PROJECT REPORT

on

Consumer Behavior Analysis in

E - Commerce

Submitted in partial fulfilment of the requirement for the award of

Bachelor of Business Administration (BBA)
To

SUBMITTED TO: Ms. ANKITA SHARMA SUBMITTED BY: DRASTI RATHORE

PROJECT SUPERVISOR’S NAME CCSU ROLL NO. 220398105061
(FACULTY GUIDE) BATCH: 2022 - 2025
ASIAN SCHOOL OF BUSINEES

Asian School of
Business (ASB) A2,
Sector – 125, Noida
Website:
www.asb.edu.in
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 CERTIFICATE

This is to certify that the Project Report entitled ‘Consumer Behavior Analysis in E

- Commerce’ is submitted to Asian School of Business, in partial fulfillment of the

requirements for the award of the Bachelor of Business Administration, and is an original
work by DRASTI RATHORE, 220398105061 the project has been done under my
supervision & guidance and the project has not formed the basis for the award of any degree
/ diploma or other similar title to any candidate.

SIGNATURE: _______________ SIGNATURE:_________________

(INTERNAL EXAMINER) (EXTERNAL EXAMINER)

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 DECLARATION

I hereby declare that the project entitled ‘Consumer Behavior Analysis in E -

Commerce’ is an original piece of research work carried out by me under the guidance and
supervision of Ms. Ankita Sharma. The information has been collected from genuine&
authentic sources. The work has been submitted in partial fulfilment of Bachelor of Business
Administration at Asian School of Business.

_________________

(Student Signature)

Student’s Name: DRASTI RATHORE

Date:

Place: Asian School of Business, Noida

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 ACKNOWLEDGEMENT

A task or project cannot be completed alone. It requires the efforts of many individuals. I take
this opportunity to thank all those who helped me complete this project.

I express my sincere gratitude to Prof. Ankita Sharma for giving me this opportunity to
undergo this project. I thank him for lending a helping hand when it came to solving my
problems related to the project. Without it, this project could not have been completed.

I also thank Asian School of Business for an opportunity to undertake a soft skills project at
the start of our course which helped us to understand deeply for those topics which are
untouched.

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Table of content

Title Page ........................................................................................................... 1

Certificate .......................................................................................................... 2

Declaration ........................................................................................................ 3

Acknowledgement ............................................................................................. 4

Abstract ............................................................................................................. 5

Chapter 1. Introduction ............................................................................... 6 - 15

Chapter 2. Literature Review .................................................................... 16 - 25

Chapter 3. Research Methodology ............................................................ 26 - 30

Chapter 4. Data Analysis & Interpretation .................................................. 31 - 44

Chapter 5. Limitations, Suggestion & Conclusion .................................... 45 - 52

Reference ......................................................................................................... 53

Annexures ................................................................................................. 54 - 58

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 CHAPTER - 1
INTRODUCTION

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 INTRODUCTION

Have you ever thought about how much the internet has changed our daily lives? One of the
biggest changes it brought is in the way we shop. Today, you can buy almost anything online —
from clothes and food to gadgets and even cars. This is all part of something called e-commerce,
which simply means buying and selling things over the internet.

But online shopping isn’t just about clicking “add to cart” and waiting for your package to arrive.
Behind the scenes, businesses are paying close attention to how customers like you browse,
choose products, and decide to trust certain online stores. Understanding how people behave
when they shop online is super important for businesses because it helps them make better
websites, create attractive offers, and keep customers coming back.

This research takes a deep dive into what’s known as consumer behavior in e-commerce. We’ll
look at what influences people’s decisions when they shop online, how businesses study this
behavior, and how new technologies like mobile shopping apps and virtual reality are changing
the game.

Why Understanding Online Shopping Behavior Matters

Imagine you’re running an online clothing store. Wouldn’t you want to know what makes people
click on a product, how long they stay on your website, or why they leave without buying
anything? That’s where consumer behavior analysis comes in.

Consumer behavior is basically the study of how people decide what to buy, why they buy it,
and how they feel about it afterward. In the world of e-commerce, this is especially important
because the competition is huge. There are thousands of online stores selling similar products,
and businesses need to stand out.

By understanding online shopping habits, businesses can:

 Design websites that are easy to use.

 Offer deals that attract more customers.

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  Send personalized messages or product recommendations.

 Keep customers happy so they return for more.

Without this knowledge, businesses would be guessing what their customers want — and in
today’s digital world, guessing isn’t good enough.

What Influences Online Shopping Behavior?

When it comes to online shopping, a lot of things affect a customer’s choices. Let’s break them
down:

1. Psychological Factors

These are the thoughts and feelings inside a person’s mind when shopping. For example:

 Motivation: Why is the person shopping? Are they bored, looking for a gift, or replacing
a broken item?

 Perception: How does the person view a product based on images, reviews, and prices?

 Attitude: Does the shopper have a positive or negative attitude towards online shopping
in general?

These inner feelings play a huge role in how people make decisions online.

2. Sociological Factors

These involve other people’s influence. Think about it:

 Family and Friends: Recommendations from people you trust can push you to try a new
online store or avoid a bad one.

 Social Media Influencers: Nowadays, people often trust the opinions of influencers or
celebrities they follow online.

 Social Status: Sometimes, people buy products because they want to feel part of a group
or show off their style.

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3. Technological Factors

Technology makes online shopping faster, easier, and more fun. Key examples:

 User-Friendly Websites: If a site is hard to navigate, customers leave quickly.

 Mobile Shopping: More people now shop on their phones, so stores must optimize for
mobile.

 Payment Options: The easier it is to pay (like using digital wallets), the more likely
people are to buy.

How Businesses Study Online Consumer Behavior

So, how do companies actually find out what people do online? They use different tools and
methods to collect and study data. Some popular ways include:

 Website Analytics: Tools like Google Analytics track what pages people visit, how long
they stay, and what links they click.

 Online Surveys: After shopping, some stores ask for feedback to learn about customers'
experiences.

 Heatmaps: These show where people click or move their mouse the most on a webpage.

 Social Media Listening: Companies watch social media to see what people are saying
about their brand.

By collecting this data, businesses get a clear picture of what works and what doesn’t. It helps
them improve their online stores and marketing strategies.

Ethical Considerations in Studying Online Shopping Behavior

Now, you might wonder — is it okay for businesses to collect all this data about people? Good
question. This brings us to an important topic: ethics in e-commerce.

When studying consumer behavior online, businesses must:

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  Protect Personal Data: Information like names, addresses, and payment details must be
kept safe.

 Get Permission: Many websites ask you to agree to “cookies” that track your online
activity. This should always be optional.

 Be Honest: Companies shouldn’t manipulate customers with fake reviews or misleading

product descriptions.

The main goal is to respect customers' privacy while still learning about their shopping habits.
Keeping trust is key for long-term business success.

Trends and Innovations in E-Commerce That Affect Shopping Behavior

The online shopping world keeps changing with new technologies. Let’s look at some recent
trends that are shaping consumer behavior:

1. Mobile E-Commerce

More people shop on their smartphones than on computers. This means:

 Stores need to create mobile-friendly websites and apps.

 Payment systems must work smoothly on mobile.

 Special mobile deals and push notifications help attract buyers.

2. Artificial Intelligence (AI)

AI is like a smart assistant that helps stores learn about their customers. It can:

 Suggest products based on your browsing history.

 Provide customer service through chatbots.

 Predict what you might want to buy next.

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The Big Picture: What This Means for Traditional Stores

With online shopping growing so fast, you might think physical stores are in trouble. But that’s
not entirely true. Many stores are combining both offline and online experiences. This is called
omnichannel retailing.

For example:

 A customer might check a product online and then buy it in-store.

 Or they might see a product in a shop and order it later online.

Traditional businesses need to adapt to this new environment by improving their websites,
offering online deals, and using social media to stay connected with customers.

Understanding How People Shop Online: A Simple Guide to

Consumer Behavior in E-Commerce

Why Does It Matter How People Shop Online?

Imagine you run an online store. You sell clothes, gadgets, or sneakers. Wouldn’t it be super useful
to know what makes people visit your site, add things to their carts, and either buy them or leave
without paying? That’s exactly why understanding how people behave when shopping online —
also called consumer behavior — is so important.
In today’s world, most of us buy things from our phones or computers. From clothes to gadgets to
food, we’re all clicking “Add to Cart.” But what makes people choose one product over another?
Why do some people abandon their carts without buying anything? And how do reviews, prices,
and fast delivery affect what people decide?
This is what businesses need to figure out if they want to survive and succeed online. And it’s not
just about making money — it’s also about creating a good, fair, and ethical shopping experience
for customers.
This study you’re reading about is focused on digging into this topic in a way that’s easy to

understand. Let’s break down each part of the research, so you can see how it all fits together .

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1.1 The Importance of Understanding Consumer Behavior in E-Commerce

Let’s think about why it matters to understand how people act when they shop online:
 Making Better Decisions: If a business knows what makes people buy things (or not), it
can make smarter decisions. For example, if lots of people leave their shopping carts without
buying, the company might offer a discount before checkout to encourage them to finish.
 Personalizing the Shopping Experience: Ever noticed how online shops suggest things
you might like? That’s because they’ve studied customer behavior. The more a store knows
about you, the better it can show you stuff you’ll actually want to buy.
 Keeping Customers Happy: Nobody likes a complicated or frustrating online store. If
businesses know what customers like and don’t like, they can make their websites easier and
more fun to use. Happy customers come back, and loyal customers tell their friends.

 Better Marketing: By understanding where and how people spend their time online —
whether it’s on Instagram, YouTube, or Google — businesses can advertise in the right
places, without wasting time or money.
 Managing Stock Wisely: If a company knows which products people want the most, it can
keep enough of those items in stock and avoid overstocking things no one’s buying.
 Staying Ahead of the Competition: In a world full of online shops, the ones that
understand their customers the best will win. They can offer cooler products, better deals,
and faster service.
 Spotting Fraud: If someone’s online shopping behavior seems strange (like a sudden order
of 20 laptops from a new location), businesses can investigate and stop possible scams.
 Listening to Customers: Online reviews, ratings, and comments help businesses know
what people think. This feedback lets them fix problems and keep improving.
 Learning About New Trends: By studying how people shop, businesses can discover new
ideas and create fresh products or improve old ones.
 Adapting to New Tech: New gadgets and tech like mobile apps, voice assistants (like
Alexa), or virtual reality change how people shop. Businesses need to understand how these
tools affect customer behavior.

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1.2 Purpose and Objectives of This Paper
So, what’s the point of this research paper? What’s it trying to achieve?
Purpose:
The big goal is to better understand how people shop online — what makes them choose certain
products, why they click "buy," and how businesses can use this information to improve.
Objectives (in simple words):
1. Study How People Shop Online:
Look at all the different ways people behave when shopping online — what makes them
decide to buy, what makes them change their mind, and what keeps them coming back.
2. See How New Technologies Affect Shopping Habits:
Check out how tools like smartphones, artificial intelligence (AI), virtual reality (VR), and
augmented reality (AR) are changing the way people shop.
3. Use Real-Life Examples:
Show how real companies use customer behavior studies to improve their online stores. This
helps turn theory into practice.
4. Talk About Privacy and Ethics:
Discuss how important it is to protect customer privacy and use data in a fair and honest
way.
5. Tackle Problems:
Point out the difficulties in understanding and predicting customer behavior, and suggest
new ideas to fix them.

1.3 Online Shopping Behavior

This part talks about how people in different countries and cultures shop online in different ways.
For example:
 People in China might shop differently than people in the United Kingdom because of
different lifestyles, incomes, and cultural habits.
 The study looks at two big online stores: Amazon UK for the United Kingdom, and JD.com
for China. It compares how customers from these two places rate products, leave reviews,
and what makes them happy or upset.

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Gender Differences:
It’s not just about where people live — it’s also about whether they’re male or female. Studies
show:
 Women often enjoy shopping more for fun or relaxation.
 Men tend to buy things faster and more often online.
The study focuses on shoes because they’re easy to divide into men’s and women’s products,
making it clear to compare reviews and preferences.

1.4 Sustainability in E-Commerce

Now, let’s talk about something super important: how online shopping affects the environment.
What is Sustainability?
It means doing things in a way that meets our needs today without messing things up for future
generations. It’s about using resources wisely so the planet stays healthy.
How E-Commerce Affects the Environment:
 More Deliveries = More Pollution: Delivering millions of packages leads to more trucks and
vans on the road, causing more CO₂ emissions.
 More Packaging Waste: Online orders often use extra cardboard and plastic.
 Less Travel for Shoppers: On the plus side, people don’t have to drive to stores as much,
saving some pollution.
What’s Being Done About It?
 Using electric or hybrid delivery vehicles.
 Reducing the number of deliveries by combining orders.
 Using eco-friendly packaging.
 Offering digital products (like downloadable music) instead of physical ones.
It’s a tricky balance — e-commerce has both good and bad effects on the environment.

1.5 Research Question

Every good study starts with a big question. Here’s the one for this paper:
“What do online reviews tell us about customer behavior in the UK and China, based on gender,
culture, and income differences?”
The idea is to learn how things like where people live, how much they earn, and whether they’re
male or female affect how they shop online and how they leave reviews.

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1.6 Purpose of This Research
This research especially focuses on a certain group of shoppers: people who care a lot about price.
You know the type — they check multiple websites, read reviews carefully, and won’t buy until
they’re sure they’re getting the best deal.
The study wants to find out what makes these price-sensitive shoppers happy or unhappy. Is it:
 Slow delivery?
 Bad packaging?
 Rude customer service?
Knowing this can help online stores fix problems and win over these picky shoppers, especially
when it comes to popular products like sneakers.

1.7 Scope and Limitations

No research is perfect. Every study has limits, and it’s important to be clear about them.
What this study includes:
 Online reviews from Amazon UK and JD.com.
 Reviews on men’s and women’s shoes.
What it doesn’t include:
 Private data from inside the companies (they didn’t have access to that).
 Confirmed buyer identities (they assumed if someone reviewed men’s shoes, it was a man
— which might not always be true).

Why This Matters?

By studying how people shop online, this research helps businesses:
 Improve customer experiences.
 Reduce environmental harm.
 Understand the differences between shoppers in different countries.
 Recognize how technology changes buying habits.
 Make smarter, more ethical business decisions.
And for you, as students, it shows how important data, culture, and technology are in the future of
shopping — something that affects all of us.

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 CHAPTER - 2
LITERATURE REVIEW

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 LITERATURE REVIEW

1. Electronic Commerce (E-Commerce) & Electronic Marketplaces

What is Electronic Commerce?
Electronic Commerce, or E-Commerce, refers to buying and selling goods or services using electronic
systems, primarily the internet. This includes activities like online shopping, electronic payments, online
auctions, and internet banking. It's a broad term that encompasses any commercial transaction conducted
electronically.
What are Electronic Marketplaces?
Electronic Marketplaces are virtual platforms where buyers and sellers come together to exchange
goods, services, or information. These platforms facilitate transactions by providing a centralized space
for multiple vendors and customers. Examples include Amazon, eBay, and Alibaba.
Key Definitions:
 Electronic Markets: Platforms that electronically connect many different buyers and sellers
through a central database.
 Electronic Marketplaces: Virtual spaces that bring multiple buyers and sellers together, allowing
them to buy and sell from each other, sometimes at dynamic prices.
 E-Marketplaces/Exchanges: Virtual locations for buyers and sellers to meet and execute
commercial transactions, which can be public or private.
 B2B Electronic Exchanges: Business-to-business platforms that emphasize liquidity for
commodity markets and channel coordination where there are limited numbers of buyers and
sellers.
 Internet-based B2B Electronic Markets: Inter-organizational information systems that facilitate
electronic interactions among multiple buyers and sellers.


2. From Word of Mouth to Online Reviews

Traditional Word of Mouth (WOM)
Word of Mouth refers to the informal transmission of information between individuals, typically
through oral communication. It's when people share their experiences about a product, service, or brand
with others, influencing their purchasing decisions.

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Transition to Online Reviews
With the advent of the internet, Word of Mouth has evolved into online reviews. Now, customers can
share their experiences and opinions on various platforms, reaching a wider audience. These reviews
play a significant role in influencing potential buyers.
Key Points:
 Online reviews provide accessibility to a vast amount of information, helping consumers make
informed decisions.
 Consumers often rely on these reviews to reduce uncertainty before making a purchase.
 Online communities and forums have become platforms for consumers to share their
experiences and seek recommendations.
 Studies have shown that while recommendations can positively impact sales, ratings alone may
not have a significant effect.
 Negative reviews can have a more substantial impact on consumers who are price-sensitive and
have no brand loyalty.

3. Customer Dissatisfaction to Customer Complaint Behavior (CCB)

Understanding Customer Complaint Behavior
Customer Complaint Behavior refers to the actions taken by consumers when they are dissatisfied with a
product or service. These actions can be categorized into four dimensions:
1. Exit Action: Switching to another service or product provider.
2. Negative Word of Mouth: Sharing negative experiences with others, either verbally or through
online reviews.
3. Voice Action: Directly complaining to the seller or manufacturer.
4. Third-Party Action: Lodging complaints with consumer unions or regulatory bodies.
Key Insights:
 The likelihood of a customer taking action depends on the level of dissatisfaction.
 Mild dissatisfaction may not prompt any action, while moderate dissatisfaction might lead to
direct complaints.
 High levels of dissatisfaction can result in customers switching providers or taking formal action.
 Companies can manage dissatisfaction by making it easier for customers to voice their
complaints and by addressing issues promptly.

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4. Online Shopping Behavior
4.1 Gender Differences
Gender can influence online shopping behaviors in various ways:
 Men: Often early adopters of technology, men may be more active in online shopping. They
tend to focus on the functional aspects of shopping, such as efficiency and convenience.
 Women: Women may value the emotional and social aspects of shopping more. They might
seek a more interactive and engaging online shopping experience.
Studies and Observations:
 Some studies suggest that men show more interest in online shopping across cognitive, affective,
and behavioral components.
 Other research indicates no significant difference in online shopping behaviors between genders.
 Enhancing social features, like forums and chat rooms, can improve the online shopping
experience for women.
4.2 Cultural Influences
Culture plays a crucial role in shaping online shopping behaviors. According to Hofstede's cultural
dimensions:
 Individualism vs. Collectivism: Individualistic cultures prioritize personal goals, while
collectivistic cultures emphasize group goals.
 Masculinity vs. Femininity: Masculine cultures value competitiveness and achievement,
whereas feminine cultures prioritize care and quality of life.
Implications:
 In collectivistic cultures, consumers may rely more on group opinions and recommendations.
 Masculine cultures might focus on the efficiency and effectiveness of online shopping platforms.
 Understanding these cultural nuances can help businesses tailor their online shopping
experiences to different audiences.

Understanding Economic Structures: UK vs. China

What is GDP per Capita?

Gross Domestic Product (GDP) per capita is a measure of a country's economic output that
accounts for its number of people. It's calculated by dividing the GDP by the population. This
metric helps compare the economic performance and living standards between countries.

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UK and China's Economic Snapshot in 2017

 United Kingdom:In 2017, the UK's GDP per capita was approximately $40,572cite turn

search

 China: In the same year, China's GDP per capita stood at about $8,817.

Service Quality and Cultural Dimensions

Malhotra's Ten Dimensions of Service Quality

Malhotra identified ten key aspects that determine service quality:

1.Reliability Consistency in performance and dependability.

2.Access Ease of contact and approachability.

3.Understanding the Customer Effort to know customers and their need.

4.Responsiveness Willingness to help and provide prompt service.

5.Competence Possession of required skills and knowledge.

6.Courtesy Politeness, respect, and friendliness.

7.Communication Keeping customers informed in a language they understand.

8.Credibility Trustworthiness and honest

9.Security Freedom from danger, risk, or doubt.

10. Tangibles Physical facilities, equipment, and appearance of Personne.

Linking Service Quality to Cultural Dimensions

Malhotra connected some of these dimensions to Hofstede's cultural dimension:

 Power Distance The extent to which less powerful members expect and accept unequal

power distribution.

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 Individualism vs. Collectivism The degree to which individuals are integrated into group. He

observed that countries with low power distance and individualistic cultures, like the UK,
tend to have higher national wealth. In contrast, countries with high power distance and
collectivist cultures, like China, often have lower national wealth.

Theories Behind Consumer Buying Behavior

*1. Consumer Decision-Making Process

Engel, Blackwell, and Miniard proposed a model outlining the stages consumers go through
when making a purchase:

1.Problem Recognition: Realizing there's a need or problem.

2.Information Search: Looking for solutions or produces. Evaluation of Alternatives:

Comparing different options.

3.Purchase Decision: Choosing a product and buying t.

4.Post-Purchase Evaluation: Reflecting on the purchase decision.

2. Theory of Planned Behavior (TPB)

Developed by Icek Ajzen, TPB suggests that an individual's behavior is driven by:

 Attitude: Personal feelings about the behaver.

 Subjective Norms: Perceived social pressure to perform or not perform the behaver.

 Perceived Behavioral Control: Belief in one's ability to perform the behaver

3. Influence of Social and Cultural Factors

 Reference Groups: Groups that individuals look to for guidance in behavior and attitudes.

Online Reviews and social media: Modern consumers often rely on online feedback and social
media interactions to make purchasing decisions.

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 4. Technology Acceptance Model (TAM)

This model posits that two main factors influence the adoption of new technology:

 Perceived Usefulness: Belief that the technology will enhance performance.

 Perceived Ease of Use: Belief that using the technology will be free of effort.

Impact of E-Commerce on Consumer Behaver

The rise of online shopping platforms has transformed consumer habits:

 Convenience: Shopping can be done anytime, anywhere.

 Variety: Access to a wide range of products and services.

 Price Comparison: Easily compare prices across different sellers.

 Customer Reviews: Access to feedback from other buyers aids in decision-making

Understanding How People Shop Online: A Student-Friendly Guide

Online shopping has completely changed how people buy things. From clothes and gadgets to
food and medicine — you can now order everything with a few taps on your phone. But have you
ever wondered why some people love online shopping while others avoid it? Let’s break down
what researchers and experts have found about this topic over the years.

What Affects Online Shopping Behavior?

Many things can influence whether a person chooses to shop online. Different researchers have
studied this in various countries, and here’s what they discovered:

Vendor and Transaction Factors

Lepkowska-White and Rao (1999) talked about how the website or seller’s characteristics matter.
Things like:

 Is the website trustworthy?

 Is the transaction secure?

 Do they protect your privacy?

 And even customer service matters.

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 Personal Preferences and Habits
Donath and Garcia (1999) found several personality traits that affect online shopping:

 Risk aversion: Some people avoid online shopping because they’re scared their money might
get stolen.

 Love for brands: People obsessed with branded stuff might be more likely to shop online
where more brands are available.

 Price awareness: Bargain hunters love online shopping because it’s easy to compare prices.

 Convenience seekers: If someone values ease and comfort, they prefer online shopping.

 Impulse buyers: Some people buy things without thinking when browsing online.

It’s Not Just About One Attitude

Schiffman, Scherman, & Long (2003) explained that no single feeling or attitude controls whether
someone buys online. It’s a mix of different thoughts about:

 Online buying itself

 Trusting online reviews

 How easy they think it is to shop online

 How much they trust technology

 And fun fact — the typical online buyer has changed over time. It used to be mainly young,
rich, professional men who were quick to adopt new tech. Now, it's way more mixed.

Family and Income Matter

Sultan and Henrichs (2000) noticed that bigger families and people with higher incomes are more
open to online shopping. If someone’s household is large or they’re financially stable, they tend
to order online for convenience.

Why India Is Still Catching Up

In India, things are a bit different. Vijay, Sai, and Balaji (2009) conducted a study where they
found that while online shopping is growing, it’s not everyone’s first choice yet. Why?

 Pros: It’s convenient and saves time.

 Cons: Many people worry about their privacy and the safety of online payments.

So, trust issues are a big reason why some people avoid it.

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 Comfort with Technology
Kim and Park (2005) and Monse (2004) showed that online shopping isn’t for everyone. You
need to be comfortable using the Internet and computers. People who struggle with tech would
rather visit physical shops because it’s easier for them.

Home Catalog Shopping

Before online shopping, there were product catalogs sent to homes. Goldsmith and Flynn (2004)
pointed out that these catalogs allowed people to shop from home by phone or mail. But the
downside? You couldn’t touch or feel the product before buying it. This is a limitation shared
with online shopping too.

Youth and E-Shopping

Dr. Vijayalakshmi (2018) said that young people, especially between 19 to 30 years old, are way
more interested in online shopping because they’re more tech-savvy and comfortable with digital
platforms.

Online Shopping is Booming

An ASSOCHAM-Resurgent joint study (2018) predicted that online shopping in India would
grow by 115% in a year. Why? Because:

 Mobile data is cheap and widely available.

 Deliveries are faster now.

 E-commerce sites offer crazy deals and discounts.

Still a Work in Progress

Järvenpää (2015) mentioned that while online shopping is growing, experts are still trying to
create a perfect model to predict and understand how people behave while shopping online.

What Matters Most When Buying

Ahmed (2012) found that people in developed countries care most about price, product quality,
and durability. But in developing countries like India, people might have different priorities —
for example, whether the seller is reliable or if the site is easy to use.

Growth Is Slower in India

According to Sylke et al. (2004), India’s online shopping scene is growing slower than
expected. Even now, only a small part of total retail shopping happens online. Factors like trust,
payment safety, and Internet reach affect this.

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 Who Shops More — Men or Women?
Many studies (Garbarino & Strah Levitz, Kor Gaonkar & Wolin, Van Slyke et al.) found that,
traditionally, men were more likely to buy things online than women. But that’s changing.

Na Li & Ping Zhang (2002) discovered something interesting: once women start online shopping
and feel comfortable with it, they actually shop online more often than men!

Wrapping It All Up
So, what does all this mean for you as a young consumer or future marketer?

Online shopping habits are shaped by a lot of things:

 How much money people have

 Their family size

 How tech-savvy they are

 Whether they care about convenience or quality

 How much they trust the Internet

It’s not just one factor but a combination of many small influences. That’s why no two people
shop the same way online.

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 CHAPTER - 3
METHODOLOGY

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 RESEARCH METHODOLOGY

Research Methodology — Explained for Students

When you’re trying to study something properly, you need a good plan about how to do it. That
plan is called a research methodology. It’s like a recipe that tells you what ingredients
(information) you need, where to get them, and how to mix them to get useful results. In this case,
our topic is about online shopping behavior, and how people’s choices differ based on gender,
country, and culture.

What Is a Case Study?

A case study is one of the research methods you can use to understand something in detail. Imagine
you want to find out why students prefer one canteen over another. You wouldn’t just ask one
person — you’d look closely at a group of students, check menus, prices, hygiene, location, and so
on. That’s basically what a case study does.
According to Collis & Hussey (2003), a case study is helpful when there isn’t much information
already available on the topic. It’s also useful when you’re exploring something unique or new. For
example, early studies about online shopping were like case studies because it was a fresh topic, and
not many people knew how it would work.
Saunders et al. (2009) added that a case study is best when the situation isn’t clear and no one’s
fully figured it out before. That’s why this research about how gender and culture affect online shoe
shopping behavior is a great example of a case study.

How Did We Collect the Data?

In any research, you need facts, opinions, and information — which we call data. In this project, we
collected our data from two main sources:
Public Data from the Internet:
We used online reviews written by customers on websites like Amazon UK and JD.com (a big
online shopping site in China). These reviews are public, meaning anyone can read them. They give
us clues about what buyers liked or disliked, what shoes they bought, and whether they were happy
with their purchase.

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Limitation Here:
We didn’t have direct access to private sales databases from Amazon or JD. So, we only looked at
publicly visible online reviews.
We chose shoes because it’s easy to tell if a product is meant for men or women based on the
category, and from there, we can guess the gender of the reviewer.

Why Amazon UK and JD.com?

These two shopping platforms were chosen because:
 Amazon UK represents a Western, English-speaking country.
 JD.com represents an Eastern, Chinese-speaking country.
This helps us compare shopping behaviors in different cultures and economies.
Also, Amazon sells products both as a middleman (selling other brands) and as a direct seller, while
JD only allows brands to sell directly to customers.
We focused on Nike shoes on both sites because Nike is a popular brand everywhere, so it made the
comparison fair and standard.

How Did We Get the Data?

We didn’t collect the data manually by copying reviews one by one. Instead, we used a software
tool called Octopus. It’s a type of web crawler, which is a program that can quickly browse
websites and collect information like reviews and ratings. This saved a lot of time and made the
data collection accurate.

METHODOLOGY (Simple Explanation)

We didn’t rely on just one type of data. This research used both:
 Primary Data
 Secondary Data
Let’s explain what those mean.

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3.1 Primary Data

Primary data is new information that you collect yourself for a specific purpose. It’s original and
fresh. For this project, primary data came from a questionnaire (a set of questions people
answered) and sometimes interviews. We prepared a questionnaire and gave it to 100 people to
answer. These people were either regular online shoppers or had at least shopped online before.

3.2 Secondary Data

Secondary data is information that already exists. It was collected by other people for other
purposes but is useful for your study too.
In this case, secondary data came from:
 Research papers
 Journals
 Magazines
 Trusted websites
This type of data helps you understand what other experts have said about your topic before.

3.3 Tools for Analysis and Presentation

Once you have all your data, you need to organize and understand it. That’s where data analysis
tools come in.
For this research, we used:
 Percentages (like 60% of buyers were happy)
 Pie charts (a circular chart divided into slices)
 Bar charts (bars representing values)
These tools help present complicated numbers in a simple, visual way so anyone can understand the
results.

3.4 Structure of the Questionnaire

The questionnaire is like a survey form you give people to fill out. Ours had different types of
questions:
 Direct Questions: Simple ‘yes’ or ‘no’ type questions
 Close-ended Questions: Where people pick one or more options from a list
 Multiple Choice Questions: Where they could pick multiple answers

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3.5 Sample Size
Sample size means how many people you include in your study. For this research, we surveyed 100
people who shop online. These people were chosen based on who was easily available and willing
to take part.

3.6 Sampling Technique

There are different ways to pick people for your survey. In this study, we used something called
Convenient Sampling. Convenient sampling means you ask people who are easy to reach — like
your friends, classmates, relatives, or anyone available online. This saves time and effort but might
not fully represent everyone.

3.7 Period of Study

This study wasn’t done overnight. It took about 3 months, from December 2021 to February 2022.
This time was used to:
 Prepare the questionnaire
 Collect responses
 Gather online reviews
 Analyze and present the data

3.8 Limitations of the Study

No research is perfect, and it’s honest to admit its weaknesses. Here are a few limitations we had:
 The study is based on only 100 people’s opinions, which might not reflect what everyone
feels.
 The data we collected was through structured questionnaires and online reviews. People
might not always answer truthfully or thoughtfully.
 The research mostly focuses on what people think, which can be different from what they
actually do when shopping.

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 CHAPTER - 4
DATA ANALYSIS & INTERPRETATION

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 DATA ANALYSIS AND INTERPRETATION

TABLE 1: Study on Consumer Behavior Towards Online Shopping — Age-wise

Breakdown
In this research about how people shop online, the team collected information from 100 people.
These people were asked questions about their online shopping habits, and the answers they gave
were carefully analyzed. One way the researchers organized this information was by dividing the
people based on their age groups.

Age-wise Classification of Respondents

The table below shows how many people from each age group took part in the study and what
percentage of the total they make up:

Age Group (in years) Number of People Percentage (%)

10-20 44 44%

21-30 47 47%

31-40 4 4%

Above 40 5 5%

Total 100 100%

AGE RESPONDANTS

10--20 21-30 31-40 Above 40

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What Does This Information Mean?
From the table above, we can clearly see:
 47 out of 100 people who responded were between 21 and 30 years old. That means almost
half the people in this study are young adults.
 The second largest group is those aged 10 to 20 years, with 44 people out of 100. This
shows that teenagers and young adults are also very active in online shopping.
 Only 5 people were older than 40 years and 4 people were between 31 and 40 years.
This tells us that most online shoppers who participated in this survey are below 30 years old. It
shows how popular online shopping is among young people today.

TABLE 2: Educational Qualification of People Who Shop Online

The research collected information from 100 people to find out what level of education they
had. This helps us understand which groups are more active in online shopping.

Educational Levels of Respondents

Here’s a simple table showing how many people belong to each education category:

Qualification Number of Respondents Percentage (%)

School Level 24 24%

Undergraduate (UG) 56 56%

Postgraduate (PG) 20 20%

Total 100 100%

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 Education Qualification of Respondents

School Level Under Graduate Post Graduate

What Does This Mean?

Looking at the table:
 56 people out of 100 are undergraduates, which means more than half of the online shoppers
surveyed are studying in college or have finished their undergraduate degrees. This group
makes up 56% of the total.

 24 people are school-level students, meaning they’re either in school or have a school-level
qualification. They represent 24% of the total.
 20 people are postgraduates, meaning they’ve completed higher studies like a master’s
degree. They make up 20% of the total.

TABLE 3: Marital Status of People Who Shop Online

As part of the research, the study also looked at the marital status of the 100 people surveyed. This
helps to understand whether single people, married people, or those in a relationship are more likely
to shop online.

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 Marital Status of Respondents
Here’s a simple table showing the number of people from each category:

Marital Status Number of Respondents Percentage (%)

In a Relationship 1 1%

Married 17 17%

Single 82 82%

Total 100 100%

MARITAL STATUS OF
RESPONDANTS
In Relationship Married Single

What Does This Mean?

From this table:
 82 out of 100 people are single, which makes up 82% of the total respondents. This shows that single
people are the most active online shoppers in this study.
 17 people are married, making up 17%. While not as many as the single’s, married people are also
using online shopping.
 Only 1 person is in a relationship (like dating but not married), which is just 1% of the total.

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TABLE 4: How Many People Always Shop Online?
In this part of the study, researchers asked people whether they always shop online or
not. This helps understand how many people regularly use online shopping for buying
things instead of going to a physical store.

Respondents Who Always Shop Online

Here’s a simple table showing the answers:

Response Number of Respondents Percentage (%)

Yes 71 71%

No 29 29%

Total 100 100%

RESPONSES

Yes
No

What Does This Mean?

From this table:
 71 out of 100 people said "Yes", which means 71% of the people surveyed
always shop online. That’s a large number, showing how popular online
shopping has become!
 29 out of 100 people said "No", meaning 29% do not always use online
shopping. They might prefer going to shops in person or use online shopping
only sometimes.

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TABLE 5: Do People Enjoy Shopping on the Internet?
In this part of the study, people were asked if they actually enjoy shopping online. This
question is important because it tells us not just how many people shop online, but how
many have fun while doing it!
Respondents Who Enjoy Online Shopping
Let’s look at the responses in a neat table:

Response Number of Respondents Percentage (%)

Yes 73 73%

No 27 27%

Total 100 100%

RESPONDENTS OF ENJOYING SHOPPING ON THE INTERNET

YES NO

What Does This Tell Us?

From the table:
 73 out of 100 people said "Yes", meaning 73% of people enjoy shopping online.
That means most people not only shop on the internet but actually have a good
time doing it!
 27 out of 100 people said "No", so 27% of people don’t enjoy online shopping.
They might prefer going to physical shops, or they might find online shopping
boring or risky.

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TABLE 6: How People Rate Their Experience with Online Shopping

In this part of the study, people were asked to rate their overall experience with online shopping.
This means how they felt after using online shopping websites — whether it was bad, okay, good,
or amazing.

Experience Ratings by Respondents

Here’s the information shown neatly in a table:

Experience Level Number of Respondents Percentage (%)

Poor 10 10%

Fair 26 26%

Good 42 42%

Excellent 22 22%

Total 100 100%

RESPONSE OF EXPERIENCE IN ONLINE SHOPPING

Poor Fair Good Excellent

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What Does This Mean?

 42 out of 100 people said their online shopping experience was “Good”. So, most people
had a positive experience.

 26 people said their experience was “Fair”, meaning it was average — not bad, not great.

 22 people rated their experience as “Excellent”, which means they were really happy with
online shopping.

 Only 10 people felt their experience was “Poor”, so a small group didn’t like it.

TABLE 7: Biggest Worries People Have About Online

Shopping
When people shop online, they sometimes worry about a few things. In this part of the study,
people were asked about their biggest concern while shopping online — meaning what makes
them feel unsafe or uncomfortable.

Concerns About Online Shopping (Survey Results)

Here’s a table to show the answers clearly:

Concern Number of Respondents Percentage (%)

Poor Internet Connection 16 16%

Breach of Personal Information 44 44%

Breach of Payment Details 40 40%

Total 100 100%

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 BIGGEST CONCERN OF RESPONDENTS
TOWARDS ONLINE SHOPPING

POOR INTERNET CONNECTION BREACH OF PERSONAL INFORMATION

BREACH OF PAYMENT DETAIL

What Does This Mean?

After looking at the data, we can easily understand:
 The biggest worry for most people (44 out of 100) is that their personal information
might get stolen when they shop online. This includes things like their name, address,
phone number, etc.
 The second biggest concern (40 people) is about a breach of payment details. This means
people worry that their card number or bank account details might get hacked or misused.
 Only 16 people said they were mostly worried about a poor internet connection while
shopping online. This shows that while internet speed matters, people care more about
their personal and payment safety.

TABLE 8: How Often Do People Shop Online?

In this part of the study, people were asked if they frequently buy things online.
“Frequently” here means doing it often — not just once in a while.

Do You Shop Online Frequently? (Survey Results)

Here’s a simple table to show what people answered:

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 Number of Percentage
Option
Respondents (%)

Yes (frequent buyers) 77 77%

No (not frequent
23 23%
buyers)

Total 100 100%

RESPONDENTS ON THE BASIS OF THEIR FREQUENT ONLINE PURCHASE

Yes No

What Does This Mean?

Looking at the data:
 77 out of 100 people said they frequently shop online. This means most of the
people in this study are regular online buyers who prefer buying things from
websites or apps.
 On the other hand, 23 people said they don’t shop online frequently. This could
be because they prefer going to physical shops or maybe they aren’t as
comfortable shopping online.

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 TABLE 9: Most Preferred Online Shopping Sites

In this part of the study, the respondents were asked to choose their most preferred
online shopping site. Here’s the breakdown:

Which Shopping Site Do You Prefer Most? (Survey Results)

Shopping Site Number of Responses Percentage (%)

Amazon.com 45 45%

Flipkart.com 35 35%

Snapdeal.com 20 20%

eBay.com 0 0%

Total 100 100%

RESPONSE OF MOST PREFERRED ONLINE SHOPPING SITE

Amazon.com Flipkart.com Snapdeal.com Ebay.com

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What Does This Mean?

Looking at the data:

 Amazon is the most popular shopping site, with 45% of people

choosing it as their favorite.

 Flipkart comes second, with 35% of respondents preferring it.

 Snapdeal is also a choice for some, as 20% prefer it.

 eBay didn’t get any votes in this study, showing it’s not a top
choice.

TABLE 10: Most Preferred Payment Mode for Online Shopping

In this part of the study, people were asked which payment method they liked to use the most when
shopping online. Here’s what they said:

Which Payment Method Do You Prefer? (Survey Results)

Payment Mode Number of Responses Percentage (%)

Card 16 16%

Cash on Delivery (COD) 68 68%

Internet Banking 16 16%

Total 100 100%

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 Responses Of Payment Mode

Card Cash on Delivery Net banking

What Does This Mean?

After looking at the numbers:
 A big 68% of people like to pay with Cash on Delivery (COD) — which means they only
pay when the product reaches their home.
 16% of respondents use a Card to make online payments.
 Another 16% prefer using Internet Banking to pay for their online orders.

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 CHAPTER 5.
LIMITATION, SUGGESTION
& CONCLUSION

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 LIMITATION

When we talk about online shopping, it’s not just about buying things on the internet. It’s also about
understanding why people buy certain things, how they make decisions, and what influences their
choices. This is what we call consumer behavior in e-commerce.
This topic is super important for online businesses because knowing how customers think and act
helps companies improve their services, create better offers, and make customers happy. In this
study, several things were looked at — like what makes people trust online stores, what worries
them, and which sites they like best.

What is Consumer Behavior in Online Shopping?

It’s basically the study of how people act when they shop online — what they like, what makes
them hesitate, and what encourages them to buy. It covers things like how people browse websites,
how long they take to decide, what products catch their attention, and what payment methods they
choose.
Companies use this information to improve their services and make sure customers enjoy their
shopping experience. Big names like Amazon, Netflix, Alibaba, and Walmart study customer
behavior carefully to personalize what they show you and earn your trust.

How Online Shopping Has Changed the Retail World

Thanks to technology, shopping has completely changed. Before, you had to visit physical stores.
Now, with a few taps on your phone, you can buy almost anything and have it delivered to your
door. Because of this, businesses need to pay attention to what people want online.
The online world is different because people act differently on the internet compared to physical
stores. Some browse for fun, some compare prices, while others shop late at night. Understanding
these patterns helps businesses decide when to post offers, what products to advertise, and which
payment options to offer.

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How Big Brands Use Consumer Behavior
Companies like Amazon and Netflix track what you like, what you watch, and what you buy. They
suggest products or movies based on your history. This makes you feel like the app or website
understands you, which keeps you coming back.
For example, Netflix recommends shows based on what you’ve already watched. Amazon suggests
products you might need next. This is done by studying consumer behavior carefully.

Challenges in Understanding Online Consumer Behavior

Of course, studying consumer behavior isn’t always easy. There are problems too:
 Data Privacy: People worry about how their personal data is used and whether it’s safe
online.
 Too Much Information: With so many options and ads, people can get overwhelmed.
 Changing Tastes: What customers like today might change tomorrow.
These issues make it tough for companies to keep up and stay relevant.

What’s Coming Next in E-Commerce

The future of online shopping is exciting. Here’s what might happen:
 Augmented Reality (AR): Soon you might try on clothes or see furniture in your room
using your phone before buying.
 More Customization: Websites will show you only what you like.
 Blockchain: This will make online payments safer.
 Eco-Friendly Shopping: More people are now choosing brands that care about the
environment.
These trends will change the way we shop and what we expect from online stores.

Limitations of Traditional Marketing (Old-School Ads)

Now, let’s talk about Traditional Marketing — things like newspaper ads, TV commercials, and
radio jingles. These methods are still around but have their problems:
High Costs
Advertising on TV or newspapers is expensive, especially for small businesses. Not every brand can
afford it.
Limited Targeting
You can’t easily control who sees your ad. For example, a toy ad might appear in a newspaper read

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mostly by adults, which means wasted money.
Hard to Measure Results
It’s tough to know how many people actually saw your ad and if it worked. You can’t track it like
you can with online ads.
One-Way Communication
Traditional marketing only delivers a message to people without asking for their opinions. There’s
no direct feedback like comments or reviews.
Hard to Change Once It Starts
If a campaign doesn’t work, you can’t easily stop a newspaper ad or TV commercial.
Limited Reach for Specific Groups
It’s good for a general audience but not for niche groups like gamers or K-Pop fans.
Physical vs. Digital
Printing flyers or magazines costs a lot. Plus, they can’t be shared as easily as a digital post.

Limitations of Digital Marketing (Modern Online Ads)

Now, let’s talk about Digital Marketing — things like social media ads, email newsletters, and
Google ads. These are popular, but they have their own problems too:
Needs Internet Access
People without internet won’t see digital ads. So, it misses out on those audiences.
Ad Fatigue
People see too many online ads every day. After a while, they ignore them, and brands find it harder
to stand out.
Requires Tech Skills
To run good online ads, you need to know how websites and platforms work, which can be tricky
for beginners.
Too Much Competition
Every business wants to be seen online. It’s crowded, and being noticed is tough.
Privacy Issues
People worry about how their personal info is collected online. This affects how much they trust
online ads.
Misleading Metrics
Not every number in digital marketing tells the full story. High clicks don’t always mean more
sales.

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 SUGGESTION

Suggestions for Improving Online Shopping

Based on the study about how people behave while shopping online, here are some ideas that could
help make online shopping even better for customers:

 Offer More Competitive Prices

A lot of people shop online because they believe they’ll get a better deal than in stores. If online
shopping websites give more discounts, offers, or special deals, it can attract more people to buy
from them. Competitive pricing means offering products at a price better or equal to what other
stores are offering — and it can really grab people’s attention.

Example: If a mobile phone costs ₹10,000 in one online store but ₹9,500 in another, most people
will pick the cheaper one. So, having better prices makes a big difference.

 Improve Online Payment Security

One big worry people have while shopping online is the safety of their personal and bank details.
Many people are scared that their card information or passwords might get stolen. To fix this,
online websites should use stronger safety measures like secure payment gateways, two-step
verification, and letting customers know their information is safe.

Example: Adding a message like “Your payment is 100% secure” during checkout or sending a
confirmation code to a registered mobile number can make customers feel safe.

 Give More Attractive Offers and Discounts

Everyone loves a good deal. Special sales, festive discounts, free delivery, buy-one-get-one-free
deals, and coupon codes can make people more excited to shop online. These offers not only bring
in new customers but also encourage old customers to return.

Example: A site giving a 50% discount during a New Year Sale is likely to get more buyers than
one without any offers.

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  Stop the Delivery of Duplicate Products

Sometimes customers receive fake or duplicate products instead of the original ones they ordered.
This can spoil their trust in online shopping. Online sellers should carefully check products before
sending them out and only deal with trusted sellers and brands.

Example: If someone orders a branded watch but gets a cheap copy instead, they’ll probably stop
using that website. This problem needs to be avoided.

 Reduce the Delivery of Damaged Products

Another common complaint is receiving broken, scratched, or faulty items. Online stores should
improve their packaging and double-check the products before sending them to customers. Quick
and easy return policies should also be available if someone receives a damaged product.

Example: If a customer gets a cracked phone screen upon delivery, it creates a bad experience.
Better packing and careful handling can prevent this.

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 CONCLUSION

After completing this project on consumer behavior towards online shopping, it has become
clear that while people are generally interested in shopping online, they are only partially
satisfied with the overall experience. The convenience of online shopping cannot be denied. It
saves time, offers a huge range of products, and allows people to shop anytime, anywhere. Yet,
despite these benefits, several problems still exist that prevent customers from being fully happy
with online shopping services. Many customers feel uneasy about the possibility of online
frauds, which involves risks like payment scams, fake products, and misuse of personal
information. If e-commerce platforms can successfully address these issues by making online
transactions safer and improving the delivery process, they could greatly increase the trust people
place in their services. Customers have made it clear through this study that what they want most
are fast deliveries of high-quality products, a wide range of options, and reasonable, competitive
prices. More improvements in these areas would definitely attract more people to online
shopping and boost their overall satisfaction.

This study also highlighted the importance of understanding consumer behavior when it comes
to online shopping. Consumer behavior refers to the way people think, feel, and act when
deciding what to buy, where to buy it from, and how they choose between different products and
brands. In this research, several aspects of consumer behavior were explored, including the
reasons people choose to shop online, the problems they face, and the kinds of services they
expect. The results showed that online shopping has become a central part of modern life,
especially for younger people between the ages of 10 and 30, many of whom are students or
early-career professionals. Most of the respondents agreed that they enjoyed online shopping
because it saved them time and effort, letting them avoid crowded stores and long checkout lines.
Among the many online platforms available, Amazon was found to be the most popular, with a
significant number of respondents preferring cash on delivery as their payment method. This
shows that while people enjoy online shopping, there is still some hesitation when it comes to
trusting online payment systems completely.

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Security concerns were also one of the major issues brought up by respondents. Around 44% of
customers said they worried about the security of their personal information while shopping
online. This is an important finding because it shows that while people are willing to shop online
for convenience, they still fear the risks involved, such as identity theft and credit card fraud.
This fear is one of the reasons why many customers continue to choose cash on delivery rather
than online payments. Other key reasons people preferred online shopping were the ability to
save time, access to the latest products, and the availability of discounts and attractive offers.
However, slow or unreliable delivery services and concerns about receiving damaged, wrong, or
duplicate products continue to disappoint customers, leading to partial satisfaction with online
services.

Another major lesson from this study is the role of consumer behavior research in helping
businesses improve their services. When companies carefully study the patterns, habits, and
preferences of their customers, they can make smarter business decisions. For example, knowing
that young people prefer cash on delivery or worry about personal information security allows
companies to find better ways to serve these customers. This is exactly what big companies like
Amazon, Netflix, Alibaba, and Walmart do. They track and study how customers browse, what
they buy, and how often they shop to offer more personalized recommendations, discounts, and
services. By doing so, these companies build trust with their customers and keep them coming
back. Consumer behavior data helps businesses improve product quality, delivery speed,
payment options, and customer support.

The study also looked at global differences in online shopping habits. One interesting
observation was that although it was once believed that men shop online more than women, this
is no longer true. The difference in online shopping habits between men and women has
narrowed, with both genders actively using e-commerce platforms. In some cases, men’s product
reviews were more positive, while women tended to be more critical, particularly about product
appearance. This highlights the importance of product presentation and quality, especially when
it comes to items like shoes and clothing. Additionally, it was found that people in countries with
lower incomes, like China, often gave higher satisfaction ratings than those in wealthier
countries like the UK. This may be because people in lower-income countries have lower
expectations for services, and when a company delivers on promises like fast delivery or good
product quality, it impresses them more easily. In contrast, consumers in wealthier countries,
who are used to higher service standards, are harder to impress.

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Another important point raised in the study was how technology has changed the way people
shop. As technology improves and more people get access to the internet, expectations for faster
and better services also rise. In places like China, where rapid technological growth has taken
place in recent years, consumers have seen major improvements in delivery services and product
availability. This makes them more appreciative of these advancements compared to shoppers in
places like the UK, where high-quality service has long been the standard. This difference in
expectations and satisfaction levels also affects how people rate their online shopping
experiences and what they value most. In fast-growing economies, besides product quality and
design, efficiency in terms of delivery and customer service has become a key factor in ensuring
customer satisfaction.

In conclusion, this study has made it clear that while online shopping has become a daily habit
for many people, especially younger generations, there is still plenty of room for improvement.
Businesses must pay attention to the needs and concerns of their customers and use consumer
behavior research to guide their decisions. As technology continues to evolve, so will the
expectations of consumers. Companies that listen to their customers, adapt to changing
preferences, and offer safe, efficient, and affordable services will be the ones to succeed in the
competitive world of online shopping. This study not only benefits online retailers but also
provides valuable knowledge for students, young professionals, and anyone interested in how
modern business and technology work together to shape the way people shop today.

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 REFERENCE

1. Kotler, Philip, and Armstrong, Gary. "Principles of Marketing." Pearson Education,

2022.

2. Chaffey, Dave, and Ellis-Chadwick, Fiona. "Digital Marketing: Strategy, Implementation

and Practice." Pearson Education, 2019.

3. Ryan, Damian, and Jones, Calvin. "Understanding Digital Marketing: Marketing

Strategies for Engaging the Digital Generation." Kogan Page, 2022.

4. McCarthy, Jerome, et al. "Basic Marketing: A Marketing Strategy Planning Approach."

McGraw Hill, 2020.

5. Sahay, Debra, and Roberts, Mary Lou. "Internet Marketing: Integrating Online and
Offline Strategies." Cengage Learning, 2020.

6. Deighton, John, et al. "Digital Marketing: A Guide to Marketing in Today's Digital

World."

7. Jobber, David, and Ellis-Chadwick, Fiona. "Principles and Practice of Marketing."

McGraw Hill”

8. Hollensen, Svend. "Global Marketing: A Decision-Oriented Approach." Pearson

Education, 2020.

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 ANNEXURES

QUESTIONNAIRE CODE NO.

ASIAN SCHOOL OF BUSINESS
Sector 125, Noida, Plot A2, Block A, and
Uttar Pradesh 201303.

ANNEXURES:

Q1. NAME

Q2. Gender
o Male
o Female
o Other:

Q3. What is your age?

o Below 18
o 18 – 25
o 26 – 35
o 36 – 45
o 45 +

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Q4. What is your current role?
o Student
o Medical Professional
o Job
o Business
o Unemployed

Q5. What is your Monthly Income?

o Below Rs. 10,000

o Rs.10,000 – Rs.25,000
o Rs.25,000 – Rs.40,000
o Rs.40,000 +

Q6. How often do you Shop online?

o Daily
o Weekly
o Monthly
o Occasionally
o Never

Q7. Preferred E-commerce Platform

o Amazon
o Flipkart
o Myntra
o Meesha
o Ajio
o Nika
o Others(please specify)

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Q8. Types of products purchased online:(select all that apply)
o Electronics
o Clothing & Accessories
o Groceries
o Beauty & Health products
o Home Decor
o Books
o Others

Q9. Preferred Payment Methods

o UPI
o Debit/Credit card
o Cash on delivery
o Digital wallets(e.g., Paytm, Ponape)

Q10. Have you ever abandoned an online shopping cart?

o Yes
o No

Q11. Have you ever made a purchase influenced by a social media

advertisement?
o Yes
o No

Q12. Have you ever participated in a flash sale or limited -time deal?
o Yes
o No

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Q13. How likely are you to buy a product because of online reviews?
o Very likely
o Somewhat likely
o Neutral
o Unlikely
o Not at all

Q14. Which device do you usually use for online shopping?

o Mobile phone
o Desktop/Laptop
o Tablet
o Smart Tv

Q15. Are you Loyal to any Specific Brand While Shopping Online?
o Yes
o No

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 Plagiarism Checker X – Report

Originality Assessment

4%
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Date: Apr 25, 2025 (11:59 AM) Remarks: Low similarity Verify Report:
Matches: 474 / 10762 words detected, consider making Scan this QR Code
Sources: 30 necessary changes if needed.

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