International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)
Impact Factor: 4.675, ISSN (Online): 2456 - 3145
(www.dvpublication.com) Volume 2, Issue 2, 2017
CUSTOMER PERCEPTION TOWARDS ONLINE SHOPPING
WEBSITE
K. Vanitha* & Dr. M. Prakash**
* Research Scholar (Full Time), Department of Commerce, Kaamadhenu Arts &
Science College, Sathyamangalam, Tamilnadu
** Assistant Professor & Head, Department of Commerce CA, Kaamadhenu Arts & Science College,
Sathyamangalam, Tamilnadu
Cite This Article: K. Vanitha & Dr. M. Prakash, “Customer Perception Towards Online Shopping Website”,
International Journal of Interdisciplinary Research in Arts and Humanities, Volume 2, Issue 2, Page Number
48-52, 2017.
Abstract:
Online shopping is defined as the process a customer takes to purchase a service or product over the
internet. In other words, a consumer may at his or her leisure buy from the comfort of their own home products
from an online store. The main objective is to study the consumer’s expectation towards online shopping and to
study about the customer’s opinion towards the problems in online shopping. For this a sample of 81 was
collected from the respondents were percentage analysis, chi-square analysis and one way Anova were used as
tools to analyse the data and the conclusion is that The frequency of shopping online by the customers was made
during heavy discount period and the companies can try to increase the frequency of providing more discounts
so that the volume of trade can be increased and it leads to increase in customer base for the companies. The
companies need to keep everything on your site up to date. If they have a blog it needs to be updated regularly,
they should feature new and popular products and replace them when they have new items to discover.
Key Words: Online Shopping, Expectation & Popular Products
Introduction:
Online shopping is the process whereby consumers directly buy goods or services from a seller in real-
time, without an intermediary service, over the Internet. It is a form of electronic commerce. An online shop, e-
shop, e-store, Internet shop, web shop, web store, online store, or virtual store evokes the physical analogy of
buying products or services at a bricks-and-mortar retailer or in a shopping center. The process is called
business-to-consumer (B2C) online shopping. When a business buys from another business, it is called
business-to-business (B2B) online shopping. The study is about analysing the customer perception towards
online shopping at local online shopping website. It is a marketing concept that encompasses a customer's
impression, awareness and/or consciousness about a company or its offerings. Customer perception is typically
affected by advertising, reviews, public relations, social media, personal experiences and other channels.
Objectives:
To study the consumer’s expectation towards online shopping.
To compare the customer preference to purchase online and dimensions related to online shopping
To know the perception of customers towards online shopping.
To suggest the companies about perception of customers towards online shopping
Scope of the Study:
E-commerce creates new opportunities for entrepreneurial start-ups. Ease of Internet access, Safe and
secure payment modes coupled with aggressive marketing by E-Commerce Giants has revolutionized this
segment. Rapid development in mobile technology has given way to Mobile Commerce with many E-
Commerce companies shifting to App only model. The main scope of the study is that it will be helpful for the
companies to maintain their quality of service based on customers in future period of time.
Review of Literature:
Weber, K. and Roehl, W. S. (1999)1, conducted a study on those who search for or purchase travel
products through on-line with the age group of 26 to 55 years. Results on the basis of the study concerns about
credit card security, evaluation of product quality, and privacy issues are the main problems faced while on-line
purchase of travel products, were made.
Vellido et al. (2000)2, pointed out in his research, that there are nine factors associated with user’s
perception of online shopping. Among those factors the risk perception of users was demonstrated to be the
main discriminator between people buying online and people not buying online. Other discriminating factors
were control over, and convenience of, the shopping process, affordability of merchandise, customer service and
ease of use of the shopping site.
Research Methodology:
Reliability and Validity:
Area of the Study: The survey was conducted with customers who shop online in Coimbatore City.
Sampling Design: As the study is based on customers the samples don’t have criteria and for this purpose
convenience sampling is used for the research.
Data Sources: The study used both primary data and secondary data.
48
International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)
Impact Factor: 4.675, ISSN (Online): 2456 - 3145
(www.dvpublication.com) Volume 2, Issue 2, 2017
The primary data was collected through field survey in the study area. First- hand information’s
pertaining to the benefits derived and the various competencies encountered were collected from 30 customers
to know about activities towards project management.
Tools Used for Collection of Data: Frequency analysis, ANOVA and Descriptive statistics.
Analysis and Interpretation:
Frequency Percent
Yes 53 65.4
Preference to Purchase online No 28 34.6
Total 81 100.0
Online Grocery Retailer 44 54.3
Willing to access the online Grocery
Supermarket Store 37 45.7
within their premise
Total 81 100.0
Out 81 respondents 65.4% said they purchase online, 34.6% said they won’t purchase online. It shows that most
of the respondents have preference to purchase online. 54.3% said they are willing to access online grocery
retailer and 45.7% said they are willing to access super market store. It shows that most of the respondents are
willing to access the online grocery within their premise.
Willing to Have Access Towards Various Aspects:
Frequency Percent
Online 34 42
Willing to have access towards groceries Super Market 47 58
Total 81 100
Online 33 40.7
Willing to have access towards organic farm
Super Market 48 59.3
products
Total 81 100
Online 29 35.8
Willing to have access towards dairy Products Super Market 52 64.2
Total 81 100
Online 37 45.7
Willing to have access towards Beverages Super Market 44 54.3
Total 81 100
Online 28 34.6
Willing to have access towards Fruits &
Super Market 53 65.4
Vegetables
Total 81 100
Online 46 56.8
Willing to have access towards Household Super Market 35 43.2
Total 81 100
Online 47 58
Willing to have access towards health and
Super Market 34 42
personal care
Total 81 100
Online 43 53.1
Willing to have access towards spices & masala Super Market 38 46.9
Total 81 100
Online 36 45.6
Willing to have access towards Snacks Super Market 44 54.3
Total 81 100
Online 35 43.2
Willing to have access towards Staples pules &
Super Market 46 56.8
seed, grains
Total 81 100
Online 45 55.6
Willing to have access towards baby care Super Market 36 44.4
Total 81 100
Online 41 50.6
Willing to have access towards dry fruits Super Market 40 49.4
Total 81 100
Online 29 35.8
Willing to have access towards frozen products
Super Market 52 64.2
49
International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)
Impact Factor: 4.675, ISSN (Online): 2456 - 3145
(www.dvpublication.com) Volume 2, Issue 2, 2017
Total 81 100
Online 23 29.6
Willing to have access towards ice cream Super Market 57 70.4
Total 81 100
Interpretation:
The above table shows about willing to have access towards groceries were out 81 respondents 42%
have willing to have access towards groceries through online and 58% have willing to have access towards
groceries through super market. It shows that most of the respondents are willing to have access towards
groceries through super market. Most of the respondents have access towards organic farm products through
super market. Most of the respondents have access towards dairy products through super market. Most of the
respondents have access towards beverages, snacks, staples pules & seed, grains and fruits, frozen products, ice
cream & vegetables with super market. Most of the respondents have access towards household, health, baby
care, dry fruits and personal care, spices & masala with online.
One Way Anova:
Comparison Between Preference to Purchase Online and Dimensions Related to Online Shopping
Descriptives:
H0: There is no significant relationship between preference to purchase online and dimensions related to online
shopping
H1: There is a significant relationship between preference to purchase online and dimensions related to online
shopping
N Mean Std. Deviation F Sig
Yes 53 3.1226 .78235
Facing problems while purchasing
No 28 3.1607 .57015 .052 .821
online
Total 81 3.1358 .71266
Yes 53 3.9681 .70192
Perception towards privacy with
No 28 3.3693 .81845 11.875 .001
reference to online grocery shopping
Total 81 3.7611 .79275
Yes 53 4.1192 .55462
Perception towards security with
No 28 3.6914 .81606 7.797 .007
reference to online grocery shopping
Total 81 3.9714 .68310
Yes 53 3.6151 .80715
Perception towards time saving with
No 28 3.3950 .73469 1.447 .233
reference to online grocery shopping
Total 81 3.5390 .78532
Yes 53 3.7530 .82161
Perception towards convenience with
No 28 3.4107 .80281 3.230 .076
reference to online grocery shopping
Total 81 3.6347 .82652
Yes 53 3.8523 .64364
Perception towards price with
No 28 3.6964 .73710 .971 .328
reference to online grocery shopping
Total 81 3.7984 .67691
Yes 53 3.7547 .64018
Experience and expectation with online
No 28 3.6400 .76697 .512 .476
shopping based on culture
Total 81 3.7151 .68406
Yes 53 3.9423 .71751
Experience and expectation with online
No 28 3.6075 .69115 4.089 .047
shopping based on product
Total 81 3.8265 .72216
Yes 53 3.7706 .62550
Experience and expectation with online
No 28 3.3346 .77502 7.522 .008
shopping based on promotion
Total 81 3.6199 .70750
Experience and expectation with online Yes 53 3.9340 .71413
5.417 .023
shopping based on delivery No 28 3.5179 .85507
50
International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)
Impact Factor: 4.675, ISSN (Online): 2456 - 3145
(www.dvpublication.com) Volume 2, Issue 2, 2017
Total 81 3.7901 .78607
Yes 53 2.4608 .29626
Preference to shop online for various
No 28 2.3971 .33839 .765 .384
reasons
Total 81 2.4388 .31085
Interpretation:
The above table shows about the relationship between preference to purchase online and dimensions
related to online shopping. It depicts that majority of the people don’t face problems while purchasing online,
the respondents who have perception towards privacy, time saving, convenience, price with reference to online
grocery shopping, experience and expectation with online shopping based on culture, experience and
expectation with online shopping based on product, experience and expectation with online shopping based on
promotion and preference to shop online for various reasons have preference to purchase online.
Chi Square Analysis:
Willing to Access the Online Grocery Within their Premise * Facing Problems While Purchasing Online:
H0: There is no significant relationship between willing to access the online grocery within their premise and
facing problems while purchasing online
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.268a 13 .752
Interpretation:
The above table shows about the relationship between willing to access the online grocery within their
premise and facing problems while purchasing online were the level of significance is at 0.752 which is greater
than 0.05. It reveals that there is no significant relationship between willing to access the online grocery within
their premise and facing problems while purchasing online.
Findings:
Most of the respondents have preference to purchase online.
Maximum of the respondents are willing to access the online grocery within their premise.
Most of the respondents are willing to have access towards groceries through super market. Maximum
of the respondents have access towards organic farm products through super market.
Most of the respondents have access towards dairy products through super market and Most of the
respondents have access towards beverages, snacks, staples pules & seed, grains and fruits, frozen
products, ice cream & vegetables with super market.
Maximum of the respondents have access towards household, health, baby care, dry fruits and personal
care, spices & masala with online.
Most of the respondents spend more than Rs.2000 per month.
Maximum of the respondents are purchasing more than 5 times.
Most of the respondents are purchasing more than 5 times.
Maximum of the respondents are willing to pay below Rs 750 Delivery fee Rs 30 will be apply.
Most of the respondents are buying for 30 minutes.
Suggestions:
The companies related to online shopping can promote their brand and products related with them more
with male persons who are unmarried as they are using they are using the websites more when compared to
other persons based on the study. More advertisements can be given through social media as most of the persons
who are working in private organisations use the company’s website to purchase a lot.
Conclusion:
The conclusion is that the companies need to keep everything on your site up to date. If they have a
blog it needs to be updated regularly, they should feature new and popular products and replace them when they
have new items to discover.
References:
1. Weber K. and Roehl, W. S. “Profiling People Searching For and Purchasing Travel Products on the
World Wide Web”, Journal of Travel Research, Vol 37, February -1999, pp 291-298.
2. Vellido, A., P.J.G. Lisboa, and K. Meehan, "Quantitative characterization and prediction of on-line
purchasing behavior: A latent variable approach," International Journal of Electronic Commerce, Vol.
4, 2000, pp 83- 104.
3. Jarvenpaa, S.L., N. Tractinsky, M. Vitale, “Consumer Trust in an Internet Store,” Information
Technology and Management, Vol. 1, 2000, pp 45-71.
4. Bhatnagar, A., Misra, S., & Rao, H. R. “On risk, convenience, and Internet shopping behavior”,
Communications of the ACM, 43(11), 2000, pp 98- 105.
51
International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)
Impact Factor: 4.675, ISSN (Online): 2456 - 3145
(www.dvpublication.com) Volume 2, Issue 2, 2017
5. Lohse, G.L., Bellman S. and Johnson, E. J., “Consumer Buying Behavior On The Internet: Findings
from Panel Data”, Journal of Interactive Marketing, Vol.14, No. 1: 15-29, 2000.
6. Dr Panicos Georgiades, Dr Johann duPreez, Dr Bill Dowsland and Dr Antonis Simintiras, “Attitudes
toward On-line Purchase Behavior: Comparing Academics, Students and Others” European Business
Management School, UK Working Paper EBMS/2000/4
7. Armstrong G, Kotler P, Marketing Paper presented at the 5th ed., Prentice-Hall, Englewood Cliffs,
2000, pp. 153-154.
8. Goldsmith, R. E., Bridges, E.: E-tailing vs. Retailing: Using Attitudes to redict Online Buyer Behavior.
Quarterly Journal of Electronic Commerce 1, 3 (2000): 245-253.
9. David M. Szymanski and Richard T. Hise, “E-satisfaction: an initial examination” Journal of Retailing,
Texas A&M University College Station, Volume 76, Issue 3, 3rd Quarter 2000, pp 309-322.
10. Baveja, S, Rastogi, S., Zook, C., Hancock, R. S., & Chu, J,”The value of online customer loyalty and
how you can capture it”, Research Brief, Bain Consulting, 2000.
11. K. Veerakumar (2016) article titled “A Research on Quality Factors Influencing Online Shopping”
International Journal of Engineering Research and Modern Education, Vol-I, Issue-II, July – 2016.
P.No.1-5.
52
