DECLARATION

I hereby declare that the study entitled “ATTITUDE AND PERCEPTION OF MOBILE MARKETING AMONG
YOUNGSTERS”, being submitted by me in the partial fulfillment of the requirement for the award of Masters of
Business Administration (MBA) record of my own work.

The study was conducted at “ATTITUDE AND PERCEPTION OF MOBILE MARKETING AMONG YOUNGSTERS”

The matter embodied in this project report has not been submitted to any other university or institution for the award of
degree.

Date:
Medhavi

MBA3r
d
SEM

This is to certify that the above statement made by the candidate is correct to the best of our knowledge.

[Link]
(USB) Chandigarh
University
 ACKNOWLEDGEMENT

Knowledge is itself a continuous process. But at this moment of our substantial enhancement we find
no words to express my gratitude to those who had helped me directly or indirectly in making this
report a success. We are indebted and thankful for the assistance received from various individuals.

It is indeed of great moment to pleasure to express our sense of per found gratitude and ineptness to
all the people who have been instrumental in making our learning a rich experience. We got the
opportunity to do a challenging project in Management Research Project-II. The project is the
important part of our study and gives us a practical exposure to management research its
implementation and it is almost impossible to do the same without the guidance of people in and
around us.

We hereby take the pleasure of thanking all who have contributed to the making of this report.
Firstly we would like to thank Prof. (Dr.) Surat, Who have provided us full liberty, co–operation
during our Report and sharing knowledge of his field with us always with a smile.

We are greatly thankful to my parent, seniors, friends and colleagues for their kind and constant
inspiration and loving support through many days when they wondered where the priorities lay.

Medhavi
 PREFACE

As a part of the MBA curriculum and in order to gain practical knowledge in the field of
management, we are required to make a report on any management research related topic.

One can deny for the importance of the practical exposure of the problem for its better
understanding and better grip of coming out with an industrially acceptable solution.

The basic objective behind doing this report is to gain the knowledge about the Attitude &
perception of mobile marketing among youngsters and to interpret its various implications. We
have selected this topic.

Now a day, management is an art, which we should learn by heart, and we believe that art by
studying it practically rather than reading the books. Management is must for every company,
every organization, not only this but also it is must for every person.

The Master of Business Administration is a professional course, which develops a new level of
knowledge & skills and sets & prepares those seeking challenging carriers in the new era of
Liberalization, and Globalization. MBA Programme imparts the knowledge of concept &
application skills of management.

In MBA Semester-IV, we are required to prepare a report on to fulfill this requirement of the
syllabus; we have prepared a report on “ATTITUDE & PERCEPTION OF MOBILE
MARKETING AMONG YOUNGSTERS”.

i
 EXECUTIVE SUMMARY

India is one of the fastest growing mobile markets in the world and currently there are around
870 million mobile users. At the same time it has the largest youth population in the world
recent transformation of mobile handsets from technologically limited mobile phones into true
hybrid mini-computers, and the transition to 3G networks, converted the mobile medium into
an attractive value delivery channel for business entities.

Mobile marketing is marketing on or with a mobile device, such as a cell phone. Mobile
marketing can also be defined as “the use of the mobile medium as a means of marketing
communication”, Mobile marketing is commonly known as wireless marketing, although
viewing advertising on a computer connected to a home local area network is not considered
to be mobile marketing Mobile marketing encapsulates a large set of applications and has the
potential to create exceptional value to both consumers and business entities if and only if it’s
true essence and unique properties are truly understood by all members of the mobile value
chain. Prior academic research on mobile marketing has identified an extended set of factors
that may have an influence on the acceptance and adoption of mobile marketing practices by
consumers.

Attitude is a major factor in information systems and marketing researches. Attitude &
perception is outcome of what we say, feel and know. “Attitude & perception is a lasting
general evaluation of people (including oneself), objects, advertisements or issues.” It is
important to highlight that attitude toward mobile marketing refers to consumers’ attitude
toward marketing in general rather than one specific type of marketing General public attitude
toward advertising has been a main concern and focus for a long time. Youngster’s attitude
toward mobile marketing has been popular among different researchers, especially focusing
on mobile marketing.
 CONENTS
Chapters Particulars Page. No.

1 Introduction 1

Conceptual Framework of Online shopping 2-6

Online shopping in India 67

Advantages of online Shopping 7-8

Disadvantages of Online shopping 9

Statement of the problem 9

Literature review 10-11

Research Gap, Need for the Study 12

Objectives of the Study 13

Research Hypotheses 13

Research Methodology 14 – 15

Chapter Scheme 15

2 Data analysis and Interpretation 16 -31

Testing of Hypotheses 32-37

3 Findings suggestions and Conclusion 38-41

Bibliography 42-43
 Details of Figures/ Charts Used in Report

Figure / Title Page No.

Chart No.

1. Details of Usage of Internet Facilities by the Respondents 17

2. Details of Internet Access Point 18

3. The Respondents Influenced from the following for E Retailing 19

4. Response towards benefits from usage of Internet Facilities 20

5. Details on the preference on Purchase of Products through online 21

6. The Amount spent on online shopping by the Respondents 22

7. Problems Faced by E-Customers in E-Shopping Process 23

8. Response towards the E-ADVERTISMENT of E-retailers 24

9. Response towards the E-STRATEGIES of E-retailers 25

10. Responds towards Quality of Products delivered by E-Retailers 26

11. Responds towards timely delivery of Products by E-Retailers 27

Responds towards the Warranty/Guarantee of the products supplied

12. by 28

the E-Retailers

13. Satisfaction Level of Respondents towards Services of E-Retailers 29

14. E-Customers Suggestions for the Additional features in E-Retailing 30

15. Response for the continuation as E-Customers 31

 The details of Table used in the report

Table No. Title Page No.

1. Socio Economic Status of the Respondents 16

2. Details of Usage of Internet Facilities by the Respondents 17

3. Details of Internet Access Point 18

4. The Respondents Influenced from the following for E Retailing 19

5. Response towards benefits from usage of Internet Facilities 20

6. Details on the preference on Purchase of Products through online 21

7. The Amount spent on online shopping by the Respondents 22

8. Problems Faced by E-Customers in E-Shopping Process 23

9. Response towards the E-ADVERTISMENT of E-retailers 24

10. Response towards the E-STRATEGIES of E-retailers 25

11. Responds towards Quality of Products delivered by E-Retailers 26

12. Responds towards timely delivery of Products by E-Retailers 27

Responds towards the Warranty/Guarantee of the products supplied by

13. the 28

E-Retailers

14. Satisfaction Level of Respondents towards Services of E-Retailers 29

15. E-Customers Suggestions for the Additional features in E-Retailing 30

16. Response for the continuation as E-Customers 31

Difference of Use of Internet and the Education Qualification of

17. the 32

Respondents

Symmetric measures of Use of Internet and the Education Qualification

18. of 32

the respondents
19. Difference of Use of Internet and Occupation of the Respondents 33
 Symmetric measures of Use of Internet and the Occupation of
20. the 33

Respondents

21. Difference of Use of Internet and Annual Income of the respondents 34

Symmetric measures of Use of Internet and the Income of the

22. respondents 34

Difference of annual income of respondents and products

23. purchased 35

through online

symmetric measures of annual Income and purchasing priority of

24. products 35

through online

Result of paired sample t test between annual income and amount

25. spent 36

on online shopping

Results of Paired sample t test between Education Qualification and

26. the 36

Net Usage

27. Paired Samples t test between the Purchase of products through online 37

and the continuation of Internet usage

 INTRODUCTION

Today E-commerce is a byword in Indian society and it has become an integral

part of our daily life.

The rapid growth of e-commerce in India Over the last two decades, rising internet and

mobile phone penetration has changed the way we communicate and do business. E-

commerce is relatively a novel concept. It is, at present, heavily leaning on the internet

and mobile phone revolution to fundamentally alter the way businesses reach their

customers. While in countries such as the US and China, e-commerce has taken

significant strides to achieve sales of over 150 billion USD in revenue, the industry in

India also reaching maximum customers through E-Commerce. Over the past few

years, the sector has grown by almost 35% CAGR from 3.8 billion USD in 2009 to an

estimated 12.6 billion USD in 2015. Industry studies by IAMA2 indicate that online

travel dominates the e-commerce industry with an estimated 70% of the market share.

However, e-retail in both its forms; online retail and market place, has become the

fastest-growing segment, increasing its share from 10% in 2009 to an estimated 18% in

2015. Calculations based on industry benchmarks estimate that the number of parcel

check-outs in e-commerce portals exceeded 100 million in 2015. However, this share

represents a miniscule proportion (less than 1%) of India’s total retail market, but is

poised for continued growth in the coming years. If this robust growth continues over

the next few years, the size of the e-retail industry is poised to be 10 to 20 billion USD

by 2017-2020. This growth is expected to be led by increased consumer-led purchases

in durables and electronics, apparels and accessories, besides traditional products such

as books and audio-visuals.

Conceptual Framework of Online Shopping

Online shopping

Also known as e-tail from "electronic retail" or e-shopping is a form of

electronic commerce which allows consumers to directly buy goods or services from a

seller over the Internet using a web browser. Alternative names are: e-web-store, e-

shop, e-store, Internet shop, web-shop, web-store, online store, online storefront and

virtual store. Mobile commerce or m-commerce describes purchasing from an online

retailer's mobile optimized online site or app. An online shop evokes the physical

analogy of buying products or services at a bricks-and-mortar retailer or shopping

center; the process is called business-to-consumer (B2C) online shopping. In the case

where a business buys from another business, the process is called business-to-business

(B2B) online shopping. The largest of these online retailing corporations are Alibaba,

[Link], and eBay.

History of Online Shopping

Michael Aldrich an English entrepreneur invented online shopping in 1979. His

system connected a modified domestic TV to a real-time transaction processing

computer via a domestic telephone line. He believed that videotext, the modified

domestic TV technology with a simple menu-driven human–computer interface, was a

'new, universally applicable, participative communication medium the first since the

invention of the telephone.' This enabled 'closed' corporate information systems to be

opened to 'outside' correspondents not just for transaction processing but also for e-

messaging and information retrieval and dissemination, later known as e-business. His

definition of the new mass communications medium as 'participative' was

fundamentally different from the traditional definitions of mass communication and

mass media and a precursor to the social networking on the Internet 25 years later. In

March 1980 he went on to launch Region’s Office Revolution, which allowed

consumers, customers, agents, distributors, suppliers and service companies to be

connected on-line to the corporate systems and allow business transactions to be

completed electronically in real-time.

During the 1980s he designed, manufactured, sold, installed, maintained and

supported many online shopping systems, using videotex technology. These systems

which also provided voice response and handprint processing pre-date the Internet and

the World Wide Web, the IBM PC, and Microsoft MS-DOS, and were installed mainly

in the UK by large corporations. The first World Wide Web server and browser, created

by Tim Berners-Lee in 1990, opened for commercial use in 1991. Thereafter,

subsequent technological innovations emerged in 1994, online banking, the opening of

an online pizza shop by Pizza

Hut, Netscape's SSL v2 encryption standard for secure data transfer, and Intershop's
first

online shopping system. The first

secure retail transaction over the Web was either

by NetMarket or Internet Shopping Network in 1994. Immediately

after, [Link] launched its online shopping site in 1995 and eBay was also

introduced in 1995. Alibaba's sites Taobao and Tmall were launched in 2003 and 2008,

respectively. Retailers are increasingly selling goods and services prior to availability

through pretail for testing, building, and managing demand.

International e-commerce statistics

Statistics show that in 2012, Asia-Pacific increased their international sales over 30%

giving them over $433 billion in revenue. That is a $69 billion difference between the

U.S. revenue of $364.66 billion. It is estimated that Asia-Pacific will increase by

another 30% in the year 2013 putting them ahead by more than one-third of all global

ecommerce sales. The largest online shopping day in the world is Singles Day, with

sales just in Alibaba's sites at US$9.3 billion in 2014.

Customers
Online customers must have access to the Internet and a valid method of payment in

order to complete a transaction. Generally, higher levels of education and personal

income correspond to more favourable perceptions of shopping online.

Product selection
Consumers find a product of interest by visiting the website of the retailer directly or by

searching among alternative vendors using a shopping search engine. Once a particular

product has been found on the website of the seller, most online retailers use shopping

cart software to allow the consumer to accumulate multiple items and to adjust

quantities, like filling a physical shopping cart or basket in a conventional store. A

"checkout" process follows (continuing the physical-store analogy) in which payment

and delivery information is collected, if necessary. Some stores allow consumers to sign

up for a permanent online account so that some or all of this information only needs to

be entered once. The consumer often receives an e-mail confirmation once the

transaction is complete. Less sophisticated stores may rely on consumers to phone or e-

mail their orders (although full credit card numbers, expiry date, and Card Security
Code, or bank account and routing number should not be accepted by e-mail, for

reasons of security).

Payment
Online shoppers commonly use a credit card or a PayPal account in order to make

payments. However, some systems enable users to create accounts and pay by

alternative means, such as:

1. Billing to mobile phones and landlines

2. Cash on delivery (C.O.D.)

4. Cheque/ Check
5. Debit card

6. Direct debit in some countries

7. Electronic money of various types

8. Gift cards

9. Postal money order

10. Wire transfer/delivery on payment

11. Invoice, especially popular in some markets/countries, such as Switzerland

12. Bitcoin or other crypto currencies

Some online shops will not accept international credit cards. Some require both

the purchaser's billing and shipping address to be in the same country as the online

shop's base of operation. Other online shops allow customers from any country to send

gifts anywhere.

The financial part of a transaction may be processed in real time (e.g. letting the

consumer know their credit card was declined before they log off), or may be done later

as part of the fulfilment process.

Product delivery
Once a payment has been accepted, the goods or services can be delivered in the

following ways. For physical items:

Shipping: The product

is shipped to a customer-designated package

delivery is typically done by the public postal system or a retail courier such

as FedEx, UPS, DHL, or TNT.

Drop shipping: The order is passed to the manufacturer or third-party distributor, who

then ships the item directly to the consumer, bypassing the retailer's physical location to

save time, money, and space.

In-store pick-up: The customer selects a local store using locator software and
picks up the delivered product at the selected location. This is the method often used in

the bricks and clicks business model.

Online Shopping in India

Online shopping has had a rather slow and tumultuous journey in India, it has

not picked up as much as it should have primarily due to the fact that internet

penetration itself is quite low and secondly the online shopping experience has been bad

to say the least. Although there are grass root problems, Online Shopping in India is

evolving fast and has the potential to grow exponentially in the times to come, as the

internet penetration reaches far and wide across the rural area. Traditionally, Indians are

conservative in their approach to shopping. They want to touch and feel the products

and test its features before buying anything. Most of us are also a witness to the recent

mall culture where all the products are available under a single roof and at competitive
price points. Little needs to be analyzed about it over here as most of you might have

visited a mall at least for once as a past time on a weekend, if not for shopping

precisely. Well, I often do it, to be frank. Next in line is the concept of virtual mall or

online shopping which is already existent at its preliminary stage in India and is

gradually growing exponentially. The market opened up with innovative online

shopping initiatives from eBay, Rediff shopping and [Link] just to name a

few. In a sort of change of version from tele-shopping to a broader form of online plus

television shopping saw the emergence of a 24-hour shopping channel from Network 18

– TV 18 Home Shopping Network. As per the report, this fast growing channel has

spread speedily with market presence across a range of products. It accounts for 4.5%

of all digital camera sales in the country and largest seller of Reebok merchandises. In

fact, the report further says that Home Shop 18 sells 480 brands under its portfolio. It is

akin to mentioning that, “I am wary

about implications of carrying out online transactions to pay my utility bills fraught

with risks of phishing and hacking fraud. Indian marketers are also increasingly

becoming conscious about the viability of returned goods, if customer is not satisfied

with the product. This may not sound true over here, but it is a part-and-parcel of the

game involved in online shopping. It is estimated that about a fifth of the buy orders get

returned for the goods bought online. As such, most of the online sales are carried out

on the condition of ‘If not satisfied with the product, full money to be returned’.

Another factor is that most buyers pay on delivery which also keeps their options to

return good open, if they do not like a particular product.

Online shopping has become a popular shopping method ever since the internet has

declared a takeover. There are many individuals that are looking for other amazing
alternatives shopping and online shipping is just the fix for that. There are many

advantages of online shopping; this is the reason why online stores are a booming

business today. Online shopping includes buying clothes, gadgets, shoes, appliances, or

even daily groceries. Listed below are several online shopping advantages and these are

the following.

Advantages of Online Shopping

1. Save Time: - Do you have the specific list that you want to buy? With just a

couple of clicks of the mouse, you can purchase your shopping orders and

instantly move to other important things, which can save time.

2. Save Fuel: - The market of fuel industries battles from increasing and decreasing

its cost every now and again, but no matter how much the cost of fuel are it does

not affect your shopping errands. One of the advantages of shopping online is

that there is no need for vehicles, so no purchase of fuel necessary.

3. Save Energy: - it is tiresome to shop from one location and transfer to another

location. What is worse is that there are no available stocks for the merchandise

you
 want to buy. In online shopping, you do not need to waste your precious energy
when

buying.

4. Comparison of Prices: - The advanced innovation of search engine allows you to

easily check prices and compare with just a few clicks. It is very straightforward to

conduct price comparisons from one online shopping website to another. This gives

you the freedom to determine which online store offers the most affordable item you

are going to buy.

5. 24/7 Availability: - Online shopping stores are open round the clock of 24/7, 7 days

a week and 365 days. It is very rare to find any conventional retail stores that are

open 24/7. The availability of online stores give you the freedom to shop at your

own pace and convenience.

6. Hate Waiting in Lines: - When buying items online, there are no long lines you

have to endure, just to buy your merchandise. The idea of shopping online is cutting

down those bad habits of standing in a long line and just waiting. Every online store

is designed with unique individual ordering features to purchase the item.

7. Too Ashamed to Buy: - There are times that you want to purchase something out of

the ordinary that can be a bit embarrassing when seen by other people. Items like

weird ornaments, sexy lingerie, adult toys, etc. In online shopping, you do not need

to be ashamed; your online transactions are basically done privately.

8. Easy to Search Merchandise You Want to Buy: -You are able to look for specific

merchandise that includes model number, style, size, and colour that you want to

purchase. In addition, it is easy to determine whether the products are available or

out of stock.
 Disadvantages of Online Shopping

If there are advantages, most likely there will be disadvantages. Despite the

success of purchasing through online shopping stores, there are still some

disadvantages that most people complain about. These include:

1. Personally Check the Item – If you are one of those shoppers who want to

touch, see, and test the product personally, at online shopping, you are not able to

do so. Online stores are only showing product description and photos of the

merchandise, which can be a disadvantage for many online shoppers.

2. Diminished Instant Satisfaction – Unlike buying at retail stores, you are able to

use the product instantly after you buy it, which can be satisfying. However,

online shopping requires patience to wait for the item to arrive at your door step

about 2 to 3 times

STATEMENT OF THE PROBLEM

Even though the government of India has taken positive measures to facilitate

the speedy growth of E- retailing by the introduction of cyber laws, reduction of taxes

on infrastructure etc people are hesitating to buy on lines due to confusions on security

and payment methods. There are also frauds taking place in credit cards which can

happen while it on the internet. Inadequate infrastructure and excessive tariffs also

make the situation worse.

LITERATURE REVIEW
With the above problems researcher collected few of literatures on the topic of

E-Commerce and reviewed to find the some research gap.

RESEARCH GAP
The study by researcher on secondary data identified that there are lot works has

been done on the concept of E-Retailing related to the technical and possible aspects in

E-retailing in future, though the few studies were conducted on the consumers

perceptions the present study gives the some of the results on the consumers perception

towards the Online shopping

NEED OF THE STUDY

Marketing made it clear that, customers is a king for all retailers or services

providers, the competition in the world made it clear that Consumers attraction and

making the more flexible and better feasible services is the new dimension in the world

market. The traditional marketing system attracting lesser the clients than the modern

marketing system and more over buying and availing the services through modern

system made it clear that easy and convenient services are delivered to the customers

and attracted more at the distances. Electronic retailing has emerged as a new avenue to

consumers for shopping. Internet penetration spread across India at a faster rate, gaining

attractiveness for online buying. E-retailers intend to take advantage on it in spite of

impediment and escalated competition of e-tailing. Thus, this study is undertaken to

analyse the perception of E-Customers towards the E-Retailing and the services of E-

Retailers.
OBJECTIVES OF THE STUDY
The following objectives were framed to fulfil the research gap and come out with

fruitful conclusion:

1. To analyse the relationship between the socio-economic status and buying

behaviour of the E-Consumers

2. To evaluate the consumers perception towards the services of E-Retailers

3. To analyse the influencing factors of E- Retailing on customers

4. To evaluate and suggest the required changes in E-Retailing Business for its

better outreach
RESEARCH HYPOTHESES

H1 = There is No significant relationship between the Education Qualification and the

use of Internet

H2 = There is No significant relationship between the Occupation and the use of

Internet H3 = There is No significant relationship between the Occupation and the

use of Internet

H4 = There is No significant relationship between the Annual Income Level and the

products purchased through online

H5 = There is No significant difference between Annual income and amount spending

on the online shopping

H6 = There is no significant difference between the Education Qualification and use of

Internet

H7 = Customers are not showing interest for purchase of products through online in
future

RESEARCH METHODOLOGY

The present study on “Analysis of Consumers Percept ion towards E-Retailing –

A Study in Chandigarh, Mohali is an Empirical one an d undertaken the research work

with the following research methods

Geographical Area Covered

The present study is based on Consumers perceptions, so the study conducted

through collecting the feedback about the E-Retailing from the E-Consumers at

Chandigarh and Mohali.

Data Collection:
Used Primary and Secondary data for drafting the report on present research

work. Primary data collected through questionnaire prepared and collected feedback

from the respondents, the questionnaire is on likert’s scale format asking questions on

the basic information of the customers and the perception towards the online shopping.

Secondary data collected from the sources of books journals and internet sources.

Sampling Design

For the present study researcher selected 100 samples using Simple Random

sampling technique. The samples for the study are students, lecturers / Employees, and

others has been selected with random choice.

Data Analysis, Tools and Techniques used:

Data collected through questionnaire analyzed and interpreted by tabular and

graphical representation and used statistical tools like symmetric measures, and t test to

find the significance between the variables.

CHAPTER SCHEME:
Chapter I: this chapter deals with the Introduction on the E-Commerce, and the

Scenario of E-Retailing in India. This chapter also presents the Statement of the

problem, Literature Review, Research Gap, Need for the study, Objectives of the study

Research Hypotheses and Research Methodology.

Chapter II: this chapter deals with the Data analysis and interpretation of Primary data

collected through questionnaire and the tested hypothesis using Symmetric Measures

and T-test
Chapter III: Findings, Suggestions, Conclusion and Bibliography presented in this

chapter Annexure I Questionnaire

 CHAPTER II

DATA ANALYSIS AND INTERPRETATION

In the data analysis and interpretation chapter researcher analysed the data

collected through questionnaire and interpreted and results shown using the symmetric

measures, t – test and with percentage of frequencies, the questionnaire was based on

getting the information of basic socio-economic status of the respondents, use of

internet and perception towards the use of E-retailing services. The data collected and

analysed as follows

Table No. 01, Socio Economic Status of the Respondents

Particulars Frequency Percentage Particulars Frequency Percentage

GENDER EDUCATION QUALIFICATION
Male 72 72.0 Below SSLC 1 1.0
Female 28 28.0 PUC 1 1.0
Total 100 100.0 Degree 67 67.0
AGE Master Degree 31 31.0
18 to 25 years 76 76.0 Total 100 100.0
ANNUAL
25 to 35 years 20 20.0 INCOME
35 to 45 years 2 2.0 below 50000 53 53.0
45 and above 2 2.0 50001 to 200000 26 26.0
Total 100 100.0 200001 to 500000 11 11.0
OCCUPATION 500001 to above 3 3.0
Student 70 70.0 Total 93 93.0
Lecturer/ Employee 24 24.0 Not Answered 7 7.0
Entrepreneur 2 2.0 Total 100 100.0
Research Scholars 4 4.0
Total 100 100.0

The above table (No. 1) describes that most of the E-Customers in Chandigarh and

Mohali were the students Aged between 18 to 25 and pursuing or completed their

masters degree with the annual income of below Rs. 50000/- go for the online shopping,

that means the younger generation were more attracted even in rural places in

Chandigarh and Mohali,

Table No.02 Details of Usage of Internet Facilities by the
Respondents

Particulars Frequency Percent

Everyday 61 61.0

Weekly 29 29.0

fortnightly 5 5.0

Monthly 5 5.0

Total 100 100.0

Figure No. 01 Details of Usage of Internet Facilities by the

Respondents
The above table (No.01) and figure (No.01) defines that the how often a person use the

internet facilities, 61% of respondents use Internet for regular and some weekly once

and few of the respondents use Internet at fortnight and monthly, average respondents

use internet either for E-Shopping or access for official purpose as well access of social

medias
Table No. 03 Details of Internet Access Point

Particulars Frequency Percent

Home 66 66.0

College 14 14.0

Internet café 11 11.0

other place 9 9.0

Total 100 100.0

Figure No.02 Details of Internet Access Point

The above table (No. 03) depicts about the where the Internet users access the web at

most. 66% of respondents say that they use internet at home than usage of it in college

or internet cafe or other places, as there are lot opportunities for use of Internet may the

respondents access Internet through Mobile everywhere but customers take their buying

decision in cool point and most may prefer home for the access internet and places the

orders for products in online.

Table No. 04, The Respondents Influenced from the following for E Retailing

Particulars Frequency Percent

Advertisement 15 15.0

Friends and colleagues 44 44.0

Family and Relatives 11 11.0

Other reason 30 30.0

Total 100 100.0

Figure No. 03, Respondents Influenced for Using the Internet Facilities

The above table (No. 04) describes about the factors influenced for the E-Customers for

their online shopping. Most of the respondents influenced by their friends and

colleagues for the online shopping and its followed by the other reason like the self

interest or for curiosity they influence on the E-shopping activities, the Advertisement

also influences on the customers to go for online shopping which is followed by the

influence of family and relatives in moderate

Table No.05 Response towards benefits from usage of Internet Facilities

Particulars Frequency Percent

strongly agree 32 32.0

Agree 56 56.0

Moderate 10 10.0

Disagree 2 2.0

Total 100 100.0

Figure No. 04 Response towards benefits from usage of Internet Facilities

The table (No. 05) states that the satisfaction level of respondents in getting the benefits

of Internet use. 32% of respondents strongly agreed the benefits are there from internet

use and 56% of respondents agreed that there is benefit of net use and 10% respondents

say there are benefits also with the demerits, and only 2% say that internet usage is not

a useful. And they say it’s better to depend on traditional market method than these

risky modern methods.

Table No. 06 Details on the pre ference on Purchase of Products through
onlline

Particula rs Frequency Percent

Books 38 38.0

Cloths 7 7.0

Furniture 12 12.0

Cosmetics 7 7.0

Electronic Goods 33 33.0

Groceries 1 1.0

Cinema Tickets/ Trav el Tickets 1 1.0

Other Products 1 1.0

Total 100 100.0

Figure No. 05 Details on the preference on Purchase of Products through

on line

Products Purchased by the Respondents

 Products Purchased

sRespodnet

.
The above table describes about the preference of the respondents in purchasin g the
products

through online, most preference were for purchase of Books and Electronics goods
were be

given by respondents than for Gr oceries Travel Tickets and other products.
Table No. 07, The Amount spent on online shopping by the
Respondents

Particulars Frequency Percent

Less than 1000 11 11.0

1000 to 5000 31 31.0

5000 to 10000 28 28.0

10000 and above 30 30.0

Total 100 100.0

Figure No. 06, The Amount spent on online shopping by the

Respondents

Money spent on Online Shopping

 Less than 1000 1000 to 5000 5000 to 10000 10000 and above
Price for Products

The above table and figure explains about the respondents buying decision on the basis

of amount spending for purchase of products through online, customers purchase

products priced more than Rs. 1,000 and its as the preference if for Books and

electronic goods it costs more than 1000 and as there more discounts compared to

traditional markets for their preferred products they go for online trading.
Table No. 08 Problems Faced by E-Customers in E-Shopping Process

Particulars Frequency Percent

Delay in Delivery 50 50.0

Product Mismatch/Not as Displayed 15 15.0

Not Delivered to convenient

Address 31 31.0

Cheap Quality/Damaged Products 4 4.0

Total 100 100.0

Figure No. 07 Problems Faced by E-Customers in E-Shopping Process

The above table / figure describes about the problems faced by the respondents during

online shopping of the products, these factors may be influenced them for not much

depend on the online shopping, delay in delivery and not delivered to convenient

address, also the sum of customers faced the problem of Products mismatch; they

received products through online shopping but the product was not as its in the website,

also few customers received cheap quality products thought online shopping.
Table no. 09 Response towards the E-ADVERTISMENT of E-retailers

Particulars Frequency Percent

Not good 1 1.0

Moderate 12 12.0

Good 67 67.0

Very good 20 20.0

Total 100 100.0

Figure No. 08, Response towards the E-ADVERTISMENT of E-retailers

The above table and figure states that, the E-Advertisement by E-Retailers were good

and few responded that it’s Very good and Moderate as well. The E-retailers play major

role in attracting the E-customers for that they use good strategies like Discounts,

offers. These may be the reasons for respondent’s positive opinion about E-

Advertisement
Table No. 10 Response towards the E-STRATEGIES of E-retailers

Particulars Frequency Percent

Moderate 6 6.0

good 71 71.0

Very good 20 20.0

None 3 3.0

Total 100 100.0

Figure No. 9 Response towards the E-STRATEGIES of E-retailers

The above table and chart describes about the E-Strategies of the E-Retailers in

Reaching or serving the Customers, more than 70% of respondents said that the e-

strategies are good and it easily reaches the customers in reaching their products and

providing the better services ,

Table No. 11 Responds towards Quality of Products delivered by E-Retailers

Particulars Frequency Percent

Moderate 8 8.0

Satisfied 69 69.0

highly satisfied 23 23.0

Total 100 100.0

Figure No. 10, Responds towards Quality of Products delivered by E-Retailers

The above table and Chart states about the satisfaction level of respondents towards the

products quality supplied by the E-Retailers to the Customers, satisfaction level is more

than 50% i.e., 69% , than the highly satisfaction level of 23% and Moderate level of

satisfaction is 8%. Overall the supply of products through online by the E-retailers is

qualitatively good and made consumer’s satisfaction.

Table No.12 Responds towards timely delivery of Products by E-Retailers

Particulars Frequency Percent

Not satisfied 7 7.0

Moderate 25 25.0

Satisfied 52 52.0

Highly satisfied 16 16.0

Total 100 100.0

Figure No. 11, Responds towards timely delivery of Products by E-Retailers

The table no. 12 and figure No. 11 states about the satisfaction about the products

delivery services based on time factors, 52% of the respondents satisfied with the

products supplied in time and 16% of respondents are highly satisfied with the products

delivered in time 25% of respondents say that they either feel satisfied nor dissatisfied

means they moderate about the satisfaction in the delivery of products in time. And 7%

of respondents were not satisfied with the delivery of products in time they say that the

delivery of products to the convenient address takes more time and sometimes it makes

to go and collect the item from the delivery shops at nearest cities or town.
Table No.13 Responds towards the Warranty/Guarantee of the products supplied
by

the E-Retailers

Particulars Frequency Percent

Not satisfied 3 3.0

Moderate 30 30.0

satisfied 56 56.0

Highly satisfied 8 8.0

None 3 3.0

Total 100 100.0

Figure No. 12, Responds towards the Warranty/Guarantee of the products

supplied by the E-Retailers

the above table (No. 13) and figure (No.12), describes the satisfaction level of the

respondents towards the warranty and guarantee of the products purchased through the

online shopping, 30% moderately satisfied about the warrantee and Guarantee of the

products supplied, 56 satisfied with Guaranty/Warranty, 8% of respondents highly

satisfied and from the sample 3% of respondents are not responded to this questions

may the respondents are least bothered about the warranty guaranty of the products they

buy and not worried of those factors in their buying decisions

Table no. 14 Satisfaction Level of Respondents towards Services of E-Retailers

Particulars Frequency Percent

Not satisfied 4 4.0

Moderate 29 29.0

Satisfied 49 49.0

Highly satisfied 17 17.0

None 1 1.0

Total 100 100.0

Figure No 13, Satisfaction Level of Respondents towards Services of E-Retailers

the above table (No. 14) and Figure (No. 13) states about the satisfaction level of the

respondents towards the overall services of the E-Retailers, 17% of respondents were

highly satisfied, 49% of respondents satisfied, 29% of respondents are moderately

satisfied with the services of E-Retailers and the only 4% of respondents are not

satisfied with the overall services of the E-retailers and one of the respondents not

replied for the questions. It’s concluded that the satisfaction level is more for the

services offered through online.

Table No.15, E-Customers Suggestions for the Additional features in E-Ret ailing

Particulars Frequency Percent

Product Warranty/ Guaranty 34 34.0

Service Ma nagement 17 17.0

Safety 27 27.0

Reliability/ Credibility 5 5.0

Multiple Payment Method 1 1.0

Social Netw ork Integration 16 16.0

Total 100 100.0

Figure No. 14, E-Customers Su ggestions for the Additional features in E-Re
tailing

Suggestions for additional features in E-Retailing

35
30
Respondents 25
20
15
10
5
0

Fr equency
Percent
Factors for inprovement

The above table (No. 15) and Figure (No. 14) defines the suggestions of th e

respondents towards the additional features need to be for the betterment of services
and out reach. 34% of respondents say about the produ ct guarantee and warrantee, 17of

respondents say about the service management, 27% of respondents say about the

safety in delivery and to create awareness about the fraud less services, 5% of

respondents say about the reliability or credibility and 16% of responde nts speak about

the social networking integratio n.

Table No. 16 Response for the continuation as E-Customers

Particulars Frequency Percent

Yes 96 96.0

No 4 4.0

Total 100 100.0

Figure No. 15 Response for the continuation as E-Customers

interest to continue with online shopping

4%

Yes No

96%

The above table (No. 16) figure (No.15) states that 96% of respondents say that they are

ready to continue with the online shopping, as they are comfort with this and they are

satisfied with the services of E-retailers and the most the online marketing save the time

spent on shopping and also there is possibility of getting all kind of products and

services within a span of time with the access of internet through systems and avoid the

time consumption for travel and wandering for products at market places.
 TESTING OF HYPOTHESES

Hypothesis 01

H1 = There is No significant relationship between the Education Qualification and the

use of

Internet

Table No. 17, Difference of Use of Internet and the Education Qualification of the

respondents

USAGE OF
Education INTERNET Total
Qualification Everyday Weekly Fortnightly Monthly
Below SSLC 0 1 0 0 1
PUC 0 1 0 0 1
Degree 35 23 4 5 67
Master Degree 26 4 1 0 31
Total 61 29 5 5 100

Table No. 18, Symmetric measures of Use of Internet and the Education
Qualification of the respondents
Symmetric Measures
Value Approx. Sig.

Nominal by Nominal Contingency

Coefficient .356 .105

No of Valid cases 100

A non significant association identified between the Education qualification and the

usafe of internet, where contingent coefficient value if .356 and was found to be

nonsignificant (p=.105). in other words the usage of Internet was not similar with the

Education qualification of the respondents. As the educated and younger generation

uses the interent more compared to the people who are having the double graduates or

lessor than the degree may influence for the lessor use of the internet for the online

shopping of the products and servicess.

Hypothesis 02

H2 = There is No significant relationship between the Occupation and the use of

Internet

Table No. 19, Difference of Use of Internet and Occupation of the Respondents

USAGE OF INTERNET

Total
OCCUPATION fortnightl
everyday weekly y monthly

Student 38 24 4 4 70

Lecturer/ 19 3 1 1 24
Employee

Entrepreneur 2 0 0 0 2

Research
Scholars 2 2 0 0 4

Total 61 29 5 5 100
Table No. 20, Symmetric measures of Use of Internet and the Occupation of
the
respondents

Symmetric Measures
Value Approx. Sig.

Nominal by Nominal Contingency Coefficient .261 .604

No of Valid cases 100

A non significant association found between the Occupation and the use of internet,

where contingent coefficient value is .261 and was found to be nonsignificant (p=.604).

in other words the usage of Internet was not similar with the Occupation of the

respondents. As the degree studnets are most prefered for the online usage compared to

the other qualified respodnets, and the found difference as the users of interent faiclites

are the students then the employees or entreprenuer and the research scholars.
Hypothesis 03

H3 = There is No significant relationship between the Occupation and the use of

Internet

Table No. 21, Difference of Use of Internet and Annual Income of the respondents

USAGE OF
INTERNET
Total
ANNUAL Everyda
INCOME y Weekly Fortnightly Monthly

below 50000 30 19 1 3 53

50001 to 200000 17 7 1 1 26

200001 to 500000 9 2 0 0 11

500001 to above 2 0 0 1 3

Total 58 28 2 5 93

Table No. 22, Symmetric measures of Use of Internet and the Income of the
respondents

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Contingency

Coefficient .294 .453

No of Valid cases 93

A Non significant association was observed between the use of internet facility and the

Annual Income of the respondents, where the contingent value of .294 was found to be

Non significant (p=.453). In other words the pattern of use of internet not based on the
income level of the respondents as they depend on the family or the public facilities the

use of internet not same with the income level of the respondents.
 Hypothesis 04

H4 = There is No significant relationship between the Annual Income Level and the products

purchased through online

Table no. 23, Difference of annual income of respondents and products purchased

through online

PRODUCTS PURCHASED THROUGH ONLINE

ANNUAL
Cinema
INCOME
Electronic Tickets/ Other Total
Books Cloths Furniture Cosmetics Goods Groceries Travel Tickets Products

below 50000 12 5 10 3 23 0 0 0 53

50001 to 200000 10 2 2 2 7 1 1 1 26

200001 to
500000 9 0 0 0 2 0 0 0 11

500001 to above 3 0 0 0 0 0 0 0 3

Total 34 7 12 5 32 1 1 1 93

Table No. 24, symmetric measures of annual Income and purchasing priority of

products through online

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Contingency Coefficient .492 .098

There is a non significant association observed between the Products purchased and the

Annual Income level of the respondents. Where the contingent coefficient value of .492
was found to be non significant (p=0.98). In other words the purchasing priority is not

same with the Annual Income of the respondents, there changes the buying behaviour

based on the income status of the respondents.

Hypothesis 05

H0 = There is significant difference between Annual income and amount spending on

the

online shopping

Table No.25, Result of paired sample t test between annual income and amount
spent on

online shopping

Paired Samples Test

t df Sig. (2-tailed)

Annual Income - Amount Spent on

Shopping -9.329 92 .000

The paired sample t test reveals that there is significant difference between the

Annual income and amount spending on the online shopping with t value 9.329 and p

value of .000. it means Null hypothesis is accepted and Research Hypothesis is rejected.

Hypothesis 06

H0 = There is significant difference between the Education Qualification and use of

Internet

Table No. 26, Results of Paired sample t test between Education Qualification and
the

Net Usage

Paired Samples Test

Particulars t df Sig. (2-tailed)

Education Qualification - Usage of Internet 15.989 99 .000

The paired sample t test states that there is no significant difference between the

Education qualification and the net used by the respondents with the t values of 15.989
and p value of .000. It means the there is significant relationship between the Education

qualification and use of Internet

Hypothesis 07

H0 = Customers are showing interest for purchase of products through online in future

Table No. 27, Paired Samples t test between the Purchase of products through
online

and the continuation of Internet usage

Paired Samples Test

Particulars t Df Sig. (2-tailed)

Products Purchased Through Online - Interest In

Continuation 10.654 99 .000

The above table shows the significant p value .000 at t value of 10.654, and it says that

there is significant relationship between the Products purchased and internet used by the

respondents, means customers show the interest to continue the online shopping in

future.
 CHAPTER III

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

Following are the findings of the present study the results are presented here based
on the primary data collected and interpreted on Chapter II

1. At the rural place the younger generations, most of the students were depending

upon online shopping

2. It’s the modern era even all will use the internet through the accessing in mobiles

and tabs or other movable electronic gazettes so the use of internet was everyday

and it makes the more attraction towards online shopping

3. Most of the Customers use the Internet for the purpose of online shopping at the

home place rather than visiting for the nearest net zone

4. Friends and Colleagues influence the customers to go for online shopping, even

the advertisements, influence of Family and Relatives and the other reasons like

the self interest make the customer to go for online buying

5. Use of internet facilities will be the advantageous for the users and agree that the

use of internet brings some benefits

6. Most of the customers go for buying of Books and Electronics good like

Mobiles, other accessories

7. The respondents spend more than Rs. 1000 for the shopping at online it shows

that customers fell safe for spend more and more money on online buying of

products and services

8. Problems in E-Retailing are; the Delay in Delivery and not delivery to

convenient address, product mismatch, not delivered as displayed in website

9. The E-Advertisement, E-Strategy of the E-Retailers were good and attractive as

per the response of the customers

10. The quality, warrantee, Guarantee of the products and services delivered by the

E-Retailers were satisfied to the customers and which made the continuation of

online shopping activities

11. Customers say that if the products warranty, safety delivery better services

management improved in their marketing the buying behaviour of the customers

increases

12. There is No significant relationship between the Education Qualification and the

use of Internet

13. There is No significant relationship between the Occupation and the use of
Internet

14. There is No significant relationship between the Occupation and the use of
Internet

15. There is No significant relationship between the Annual Income Level and the

products purchased through online

16. There is significant difference between Annual income and amount spending on
the online shopping

17. There is significant difference between the Education Qualification and use of
Internet

18. Customers are showing interest for purchase of products through online in future
SUGGESTIONS
Following suggestions were drawn after the findings of the present study, the

suggestions includes the some feedback for the Customers and also a review report for

the E - retailers in related to the upgrading their services and make possible of 100%

high satisfaction about their marketing activities

1. E-retailers should focus on the delivery model for the better services and reach

the last consumers at easy and flexible time so that the E-retailing will attract the

more and more customers for their products and services.

2. The customers preference will be the Electronics products and most probably the

Online shopping may extended only with the supply of Electronic goods with

more and more affordable prices, there is need to advertise the domestic products

3. Consumers Should assess the different web portals for the products and for the

better services need to focused on the branded web portals and avoided fake

discounts offered and fraudulent advertisements

4. The access of internet made it avail at remote places of India but still people

have the insecure feel on buying of products through online because of the past

facts of accessing wrong and also the problems with delivery, the retailers need

to come over with the certain problems so that the online shopping makes more

reliable.
CONCLUSION
Term changed as Customers is a king from the Supplier is a ultimate, now a days

every customers having his buying rights and negotiating rights, so the attraction of

customers with the products and services makes huge completion over the suppliers and

each and everyone follow the different delivery models for their products, the booming

channel in this period is attracting the educators is E-Retailing which had its own

impact over the consumers and created more and more customers. The study on the

perception towards the E-retailing in Chandigarh and Mohali given a positive opinion

on this model, the users of internet and users of E-retailer’s services are satisfied with

the services and ready to continue with the same. Finally conclude that the E-Retailing

reached the customers of everywhere in the world even it attracted positively towards

the rural India, now the question for the future study is what will be the impact on

retailers in rural India who is having the petty and small shops depending on few of the

customers in their locality!

BIBLIOGRAPHY
1. S.A. Sherlekar [2010]: Marketing Management, edition- 8th, Himalaya
Publishing House, P.P 1 to 9 and 75 to 80.
2. Pillai R.S.N. & Bagavathi [2012]: Marketing Management, edition- 2nd, S. Chand
& company pvt. ltd., Ramnagar, Newdelhi-110055, P.P- 150 to 155.
3. S.H.H. Kazmi [2007]: Marketing Management, edition 1st, Excel books

Newdelhi-110028, P.P- 159 to 176.

4. S Sumathi & P Saravanavel [2010]: Marketing Research and Consumer

Behaviour, edition- 6th, Vikas publishing house pvt ltd, P.P- 3-16.
5. P. Subba Rao [2010]: Organisational Behaviour, edition- 1 st, Himalaya
Publishing House, P.P- 44 to 66
6. K. Aswathappa [2010]: Organisational Behaviour, edition- 9th, Himalaya
Publishing House, P.P- 157 to 200.
7. [Link]

8. [Link]

9. [Link]

10. [Link]

article/indian-retail-industry-its-growth-challenges-and-

opportunities/indian-retail-industry-its-growth-challenges-and-

[Link]

11. [Link]

[Link]

12. [Link]

13. Facts for You: Fast Moving Consumer Goods: A Bright Future in India, vol. no-
35, issue no. 5, 21st February 2013.
14. Sahani P.B. [2007]: “Consumer Buying Behaviour and Food Retailing”,

Marketing Mastermind, [December], 21-5.

15. Dineshkumar U and P. Vikkraman [2012]: “Customers S atisfaction towards

Organised Retail Outlets in Erode City”, journal of business and management,

vol no. 3, issue no. 4, (sept - Oct 2012), P.P 34-40.

16. SomAdityaJuyal [2013]: “Effect of Demographic Facto rs on Consumer Buying

Behaviour of Durable Goods”, Indian journal of mark eting, December 2013, P.P

24 - 32.

17. AyanChattopadhyay [2013]: “Consumer Shopping Behavi our in the New Era of

Retailing: An Empirical Study on Food and Grocery and Apparel Purchase in

East India”, Indian journal of marketing, December 2013, P.P 47- 57.

18. A. Pughazhendi and Dr. D. SudharaniRavindran [2011]: “A Study on Impulsive

Buying Behaviour and Satisfaction towards Retail Outlets in Big Bazaar

Coimbatore”, International Journal of Research in C ommerce & Management,

vol no. 2, issue no. 10 (October), P.P 51-54.

 Questionnaire

A. Basic
Sl. Information
No.

1. Name

2. Gender Male Female

3. Age 18-25 years 25-35 years 35-45 years 45 and above

4 Education Qualification Below SSLC PUC Degree Master Degree

5 Occupation Student Lecturer or Entrepreneur If other mention

..............................
Employee .

50,001 – 2,0 0,001- 5,00,001 and

6 Annual Income Below 50,000 2,00,000 5,00,000 Above

B. About Internet Facilities

How often you use

7 Internet Everyday Weekly Fortnightly Monthly

Where do you
8 frequently Home College Internet cafe Other place

access Internet?

9 Influence for use of the Advertisement Friends and Family and Other reason
Internet Colleagues Relatives

Internet usage gives a

10 lot of Strongly Agree Agree Moderate Disagree

benefits to personal life

C. Online
Shopping

11 Product/commodity Books Cloths Furniture Cosmetics

usually would you like
 Cinema Tickets
Electronic Goods Groceries / Other Products
to buy through online ..............................
Travel Tickets .

12 Max. Amount spent on Less than 1,000 1,000-5,000 5,000-10,000 Above 10,000

online shopping

Product Not Delivered

13 Problems faced during Delay in Delivery Mismatch to Cheap Quality /
/ not as
online shopping displayed Convenient Damaged Products
( leave blank if not Address
 applicable)

Advertisement on
14 Online Very Good Good Moderate Not Good
Marketing

15 Strategies of Online Very Good Good Moderate Not Good

Marketing

16 Favourite Online site Flipkart Amazon E-bay Snap Deal

Give Rank (1-12)

Jabong Yepme Olx Quicker

Other if any,
IRCTC Homeshop 18 Zoffio mention

D. Perception and feedback on Online shopping

Highly satisfied Satisfied Moderate Not Satisfied

17 Accuracy of Product
Quality

18 Timely Delivery of
Products

About Product
19 warranty/
Guarantee

20 Satisfaction in online
shopping than
Traditional
Marketing

Additional features to
21 be Products Service Safety Reliability/
Warranty/Guaran
expected for the ty Management Credibility
betterment of online
shopping
 Multiple payment Social network Mention if any
Method integration

1) 2)

22 Are you interested to

continue the online Yes No
shopping in future?