BRM PROJECT ON
‘ONLINE BUYING
BEHAVIOUR OF
STUDENTS’
By,
Shruti Mulay
ABSTRACT
With increasing internet literacy, prospect of
online marketing is increasing
Analysis of factors affecting consumer
behavior towards online shopping can help E-
retailers for preparing effective marketing
strategies for potential customers
INTRODUCTION
Ever-increasing use of the internet provides a
developing prospect for E-retailers
Students being techno-savy are key players in online
shopping
Questionnaire method used to find shopping
patterns in students
Awareness about these patterns can further help in
making marketing strategies for potential customers
Results indicate customer orientation to
convenience, price, influenced by consumers’
attitudes towards online shopping
E-retailers should emphasize a more user-friendly
function to provide services efficiently and
effectively
OBJECTIVES
To know the frequency of consumer visiting
the online shopping website
To know the online buying behavior of
consumer.
To understand how consumer rate the
websites on the basis of their satisfaction.
To understand consumers need through their
suggestion.
LITERATURE REVIEW
Use of online shopping
For customers- high level of convenience, broader
range for selection; competitive pricing and
greater access to information.
For organizations- increase in customer value and
the building of sustainable capabilities, next to the
increased profits.
Online stores are available 24 hours a day
Students have Internet access both on phone and at
home.
A visit to a conventional retail store requires travel
and must take place during business hours.
FACTORS AFFECTING ONLINE
SHOPPING
Value of the product,
Shopping experience,
Quality of service offered by the website and
Risk perceptions of Internet retail shopping
INFLUENCING FACTORS
Demographics
(Age, Income, Gender, and Education)
Perceived Risk
The Reputation of Retailers
Consumer Orientations
(Convenience-oriented and Experience-oriented)
Price
Type of Access
RESEARCH DESIGN
Type of research- Descriptive
Population- Students of STES, Vadgaon
campus (online shoppers)
Sample Size- 40
Sampling Method- Random sampling
Sampling Technique- Tabulation,
percentage, average, graphical
Data collection methods-
Primary- Questionnaire
Secondary- Websites, books, journals
LIMITATIONS OF STUDY
People were not ready to fill in the
questionnaire
Many of the surveyed people did not reply all
the questions.
The time period given for study was very
limited.
The sample size was very small which may not
represent the entire population of STES
campus.
INTERPRETATION
FINDINGS
33% people came to know about these sites from
internet
User friendliness of these sites attracted
maximum number of people
Electronics are the most purchased products
online by students
68% people have concerns regarding the quality
of products sold online
Cash on delivery is the most favoured option for
payment of purchased products
Overall students are satisfied with online
shopping services
SUGGESTIONS
To pay for online purchase most of the students
prefer cash on delivery against Debit/Credit cards
showing fear of loss of money in transaction.
E-retailers should take efforts to make money
transactions as smooth as possible.
E-retailers should focus on ensuring the customer
of the product quality to further increase their
sales.
Heavy advertising on social networking sites and
internet grabs maximum student attention to
online shopping websites. Thus, the advertising
efforts can be focused in that area.
Students are biggest potential customers for
electronics, thus advertising focus should be kept
on them for such items.
CONCLUSION
Online buying behavior of students is quite
optimistic for online shopping industry.
Most of the students are satisfied with online
shopping services.
They find these sites quite user-friendly and thus
shopping becomes convenient and easy for them.
Electronic items are the most brought products by
students, online.
