A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE

SHOPPING WITH SPECIAL REFERENCE TO

“AMAZON”

PROJECT REPORT

SUBMITTED BY
MUTHU KRISHNAN S

Under the supervision of

Amrutha S P

Assistant Professor

Department of post graduate studies in commerce

RPA FIRST GRADE COLLEGE

Re-accredited ‘B+’ by NAAC
CA-2, 70th Cross, 5th Block, Rajajinagar,
Bengaluru-560010
www.rpadegreecollege.com

(AFFILIATED TO BANGALORE UNIVERSITY)

2023-24
 DECLARATION BY THE STUDENT

I hereby declare that “A STUDY ON CUSTOMER

SATISFACTION LEVEL IN REFERENCE OF AMAZON “Is
the result of Customer satisfaction level carried out by me under the
guidance of AMRUTHA S P.

I also declare that this study is the outcome of my own effort and that
it is not been submitted to any other university or institute for the
award of any other degree or Diploma or Certificate.

Place: Bangaluru Name: MUTHU KRISHNAN.S

Date: Register number: P03JA23C012008

 ACKNOWLEDGEMENT

I take this as an opportunity to express my gratitude to who has been a significant

part of this project.

I express my deepest sense of gratitude to Amrutha S P, Assistant Professor, post

graduate Department of commerce, RPA First grade college, for her valuable
supervision, suggestions and constant support.

I am grateful to all the respondent for giving valuable time and responses. to
complete my project.

Finally, I credit my dearest Friends and parents for their encouragement, Support and
being a pillar of strength in the entire process of this project.

Name: MUTHU KRISHNAN. S

 TABLE OF CONTENTS

CHAPTER PARTICULARS Page No.

NUMBER.
1 INTRODUCTION TO THE
ONLINE SHOPPING
2 THEORETICAL
BACKGROUND AND
SECONDARY DATA
2.1 E- COMMERCE
2.2 ONLINE SHOPPING
2.3 GROWTH OF ONLINE
SHOPPING IN INDIA 2023-24
2.4 CONSUMER’S BUYING
BEHAVIOR IN DIGITAL
ENVIRONMENT
2.5 ADVANTAGES
2.6 DISADVANTAGES
2.7 BEST ONLINE SHOPPING
SITES IN INDIA
3 DATA ANALYSIS AND
INTERPRETATION
 LIST OF TABLES

TABLE TITLE PAGE

NO. NO.
1 GENFDER WISE CLASSIFICATION OF RESPONDENTS

2 QUALIFICATION OF RESPONDENTS
3 SATISFACTION FORM AMAZON APPLICATION
4 FREQUENCY OF CONDUCTING ONLINE SHOPPING
5 ISSIUE IN AMAZON APPLICATION
6 SATISFACTION FORM PRODUCT PURCHASED
7 WHEATHER PRODUCT IS SAME AS IN APPLICATION
8 WHETHER SHOPPING THROUGH ONLINE PLATFORMS HELP
TO FIND VARIETY OF PRODUCTS
9 ANY SPECIFIC PRODUCT CATEGORIES THAT PREFERED
TO PURCHASED IN AMAZON
10 EASILY PLACING OF ORDERS
11 BIGGEST CHALLENGE FACED IN AMAZON

12
SATISFACTION FORM SHARING CARD DETAILS

13
WHEATHER ENJOING THE PREFERRED PAYMENT METHOD

14
SATISFACTION ON RECEVING PRODUCT ON TIME

15
WHEATHER PRODUCT RECEIVED IN GOOD CONDITION

16 RATING OF THE PACKAGING OF PRODUCT

17 RATING OF THE DELIVERY EXPERIENCE

18 WHEATHER THE CUSTOMER REVIEWS HELPS IN DECISION

MAKING

19 SATISFACTION ON CUSTOMER SUPPORT TEAM

20 MOST PREFFERD OTHER ONLINE SHOPPING APPLICATION

 LIST OF FIGURES

TABLE TITLE PAGE

NO. NO.
1 GENFDER WISE CLASSIFICATION OF RESPONDENTS
2 QUALIFICATION OF RESPONDENTS
3 SATISFACTION FORM AMAZON APPLICATION
4 FREQUENCY OF CONDUCTING ONLINE SHOPPING
5 ISSIUE IN AMAZON APPLICATION
6 SATISFACTION FORM PRODUCT PURCHASED
7 WHRATHER PRODUCT IS SAME AS IN APPLICATION
8 WHETHER SHOPPING THROUGH ONLINE PLATFORMS HELP
TO FIND VARIETY OF PRODUCTS
9 ANY SPECIFIC PRODUCT CATEGORIES THAT PREFERED TO
PURCHASED IN AMAZON
10 EASILY PLACING OF ORDERS
11 BIGGEST CHALLENGE FACED IN AMAZON

12
SATISFACTION FORM SHARING CARD DETAILS

13
WHEATHER ENJOING THE PREFERRED PAYMENT METHOD

14
SATISFACTION ON RECEVING PRODUCT ON TIME
15
WHEATHER PRODUCT RECEIVED IN GOOD CONDITION

16 RATING OF THE PACKAGING OF PRODUCT

17 RATING OF THE DELIVERY EXPERIENCE

18 WHEATHER THE CUSTOMER REVIEWS HELPS IN DECISION
MAKING
19 SATISFACTION ON CUSTOMER SUPPORT TEAM

20 MOST PREFFERD OTHER ONLINE SHOPPING APPLICATION

1.1 INTRODUCTION

Online shopping is the process whereby consumers directly buy goods,

services etc. from a seller interactively in real-time without an intermediary service
over the internet. Online shopping is the process of buying goods and services from
merchants who sell on the internet. Since the emergence of the World Wide Web,
merchants have sought to sell their products to people who surf the internet. Shoppers
can visit web stores from the comfort of their homes and shop as they sit in front of
the computer. Consumers buy a variety of items from online stores.

In fact, people can purchase just anything from companies that provide their
products online. Books, clothing, household appliances, toys, hardware, software and
health insurance are just some of the hundreds of products consumers can buy from an
online store.

Many people choose to conduct online shopping because of the convenience.

Online shopping allows you to browse through endless possibilities, and even offers
merchandise that is unavailable in stores.

Shopping via internet eliminates the need to shift through a store’s products with
potential buys like pants, shirts, belts and shoes all slung over one arm. Online
shopping also eliminates the catchy, yet irritating music, as well as the hundreds, if
not thousands, of other like-minded individuals who seem to have decided to shop on
the same day.

The central concept of the application is to allow the consumer to shop virtually
using the Internet and allow customers to buy the items and articles of their desire
from the store. The information pertaining to the products are stores on the server side
(store). The Server process the customers and the customers and the items are shipped
to the address submitted by them. The

application was designed into two modules first is for the customers who wish to buy
the articles. Second is for the storekeepers who maintains and updates the information
pertaining to the articles and those of the customers.

The end user of this product is departmental store where the application is hosted
on the web and the administrator maintains the database. The application which is
deployed at the customer database, the details of the items are brought forward from

[7]
the database for the customer view based on the selection through the menu and the
database of all the products are updated at the end of each transaction. Data entry into
the application can be done through various screens designed for various level of
users. Once the authorized personnel feed the relevant data into the system, several
reports could be generated as per the security.

[8]
 CHAPTER 2

THEORETICAL BACKGROUND AND SECONDARY DATA

2.1 E-COMMERCE

Ecommerce is the buying and selling of goods or services on internet. It encompasses

a wide variety of data, systems, and tools for online buyers and sellers, including
mobile shopping and online payment encryption.

Most business with ecommerce presence uses an ecommerce store or an ecommerce

platform to conduct online marketing and sales activities and to oversee logistics and
fulfilment.

2.2 ONLINE SHOPPING

Online shopping is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the Internet using a web browser or a
mobile app. Consumers find a product of interest by visiting the website of the seller
directly or by searching among alternative vendors using a shopping search engine,
which displays the same product's availability and pricing at different sellers. An
online shop evokes the physical analogy of buying products or services at a regular
"bricks-and-mortar" shopping center; the process is called business-to consumer
(B2C) online shopping. When an online store is set up to enable businesses to buy
from another business, the process is called business-to-business (B2B) online
shopping. A typical online store enables the customer to browse the firm's range of
products and services, view photos or images of the products, along with information
about the product specifications, features and prices. Online stores usually enable
shoppers to use "search" features to find specific models, brands or items. Online
customers must have access to the Internet and a valid method of payment in order to
complete a transaction, such as a credit card, a debit card. Most famous online
shopping apps are Flipkart, Amazon, Ajio, Myntra etc.

[9]
 2.3 GROWTH OF ONLINE SHOPPING IN INDIA IN 2023-24

The online shopping sector has seen a boom in the Asian region in the recent
years. India, the south east Asian country, had the fastest growing online retail market
in 2023-24. The number of digital buyers across the country was estimated to be
approximately 330 million in 2023. Almost 71 percent of internet users in the region
will have purchased products online for the mentioned time period. The sector is
driven by personalized advertisements, attractive discounts, quick delivery and return
infrastructure and a high penetration rate of smartphones. This online shopping
system combined with the comfort of being at home and getting all your choices
delivered to your doorstep has turned the tables for the online shopping sector quite
significantly.

2.4 CUSTOMER’S BUYING BEHAVIOUR IN DIGITAL

ENVIRONMENT

The marketing around the digital environment, customer’s buying behavior may not
be influenced and controlled by the brand and firm, when they make a buying
decision that might concern the interactions with search engine, recommendations,
online reviews and other information. With the quickly separate of the digital device
environment, people are more likely to use their mobile phones, computers, tablets
and other digital devices to gather information. In other words, the digital
environment has a growing effect on consumer’s mind and buying behavior. In an
online shopping environment, interactive decision may have an influence on aid
customer decision making. Each customer is becoming more interactive, and though
online reviews customers can influence other potential buyers’ behaviors. In addition,
not only those reviews, people more rely on other people’s post information about
product commends on social media. There will shows common problems in the past
and some solutions or comments of the merchants will be attached for customer
reference.

E-commerce has made life simple and innovative of individuals and groups;
consumer Behavior in online shopping is different from the physical market where he
has access to see the product. Price, time saving and convenience were identified as
important factors which affects the consumer’s behavior.

[10]
2.5 ADVANTAGES

Besides being able to shop from the comfort of your home, many online stores offer
low or no shipping charges and free ship-to-store options.

Other advantages of shopping online include:

1. Always being open

We can always buy products from online platforms around the clock. Consumers
can buy products at the time of their convenience.

2. Saving on transportation cost

Through online purchases we can reduce the cost of transportation for travelling
to the stores.

3. No need of physical location

Since the transaction and market place is virtual, there is no need for any physical
locations.

4. No aggressive salespeople or annoying crowds

People and consumers who don’t want to interact with crowds can easily adapt to
online shopping.

5. No waiting in long lines to check out

Consumers do not have to wait in long lines to purchase or pay for products. They
can buy products quickly and don’t have to waste any time.

6. Being able to read reviews about the products being purchased

The consumers can review the product and its quality before buying any product.
They can choose the best product among various options.

[11]
 7. More choices for buying products

Consumers have a choice to choose between variety of products and they can access
to a large variety of products. They can also find many substitutes in online platforms.

8. Low purchase price

Many online shops sell products at low prices because of lack of money spent on
overheads such as rent, water etc.

2.6 DISADVANTAGES

1. Fraud in online shopping

Online platforms are prone to to many fraudulent activities. Although they

provide security services it is not completely free from fraud.

2. Delay in delivery

The delivery of products cannot be always in time. It depends on the factors

such as mode of transportation, natural phenomenon like rain, storms etc.

3. No physical contact

The consumers cannot physically touch or feel the product before attainment.
This is a major drawback of online shopping.

4. No bargaining powers

Although the prices are comparatively low, consumers don’t hold bargaining
power on the sellers.

5. Hide cost & shipping charges

Usually, the online platforms provide purchase prices, they don’t clearly
specify the shipping charges and other additional charges. The consumers
have to procced to further steps to identify the charges.

[12]
 6. Lack of interaction

Consumers and sellers don’t have any direct contact in online shopping. Since
the transactions take place in virtual platforms, they find it difficult to trust the
other party completely.

7. Difficulty in return advantages

The products or services provided from online shopping don’t specify any
particular place and may be the they are provided from abroad or different
countries around the world. Therefore, the return of the product is difficult and
the consumers may not get any return advantages.

2.7 BEST ONLINE SHOPPING SITES IN INDIA

1. Amazon India
2. Flipkart
3. Snapdeal
4. eBay (Now 2GUD)
5. SHEIN
6. Myntra
7. Shop clues
8. H&M
9. Infineum
10. First Cry

[13]
 CHAPTER 3

DATA ANALYSIS AND

INTERPRETATION

[14]
 Table 3.1

Gender

Gender Frequency Percentage

Male 9 52
Female 12 48
Prefer not to say 1

Figure 3.2.1

GENDER

4%

41% Male
Female
Prefer not to say
55%

Source: Primary data

Interpretation

From table 3.1, it is clear that 55% of respondents were females while 41% were
males. By analyzing this fact, it can be seen that majority of respondents are females.

[15]
 Table 3.2
Qualification of respondents

qualification Frequency Percentage

Student 14 63.6%
House maker 4 18.2%
Employee 4 18.2%

Figure 3.3.1

Qualification
16

14

12

10

0
Student House maker Employee

Interpretation

From the table 3.3.1, it shows that majority of respondents are students with majority
of 63.6 %.

[16]
 Table 3.4

SATISFACTION FROM AMAZON APPLICATION

SATISFACTION Frequency Percentage

FORM
AMAZON
APPLICATION
4 18
10
9 4 18
8 3 14
7 6 27
6 1 4
5 2 9
4 1 4

1 1 4

Figure 3.4.1

10

4, 1,1,5%
1, 5%
10, 4, 18%
9
5, 2, 9% 8
6, 1, 4% 7

9, 4, 18% 6
5
7, 6, 27%
4
8, 3, 14%
1

Source: Primary data

Interpretation

From table 3.4, it reveals that majority of respondents find satisfaction

convenient.

[17]
 Table 3.5

Frequency of conducting online shopping

Frequency of Frequency Percentage

conducting online
shopping
Frequently 5 22.7
occasionally 10 45.5
Rarely 7 31.8

Figure 3.6.1

Frequently
23%
rearly
32%

occasionally
45%

Source: Primary data

Interpretation

Table 3.6 shows that majority of respondents conduct online shopping occasionally

[18]
 Table 3.6

Issue in amazon application

Issue in Frequency Percentage

application
Delay in delivery 3 13.63
Nothing 10 45.45
Network problem 2 9.09
Fraudulent activity 7 31.81

Figure 3.6.1

7%
19%
12%
Delay
Nothing
Network
Fradulent

62%

Source: Primary data

Interpretation

From the above table 3.7, it shows that majority of respondents finds no issue In the
Application

[19]
 Table 3.7

Rating of the quality of the products bought online

Rating of the Frequency Percentage

quality of the
products bought
online
5 7 31.81
4 9 40.9
3 5 22.7
2 0 0
1 1 4.54

Figure 3.7.1

Chart Title
10
9
8
7
6
5
4
3
2
1
0
5 4 3 2 1

Frequency Column1 Series 3

Source: Primary data

Interpretation

From the above table 3.7, it shows that majority of respondents rated the quality of
products bought online as good with a majority of 40.9%

[20]
 Table 3.8

WHEATHER PRODUCT IS SAME AS IN APPLICATION

Whether product Frequency Percentage

is Same as in
Application
Yes 14 63.6
No 4 18.2
May be 4 18.2

Figure 3.8.1

Source: Primary data

Interpretation

Table 3.9 shows that majority of respondents says that the product are Same as
the Application with 63.6

[21]
 Table 3.9

Satisfaction From variety of product in online store

Satisfaction from Frequency Percentage

variety of product
in online store
5 4 17.4
4 12 52.2
3 5 21.7
2 0 0
1 2 8.7

Figure 3.9.1

.
Source: Primary data

Interpretation

Table 3.11 reveals that majority of respondents are satisfied with the variety of
product with 52.2%

[22]
 Table 3.10

Specific product that most Proffered to purchase from Amazon

Rating of the Frequency Percentage

quality of the
products bought
online
Electronic Product 1 10
Clothes 1 10
Accessories 2 20
nothing 6 60

Figure 3.10.1

Rating of the quality of the products bought

online
0%
14%
22%

64%

Source: Primary data

Interpretation

From the above table 3.10, it shows that majority of respondents says that there is
no specific products for purchase in online with 30%

[23]
 Table 3.11

Easily placing of orders

Easily placing of Frequency Percentage

orders
Yes 22 95.7
No 1 4.3

Figure 3.11.1

Source: Primary data

Interpretation

From table 3.11, it reveals that majority of respondents experienced placing order
easily with 95.7%

[24]
 Table 3.12

Challenges or difficulties while using the application

Challenges or Frequency Percentage

difficulties while
using the
application
Yes 6 26.1
no 16 69.6
Sometimes Error 1 4.3

Figure 3.12.1

Satisfaction from the speed of delivery of the

products
2%

46% 52%

Source: Primary data

Interpretation

Table 3.12 shows that majority of respondents are experienced no

difficulties while using application with 69.6%

[25]
 Table 3.13

SATISFACTION FORM SHARING CARD DETAILS

SATISFACTION Frequency Percentage

FORM SHARING
CARD DETAILS
Very safe 7 30.4
Safe 10 43.5
Neutral 6 26.1
Unsafe 0 0

Figure 3.13.1

Source: Primary data

Interpretation

From the above table 3.13, it reveals that majority of respondents feels safe for
sharing the Card Details with 43.5%

[26]
 Table 3.14

Preferred payment method

Preferred Frequency Percentage

payment method
Yes 21 95.5
1 4.5
No

Figure 3.14.1

Biggest challenge faced in online shopping

22%
26%

Source: Primary data

Interpretation 52%

From the above table 3.14, it shows that the Respondent are getting there preferred
payment option with 95.5 %

[27]
 Table 3.15

Receiving the product on time

Receiving Frequency Percentage

the product
on time

Yes 21 91.3
No 2 8.7

Figure 3.15.1

Source: Primary data

Interpretation

Table 3.15 shows that majority of respondents. Are receiving the product on
time with 91.3%

[28]
 Table 3.16

Receiving orders in good condition

Receiving Frequency Percentage

orders in good
condition
Yes 20 87

No 3 13

Figure 3.16.1

Source: Primary data

Interpretation

The table 3.16 shows that majority of respondents agree with

receiving orders in good condition with 87

[29]
 Table 3.17

Satisfaction from packing of amazon

Satisfaction Frequency Percentage

from
packing of
amazon

10 3 13
9 5 21.7
8 4 17.4
7 2 8.7
6 4 17.4
5 3 13
1 2 8.7

Figure 3.17.1

Source: Primary data

Interpretation

Table 3.17 reveals that majority of respondents enjoy the packing of

amazon with 21.7%

[30]
 Table 3.18
Satisfaction with delivery team
Satisfaction with Frequency Percentage
delivery team

10 3 13
9 5 21.7
8 7 30.4
7 1 4.3
6 3 13
4 2 8.7
1 2 8.7

Figure 3.18.1

Source: Primary data

Interpretation

Table 3.18 shows that, respondents are satisfied with the delivery team of amazon
with 30.4%

[31]
 Table 3.19

Importation of customer reviews in decision making process

Importation of Frequency Percentage

customer reviews in
decision making
process

Very useful 7 31.8

Useful 13 59.1
Neutrally 2 9.1
No use 0 0

Figure 3.19.1

Source: Primary data

Interpretation

Table 3.19 shows that, respondents are feelling useful with the customer reviews
for decision making process with 59.1%

[32]
 Table 3.20

Experience with customer support team

Frequency Percentage
Experience with
customer support
team

Excellent 5 21.8
Good 15 65.2
Fair 3 13
poor 0 0

Figure 3.20.1

Source: Primary data

Interpretation

Table 3.20 shows that, respondents are feeling good with the customer support
team with 65.23%

[33]
 Table 3.21

Alternatives for purchasing online except

Frequency Percentage
Alternatives for
purchasing online
except

Flipkart 11 50
Meesho 8 36.4
Ajio 0 0
Myntra 3 13.6

Figure 3.21.1

Source: Primary data

Interpretation

Table 3.21 shows that, respondents shares that they are using Flipkart for the
alternatives with 50%

[34]
CONCLUSION
The consumer’s satisfaction on online shopping varies from individual to individual and
the perception is limited to a certain extent with the availability of the proper connectivity
and the exposure to the online shopping. The Satisfaction of the consumer also has
similarities and difference based on their personal characteristics. The study reveals that
mostly the youngsters are attached to the online shopping and hence the elder people
don’t use online shopping much as compared to the younger ones. The study highlights
the fact that the youngsters between the age of 18-25 are mostly interested in online
shopping. It is also found that the majority of the people who shop online buys daily use
products online as it is cheaper compared to the market price with various discounts and
offers. The study also reveals that the price of the products has the most influencing factor
on online purchase.

The study reveals that majority of the respondent’s buys products from Amazon India
which is thus one of the leading online shopping sites in India. On top of that the most of
the customers finds online shopping affordable.

[35]
[36]