CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDY

1.1. Introduction
The increase in technology provides good opportunities to the seller to reach the customer in
much faster, easier and in economic way. Online shopping is emerging very fast in recent years.
Now a day the internet holds the attention of retail market. Millions and millions of people
shop online. 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. In this contemporary world
customer’s loyalty depends upon the consistent ability to deliver quality, value and satisfaction.
Some go for offline shopping, some for online and many go for both kind of shopping. The
focus of the study is on the consumer’s choice to shop on internet and at the traditional stores
at the information gaining period. However online shopping is easier for the people and less
price than the offline shopping. While making any purchase decision consumer should know
the medium to purchase whether online shopping or the offline shopping. Consumer should
decide the channel for them which can best suit to their need and wants and which can satisfy
them. In this competitive world how consumer can decide the particular medium for their
purchase of goods is very important to understand in a managerial point of view. (Laing and
Lai, 2000) said that the internet shopping is the third best and most popular activity over
internet after online shopping next comes the e-mail using, instant messaging and web
browsing. These are even more important than watching or getting entertain by the internet or
getting any information or news, this are the two very common thought which comes to the
people’s mind when considering the internet users do when they are online. The behaviour of
online shopping is also known as online buying behaviour and internet shopping. Buying
behaviour means the purchase of good over internet using web browser. Online shopping also
consist the same five steps which is related to traditional shopping behaviour. (Chiang and
Dholskia, 2003; Lynch, Kent, and Srinivasan 2001) they said that in the typical way of online
shopping when the consumer need some product or service they go through the internet and
browse or search the things they need and their information. But rather than searching actively,
many a times potential consumers are attracted by the information about the product they want.
They see many products online and choose the best one which suits him/her. Then they
purchase that product and finally the transaction takes place and post sales service provided by
the online sites. Online shopping attitude and behavior are related to the consumer. Previous

1
studied have focused on why the products of the online shopping is different from other
products. Many studies have focused that the high touch products that the consumer feels when
they need to touch, smell or try the product. It requires the offline shopping at the purchasing
stage because it cannot be done in the online shopping. Even with the increase in the online
shopping and the recognition that online shopping is more likely to impose the pressure on
offline shopping or traditional shopping. The research is very limited in this area or field.
Online or e-shopping is a kind of electronic shopping which allow the consumer to purchase
goods over the internet directly from the seller using a web browser. There are some alternative
names of online shopping those are as follow- e-web store, e-shop, e-store, internet shop, web-
shop, web-store, online store, online store front and virtual store. Mobile commerce or m-
commerce is described as purchasing from the online retailer by the mobile optimized online
sites or application (app).

1.2. Factors Affecting Online Shopping

Online shopping becomes relevant in the last decade. The kind of business online retailer are
doing is proof enough that they are providing some benefits to customer which offline shopping
does not give to the customer. These are the factors affecting online shopping:

Risk: When customer buy products from online shopping they do not touch or feel the product
in a physical sense .Hence we understand that lot of risk is involve while buying an online
product whether it will reach us on proper time or not is also a concern and also there may arise
a risk of product size and colour as it may differ in real view or sense. Sometimes the product
ordered is kind of damaged.

Convenience: Online shopping is much more convenient than offline shopping. Instead of
taking out your vehicle and visit shop to shop you can just sit at your home and do the shopping.
It is convenient to sit at one place and shop the product of our choice without moving from
place to place. Once you have decided on what you want to buy the payment process is seamless
and the order is delivered to your place. Online shopping makes things more convenient. We
can have a lot of choice over there in any kind of material we want to deal with that too without
any fear of dealing with any dealer or distributers. Online shopping is convenient in its real
sense as it do not carry any dealing with issues of asking for wanted items or issues of asking
for desired kind of items which helps in avoiding the part of waiting, asking, questioning about
the product.
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Anxiety: People’s anxiety of exploring the sites and experimenting over them is also a matter
of concern. Sometimes people those who are not very known to any sites like flip kart , myntra
or any sites they just feel like it’s a tough kind of activity over net and its complicated in there
sense as they are not very fond of doing online shopping as it takes a time to even understand
the product about its details. This particular activity makes them irritated and anxiesious over
any kind of fatal online dealing.

Previous online experience: How has been a person’s experience in past as far as online
shopping is concerned is a major story of concern. Previous experience is what matters actually
as its hamper or sometime it keep good view or mood of people. There are two experiences
one is about good and another is about bad. Both has its own and different affect in the mind
of buyers. So these factors also influence online shopping or e shopping.

Pricing Policy: Online retailers gets an inherent advantage in pricing as they don’t have to bear
expenses like store rent, bills etc. They can pass their price directly to customer and generally
offer a lower price to customer than offline market. Even when shipping charges are included
than also it is better than the offline shopping. Hence, determines the level of online shopping.
Lower the price- higher the mood to demand, higher the price –lower the demand. Price of any
commodity also influences the purchasing power of any specific buyer. Consumer generally
prefer mild or normal price with good quality and do not want to spend or expense lot for any
kind of stuff. So buying and selling both are simultaneously affected by the price of product.

Quality: The quality of product at online sites and offline stores vary a lot and then this
determines the frequency of online shopping. Quality also carries good affecting nature over
any kind of shopping. As consumer or buyer want to have a good quality of product as they
spent their huge sum of money. In general, qualities is a primary need over any kind of
purchasing as it somewhat secure or give a good sense of buying or kind of guarantee about
the product preferred.

Online trust: It depends on customer perception whether they trust a particular site and its
product and services. Hence the frequency of online shopping also depends upon whether they
trust a particular site or not. People are different in there nature and thoughts, some kind of
people trust online dealing some kind of people are in fear of online dealing. Trust carry a lot
of points examples- trust about the same product size quantity weight and security etc.

Tangibility of the product: At the store the customer gets to touch and feel the product they
purchase before buying which help the customer to take the decision to buy the product or not

3
whether the product will suit the customer need or not. Whether, we can and see feel a product
is also a reason which determines whether a person’s wants to go for shopping or not.
Tangibility of any product also determines the online shopping. Without touching the preferred
or desired substance nobody can get its security about the worthiness or quality or sense of any
preferred product.

Delivery time: The product ordered by the customer in online shopping takes a minimum of
six to seven days to deliver the product to the customer. But in offline shopping the possession
of the goods is immediately transferred to the buyer. So this is a major factor which affects the
online shopping. People want a good delivery time; they prefer to get a product in a desired
time or in short time of duration. Duration is the second major factor affecting the demand of
product.

Income: The person whose income is more, do more online shopping as compared to the person
whose income is less. Income plays a major role to purchase online products. Higher income
people prefers to purchase online more than offline as it gives them reliability and convenient.
Higher the income higher wills the purchasing of online product and vise-versa.

Taste and preference: The taste and preference of the customer vary from customer to
customer and time to time, taste and preference also a factor which influences online shopping.
Taste and preference of age group also matters in online shopping. Old people buy or purchase
product for their kind of use. Young generation or teenagers use to purchase their taste of
product. Taste and preference move in tend of ages and choices. Every customer or buyer
choices are different in nature as per their ages.

Information: The information given in the site may not be correct or may not be appropriate
information. The full information about the quality of the product may not reach to the
customer. Hence it will affect the online buying of the customer. Information provided by the
preferred sites may be not the same about the detail of the product. May be with the
providedinformation and details customers are not very satisfied. Sometimes it happens that
even many customers use to buy the product after their full knowledge of details as they prefers
the detail are accurate and good in sense. Information related to product may vary in its real
sense when it arrives or delivered to relevant customer.

Variety: The kind of variety that a customer gets online is hard to match any product purchased
offline. The online retailer’s stock products from the entire major brand and a customer can
find any product in their listing no matter how hard to find it is in the offline store. Online and

4
offline both shopping provide variety of range from various brands. Variety in it itself is the
foremost dealing factor which influence the market. Larger the variety of product in shop
higher the selling and vice-versa. People generally prefer to move where they get more variety
of products.

Discreet shopping: While buying some products like lingerie customers don’t feel comfortable
to purchase it in offline store. Shopping online is discreet and some online portals also provide
discreet shopping. Purchase of girly material are very convenient in offline shopping as it is
not dealt with any kind of uncomfortable situation. There is no person to who is to ask for any
kind of intimate product, customer can easily cope with offline as they can go and purchase
their usable items without any kind of hesitations.

Offers: Apart from offering products at lower price most online shopping regularly come up
with discount offers in association with bank, brand etc. Which entail customer to get additional
saving while buying products online? Offline stores only give offer or discount during stock
clearance or when the manufactures gives the discount on the products. Online shopping always
provides offers at all the time and day. In every purchase we get some offers even if there is no
festival or carnivals. Offers are a great factor which attract customer to purchase online. Offer
carry a great influence in shopping.

Instant gratification: Customer buying offline gets their products as soon as they pay for it
but in online shopping customer have to wait for their product to get their product. Under
normal circumstances waiting a day or two does not matter much but when a customer want to
get the product instantly than offline shopping become necessary.

1.3. Factors Affecting Offline Shopping

Offline shopping has existence since the existence of mankind. Offline shopping gives different
types of benefits to the customer. There are some factors which affect the shopping offline
those are as follow:

Less number of choices: There are limited numbers of choices when it comes to offline
shopping. The numbers of varieties are limited. The ranges of products available in the shops
are limited. Sometimes, the stocks are old and are up for discount and sale. Basically in offline
or any shop we get less numbers of choices as it consists of manual work. We have to choice
in that less number of materials due to manual factor.

5
Time consuming: It takes a lot of time to go shopping to a store. Distance from home or
workplace to the store is time consuming. It is also time consuming while trying out the outfits
in a store or even going through other products. In off-line shopping customer move one place
to another and one shop to another in search of their desired product.

Information: What generally happens is that the information provided by a shopkeeper isn’t
correct. Also this information doesn’t always suit our needs. And we buy products according
to what they say when we ourselves don’t have adequate knowledge about the products. Such
purchases are based on goodwill when we happen to know the shopkeepers.

Authenticity: Offline shopping is more authentic than online shopping. While buying the
product we can feel the texture of it and know what it’s like. We exactly know what we are
buying while buying anything offline. But in online shopping, we don’t always know what
exactly we are buying. This is because what we see on the websites is not always what we buy
when the product reaches us.

Taste and preference: The taste and preferences of the customer change from time to time.
While buying any product from a store we have the flexibility and the choice to try out outfits.
But while buying any product from a website we don’t have this facility. Therefore, buying
offline caters more to the changing taste and preferences of the customers.

Bargaining: In offline store a customer can do physical bargaining to the seller unlike shopping
online. In online shopping a customer cannot do bargaining as the price of the product is fixed.
Some of the customer purchased products depending upon bargaining so they do not go for
online shopping as they feel shopping online is more costly than the market

6
1.4. Statement of the Problem

It is important to look into the situation from an academic research point of view so as to
question the reasons behind the condition of the shopping in Coimbatore city. This research
may fill the gap between the choice of online shopping and offline shopping. This study reflect
the problems and factors of online and offline shopping. There are certain problems, why
people do not do online shopping and go for market to shop things? What are the major reasons
behind the online and offline shopping? This study helps the consumer to get an idea about the
online shopping. In Coimbatore, there is less number of people who do shopping online as
compared to the other cities. The study makes the consumer clear about which option should
be taken by the consumer to get more benefit out of it.

1.5. Significance of the Study

The consumers in today’s era have not only many stores choice, but they also have a wide
variety of channels to choose from. With the start of numerous channels (e.g. Mobile
Commerce, E-Commerce) and a continuous increase in the competition among channels, the
understanding of what incites consumers to purchase from one channel rather than another
becomes progressively important channel design and management.

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1.6. Objectives of the Study

The present study broadly compares the online and offline shopping, specifically the objectives
are:

(a) To compare consumer behavior for online & offline shopping..

(b) To know consumer motivations to engage in online shopping VS in-store shopping.

(c) To find out the perceived benefits and drawbacks of internet shopping VS physical store
shopping

(d) To know about the satisfaction level of consumer in online VS offline shopping.

(e) To provide valid suggestion based on the study.

1.7 LIMITATIONS OF THE STUDY

 This study is limited to Coimbatore city and therefore the findings of the study

Cannot be extended to other area.

 The samples have been collected from the limited member (sample size 150) of

Respondent.

 Time active is considered inadequate to conduct the survey.

 Accuracy of the study depends on the truth of response
 Attitude of the respondents change from time to time.
 Lack of seriousness in filling the questionnaire

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1.8 Research Methodology

Research refers to search of knowledge. It can be defined as scientific a

systematic search for pertinent information on a specific topic. It is careful
investigation orinquiry especially through search for new facts of any branch
of knowledge.Research places an important role in the project work. The result
of the project is completely based upon the research of the facts and figures
collected through the different ways of research. That is why it is also called
the movement from known to unknown. Research is the original contribution
to the existing stock of knowledge.

Research Design
In the data collection method, we have collected both primary and secondary data to meet our
objective.

Primary data:
The primary data was collected by a survey base on the questionnaire

Secondary data:
The secondary data was collected from books and internet

Data Source:
The data that is collected from different sources, as the first hand information that is called
primary data. The source of primary data in our research is questionnaire an observation
method. The secondary data were also used in our report preparation .this is collected from
internet.

Research approach:
The required information in the form data is collected through survey method with the help of
personnel interview through questionnaire method.

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Sampling plan:
There is a stage where the planning is done about the sample unit, sample size, sampling
procedure, etc.

Sampling unit:
This means, which is to be surveyed .So as mention earlier that the sample
unit is potential peoples.

Sample size:
The sample size means how many people should be surveyed. So that total
sample size is 100, which cover from Coimbatore city.

Sampling procedures:
We choose convenient and judgmental sampling for our research.

Data collection Method:

Personal interview method is used for collection of primary data in the form
Of questionnaire from respondents.

Research instruments:
Once the source of the data collection is decided then comes the instrument for data collection
or the research instrument. In the survey method a questionnaire was framed .This is Philip by
the potential people through personal interviews.

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CHAPTER SCHEME

The present study is given in four chapters.

CHAPTER – I

Deals with Introduction and Design of the study, Objective of the Study, Limitation of the
Study and Research Methodology.

CHAPTER – II

This chapter deals with Review of Literature.

CHAPTER – III

It is concerned with the Analysis and Interpretation of the study.

CHAPTER – IV

Deals with findings, suggestions and conclusion of the study

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 Chapter II

Review of Literature

The extensive literature review has been conducted to gain deeper understanding of research
about online and offline customer and their experience. The review clarifies and simplifies the
dominant dimension consumer consider when they make any online purchase decision.
Following this, the major theoretical gap related to understanding what and why consumers do,
and do not purchase using the Internet is explored with respect to the theories of retail change
and consumer behaviour theory with particular reference to the buying decision process. More
specifically, the study examined the interrelationships among quality, value, satisfaction, and
loyalty when consumers choose to shop online.

2.1. Review of Related Studies

Li and Zhang (2002)examined the representative existing literature on consumer online

shopping attitudes and behaviour based on an analytical literature review. In doing so, this
study attempts to provide a comprehensive picture of the status of this subfield and point out
limitations and areas for future research. They decided to restrict their search of research
articles to the period of January 1998 to February 2002. The other two criteria for selection are
the articles are empirical in nature, and the articles measure at least one of the identified factors
in our taxonomy they searched three primary IS conference proceedings volumes: International
Conference on Information Systems (ICIS), Americas Conference on Information Systems
(AMCIS), and Hawaii International Conference on Systems Science (HICSS). They also
checked the reference sections of the selected articles to identify and include additional
prominent articles in this area. Three out of the five dependent variables (consumer attitudes,
intentions, and purchasing behaviour) and three out of the five independent variables (personal
characteristics, vendor/service/product characteristics, website quality) receive the most
attention. This seems to constitute the main stream of research in this area. It is found that
personal characteristics, vender/service/product characteristics, and website quality
significantly affect online shopping attitudes, intention, and behaviour. The direct implication
of these findings is that targeting more appropriate consumer groups, improving product and/or
service quality, and improving website quality can positively influence consumer attitudes and
behaviour, possibly leading to increased frequency of early purchase and replication purchases
on the part of customers. This methodological matter wants to be addressed in upcoming

12
research so that a validated instrument can be developed for evaluating consumer online
shopping approaches and behavior.

Chaing and Dholakia (2014) carried out a study in which they examined the purpose the
customer to purchase goods online during their shopping. Mainly there are three variable in
their study those affects the consumer to purchase online or to go offline. Those are the
accessibility features of the shopping sites, the type of the products and their characteristic, and
the actual price of the product. The study revealed that the accessibility and the convenience of
the shopping sites create the intention in the customer to purchase or not. When there are
difficulty faced by a consumer to purchase online then the customer switch to the offline
shopping for the purchase behaviour and the consumer face difficulty in offline purchasing
then they go to the online purchasing. After relating both the medium of shopping the consumer
said that the online shopping is more convenient for them and gives more satisfaction which
inspires the consumer to purchase online in the internet.

Iyer and Eastmen (2014) found that the population of senior who are more literate, more
knowledgeable and who are more aware of the technology and those who have a positive
behaviour towards online shopping and internet are more into online shopping. But the
population of senior who are less aware of the internet and the shopping sites are less involved
in the shopping sites because they do not have a positive attitude towards online shopping rather
they are much more interested in offline shopping and the seniors who are more involved in
the internet uses more online sites for purchasing the goods over the internet. The senior which
have more knowledge about the internet and the shopping sites they compares both the
shopping i.e. online and offline shopping for their purchasing of goods. However their
knowledge and the use of internet by them has no connection with their age and their
satisfaction level while purchasing online.

Chaing and Roy (2009) focused on the consumer choice to shop on the internet and at the
physical stores during the information acquisition period. A convenience sample of 34 students
enrolled in undergraduate marketing class to select the product for testing, 56 products were
developed based on the popularity of online shopping. The result shows that the consumer
perceives shopping offline as inconvenient, online shopping intention was expected to be
greater for search products than experience product.

13
Hausman and Siekpe (2009) analysed an practical study in US regarding the effect of web
interface features on consumer online purchase intention. E-commerce system is different from
traditional information system. It has both features of information system and marketing
channels. It contains machine and human element. An empirical finding shows that to know
the motivation factors for online shopper, cognitive and psychological factors do have
meanings. The study finds both human and computer factors are necessary for antecedent for
online shopping.

Harn and Adeline (2008) focused in Malaysia about Web navigation behaviour of Malaysian
in relation to online purchasing. There finding shows that most of the shoppers were well
educated with minimum bachelor degree, their age varies between 19 to 34 and they all are
unmarried. This study proved successfully that the web navigation behaviour is important
factor to determine the probability of online purchasing, and it does not have significant affect
for online purchasing decision. The most dissatisfying factor was slow downloading rate of
web pages. The finding provide some insight while designing website, taking into
consideration that it should be easy to use ,attractive and user friendly with faster downloading
time.

Devaraj et.al (2006) critically analysed an empirical study in USA regarding examination of
online channel preference. He examined the behavioural and economic features that add to
online consumer's satisfaction and further head to their preference of online channel. The
results indicate that asset specificity and uncertainty structure variables the electronic
marketplace are related with the conduct constructs such as, personalization, website design,
time responsiveness, security and reliability of the online channel. Further, it was found that,
personalization, time responsiveness, security, and reliability are also significantly linked to
the consumer satisfaction outcome with the channel. Website design has not significant effect
to online consumer's satisfaction. Finally, it was indicated that satisfaction resulting from the
above conduct variables was strongly related to the consumer's preference online channel
preference.

Riley et.al (2009) addressed to know why the people and from where they get influence to
purchase grocery from online shopping. This research aims to know the role of all the factors
which are situational in the process of adaption of grocery shopping from online. Qualitative
research is carried out by the researcher which helps the researcher to gain the knowledge about

14
the depth of the consumer of grocery product and their behaviour. Researcher also includes the
quantitative method in his research to find the factors which influence them to purchase grocery
from online shopping. By merging both the qualitative and quantitative study the researchers
find the importance of the specific type of institution. Many shopper are found that they starts
discontinuing the online shopping of grocery once there initial point of shopping of grocery
created a problem for them they stop doing online shopping.

Jayawardhena and Wright (2009) focused the antecedent of online shopper’s excitement, its
consequences for behavioural intentions as expressed by intent to return, and positive word of
mouth communication. A conceptual model is developed based on the literature; instrument
item scales to measures all constructs in the model were as informed by the literature and
adapted from prior studies. They found that the convenience, involvement, attribute of the web
site and merchandising all collectively influence shoppers excitement. E-shopper excitement
leads to positive word-of-mouth (WOM) and increases the intent to return. The limitation of
this study was that there is no differentiation is made between the types of goods that e-
commerce purchased.

15
 CHAPTER III

DATA ANALYSIS AND INTERPRETATION

TABLE NO: 1

1.AGE OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Below 20 19 20
20 to 40 36 38
40 to 60 29 30
Above 60 12 12
Total 100 100

INTERPRETATION

 It is inferred that maximum of the respondents are in the age group 21 to 30 years
36% .

 Minimum 29% of the respondents who belong to the age group 31 to 40 year.

16
 CHART NO: 1

NO. OF RESPONDENTS
40

35

30

25

20
NO. OF RESPONDENTS
15

10

0
Below 20 20 to 40 40 to 60 Above 60

17
 TABLE NO: 2

2.GENDER OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Male 58 58
Female 42 42
Total 100 100

INTERPRETATION

 It is concluded that maximum 58% of the respondents belong to male category.

 Minimum 42% of the respondents belong to female category.

18
 CHART NO: 2

GENDER OF THE RESPONDENTS

70

60 58

50
42
40

30

20

10

0
Male Female

Column1

19
 TABLE NO: 3

3.How much do you spend on Online shopping in a month?

Spend NO. OF RESPONDENTS PERCENTAGE

I never buy online 8 8%

0 – 3000 13 13%
3000 – 6000 52 52%
6000 – 9000 20 20%
9000 + 7 7%
Total 100 100%

INTERPRETATION

Above table shows that 52% respondent spent approx. 3000-6000 a month,
20 % spent 6000-90000, 13 % spent 3000 and 8 % are not interested in
shopping and rest 7 % spent highest amount is 9000+.

20
 CHART NO: 3
SPEND ON ONLINE SHOPPING IN A MONTH

21
 TABLE NO: 4

4.How much do you spend on Physical store in a month?

Spend NO. OF RESPONDENTS PERCENTAGE

I never buy 0 0%
physical
0 – 3000 8 8%
3000 – 6000 32 32%
6000 – 9000 58 58%
9000 + 2 2%
Total 100 100%

INTERPRETATION

Above table shows that 58% respondent spent approx. 6000-9000 a

month, 32 % spent 3000-60000, 8 % spent 3000 and 0 % are not interested in
shopping and rest 2 % spent highest amount is 9000+.

22
 CHART NO: 4
SPEND ON PHYSICAL SHOPPING IN A MONTH

23
 TABLE NO: 5

5.How would you rate your Internet connection?

RATE NO. OF RESPONDENTS PERCENTAGE

BAD 11 11%
GOOD 27 27%
VERY GOOD 42 42%
EXCELLENT 20 20%
Total 100 100%

INTERPRETATION

Above table shows that 42% of respondent having very good internet
connection, 20% having excellent connection and 11% having very bad
internet connection

24
 CHART NO: 5

How would you rate your Internet connection.

25
 TABLE NO: 6

6.How often do you visit e-commerce websites?

NO. OF RESPONDENTS PERCENTAGE

Daily 9 9%
Weekly 25 25%
Monthly 46 46%
Annually 20 20%
Total 100 100%

INTERPRETATION

Above table shows that 9% of respondent visit daily in e-commerce website

and 46% are on monthly basis and rest 25% are on yearly basis.

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 CHART NO: 6

How often do you visit e-commerce websites?

27
 TABLE NO: 7

7.How does the e-commerce website load on your screen?

NO. OF RESPONDENTS PERCENTAGE

FAST 70 70%
SLOW 30 30%
Total 100 100%

INTERPRETATION

Above table shows that 30% respondent believe that e-commerce website are
having load and rest 70% said it works fast.

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 CHART NO: 7

How does the e-commerce website load on your screen?

80

70

60

50

40

30

20

10

0
SLOW FAST

Series 1

29
 TABLE NO: 8

8. Are you satisfied with the delivery of the goods supplied by

e-commerce industry?

NO. OF RESPONDENTS PERCENTAGE

YES 68 68%
NO 32 32%
Total 100 100%

INTERPRETATION

Above table shows that 32 % of respondent are not satisfied with the delivery
of products and 68 % are satisfied with distribution channel of the company.

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 CHART NO: 8

Are you satisfied with the delivery of the goods supplied by e-commerce
industry?

80

68
70

60

50

40
32
30

20

10

0
YES NO

Series 1

31
 TABLE NO: 9

9.What method of Shopping do you prefer?

NO. OF RESPONDENTS PERCENTAGE

E-Retailing 42 42%
(Online)
Retailing (High 58 58%
Street)
Total 100 100%

INTERPRETATION

Above table shows that 42% of customer prefer online shopping and rest 58 %
prefer retail shopping.

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 CHART NO: 9

What method of Shopping do you prefer?

70

60 58

50
42
40

30

20

10

0
E-Retailing (Online) Retailing (High Street)

Series 1

33
 TABLE NO: 10

10.What do you believe to be of most importance, to a Website user?

NO. OF RESPONDENTS PERCENTAGE

Security 62 62%

Trust 32 32%

Privacy 6 6%

Total 100 100%

INTERPRETATION

Above table shows that 62% of respondent believe in security, 32% are in trust
and rest 6% are in privacy

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 CHART NO: 10

What method of Shopping do you prefer?

70
62
60

50

40
32
30

20

10 6

0
Security Trust Privacy

Series 1

35
 TABLE NO: 11

11.What would be your best payment method if you buy online?

NO. OF RESPONDENTS PERCENTAGE

UPI 42 42%
Debit / Credit Card 34 34%
COD 24 24%

Total 100 100%

INTERPRETATION

Above table shows that 42 % costumer paid by UPI and 34 % customer

purchase the goods with debit/credit card and rest 24 % are from cash.

36
 CHART NO: 11

What would be your best payment method if you buy online?

45 42

40
34
35

30
24
25

20

15

10

0
UPI Debit / Credit Card COD

Series 1

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 CHAPTER - IV
FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

 Shortage of transportation vehicle for fast and emergency supply of product

and services.
 No interaction with customer for a longer span of time.
 Customer feels good for online shopping because of less time taking and
discount.
 Less use of technology in products and services.
 Late delivery due to slow distribution channel and customer felt unhappy.
 Low price of products as compare to physical store.
 Customer spent more money on online shopping as compare to physical stores.

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SUGGESTIONS

 Online stores should use effective implementation of website factors such as

information design, features, communication, privacy and security, as a
marketing tool by which trust towards the website can be created among the
consumers and subsequently enhance purchase intention.

 Online websites should pay more attention to the female segments as results
prove that females shop more in online shopping as compared to men. So
companies should devise the policies and strategies to attract more number of
people in this segment in future also

 The study suggests that the Indian customers give the most importance to
security and privacy to generate trust. Perceived privacy of customer information
can be improved by ensuring that at no point of time the customer is asked for
irrelevant personal information.

 Further, some kind of legal framework should be setup in order to check online
frauds. Moreover, the complaints related to online shopping should be heard by
setting up some body.

 There is still low level of computer accessibility and lack of awareness of online
shopping even in the educated. There is a barrier in experiencing online
shopping. Hence the companies should make the people aware through different
ways.

 Companies should improve consumer value perceptions about the products and
reduce consumers perceived risk in the online shopping environment by
providing quality products, timely delivery and fulfill their expectations.

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CONCLUSION

In the past, consumers had sufficient time to visit shopping centers, searching for
various products. Many consumers prefer bargaining and decide the purchases after
physical examination of the commodities. The entire process can range from a few
hours to weeks depending on the product, quantity, quality and source of purchase.
Today there is radical change in the entire scenario. Everything in today’s world is
Internet oriented like Electronic Data Interchange, E-Mail, E-Business and E-
Commerce.

E-Commerce is exchange of information using network-based technologies. In

the present high cost situation, e-Commerce can be used as a competitive strategy. It
successfully includes the entire online process of developing, marketing, selling,
delivering, servicing and paying for products and services.

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.

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 QUESTIONNAIRE

Name ____________________________________

Age _____________________________________

Gender ____________________________________

Q1.Which of these websites have you already used or visited?

 Amazon
 eBay
 flipkart
 I have never used or visited any of these websites

Q2.Where do you mostly use the Internet?

 At home
 At work

Q3.What is your main purpose for using the Internet?

 Shopping
 Work
 Education
 Hobby

Q4.Is the information provided on www.amazon.co.uk easy to read?

 Yes  No

Q5.How much do you spend on Physical store in a month?

 I never buy online
 0 - 3000
 3000 - 6000
 6000 - 9000
 9000 +
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Q6.How much do you spend on Online shopping in a month?
 I never buy online
 0 - 3000
 3000 - 6000
 6000 - 9000
 9000 +

Q7.How would you rate your Internet connection?

 Bad
 Good
 Very good
 Excellent

Q8.What type of Internet Connection do you use?

 Broadband
 Dial-up
 Mobile devices

Q9.How often do you visit e-commerce websites?

 Daily
 Weekly
 Monthly
 Annually

Q10.How does the e-commerce website load on your screen?

 Fast
 Slow

Q11.Would you continue buying from www.amazon.co.uk?

 I have never bought anything on Amazon yet
 Yes
 No

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Q12 What do you believe to be the best marketing approach to advertise an
E-commerce website?
 Bill Boards
 Magazines
 Newspapers
 Search engines

Q13.What would be your best payment method if you buy online?

 UPI
 Debit / Credit Card
 Cash on delivery

Q14.What do you believe to be of most importance, to a Website user?

 Security
 Trust
 Privacy

Q15.What method of Shopping do you prefer?

 E-Retailing (Online)
 Retailing (High Street)

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