI, Easy return
policy etc. The above chart shows that 56% respondents are high satisfied with the after sale service. While 24%
said they were satisfied, 14% said they were not-satisfied and 6% said extremely not satisfied.

V. Findings & Recommendation:

1. 55% of the respondents shop atleast once in 15 days. This creates a huge base of customer for e-tailers
presently as well as for the coming future.
2. Most of the students spend 500-1000 rupees in a single shot shopping. There is a great demand for the
products in this range that is economical as well as qualitative to them.
3. Indian e-tailer Flipkart has been a hit since its arrival. Even the survey shows it. However, the international
rival Amazon is also not way behind.
4. Price plays an important role. Offers, discounts as well as Festive seasons are a big hit which has maximum
footfalls.
5. Clothing and apparels are the highest buying products online.
6. The respondents face major problems on theft of credit card information, and lack of security on online
payments. Implementing precautionary steps to solve these problems shall create consumer confidence on
online shopping.
7. A special set of shopping can be created in view of students by giving offers, discounts, etc.

VI. Conclusion
In conclusion, having access to online shopping has truly revolutionized and influenced our society as a
whole. Factor analysis results reveal that Experimental Uniqueness, Customer Service and Convenience tend to
be three significant dimensions as to why customers prefer internet shopping. Today there is radical change in
the entire scenario. Everything in today’s world is E prefixed like Electronic Data Interchange, E-Mail, E-
Business and E-Commerce. A key outcome of the technology revolution in India has been connectivity, which
has fuelled unprecedented access to information. This use of technology has opened new doors and

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 A study on Online Shopping Behavior among the students

opportunities that enable for a more convenient lifestyle today. Online shopping is a vast growing technology. If
it is properly utilized with assured safety and security for the transactions, it will thrive into a highly competitive
and dynamic environment. Thus, a consumer being the king of the market needs a treatment like king. Even
though the internet is often referred to as a borderless market, there are still some barriers to overcome.

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