A Dissertation on

“CONSUMER BEHAVIOR TOWARDS ONLINE SHOPPING IN AHMEDABAD

CITY”

Submitted to Karnavati University

In partial fulfillment of the requirements for the award of the

degree of Bachelor of Business Administration (Hons.)
In
Specialization by
Ankur mittal
Under the guidance of
Dr. sunil patel
Designation

UNITEDWORLD SCHOOL OF BUSINESS

KARNAVATI UNIVERSITY GANDHINAGAR,
GUJARAT
Jan - May 2022

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 UNITEDWORLD SCHOOL OF BUSINESS

DECLARATION

I, Ankur mittal , student of BBA (Hons.) hereby declare that the dissertation
titled“CONSUMER BEHAVIOR TOWARDS ONLINE SHOPPING IN
AHMEDABAD CITY” which is submitted by me to Unitedworld School of
Business, Karnavati University Gandhinagar, Gujarat, in partial fulfilment of
requirement for the award of the degree of Bachelor of Business Administration
(Hons.) in semester 6 has not been previously formed the basis for the award of any
degree, diploma or other similar title or recognition.

Gandhinagar (Gujarat)

Date Name and signature

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 UNITEDWORLD SCHOOL OF BUSINESS

CERTIFICATE

It is to certify that the dissertation title “CONSUMER BEHAVIOR TOWARDS

ONLINE SHOPPING IN AHMEDABAD CITY” which is submitted to Unitedworld
School of Business, Karnavati University Gandhinagar, Gujarat in partial fulfilment
of the requirement for the award of the degree of Bachelor of Business
Administration (Hons.). It is an original contribution with existing knowledge and
faithful record of work carried out by him/her under my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any
Degree or Diploma to this University or elsewhere.

Gandhinagar (Gujarat)

Date (Guide)

Unitedworld School of
Business Karnavati
University Gandhinagar,
Gujarat

HOI/HOD

Unitedworld School of
Business Karnavati
University
Gandhinagar, Gujarat

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 Table of Contents
No. Particulars Page No.

1 EXECUTIVE SUMMARY 1

2 INTRODUCTION 2

 INTRODUCTION TO E COMMERCE 3

 INTRODUCTION TO ONLINE SHOPPING 4

 CONSUMER BEHAVIOR TOWARDS ONLINE 9

SHOPPING
3 REVIEW OF LITERATURE 11

4 RESEARCH METHODOLOGY 24

 INTRODUCTION TO RESEARCH 25

 RATIONALE OF STUDY 25

 SIGNIFICANCE OF PROBLEM 26

 STATEMENT OF THE PROBLEM 27

 OBJECTIVES OF RESEARCH 28

 RESEARCH DESIGN 28

 COLLECTION OF DATA 30

 SCOPE OF THE STUDY 31

 LIMITATIONS OF STUDY 31

5 ANALYSIS & INTERPRETATION 32

 ANALYSIS & INTERPRETATION 33

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6 HYPOTHESIS TESTING 83

 11. After receiving the product what do you? 84

 20. How do you make payments mostly when shopping 86

on the Internet?(As per Age)

 20. How do you make payments mostly when shopping 88

on the Internet?(As per Income)

 23. How much amount did you spent on purchased last 90

time?

7 FINDINGS 92

8 SUGGESTIONS 95

9 CONLCLUSION 97

10 BIBLIOGRAPHY 99

11 ANNEXURE 101

 QUESTIONNAIRE 102

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EXECUTIVE SUMMARY

The main aim of research is to find out consumer behavior towards online shopping that
what is buying behavior of people of Ahmedabad city to buy goods online and which
mode of payment is more preferred. The objective of this research is to make
investigation and analysis for consumer behavior towards online shopping in Ahmedabad
city. The purpose of research is to discover answers through the application of scientific
Procedures regarding online shopping and mode of payment.

Here in this research study exploratory research design is selected with convenience
sampling method with 50 sample size. Data is collected through primary data collection
(through questionnaire) and secondary data collection methods (books, journals, old
research reports).

Major findings made from this research study shows that respondents are accessing
online shopping websites through their mobile phone only and respondents prefer
applications of online shopping from their device. Respondents prefer to buy from
Amazon, Makemytrip, Flipkart and Bookmyshow. Nobody prefer to buy from Infibeam
and Craftsvilla.

Limitations of the study are: 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 is may not represent the entire
population of Ahmedabad Region. Area covered for this research is only urban area
where people are using internet frequently. Rural area is not covered.

Conclusions made through this research study are post purchase activity is not dependent
on gender of customers. There is relationship between mode of payment and income of
customers. Mode of payment is not dependent on age of customers. Maximum
respondents from Ahmedabad city prefer to buy from Amazon. Customers expects faster
delivery of goods ordered online. There is no relationship between gender and amount
spent on last purchase.

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 INTRODUCTION
INTRODUCTION TO E COMMERCE
The internet is being developed rapidly since last two decades, and with relevant digital
economy that is driven by information technology also being developed worldwide. After
a long term development of internet, which rapidly increased web users and highly speed
internet connection, and some new technology also have been developed and used for
web developing, those lead to firms can promote and enhance images of product and
services through web site.

The Internet has transformed the way consumers transact for their daily needs - be it
ordering food, booking movie tickets or even booking a cab. Online shopping is one
category which has witnessed unprecedented growth in the last two years. This revolution
is largely led by innovations which in many ways are unique to India as compared to rest
of the world.

Lack of credit card penetration, poor infrastructure, etc. for many years hindered the
growth of this category. Cash on delivery as a concept is unheard of in many markets and
has been a big driver for trial. Also, instead of investing in building in house delivery
team, brands have been working on tie-ups with grocery stores, India post etc. to increase
their delivery reach. There are many more such examples of innovation and customer
centricity which is driving success for online shopping sites and apps in India.

As the recent researches have indicated that, the internet shopping particularly in business
to consumer (B2C) has risen and online shopping become more popular to many people.
For instance, the Dell computer company have reached 18 million dollars sales through
the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion
dollars total sales were achieved through the internet (Moon, 2004). Therefore, to

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understand internet shopping and its impact on consumer behaviour could help
companies making use of it as a form of doing e-business.

INTRODUCTION TO ONLINE SHOPPING

There are many reasons for such a rapid developing of internet shopping, which mainly
due to the benefits that internet provides. First of all, the internet offers different kind of
convenience to consumers. Obviously, consumers do not need go out looking for product
information as the internet can help them to search from online sites, and it also helps
evaluate between each sites to get the cheapest price for purchase. Furthermore, the
internet can enhance consumer use product more efficiently and effectively than other
channels to satisfy their needs. Through the different search engines, consumers save time
to access to the consumption related information, and which information with mixture of
images, sound, and very detailed text description to help consumer learning and choosing
the most suitable product.

However, internet shopping has potential risks for the customers, such as payment safety,
and after service. Due to the internet technology developed, internet payment recently
becomes prevalent way for purchasing goods from the internet. Internet payment increase
consumptive efficiency, at the same time, as its virtual property reduced internet security.
After service is another way to stop customer shopping online. It is not like traditional
retail, customer has risk that some after service should face to face serve, and especially
in some complicated goods.

In last two years many e-commerce websites have come up and competing one another
with striking deals like free shipping, coupons, free gifts, easy return policy, and many
others. The latest data reveals that Flipkart, Amazon, Snapdeal, Paytm, Myntra, eBay,
Jabong, Shopclues, Homeshop 18, and Infibeam are the top ten e-commerce websites in
India. Flipkart is one of the biggest Ecommerce giant that arrived as the top among
ecommerce websites in India.

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Advantages of Online Shopping

Online shopping is a form of electronic commerce whereby consumers directly buy goods
or services from a seller over the Internet without an intermediary service.

1. Easy to find:

Finding a product online is much easier than looking for it in the local store. You can
search any product easily by using the search engine feature of an online shopping
website.

2. Products can be cheaper:

Sometime a product can be much cheaper in another country than your country. In this
case it would be wise to shop online to save some money.

3. Save time and energy:

You don't have to waste your time in going to store and standing in front of the crowd.

4. Freedom of choice:

Freedom of choice is very high in online than shopping from a nearby store. In online you
can choose the product you are looking, from a vast range of products.

5. Freedom of price flexibility:

You will enjoy the freedom of price flexibility. If you don't like the price of a product
from an online shop, you can switch to other online store to look for cheaper price.

6. High satisfaction percentage:

Now a days shopping online is very reliable. The percentage of satisfaction is very high.

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7. Buyer protection:

Dependable websites like Ebay provides buyer protection to motivate people to buy from
their site. This highly trusted websites will give your money back if any seller do not
deliver the item or deliver an item which does not match with the description.

8. Rare product:

Shopping online is very useful in buying rare products.

9. Privacy:

There are some products which you don't want to buy publicly. You can buy any kind of
product from online web store anonymously to maintain your desired privacy

10. E-business:

The progress of online business is actually helping millions of people. Now people can
buy and sell from their home. People who cannot afford to buy or rent a shop, can easily
open an online store and sell items from their home. [8]

Limitations of online shopping:

1. Delay:

The main disadvantage of online shopping is, you cannot receive the product
immediately.
Sometime it would be preferable to buy an item instantly if the delivery time is too long.

2. Inferior product:

You don't know about the actual quality of the product. As a result you might end up with
inferior quality product.

3. Delivery Problem:

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Delivery risk occurs when the seller fails to deliver the original product or delivers a
damaged (inferior/duplicate) product due to shipping problems.

4. Scam:

This is why a buyer should always buy from trusted websites only because trusted
websites would take care of any fraud to maintain their reputation.

The largest of these online retailing corporations are Flipkart, Snap deal, Amazon.com,
and eBay. Retail success is no longer all about physical stores. This is evident because of
the increase in retailers now offering online store interfaces for consumers. With the
growth of online shopping, comes, the concepts of satisfaction and loyalty for website
which involved in providing services on the website and transacting online. Companies
before using effective marketing strategies analyze various factors to convert potential
customers into active ones. The five dominant factors which influence consumer
perceptions of online shopping are Information, Ease of use, Satisfaction,
Security/Privacy, Proper
Utilization.

Glimpse of the top 9 leading online shopping sites of 2015 based on traffic:
Ranking Founded Website Services offered

1 2002 www.irctc.co.in Online railway tickets , hotel booking

flights booking , holiday booking etc.

2 2007 www.flipkart.com It is the biggest online megastore in India

which offers wide range of products like
electronics, mobiles, books, clothing,
kitchenware and more.

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 3 2010 www.snapdeal.com It is an online marketing and shopping
company which is one of the cheapest
online Mobile store.

4 2012 www.jobong.com It has been a front runner among online

shopping websites in India.

5 1995 www.ebay.in It hosts a wide range of products

like electronics, mobiles,

apparels, collectibles, sports
equipments etc.
6 1994 www.amazon .in The store hosts wide range of products like
electronics, mobiles, laptops, books,
fashion jewelry, kitchenware and more.

7 2007 www.myntra.com It sells fashion and lifestyle products like

clothing, footwear, bags and more.

8 2011 www.shopclues.com It offers products like mobile phones,

laptops, tablets, electronics, homdecor,
footwear, apparel, fashion accessories,
books & music etc

9 1997 www.tradus.com Tradus offers products like mobiles,

consumer electronics, appliances, bags,
footwear, Home décor and more

Table 1 Glimps of top 9 leading online shoppingsites 2015 based on traffic

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 CONSUMER BEHAVIOR TOWARDS ONLINE SHOPPING

Online consumers are always seeking new products, new attractiveness and the most
important thing being price compatibility with their budget. The internet is the best way
to save time and money through purchasing online within their range of budget at home
or in anywhere. Online consumers don’t have limits to online shopping. They also use
internet for comparison of prices of goods and services, news, visit social networks and
search information and so on.

Analyzing consumer behaviour is not a new phenomenon for scholars. Philip Cotler,
marketing expert, have studied on this topic. Theories about consumer behaviour have
been used to develop an effective marketing strategy. Moreover, it is impossible to think
marketing without the Internet in today's world. Online marketing is the topic that have
been researched and made applications many times by researcher from past to nowadays.
Studies on online shopping investigated the factors that influence online shopping as well
as motives for, value of and antecedents of online buying behaviour. As a result, the
academic researchers and the business world started to focus on the consumer side of the
online purchasing behaviour and a lot of researches and articles were prepared to make
guidance for the development of online shopping.

PAYMENT

New payment methods have developed and traditional payment channels have adapted to
online shopping. Payment by credit card continues to predominate worldwide, however
alternative payment methods such as E-Wallets are on the rise, by far outpacing the
growth of credit card use. Mobile payments are also growing rapidly.

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 An analysis of real time metered smartphone usage data with Nielsen Informate Mobile
Insights reveals how Indian consumers are using mobile payment apps. Overall time
spent on mobile payment apps has increased by nearly 1.5x, with users spending an hour
and a half on mobile payment apps every month.

Findings indicate that even though the penetration of mobile payment apps among users
is similar across towns of all sizes (60% of those in large towns and 58% of small town
use them), usage is higher among small town users, with these consumers spending 109
minutes a month on these apps. But such limitations aside, the ease of use coupled with
the evolution of smartphone users have led to massive growth in popularity of these apps
over a short span of time with users spending as high as one hour per month on them.[14]

Online shoppers generally 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:

• Cash on delivery (C.O.D.)

• Debit card / Credit card
• E-wallet

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 fulfillment process.

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 REVIEW
OF
LITERATURE

REVIEW OF LITERATURE

Dr. Seema Agarwal, “A STUDY OF FACTORS AFFECTING ONLINE SHOPPING

BEHAVIOUR OF CONSUMERS IN MUMBAI REGION”; Tactful Management
Research Journal, (ISSN: 2319-7943)

The increasing use of internet by the younger generation in India, provides an emerging
prospect for online retailers. If online retailers know the factors affecting Indian
consumer's buying behaviour, the association between these factors and type of online
buyers, then they can further develop their marketing strategies to convert potential

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customers into active ones. This study attempts to analyze the features related to the
shopping behaviour of online shoppers. Consumer's shopping behaviour in respect of
online shopping was studied using different socio-economic variables. The data was
collected through questionnaire.

The results of study revealed that online shopping in India is significantly affected by
various demographic factors like age, gender, education and income. Further it also helps
retailers to understand the drivers of consumer's attitude and goal to shop on the internet
and consumer's perceptions regarding ease of use and usefulness. Conclusions derived
from the analysis can be used as useful guide for market orientation. The outcomes of the
study suggest that assessment of consumer's shopping behaviour can contribute to a better
understanding of consumer shopping behaviour in respect of online shopping.

Prof. Sanjeev Kumar & Savita Maan, December 2014, “STATUS AND SCOPE OF
ONLINE SHOPPING: AN INTERACTIVE ANALYSIS THROUGH LITERATURE
REVIEW”; International Journal of Advance Research in Computer Science and
Management Studies (Volume 2, Issue 12, ISSN: 232 7782)

Online Shopping is a current phenomenon which has developed a great importance in the
modern business environment. The evolution of online shopping has opened the door of
opportunity to exploit and provide a competitive advantage over firms. This paper
analyzed the different issue of online shopping. The research aims to provide theoretical
contribution in understanding the present status of online shopping and explores the
factors that affecting the online shopping. The Study provides insights into consumers’
online shopping behaviors and preferences. Moreover, paper also identify the hurdles that
customers’ face when they want to adopt internet shopping as their main shopping
medium. Present study is a descriptive study based on the detailed review of earlier
relevant studies related to the various concepts of online shopping to explore the concept
of online shopping.

Findings reveled that online shopping brings optimum convenience to the consumers.
Privacy and security risk emerges frequently as a reason for being wary about internet
shopping. Shopping convenience, immediate possession, information seeking, social

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interaction, and variety affects the consumer attitude towards online shopping. The
impossibility of product testing, problems with complaints, product return and misuse of
personal data are the main uncertainties regarding on-line shopping.

Zia Ul Haq, “PERCEPTION TOWARDS ONLINE SHOPPING: AN EMPIRICAL

STUDY OF INDIAN CONSUMERS”; National Monthly Refereed Journal Of
Research In Commerce & Management (Volume No.1, Issue No.8, ISSN 2277-1166)

In this study four key dimensions of online shopping as perceived by consumers in India
are identified and the different demographic factors are also studied which are the
primary basis of market segmentation for retailers. It was discovered that overall website
quality, commitment factor, customer service and security are the four key factors which
influence consumers’ perceptions of online shopping. the study revealed that the
perception of online shoppers is independent of their age and gender but not independent
of their education & gender and income & gender Finally, the recommendations
presented in this research may help foster growth of Indian online retailing in future.

The result of our study showed that the perception of online shoppers is independent of
their age and gender but not independent of their qualification & gender and and income
& gender The analytical results of our study further indicate relationships between
consumers’ perceptions of the factors that influence their intention to buy through online.
More specifically, consumers’ perceptions of the customer service, commitment and web
security of online purchasing exhibit significant relationships with their online buying
intention.

Prof. Ashish Bhatt, June 2014, “CONSUMER ATTITUDE TOWARDS ONLINE

SHOPPING IN SELECTED REGIONS OF GUJARAT”; Journal of Marketing
Management, (Volume 2, No. 2, pp. 29-56, ISSN: 2333-6099)

The growing use of Internet in India provides a developing prospect for online shopping.
If E-marketers know the factors affecting online Indian behavior, and the relationships
between these factors and the type of online buyers, then they can further develop their
marketing strategies to convert potential customers into active ones, while retaining
existing online customers. Companies also use the Internet to convey, communicate and

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disseminate information, to sell the product, to take feedback and also to conduct
satisfaction surveys with customers. Customers use the Internet not only to buy the
product online, but also to compare prices, product features and after sale service
facilities they will receive if they purchased the product from particular website. This
paper focuses on factors which online Indian buyers keep in mind while shopping online.

Findings states that information; perceived usefulness, perceived enjoyment and

security/privacy are the five dominant factors which influence consumer perceptions on
online purchasing.

Ms. Dipti Jain, Ms. Sonia Goswami, Ms. Shipra Bhutani, Sepember 2014,
“CONSUMER BEHAVIOR TOWARDS ONLINE SHOPPING: AN EMPIRICAL
STUDY FROM DELHI”; IOSR Journal of Business and Management (IOSR-JBM)
(Volume 16, Issue 9.Version IV, ISSN: 2278-487X)

In this study four dimensions of online shopping as perceived by consumers in India are
identified and the different demographic factors are also studied which are the primary
basis of market segmentation for retailers. The main objective of this research is to study
the impact of Perceived Risk, Perceived enjoyment, Perceived usefulness and Perceived
ease of use factors on online shopping behavior of consumers in Delhi. The population of
this research consisted of online shoppers from Delhi.

The empirical results revealed that only one factor, namely Perceived Risk significantly
affected online shopping behavior of consumers in Delhi while Perceived enjoyment,
Perceived ease of use and Perceived enjoyment hinders the consumers to shop online so
the researchers suggests that the companies must focus on Perceived risks to develop
consumers trust towards online shopping. The recommendations presented in this
research may help foster growth of Indian online retailing in future. The research findings
revealed that perceived risk negatively impact consumers attitude towards online
shopping while perceived usefulness, perceived ease of use and perceived enjoyment has
no impact on consumers’ attitude towards online shopping.

Dr. M. Rajesh & G. Purushothaman, DECEMBER 2013 “CONSUMER

PERCEPTION TOWARDS ONLINE SHOPPING IN KANCHIPURAM”; GALAXY

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International Interdisciplinary Research Journal (Volume 1 (2), ISSN 2347-6915)

This research revealed that consumer buys goods from the online shopping website on the
basis of factors like offers and discounts, variety of product available, free home delivery,
website user friendliness. Analysis showed that most of the respondent would agree to
buy durable goods online rather than shopping of durable goods with the traditional
method. Out of the agreed respondent to buy online durable goods, most of the
respondent would think that it would be beneficial to shop durable goods online on the
basis of factors like easy to order, variety, discounts/ offers, saves time and avoid long
queues. With above analysis we can thus prove the hypothesis to be positive.

Radhe Jha, “CONSUMER’S PERCEPTION ON ONLINE SHOPPING”; A

DISSERTATION REPORT

The growing use of Internet in India provides a developing prospect for online shopping.
If E-marketers know the factors affecting online Indian behavior, and the relationships
between these factors and the type of online buyers, and then they can further develop
their marketing strategies to convert potential customers into active ones, while retaining
existent online customers. This project is a part of study, and focuses on factors which
online Indian buyers keep in mind while shopping online.

This research found that information, perceived usefulness; ease of use; perceived
enjoyment and security/privacy are the five dominant factors, which influence consumer
perceptions of online purchasing. Increased Internet penetration, a hassle free shopping
environment and high levels of Net savviness see more and more Indians shopping online.

Dr. Payal Upadhyay & Jasvinder Kaur, “ANALYSIS OF ONLINE SHOPPING

BEHAVIOR OF CUSTOMER IN KOTA CITY”, International Journal in
Multidisciplinary and Academic Research, (Vol. 2, No. 1, ISSN 2278 – 5973)

If companies analyses the factors affecting consumer behavior towards online shopping
and the relationships between these factors and the type of online buyers, then they can
devise effective marketing strategies to convert potential customers into active ones,

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while retaining existing online customers. This project is a part of study, and focuses on
factors which online Indian buyers keep in mind while shopping online.

This research found that information, perceived usefulness, ease of use; perceived
enjoyment and security/privacy are the five dominant factors which influence consumer
perceptions of online purchasing. The most preferred product of online buying is
travelling tickets and clothing remains the least preferred choice of online shoppers.
Among the payment options, Payment on delivery through cash in the safest choice of
payment, while credit card are next preferred choice, online bank transfer is least
preference choice. Online shoppers seek for clear information about product and service,
time saving, convenience, security and delivery on time are all important factor for online
shopping. The offers with punch lines “Attractive offers” do not attract online shoppers.
Most of the consumers who have experienced online shopping are very satisfied.

Dr. Renuka Sharma, Dr. Kiran Mehta, Shashank Sharma , July - Sept 2014
“UNDERSTANDING ONLINE SHOPPING BEHAVIOUR OF INDIAN
SHOPPERS”; INTERNATIONAL JOURNAL OF MANAGEMENT AND
BUSINESS STUDIES(IJMBS), (Vol. 4, Issue 3, ISSN : 2230-9519)

The growth rate of India’s e-commerce industry is fascinating. It was reported as 88% in
2013 which is a clear contrast picture of the slower economic growth of India. The rising
inflation rate in recent years has not slipped away the performance of online shopping
industry in India. Companies are using the internet to put across and commune the
information. Simultaneously it helps the companies to give an idea about their products
and instantly getting the feedback of customer’s fulfillment to get stimulated turnover for
future. The primary objective of the current study is to understand the online buying
behaviour of consumers in India. It has also made an attempt to get information about the
scope of improvement in online shopping website.

Results revealed that there is clear indication of increasing significance of online stores in
the life of Indian people. The e-stores are frequently visited by the shoppers. The ease and
convenience provided by these stores for 24x7 has made very easy shopping for
consumers worldwide. The analysis discussed in the above section has documented that

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the Indian customers are also getting addicted to the online shopping and they do like
various features of online shopping as by rest of the world. But the statistics available has
shown that Indian market is still not a fully developed market for e-tail stores. There is
huge scope of webstores in various areas and in almost all the segments. The young
population is the biggest attraction of this industry and they may contribute substantially
to the growth of online shopping in India. The majority of internet users are youngsters,
the majority of goods and services demanded are related to only this segment.

Md. Mahbubur Rahaman, 2014, “ON-LINE SHOPPING TRENDS, PATTERNS

AND PREFERENCES OF UNIVERSITY UNDERGRADUATE STUDENTS: A
SURVEY
STUDY ON SYLHET REGION”; Global Disclosure of Economics and Business,
(Volume 3, No 2, ISSN 2305-9168)

This paper consists of the groundwork with a brief introduction of recent trends in
ecommerce on people of Bangladesh; particularly its impact on university undergraduate
students in Sylhet region. This has been followed by their general perceptions and
preferences of the online shopping including products and website selection. Each of
these e-commerce “characteristic” is compared to information combined from survey
questions and open-ended discussions with a small sample group of university students at
undergraduate level in Sylhet region. It also investigates into positive as well as negative
website characteristics and sum up the favorable elements into a description of an
ecommerce website that would suitable to the group being studied.

Research revealed that people are trying to familiar and habituated with online shopping.
But the internet infrastructure and socio-economic condition of Bangladesh does not
allow the e-tailers as well as the actual and potential customers to remain and become
optimistic about the new business concept of e-commerce. Also, the dependency of
students is another constrain. By looking at what students want and their satisfaction
levels some established e-tailers such as Cell Bazaar and Bikroy.com have been invested
significant resources in this sector. Perhaps it would be useful for Cell Bazaar and
Bikroy.com in Bangladeshi perspective to imitate some of the world‘s established e-

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tailers such as Amazon, eBay and others to maintain large numbers of students as their
customer.

Ms. Asmatara Khan, March, 2015, “FACTORS AFFECTING ON-LINE

SHOPPERS
BEHAVIOR FOR ELECTRONIC GOODS PURCHASING IN MUMBAI: AN
EMPIRICAL STUDY”; International Journal in Management and Social Science,
(Vol.03 Issue-03, ISSN: 2321-1784)

This paper had analyzed factors affecting on online shopping behavior of consumers that
might be one of the most important issues of e-commerce and marketing field. However,
there is very limited knowledge about online consumer behavior because it is a
complicated sociotechnical phenomenon and involves too many factors. This goal has
been followed by using a model examining the impact of perceived risks, motivational
factors and return policy on attitude toward online shopping behavior and subjective
norms, perceived behavioral control, domain specific innovativeness and attitude on
online shopping behavior as the hypotheses of study. This study identifies the following
implications.

The results and findings of this study revealed retail companies should start taking
measures to eliminate risk factor and build trust in this form of retail. The retail managers
should sway consumers through different platforms like social networking sites, ads,
promotions, online only discounts etc. to let people cross the threshold and start buying
because Indian consumers are still comfortable with brick and mortar format as they
appreciate friendly approach of salesman and social element of shopping, which has been
found as important element in shopping .

Ojaswita Shrivastava, 2014, “TO STUDY THE REASONS FOR CUSTOMER

ABANDONING THEIR ON-LINE SHOPPING CART BEFORE PURCHASE
COMPLETION STAGE”; The International Journal Of Engineering And Science,
(Volume 3 Issue 2, ISSN (e): 2319 – 1813 ISSN)

E-tailers spend enormous amount of time, effort and energy and resources to market and
sell their products and services to their consumers. They engage in activities such as

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segmentation, targeting, positioning and use the four Ps to ensure that the consumers
select their products and services from a shelf full of competing products. The perceived
transaction inconvenience is the major predictor of shopping cart abandonment. The other
predictors are perceived risks and perceived waiting time. While marketing literature is
replete with investigations focusing on virtually every aspect of consumer and shopping
behavior, little academic research focus has been directed towards understanding why
consumer abandon a shopping cart towards the end, after they have selected the product.

The study examines the unexplored area of consumer behavior at the final stages of
transaction culmination and hence is an initial step towards filling that gap.

Ajeet Singh Karan Singh Shahazad M.H Khan, Manik Chandra, March 2012, “A
REVIEW: SECURE PAYMENT SYSTEM FOR ELECTRONIC TRANSACTION”;
International Journal of Advanced Research in Computer Science and Software
Engineering, (Volume 2, Issue 3, ISSN: 2277 128X)

Electronic commerce involves the exchange of some form of money for goods and
services over the Internet but today, Internet is an insecure and unreliable media. The
asymmetric key cryptosystem Methodology with help of Security Protocol, secure
communication tunnel techniques can protect conventional transaction data such as
account numbers, amount and other information.

The results of this paper showed that a secure electronic payment system for Internet
transaction. The electronic payment system is to be secure for Internet transaction
participants such as Payment gateway server, Bank sever and Merchant server. The
security architecture of the system is designed by using Many Security Protocols and
techniques, which eliminates the fraud that occurs today with stolen credit card/debit card
payment information and customer information.

Dr. Shuchi Singhal Shashi Shekhawat, April – June’ 2015, “ONLINE AND
OFFLINE
CONSUMER BUYING BEHAVIOUR: A LITERATURE REVIEW”; Pezzottaite

Page | 23
Journals, (Volume 4, Number 2, ISSN (Print):2279-0977)

Consumer buying behaviour is the figure total of a consumer's outlooks, likings, purposes
and decisions at the time of purchasing any product or services. Many researchers have
done various types of studies in online and offline consumer buying behaviour. The
purpose of the paper is to provide a comprehensive review of extensive literature of
previous studies since 1999 till date. The study of various literatures for last fifteen years,
led to the extraction of various factors affecting online purchasing of various products
and services. The most motivating factors have been identified which encourage
consumers to shop online.

The study unveiled the various resisting factors, which act as barrier and divert the
consumers towards traditional buying mechanism. Online shopping involves no travel,
product carrying or restrictions on shopping hours, offering easy accessibility,
convenience and time saving. In contrast, offline shopping permits and allows physical
examination of the products, interpersonal communication but involves high travel and
search costs, and also has restrictions on shopping hours. Consumers may use the two
channels differently resulting the same consumers may exhibit different behaviors when
shopping across online and offline channels. Therefore, it is important to understand how
the same consumers behave at the two channels. This study attempts to provide an
exhaustive review of prior theoretical literature of online vs. offline consumer behavior.

Dr. Abdul Baji1 and N. D Chandra Sekhar, October 2013, “CONSUMER

BEHAVIOR TOWARDS BUYING OF ELECTRONIC GOODS”; International
Monthly Refereed Journal of Research In Management & Technology, (Volume 2,
ISSN – 2320-0073)

Despite the basic characteristics of consumers the behavior pattern of consumers are more
or less similar to each other, particularly in the aspects like quality, preference and
decision making. However it is evident that the present approaches to draw the attention
of customers are not adequate.

Results showed that the consumers are particular about the appropriate system of
distribution and hence there is a great need for change in the distribution system. It may

Page | 24
not be always correct to say that consumers behave in the same way as it much depends
on type of products, quality of the products and price of the products. Therefore the
producer must be paid special attention at least with regard to price and distribution
system to cover the large number of customers. This is mainly because of the fact that the
buying capacity of the consumers may not be equal to the buying capacity.

Upasana Kanchan, Naveen Kumar and Abhishek Gupta, August 2015, “A STUDY
OF ONLINE PURCHASE BEHAVIOUR OF CUSTOMERS IN INDIA”; ICTACT
JOURNAL ON MANAGEMENT STUDIES, (Volume: 01, ISSN: 2395-1664)

The purpose of this study is to understand and analyze the factors effecting online
purchase decisions of Indian customer. The questionnaire contained questions about
consumer demographics, security and privacy concerns, technological familiarity, past
online shopping experiences and intentions to buy various types of products through
internet in future. The findings of the study indicate that customer online purchase
intentions are significantly related to their gender, education, age, security concern,
technological familiarity, and past online purchase frequency. The data was collected
through survey of 200 students of graduation and post-graduation courses in Bareilly
region of Uttar Pradesh.

The paper identified that the determinants of online purchase intentions of youths in
Indian context. Based on extensive literature review, factors effecting online purchase
intentions, antecedents of service quality and consumer attitudes were identified and a
structured-nondisguised questionnaire was prepared. Consumer buying behavior is also
affected by product type, purchase frequency and expensiveness. Their purchase
decisions are also found to be related with the online retailer’s services like return, refund
and delivery services.

Page | 25
Monisha Singh, Saurab Dhanothia, Ayush Agarwal, Deepa V. Jose, February 2015
“ONLINE SHOPPING BEHAVIOUR: AN EFFECTIVE APPROACH”;
International Journal of Advanced Research in Computer Science and Software
Engineering, (Volume 5, Issue 2, ISSN: 2277 128X)
The online marketing space is in constant shift as new technologies, services, and
marketing tactics gain popularity. Understanding shifts in consumer behaviour gives
insights into the demands of the market. Knowing these things enables marketers to drop
certain products or make strategic changes in pricing that will result in big gains or, at the
very least, limit damage to profits. This paper focuses on one such strategy which can be
implemented to meet the demands of the dynamic market.

The results of this study showed that there are many different segments available for
online stores, which are effected by constant evolutions. To meet the new challenges and
requirements of the market, the business owners need to think and make better decisions.
Having access to statistical information from all areas of online marketing and sales
activities gives an advantage over competitors that do not have this information. To meet
the requirements of the customers, the business strategy always comes up with a new
idea. This is one such idea through which customers can not only buy a new product
through ecommerce websites, but also go for exchanging old products.

Prashant Singh, February 2014, “CONSUMER’S BUYING BEHAVIOUR

TOWARDS
ONLINE SHOPPING A CASE STUDY OF FLIPKART.COM USER’S IN
LUCKNOW CITY”; National Monthly Refereed Journal of Research In Commerce
& Management, (Volume 3, ISSN – 2277-1166)

The purpose of this study is to examine and analyse the consumer’s buying behavioural
pattern towards online shopping (specially in case of flipkart.com users in Lucknow city).
Also tried to find out various attitudes of flipkart users of Lucknow city towards the
online shopping. For this study survey was conducted during 1 st Sep. to 28th Oct. 2013.
The data will be collected from respondents through a scheduled containing questions.
The study result concluded that future of e-tailers in India specially in cities looking very
bright. Flipkart.com offering best prices, good products and completely hassle-free

Page | 26
shopping experience for our customers. The success of any e-tailer company in India is
depending upon its popularity, its branding image, its unique & fair policies, and its
customer relations etc.

Pradeep Kumar Tiwari, April 2013, “ONLINE SHOPPING BEHAVIOUR”

This research shows that online shopping is having very bright future in India. Perception
towards online shopping is getting better in India. With the use of internet, consumers can
shop anywhere, anything and anytime with easy and safe payment options. Consumers
can do comparison shopping between products, as well as, online stores. This study is
mainly focus on the factors from the Internet and examines those factors that affect the
consumer’s online shopping behaviours. The research focus on the Internet shopping
(include the nature of Internet shopping, E-commerce website, and online security,
privacy, trust and trustworthiness) and online consumer behaviours (include background,
shopping motivation and decision making process). Those factors were looked at, and
examined to reveal the influence at online consumer behaviours. In addition, the previous
researches were used to help researchers understanding more comprehensively.
Moreover, the customer’s purchase decision making process was also examined to
identify the potential factors. The information search is the most important factor that
helps the customers find the suitable products or services for their needs.

Ruchi Nayyar, S. L Gupta, 2011 “Determinants of Internet Buying Behavior in

India”;
Asian Journal of Business Research, (Volume 1 Number 2)

The aim of this research is to provide a view of the various demographic and psychographic
factors influencing consumer’s willingness to purchase online. A new model based on
Technology Acceptance Model (TAM) has been developed for the purpose of this research which
incorporates consumer demographic factors and Perceived risk along with other TAM variables
to explain the consumer acceptance of online shopping.

The findings of this study have revealed a higher number of male internet shoppers than
females. The results are in consistence with the literature review. Men adopt computer
technology much faster than females. In comparison to females, males are more prone to
participate in internet activities predominantly emailing, information search or

Page | 27
downloading and purchasing activities. Females exhibit a higher degree of computer
nervousness and techno stress than males. Age has also been found to have an influence
on internet retailing adoption. Internet usage has not diffused uniformly amongst all age
groups, hence the difference in attitude towards online

RESEARCH
METHODOLOGY
INTRODUCTION TO RESEARCH
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic.
In fact, research is an art of scientific and systematic investigation. The advanced
learner’s dictionary of current English lays down the meaning of research as “A careful
investigation or inquiry especially through search for new facts in any branch of
knowledge”.

Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford woody research comprises defining and redefining problems,

Page | 28
formulating hypothesis or suggested solutions, collecting, organizing and evaluating data,
making deductions and reaching conclusions, and at last carefully testing the conclusions
to determine whether they fit the formulating hypothesis.

Research is the most important process for advancing knowledge for promoting progress
and to enable man to relate more effectively to his environment, to accomplish his
purpose and to resolve his conflicts. Although it is not the only way, it is one of the more
effective ways of solving scientific problems.

Research may be defined as a documented prose work. Documented prose work means
organized analysis of the subject based on borrowed materials with suitable
acknowledgement and consultation in the main body of the paper. Research in common

parlance refers to a search for knowledge.

RATIONALE OF STUDY

Online shopping is the buzz, the sensation in the current scenario. The Internet has made
a new generation of consumers who like to shop online. Getting anything by a click of the
mouse right from fashion accessories to jewelry, apparel, electronic items, crockery,
home appliances, personal care products, and more has led to the popularity of the 'online
shopping mall' phenomenon. It is the easiest and fastest way of shopping.

At an online shopping mall, one can catch a glimpse of new product releases, combo
deals, packages, discount offers, seasonal products, etc. and accordingly grab the best
deal. Time is not the constraint; one can shop anytime - the facility is available round the
clock.

Besides saving our time of visiting an offline store and staying away from the hassles
involved, one can gain an additional advantage, i.e., saving a lot on the money factor. The
literature review has revealed that most of the studies have mainly concentrated on trust
and risk independently. There have been hardly any studies which take into account
perceived risk and trust in Internet shopping.

Moreover, on detailed search the researchers have not found any substantial literature
available in the Indian context delving on risk perceptions in internet shopping. From

Page | 29
above literature study, it can be seen that all these studies have been done in non –Indian
context. Through this research, the researchers expect to find the buying behavior of
internet shoppers, in what categories people intend to spend more, why customers prefer
internet shopping, whether trust matters in internet shopping or not in Indian context.
Moreover customer perception about risks in internet shopping will also be studied and
their reasons for not shopping online.

SIGNIFICANCE OF PROBLEM

Research inculcates scientific and inductive thinking and it promotes the development of
logical habits of thinking and organization. The role of research in several fields of
applied economics, whether related to business or to the economy as a whole, has greatly
increased in modern times. Research has its special significance in solving various
operational and planning problems of business and industry.

In this era of internet, it has become important for any ecommerce company to find that
how a consumer shop through online shopping websites. There are so many online sellers
like Flipkart, Amazon, Infibeam, AskmeBazaar, etc. So how consumer behave towards
online shopping is very much important. Knowing consumers’ preferences makes
company do more better business in future.

Source: Research Methodology: Methods and Techniques by C R Kothari

STATEMENT OF THE PROBLEM

A research problem, in general, refers to some difficulty, which a researcher experiences

in the context of either a theoretical or practical situation and wants to obtain a solution
for the same.

Online shopping websites like Irctc.in and Flipkart have become very popular and
commonly used tool for communication, networking and business. People spends hours
on online shopping websites doing searches of particular products and shopping. Sellers
are now becoming active about online shopping that how many people are now shopping
online and through which websites they are surfing and shopping.

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As of increasing number of online shopping from websites like Irctc and Flipkart, to look
for increasing trend of online shopping in Ahmedabad city, we took this research topic:
“A STUDY ON CONSUMER BEHAVIOR TOWARDS ONLINE SHOPPING IN

AHMEDABAD CITY”

OBJECTIVES OF RESEARCH

With an outlook of the every marketing research, it has been conducted for specific
objective. It must have clear cut problem in based on it: the objectives must also be
clearly defined. Therefore, that research gets clear idea about their task. Research
objective help the researcher to achieve his tasks easily. Also after completion of research
project the whole project can be evaluated based on the research objective. Thus, it is at
most important to define the research objective. The purpose of research is to discover
answers through the application of scientific Procedures.
The main aim of research is:
 To find out consumer behavior towards online shopping.
The Secondary objectives of the research are:
 To identify consumers’ perception towards online purchasing.

 To identify consumers’ online buying behavior.

 To identify consumers’ preference towards different websites.

 To identify consumers’ perception towards mode of payment.

SCOPE OF THE STUDY

The study was carried out to identify opportunities of online shopping in Ahmedabad
city. This research was done to collect the information for goods for online shopping in
Ahmedabad region. The objective of this research is to make investigation analysis for
perception of consumer towards online shopping of goods and mode of payment. This
data is very important for study in Ahmedabad city as we are exploring opportunities to
offer solutions in online shopping of goods as primary target. The findings and
recommendations from the research would be used to define future strategy for research
in respect of market scope, initial target market and pricing strategy

Page | 31
 RESEARCH DESIGN
Research design specifies the methods and procedures for conducting a particular study.
A research design is the arrangement of conditions for collection and analysis of the data
in a manner that aims to combine relevance to the research purpose with economy in
procedure.
Research design is broadly classified into three types as:
• Exploratory Research Design
• Descriptive Research Design
• Causal Research Design
I have chosen the exploratory research design.

EXPLORATORY RESEARCH DESIGN:

Exploratory research study are also termed as formative research studies. The main
purpose of such study is that of formulating a problem for more precise investigation or
of developing a working hypothesis from an operational point of view. The major
emphasis of such studies is of the developing of discovery of idea and insight.

SAMPLE DESIGN:
A Sample Design is a definite plan for obtaining a sample from a given population. It
refers to the technique to the procedure adopted in selecting items for the sampling
designs are as below:

SAMPLE SIZE:
The substantial portions of the target customer that are sampled to achieve reliable result
are 150.

SAMPLING METHOD:
 Non-probability sampling method : convenience Sampling

SAMPLE TECHNIQUE
• Percentage analysis

Page | 32
• Tabulation
• Graphical
COLLECTION OF DATA
DATA COLLECTION
The study was conducted by the means of personal interview with respondents and the
information given by them were directly recorded on questionnaire.

Data Collection

Primary Data Secondary Data

For the purpose of analyzing the data it is necessary to collect the vital information. There
are two types of data, this are-  Primary Data  Secondary data
COLLECTION TECHNIQUE:
Primary Data
 Questionnaire method
Secondary Data
• Books
• Journal
• Website
For Satisfaction
1= Strongly Disagree 2=Disagree 3= Neutral 4=Agree 5=Strongly Agree

RESEARCH HYPOTHESIS
The hypothesis is a tentative solution of a problem. The research activities are planned to
verify the hypothesis. It is very important for the researcher to understand the meaning of
the word hypothesis.

Page | 33
Hypothesis is usually considered as the principal instrument in research. Its main function
is to test the available data. In fact, many experiments are carried out with the deliberate
object of testing. Decision makers often face situations wherein they are interested in
testing hypotheses on the basis of available information and then take decisions on the
basis of such testing.

TYPES OF HYPOTHESIS
Null Hypothesis H0:-

If we have to compare method A with method B about its superiority and if we proceed
on the assumption that both methods are equally good, then this assumption is termed as
the Null Hypothesis.

Alternate Hypothesis H1:-

As against null hypothesis, we may think that the method A is superior or the method B is
inferior, then it is termed as Alternate hypothesis.

CHI-SQUARE TEST
Chi-square is a statistical test commonly used to compare observed data with data we
would expect to obtain according to a specific hypothesis. For example, if, according to
Mendel's laws, you expected 10 of 20 offspring from a cross to be male and the actual
observed number was 8 males, then you might want to know about the "goodness to fit"
between the observed and expected. Were the deviations (differences between observed
and expected) the result of chance, or were they due to other factors. How much deviation
can occur before you, the investigator, must conclude that something other than chance is
at work, causing the observed to differ from the expected. The chi-square test is always
testing what scientists call the null hypothesis, which states that there is no significant
difference between the expected and observed result.
Observed (o)

Expected (e)

Deviation (o - e)

Deviation2 (d2)

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 d2/e

LIMITATIONS OF STUDY
 Limitations of questionnaire method of data collection
 Limitation of survey method
 The time period given for study was limited.
 The sample size was very small which is may not represent the entire population Of
Ahmedabad Region.
 Area covered for this research is only urban area where people are using internet
frequently. Rural area is not covered.

Page | 35
ANALYSIS
&
INTERPRETATION

Page | 36
1. When was the last time you purchased something online?
1. When was the last %
time you purchased
something online?
before last month 42
before 3 months 22
before 6 months 16.7
before 9 months 10
before 1 year 9.3
Table 2 When was the last time you purchased something online?

1. When was the last time you purchased

something online?
45 42
40
35
30
25 22
20 16.7
15
10 9.3
10
5
0
before last month
before 3 monthsbefore 6 monthsbefore 9 months before 1 year

Chart 1 When was the last time you purchased something online?

Interpretation:

42% of the respondents prefer online shopping in the last month and about 9.3% of the
respondents purchased before a year.

Page | 37
2. What did you purchase last time online? (You can select more than 1)
2. What did you %
purchase last time
online?
(You can select
more than 1)
Books 26.7
Kitchen / Home 3.3
Appliances
Clothes 33.3
Music 4
Groceries 4.7
Cosmetics 7.3
Furniture 1.3
Electronic 45.3
gadgets
Electrical 26
products
Toys 0.7
Cinema ticket 19.3
Food 0
Holidays 9.3
Travel tickets 54
Other 1.3
Table 3 What did you purchase last time online?

Page | 38
Interpretation: 54% of the respondents purchased travel tickets online and no respondent
prefer purchasing food online.

3. Which website do you prefer for this product/service? (You can select more than 1)

Which website do %
you prefer for this
product/service?
(You can select
more than 1)
Flipkart 32.7
Amazon 85.3
Myntra 4
Jabong 4
Junlgee 1.3
Shoppers Stop 0.7
Snapdeal 10.7
Irctc 4.7
Zomato 1.3
Bookmyshow 32.7
Infibeam 0
Craftsvilla 0
EBay 5.3
Goibibo 2
Makemytrip 34.7
Other 2.7
Table 4 Which website do you prefer for this product/service?

Chart 3 Which website do you prefer for this product/service?

Interpretation:

85.3% of the respondents Amazon and no respondents prefer Craftsvilla and Infibeam to
shop online.

Page | 39
 4. Main Reason for online Shopping?(You can select more than 1)

4. Main Reason %
for online
Shopping?(You
can select more
than 1)
Price 74.5
Convenience & 71.8
time saving
Fast Shipping 30.2
Brand 18.8
conscious
Friend Referral 5.4
Discount 28.2
Other 0.7

Interpretation:

74% of the respondents are conscious towards price and is the reason they prefer online
shopping and hardly 0.7% of the respondents prefer shopping online for some other
reason.

5 Do you go to a retail store first before making your final purchase online?
Do you go to a %
retail store first
before making
your final
purchase online?
Yes 20.7

Page | 40
No 79.3
Table 6 Do you go to a retail store first before making your final purchase online?

5. Do you go to a retail store first before

making your final purchase online?
100 79.3
20.7
0
Yes No

Chart 5 Do you go to a retail store first before making your final purchase online?

Interpretation:

79.3% respondents don’t go to a retail store first before making your final purchase online
while 20.7 % respondents prefer going to a retail store before making a final purchase.

6. Approximately how many times did you shop over internet during the year?
6. Approximately how many times did you %
shop over internet during the year?
At least once 35.3
1 to 3 times 39.3
More than 3 times 25.3
Table 7 Approximately how many times did you shop over internet during the year?

6. Approximately how many times did you shop

over internet during the year?
60
35.3 39.3
40 25.3
20
0
At least once 1 to 3 times More than 3 times

Chart 6 Approximately how many times did you shop over internet during the year?

Interpretation:

39.3% of the respondents shop over 1 to 3 times during a year and about 25.3 % of the
respondents shop more than 3 times a year.

Page | 41
 7. How did you get the idea of buying specific brand through an online store?(You can
select more than 1)

7. How did you get the idea of buying %

specific brand through an online store?
(You can select more than 1)
Referred by friend/family 67.3
Saw an online advertisement 52
Saw an offline advertisement 30.7
(TV/Newspapers/Magazine/Hoardings)
Other 0.7
Table 8 How did you get the idea of buying specific brand through an online store?
`
7. How did you get the idea of buying specific
brand through an online store?
80 67.3
70
60 52
50
40 30. 7
30
20
10 0.7
0

Chart 7 How did you get the idea of buying specific brand through an online store?

Interpretation:

67.3% of the respondents buy specific products online through referred by family or
friend and about 0.7% of the respondents buy through other means.

8. How do you find the specific to your own needs?(You can select more than 1)
8. How do you find the specific to your %
own needs?(You can select more than 1)
Product Ratings 29.3
Product reviews 32
Advice from offline store 4.7
Referred by colleague / Friend / Family 15.3
member
Compare description and prices 59.3
New technology/ product in market 34
Referred by website by your search history 2.7
Other 0

Page | 42
Interpretation:

59.3% of the respondents compare description and price before making a final purchase.

9. Do you visit different online stores before the actual purchase, how many stores
on average do you visit before purchasing it?
9. Do you visit different online stores %
before the actual purchase, how many
stores on average do you visit before
purchasing it?
One to three online stores 26.7
3 to 5 online stores 9.3
More than 5 stores 1.3
Never 62.7
Table 10 Do you visit different online stores before the actual purchase, how many stores on average do you visit
before purchasing it?

9. Do you visit different online stores before the

actual purchase, how many stores on average do
you visit before purchasing it?
70 62.7
60
50
40
30 26.7
20
9.3
10 1.3
0
One to three3 to 5 online More than 5 never
online stores stores stores

Chart 9 Do you visit different online stores before the actual purchase, how many stores on average do you visit before
purchasing it?

Page | 43
Interpretation: 62.7% of the respondents never visit any offline store before making a
final purchase and about 1.3% of the respondents visit an offline store for more than 5
times before making a final purchase.

10. What are the crucial factors which affect your decision making in the final selection
of the product (Select all which apply)(You can select more than 1)
10. What are the crucial factors which %
affect your decision making in the final
selection of the product (Select all which
apply)(You can select more than 1)
The Best prices(Discount) 82.7
Convenience & Time saving 64.7
Not available in local stores 12.7
Price/Product comparison available 46.7
Product reviews available 6
Value for money 8
Other 0
Table 11 What are the crucial factors which affect your decision making in the final selection of the product?

Chart 10 What are the crucial factors which affect your decision making in the final selection of the product?

Interpretation:

82.7% of the respondents considers the price ( discount) as the major factor before
making a final decision of the product.

Page | 44
11. After receiving the product what do you?

11. After receiving the product what do %

you?

Discuss with Friends / Family about the 87.3

purchased product

Write a review about the product 10

Contact typically the seller for further 1.3

guidance if needed

Other 1.3

Table 12 After receiving the product what do you?

11. After receiving the product what do you?

100 87.3
90
80
70
60
50
40
30
20 10
10 1.3 1.3
0
Discuss with Write a review Contact other
Friends / about the typically the
Family about product seller for
the purchased further
product guidance if
needed

Chart 11 After receiving the product what do you?

Interpretation:

87.3% of the respondents discuss with friends /family about the purchased product and
about 1.3% of the respondents contact typically the seller for further guidance.

Page | 45
12. What are the main barriers which keep you away from shopping online?(You
can select more than 1)
12. What are the main barriers which keep %
you away from shopping online?(You can
select more than 1)

Delivery too slow 65.8

Low trust level of online store 40.3

Security in payment 51

High Shipping Cost 45.6

Privacy Policy 7.4

Claims 5.4

Other 2.7
Table 13 What are the main barriers which keep you away from shopping online?

12. What are the main barriers which keep you away from
shopping online?
70 65.8

60
51
50 45.6
40.3
40

30

20

10 7.4 5.4
2.7
0
Delivery Low trust Security High Privacy Claims Other
too slow level of in Shipping Policy
online payment Cost
store

Chart 12 What are the main barriers which keep you away from shopping online?

Interpretation:

Page | 46
65.8% of the respondents believe that delivery of a good is slow as a major barrier in
online shopping

Page | 47
13. Which medium do you prefer for online Shopping?(You can select more than 1)
13. Which medium do you prefer for %
online Shopping?(You can select more
than 1)

Personal computer 29.3

Tablet 8

Cell Phone 74.7

Other 1.3
Table 14 Which medium do you prefer for online Shopping?

13. Which medium do you prefer for online

Shopping?
80 74.7
70
60
50
40
29.3
30
20
8
10 1.3
0
Personal Tablet Cell Phone Other
computer

Chart 13 Which medium do you prefer for online Shopping?

Interpretation:

74.7% of the respondents prefer online shopping through cell phone.

Page | 48
14. What do you prefer to use when shopping online from your device?(You can
select more than 1)
14. What do you prefer to use when %
shopping online from your device?(You
can select more than 1)

Web browsers 27.3

Applications 68.7

No preference 4
Table 15 What do you prefer to use when shopping online from your device?

14. What do you prefer to use when shopping

online from your device
80
68.7
70
60
50
40
27.3
30
20
10 4
0
Web browsers Applications No preference

Chart 14 What do you prefer to use when shopping online from your device Interpretation:

68.7% of the respondents use application for online shopping and about no preference is
given 4% of the respondents.

15. Why do you use more web browsers or Applications?

15. Why do you use more web browsers or %

Applications?
More used to web browsers (from experience) 24.7
Because the application related to the website 1.3
I want to visit doesn’t exist or I cannot find it
I don’t want to install applications for random 5.3
use
The applications from some websites are not 2.7
functional, don’t work well
Usually I search for a general term, rather 3.3
than needing a specific application.

Page | 49
Applications are better use, tailored to mobile 26
phone
Applications are faster (In terms of opening 28
it)
Applications are easier to find, straight on my 8.7
main screen, application list
Other 0
Table 16 Why do you use more web browsers or Applications?

Chart 15 Why do you use more web browsers or Applications?

Interpretation:

28% of the respondents believe that applications are faster to use.

Page | 50
16. What kind of applications do you use the most?(You can select more than 1)
16. What kind of applications do you use the %
most?(You can select more than 1)
Utilities Apps (e.g. paytm) 27.3
Entertainment Apps (e.g. you tube) 35.3
Productivity Apps (e.g. Time mgt) 6.7
Sports Apps 2.7
Games Apps 7.3
Search Tool Apps(e.g. Google) 76
Travel Apps, maps(GPS) 8.7
News Apps 9.3
Social Networking Apps(Facebook) 80.7
Weather Apps 4
Chat Apps (WhatsApp) 82
Other 1.3

Interpretation:

82% of the respondents Whatsapp application the most and about 1.3% of the
respondents use some other application.

Page | 51
17. Have you faced problems with a mobile app within the last 6 months? If so,
what types? (You can select more than 1)
17. Have you faced problems with a mobile %
app within the last 6 months? If so, what
types? (You can select more than 1)

Crash/freeze/error 47.3

slow launch times 40

App didn’t worked as expected 16

Table 18 Have you faced problems with a mobile app within the last 6 months? If so, what types?

17. Have you faced problems with a mobile app

within the last 6 months? If so, what types?
50 47.3
45
40
40
35
30
25
20 16
15
10
5
0
Crash/freeze/error
slow launch times App didn’t worked as expected

Chart 17 Have you faced problems with a mobile app within the last 6 months? If so, what types?

Interpretation:

47.3% of the respondents believe that application crash/freeze or face error faster and
about 16% of the respondents believe that applications didn’t work as expected.

Page | 52
 18. How quickly should a mobile app %
launch?
Less than 1 second 4
1 second 10.7
2 seconds 13.3
3 seconds 22.7
4 or more seconds 49.3
18. How quickly should a mobile app launch?

Interpretation:

49.3% of the respondents believe that application opens in about 4 or more seconds and
about 4% of the respondents believe that application takes 1 second to open.

19.1 Shopping on internet saves time. %

Strongly disagree 2.7

Disagree 2.7

Neutral 4.7
Table 19 How quickly should a mobile app launch?
Agree 23.3

Strongly 18. How quickly should a mobile

agree app launch?
66.7
60
19. 1.Shopp
49.3
50 ing on
internet
40
saves
30 time.
22.7
20
13.3
10.7
10 4

0
Less 1 second 2 3 4 or
than 1 seconds seconds more
second seconds

Table 20 Shopping on internet saves time.

Chart 18 How quickly should a mobile app launch?

19.1. Shopping on internet saves time.

80
66.7
70
60
Page | 53
50
40
30 23.3
 10 2.7 2.7 4.7
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 19 Shopping on internet saves time.

Interpretation:

66.7% of the respondents believe that internet saves time and about 2.7% of the
respondents strongly disagree that internet saves time.

19.2.It is a great advantage to be able to shop at any time of day

19.2.It is a great advantage to be able to %
shop at any time of day

Strongly disagree 1.3

Disagree 4

Neutral 8

Agree 24

Strongly agree 62.7

Table 21 It is a great advantage to be able to shop at any time of day

19.2. It is a great advantage to be able to shop at

any time of day
70 62.7
60

50

40

30 24
20
8
10 4
1.3
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 20 It is a great advantage to be able to shop at any time of day Interpretation:

62.7% of the respondents strongly agree that is a great advantage to be able to shop at any
time of day and about 1.3% of the respondents strongly disagree with it.

Page | 54
19.3.I prefer traditional/conventional
shopping to online shopping
19.3.I prefer traditional/conventional %
shopping to online shopping

Strongly disagree 5.3

Disagree 10

Neutral 21.3

Agree 25.3

Strongly agree 38
Table 22 I prefer traditional/conventional shopping to online shopping

19.3. I prefer traditional/conventional shopping to

online shopping
40 38

35
30
25.3
25 21.3
20
15
10
10
5.3
5
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 21 I prefer traditional/conventional shopping to online shopping

Interpretation:

38% of the respondents prefer traditional/conventional shopping to online shopping and

about 5.3% of the respondents strongly disagree with the same.

Page | 55
Page | 56
 4.Online shopping is risky

Strongly disagree 12.7

Disagree 28.7

Neutral 24

Agree 20

Strongly agree 14.7

19.4.Online shopping is risky

Interpretation: 28.7% of the respondents strongly disagree with the statement that
online shopping is risky.

19.5. Online shopping will supersede traditional shopping

19.5. Online shopping will supersede %
traditional shopping
Strongly disagree 16.7
Disagree 19.3
Neutral 28.7
Agree
Table 23 Online shopping is risky 20.7
Strongly agree 14.7
Table 24
19.4. Online shopping is risky Online
35 shopping
28.7 will
30
24 supersede
25 traditional
20
20 shopping
14.7
15 12.7
10
5
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 22 Online shopping is risky

19.5. Online shopping will supersede traditional

shopping
40
28.7
30
19.3 20.7
20 16.7 14.7
10
Page | 57
0
Strongly disagree neutral agree Strongly
disagree agree
Chart 23 Online shopping will supersede traditional shopping

Interpretation:

28.7% of the respondents are neutral with the statement that online shopping will
supersede traditional shopping and about 14.7% of the respondents strongly agree
with the given statement.

6.Detailed information available

Strongly disagree 12

Disagree 22

Neutral 17.3

Agree 30.7

Strongly agree 18

19.6. Detailed information available

Interpretation:

30.7% of the respondents strongly agree that detailed information available about the
products whereas 12% of the respondents strongly disagree with this statement.

Table 25 Detailed information available

19.6. Detailed information available

35 30.7
30
25 22
20 17.3 18
15 12
10
5
0
Strongly disagree neutral agree Strongly
disagree agree
Page | 58

Chart 24 Detailed information available

 %

19.7 On time delivery of product

19.7 On time delivery of product

Strongly disagree 9.3

Disagree 15.3

Neutral 20.7

Agree 30

Strongly agree 24.7

Table 26 On time delivery of product

19.7 On time delivery of product

35 30
30
24.7
25 20.7
20 15.3
15
9.3
10
5
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 25 On time delivery of product

Interpretation:

30% of the respondents strongly disagree that they get on time delivery of product and
about 9.3% of the respondents strongly agree with the same statement.

19.8. It makes comparison easy 2

Page | 59
 %

Strongly disagree

Disagree 6

Neutral 17.3

Agree 37.3

Strongly agree 37.3

19.8. It makes comparison easy

Interpretation:

37.3% of the respondents strongly agree that online shopping makes comparison easy
and about 2% of the respondents strongly disagree with this statement.

19.9 Website design makes easy shopping

19.9 Website design makes easy shopping

Strongly disagree 3.3

Disagree
Table 27 It makes comparison easy 6

Neutral 13.3easy
19.8. It makes comparison
40 37.3 37.3
Agree 37.3
30
Strongly
20 agree 17.3 40
10 6
2
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 26 It makes comparison easy

Table 28 Website design makes easyshopping

19.9 Website design makes easy shopping

45 40
40 37.3
35
30
25
20
13.3
15
10 6
3.3
5
0 Page | 60
Strongly disagree neutral agree Strongly
disagree agree
 %

Interpretation:

40% of the respondents strongly agree that website design makes easy shopping and
about 3.3% of the respondents strongly disagree with it.

Page | 61
 19.10.I feel safe and secure while %
shopping online

Strongly disagree 4

Disagree 12.7

Neutral 12.7

Agree 34.7

Strongly agree 36

19.10.I feel safe and secure while shopping online

Interpretation:

36% of the respondents strongly agree that they feel safe and secure while shopping
online and about 4% of the respondents strongly disagree with it.

19.11. Because of cash back policy %

Strongly disagree 1.3

Table 29 I feel safe and secure while shopping online
Disagree 6.7
19.10. I feel safe and secure while shopping
Neutral 14.7
online
Agree
40 35.3
34.7 36
35
30
Strongly agree 42
25
20
15 12.7 12.7
10
4
5
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 28 I feel safe and secure while shopping online

Page | 62
19.11.Because of cash back policy

Interpretation:

42% of the respondents strongly agree that they don’t shop online because of cash back
policy and about 1.3% of the respondents strongly disagree with it.

19.12. While shopping online I hesitate to give credit card number.

19.12. While shopping online I hesitate to %
give credit card number.

Strongly disagree 2.7

Table 30 Because of cash back policy
Disagree 7.3

Neutral 19.11. Because of cash back

11.3policy
50
42
Agree
40 29.335.3
30
Strongly agree 49.3
20 14.7
6.7 Table 31 While
10
1.3 shopping
0 online I
Strongly disagree neutral agree Strongly hesitate to give
disagree agree credit card no.

Chart 29 Because of cash back policy Chart 30 While

shopping
online I hesitate to give credit card no.
19.12. While shopping online I hesitate to give
Interpretation: creditcard no.
60
49.3% 49.3
of the respondents strongly agree that while shopping online they hesitate to give
50
credit
40
card no. and about 2.7% of the respondents strongly disagree with the same.
29.3
30
20
19.13. Relevance of brand identity
11.3 & %
7.3
Company
10 2.7 name
0
Strongly disagree
Strongly disagree neutral 4.7
agree Strongly
disagree agree

Page | 63
 Disagree 4

Neutral 10.7

Agree 32.2

Strongly agree 48.3

19.13. Relevance of brand identity & Company name

Interpretation:

48.3% of the respondents strongly agree that they prefer relevance of brand identity &
company name and about 4% of the respondents strongly disagree with the same.

19.14. Better customer service %

Strongly disagree 1.3

Disagree 5.3

Neutral 11.3
Table 32 Relevance of brand identity & Company name
Agree 30
19.13. Relevance of brand identity & Company
Strongly agree name 52
60 19.14.
48.3
50 Better
40 32.2 customer
30 service
20
10.7
10 4.7 4
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 31 Relevance of brand identity & Company name

Interpretation:

Table 33 Better customer service

19.14. Better customer service

60 52
50
40
30
30
20 11.3 Page | 64
10 5.3
1.3
0
Strongly disagree neutral agree Strongly
Chart 32 Better customer service

52% of the respondents strongly agree that they prefer better customer service and
about 1.3% of the respondents strongly
disagree with it.

Page | 65
19.15.I am happy by shopping online
19.15.I am happy by shopping online %

Strongly disagree 1.3

Disagree 2

Neutral 10.7

Agree 32.7

Strongly agree 53.3

Table 34 I am happy by shopping online

19.15. I am happy by shopping online

60 53.3
50
40 32.7
30
20
10.7
10 2
1.3
0
Strongly disagree neutral agree Strongly
disagree agree

Chart 33 I am happy by shopping online

Interpretation:

53.3% of the respondents are happy by shopping online and about 1.3% of the
respondents strongly disagree with it.

20.How do you make payments mostly when shopping on the Internet?

20.How do you make payments mostly when shopping on the %
Internet?

Credit Card / Debit card 16

Page | 66
 Internet banking 3.3

Cash on delivery 76

E wallet 4.7

Other 0
Table 35 How do you make payments mostly when shopping on the Internet?

20. How do you make payments mostly when

shopping on the Internet?
80 76
70
60
50
40
30
20 16
10 3.3 4.7
0
0
Credit Card Internet Cash on E wallet Other
/ Debit card banking delivery

Chart 34 How do you make payments mostly when shopping on the Internet?

Interpretation: 76% of the respondents prefer cash payment and about 3.3% of the
respondents prefer payment through internet banking.

21. What was the main reason why you started using online payment?(You can
select more than 1)
21. What was the main reason why you started using online payment?(You %
can select more than 1)
I don’t use online payment 74.7
My bank started offering the service 6.7
There is no bank branch or ATM near my home or work 1.3
I became comfortable with the security of mobile banking 11.3
I liked the convenience of mobile banking 10
To receive fraud alerts or check my account for fraudulent transactions 2.7
Other 0.7
Table 36 What was the main reason why you started using online payment?

Page | 67
 21. What was the main reason why you started using online
payment?
80 74.7
70

60

50

40

30

20
11.3 10
10 6.7
1.3 2.7 0.7
0
My bank
I don’t use online started
payment There
offring
is no
the
bank
serviceh
I bran
became
orATM
comfortable
near
I liked
my the
withconvenience
the To
security
receive
of
of mobile
fraudbanking
alerts or check my
Other
account
home or work mobile banking for fraudulent transactions

Chart 35 What was the main reason why you started using online payment?

Interpretation:

74.7% of the respondents say that they don’t make online payment and about 0.3% of the
respondents prefer other ways

Page | 68
22. Security is one of your top concerns with online payments; which one of these
are you most concerned with?(You can select more than 1)
22. Security is one of your top concerns with online payments; which %
one of these are you most concerned with?(You can select more than
1)

My phone getting hacked 63.3

someone intercepting my payment information 17.3

Losing my phone or having my phone stolen 8.7

Malware or viruses being installed on my phone 12

Companies misusing my personal information 14

Other 0
Table 37 Security is one of your top concerns with online payments; which one of these are you most concerned
with?

22. Security is one of your top concerns with online payments;

which one of these are you most concerned with?
70
63.3

60

50

40

30

20 17.3
14
12
8.7
10

0
0
My phonesomeone
getting hacked
intercepting
Losing
my payment
my phoneinformation
Malware
or havingor
myviruses
phoneCompanies
being
stoleninstalled
misusing
on mymy
phone
personal
Other information

Chart 36 Security is one of your top concerns with online payments; which one of these are you most concerned
with?

Page | 69
Interpretation:

63.3% of the respondents complains about phone getting hacked and about 12% of the
respondents have fear of malware and virus being installed in there phone.

Page | 70
23. How much amount did you spent on purchased last time?
23. How much amount did you spent on %
purchased last time?

less than 500 10

500 to 1000 22.7

1000 to 5000 51.3

more than 5000 16

Table 38 How much amount did you spent on purchased last time?

23. How much amount did you spent on

purchased last time?
60
51.3
50

40

30
22.7
20 16
10
10

0
less than 500 500 to 1000 1000 to 5000 more than
5000

Chart 37 How much amount did you spent on purchased last time?

Interpretation:

51.3% of the respondents shop between 1000 to 5000 and about 10% of the respondents
shop less than 500.

Page | 71
24. Do you receive any push message regarding online promotional scheme?
24. Do you receive any push message %
regarding online promotional scheme?

Yes 0

No 100
Table 39 Do you receive any push message regarding online promotional scheme?
24. Do you receive any push message regarding online
promotional scheme?
120 100
100
80
60
40
20
0
Yes No

Chart 38 Do you receive any push message regarding online promotional scheme?

Interpretation:

100% of the respondents receive push message while shopping online.

25. How much effective push message is? %

Least effective 22.7

More effective 8

Troubling 26.7

Not received 42.7

25. How much effective push message is?

Interpretation:

42.7% of the respondents have not received any push message and about 8% of the
respondents find it more effective.

26. Have you received coupon / gifts / discount from online shopping?

Page | 72
Table 40 How much effective push message is?

25. How much effective push message is?

 50
42.7
40

30 26.7
22.7
20
8
10
26. Have you received coupon / gifts / %
discount
0 from online shopping?
Least effective More effective Troubling Not received

Yes39 How much effective push message is?

Chart 0

No 100
Table 41 Have you received coupon / gifts / discount from online shopping?
26. Have you received coupon / gifts / discount from
online shopping?
120
100

100 80
60
40

20
0
Yes No
Chart 40 Have you received coupon / gifts / discount from online shopping?

Interpretation:

100% of the respondents have not received coupon / gifts / discount from online
shopping.

Page | 73
Page | 74
Demographic Details Gender:
Gender %

Female 47

Male 53
Table 42 Gender of respondents
Gender
54
53
53
52
51
50
49
48
47
46
45
47
44

Female
Male

Chart 41 Gender of respondents Interpretation:

53% respondents are male and 47% respondents are female.

Income:
Income %

less than 10000 47

10k - 20k 46

20k - 30k 7

30k - 40k 0

more than 40k 0

Page | 75
Table 43 Income of respondents

Income
50 47 46
45
40
35
30
25
20
15
10 7
5
0 0
0
less than 10000 10k - 20k 20k - 30k 30k - 40k more than 40k

Chart 42 Income of respondents

Interpretation:

47% respondents have less than 10,000 income and 7% respondents have 20,000 to
30,000 income.

Age
Age %

less than 20 0

20 - 30 99

30 - 40 1

more than 40 0
Table 44 Age of respondents

Page | 76
 Age
120

99
100

80

60

40

20
0 1 0
0
less than 20 20 - 30 30 - 40 more than 40

Chart 43 Age of respondents

Interpretation:

99% respondents are of age between 20 – 30 years and 1% respondents are of age
between 30 – 40.

HYPOTHESIS
TESTING
11. After receiving the product what do you?

Page | 77
H0: There is no relationship between gender and post purchase activity.

H1: There is relationship between gender and post purchase activity.

Calculation:
Observed Frequency

Discuss with Write a Contact other Total

Friends / review typically the
Family about about the seller for
the purchased product further
product guidance if
needed

M 67 10 1 1 79

F 64 5 1 1 71

Total 131 15 2 2 150

Expected Frequency

Discuss with Write a Contact Other Total

Friends / review typically the
Family about about the seller for
the purchased product further
product guidance if
needed

M 68.99333 7.9 1.053333 1.053333 79

F 62.00667 7.1 0.946667 0.946667 71

Page | 78
 Total 131 15 2 2 150

Observed Expected (O-E)2 (O-E)2/E

67 69 4 0.057971

64 62 4 0.064516

10 7.9 4.41 0.558228

5 7.1 4.41 0.621127

1 1.05 0.0025 0.002381

1 0.95 0.0025 0.002632

1 1.05 0.0025 0.002381

1 0.95 0.0025 0.002632

1.311867

Calculated Value: 1.311867

Tabulated Value: 7.8147

Here, calculated value is less than tabulated value. So null hypothesis is

accepted.

20. How do you make payments mostly when shopping on the Internet?

(Option 1: As per age)

H0: There is no relationship between mode of payment and age.

Page | 79
H1: There is relationship between mode of payment and age.
Observed Frequency

Credit Card Internet Cash on E wallet Other Total

Age / Debit card banking delivery

less than
20 - - - - - 0
20 - 30 24 5 112 7 - 148
30 - 40 - - 2 - - 2
more than
40 - - - - - 0
Total 24 5 114 7 0 150

Expected Frequency

Credit Card Internet Cash on

Age / Debit card banking delivery E wallet Other Total
less than
20 - - - - - 0
20 - 30 23.68 4.933333333 112.48 6.906666667 - 148
30 - 40 - - 1.52 - - 2
more than
40 - - - - - 0
Total 24 5 114 7 0 150

Observed Expected (O-E)2 (O-E)2/E

24 23.68 0.1024 0.004324

Page | 80
 5 4.93 0.0049 0.000994

112 112.48 0.2304 0.002048

2 1.52 0.2304 0.151579

7 6.9 0.01 0.001449

0.160395

Calculated: 0.160395

Tabulated: 21.026

Here, calculated value is less than tabulated value. So null hypothesis is

accepted.

Page | 81
 (Option 2: As per income)

H0: There is no relationship between mode of payment and Income.

H1: There is relationship between mode of payment and Income.

Observed Frequency

Credit Card Internet Cash on

/ Debit card banking delivery E wallet Other Total
less than
10000 11 3 53 3 0 70
10k - 20k 13 2 54 0 0 69
20k - 30k 0 0 7 4 0 11
30k - 40k 0 0 0 0 0 0
more than 40k 0 0 0 0 0 0
Total 24 5 114 7 0 150

Expected Frequency

Credit Card / Internet Cash on

Debit card banking delivery E wallet Other Total
less than
10000 11.2 2.333333333 53.2 3.266667 0 70
10k - 20k 11.04 2.3 52.44 3.22 0 69
20k - 30k 1.76 0.366666667 8.36 0.513333 0 11
30k - 40k 0 0 0 0 0 0
more than 40k 0 0 0 0 0 0
Total 24 5 114 7 0 150

Page | 82
 Observed Expected (O-E)2 (O-E)2/E

11 11.2 0.04 0.003571

13 11.04 3.8416 0.347971

0 1.76 3.0976 1.76

3 2.33 0.4489 0.192661

2 2.3 0.09 0.03913

0 0.36 0.1296 0.36

53 53.2 0.04 0.000752

54 52.44 2.4336 0.046407

7 8.36 1.8496 0.221244

3 3.26 0.0676 0.020736

0 3.22 10.3684 3.22

4 0.51 12.1801 23.88255

30.09502

Calculated: 30.09502

Tabulated: 26.296

Here, calculated value is more than tabulated value. So null hypothesis is

rejected.

Q 23. How much amount did you spent on purchased last time?

Page | 83
H0: There is no relationship between amount spent on purchase and gender.

H1: There is relationship between amount spent on purchase and gender.

Observed Frequency

less than more than

500 500 to 1000 1000 to 5000 5000 Total

M 4 20 41 14 79

F 11 14 36 10 71

Total 15 34 77 24 150

Expected Frequency

less than more than

500 500 to 1000 1000 to 5000 5000 Total

M 7.9 17.90667 40.553333 12.64 79

F 7.1 16.09333 36.446667 11.36 71
Total 15 34 77 24 150

Observed Expected (O-E)2 (O-E)2/E

4 7.9 15.21 1.925316

11 7.1 15.21 2.142254
20 17.9 4.41 0.246369
14 16.09 4.3681 0.271479
41 40.55 0.2025 0.004994
36 36.44 0.1936 0.005313

Page | 84
 14 12.64 1.8496 0.146329
10 11.36 1.8496 0.162817
4.904871

Calculated: 4.904871

Tabulated: 7.815

Here, calculated value is less than tabulated value. So null hypothesis is accepted.

Page | 85
 FINDINGS
1. 42% of the respondents prefer online shopping during last one month
1. 54% of the respondents purchased travel tickets online and no respondent prefer
purchasing food online.
2. 85.3% of the respondents preferred Amazon
3. 74% of the respondents are conscious towards price and is the reason they prefer online
shopping
4. 79.3% respondents don’t go to a retail store first before making your final purchase
online
5. 39.3% of the respondents shop over 1 to 3 times during a year
6. 67.3% of the respondents buy specific products online through referred by family or
friend
7. 59.3% of the respondents compare description and price before making a final purchase.
8. 62.7% of the respondents never visit any offline store before making a final purchase
9. 82.7% of the respondents considers the price (discount) as the major factor before
making a final decision of the product.
10. 87.3% of the respondents discuss with friends /family about the purchased product
11. 65.8% of the respondents believe that delivery of a good is slow as a major barrier in
online shopping.
12. 74.7% of the respondents prefer online shopping through cell phone.
13. 68.7% of the respondents use application for online shopping
14. 28% of the respondents believe that applications are faster to use.
15. 82% of the respondents use Whatsapp application the most
16. 47.3% of the respondents believe that application crash/freeze or face error faster
17. 49.3% of the respondents believe that application opens in about 4 or more seconds
18. 66.7% of the respondents believe that internet saves time
20. 62.7% of the respondents strongly agree that is a great advantage to be able to shop at any
time of day
21. 38% of the respondents prefer traditional/conventional shopping to online shopping
22. 28.7% of the respondents strongly disagree with the statement that online shopping is
risky.

Page | 86
23. 28.7% of the respondents are neutral with the statement that online shopping will
supersede traditional shopping
24. 30.7% of the respondents strongly agree that detailed information available about the
products
25. 30% of the respondents strongly disagree that they get on time delivery of product
26. 37.3% of the respondents strongly agree that online shopping makes comparison easy
27. 40% of the respondents strongly agree that website design makes easy shopping
28. 36% of the respondents strongly agree that they feel safe and secure while shopping
online
29. 42% of the respondents strongly agree that they don’t shop online because of cash back
policy
30. 49.3% of the respondents strongly agree that while shopping online they hesitate to give
credit card no.
31. 48.3% of the respondents strongly agree that they prefer relevance of brand identity &
company name
32. 52% of the respondents strongly agree that they prefer better customer service
33. 53.3% of the respondents are happy by shopping online
34. 76% of the respondents prefer cash payment
35. 74.7% of the respondents say that they don’t make online payment
36. 63.3% of the respondents complains about phone getting hacked
37. 51.3% of the respondents shop between 1000 to 5000
38. 100% of the respondents receive push message while shopping online.
39. 42.7% of the respondents have not received any push message
40. 100% of the respondents have not received coupon / gifts / discount from online
shopping.

Page | 87
Page | 88
 SUGGESTIONS
• Many retail store should develop a smart phone application for online shopping.
• Online sellers should consider post purchase activity that helps customer to
purchase products online.
• Customers are now using so many social networking websites so online sellers
should advertise their products in social networking websites.
• Risk perception for online shopping should be reduced.
• Online sellers should track history of customers so that they can provide
personalized offers to individual.
• Sellers should provide brief description of products so that customers can order
accordingly.
• To make online shopping more preferable, online sellers should make design of
website more attractive.
• As the preference for shopping from application is more, company should focus
more on application based shopping then on web based shopping.
• As discount offers are more influential factor in purchase decision, promotional
efforts by company should be more on discount offers.
• As the lower price in online shopping is main reason, attracting consumers for
online shopping, the price should be featured properly in advertisement by the
company.

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 CONCLUSION
On the basis of the present study concludes that online customers are satisfied. This
research explicitly indicates that online shopping is effective. Study shows that p ost
purchase activity that a customer does after receiving product is not dependent on
gender of customers.

There is relationship between mode of payment and income of customers.

Mode of payment is not dependent on age of customers. Respondents who has

income less than rs 10000 do payment through cash on delivery. Respondents
having income more than 10000 do payment through 20000 pays money through
e-wallet.

Maximum respondents from Ahmedabad city prefer to buy from Amazon. People like
to buy from Amazon as compared to Flipkart.

Customers expects faster delivery of goods ordered online. As faster delivery of

goods is important from customers’ point of view because more time is consumed
in delivery of goods.

Gender does not matter in money spent in online shopping.

Website design matters a lot in attracting customers more for online shopping. Because
customers prefer easy navigation for online shopping.

Discount offers effects more to customers in online shopping.

Customers prefer to but through application in their smart phone for shopping goods online.

Discount coupons effect more in online shopping.

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 BIBLIOGRAPHY
BIBLIOGRAPHY
• http://www.academia.edu/24284430/A_STUDY_OF_FACTORS_AFFECTING_
ONLINE_BUYING_BEHAVIOR_A_CONCEPTUAL_MODEL
• What Clicks With The Online Shopper? Nielson Insights 16-10-2015
• Arjun Mittal, “E-commerce: It’s Impact on consumer Behavior”; Global Journal of
Management and Business Studies, ISSN 2248-9878 Volume 3, Number 2 (2013)
• http://www.ripublication.com/gjmbs_spl/gjmbsv3n2spl_09.pdf
• http://www.blog.finesseim.com/e-commerce-trend-india/
• http://www.allresearchjournal.com/archives/2015/vol1issue9/PartD/1-9-4.pdf
• http://altius.ac.in/pdf/29.pdf
• Dr. Seema agarwal “A study of factors affecting online shopping behaviour of consumers
in mumbai region”; Tactful Management Research Journal, ISSN: 2319-7943
• http://www.prnewswire.com/news-releases/global-b2c-e-commerce-and-onlinepayment-
market-2014-79067691.html
• http://www.nielsen.com/in/en/insights/reports/2016/the-smartphone-becomes-themobile-
wallet.html
• http://www.worldwidejournals.com/ijar/file.php?val=November_2013_13832262
64_b0fa7_92.pdf Source: 16 India Online 2011 Report
• C R Kothari, Research Methodology: Methods & Techniques, ISBN (13) : 978-81224-
2488-1

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 ANNEXURE

QUESTIONNAIRE

Consumer Behavior towards online shopping in Ahmedabad

Name:_______________________________________________________________

Gender:
 Female  Male

Your education:
a. Graduation b. Post-graduation c. PhD

Your occupation:________________________________________________________

1. When was the last time you purchased something online?

a. before last month b. before 3 months c. before 6 months

d. before 9 months e. before 1 year

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2. What did you purchase last time online? (You can select more than 1)
a. Books b. Furniture c. Music d. Cinema
ticket
e. Kitchen / f. Electronic g. Groceries h. Toys
Home gadgets
appliances
i. Clothes j. Electrical k. Cosmetics l. Travel
products tickets
m. Holidays n. food

Other (Please
Specify)_________________________________________________________

3. Which website do you prefer for this product/service? (You can select more than 1

a) Flipkart b) Amazon c) Irctc d) Infibeam e) Shoppers

Stop
f) Myntra g) Jabong h) Bookmyshow i) Zomato j) Snapdeal
k) Junlgee l) Makemytrip m) Craftsvilla n) EBay o) Goibibo
Other:___________________________________________________________________

4. Main Reason for online Shopping? (You can select more than 1 )
a. Price c. Fast Shipping e. Friend Referral

b. Convenience & time saving d.Brand conscious f. Discount

Other:______________________________________________________________________

5. Do you go to a retail store first before making your final purchase online?
a. Yes b. No

6. Approximately how many times did you shop over internet during the year?

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a. At least once b. 1 to 3 times c. More than 3 times

7. How did you get the idea of buying specific brand through an online store? (You
can select more than 1)

a. Referred by friend/family b. Saw an online advertisement

c. Saw an offline advertisement (TV/Newspapers/Magazine/Hoardings)
d. I was just waiting for launch of this product since long
Other:________________________________________________________________

8. How do you find the specific to your own needs? (You can select more than 1)
a. Product Ratings b. Product reviews
c. Advice from offline store d. Referred by Friend / Family member
e. Compare description and prices f. New technology/ product in market
g. Referred by website by your search history
Other:________________________________________________________________

9. Do you visit different online stores before the actual purchase, how many stores on
average do you visit before purchasing it?
a. One to three online stores b. 3 to 5 online stores

c. More than 5 stores d. never

10. What are the crucial factors which affect your decision making in the final selection
of the product (Select all which apply) (You can select more than 1)
a. The Best prices(Discount) d. Price/Product comparison available

b. Convenience & Time saving e. Product reviews available

c. Not available in local stores f. Value for money

11. After receiving the product what do you?

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a. Discuss with Friends / Family about the purchased b. Write a review about
product
c. Contact typically the seller for further guidance if needed
d. Others specify
___________________________________________________________

12. What are the main barriers which keep you away from shopping online? (You can
select more than 1)

a. Delivery too slow b. Low trust level of online c. Security in payment

store

d. High Shipping Cost e. Privacy Policy f. Claims

Others reasons (please specify) __________________________________________

13. Which medium do you prefer for online Shopping? (You can select more than 1)
a. Personal computer b. Tablet c. Cell Phone

14. What do you prefer to use when shopping online from your device? (You can
select more than 1)

a. Web browsers b. Applications c. No preference

15. Why do you use more web browsers or Applications?

a. More used to it (from experience)

b. Because the application related to the website I want to visit doesn’t exist or I cannot find
it

c. I don’t want to install applications for random use

d. The applications from some websites are not functional, don’t work well
e. Usually I search for a general term, rather than needing a specific application.
f. Applications are better use, tailored to mobile phone
g. Applications are faster (In terms of opening it)

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 h. Applications are easier to find, straight on my main screen, application list

i. Other, please specify:

16. What kind of applications do you use the most? (You can select more than 1)

b. Entertainment Apps(you c. Productivity Apps (Time

mgt) a. Utilities Apps (e.g. paytm) tube)
d. Sports Apps e. Games Apps f. Search Tool Apps(Google)

g. Travel Apps, maps(GPS) h. News Apps i. Social Networking Apps(Facebook)

j. Weather Apps k. Chat Apps (WhatsApp) l.

m. Other, please specify:

17. Have you faced problems with a mobile app within the last 6 months? If so, what
types? (You can select more than 1)

a. Crash/freeze/error b. slow launch times c. App didn’t worked as expected

18. How quickly should a mobile app launch?

a. Less than 1 second b. 1 second c. 2 seconds d. 3 seconds
e. 4 or more seconds

19. Please select your level of agreement to the following questions

SD- Strongly disagree D- disagree N-neutral A- Agree SA-strongly agree

No. Question SD D N A SA

1. Shopping on internet saves time.

2. It is a great advantage to be able to shop at any

time of the day.

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 3. I prefer traditional/conventional shopping to
online shopping.

4. Online shopping is risky

5. Online shopping will eventually supersede

traditional shopping.

6. Detailed information available

7. On time delivery of product

8. It makes comparison easy

9. Website design makes easy shopping

10 I feel safe and secure while shopping online

11 Because of cash back policy

12 While shopping online I hesitate to give my credit

card number

13 Relevance of brand identity & Company name

14 Better customer service

15 I am happy by shopping online

20.How do you make payments mostly when shopping on the Internet?

a. Credit Card / Debit card b. Internet banking

c.Cash on delivery d.E wallet

Other:__________________________________________________

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21. What was the main reason why you started using online payment? (You can
select more than 1)

a. I don’t use online payment

b. My bank started offering the service

c. There is no bank branch or ATM near my home or work

d. I became comfortable with the security of mobile banking

e. I liked the convenience of mobile banking

f. To receive fraud alerts or check my account for fraudulent transactions

g. Other (please specify): _____________

22. Security is one of your top concerns with mobile payments; which one of these
are you most concerned with? (You can select more than 1)

a. My phone getting hacked b. someone intercepting my payment

information

c. Losing my phone or having my phone stolen d. Malware or viruses being

installed on my phone

e. Companies misusing my personal information

Other (please specify): ________________________________

23. How much amount did you spent on purchased last time?

a. <500

b. 500-1000

c. 1000-5000

d. >5000

Tell us your suggestions:

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________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
______________THANK YOU FOR SPENDING YOUR PRECIOUS TIME

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