CHAPTER – 1

INTRODUCTION

Internet is changing the way consumers shop and buy goods and services
and has rapidly evolved into a global phenomenon. Many companies have
started using the internet to cut marketing costs, thereby reducing the
price of their products and services to communicate and disseminate
information, to sell the products, to take feedback, and also to conduct
satisfaction surveys with consumers. Consumers use the internet not only
to buy the product online but also to compare prices, product features, and
after-sales service facilities they will receive if they purchase the product
from a particular store. Many experts are optimistic about the prospects of
online business.

In addition to the tremendous potential of the E-commerce market, the

internet provides a unique opportunity for companies to more efficiently
reach existing and potential customers. Although most of the revenue of
online transactions comes from business-to-business commerce, the
practitioners of business-to-consumers commerce should not lose
confidence. It has been more than a decade since business-to-consumer
Ecommerce first evolved. Scholars and practitioners of electronic
commerce constantly strive to gain and improve insight into consumer
behavior from different perspectives. Many of the studies have cost new
emergent factors or assumptions which are based on the traditional models
of consumer behavior, and then examine their validity in the internet
context.

Consumer attitude towards online shopping refers to their psychological

state in terms of making purchase over the internet.online buying
behaviour process refers to the product purchased online.The process of
online buying behaviour consists of five steps and it is similar to traditional
shopping behaviour.For instance, consumer recognize the need for buying
some products,they refers to the internet to buy online and start to search
for the information and look for all the alternatives and finally make a
purchase whichh fits to their needs.Before making financial purchase
consumer are bombarded by several factors which limits or influence
consumer for final decision.

The main theme of the study is to know the factors that influence the
consumer’s attitude towards online shopping.

The paper is organised in the following way, section 2 discuss review of

literature, section 3 discuss about the research mythology, section 4
discuss analysis and interpretation, and section 5 discuss the findings and
conclusions.

 OBJECTIVES OF STUDY
This project research helps to find out what are the main factors that
affect consumer behavior towards online shopping. The following are
the objectives of the study;
  To study consumer behaviour towards online shopping.
 To know the factors which affect decision making process of customer
while purchasing the online shopping product.
 To identify their preference towards different E-shopping websites and
the features of websites in general.
 To know the problems they face during online shopping.

CHAPTER-2

REVIEW OF LITERATUR

2.1 REVIEW OF LITERATURE

M Vidya and P. Selvami(2019) study the consumer behaviour and

analyse that the traditional method of purchase is replaced with online
mode Faciliting the consumer anytime.purchaching providing all the
benefits under a single roof. Various E-Commerce models provide both the
product and services sector to utilise the facilities and opportunities at the
right time.

Sulastini, Fedorko I., Bačík R., Fedorko R.(2018) study the theoretical
basis regarding the shopping behaviour of consumers and new online
trends in this regard. The research consists of a quantitative research
carried out using an electronic questionnaire and assumptions made based
on the previous theoretical analysis. The questions focused on the
subjective opinion of the respondents who shop through the Internet under
the influence of different marketing .

Shergill & Chen(2005) Study The growing use of Internet in New Zealand
which provides a developing prospect for E-marketers. If E-marketers know
the factors affecting online New Zealand buyers’ behaviour, and the
relationships between these factors and the type of online buyers, then
they can further develop their marketing strategies to convert potential
customers into active ones, while retaining existent online customers.

Sultan and Henrichs (2000) in his study concluded that the consumer’s
willingness to and preference for adopting the Internet as his or her
shopping medium was also positively related to income, household size,
and innovativeness.

Upasana k, Naveen k & Avishek g(2015)Study The recent growth of e-

commerce and the consumer’s increasing interest in indian retail market.
Interest in purchasing over the net have significantly changed the
landscape of Indian retail market. Today customers are inclined to accept
the changes and keep their eyes on the benefits they can obtain from
online retailers. The recent example of changing consumepurchase pattern
is the flipkart’s ‘Big Billion day’ Sale. The growth in online sales can be
partially attributed to the Internet’s advantages of providing large amounts
of information quickly and inexpensivelyand its growing accessibility. Yet, to
reach its full potential
D.Amit &Malsawmi S(2013) study online shopping has obtained very
important position in the 21st century as most of the people are busy,
loaded with hectic schedule. Inside situation online shopping became the
easiest and most suitable mode for their shopping. Internet has changed
the way of consumers stores and has rapidly developed into a global
perspective.

Santosh V(2022) study that many individuals are busy and have a
jumbled schedule, online purchasing has become quite important in the
twenty-first century. In such a circumstance, internet shopping became the
most convenient and appropriate way of purchasing for them. The Internet
has transformed the shopper’s retail system and has swiftly grown into a
worldwide market. An online store evokes the actual act of purchasing
goods. The assumption of classical model behaviour was used in this work.

Charles Dennis & Alesia Morgan (2010)Study that shoppers,

particularly women, are motivated by a variety of different reasons,
including socialising and enjoyment. Despite the growth of Internet retaili
Osman ng (e-retailing), these social needs are largely unmet in e-shopping.
In the high street, women do most of the shopping but online shopping (e-
shopping) tends to be dominated by male shoppers. At the same time,
social networking is growing fast and is especially popular amongst young
females. The purpose of this paper is to draw on prior research about why
people shop in order to explore the concept of social e-shopping, based on
combining eshopp

ing with social networking.

Dahiya R(2012) study that the Online shopping is a recent phenomenon in

the field of E-Business and is definitely going to be the future of shopping in
theworld. Most of the companies are running their on-line portals to sell
their products/services on-line. Though online shoppingis very common
outside India, its growth in Indian Market, which is a large and strategic
consumer market, is still not in linewith the global market. The potential
growth of on-line shopping has triggered the idea of conducting a study on
on-lineshopping in India. The present research paper has used Qualitative
and Quantitative research methods to study the impact ofDemographic
factors of consumers on on-line shopping parameters like satisfaction with
on-line shopping

Osman, Yin-Fah &Hooi-Choo (2010)This study examined the attitude

towards online purchasing behavior among UPM students. A purposive
sampling method was used and the sample comprised of 100 students who
studying at Universiti Putra Malaysia (UPM). Data were collected via self-
administered questionnaire. The questionnaire consisted of four sections:
respondents’ socio-demographic background, attitude, purchase perception
and website quality. Results indicated that majority of respondents had
moderate level of purchase perception and website quality towards online
purchasing.

2.2 Table for Literature Review

S.L AUTHOR NAME OBJECTIVES METHODOLOGY FINDINGS
NO AND
YEAR

1. . M.vidya To analyse the Descriptive method It finds that the

&pP.Selvamani(2019 influence of online shopper are
) product satisfied with all the
features over product dimensions.
consumer
behaviour.

2. .Sulastini, Fedorko I., To analyse the Survey method It finds out that
Bačík R., Fedorko R. shopping there is a need to
(2018) behaviour of include online
consumers on activities in the
the internet. marketing activity is
thus to reach a wider
range of user.

3. Shergill & To analyse the Sampling method It Find that one of

chen(2005) key factor the reason of not
influencing shopping online is
New Zealand's security issue.
online purchase
behaviour.

4. Sultan &Henrichs To analyse the Survey method It finds that

effect of time consumer
(
of adoption of willingness to adopt
internet base internet as a
services on shopping medium
preference at was related to
the individual income
consumer level

5. Upasana K(2015) To know about Descriptive and Find that the

the purpose of analytical method customer online
using internet purchase intention
and finds are significantly
popular etailing related to their
website gender education
and age
SL AUTHORS OBJECTIVE OF METHODOLOG FINDINGS
NO. NAME AND THE STUDY Y
YEAR

6. D Amit & The main objective of Survey method It finds that the
Malsawmi S the study is to know the increase internet
consumer perception shopping annoy free
(2013)
and behaviour towards shopping
online shopping. environment

7. Santhosh To know the impact of Sampling method It finds that the

V(2022) social media expect to online customers
online shopping. keep of sincere
relationship and up
to date data with
respect to the item
types.

8. Charles To analyse the shoppers Sampling method It finds the shoppers

D&Alesia particularly women particular women
M(2010) towards online are motivated by
shopping . variety of different
reasons including
socialising and
enjoyment.

9. Dahiya R(2012) To identify the various Survey method It finds that

categories of consumer have
demographic factors perceived online
and variables impacting shopping in a
on land shopping positive manner.
behaviour of consumer
in India.

10. Osman yin- Analyse the Sampling method It's finds that
fah&hooi-choo undergraduate students website quality and
behaviour towards purchase for ships
online marketing. on her significant
relationship with
online shopping

CHAPTER-3

RESEARH
METHODOLOGY

3.1 METHODOLOGY
The research is based upon both primary and secondary data both. The
primary data was collected through a questionnaire designed exclusively
for the study. Secondary data was taken from Research papers, journals,
magazines, and websites.

3.2 SOURCES OF DATA

Data collection is the term used to describe a process of preparing and

collecting data.

 Primary Data – Questionnaire given to 40 respondents .

 Secondary Data – Websites and online journals, Published reports &
Review of literature from published articles.

3.3 Tools Of Analysis And Presentation

The collected data has been analyzed and interpreted by using different
statistical tools such as percentages and pie chart .

. 3.4 STRUCTURE OF QUESTIONNAIRE

Questionnaire was divided into two sections. First part was designed to
know the general information about customers and the second part
contained the respondent‘s opinions about customer‘s satisfaction .

3.5 LIMITATION OF STUDY

The study suffers from the following limitations:

 The study is based on the oppion of only 40 respondents . It cannot

be generalized.
 The data was collected through structured questionnaire and
analysed based on the information given by respondents.
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

The study on Consumer Behaviour Towards Online Shopping has been

conducted by collecting primary data from 100 sample respondents.
The primary data collected has been analyzed and interpreted with
help of percentage analysis. The collected data has been presented in
the form of tables and charts. The analysis and interpretation of data
is as follows;
 S.N RESPONDED PERCENTAGE
O

1 10-20 years 5%

2 21-30 years 80%

3 31-40 years 5%

4 Above 40 10%
year

TABLE 4.1
INTERPRETATION

From the above data ,it is clear that 80%of respondents belongs to the age class
21-30,10% of the respondents belongs to the age class 40 and above,5% of the
respondent belongs to the age class 10-20 and 5% belongs to the age class 31-
40.
GENDER:
S.N RESPONDENTS PERCENTAGE
O

1 Male 37.5%

2 Female 60%

3 Prefer not to say 2.5%

INTERPRETATION :

From the above data it is clear that 60%of respondents are female, 37.5%
respondents are male.

S.N RESPONDENTS PERCENTAG

 o E

1 Higher 2.5%
secondary

2 Graduate 45%

2 Post graduate 52.5%

INTERPRETATION:

From the collected data it is identified that 52.5% of the respondents

are ,postgraduate,45% respoare dentsgraduate and 2.5% respondents are
undergraduate.

MARRITAL STATUS OF RESPONDENTS:

S.No RESPONDENT PERCENTAGE

S

1 Married 17.5%

2 Unmarried 82.5%
INTERPRETATION:

The analysis shows that 82.5% respondents are unmarried and 17.5%
respondents are married.

S.No RESPONDENTS PERCENT

AGE

1 Student 47.5%

2 Private sector 35%

employee

3 Public sector 7.5%

employee

4 Self employed 10%

INTERPRETATION:

The analysis shows that 47.5% respondents were student,35% were private
sector employee,10% respondents were self employed and 7.5% were public
sector employee.
S.No PARTICULARS PERCENTAGE

1 Yes 70%

2 No 12.5%

3 May be 17.5%

INTERPRETATION:

The analysis shows that 70% respondents Shop online and 12.5%
respondents don't Shop online .

S.NO PARTICULARS PERCENTAGE

 1 Electronic 17.5%

2 Books 5%

3 Accessories 17.5%

4 Dresses 60%

INTERPRETATION:

The analysis shows that 60% of respondents buy dresses online,17.5%

respondents buy electronic,17.5% respondents buy accessories and 5%
respondents buy books online.

S.NO PARTICULARS PERCENTAGE

1 24*7 35%
availability

2 Comfort 30%

3 Offer 15%

4 Varity 20%
INTERPRETATION:

The analysis shows that 35% respondents shops online due to 24*7
availability,30% respondents shops online due to comfort,20% respondents
shops online for variety and 15% shops online due to offer.

S.No PARTICULARS PERCENTAGE

1 Amazon 12.8%

2 Flipkart 59%

3 Myntra 25.6%

4 Ajio 2.6%

INTERPRETATION:

The analysis shows that 59% respondent prefer to use Flipkart,25.6%

respondents prefer Myntra,12.8% respondents prefer Amazon and 2.6
respondents prefer ajio.
S PARTICULARS PERCENTAGE
NO.

1 Banking card 5.15%

2 Mobile 5.15%
banking

3 UPI 89.7%

INTERPRETATION:

From the above data,it is clear that 89.7% respondents use UPI,5.15%
respondents use mobile banking,and 5.15% respondents use banking card.
 S. PARTICULAR PERCENTAGE
NO S

1 Yes 60%

2 No 40%

TABLE

INTERPRETATION :

From the above table it is analysed that 60% respondents prefer online
shopping and 40% respondents prefer offline shopping .

FIG

S. NO PARTICULARS PERCENTAGE

1 Always 41%

2 Often 17.9%

3 Rarely 33.3%

4 Never 7.7%

TABLE

INTERPRETATION:

From the above table it is clear that 41% respondents always concern about
privacy from buying products online,33.3% respondents rarely concern about
privacy,7.7% respondents never concern about privacy from buying online.
 S. NO PARTICULARS PERCENTAG
E

1 Yes 72.5%

2 No 7.5%

3 May be 20%

INTERPRETATION:

From the above data it is clear that 72.5% respondents were satisfied with
online shopping and 7.5% respondents were not satisfied with online
shopping.

CHAPTER – 5

FINDINGS& CONCLUSION

5.1 Findings of the Study on Consumer Behavior towards Online

Shopping

The major findings of consumer behaviour towards online shopping are as

follows

Both the genders are likely to shop online but as compared to male,
female do more online shopping.
It has been analysed that people in the age group between 21 to 30 years
are more interested in doing online shopping as compared to other is groups.

Education level of respondents was also found to be positively related with

online purchase frequency employing that the higher the education level of
people more engaged in purchasing goods over internet.

The most popular website for online purchase was Flipkart followed by
myntra, Amazon.

The most popular items purchased by people over internet are dresses
followed by electronics.

Customers concern for security is found to be negatively related with their

online purchase decision people highly concerned about security.

5.2CONCLUSION

After completing the project, it is revealed that customers are partially

satisfied with online shopping. Some corrections in the facility can fully
satisfy the customers. Online shopping sites provide a big platform for
customers for shopping and they can save time by shopping online. By
removing the online frauds, sites can create a high place in the mind of
customers. Customers need fast delivery of good quality products, a wide
range of products and competitive prices are of the main factor that attracts
people towards online shopping, more improvements in this two field attract
people more. Online shopping provides an important role in the mind of
customers.
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3.Shergill & Chen(2005): Consumers’ Attitudes towards Online Shopping In

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