A PROJECT

REPORT ON
A Study On Consumer Buying Behaviour
Towards Online Shopping: An Empirical
Study With Reference To
OneFitplusPowered By Shoora Retails,
Raipur
SUBMITTED

SHRI RAWATPURA SARKAR UNIVERSITY

rAIPUR, CHHATTISGARH, INDIA

MASTER OF BUSINESS ADMINISTRATION

GUIDED BY: SUBMITTED BY:

AYUSH CHANDRAKAR
Dr. Nikita Dholakia MBA IVTH Sem
Dean Roll No. SRU21FM02025
( Faculty of Commerce and
Enroll No. SRUAB1211
Management )

SHRI RAWATPURA SARKAR UNIVERSITY RAIPUR CHHATTISGARH

NEAR SADANI DARBAR MANA RAOD , 492015
SESSION 2021-22
 DECLARATION BY THE CANDIDATE

I the undersigned solemnly declare that the report of the thesis work entitled A
Study On Consumer Buying Behaviour Towards Online Shopping: An
Empirical Study With Reference To OneFitplusPowered By Shoora Retails,
Raipur” is based my own work carried out during the course of my study under
the supervision of Dr. Nikita Dholakia GUIDE.

I assert that the statements made and conclusions drawn are an outcome
of the project work. I further declare that to the best of my knowledge and belief
that the report does not contain any part of any work which has been submitted
for the award of any other degree/diploma/certificate in this University of India
or any other country

Student Name ANSHU SHUKLA Signature

Roll No. SRU21FM02025

Roll No.

------------------------------------
(Signature of the HOD)

Department of Management
Shri Rawatpura Sarkar University
Raipur, Chhattisgarh, india

2|Page
 CERTIFICATE BY THE EXAMINERS

The Thesis entitled A Study On Consumer Buying Behaviour Towards

Online Shopping: An Empirical Study With Reference To
OneFitplusPowered By Shoora Retails, Raipur” submitted by ANSHU
SHUKLA bearing Roll Numbers : SRU21FM02025 with Enrollment Numbers :
SRUAB1211 respectively. The project work is carried out under my guidance and
supervision for the Master of Business Administration of Shri Rawatpura
Sarkar University, Raipur (C.G.).

------------------------------ ------------------------------
Internal Examiner External Examiner
Date: Date:

3|Page
 ACKNOWLEDGEMENT

I express my sincere thanks to my guide Mrs. Nikita Dholakia, Assistant

Professor Department of Commerce and management , Shri Rawatpura Sarkar
University, Raipur (C.G.) for her valuable guidance, suggestions and help required
for executing the project work time to time. Without her direction and motivation,
it would have been nearly impossible for me to achieve the initial level of target
planned.

I am further indebted to Mrs. Nikita Dholakia, Head of Department,

Commerce and management and my family members for their moral support at
every step.

Student Name ANSHU SHUKLA Signature

Roll No. SRU21FM02025

Shri Rawatpura Sarkar University, Raipur (C.G.)

Raipur, Chhattisgarh, India

4|Page
 Table of content
Contents Page No
Declaration by the student 2
Certificate from the Company/Organization 3
Certificate by the Internal Guide 4
Certificate by the Examiners 5
Acknowledgement 6
Table of content 7
Chapter 1. Introduction to the study 8
1.1 Research Background 9
1.2 Contributions 13

Chapter 2. Company Profile 15

2.1 About the company 16
2.2 The relation of work done in 18
your study to the company

Chapter 3. Literature Review 19

3.1 Related to the work done in 20
your study

Chapter 4. Research Methodology 23

4.1 Objectives 24
4.2 Research Plan 24
4.3 Sampling Plan 25
4.4 Data Collection and Descriptive Statistics 26

Chapter 5. Data Tabulation , Analysis 27

and Results
5.1 Type of Analysis used and Why 28
5.2 Results of the Analysis 28

Chapter 6. Findings of the Study 41

Chapter 7. Recommendations 46
Chapter 8. Limitations 48
Chapter 9. Conclusions 50
References 53
Appendices: 59
I Questionnaire Used

1
 CHAPTER 1
INTRODUCTION TO THE
STUDY

2
1.1 Research Background

Government Sector, Engineering Sector, etc. then how can the ―GARMENT SHOP‖ become
backward. Each and every person wants to look like a hero and heroine. As the fashion takes
place, they want to wear more fashionable cloths. In movies actor and actresses are wearing
different types of dresses and sarries. Every person wants to look like them. With the increase in
fashion every person want to wear that type of cloths. Some people purchase cloth material and
visit at the tailor shop for stitching the dresses they like. But it takes too much time. Fashion is
growing up day to day.

GARMENT SHOPs are opened. People are satisfied from GARMENT SHOP and people also
save their valuable time. GARMENT SHOP provides better design dresses to customers. With
the change in the trend in fashion market Readymade Garment have become very popular. Most
of the people used to wear GARMENT SHOP have become very popular. Most of the people
used to wear Readymade Garment in case of time saving activity. Especially ladies have taken
very much interest in new designs and fashionable garments. New fashion designers made new
trend designs to attract customers and mostly to female customers. They like to wear new fashion
cloths or new look of garment. There are various types of dresses which are very reasonable to
general or ordinary people. Readymade Garment Company like as Nain See Private Ltd.,
Saujnya Dresses, Ashika Sarries and Dresses, Garden Dresses, Damini Sarries and Salwar Suit,
etc. makes garment very attractive and it gives it special effect to that garment or dresses to be
very attractive. There work of various types of stitches like ―Kashmiri Buta, Kunadan Work or
Jardari Work is become very famous in new trend. There are various other companies are also
work to give better quality product.

In recent years many people are interested in wearing Readymade cloths and specially ladies
have most interest in that type of cloths so when the researcher is a lady it takes too Online
shopping is the easy solution for busy life in today‘s world. In the past decade, there had been a
massive change in the way of customer‘s shopping. Despite consumers‘ continuation to buy from
a physical store, the users or buyers feel very convenient to online shopping. Online shopping
saves crucial time for modern people because they get so busy that they cannot or unwilling to
spend much time shopping.

3
In the twenty-first century, trade and commerce have been so diversified that multichannel has
taken place and online shopping has increased significantly throughout the world (Johnson,
Gustafsson, Andreassen, Lervik, & Cha, 2001). Globally, e-commerce constituted about 2.29
trillion dollar market (John, 2018) and expected to reach 4 trillion dollar by 2020
(eMarketer, 2016) due to the double-digit worldwide growth in sales (15%) and order (13%)
(eMarketer, 2018) in all sorts of e-commerce such as business-to-business (B2B), business-to-
consumer (B2C) (Zuroni& Goh, 2012).

Asia Pacific region is leading the growth of online shopping as compared to the mature market
such as the US, UK, Japan and European Countries. The Asia Pacific recorded massive growth,
especially in China. In 2016, Asia Pacific region made about $1 trillion in online sales and
majority came from China constituting about $899 billion (eMarketer, 2016). According to
NASSCOM, despite COVID-19 challenges/disruptions, India's e-commerce market continues to
grow at 5%, with expected sales of US$ 56.6 billion in 2021. With more and more consumers
become increasingly familiar with the Internet and its benefit, online shopping is becoming
popular and getting preference among a group of consumers seeking better value proposition
regarding information, convenience, cost, choice. Like other young Asian citizens, youngsters in
India are experimenting with new ways of shopping that have led to the popularity and growth of
online shopping in India.

Unlike a physical store, all the goods in online stores described through text, with photos, and
with multimedia files. Many online stores will provide links for much extra information about
their product. On the other hand, some online consumers are an adventurous explorer, fun seeker,
shopping lover, and some are technology muddler, hate waiting for the product to ship.
Consequently, online consumer behavior (user action during searching, buying, using products)

became a contemporary research area for an increasing number of researchers to understand this
unique nature of online shopping.

The primary goal of a business is to offer product and services that best serve their consumer
needs. A business which fulfills the customer needs with satisfaction very well is more
successful than its competitors as satisfied buyers tend to make a repetitive purchase. Moreover,
in India, online shopping has been evolving fast and has the potential to grow exponentially in
time to come, as Internet penetration reaches far and wide across the rural areas. However, it is

4
also true that Indian people are traditionally conservative in their approach to shopping due to
modernization and fast-paced life, dependence on online shopping will increase. Thus, the
purpose of this study is to understand the consumer behavior towards online shopping, their
liking, disliking, and satisfaction level.

1.2 SELECTION OF THE PROJECT

The best topic for the research is one which arises from the researchers own curiosity.
He can handle a topic in which he is really interested well than the one suggested by someone
else. The researcher who is prompted by scientific curiosity may be interested in some
general subject matter about which little is known. And when there is a lady researcher for
the topic like ladies cloths, the topic becomes very interesting and gives best results.
It is said that ‗select a project which will bring out improvement in the present status
of an activity‘. Moreover such improvement should be quantifiable. It means that it should be
able to point out how much time, money and other resources can be saved or how much
enhancement in sales, production, efficiency and productivity can be achieved through the
implementation and suggestions and solutions.
The subject matter of the project should be such that it has underlying management
principles and theoretical framework on the basis of what data can be collected, analyzed and
arguments can be developed. The project idea should be such that it should be applicable in
other similar situations like the development of the idea, proving or disapproving of
hypothesis and methodology. The project should not be so exclusive that its principals have
no other application. The project work should be based on personnel hunch.
The selection of the topic is very important job for the researcher. In today‘s
competitive world employment is emerging great problem. There are various causes
responsible for increasing unemployment. Some of them are even increasing population
computerization and automation. Thus in today‘s world self employment is one of the best
opportunity. Readymade Garment Shop offers you this great opportunity of self employment.
From the researchers point of view it is very important that he will study all points
related to his topic. So his reason for doing this project to know how logistics helps in
material management. Logistics include the flow and storage of items from raw material to
customer delivery and other very important reason for selection of the particular topic is to
know about –
Investments/ Developments

5
Some of the major developments in the Indian e-commerce sector are as follows:

 In September 2021, CARS24, India's leading used car e-commerce platform, has raised
US$ 450 million in funding, comprising a US$ 340 million Series F equity round and
US$ 110 million in debt from various financial institutions.
 In September 2021, Amazon launched Prime Video Channels in India. Prime Video
Channels will give Prime members a seamless experience and access to a variety of
popular video streaming services.
 In September 2021, Bikayi, a mobile commerce enabler, raised US$ 10.8 million in a
Series A funding round, led by Sequoia Capital India.
 Flipkart, India's e-commerce powerhouse, announced in July 2021 that it has raised US$
3.6 billion in new funding from various sources including sovereign funds, private
equities and Walmart (parent company).

In June 2021, Flipkart added a new fulfilment center (FC) in Dankuni, West Bengal. The FC is
spread over 2.2 lakh sq. ft. and has a potential to create ~3,500 direct jobs.

 In June 2021, Grofers, the grocery delivery start-up, reportedly entered the unicorn club,
after raising US$ 120 million from Zomato, the food delivery platform.
 In June 2021, Mastercard invested an undisclosed amount in Instamojo, a payments firm,
to help digitise online stores and process their payments more seamlessly.
 In May 2021, Amazon introduced a video streaming service within its shopping app
called MiniTV for users in India. MiniTV features web series, comedy shows and content
on tech news, food, beauty and fashion.
 In May 2021, Flipkart strengthened its grocery infrastructure to cater to customer safety
and demand across India. In this quarter, it is planning to further expand its fulfilment
center capacity for grocery by over 8 lakh square feet across Delhi, Kolkata, Chennai,
Coimbatore and Hyderabad.
 In May 2021, Flipkart announced that it is in talks with sovereign funds, private equity
majors and other investors to raise up to US$ 2 billion at a valuation of US$ 30 billion.
 In April 2021, Flipkart announced a commercial alliance with Adani Group to improve
the company's logistics and data center capabilities and create about 2,500 direct jobs.

6
  In April 2021, Flipkart announced to acquire Clear trip, an online travel technology firm.
Flipkart announced to purchase 100% shareholding of Clear trip as the company expands
its investments to broaden its digital commerce offerings for customers.
 In April 2021, Kirana commerce platform ElasticRun raised US$ 75 million in a round
led by existing investors—Avataar Venture Partners and Prosus Ventures.
 In March 2021, Amazon acquired Bengaluru-based retail tech start-up Perpule for Rs.
107.6 crore (US$ 14.5 million).
 In March 2021, Purplle, an online beauty store, raised US$ 45 million from Sequoia
Capital India, Verlinvest, Blume Ventures and JSW Ventures.
 In March 2021, Captain Fresh, a B2B marketplace for seafood, raised US$ 3 million in
seed capital led by Matrix Partners India and Ankur Capital.
 In March 2021, the Confederation of All India Traders (CAIT), which represents 80
million traders and 40,000 trader associations, announced the launch of a mobile app for
its e-commerce portal, ‗Bharat E-market‘. The association aims to get more small traders
to sell online easily through smartphones.

Government initiatives
Since 2014, the Government of India has announced various initiatives, namely Digital India,
Make in India, Start-up India, Skill India and Innovation Fund. The timely and effective
implementation of such programs will likely support growth of E-commerce in the country.
Some of the major initiatives taken by the Government to promote E-commerce in India are as
follows:

 As of November 2, 2021, the Government e-Marketplace (GeM) portal served 7.96

million orders worth Rs. 152,315 crore (US$ 20.40 billion) to 55,433 buyers from 3.06
million registered sellers and service providers.
 As of October 11, 2021, the Government e-Marketplace (GeM) portal served 7.78 million
orders worth Rs. 145,583 crore (US$ 19.29 billion) to 54,962 buyers from 2.92 million
registered sellers and service providers.
 In a bid to systematise the onboarding process of retailers on e-commerce platforms, the
Department for Promotion of Industry and Internal Trade (DPIIT) is reportedly planning

7
 to utilize the Open Network for Digital Commerce (ONDC) to set protocols for
cataloguing, vendor discovery and price discovery. The department aims to provide equal
opportunities to all marketplace players to make optimum use of the e-commerce
ecosystem in the larger interest of the country and its citizen.
 National Retail Policy: The government had identified five areas in its proposed national
retail policy—ease of doing business, rationalization of the license process, digitization
of retail, focus on reforms and an open network for digital commerce—stating that offline
retail and e-commerce need to be administered in an integral manner.
 The Consumer Protection (e-commerce) Rules 2020 notified by the Consumer Affairs
Ministry in July directed e-commerce companies to display the country of origin
alongside the product listings. In addition, the companies will also have to reveal
parameters that go behind determining product listings on their platforms.
 Government e-Marketplace (GeM) signed a Memorandum of Understanding (MoU) with
Union Bank of India to facilitate a cashless, paperless and transparent payment system for
an array of services in October 2019.
 Under the Digital India movement, Government launched various initiatives like Umang,
Start-up India Portal, Bharat Interface for Money (BHIM) etc. to boost digitization.
 In October 2020, Minister of Commerce and Industry, Mr. PiyushGoyal invited start-ups
to register at public procurement portal, GeM, and offer goods and services to
government organizations and PSUs.
 In October 2020, amending the equalization levy rules of 2016, the government mandated
foreign companies operating e-commerce platforms in India to have permanent account
numbers (PAN). It imposed a 2% tax in the FY21 budget on the sale of goods or delivery
of services through a non-resident ecommerce operator.
 In order to increase the participation of foreign players in E-commerce, Indian
Government hiked the limit of FDI in E-commerce marketplace model to up to 100% (in
B2B models).
 Heavy investment made by the Government in rolling out fiber network for 5G will help
boost E-commerce in India.

8
Road Ahead
The E-commerce industry has been directly impacting micro, small & medium enterprises
(MSME) in India by providing means of financing, technology and training and has a
favourable cascading effect on other industries as well. Indian E-commerce industry has been
on an upward growth trajectory and is expected to surpass the US to become the second
largest E-commerce market in the world by 2034. Technology enabled innovations like
digital payments, hyper-local logistics, analytics driven customer engagement and digital
advertisements will likely support the growth in the sector. The growth in E-commerce sector
will also boost employment, increase revenues from export, increase tax collection by
exchequers, and provide better products and services to customers in the long-term. Rise in
smartphone usage is expected to rise 84% to reach 859 million by 2022.

E-retail market is expected to continue its strong growth - it registered a CAGR of over
35% to reach Rs. 1.8 trillion (US$ 25.75 billion) in FY20. Over the next five years, the

Indian e-retail industry is projected to exceed ~300-350 million shoppers, propelling the online
Gross Merchandise Value (GMV) to US$ 100-120 billion by 2025.

According to Bain & Company report, India‘s social commerce gross merchandise value (GMV)
stood at ~US$ 2 billion in 2020. By 2025, it is expected to reach US$ 20 billion, with a
potentially monumental jump to US$ 70 billion by 2030, owing to high mobile usage.

Online Shopping largely depend upon consumer attitudes, preferences and their satisfaction. Due
to rapid change in information and communication technology, liberalization, globalization and
modernization concept a number of new products and delivery channels have been introduced.
With the expansion of large – scale production, growth of competition amongst the producers to
capture markets has resulted in the online shopping for almost all kinds of products. Thus,
shopping through internet channel plays an important role in present scenario. In this context it is
important to study the consumer attitude towards online shopping in leading companies

9
 CHAPTER 2
COMPANY PROFILE

10
2.1 About The Company

Garments is a young enterprise that manufactures good quality garments for the
export and domestic sector. We have in-house capacity for Woven
products.Maya Garments is committed to keep the client at competitive edge by
consistently providing superior value and competitive pricing.VISION “To emerge
as a large manufacturing destination for retailers looking at sourcing value
products”.

3 Strategic ObjectiveExceeding Customer expectation: Cater to client’s

requirements with utmost importance and execution that safeguards their
interests.Quality Assurance: producing quality garments forms a core value of
our management practices.We believe in providing a Better working condition to
our work force before delivering the highest quality service to our customers.

4 What we do. . . . . Manufacturing Quality Assurance On Time Delivery

We have well developed infrastructure for manufacturing quality garments. In
house production and finishing facility provides confidence and gives greater
product satisfaction.Quality AssuranceQuality is an essential business
philosophy. Quality control is done at all stages from raw materials till shipping.
We ensure consistently good quality merchandise at all times.On Time
DeliveryWe are highly committed to on time deliveries. A Time and Action Plan is
strictly followed, to ensure consignments leave on time.

5 Our Product Capabilities

ProductsWe do all types of cut and sew products across all categories:
Menswear, Women’s wear and Kids wear casual clothing. Value additions like
placement prints, hand work and embroidery work are well within our
capability.FabricsOur core expertise lies in woven fabrics. Our trained machinists
specialize in manufacturing woven garments. We are well able to source all types
of fabrics from the industry.CapacityProduction Capacity : 30,000 units per
month.

6 Our Infrastructure . . . . . Machinery:

Juki Lock stitch sewing machines – 110Juki UBT Lock stitch – 16Juki Edge
Cutter – 04Pegasus Over Lock (5-Thread) – 20Pegasus Over Lock (4-Thread) –
04Pegasus Flat Lock – 02Pressing tables – 05Checking tables – 14Cutting
machines – 02Cutting tables – 06Fusing Machine – 0162 KVA Silent
Generator.Diesel Boiler – 01

11
7 Why MAYA Garments ? ? ?Our Services, Prices, Product Quality, Delivery
and Performance will be unmatched in the industry as we aspire to reach our
goals.Thorough understanding of Design, Fabrics, patterns, Products, Production
and Quality.Assured quality product.Great comfort in woven fabrics.Exposure to
many international lines due to working with global brands.Fast turnaround for
bulk productions as team understands design and product well.Efficient and
transparent communications.Comfortable with small quantities.The combined
experience of the owners is more than 30 years.

12
 CHAPTER 3
LITERATURE REVIEW

3.1 Related to the work done in the study

Online shopping indicates electronic commerce to buy products or services directly from the
seller through the Internet. Internet-based or Click and Order business model has replaced the
traditional Brick and Mortar business model. More people than before are using the web to shop
for a wide variety of items, from house to shoes to airplane tickets. Now people have multiple

13
options to choose their products and services while they are shopping through an online
platform.

Online shopping has unique characteristics. Huseynov and Yıldırım (2014) emphasized that the
lack of physical interaction tends to be the critical impediment in online retail sales followed by
the privacy of individual information and security of financial transactions over the Internet.
Demangeot and Broderick (2010) also revealed that perceived ease of use does not affect the
behavioral pattern in this case rather influenced by security and privacy issues. No relationship is
built between the customer and the online shop in the presence of perceived online risk even if a
customer spent hours on the Internet (Zuroni& Goh, 2012).

Day-by-day taste, preference and choices are varying regarding different factors such as the
Internet emergence. However, this development needs some more understanding related to the
consumer‘s behavior. Consumer behavior research identifies a general model of buying behavior
that depicts the processes used by consumers in making a purchase decision (Vrender, 2016).
Those designs are paramount to the marketer as they can explain and predict consumer purchase
behavior.

Jarvenpaa, Todd, Jarvenpaa, and Todd (1997a) proposed a model of attitude, behavior, and
shopping intention towards Internet shopping in general. The design includes several indicators
classified into four broad categories like product value, quality services offered through the
website, the shopping experience, and the risk perception of the online shopping. Chang,
Cheung, and Lai (2005) studied categories of variables, which drive online shopping activity. In
their study, they divided the features into three broad categories. Perceived characteristics of the
web sale channel are the first one which includes risk, online shopping experiences, advantage,
service quality, trust. The second category is a website and product features which are risk

reduction measures, site features, and product characteristics; and the last group is consumer
characteristics. Various types of features, demographic variables, consumer shopping
orientations, consumer innovativeness and psychological variables, computer, Internet
knowledge, and usages drives consumer characteristics.

14
Consumer attitudes toward online shopping usually been determined by two factors; one is trust,
and another is perceived benefits (Hoque, Ali, &Mahfuz, 2015). Therefore, trust and perceived
benefits seem to be the critical conjectures of consumer behavior toward online shopping (Al-
Debei, Akroush, &Ashouri, 2015; Hajli, 2014). Moreover, information quality, merchandise
attribute, website design, transaction capability, payment, security/privacy, delivery, self-
consciousness, state of mind, the consumer‘s time sense and customer service are strongly
predictive of online shopping satisfaction (Katawetawaraks& Wang, 2011; Liu, He, Gao,
&Xie, 2008; Mudambi&Schuff, 2010; Novak, Hoffman, & Yung, 2000; Shergill& Chen, 2005;
Sorce, Perotti, &Widrick, 2005).

In Malaysia, information quality and purchase quality linked with the post-purchase quality are
statistically significant in the case of customer satisfaction (Vegiayan, Ming, & Harun, 2013).
However, brand image and quality of products, goodwill of country of origin also influence
significantly on purchase intention of online products (Haque et al., 2015). Moreover, online data
extraction about the products, services along with the historical data for individual customers is
ingredient element to choose an online store or make re-purchase decision (Liao, Chu, Chen, &
Chang, 2012).

Koufaris (2002) identified that both shopping enjoyment and perceived usefulness (website)
strongly predict the intention to re-purchase over online. On the contrary, Lee and Lin (2005)
found shopping enjoyment can increase the intent of new customers but does not influence
customers to return. In fact, the web store which utilizes value-added mechanisms in the search
engine and providing customers a challenging experience may increase customers‘ shopping
enjoyment. Furthermore, if there are more often customers back to the web store, their shopping
enjoyment then be determined by their involvement with the product (MariosKoufaris, Kambil,
& LaBarbera, 2001)

Also, demographic variables such as age, gender, and level of income play a facilitating role
because they influence consumer perception and consumer behavior that drives them towards
online shopping (Kim, Zhao, & Yang, 2008; Laforet& Li, 2005; Sabbir Rahman, 2012). In
China, online shopping intention depends on consumers‘ age, income, and education as well as
marital status most importantly their perceived usefulness (Gong, Stump, & Maddox, 2013).

15
Huseynov and Yildirim (2014):- Emphasized that the lack of physical interaction tends to be the
critical impediment in online retail sales followed by the privacy of individual information and
security of financial transactions over the internet.

Demangeot and Broderick (2010):- Their research revealed that perceived ease of use does not
affect the behavioral pattern in this case rather influenced by security and privacy issues. No
relationship is built between the customer and the online shopping in the presence of perceived
online risk.

Hoque, Ali and Mahfuz (2015):- Consumer attitudes toward online shopping usually been
determined by 2 factors: one is trust, and another is perceived benefits. Therefore, trust and
perceived benefits seem to be the critical conjectures of consumer behavior toward online
shopping.

16
 CHAPTER 4
RESEARCH
METHODOLOGY

4.1 Objectives

1. To study the reasons for online shopping

2. To analyse the risk involved in online shopping
3. To understand consumer attitude towards online shopping and their satisfaction.
4. To know the advantages of online shopping.

17
5. To know the disadvantages of online shopping.

To study the perception of the customer regarding the Online Shopping, the level of satisfaction
of respondents who are using Online Shopping, to identify the various barriers for Online
Shopping, to identify is Online Shopping beneficial to customers and on what factor. This study
includes the respondents who have purchased at least one time by Electronic Commerce. The
study attempts to analyze the effect of demographic, socioeconomic and psychological factor on
the buying behavior of the customer. The research aims also to find out the customer‘s
preference towards the Online Shopping. This study shall attempt to explore the relationship
between various variable that affect the buying behavior of the customer towards the Online
Shopping.

4.2 Research Plan

Our research regarding Consumer‘s attitude towards online shopping is a descriptive as well as
survey research because we just want to draw a picture of our topic as what are the factors that
influence consumers to shop online. In general two types of research methods are being used
quantitative and qualitative. We would like to go for quantitative method in our research as it is a
precise way. Quantitative research can be faster as compare to qualitative as it is possible to
forecast the time schedule, whereas qualitative can be relatively long in duration. Research
normally done for academic reasons are limited to time as our research is also being done for
academic purpose and is time limited so that is why we are going to prefer quantitative approach.
India is one of the fastest growing country when compared to the other places in the world. India
has one of the high internet penetration, but still not in par with the global market in terms of
utilization of internet for online shopping purpose. So we‘ve taken specific procedures or
techniques used to identify select, process and analyze information about topic.

4.3 Sampling Plan

In general there are two types of sampling techniques probability sampling and non-probability
sampling. In Probability sample there is a nonzero equal chance for each population element to
be selected. There are four types of probability sampling are simple random sample, systematic
sample, stratified random sampling and multi stage cluster sampling. Whereas, in non-

18
probability sampling there is no random sampling. There are three types of non-probability
sampling i.e. Convenience Sampling, snowball sampling and quota sampling. Convenience
sample is one that is conveniently available to the researcher with its goodness of accessibility.

The problematic facet of this type of non-probability sampling is that it is impracticable to

generalize the results but at the same time in words convenience sampling more remarkable role
than supposed. In business and management field this technique is more worthy as compare to
sample based on probability sampling. By keeping in view the limitations of time, resources and
population writers have decided to apply convenience sampling technique for the purpose of
collecting empirical material. As time and resources are one the constraints faced by the
researcher‘s convenience sampling is helpful, So, 100 respondents were selected from the data
base of different age group and profession. We have decided to distribute our questionnaire
among the online shoppers of OneFitplus, so convenience sampling would be helpful for the
writers to approach the respondents and collect the data on time and also to avoid low response
rate, as we are expecting at least 100% response rate. Sample Design In particular research a
procedure that is being followed for selecting a sampling unit is called sample design. The
procedure that is being followed by the writers to select a sampling unit is a mixed process. A
mixed process means distributing survey online as well as in person to online shoppers. The
population selected by us for the study is mainly online shoppers from India. As mentioned in
above paragraph we have selected convenience sampling technique so sample is designed
accordingly by approaching the online shoppers and distributing the questionnaire to online
shoppers and general public of India. The purpose of using the mixed process is to collect
empirical data conveniently and on time, as time and resources are also kept in mind by us at
every step of this research work.

The respondents were categorized into several factors, such as gender, age, occupation, income.
Statistical tools: - Data gathered from respondents are analysed and interpreted with the help of
simple percentage, table, graph and charts.

4.4 Data Collection and Descriptive Statistics

19
Primary sources: - The first hand information is collected from the respondents directly through
self constructed questionnaire and through personal interaction.

Secondary Sources: - Secondary source of information was gathered from published documents,
websites, reference books, journals.

Sample unit:-For studying consumer buying behavior towards online shopping samples were
randomly selected from the customer base of OneFitplus. Powered by Shoora Retails.

20
 CHAPTER 5
DATA TABULATION,
ANALYSIS AND RESULT

5.1 Type of Analysis used and Why

The descriptive research design would be appropriate because an attempt shall be made to
examine the effect of socio economic, demographic and psychological variables on consumer
buying behavior towards the e – commerce Descriptive research also describes the characteristics
of relevant customer. The universe of the study would include those respondents who have

21
purchased at least one time by Online Shopping. This is purposed in light of fact that not only
this data is available, current data has more relevancy than old data as there have been major
changes in this space. The sample area is based on the customer of OneFitplus from all over
India. The size of sample was 100 respondents. The respondent shall be selected from the
population by using convenience sampling technique. The study based primarily on the primary
data and secondary data. The main source of secondary data is interacting with respondents by
filling the structured questionnaire. Tables and Charts have been used for Data Analysis &
Interpretation purpose.

5.2 Results of the Analysis

The respondents were categorized into several factors, such as gender, age, occupation, income.

5.4.1 GENDER

Among the respondents, we found 62.5% were male, and 37.5% were female (see Table 6).

5.4.2 AGE

From Figure 1, we can interpret that majority of the respondents were below 36 years old. 19%
male respondents were below 20 years old, 25% between 20–25 years, 30% between 26–
30 years, 17% of 31–35 years and 9% of male respondents were 36 or more years old. Whereas
18.33% female respondents were below 20 years of age, 35% between 20–25 years, 28.33%
between 26–30 years, 13.34% of 31–35 years and only 5% female were 36 or above years old.

Figure 1. Age of the respondents.

22
5.4.3 OCCUPATION

In case of occupation, 46.88% of them were students, 28.13% of them were service holders,
13.12% was homemakers, and the rest of them were doing business (see Figure 2).

Figure 2. Occupation of the respondents.

23
5.4.4 INCOME

From Figure 3 we can see that nearly 54% interviewees‘ average monthly income fall into Tk. 0–
10,000 categories, 15.62% respondents‘ monthly income was into Tk. 10,001–20,000, 14.38%
earn Tk. 20,001–30,000, and 16.88% of the interviewees have more than Tk. 30,000 income per
month.

Figure 3. Income of the respondents.

5.4.5. EXPERIENCES OF ONLINE SHOPPING VERSUS ONLINE SHOPPING

FREQUENCIES

24
About 41.88% of the respondents have less than 0–1 years‘ experience of online shopping,
36.25% of them have 1–2 years‘ experiences, 14.37% of them have 2–3 years‘ experiences and
7.5% of the respondents have experiences in online shopping for more than 3 years. Among
those respondents, 57.5% of them occasionally shop online, 28.75% do shop once every month,
10% of the respondents shop online fortnightly, and only 3.75% of them buy online weekly.

From Figure 4, it is observed that 70.16% of the 0–1 years‘ experienced online shopper do
shopping occasionally, and 20.89% do shopping monthly. 55.17% of 1–2 years‘ experienced
buyer do shopping occasionally, and 37.93% are a monthly online shopper. 39.13% of 2–3 years‘
experienced online shopper are occasional customers, and 30.43% of the respondents are
monthly and fortnightly online shopper. Among more than 3 years‘ experienced respondents,
16.67% do weekly online shopping, 33.33% do occasionally, and 25% of them are monthly and
fortnightly online shopper. It is evident that the frequency of shopping is increasing when they
become more experienced in online shopping. This confirms the study of Heijden et al. (2003),
Chen and Barnes (2007), Zuroni and Goh (2012), Jarvenpaa et al. (1997) and Hoque et al.
(2015), where they found perceived ease of use which comes from experience helps to adopt the
online shopping.

Figure 4. Experience in online shopping versus online shopping frequencies.

25
5.4.6. SOURCES OF ONLINE SHPPING INFORMATION

For selling and promoting products through online, it is essential to inform the consumer about
online shopping, the advantages, disadvantages and website address which are related to it.
About 56.25% of the respondents know about online shopping from websites especially from
different social media like Facebook, Twitter, Linkedin, Instagram, etc. About 24.37% of them
get information from friends and family members. 13.13% of them from TV advertisements and
6.25% of them from other sources like a billboard, signboard, newspaper, magazine, etc. (see
Figure 5).

Figure 5. Sources of online shopping information.

26
Additionally, website advertisement, friends and family members are the primary sources of
online shopping information for the online consumer. This result confirms the findings of Hajli
(2014) and Alsubagh (2015). Publicity through various websites (primarily Facebook) will be
more beneficial for organizations to promote their online shopping sites and products.

5.4.7 REASONS FOR CHOOSING ONLINE SHOPPING

Both male and female respondents assured that there are specific reasons for choosing online
shopping. 38.75% respondents (26.25% male, 12.5% female) mentioned saving time is their
primary reason for choosing online shopping and about 29.38% of the interviewees prefer online
shopping because of availability of the varieties of products. Nearly, 19% of the respondents
prefer online shopping because product comparison is much easier for online shopping and
13.13% choose for a comfortable reason (see Figure 6).

Time-saving and available varieties of products are the main grounds for shopping online. All
these four factors motivate an online shopper to buy over the Internet. Therefore, companies
should design strategies and develop varieties of products to attract and retain online shopper.

This findings also confirm the findings of Gong et al. (2013) and Hoque et al. (2015), where the
respondents found to adopt e-commerce for the usefulness.

27
Figure 6. Reasons for choosing online shopping.

5.4.8 PREFERENCE FOR PRODUCT/SERVICE

While respondents were asked to know about the offered goods and services, 33.75% of the
respondents preferred Apparels (21.88% male and 11.87% female) and accessories 32.49%
(19.37% male and 13.12% female). 20% (16% male and 7% female) respondent preferred online
ticketing. About 11.88% of the interviewees preferred healthcare and fitness products and only
1.88% respondents prefer books (see Figure 7).

Figure 7. Preference for product/service for online shopping.

28
Apparels, accessories, and online ticketing are the main three categories that are bringing about
online shopping culture among online shoppers. Online shopping tends to grow in the coming
years as consumers want to buy more in the future. Merchants should bring out innovative ways
so that there is a growth in other categories of goods and services.

5.4.9 FACTORS FOR LIKING ONLINE SHOPPING

Figure 8 shows, among the male respondents, 42% like online shopping because of the home
delivery facility, while about 29% male respondents said that it is easier to order for which they
would like to shop online. 12% of the male respondents like discount offer most for online
shopping and 17% of the male respondents like available options for buying and payments
gateways. On the other hand, 38.34% of the female respondents also do online shopping for a
home delivery facility, 25% do for the easiness of ordering, rest of the 23.33% (13.33% female
respondents) like for discount offer and available options respectively.

Figure 8. Factors for liking online shopping.

29
Both male and female respondents have the same attitude towards liking factor of online
shopping. Both like home delivery facility factor most. However, female likes discount offers
more than the male does. These findings confirm the study of Rastogi (2010) and
Katawetawaraks and Wang (2011), where the online shoppers also preferred the online shopping
for ease of use and products‘ variety.

5.4.10 FACTORS FOR DISLIKING ONLINE SHOPPING

We also asked respondents if there is any disliking factor that impedes them from deciding doing
online shopping. Figure 9 shows that 48% hate the inability to touch and feel or trial factor about
online shopping, while about 24% male said that it is the high price of products or services for

which they dislike online shopping most. 16% male respondents dislike after sale services on
online shopping and 12% male respondents dislike poor return policy.

30
Figure 9. Factor for disliking online shopping.

Among the female respondents, 45% dislike online shopping for lack of inability to touch and
feel factor. 23.33% dislike the high price of the products and services. 16.67% and 15% female
respondents hate poor return policy and lack of after sale service factor most respectively.

Inability to touch and feel the product or trust is still the primary disliking factor about online
shopping, or we can say the primary barrier to online shopping which confirms the study of Chen
and Barnes (2007), Heijden et al. (2003) and Huseynov and Yıldırım (2014). The high price of
goods and services is another big issue for the consumers. Marketers need to develop better
return policies, improve the products quality and after sale services and charge a reasonable price
to encourage online shopping.

5.4.11 Modes of payment preference

Figure 10 shows the different payment options for customers which is a very crucial segment for
buying decision. 76.25% of the respondents are doing transaction by cash on delivery facility

whereas 15.62% of the interviewees is paying through a debit card. 3.13% respondent pay by
credit card and 5% through mobile banking. Most of the consumers prefer cash on delivery as a
mode of payment for online shopping. This finding confirms the study of Rastogi (2010) but

31
contrasts the findings of Liao et al. (2012), where the online shoppers mostly prefer to pay
through credit or debit cards. The contrast may be due to the less developed financial sector of
Bangladesh, where credit cards are less available than that in developed countries.

Figure 10. Modes of payment in online shopping.

5.4.12 Payment system security

From the survey it is found that (Figure 11) none of the respondents highly agreed to the fact that
the payment system for online shopping is highly secured in Bangladesh. 15% of the
interviewees agreed to the fact that online payment system is much secured where 27.5% of
respondents disagreed. 51.87% of respondents remain neutral about the fact, and 5.63%
profoundly disagreed.

Above all, secured payment is a significant concern in Bangladesh. Most of the consumers
believe that the payment system for online shopping is not secured. Usually, they do not prefer to

32
use their credit or debit card while shopping from online sites. Companies should introduce new
improved technologies to create and gain confidence in the payment system among the
consumers.

Figure 11. Payment system security.

5.4.13 Online shopping satisfaction

50% of regular online shoppers are satisfied whereas 17.5% are dissatisfied. 28.12% of them are
neither satisfied nor dissatisfied. Only 3.75% of regular online shoppers are highly satisfied
while 0.63% is highly dissatisfied (see Figure 12).

Satisfaction level plays a significant role in online shopping. Satisfied consumers tend to shop
more frequently online. After analyzing data, we found that half of the respondents are satisfied
with their overall online shopping experience. A note should be taken that only 3.75% of the
online shopper is highly satisfied which shows that there are still concerns, which hinder the

33
consumer from using online shopping frequently. Companies should undertake measures so that
dissatisfied and neutral category of online shoppers can move towards satisfied or highly
satisfied category and shop online more often and it has to be done through better information
quality, quality service in during purchase and post-purchase (Vegiayan et al., 2013).

Figure 12. Online shopping satisfaction.

34
 CHAPTER 6
FINDINGS OF THE STUDY

35
 The user interface quality, product and service information quality, security perception
and site awareness were found to have significant effects on consumer‘s site
commitment. They investigated whether information satisfaction and relational benefit
play a significant mediating role in consumers‘ relationship purchasing behavior
 The empirical findings of this study indicate that trust and perceived benefits determine
consumer attitudes toward online shopping
 Chinese consumers‘ age, income, education, and marital status, and their perceived
usefulness are significant predictors of online shopping intention
 The analytical results showed that the dimensions of website design, reliability,
responsiveness, and trust affect overall service quality and customer satisfaction.
Moreover, trust significantly related to customer purchase intentions. However, the
personalization dimension is not significantly related to overall service quality and
customer satisfaction
 Lack of physical interaction is a central impediment to online retail sales. Respondents
stated that privacy of personal information and security of financial transactions are their
top concerns with using the Internet. The top factors that increase consumer trust levels in
online stores are guarantee and insurance policy, security and privacy seals, pictures of
products, company address and contact details, necessary details about the company and
privacy policy
 The effect of demographic characteristics like income, gender, occupation, education
levels, a sector of employment is found to be statistically insignificant on both behaviors
for products as well as services intention and purchase behavior in the online
environment for products and services.
Regarding actual behavior, it is the ease of use, past experiences, and compatibility that
are much more effective in determining the behavior
 Perceived control and shopping enjoyment can increase the intention of new web
customers to return, but seemingly do not influence repeat customers to return.
It also finds that a web store that utilizes value-added search mechanisms and presents a
positively challenging experience can increase customers‘ shopping enjoyment.
Further, the more often customers return to a web store, the more their shopping
enjoyment is determined by their product involvement

36
 World Wide Web merchants need to think more about how they perform on the factors
known to affect consumer behavior; namely, product perceptions, shopping experience,
and customer service
 This study finds some online group buying buyers are more from the high-income group
and prefers to pay by credit card and ATM. They want 24/7 customer service and well
feedbackThere is no relationship of hours spent on Internet and customer risk with the
attitude towards online shopping among the respondents
 This research found that there were relationships between the perceived usability,
perceived security, perceived privacy, perceived after-sales service, perceived marketing
mix, perceived reputation and consumers‘ attitude to adopting online shopping in China.
Only marketing mix and reputation have a greater influence on consumers‘ attitude
towards online shopping
 This study classifies the main ingredients of the online experience or web experience as
being:
the functionality of the website that includes the elements dealing with the site‘s usability
and interactivity;
the psychological elements intended for lowering the customer‘s uncertainty by
communicating trust and credibility of the online vendor and web site; and
the content elements including the aesthetic aspects of the online presentation and the
marketing mix
 A significant correlation between customers‘ interaction with UGC and customers‘
buying behavior
 Factors that motivate customers to buy online include convenience, information,
available products and service and cost and efficiency.
Factors that impede customers to buy online include security, the intangibility of online
product, social contact and dissatisfaction with online shopping
 Information quality, purchase quality, and post-purchase quality have a statistically
significant relationship with customer satisfaction in Malaysia
 • The ratio of male consumers is very high in online shopping (73%)
• Income of respondents largely falls in the bracket of Rs. 10,001 to Rs. 20,000 (49%)
• Employees of various companies are purchasing more than others through online

37
 shopping (51%)
•Maximum numbers of respondents (38%) feel that online shopping has easy buying
procedures; others think that they can have a wide variety of products, lower price of the
products, various modes of payments, etc.
• Most of the respondents think that availability of online information about products and
services is excellent (54%)
• Most of the respondents purchase the products 2–5 times annually (46%)
•Some respondents are facing problems at the time of online buying (23%)
• Most of the respondents Search and buy online but pay in cash on delivery (61%)
 It is found that perceived usefulness, perceived security, perceived privacy, perceived
good reputation, and willingness to customize are the essential antecedents to initial
online trust. Both online initial trust and familiarity with online purchasing have a
positive impact on purchase intention As the profile data show, this group is relatively
homogeneous regarding age and balanced regarding Internet experience. It is found that
the trust-antecedent ―perceived risk‖ and the technology-antecedent ―perceived ease-of-
use‖ directly influenced the attitude towards purchasing online
 The findings of the study show that all the four constructs, namely, computer self-
efficacy, perceived credibility, perceived usefulness and perceived ease of use have a
significant effect on the adoption of e-commerce. The study has also demonstrated that
perceived usefulness appeared as the most critical factor in describing the user‘s adoption
of e-Commerce
 This research found that website design, website reliability/fulfillment, website customer
service and website security/privacy are the four dominant factors which influence
consumer perceptions of online purchasing. One of the results also indicated that
different types of online purchasers (i.e., trial, occasional, frequent and regular online
buyers) have different appraisals of website design and website reliability/fulfillment.
They have a similar evaluation of website security/privacy and website customer
service
 This study finds some online group buying buyers are more from the high-income group
and prefers to pay by credit card and ATM. They want 24/7 customer service and well
feedback

38
 The study shows the influence of social network on increased trust and intention to buy

 Most of the consumers in Bangalore has got internet access

 Only 50% of the customers are frequently going for online shopping

 People belonging to age group 20-50 years are mainly using online for their shopping. 

 Majority of customers say that inability to touch and feel product is one of the major
disliking factor.

 According to respondents technical problems, fake online stores and phishing scams are
the major risk involved in online shopping.

 Major online shoppers are professionals and youngsters.

 Perceived benefits is considered to be one of the motivational factor for online shopping

 Customers have not got complete satisfaction through online shopping

39
 CHAPTER 7
RECOMMENDATIONS

40
 Business people should come up with creative strategies to overcome disliking factors

 Awareness to be created among customers about benefits of E-Commerce

 Business should choose social network for advertisement like Face book & twitter give
enough opportunity to the consumers who can „Like‟ or „follow‟ a favorite retailer and
get discounts or tips on deals.

 Online retailers should take proper measures to avoid risk involved in online shopping o
And they should gain customer confidence.

 Business to survive and grow in increasing globalization should have adequate presence
and participation in the cyber world.

 Company‟s should design and develop varieties of products to attract and retain online
shoppers and to provide complete satisfaction.

 People should also get updated with the computer knowledge and mobile application as
the entire world is changing towards digitalization.

 Online retailers can provide free look-in-period of one week, where purchaser can feel
the product and pay only if he is satisfied or else it can be returned back.

41
 CHAPTER 8
LIMITATIONS

42
Almost every study has some limitations and so as in our study. One of the limitations in this
study is time limit. At the same time cost is also another limitation in our study. In the beginning
we had a plan to comparative analysis between large number of online shoppers. But later on
considering time and budget we changed our mind, so we have made survey about online
shoppers in few shopper of OneFitplus specially the study is conducted on the resend shopper of
OneFitplus,. Another limitation in our study is the convenience sampling.

This study has few limitations. First, this survey limits us to a pool of Internet users. Hence, the
results may not be generalizable to non-Internet users. Although through paper survey it was
intended to cover few non-users but since the pool of respondents was either students or working
professionals so all of them had sufficient exposure to internet. Second, the samples of Internet
users for this study were mostly those who are more knowledgeable about the Internet and are
thus experienced Internet users. Thus, the sample of respondents may be skewed toward more
experienced Internet users. This may also restrict the generalizability of the findings. Due to
limitation of time a convenient sampling was done a random sampling would give a better idea
of Indian consumer as a whole. Also, the sample size is small to be called a true depicter of
population as the study was limited to two cities only. Inclusion of cultural and value dimensions
can provide a different perspective towards Indian consumers.

43
 CHAPTER 9
CONCLUSIONS

44
Online shopping is more and more driven by the ICT infrastructure development, online payment
systems and the Internet penetration rate in India. Earlier studies showed that unlike brick and
mortar shopping behavior, online shopping behavior is influenced by net connectivity, website
esthetics (Constantinides, 2004), security, customers‘ experience, age and learning curve, etc.
Studying these unique characteristics of online shopping and consumer behavior of online
shoppers would benefit the tech-entrepreneurs and policymakers to craft their strategies properly
for the market. This study empirically reveals the consumer behavior of online shoppers in India.

Indian online shoppers are young (mostly below 40 years) similar to other parts of the world.
They do online shopping because it saves time, offers home delivery, provides ease in shopping
and offers more variety of products for apparels, accessories, and ticketing than that of brick and
mortar stores. They mostly rely on price and their experience as the basis of the quality judgment
of items in online shopping and for payment system they prefer cash on delivery option. Most of
the shoppers get the information primarily from Facebook advertisements which is pursued by
friends and family by following their ―word of mouth‖ communication. However, privacy and
inability to touch and feel are the most disliking factors for online shoppers. These findings of
our study have both theoretical and practical implications.

Day-by-Day percentage of online customers is increasing as they are finding it convenient than
conventional shopping, but yet businesses struggle to retain customers due to lack of face-to-face
communication, lack of knowledge, inability to touch and feel the product and due to various
risk involved in online shopping. If the business people come up with innovative strategies to
overcome all these risk and disliking factors, no doubt in future days Bangaloreans may be in par
with global market in using online for shopping and they are willing to adopt and recommend
online shopping for others .

So, I conclude that with the growing use of internet online shopping has taken important place
among the people. As online shopping is convenient as well as it provides them with a
comparison between n numbers of products. And almost a big part of the society has accepted
the growing technology.

Even if online shopping is also a way people would love to invest indirectly for the economy. In

45
the past few years many businesses took a turn toward online marketing. E-platform like
Amazon, Jabong, Myntra, Flipkart, etc., has also given opportunities to the local and small
sellers. With the facilities of B2C commerce also B2B, C2B and C2C commerce had taken place.
Online establishment of business has proved to be a help to even those who are unable to buy
products because from their home to their market place they have to walk a mile. Now products
are easily received by them at their doorstep.

Even due to corona (the pandemic 2019), people were unable to move outside of their house. As
they have to maintain a social distance. In that case going for a physical retail shopping was
definitely not a good idea. So, at that time also e-shopping had helped people to easily get their
essentials at their doorstep that too without any contact with other people. Even when there was a
shortage of face masks/shield and sanitisers for people in the markets. The e-shopping sites were
their only hope.

So, physical shopping is definitely good but online shopping somehow resolve various issues of
people.

46
 REFERENCES

1. Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online
shopping. Internet Research, 25(5), 707–733. doi:10.1108/IntR-05-2014–0146 [Crossref], [Web
of Science ®], [Google Scholar]
2. Alsubagh, H. (2015). The impact of social networks on consumers‘ behaviors background of the
study. International Journal of Business and Social Science, 6(1), 2219–6021. doi:10.1007/978-
3-319-09450-2_7 [Crossref], [Google Scholar]
3. BTRC. (2018). Internet-subscribers-Bangladesh-April-2018. Retrieved May 30, 2016,
from http://www.btrc.gov.bd/content/internet-subscribers-bangladesh-april-2018 [Google
Scholar]
4. Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature-derived reference models for the
adoption of online shopping. Information and Management.
doi:10.1016/j.im.2004.02.006 [Crossref], [Web of Science ®], [Google Scholar]
5. Chen, Y., & Barnes, S. (2007). Initial trust and online buyer behavior. Industrial Management &
Data Systems, 107(1), 21–36. doi:10.1108/02635570710719034 [Crossref], [Web of Science
®], [Google Scholar]
6. Constantinides, E. (2004). Influencing the online consumer‘s behavior: The web
experience. Internet Research, 14(2), 111–126.
doi:10.1108/10662240410530835 [Crossref], [Web of Science ®], [Google Scholar]
7. Demangeot, C., & Broderick, A. J. (2010). Consumer perceptions of online shopping
environments. Psychology & Marketing, 30(6), 461–469. doi:10.1002/mar [Crossref], [Google
Scholar]
8. Dhaka Tribune. (2015). Online shopping worth Tk7,184cr each year. Retrieved May 8, 2018,
from http://www.dhakatribune.com/bangladesh/2015/may/08/online-shopping-worth-tk7184cr-
each-year [Google Scholar]
9. eBay. (2013). Advantages-of-online-shopping-and-its-disadvantages. Retrieved May 14, 2018,
from https://www.channelreply.com/blog/view/advantages-of-ebay [Google Scholar]
10. eMarketer. (2016). Worldwide retail ecommerce sales will reach $1.915 trillion this
year. Retrieved May 14, 2018, from https://www.emarketer.com/Article/Worldwide-Retail-
Ecommerce-Sales-Will-Reach-1915-trillion-This-Year/1014369 [Google Scholar]

47
11. eMarketer. (2018). Retail ecommerce performance metrics. Retrieved May 14, 2018,
from https://www.emarketer.com/performance/channel/58fe47a2d2670009840a9ec7/58dd63dd2
357af0c900b4d33 [Google Scholar]
12. Eze, U. C., Manyeki, J. K., Yaw, L. H., & Har, L. C. (2011). Factors affecting internet banking
adoption among young adults: Evidence from Malaysia. In International Conference on Social
Science and Humanity, IPEDR (Vol. 11, pp. 377–381). Singapore: IACSIT Press. [Google
Scholar]
13. Gong, W., Stump, R. L., & Maddox, L. M. (2013). Factors influencing consumers‘ online
shopping in China. Journal of Asia Business Studies, 7(3), 214–230. doi:10.1108/JABS-02-2013-
0006 [Crossref], [Google Scholar]
14. Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal
of Market Research, 56(January), 387–404. doi:10.2501/IJMR–2014–025 [Crossref], [Google
Scholar]
15. Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase
intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2).
doi:10.1177/2158244015592680 [Crossref], [Web of Science ®], [Google Scholar]
16. Hasan, S. M. (2014). Advantages and disadvantages of e-Commerce. Retrieved May 11, 2018,
from http://www.itseba.com/advantages-and-disadvantages-e-commerce/ [Google Scholar]
17. Hoque, M. R., Ali, M. A., & Mahfuz, M. A. (2015). An Empirical Investigation on the adoption
of e-Commerce in Bangladesh. Asia Pacific Journal of Information Systems, 25(1).
doi:10.14329/apjis.2015.25.1.001 [Crossref], [Google Scholar]
18. Hub pages. (2015). Online shopping tips. Retrieved May 11, 2018,
from https://hubpages.com/business/online-shoppingtips [Google Scholar]
19. Huseynov, F., & Yıldırım, S. Ö. (2014). Internet users‘ attitudes toward business-to-consumer
online shopping: A survey. Information Development, 32(3), 452–465.
doi:10.1177/0266666914554812 [Crossref], [Web of Science ®], [Google Scholar]
20. Internetworldstats.com. (2015). Internet world stats. Retrieved May 18, 2016,
from https://www.internetworldstats.com/asia.htm [Google Scholar]
21. Islam, T. (2017). A look into e-commerce trends and companies in
Bangladesh. Retrieved May 26, 2018, from https://e27.co/look-e-commerce-trends-companies-
bangladesh–20170522/ [Google Scholar]
48
22. Jagonews24.com. (2015) . Kaymu releases research on online shopping, (30 July). Retrieved
from https://www.jagonews24.com/en/business/news/361 [Google Scholar]
23. Jain, A. S. (2016). Top 10 benefits of online shopping that make your life
easy. Retrieved May 14, 2017, from https://toughnickel.com/frugal-living/Online-shopping-sites-
benefits [Google Scholar]
24. Jarvenpaa, S. L., Todd, P. A., Jarvenpaa, S. L., & Todd, P. A. (1997). Consumer reactions to
electronic shopping on the world wide web, [Taylor & Francis Online], [Google Scholar]
25. John, S. (2018). E-commerce trends + facts 2018. Retrieved May 14, 2018,
from https://endertech.com/blog/e-commerce-trends-facts [Google Scholar]
26. Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J. (2001). The Evolution
and future of national customer satisfaction index models. Retrieved
from http://scholarship.sha.cornell.edu/articles. [Google Scholar]
27. Jun, G., & Jaafar, N. I. (2011). A study on consumers‘ attitude towards online shopping in
China. International Journal of Business and Social Science, 2(22), 122–132. doi:10.1108/QMR-
06-2013–0041 [Crossref], [Google Scholar]
28. Katawetawaraks, C., & Wang, C. L. (2011). Online shopper behavior: Influences of online
shopping decision. Asian Journal of Business Research, 1(2).
doi:10.14707/ajbr.112 [Crossref], [Google Scholar]
29. Khan, M. A. (2014). Financial Express. Retrieved May 18, 2016,
from http://print.thefinancialexpress-bd.com/2014/09/30/58964/print [Google Scholar]
30. Kim, C., Zhao, W., & Yang, K. H. (2008). An empirical study on the integrated framework of e-
CRM in online shopping. Journal of Electronic Commerce in Organizations, 6(3), 1–19.
doi:10.4018/JECO [Crossref], [Google Scholar]
31. Koufaris, M. (2002). Applying model the and technology flow theory behavior acceptance to
online consumer. Information Systems Research, 13(2), 205–223.
doi:10.1287/isre.13.2.205.83 [Crossref], [Web of Science ®], [Google Scholar]
32. Koufaris, M., Kambil, A., & LaBarbera, P. A. (2001). Consumer behavior in web-based
commerce: An empirical study. International Journal of Electronic Commerce, 6(2), 115–138.
doi:10.1080/10864415.2001.11044233 [Taylor & Francis Online], [Web of Science ®], [Google
Scholar]

49
33. Laforet, S., & Li, X. (2005). Consumers‘ attitudes towards online and mobile banking in
China. International Journal of Bank Marketing, 23(5), 362–380.
doi:10.1108/02652320510629250 [Crossref], [Google Scholar]
34. Lee, G., & Lin, H. (2005). Customer perceptions of e‐ service quality in online
shopping. International Journal of Retail & Distribution Management, 33(2), 161–176.
doi:10.1108/09590550510581485 [Crossref], [Google Scholar]
35. Liao, S. H., Chu, P. H., Chen, Y. J., & Chang, C. C. (2012). Mining customer knowledge for
exploring online group buying behavior. Expert Systems with Applications, 39(3), 3708–3716.
doi:10.1016/j.eswa.2011.09.066 [Crossref], [Web of Science ®], [Google Scholar]
36. Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer
satisfaction in China: A holistic perspective, International Journal of Retail & Distribution
Management, 36(11), 919–940. Retrieved from.
doi:10.1108/0959055081091168382 [Crossref], [Google Scholar]
37. Mahmood, Z. (2015). E-commerce in bangladesh-growth of virtual shopping
malls. Retrieved May 31, 2017, from http://hifipublic.com/2015/02/19/e-commerce-in-
bangladesh-growth-of-virtual-shopping-malls/ [Google Scholar]
38. Mohiuddin, M. (2014). Overview the e-commerce in Bangladesh. Journal of Business and
Management, 16(7), 1–6. Retrieved from http://www.iosrjournals.org/iosr-jbm/papers/Vol16-
issue7/Version-2/A016720106.pdf [Google Scholar]
39. Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer
reviews on Amazon. com. MIS Quarterly, 34(1), 185–200.
doi:10.2307/20721420 [Crossref], [Web of Science ®], [Google Scholar]
40. Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in
online environments: A structural modeling approach. Marketing Science, 19(1), 22–42.
doi:10.1287/mksc.19.1.22.15184 [Crossref], [Web of Science ®], [Google Scholar]
41. Ovi, I. H. (2018, May 8). Alibaba buys out Daraz from rocket Internet. DhakaTribune. Retrieved
from https://www.dhakatribune.com/business/2018/05/08/alibaba-buys-daraz-rocket-
internet/ [Google Scholar]
42. Park, C., & Kim, Y. (2003). Identifying key factors affecting consumer purchase behavior in an
online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–
29. doi:10.1108/09590550310457818 [Crossref], [Google Scholar]
50
43. Rastogi, A. K. (2010). A Study of Indian online consumers &their. International Research
Journal, I(10), 2009–2011. [Google Scholar]
44. Ritchie, J., Lewis, J., Nicholls, C., McNaughton, J., & Ormiston, R. (2014). Qualitative research
practice: A guide for social science students and researchers. SAGE Publications.
doi:10.4135/9781452230108 [Crossref], [Google Scholar]
45. Sabbir Rahman, M. (2012). Dynamics of consumers‘ perception, demographic characteristics
and consumers‘ behavior towards selection of a restaurant: An exploratory study on Dhaka city
consumers. Business Strategy Series, 13(2), 75–88.
doi:10.1108/17515631211205488 [Crossref], [Google Scholar]
46. Shergill, G. S., & Chen, Z. (2005). Web-based shopping : Consumers ‘ attitudes towards online
shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 79–94. [Google
Scholar]
47. Sorce, P., Perotti, V., & Widrick, S. (2005). International journal of retail & distribution
management, International Journal of Retail & Distribution Management Journal of Consumer
Marketing International Journal of Retail & Distribution Management, 33(1), 122–132.
Retrieved from. doi:10.1108/09590550510581458 [Crossref], [Google Scholar]
48. UNCTAD. (2017). Unctad B2C E-commerce index 2017, 30. Retrieved
from http://unctad.org/en/PublicationsLibrary/tn_unctad_ict4d09_en.pdf%0Ahttp://unctad.org/en
/PublicationsLibrary/tn_unctad_ict4d07_en.pdf [Google Scholar]
49. Van Der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding online purchase
intentions: Contributions from technology and trust perspectives. European Journal of
Information Systems, 12(1), 41–48. doi:10.1057/palgrave.ejis.3000445 [Taylor & Francis
Online], [Web of Science ®], [Google Scholar]
50. Vegiayan, K. D., Ming, C. W., & Harun, M. L. O. (2013). Online shopping and customer
satisfaction in Malaysia. International Journal of Marketing Practices, 1(1), 43–51. [Google
Scholar]
51. Vrender. (2016). Importance online shopping. Retrieved May 17, 2016,
from http://www.sooperarticles.com/shopping-articles/clothing-articles/importance-online-
shopping-1495828.html [Google Scholar]

51
52. Zainudeen, A., Samarajiva, R., & Sivapragasam, N. (2011). CellBazaar : Enabling m-Commerce
in Bangladesh. Information Technologies and International Development, 7(3), 61–76. [Google
Scholar]
53. Zuroni, M. J., & Goh, H. L. (2012). Factors influencing consumers‘ attitude towards e-commerce
purchases through online shopping. International Journal of Humanities and Social Science,
2(4), 223–230. [Google Scholar]

52
APPENDICES:
Questionnaire Used:
Part A (1). (Respondents are requested to answer the following questions with answers from strongly
agree to strongly disagree on a Likert five-point scale) 1. Strongly Disagree 2. Disagree 3. Neither Agree
or Disagree 4. Agree 5. Strongly Agree.

Questions Strongly Agree uncertain/ not disagree strongly

Agree applicable disagree
1. I get on
time delivery
by shopping
online
2. Detail
information is
available while
shopping
online
3. I can buy
the products
anytime 24
hours a day
while
shopping
online
4. It is easy to
choose and
make
comparison
with other
products while
shopping
online.
5. The website
design helps
me in
searching the
products
easily
6. . Online
shopping
doesn’t waste
time

53
Questions Strongly Agree uncertain/ not disagree strongly
Agree applicable disagree
7. While
shopping
online, I prefer
to purchase
from a
website that
provides
safety and
ease of
navigation and
order
8. I believe
that familiarity
with the
website
before making
actual
purchase
reduce the risk
of shopping
online
9. I prefer to
buy from
website that
provides me
with quality of
information
10. Online
shopping
takes less time
to purchase.
11. The
website layout
helps me in
searching and
selecting the
right product
while
shopping
online
12.I feel safe
and secure
while
shopping
online

54
Questions Strongly Agree uncertain/ not disagree strongly
Agree applicable disagree
13. I feel that
it takes less
time in
evaluating and
selecting a
product while
shopping
online
14. Online
Shopping
protects my
security.
15. I like to
shop online
from a
trustworthy
website.

Part A (2). Additional Comments (In below box you can put some additional comments that influence
you while you shop online)

Part B. Respondents are requested to Tick the check boxes in order to complete required questions.

1. Gender
a) Male
b) Female

55
2. Age
a) 15-20 Years
b) 20-25 Years
c) 25-30 Years
d) 30-40 Years
e) Above 40 Years

3. Income
a) Below 5,000
b) Between 5,000-10,000
c) 10,001-15,000
d) 15,001-25,000
e) 25,001-35,000
f) Above 35,000

4. Education
a) High School
b) Bachelors
c) Masters
d) PhD

56