CUSTOMER‟S PERCEPTION TOWARDS ONLINE SHOPPING

APPLICATION

Submitted in partial fulfillment of the requirements for the award of

Master of Business Administration

by

HEMAVATHI M
Register No. 39410068

SCHOOL OF BUSINESS ADMINISTRATION

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI - 600 119

April - 2021
 SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with “A” grade by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai – 600 119
www.sathyabama.ac.in

SCHOOL OF BUSINESS ADMINISTRATION

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of HEMAVATHI.M

39410068 who have done the Project work entitled “CUSTOMER‟S PERCEPTION

TOWARDS ONLINE SHOPPING APPLICATIONS” under my supervision from

January 2021 to March 2021.

Dr. TR. KALAI LAKSHMI, M.A., M.B.A., M.Phil., Ph.D.,

Internal Guide

Dr. BHUVANESWARI G.
Dean – School of Business Administration

Submitted for Viva voce Examination held on _______________.

Internal Examiner External Examiner

 DECLARATION

I HEMAVATHI.M 39410068 hereby declare that the Project Report entitled

“Customer‟s perception towards Online Shopping Applications” done by me

under the guidance of Dr. TR. Kalai Lakshmi, M.A., M.B.A., M.Phil., Ph.D., is

submitted in partial fulfillment of the requirements for the award of Master of Business

Administration degree.

DATE:

PLACE: HEMAVATHI.M
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for completing it

successfully. I am grateful to them.

I convey my sincere thanks to Dr. BHUVANESWARI G., Dean, School of Business

Administration and Dr. PALANI A., Head, School of Business Administration for

providing me necessary support and details at the right time during the progressive

reviews.

I would like to express my sincere and deep sense of gratitude to my Project Guide

Dr.TR. Kalai Lakshmi, M.A., M.B.A., M.Phil., Ph.D., for her valuable guidance,

suggestions and constant encouragement paved way for the successful completion of

my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members of the

School of Business Administration who were helpful in many ways for the completion of

the project.

HEMAVATHI.M
 ABSTRACT

Customer perception is important for every company in e-commerce industry

because it gives an idea about customers‟ buying behavior, their loyalty towards them
and also determines the idea of advertisement and communicating to the target
customers.
This study explains the views of customers on the influencing factors, attracting
features, satisfied parameters, issues faced by customers and some of the
suggestions regarding the improvement of services. The study uses Questionnaire to
collect primary data from the customers. The study found that every customer has
their perception towards their buying behavior but most of the customers prefer some
of the features as important. The features are Home delivery, various payment
methods, Easy User Interface, Discounts/Offers provided, Return and refund options,
tracking of delivery items etc. Statistical tools used are percentage analysis, Chi
square in spss and ANOVA in spss.

i
 TABLE OF CONTENTS
CHAPTER NO. TITLE PAGE NO
ABSTRACT i
LIST OF TABLES iii
LIST OF CHARTS iv
1 INTRODUCTION 1
1.1 Introduction 1
1.2 Industry Profile 1
1.3 Need for the Study 8
1.4 Scope and Significance of Study 8
1.5 Objectives of the Study 9
1.6 Limitations of the Study 9
2 REVIEW OF LITERATURE 10
3 RESEARCH METHODOLOGY 18
3.1 Research Design 18
3.2 Sampling Technique 18
3.3 Sources of Data 19
3.4 Structure of Questionnaire 19
3.5 Sample Size 19
3.6 Period of Study 19
3.7 Statistical Tools Used 19
4 DATA ANALYSIS AND INTERPRETATION 20
4.1 Percentage Analysis 20
4.2 Chi square test 48
4.3 ANOVA test 49
5 FINDINGS, SUGGESTIONS AND 50
CONCLUSION
5.1 Findings of the Study 50
5.2 Suggestions 51
5.3 Conclusion 52
REFERENCES
APPENDIX – I (Questionnaire)
APPENDIX – II (Article)

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 LIST OF TABLES
TABLE PARTICULARS PAGE
NO. NO.
4.1.1 Gender of the respondents 20
4.1.2 Marital Status of the respondents 21
4.1.3 Age of the respondents 22
4.1.4 Occupation of the respondents 23
4.1.5 Annual Income of the respondents 24
4.1.6 Frequency of purchasing using online shopping applications 25
4.1.7 Mostly used Online Shopping Application by the customers 26
4.1.8 Money spent in a single product 28
4.1.9 Money spent on online Shopping Applications by the customers 29
in a month
4.1.10 Frequency level of buying various categories of items 30
4.1.11 Customer‟s Needs in Online shopping applications 32
4.1.12 Customer‟s perception towards Features of Attraction in Online 34
shopping applications
4.1.13 Customer‟s perception towards Important features of Online 36
shopping applications
4.1.14 Satisfaction level of customers towards Important parameters 38
4.1.15 Method of payment preferred by customers 39
4.1.16 Secured feel of customers with payment methods 40

4.1.17 Customer‟s Level of agreement for beneficiary factors 41

4.1.18 Customer‟s perception towards Issues faced 43
4.1.19 Customer‟s Level of agreement for the complaints so far 45
4.1.20 Level of satisfaction towards Online shopping applications 47
4.2.1 Table showing the association between Annual Income and 48
frequency of online purchase by the customer
4.3.1 Table showing association between age of the respondent and 49
their opinion toward the risk involved in Shopping via online
applications

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 LIST OF CHARTS
CHART PARTICULARS PAGE
NO. NO.
4.1.1 Gender of the respondents 20
4.1.2 Marital Status of the respondents 21
4.1.3 Age of the respondents 22
4.1.4 Occupation of the respondents 23
4.1.5 Annual Income of the respondents 24
4.1.6 Frequency of purchasing using online shopping applications 25
4.1.7 Mostly used Online Shopping Application by the customers 27
4.1.8 Money spent in a single product 28
4.1.9 Money spent on online Shopping Applications by the 29
customers in a month
4.1.10 Frequency level of buying various categories of items 31
4.1.11 Customer‟s Needs in Online shopping applications 33
4.1.12 Customer‟s perception towards Features of Attraction in 35
Online shopping applications
4.1.13 Customer‟s perception towards Important features of Online 37
shopping applications
4.1.14 Satisfaction level of customers towards Important parameters 38
4.1.15 Method of payment preferred by customers 39
4.1.16 Secured feel of customers with payment methods 40

4.1.17 Customer‟s Level of agreement for beneficiary factors 42

4.1.18 Customer‟s perception towards Issues faced 44
4.1.19 Customer‟s Level of agreement for the complaints so far 46
4.1.20 Level of satisfaction towards Online shopping applications 47

iv
 CHAPTER - 1

INTRODUCTION

1.1. INTRODUCTION:

The Internet has reached wide range of people around the world and is
still increasing as the number of utilizers of internet increase. This leads the world
to introduce facilities that can be used through devices that we hold with us. And
one of the facilities that made the life of shopping lovers simple is the online
shopping applications.

In the earlier days, the people needed to go around the market area to
spend a day for shopping but does not get satisfied even spending a day draining
energy. That was made simpler by introducing websites for shopping. After the
arrival of websites, Applications were introduced to make the customers feel even
more convenient than they felt for websites. This project will help the e-commerce
companies to know about their customer perception towards their applications and
how much they are convenient and satisfied with the facilities available in their
applications and also the issues faced by the customers are analyzed.

Customer perception can make or break a brand. When customers

receive good products, it will create a positive perception on the company‟s image,
but if the customers had a bad experience, then it will bring a negative perception
on the company‟s image. When companies work towards strengthening the bond
between customers and company, customer perception improves and will gives a
way for a better competitive edge. This can happen only when the company
researches on the customers‟ perception towards their online shopping
application. Knowing the perception of the customers will help the company to
improvise their service towards them.

1.2. INDUSTRY PROFILE:

Internet has been a game changer in the way people shop. Many
companies are using the online platform with the aim of cutting edge marketing
costs, thereby reducing the price of their products and services to stay ahead in
the highly competitive market. It is easier for the company to develop by getting

1
feedbacks from their customers through online. It is much easier to reach new
customer in this platform through various e-marketing strategies.

Although most of the revenue transaction comes from B2B platforms, the
practitioners of b2c platform should not lose hope. It has been a decade when b2c
E-commerce evolved. Scholars and practitioners of electronic commerce
constantly strive to get an improved insight into customer behavior in cyberspace.

Along with the development of e-retailing, researchers continue to explain E-

consumers behavior from different perspective. Many of their studies have posited
new emergent factors or assumption which are based on the traditional models of
consumer behavior and examine their validity in the Internet context.

There are e-commerce Apps and also websites that belong to the industry.
They both have their advantage and disadvantages. A mobile website is made to
use on a cell phone or tablet, so users can shop easily and make purchase. While
Mobile applications are programs created for cell phones only. They transform into
the powerhouses of fun and entertainment. Mobile applications guarantee the best
mobile experience for the clients.

1.2.1. THE DIFFERENT TYPES OF BUSINESS MODELS IN E-COMMERCE:

1.2.1.1. BUSINESS TO BUSINESS (B2B):

This business model is nothing but E-commerce between companies. The

b2b business model E-commerce deals with relationship between and among
businesses. Almost 80% of the companies use this type of model. B2b grows
faster than any other business model. It has the potential to improve the efficiency
and effectiveness of a company‟s sales. Instead of receiving orders through
humans, they receive through telephone, E-mail by reducing the overhead costs.

1.2.1.2. BUSINESS TO COMMERCE (B2C):

This kind of business takes place between companies and customers. In

this type of business model people purchase all kind of goods like physical goods,
informational goods such as software or e-books. Business‐to‐consumer describes
activities of businesses serving end consumers with products and/or services.
E.g., Makemytrip, Paytm (One97)

2
1.2.1.3. BUSINESS TO GOVERNMENT (B2G):

B2G includes any kind of relationship between public authorities, such as the
government, and companies. Public services are contact points for legal matters,
for example, but may also interact with companies in the form of lobbying. A third
form of cooperation between companies and public authorities also understood as
a B2G relationship is the public-private partnership (PPP).

To simplify processes for both companies and public authorities,

communication in the B2G is increasingly taking place online. For companies, the
significantly faster applications processing is ideal, and means a more efficient
transaction can take place. For example, you can download forms directly or
transfer your tax dues. B2G is usually intended to be a long-term working
relationship, and is characterized by a high order volume. It is therefore vital that
both sides have fast and well-functioning communication.

1.2.1.4. CUSTOMER TO CUSTOMER (C2C):

Customer to customer (C2C) is a business model whereby customers can

trade with each other, typically in an online environment. Two implementations of
C2C markets are auctions and classified advertisements. C2C marketing has
soared in popularity with the arrival of the Internet and companies such as eBay,
and Craigslist.

Customers benefit from the competition for products and often find items that
are difficult to locate elsewhere. Also, margins can be higher than traditional
pricing methods for sellers because there are minimal costs due to the absence of
retailers or wholesalers. C2C sites are convenient because there is no need to
visit a brick-and-mortar store. Sellers list their products online, and the buyers
come to them.

1.2.2. MOBILE-COMMERCE IN INDIA:

E-commerce Industry in India has always has its scope in the nation. The e-
commerce industry has been seeing rapid growth in recent years. The shopping
trends have changed and so has the customer behavior. According to statistics,

3
58% of people expect to shop more online now than they did before. And shopping
apps are rising up to the challenge.

E-commerce Industry has changed its own way of Business that is carried
out in India. The Indian market of E-commerce is expected to grow from US$ 38.5
Billion as of 2017 to US$ 200 Billion by 2026. The industry growth is basically due
to the increase in the usage of Internet and Smartphones in India. Driven by the
„Digital India‟ program, the number of internet connections and users has been
significantly increased to 760 Million as of August 2020. Out of the total Internet
connections, 61% were from Urban areas, of which 97% of the connections were
wireless which is a great sign to develop E-commerce Industry.

Online shopping is a section of electronic commerce where people buy

things over the internet. It mostly uses two mediums, one is shopping websites
and the other is mobile applications. Ever since smartphones have become an
everyday part of our lives, mobile apps have considerable influence on most things
we do. Thus, Online shopping apps or M-commerce apps have started ruling the
e-commerce industry.

M-commerce is the buying and selling of goods and services through wireless
technology. i.e. handheld devices such as cellular telephones and personal digital
assistants (PDAs). Mobile commerce is any transaction, involving the transfer of
ownership or rights to use goods and services, which is initiated and/or completed
by using mobile access to computer-mediated networks with the help of an
electronic device.

1.2.3. TOP ONLINE SHOPPING APPLICATIONS AT PRESENT:

 AMAZON
Amazon has an amazing pace from the date it has started which made
them to achieve this much reach now. Amazon app has its easily
understandable User Interface which is classic and it also delivers goods
from worldwide range. Goods from abroad are Electronics, Mobile
accessories, Books, Home appliances etc. It also has a reasonable record
in India. Mostly recognized features of Amazon are fast delivery,
reasonable price and worldwide reach.

4
 FLIPKART
Flipkart Company was started in 2007 with the main focus on Books sales
which has captured the customers from India. Slowly, Flipkart has built its
own customer base and Services which brought its number 1 position in
India. Flipkart was the top Shopping Application in India until FDI eased its
norms on restrictions on foreign companies to invest in the Indian e-
commerce Market which brought Flipkart to face the competitors around
World. The reason for its Reach in India is its festival Offers and Periodic
Big deals.
 MYNTRA
Myntra is a well-known shopping Application in India for its up-to-date
trendy cloths in the store. Myntra is famous for the variety of clothing for
both men and women in a single store. They provide the latest trends to the
customers with great price and Quality clothes. Fashion Enthusiasts choose
Myntra App as their first choice for classy and trendy dresses. The reason
why customers choose Myntra can be because it has best selection of
clothing, easy return policy and also Availability of Quality clothes.
 AJIO
The name „AJIO‟ came from the most famous name „Jio‟ from the Reliance
Enterprises. Their slogan is “Doubt is Out” which is creating a hope in the
shopping application and its products. Although Ajio has many categories of
products, customers mostly use the app for clothes purchases than other
categories. It has the better collection of International brands in the
Application. Ajio app provides free shipping and discount offers than other
Applications.
 NYKAA
Nykaa Application has many categories of products but it is known for its
baby products. Nykaa application was founded in Mumbai and now it has
gained vast customer base. This Application has a very interesting user
interface which can be an eye soothing to the customers. The specialty of
this App is it sells the region based skin care products from various regions

5
 around the world to its customers. This App provides Quality products to the
customers.
 CLUB FACTORY
Club Factory first started as stores in the beginning of its business. And it
slowly started its shopping application. This Application has many
categories of items in it and it has better performance in delivering the
product. And also the Quality of the products is also great.

 CRAFTSVILLA
Craftsvilla is the shopping Application which has many products of Ethnic
culture and the tradition of India. The site of Craftsvilla is better than the
Application‟s User Interface as it needed some modification to it. Application
design and its interface is the mostly received complaint for Craftsvilla.
 TATACLIQ
The Tata Company is the well-known company in India. It has started an
Online Shopping platform for its customers for their convenience in buying.
At first they have struggled but now they are now growing slowly and
steadily in this market. They have the faster Refunding process and the
services provided by the application are very interactive and intuitive.
Tatacliq also provides products with lower price and better warranties.
 PAYTM MALL
Paytm Mall is launched by Paytm which is one of the top Online Payment
Systems in India. This Online Shopping Application has a wide range of
product categories like Electronics, Fashion, furnishing etc. The main
advantage for the customers using this application is that they can use
promo-code for exclusive offers and cash-backs. This Application will bring
trustworthiness of the customer as it it-self is connected to a leading
financial service.
 SHOPCLUES
ShopClues are mainly known for its greater selection of products,
reasonable price and shorter delivery duration. This Shopping application
has gained trust from the customers. In ShopClues there are many
categories of products and the customers also see quality products in this
Shopping Application. They also have customer friendly policy which helps

6
 the customers to understand it easily. ShopClues App have superior quality
products from the merchandise.
 EBAY
eBay is one of the top sites that were used in India. It also launched its
Online Shopping Application. It is not used like before as there are many
competitors up ahead. But the application did have all type of products
which was once brought by the customers. They still top the search results
but needed to improve some of the Application facilities to retain its old
glory.
 SNAPDEAL
Snapdeal is one of the most used apps for the purchase of books and
electronic products. This Shopping Application has many products that are
noticeable than only clothing. Customers prefer this application for
computer, mobile phones, books, electronics, home appliances and many
other product categories. But right now the application is needed to put in
some more efforts to retain its market position.

1.2.4. FUTURE OF E-COMMERCE IN INDIA:

The 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. India e-commerce sector will reach US$99 billion by 2024 from
US$30 billion in 2019, expanding at a 27% CAGR, with grocery and
fashion/apparel likely to be the key drivers of incremental growth. The Indian e-
commerce sector is ranked 9th in cross-border growth in the world, according to
Payoneer report. Indian e-commerce is projected to increase from 4% of the total
food and grocery, apparel and consumer electronics retail trade in 2020 to 8% by
2025.

As most Indians have started shopping online rather than stepping outside their
houses, the Indian e-commerce sector witnessed an increase. Also, as per the
Mckinsey report, ~96% consumers have tried a new shopping behavior; 60%
consumers are expected to shift to online shopping in the festive season and
continue shopping online beyond the COVID-19 pandemic. Huge investments
from global players – such as Facebook, which is investing in Reliance Jio – are
7
being recorded in the e-commerce market. Google also reported its first
investment worth US$ 4.5 billion in Jio Platforms. This deal was followed by the
purchase of Future Group by Reliance Retail, expanding the presence of the
Ambani Group in the e-commerce space.

Much of the growth in the industry has been triggered by increasing internet and
smartphone penetration. As of August 2020, the number of internet connections in
India significantly increased to 760 million, driven by the „Digital India‟ program.
Out of the total internet connections, 61% connections were in urban areas, of
which 97% connections were wireless.

Smartphone shipments in India increased by 8% to reach 50.0 million units in the

first-quarter of 2020, driven by positive shipments of all smartphone vendors in the
market. Samsung led the Indian smartphone market with 24% shipping share,
followed by Xiaomi at 23%.The Government of India‟s policies and regulatory
frameworks such as 100% Foreign Direct Investment (FDI) in B2B E-commerce
and 100% FDI under automatic route under the marketplace model of B2C E-
commerce are expected to further propel growth in the sector. As per the new FDI
policy, online entities through foreign investment cannot offer the products which
are sold by retailers in which they hold equity stake.

1.3. NEED FOR THE STUDY:

People are becoming more comfortable with the online life activities. There are
increasing number internet users in the world and the population is also
increasing. The number of Online Shopping Applications users is also increasing
and the demand and expectations from the customers towards the application is
also increasing. So, it is needed to study the perception of a customer to know
what they need and their demand towards the shopping Application.

1.4. SCOPE OF THE STUDY:

 The study on customer‟s perception provides the companies, the growing

demands in the e-commerce industry.
 Understanding customer‟s perception helps the company to gain
opportunities among the competitors in e-commerce Industry.
 The study will provide the insights of the customer expectations.
8
  Customer Perception is studies how the customer has their opinion towards
the features and facilities of Online shopping Applications.

1.5. OBJECTIVES OF THE STUDY:

„Objectives of the study‟ describes about what the research is trying to

achieve and it also summarizes the accomplishments to be achieved by the
researcher in the study. There are Primary objective and Secondary objective to a
study. Primary objective should be an abridged form of the statement of the
problem. Secondary Objective should try to establish a relation between two or
more variable related to the study.

1.5.1. PRIMARY OBJECTIVE:

 To analyze the customer‟s Perception towards Online Shopping

Applications.
1.5.2. SECONDARY OBJECTIVES:
 To determine the customer‟s Attitude towards the influencing factors of
online shopping applications.
 To determine the key issues faced by the customers on online shopping
applications.
 To determine the customer‟s perception towards the features that is
attractive to the customers.
 To analyze the customer‟s perception towards the convenient and beneficial
factors in Online Shopping Applications.
1.6. LIMITATIONS OF THE STUDY:

 The study has collected the data from the people of Urban Area. So, further
more data collection from rural people may have few changes in their
opinion.
 Due to time constrict, only 200 responses were collected from the
customers of shopping application.
 The analysis may be biased as the results are based on the information
provided by the respondents.

9
 CHAPTER – 2
REVIEW OF LITERATURE

 Komal et. al. (2020) The research concluded that online shopping is easy
and time saving and also saves time, children pressure is low, discounts
and offers, availability of easy product rating, provides expert feedback,
return policy etc.,. The issues are delivery time and goods are not supplied
as per the order, returning process, incomplete and inappropriate
information which are faced by women online shoppers.
 Tanzeel and Shivani (2020) explain that e-commerce has been very
advantageous for the customers creating value beyond geographical
boundaries and generating the growth of business. The majority of the
customers are highly satisfied with the products and services by Amazon.
The study explains that other factors such as discounts and offers, on time
delivery, easy return and exchange, secured transactions etc., Not only the
younger generation is prone to the online shopping via Amazon but also
people above 40 years of age also prefer Amazon which shows the
consideration of Amazon towards different age peoples. Online platforms
are not trusted by many in India so the paper helped in identifying the
satisfaction towards exchange/refund policy.
 Mohammed and Chandu (2020) stated that mostly young people are
appended to internet shopping than senior individuals. Also those who shop
online will also books tickets online as it is less expensive than market cost.
The most affecting factors are cost, security, Guarantees and warrantees,
conveyance time, notoriety of the organization and protection of data.
Flipkart.com is the main web based shopping sites in India. The mostly
bought items are books and tickets. Understanding the youthful online
customers empower the e-retailers to create reasonable showcasing
methodology so as to pull in and convert potential client as a functioning
clients.
 Mathan and Naveena (2020) have concluded that online shopping in India
is expanding and can reach more areas. E-retailers should take actions to
face and contain problems faced by their customers on online shopping and
to offer full-fledged service like quality goods at a cheaper price, immediate

10
 replacement of damaged goods, shortening of delivery time, which
increases customer loyalty and will attract new customers.
 Kamaraj et. al. (2019) has concluded in their study that the online market
has a greater potential by ensuring that the factors to be considered should
take care which will further boost the demand of the goods that the e-
commerce service offers. And the researcher wants the companies to
create awareness among the people about the security and safety
measurements provided.
 Nagalakshmi (2019) states that there are four important affecting factors of
online shopping behavior in Chennai are reason, problem, satisfaction and
technology. This research concludes that there are many factors which may
get even more categorized and with more attributes such as Social
influencing factors.
 Hari (2019) has concluded that purchasers Online are increasing every day
and male purchasers are higher than the female. The people studied more
than higher education are showing interest on e-purchasing. There is higher
association on consumer perception by demographic factors. Their
perception considering their background makes online purchasing alive
around the geographical area of Hyderabad and Secunderabad.
 Wilson (2019) explains in the study that the online shopping with Good
Corporate image should come out with massive advertising campaign and
multi-number of firms in each size. Advertisements will automatically make
the customers move to the products. Online shopping should strengthen up
weak areas like after sales service, advertisement and varieties of models.
The competing brands should withhold their strong areas like brand loyalty,
corporate image etc., this will help the online shopping to become the top
player around.
 Almarashdeh et. al. (2019) has explained that the study is to investigate it
there is any statistical difference in mean value regarding shopping online
on four major factors such as convenience in searching, access
convenience, service recovery convenience and behavioral intention to use.
The results declare that customers feel more comfortable with mobile apps

11
 than websites in terms of the above mentioned factors. And also there is no
significance difference in customer behavior to use the shopping platforms.
 Azham et. al. (2019) has conducted a study to assess the mobile usability
of Mudah.my and to evaluate its effectiveness, efficiency and user
satisfaction. The applications are easier for users to locate goods and
services from a remote marketplace and also can advertise and sell
products without owning or renting a shop. The study concluded that the
applications are easy to use and consistent and also there are some
usability issues. The study suggests the Mudah.my developers should
make some further enhancements on the interface of the mobile application
so as to deliver a more usable application that meets user‟s expectations
and needs.
 Inderpal and Pooja (2019) has studied the customer perception towards
online shopping and identified the factors that influence the customers to
buy online. And concluded that there are many factors such as product
information, online payment, convenience and variety, customer attitude,
easy accessibility, flexibility, price, consciousness and challenges of online
shopping determine the perception of the customers towards online
shopping websites. The researcher has explained about the websites but
not about the applications which is the gap to be considered for further
researches.
 Bhoomi (2018) has researched about the major e-commerce players in
India which are Amazon and Flipkart. The study explains about their
performance and Influence among the customers. The innovative thinking,
offers and discounts were attractive and they made customers‟ work easier
and comfortable. Flipkart and Amazon are still the competitors to each other
while Amazon is the leader of electronics market in India. They conducted
some studies and learnt the perception of the customers which made them
understand the customers.
 Pitchaimani and Ambika (2018) states that the perception of the customer
is analogous and distinct based on their personal characteristics. The kids
are using online booking more compared to that of elders due to lack of
knowledge. It is found that majority of the customers buy online as a result
of its cheaper value. The issues faced are the worth of the merchandise,
12
 protection of the merchandise, Guarantees and warrantees and delivery
time. To make shopping convenient for the customers the study highlights
on simple navigation and access. The majority of the respondents of the
study buy clothes from flipkart.com which is one of the leading sites in India.
The foremost purchased products are books followed by tickets, railway.
Movie, concerts.
 Arlina (2018) has concluded that online shopping is mostly preferred by
male than female and also shopping preferences of an individual in online
and traditional shopping are influenced by the demographic and proprietary
aspects of an online shopping application. The most of the consumers are
middle-class and high-income male and having an online store application
on their smartphone. The study identified that, consumers‟ shopping
preferences and their tendency toward online shopping. Product marketing
strategies can be better prepared by producers and sellers in accordance
with their target market so that the products offered are more targeted and
are able to increase product sales.
 Suvita (2018) concludes that the most attractive features are time saving,
website design, security, price, and convenience from most to least. The
research has showed that all the above mentioned independent variables
are based on dependent factor of online shopping decision. The study
provides the strengths to be concentrated and weaknesses that are to be
terminated. The drawback of the study is that the research was conducted
around Koteshwar, Nepal.
 Bodla and Pinki (2018) concluded that Electronic items are the first
preference for online shopping and the next preferences are Footwear and
e-recharges services. The low preferred items are baby care products and
gift items. The research studied about the preference towards Flipkart,
Amazon and Snapdeal. The managerial implication of the study is very high
as the e-retailers need to promote the low preferred product items and e-
sites to take full advantage of the opportunities offered by growing volume
of e-commerce.
 Rudresha et. al. (2018) has concluded that most of the people has positive
attitude towards online shopping even if they felt some problems in it and
also net banking will become mostly used by people which will improve the
13
 future of online shopping. The research also concluded that online shopping
will take over as the prime marketing and selling channel in India in near
future.
 Parveen (2018) has researched that online shopping is convenient mostly
to the students and for the “Net-Generation”. But still most of the customers
prefer physical shopping because of some problems that arise in online
shopping. The companies should analyze the shopping behavior of the
customers and make it simple and beneficial for the customers. It is found
that most of the customers are modern people who are from working
segment which clearly justifies the projected growth of online shopping.
 Priyanka (2017) concluded that Online shopping usage is constantly
increasing around the developing nations of the world. The study has
researched on all the areas of online shopping and found that most popular
mode of payment is cash on delivery and that is depended on the income of
the customers. The research also concludes that age defines the buying
behavior by preferring brands to quality to price along period. Majority of the
people are buying through flipkart.com. Online shopping are specifically
popular for electronic items. The main barrier for online shopping which has
major impact on the customer is the payment safety and privacy issue.
 Sakshi (2017) states the various dimensions of online grocery shopping
ranging from its characteristics, processes, present consumer perception
towards online grocery shopping, Indian players in the market and the
different variables. The study explains the foundation for reasons behind
expanding the market of online grocery shopping and the challenges faced
by the companies. Factors like wide variety of products, offers and
discounts, free home delivery, time saving and convenience, cost effective,
easy terms and conditions, user friendliness, authenticity and genuineness,
easy to order and cash on delivery should be taken as strengths and pillars
of online grocery shopping and these can be modified and improvised to
extract maximum advantage for business.
 Kiran and Siras (2017) states that customer perception includes the
customers‟ opinion towards a product, price, frequency of buying, selecting
the store it may be online and offline stores. The study compared the online
and offline shopping by collecting data related to the study. The conclusion
14
 of the study is that customers are more inclined towards online shopping
than traditional shopping based on the above mentioned factors.
 Mariammal (2017) states that educated customers are aware of the
procedure of buying online as the time has changed towards internet and
online. It was simple for people to shop online but the customers feel
insecurity about the payment procedures through websites. The Indian
customers still wanted to check the products physically before purchasing it
which creates mental hurdle to people according to the research. If the
Indian Online vendors do measure and reduce the risks on the website, it
will maximize the customer satisfaction and profits. Reducing risks will
create e-retailing a booming industry in India.
 Mohan and Vijayadurai (2016) states that online shopping was becoming
popular mode of shopping at the period and the study reveals that the
customers are influenced by the product attributes, relevant information and
trustworthiness. It is better to focus on other attributes because the instant
review does not the help or influence the shopping intention of customers
through online.
 Jayaprakash et. al. (2016) states that technological development has
given rise to a new marketing system. The study revealed that people have
insecurity with online shopping and thus the companies ensure adequate
safety measures in the delivery of products. These problems are to be
solved and should introduce wide range of products with discounts. The
companies should focus on satisfying the customers in the competition era.
 Jaganathan et. al. (2016) This Study about the customer perception
explains that most of the users are younger generation and the elder people
don‟t use online shopping. And suggested that online transaction should be
more flexible foe the customers who perceives the shopping.
 Madhavi et. al. (2016) explains that the trends may show that online
market place is increasing based on the current and future growth in the
number of smartphone users but the reality is very few people having
strong brand presence, heavy investment in developing and promoting
strong apps have been able to benefit from the apps. Mobile apps cannot
be a complete replacement for the websites, because it has some

15
 limitations. Desktop provides better graphical capabilities for websites which
will provide more enhanced user experience while shopping online.
Traditional e-commerce platforms still hold a good amount of customers
and more people are out of reach of mobile apps. For the companies
moving to mobile only marketplace will lost its value among the customers.
The researcher concludes that at the end of the day it is customers‟ choice
to shop according to their convenience.
 Shanthi and Desti (2015) has examined that the most purchasers are of
young age between 20-25 years. The study also revealed that price is the
top most influencing factor in online shopping. The other most influencing
factors determined are security, guarantee and warrantee, delivery time,
reputation of the company.
 Pratiksinh (2014) has studied that most of the customers are having an
alarming barrier like inability to verify the product personally and online
payment security. The study concluded that most of the people are facing
problem during or after the delivery action and also people believe that
online shopping is expensive.
 Abdul et. al. (2014) stated that global usage of the internet has gradually
increased in the past few decades, better understanding of e-commerce
adoption across cultures. The study contributes to the existing technology
adoption and acceptance of literature. The predictive power of the
technology acceptance model seems robust and changes based on the
culture like Pakistan and Canada. There are several methods to be adopted
in each country with several cultures to provide ease of use and perceived.
 Ashish (2014) concludes that online shopping is becoming the new way of
shopping in the upcoming period. Customers are becoming fond to website
shopping after the technology improvement. Online shopping is gaining
popularity among younger generation and among other age people too.
People earning nearly one lakh prefers cash on delivery and earning three
lakh prefers online payment. In India, the online experiences are considered
complex and uncomfortable. People wanted traditional than online
shopping. But still people feel online shopping is comfortable for them to
shop from home.

16
 Aimol et. al. (2014) concludes that the respondents accessed the internet
to support their work on a daily basis but accessed the internet for online
shopping occasionally. People prefer online shopping more to physical
shopping due to benefit such as time saving, comfortable and relaxed
shopping, detailed product information, mode of payment and facility of
easy price comparison impacting consumer behavior towards online
shopping.
 Chan and Rashad (2014) conclude that Online shopping business can
understand the perceptions of the customer which will help the companies
to attract and maintain the loyal customers with satisfaction. It is more
difficult to retain the customers as there are large number of alternatives
and high risk perceived, which may inhibit electronic purchase. Service
quality, website quality and the level of satisfaction is important to gain the
customers‟ trust. Satisfied customers trusts the websites even more, so it is
important to create a loyalty customer.
 Kanwal (2012) the study reveals that most of the online purchasers are
male and the age group is 36 – 45 years people purchase online. The
significant factors of online shopping are price consciousness, convenience
and variety, easy payment options and challenges of online shopping. Many
of the customers are educated and they are mostly Post graduates with a
good income and they are also aware about the scams of the online
shopping. The study concludes that Indian customers face mental hurdle for
not purchasing the products physically.
 Zhi-Shuang et. al. (2011) stated that consumers‟ perception of mobile
applications is a less concerned issue. The study investigated how the
consumers perceive the m-commerce applications in China. The results of
the survey show that the Chinese consumers prefer more mobile
applications with convenience. The results will be helpful to the m-
commerce developers and practitioners to understand the point of view of
consumers, to design a better application which will be very much
satisfying.

17
 CHAPTER – 3

RESEARCH METHODOLOGY

3.1. RESEARCH DESIGN:

Research design refers to the overall strategy utilized to carry out

research that defines a concise and logical plan to tackle the data collection and
interpretation, analysis and discussion of data.

3.1.1. DESCRIPTIVE RESEARCH DESIGN:

The research design of the study is Descriptive research. The Descriptive

research studies are those studies which are concerned with describing the
characteristics of a particular individual or of a group. The studies concerned with
specific predictions, with narration of facts & characteristics concerning individual,
group or situation are all examples of descriptive research studies.

3.2. SAMPLING TECHNIQUE:

3.2.1. CONVENIENT SAMPLING METHOD:

Convenience sampling method is a type of non-probability sampling. This

method is used when the part of the population is close to hand. Convenient
sampling method is used to select sample and collect the data needed.

3.3. SOURCES OF DATA:

There are two different types of data that are adopted for a project. They
are primary and secondary data.

3.3.1. PRIMARY DATA:

Primary data are those which are collected for the first time and they
happen to be original in nature. Here, in this research, Primary data are collected
through questionnaire. Questionnaire is one of the data collection tools which is
used to collect primary data.

18
3.3.2. SECONDARY DATA:

Secondary data are the data that are collected from journals, articles,
books and other data that are available online.

3.4. STRUCTURE OF QUESTIONNAIRE:

The Questionnaire basically has two main types of questions and they are
open ended or open questions and closed ended or closed questions. Open
ended questions are answered as respondents‟ willingness to answer as they
wish. Closed ended questions are answered with a provided list of options. In this
study, most of the closed ended questions are with likert scale type of options.

3.5. SAMPLE SIZE:

The sample size of a study is the total number of samples that are
selected from the Sample unit using which the Data are collected. The sample size
of the study is 200.

3.6. PERIOD OF STUDY:

Period of study describes the period, that is, the date of beginning of the
study and the date of ending of the study. Period of study is from January 2021 to
March 2021.

3.6. STATISTICAL TOOLS USED:

The statistical tools used are Percentage analysis, Bar diagram, Pie chart,
Chi Square test in spss, ANOVA in spss.

19
 CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS:

Table 4.1.1: Gender of the Respondents

GENDER NO. OF RESPONDENTS PERCENTAGE

Male 95 47.5

Female 105 52.5

Total 200 100

Source: Primary data

GENDER

47.5% MALE
52.5% FEMALE

Chart 4.1.1: Gender of the Respondents

INTERPRETATION:

From the above table it is interpreted that the number of male respondents is
47.5% and the number of female respondents is 52.5%.

INFERENCE: Majority (52.5%) of the respondents are Female.

20
Table 4.1.2: Marital Status of the Respondents

MARITAL STATUS NO. OF RESPONDENTS PERCENTAGE

Married 109 54.5%

Unmarried 91 45.5%

Total 200 100%

Source: Primary data

MARITAL STATUS

45.5% MARRIED

54.5% UNMARRIED

Chart 4.1.2: Marital Status of the Respondents

INTERPRETATION:

From the above table it is interpreted that the number of married respondents are
45.5% and the number of unmarried respondents are 54.5%.

INFERENCE:

Majority (54.5%) of the respondents are Married.

21
Table 4.1.3: Age of the Respondents

AGE CATEGORIES NO.OF RESPONDENTS PERCENTAGE

Below 18 years 6 3%
18 – 28 years 92 46%
29 – 38 years 32 16%
39 – 48 years 55 27.5%
Above 48 years 15 7.5%
Total 200 100%
Source: Primary data

AGE
3%

7.5%

BELOW 18 YEARS
18 – 28 YEARS
27.5%
29 – 38 YEARS
46%
39 – 48 YEARS
ABOVE 48 YEARS

16%

Chart 4.1.3: Age of the Respondents

INTERPRETATION:

From the above table it is interpreted that the number of respondents below 18
years of age is 3%, 18 – 28 years is 46%, 29 – 38 years is 16%, 39 – 48 years is
27.5%, Above 48 years is 7.5%.

INFERENCE: Majority (46%) of the respondents belongs to 18 – 28 years of age.

22
Table 4.1.4: Occupation of the Respondents

OCCUPATION NO. OF RESPONDENTS PERCENTAGE

Employee 58 29%

Business 67 33.5%

Student 45 22.5%

Home maker 30 15%

Total 200 100%

Source: Primary data

OCCUPATION

15%

29%
EMPLOYEE
BUSINESS
22.5% STUDENT
HOME MAKER

33.5%

Chart 4.1.4: Occupation of the Respondents

INTERPRETATION:

From the above table it is interpreted that the percentage of respondents who are
Employees is 29%, Business is 33.5%, Student is 22.5% and Home maker is 15%.

INFERENCE:

Majority (33.5%) of the respondents are doing Business.

23
Table 4.1.5: Annual Income of the Respondents

INCOME RANGE NO. OF RESPONDENTS PERCENTAGE

Below 3 lakhs 85 42.5%
3 – 6 lakhs 85 42.5%
6 – 9 lakhs 21 10.5%
9 – 12 lakhs 8 4%
Above 12 lakhs 1 0.5%
TOTAL 200 100%
Source: Primary data

ANNUAL INCOME
0.5%
4%
10.5%
BELOW 3 LAKHS

42.5% 3 – 6 LAKHS
6 – 9 LAKHS
9 – 12 LAKHS
42.5% ABOVE 12 LAKHS

Chart 4.1.5: Annual Income of the Respondents

INTERPRETATION:

From the above table it is interpreted that the percentage of respondents‟ income
level below 3 lakhs is 42.5%, 3 – 6 lakhs is 42.5%, 6 – 9 lakhs is 10.5%, 9 – 12
lakhs is 4% and above 12 lakhs is 0.5%.

INFERENCE: Majority (42.5% & 42.5%) of the respondents is earning below 3

lakhs and 3 – 6 lakhs as their annual income.

24
Table 4.1.6: Frequency of Purchasing Using Online Shopping Applications

FREQUENCY LEVEL NO. OF RESPONDENTS PERCENTAGE

Very often 32 16%
Often 67 33.5%
Not very often 49 24.5%
Rare 35 17.5%
Very rare 17 8.5%
Total 200 100%
Source: Primary data

FREQUENCY

8.5%
16%

VERY OFTEN
17.5%
OFTEN
NOT VERY OFTEN
RARE
33.5%
VERY RARE
24.5%

Chart 4.1.6: Frequency Of Purchasing Using Online Shopping Applications

INTERPRETATION:

From the above table it is interpreted that the percentage of frequency of

respondents using online shopping applications very often is 16%, often is 33.5%,
not very often is 24.5%, rare is 17.5% and very rare is 8.5%.

INFERENCE: Majority (33.5%) of the respondents purchase Often.

25
Table 4.1.7: Mostly Used Online Shopping Applications by the Customers

APPS NO. OF RESPONDENTS TOTA

L (%)
ALWAYS OFTEN SOME RARELY NEVER
(%) (%) TIMES (%) (%) (%)

Amazon 62.5 15.5 15 5.5 1.5 100

Flipkart 28 39.5 20 9 3.5 100

Myntra 11.5 13 30 20.5 25 100

Ajio 14.5 17 18 17.5 33 100

Nykaa 8 12.5 22 18 39.5 100

Club Factory 8 15.5 27.5 20 29 100

Craftsvilla 5 14.5 17.5 19 44 100

TataCliq 6.5 16 20 14 43.5 100

Paytm mall 5.5 12 19 21.5 42 100

ShopClues 4 14.5 18 23.5 40 100

Ebay 3.5 11 21 22.5 42 100

Snapdeal 4.5 22.5 29 15.5 28.5 100

26
Source: Primary data

ALWAYS OFTEN SOME TIMES RARELY NEVER

100% 1.5 3.5

5.5
90% 9
15 25 29 28.5
33
80% 39.5 44 43.5 42 40 42
20
70% 15.5
20.5 15.5
60% 20
17.5
50% 18 14
39.5 19 21.5 23.5 22.5
40% 30 18 29
27.5
30% 62.5 22 20
17.5 19 18
17 21
20% 13
28 12.5 15.5 16 22.5
10% 14.5 12 14.5
14.5 11
11.5 8 8 5 6.5 5.5 4 3.5 4.5
0%

Chart 4.1.7: Mostly Used Online Shopping Applications by the Customers

INTERPRETATION:

From the above table it can be interpreted that the respondents of about 62.5%
uses Amazon, 28% uses Flipkart and 14.5% uses Ajio Always. 39.5% of the
respondents use Flipkart, 22.5% uses Snapdeal and 17% uses Ajio Often. 30%
uses Myntra, 29% uses Snapdeal and 27.5% uses Clubfactory Sometimes. 23.5%
uses ShopClues, 22.5% uses eBay and 21.5% uses Paytm Mall Rarely. 44% and
43.5% of the respondents never uses Crafsvilla and TataCliq.

INFERENCE:

Majority of the respondents uses Amazon, Flipkart, Ajio, Snapdeal and

Clubfactory.

27
Table 4.1.8: Money Spent in a Single Product

MONEY RANGE NO. OF RESPONDENTS PERCENTAGE

(IN RUPEES)
Less than 500 35 17.5%
500 - 1500 114 57%
1501 – 3500 31 15.5%
3501 – 5000 13 6.5%
More than 5000 7 3.5%
Total 200 100%
Source: Primary data

MONEY SPENT IN A PRODUCT

3.5%
6.5%

17.5% LESS THAN 500

15.5% 500 - 1500

1501 – 3500
3501 – 5000

57% MORE THAN 5000

Chart 4.1.8: Money Spent in a Single Product

INTERPRETATION:

From the above table it is interpreted that 17.5% of the respondents spends less
than 500, 57% spends between 500 – 1500, 15.5% spends between 1501 – 3500,
6.5% spends between 3501 – 5000 and 3.5% spends more than 5000.

INFERENCE: Majority (57%) spends between 500 – 1500 rupees in Online

shopping Applications.

28
Table 4.1.9: Money Spent on Online Shopping Applications by the
Customers in a Month

MONEY RANGE(IN NO. OF RESPONDENTS PERCENTAGE

RUPEES)
Less than 1000 69 34.5%
1000 – 2500 99 49.5%
2501 – 5000 15 7.5%
5001 – 10000 14 7%
More than 10000 3 1.5%
Total 200 100%
Source: Primary data

MONEY SPENT IN A MONTH

1.5%
7.5% 7%
LESS THAN 1000
34.5% 1000 – 2500
2501 – 5000
5001 – 10000
49.5% MORE THAN 10000

Chart 4.1.10: Money Spent on Online Shopping Applications by the

Customers in a Month

INTERPRETATION: From the above table it is interpreted that 34.5% of the

respondents spend less than 1000, 49.5% spends between 1000 – 2500, 7.5%
spends between 2501 – 5000, 7% spends between 5001 – 10000 rupees and
1.5% spends more than 10000 rupees a month on online shopping applications.

INFERENCE: Majority (49.5%) of the respondents spends between 1000 - 2500

rupees on online shopping applications in monthly basis.

29
Table 4.1.10: Frequency Level of Buying Various Categories of Items

CATEGORY NO. OF RESPONDENTS TOTA

ALWAYS OFTEN SOME RARE NEVER L
TIMES
Books 38 10 15.5 14.5 22 100
Electronics 26.5 34 20 10.5 9 100
Food 23.5 18.5 32.5 5.5 20 100
Groceries 12 24.5 17 11 35.5 100
Clothing & footwear 37.5 21 22 5 14.5 100

Sports Equipment 12 20.5 18 19 30.5 100

Toys 12.5 14 23.5 15 35 100

Furniture 8.5 15 18.5 16 42 100
Cosmetics 15 18 17 18.5 31.5 100
Pet supplies 4 19 16 13 48 100
Stationery 11.5 13 23 14.5 38 100
Jewels 7.5 22 13.5 14 43 100
Bags 22.5 15 24 13 25.5 100
Pharmaceutical 8.5 16.5 10.5 14.5 50 100
products
Tickets 23 18 19 7.5 32.5 100

30
Source: Primary data

ALWAYS OFTEN SOME TIMES RARELY NEVER

100%
9 14.5
90% 22 20 25.5
10.5 5 30.5 31.5 32.5
80% 35.5 35 38
5.5 42 48 43
50
70% 14.5 20 22 13
19 7.5
60% 32.5 11 15 18.5
15.5 14.5
50% 21 16 14 24 19
10 34 17 18 13 14.5
40% 17
23.5 23 13.5
30% 18.5 18.5 16 15 10.5 1800%
24.5 20.5 18
20% 38 37.5 14 13 22
15 1650.00%
26.5 23.5 19 22.5 23
10% 15
12 14 12.5 8.5 11.5 7.5 8.5
0% 4

Chart 4.1.10: Frequency Level of Buying Various Categories of Items

INTERPRETATION: From the above table it is interpreted that 38% of the

respondents always buys Books on online shopping applications, followed by
Clothing & Footwear, Electronics, food and Tickets with 37.5, 26.5%, 23.5% and
23% respectively. 34% of the respondents buy Electronics Often, followed by
Groceries, Jewels, Clothing & Footwear and Sports Equipment with 24.5%, 22%,
21% and 20.5% respectively. 32.5% of the respondents buy Foods Sometimes,
followed by Bags, Toys and Stationery with 24%, 23.5% and 23% respectively.
19% of the respondents Rarely buy Sports Equipment, followed by Cosmetics,
furniture and Toys with 18.5%, 16% and 15% respectively. 50% of the
respondents Never buys Pharmaceutical Products, followed by Pet supplies,
Furniture and Jewels with 48%, 43% and 42% respectively.

INFERENCE: Majority of the respondents buys Books, Clothing & Footwear,

Electronics, Food and Tickets.

31
Table 4.1.11: Customer‟s Needs in Online Shopping Applications

NEEDS STRONG AGR NEUTR DISAGR STRONG TOT

LY EE AL EE LY AL
AGREE DISAGRE
E
I can get products 66.5 24.5 6 3 0 100
delivered home
I can find products that 27.5 49 18 5 0.5 100
are unique and special
I can compare with the 38.5 31.5 23.5 5.5 1 100
price
I can save time by 32 35.5 27 4.5 1 100
having different
categories in a single
app
I can get secured 30 36 26 5.5 2.5 100
payment through
online apps
I can get products of 35 39 21 4 1 100
different region and
country from home
Shopping Applications 27.5 38.5 24 8.5 1.5 100
reduce the monetary
cost of traditional
shopping
I can return the product 23.5 45.5 22.5 6 2.5 100
and get refunded back
when received a wrong
delivery
no need to walk/travel 37 36 18.5 5.5 3 100
long distance for
shopping

32
Source: Primary data

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

100% 0
3 0.5
5 1 1 2.5 1
4 1.5 2.5 3
6 5.5 4.5 5.5 8.5 6 5.5
90%
18 21 18.5
80% 24.5 23.5 27 26 22.5
24
70%
60%
49 31.5 39 36
50% 35.5 36 38.5 45.5
40%
30% 66.5
20% 38.5 35 37
27.5 32 30 27.5
10% 23.5
0%

Chart 4.1.11: Customer‟s Needs in Online Shopping Applications

INTERPRETATION: From the above table it is interpreted that 66.5% of the

respondents Strongly Agree for “I can get products delivered home”, 38.5% for “I
can compare with the price” and 37% for “No need to walk/travel long distance for
shopping”. 49% of the respondents Agree for „I can find products that are unique
and special‟, 45.5% for „I can return the product and get refunded back when
received a wrong delivery‟ and 39% for „I can get products of different region and
country from home‟.

INFERENCE: Majority of the respondents Strongly agree that „I can get products
delivered home‟, „I can compare with the price‟, „no need to walk/travel long
distance for shopping‟, „I can find products that are unique and special‟ and „I can
return the product and get refunded back when received a wrong delivery‟ are the
Major needs among all.

33
Table 4.1.12: Customer‟s perception towards Features of Attraction in Online
shopping applications

FEATURES EXTREMELY VERY MODERATEL- SLIGHTLY NOT TOTA

ATTRACTIVE ATTRA- Y ATTRACTI ATTRA L
CTIVE ATTRACTIVE -VE -CTIVE
Detailed 45.5 31.5 15.5 6 1.5 100
product
description
Various 28.5 48 15.5 6.5 1.5 100
payment
methods
Wish-list 39 27 25.5 6.5 2 100

Filters and 28 41.5 24 5 1.5 100

search option

Discount 34 34 23.5 6 2.5 100

offers
Value for 23.5 36 26.5 10.5 3.5 100
money
Ability to 28 38.5 25 6.5 2 100
compare
Return and 29 38.5 23.5 7 2 100
refund option

34
Source: Primary data

EXTREMELY ATTRACTIVE VERY ATTRACTIVE MODERATELY ATTRACTIVE

SLIGHTLY ATTRACTIVE NOT ATTRACTIVE
60

50 45.5 48
41.5
39 38.5 38.5
40 36
3434
31.5
28.5 28 28 29
30 27
25.5 26.5
24 23.5 23.5 25 23.5

20 15.5 15.5
10.5
10 6 6.5 6.5 6 6.5 7
5 3.5
1.5 1.5 2 1.5 2.5 2 2
0

Chart 4.1.12: Customer‟s perception towards Features of Attraction in Online

shopping applications

INTERPRETATION: From the above table it is interpreted that 45.5% of the

respondents are Extremely Attracted to Detailed product description, 39% for
Wish-list and 34% for Discount offers. 48% of the respondents Very Attracted to
Various payment methods and 41.5 for Filters and Search options. 26.5% of the
respondents are Moderately Attracted to Value for Money and 25.5% for wish-list.

INFERENCE: Majority of the respondents are Attracted to Detailed product

description, Wish-list, Discount Offers and Various payment methods.

35
Table 4.1.13: Customer‟s Perception towards Important Features of Online
Shopping Applications

FEATURES EXTREME VERY MODERATE SLIGHTLY NOT TOTA

LY IMPORTA LY IMPORTA IMPORTA L
IMPORTA NT IMPORTANT NT NT
NT

User friendly 62.5 26 10.5 0.5 0.5 100

Search & 32 52 13.5 1.5 1 100

filter option
Product 38.5 29 28 3 1.5 100
assortment
Cash on 42 39.5 15.5 2 1 100
delivery
Net banking 34.5 40.5 21.5 1.5 2 100

Credit/debit 38.5 36 21.5 3 1 100

card
Offers and 39.5 36.5 21 1.5 1.5 100
discounts
Free 39 36 21.5 3 0.5 100
shopping
Id & 34 40 18.5 3.5 4 100
password
Order 45.5 32 19 2 1.5 100
confirmation
screen
Tracking of 46.5 37 12 3.5 1 100
items

36
Source: Primary data

EXTREMELY IMPORTANT VERY IMPORTANT MODERATELY IMPORTANT

SLIGHTLY IMPORTANT NOT IMPORTANT

120

100 0.5 1.5 3 2 1.5 3 1.5 3 2 3.5

10.5 13.5 3.5
15.5 21.5 21 21.5 19 12
28 21.5 18.5
80
26
39.5 32 37
60 52 36 36.5 36
29 40.5 40
40
62.5
20 38.5 42 38.5 39.5 39 45.5 46.5
32 34.5 34

Chart 4.1.13: Customer‟s Perception towards Important Features of Online

Shopping Applications

INTERPRETATION: From the above table it is interpreted that 62.5% of the

respondents feel User-friendly, 46.5% feel tracking of items, 45.5% feel Order
confirmation screen and 42% feel Cash on Delivery as Extremely Important. 52%
of the respondents feel Search & Filter option, 40.5% feel Net Banking, 40% feel
ID & password and 39.5% feel Cash on Delivery as Very Important. 28% of the
respondents feel Product assortments.

INFERENCE: Majority of the Respondents feel User-friendly, Tracking of items,

Order Confirmation screen, Cash on Delivery and Search and Filter Option are the
Important features for an Online Shopping Applications.

37
Table 4.1.14: Satisfaction Level of Customer towards Important Parameters

PARAMETERS COMPLETE VERY MODERAT SOMEWHA NOT TOT

LY SATISFIE ELY T SATISFIE AL
SATISFIED D SATISFIED SATISFIED D

Price 53 20.5 20 5.5 1 100

Quality 21 55 18.5 4 1.5 100
Variety 37.5 35 23 3 1.5 100
Delivery 22.5 48.5 23 4.5 1.5 100
duration
Discounts / 27.5 42 23.5 5.5 1.5 100
offers
Payment 38.5 41 13 5 2.5 100
facilities
Source: Primary data

COMPLETELY SATISFIED VERY SATISFIED MODERATELY SATISFIED

SOMEWHAT SATISFIED NOT SATISFIED
60 53 55
48.5
50
42
37.535 38.541
40
27.5
30 23 22.5 23 23.5
20.520 21 18.5
20 13
10 5.5 4 1.5 3 1.5 4.5 5.5 5 2.5
1 1.5 1.5
0
PRICE QUALITY VARIETY DELIVERY DISCOUNTS / PAYMENT
DURATION OFFERS FACILITIES

Chart 4.1.14: Satisfaction Level of Customer towards Important Parameters

INTERPRETATION: From the above table it is interpreted that 53% of the

respondents are completely satisfied with the price, followed by 38.5% for
payment facilities and 37.5% for variety. 55% of the respondents are very satisfied
with Quality, followed by 48.5% for Delivery Duration.

INFERENCE: Majority of the respondents are Extremely satisfied with Price

compared to others.
38
Table 4.1.15: Method of Payment Preferred by Customers

MODE OF PAYMENT NO. OF RESPONDENTS PERCENTAGE

Cash on delivery 107 53.5%

Net banking 64 32%

Credit/Debit cards 29 14.5%
Total 200 100

Source: Primary data

METHOD OF PAYMENT

14.5%

CASH ON DELIVERY
NET BANKING
53.5%
CREDIT/DEBIT CARDS
32%

Chart 4.1.15: Method of Payment Preferred By Customers

INTERPRETATION: From the above table it is interpreted that 53.5% of the

respondents prefer cash on delivery, 32% prefer Net banking and 14.5% prefer
Credit/Debit cards.

INFERENCE: Majority (53.5%) of the respondents prefer Cash on Delivery as their

method of payment.

39
Table 4.1.16: Secured Feel of Customers with Payment Methods

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Extremely secured 58 29%
Very secured 90 45%
Moderately secured 41 20.5%

Slightly secured 8 4%
Not secured 3 1.5%
Total 200 100
Source: Primary data

1.5%

4%

29%
20.5% EXTREMELY SECURED
VERY SECURED
MODERATELY SECURED
SLIGHTLY SECURED
NOT SECURED

45%

Chart 4.1.16: Secured feel of customers with payment methods

INTERPRETATION: From the above table it is interpreted that 29%% of the

respondents feel that payment methods in Online shopping applications are
Extremely secured, 45% is feeling very secured, 20.5% is Moderately secured, 4%
is Slightly secured, 1.5% is not at all secured with the payment methods.

INFERENCE: Majority (45%) of the respondents are feeling very secured with the
payment system in online shopping applications.

40
Table 4.1.17: Customer‟s Level of Agreement for Beneficiary Factors

FACTORS STRONG AGRE NEUTRA DISAGR STRONGL TOTA

LY E L EE Y L
AGREE DISAGREE

Easy to order 64.5 25.5 9 1 0 100

Variety at one 36.5 50.5 11.5 1.5 0 100
shop
Time saving 41 31 24 4 0 100

Avoid long 35.5 41 20.5 3 0 100

queues
More number of 24.5 38.5 28.5 7 1.5 100
stocks in a similar
product

New offers & 30.5 39 25 4.5 1 100

discounts
Can shop any 36.5 39.5 22 1.5 0.5 100
time
Privacy of 28.5 43 22.5 5 1 100
shopping

41
Source: Primary data

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

120

100 0
1 0
1.5 0
4 0
3 1.5 1 0.5
1.5 1
9 7 4.5 5
11.5
20.5 22
24 25 22.5
80
25.5 28.5

60 50.5
31 41 39.5
39 43
38.5
40
64.5

20 36.5 41 35.5 36.5

30.5 28.5
24.5

0
EASY TO VARIETY AT TIME AVOID LONG MORE NEW OFFERS CAN SHOP PRIVACY OF
ORDER ONE SHOP SAVING QUEUES NUMBER OF & ANY TIME SHOPPING
STOCKS IN A DISCOUNTS
SIMILAR
PRODUCT

Chart 4.1.17: Customer‟s Level of Agreement for Beneficiary Factors

INTERPRETATION:

From the above table it is interpreted that 64.5% of the respondents Strongly
Agree for Easy to order, 41% for Time saving and 36.5% for variety at one shop
and Can shop any time each. 50.5% of the Respondents agree for variety at one
shop, 43% for privacy of shopping, 41% for Avoid long queues and 39.5% for can
shop any time.

INFERENCE:

Majority of the respondents Agree for Easy to order, variety at one shop, Time
saving, can shop any time and Privacy of shopping as the major beneficial
Features of Online shopping Applications.

42
Table 4.1.18: Customer‟s Perception towards Issues Faced

ISSUES STRONGL AGRE NEUTRA DISAGRE STRONGL TOTA

Y AGREE E L E Y AGREE L

Possibility 45.5 21.5 23 6.5 3.5 100

of forgery
Expensive 21 49 26.5 3.5 0 100
price
Security 22 27 41 8.5 1.5 100
issue
Physical 28 33.5 27 10.5 1 100
examinati
on is not
possible
Delayed 20.5 36 32 10.5 1 100
delivery
Wrong 16.5 31.5 36 12.5 3.5 100
delivery
Damaged 17.5 42 30 9.5 1 100
delivery
Additional 25 33.5 30 9.5 2 100
charges
Quality 20.5 37.5 31 10.5 0.5 100
issues
Transactio 16.5 34 36 12.5 1 100
n failure
Unclear 16.5 44.5 24.5 11.5 3 100
application
policies

43
Source: Primary data

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY AGREE

120

100 3.5 0
3.5 1.5 1 1 3.5 1 2 0.5 1 3
6.5 8.5 10.5 10.5 12.5 9.5 9.5 10.5 12.5 11.5
80 26.5
23 27 30
41 32 30 31 24.5
36 36
60 21.5
49 33.5 33.5
40 36 42 37.5 44.5
27 31.5 34
20 45.5
21 22 28 20.5 25 20.5
16.5 17.5 16.5 16.5
0

Chart 4.1.18: Customer‟s perception towards Issues faced

INTERPRETATION:

From the above table it is interpreted that 45.5% of the respondents Strongly
Agree for Possibility of Forgery, 28% for physical Examination is not possible and
25% for additional charges. 49% of the respondents Agree for Expensive price,
44.5% for unclear application policies, 42% for Damaged delivery and 37.5% for
Quality issues.

INFERENCE:

Majority of the respondents Agree that Possibility of forgery, Physical Examination

is not possible, Additional charges, Expensive price and Unclear application
policies are the major issues on online shopping applications.

44
Table 4.1.19: Customer‟s Level of Agreement for the Complaints so far

COMPLAINTS STRONGLY AGRE NEUTR DISAGR STRONG TOT

AGREE E AL EE LY AL
DISAGRE
E
Online shopping is 42 21.5 24 11.5 1 100
risky
One cannot shop for 27.5 48 20 3 1.5 100
immediate usage and
have to wait for
delivery
There is no one to 31 28.5 30 10 0.5 100
guide you during
shopping
Shopping 15 31.5 33 17 3.5 100
applications are
complicated to use
It becomes boring in 21.5 30.5 29.5 15 3.5 100
a short duration
Some products lack 20.5 42.5 29 7 1 100
proper specifications
Delivered product 26 37.5 30 4.5 2 100
and the images
shown are not
looking the same
always

45
Source: Primary data

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

120

100 1 0.5 1
11.5 1.5
3 3.5 3.5 7 2
4.5
10
20 17 15
80 28 29 30
30
33 29.5
60
21.5 48
28.5 42.5 37.5
40 30.5
31.5
20 42
27.5 31 26
15 21.5 20.5
0

Chart 4.1.19: Customer‟s Level of Agreement for the Complaints So Far

INTERPRETATION:

From the above table it is interpreted that 42% of the respondents Strongly agree
for „Online shopping is Risky‟, 31% for „There is no one to guide you‟ and 27.5%
for „One cannot shop for immediate usage and have to wait for delivery‟. 48% of
the Respondents Agree for „One cannot shop for immediate usage and have to
wait for delivery‟, 42.5% for some products lack proper specifications and 37.5%
for „Delivered product and the images shown are not looking the same always‟.

INFERENCE:

Majority of the respondents chooses „Online shopping is Risky‟, ‟There is no one to

guide you‟, „One cannot shop for immediate usage and have to wait for delivery‟
and „Some products lack proper Specifications‟ as the Agreeable complaints so
far.

46
Table 4.1.20: Level of Satisfaction towards Online Shopping Applications

SATISFACTION LEVEL NO. OF PERCENTAGE

RESPONDENTS
Extremely satisfied 31 15.5%
Very satisfied 121 60.5%
Moderately satisfied 36 18%
Slightly satisfied 9 4.5%
Not satisfied 3 1.5%
Total 200 100
source: primary data

OVERALL SATISFACTION
1.5%
4.5%

15.5%
18% EXTREMELY SATISFIED
VERY SATISFIED
MODERATELY SATISFIED
SLIGHTLY SATISFIED
NOT SATISFIED
60.5%

Chart 4.1.20: Level of Satisfaction towards Online Shopping Applications

INTERPRETATION:

From the above table it is interpreted that 15.5% of the respondents are Extremely
satisfied, 60.5% are very satisfied, 18% are Moderately satisfied, 4.5% are slightly
satisfied, 1.5% are Not satisfied.

INFERENCE: Majority (60.5%) of the respondents are very satisfied in online

shopping applications.

47
4.2. CHI SQUARE TEST:

TABLE 4.2.1: Table showing the association between Annual Income and
frequency of online purchase by the customer

Null Hypothesis (H0) – There is no association between annual Income and the
frequency of online purchase by the customer.

Alternate Hypothesis (H1) – There is association between annual Income and the
frequency of online purchase by the customer.

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
How often do you purchase 200 100.0% 0 0.0% 200 100.0%
using online shopping
applications? * Annual
Income (If you are a student,
Enter family income)

Chi-Square Tests
Asymptotic Significance (2-
Value df sided)
Pearson Chi-Square 34.193a 16 0.005
Likelihood Ratio 36.516 16 0.002
N of Valid Cases 200
a. 13 cells (52.0%) have expected count less than 5. The minimum expected count is .09.

Source: Primary data

INTERPRETATION: Since p value is lesser than 0.05, we accept Alternate

Hypothesis and reject Null Hypothesis. Therefore, There is association between
Annual Income and the frequency of online purchase by the customer.

48
4.3. ANOVA:

Table 4.3.1: Table showing association between age of the respondent and
their opinion toward the risk involved in Shopping via online applications

Null Hypothesis (H0): There is no association between age of the respondent and
their opinion toward the risk involved in Shopping via online applications

Alternate Hypothesis (H1): There is association between age of the respondent

and their opinion toward the risk involved in Shopping via online applications

Sum of
Squares df Mean Square F Sig.

Between Groups 33.318 4 8.329 7.831 .001

Within Groups 207.402 195 1.064

Total 240.720 199

INTERPRETATION:

Since p value is lesser than 0.05, we accept Alternate hypothesis and reject Null
hypothesis. Therefore, there is association between age of the respondent and
their opinion toward the risk involved in Shopping via online applications.

49
 CHAPTER – 5

5.1. FINDINGS:

 Majority (52.5%) of the respondents are Female.

 Majority (54.5%) of the respondents are Married.
 Majority (46%) of the respondents belongs to 18 – 28 years of age.
 Majority (33.5%) of the respondents are doing Business.
 Among the Respondents‟ annual Income, 42.5% are earning below 3 lakhs
and 42.5% are earning between 3 – 6 Lakhs which are the Majority.
 Majority (33.5%) of the respondents purchase Often using Online shopping
Applications.
 62.5% of the respondents always use Amazon App for shopping, 28% use
Flipkart Always and 14.5% use Ajio Always, whereas Myntra, Clubfactory
and Snapdeal are mostly used by the other respondents.
 Majority (57%) of the respondents spends between 500 – 1500 rupees for a
product in Online shopping Applications.
 Majority (49.5%) of the respondents spends between 1000 - 2500 rupees
on online shopping applications in monthly basis.
 38% of the respondents buys Books Always, 37.5% buys Clothing &
Footwear Always and 21% Often, 26.5% Buys Electronics Always and 34%
Often, Whereas Food, Tickets and Bags are the next most brought item
categories using Online Shopping Application.
 66.5% of the respondents strongly Agree that Products Getting delivered
Home is the Important need for Online shopping Applications, Whereas
Price comparison and No need to travel are the next most important needs
in online shopping Applications.
 45.5% of the respondents are Extremely Attracted to Detailed product
description, whereas Wish-list, Discount Offers, Various payment methods
and Filter & Search option are the next very Attracting Features in Online
Shopping Applications.
 62.5% of the Respondents feel User-friendly as the Extremely Important
feature among others, whereas Tracking of items, Order Confirmation
screen, Cash on Delivery, Search and Filter Option and Offers and

50
 Discounts are the Next Extremely Important features for an Online
Shopping Applications.
 Majority (53%) of the respondents are Extremely satisfied with Price.
 55% of the Respondents feel Very satisfied with the Quality of the products
and services provided by the Online shopping Applications
 Majority (53.5%) of the respondents prefer Cash on Delivery as their
method of payment.
 Majority (45%) of the respondents are feeling very secured with the
payment system in online shopping applications.
 64.5% of the respondents Strongly Agree that Online shopping Applications
Are Easy to order, whereas other beneficiary factors chosen by most
respondents are variety at one shop, Time saving, can shop any time and
Privacy of shopping in Online shopping Applications.
 Majority (45.5%) of the respondents Agree that Possibility of forgery is the
major issue in Online shopping Applications, whereas Physical Examination
is not possible, Additional charges, Expensive price and Unclear application
policies are the next major issues on online shopping applications.
 Majority (42%) of the respondents Strongly Agrees for the complaint „Online
shopping is Risky‟, whereas ‟There is no one to guide you‟, „One cannot
shop for immediate usage and have to wait for delivery‟ and „Some
products lack proper Specifications‟ are the next few complaints that are
agreed by most of the respondents.
 Majority (60.5%) of the respondents are very satisfied in online shopping
applications.

5.2. SUGGESTIONS:

 Online shopping applications can provide a 360 degree view of the products
that they are selling and it will make the customers easy to make decisions
on buying a product.
 India is a country with a huge population and there are many Internet users
increasing day-by-day, so the delivery of the products can also be extended
to the remote areas too.

51
  Many customers are getting used to the online shopping applications and
its feature of delivering the products to the door step can have an additional
benefit that is, ability to fix the date of the product delivery.
 The vendors can provide more Offers and Discounts, Shorten the Delivery
Duration, low Shipping charges, Improved Quality products, Re-stocking of
products, improved refund policy and Simple UI.
 Feedbacks of the customers can be collected after few days from the
Delivery of a product which will help the Online shopping Applications to
rectify what is wrong from their side.
5.3. CONCLUSION:

Online shopping applications have been gaining customers and is

reaching its extend to remote areas too. Most of the customers of Online shopping
Applications belong to 18 – 28 years of age who are young people. The most used
Applications are Amazon, Flipkart, Ajio, Myntra, ClubFactory and snapdeal. During
Time, Shopping Applications have been developed a lot in terms of technology
and services provided. Considering the services, there are some of the factors that
influenced the customers to use Online shopping Applications and some of them
are, Delivering product to home, Price comparison, No need to walk any distance
etc. The major attractive features in Shopping Applications that have attracted the
customers are Detailed product description, Wish-list, Discount Offers, Various
payment methods etc. The important parameter in the Shopping Applications or
the buying behavior is the Price, Quality, Payment methods and Delivery Duration
of the product. And many of the customers believe that Shopping applications are
Easy to use, there are many variety in one shop, Time saving, they can shop any
time and customers feel that they have their privacy in shopping. There are many
categories of products available in shopping applications but some of them are
bought frequently. Frequently brought product categories are Books, Electronics,
Clothing & Footwear, Bags, Food and Tickets. Even though there are many
benefits and convenient features that are made for customers, there are some
important features that cannot be avoided are User-Friendly Application, Tracking
of items, Order Confirmation screen, Cash on Delivery and Offers and Discounts.
The study concludes that there are many customers who get satisfied with the
already available features which are convenient, attractive and beneficial but there

52
are few customers who are always demanding. Some of the suggestions to fulfill
the demand are Feedback can be collected after three days of delivery, which can
help the Online shopping Applications to satisfy their customers.

53
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 APPENDIX - I

QUESTIONNAIRE

Name : _________________________

Gender : (a) Male (b) Female

Marital status : (a) Married (b) Unmarried

Age : (a) Below 18 (b) 18-28 (c) 28-38 (d) 38-48 (e) Above 48

Occupation : (a) Employee (b) Business (c) Student (d) Home maker (e)
Others

What is your Income per Annum?

(a) Below 3 lakhs (b) 3 lakhs–6 lakhs (c) 6 lakhs–9 lakhs

(d) 9 lakhs-12 lakhs (e) Above 12 lakhs

1. How often do you purchase using online shopping applications?

1 2 3 4 5

Very Often Often Neutral Rare Very Rare

2. Among the following Shopping applications, which do you use?

S. NO. ONLINE SHOPPING APPLICATIONS YES NO

1. Amazon
2. Flipkart
3. Myntra
4. Ajio
5. Nykaa
6. Club Factory
7. Craftsvilla
8. TataCliq
9. Paytm Mall
10. ShopClues
11. eBay
12. Snapdeal

3. How much money would you spend in a single product while shopping online
through applications? (In Rupees)

( ) Less than 500 ( ) 500-1500 ( ) 1500-3500 ( ) 3500-5000 ( ) More than 5000

4. How much money do you spend on online shopping applications in monthly

basis? (In Rupees)

( ) Less than 1000 ( ) 1000-2500 ( ) 2500-5000 ( ) 5000-10000 ( ) More than 10000

5. Mention the Frequency Level for the following items you shop through Online
Shopping Applications?

CATEGORY Never Rarely Sometimes Often Always

Books
Electronics
Food
Groceries
Clothing &
footwear
Sports
Toys
Furniture
Cosmetics
Pet supplies
Stationery
Jewels
Bags
Pharmaceutical
products

6. What do you think is the need for shopping Applications?

NEEDS Strongly Agree Neutral Disagree Strongly
Disagree Disagree
I can get products delivered
home
I can find products that are
unique and special
I can compare with the price
I can save time by having
different categories in a
single App
I can get products of
different regions and
country from home
I can get secured payment
through online Apps
Shopping Applications
reduces the monetary cost
of traditional shopping
I can Return the product
and get refunded back
when received a wrong
delivery
No need to walk/travel long
distance for shopping

7. What are the features that attracts you the most in online shopping
applications?

ATTRACTIVE Not Slightly Moderatel Very Extremely

FEATURES Attractive Attractive y Attractive Attractive
Attractive
Detailed product
description
Various payment
methods
Wish-list
Filters and search option
Discounts offered
Value for money
Ability to compare prices
Return and Refund option

8. While shopping, what do you think is most important and not important? (Tick
your response)

Feature Not Slightly Moderately Very Extremely

Important Important Important Important Important
User friendly
Search & filter
option
Product
assortments
Payment options:
Cash on
delivery
Net banking
Debit/credit
cards
Product options:
Offers and
Discounts
Free Shipping
Security services:
ID &
password
Order
confirmation
screen
Delivery:
Tracking of
items

9. How much are you satisfied with the following parameters while shopping
through applications online?

Parameters Completely Very Moderately Somewhat Not

Satisfied Satisfied Satisfied Satisfied satisfied
Price
Quality
Variety
Delivery
Duration
Discounts/Offers
Payment
facilities

10. What is the method of payment that you use most of the times?

( ) Cash on delivery ( ) Net banking ( ) Credit/Debit Cards

11. How much do you feel secured with payment methods in Online Shopping
Applications?

( ) Not secured ( ) Slightly Secured ( ) Moderately Secured

( ) Very Secured ( ) Extremely Secured

12. Please select your level of Agreement for the following beneficial factors of
online shopping application?

Strongly Agree Agree Neutral Disagree Strongly Disagree

(1) (2) (3) (4) (5)

 1 2 3 4 5

Easy to Order () () () () ()

Variety at one shop () () () () ()

Time saving () () () () ()

Avoid long Queues () () () () ()

More no. of Stocks in a similar product () () () () ()

New offers & Discounts () () () () ()

Can shop any time () () () () ()

Privacy of shopping (alone/with family) () () () () ()

13. Issues that you face while using online shopping applications?

Issues faced Strongly Disagree Neutral Agree Strongly

Disagree Agree
Possibility of forgery
Expensive price
Security Issue
Physical examination is not
possible
Delayed delivery
Wrong delivery
Damaged delivery
Additional charges
Quality Issues
Transaction Failure
Unclear Application policies

14. Level of agreement for the complaints so far.

 Strongly Disagree Neutral Agree Strongly
Disagree Agree
Online Shopping is Risky
One cannot shop for
immediate usage and have
to wait for delivery
There is no one to Guide
you during shopping
Shopping Applications are
complicated to use
It becomes boring in a short
duration
Some products lack proper
specifications
Delivered product and the
images shown are not
looking the same always

15. Mention your Level of satisfaction with Online shopping Applications that you
have used.

Not satisfied Slightly Satisfied Moderately Satisfied Very Satisfied Highly

Satisfied

(1) (2) (3) (4) (5)

16. What are your suggestions for the improvement of services rendered by the
Online Shopping Applications? Enter few below.

_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
 APPENDIX – II

Customer‟s Perception towards Online Shopping Applications

Hemavathi.M1; Dr.TR.Kalai Lakshmi2

1
Student, School of Management Studies, Sathyabama Institute of Science and Technology,
Chennai-119

2
Assistant Professor, School of Management Studies, Sathyabama Institute of Science and
Technology, Chennai-119

Abstract:

Customer perception is important for every company in e-commerce industry

because it gives an idea about customers‟ buying behavior, their loyalty towards them
and also determines the idea of advertisement and communicating to the target
customers.This study explains the views of customers on the influencing factors,
attracting features, satisfied parameters, issues faced by customers and some of the
suggestions regarding the improvement of services. The study uses Questionnaire to
collect primary data from the customers. The study found that every customer has
their perception towards their buying behavior but most of the customers prefer some
of the features as important. The features are Home delivery, various payment
methods, Easy User Interface, Discounts/Offers provided, Return and refund options,
tracking of delivery items etc. Statistical tools used are percentage analysis, Chi
square in spss and ANOVA in spss.

Key words: Customer, Perception, Online shopping, Shopping Applications, Attitude.

1.Introduction:

The Internet has reached wide range of people around the world and is still
increasing as the number of utilizers of internet increase. This leads the world to
introduce facilities that can be used through devices that we hold with us. And one of
the facilities that made the life of shopping lovers simple is the online shopping
applications.

In the earlier days, the people needed to go around the market area to
spend a day for shopping but does not get satisfied even spending a day draining
energy. That was made simpler by introducing websites for shopping. After the arrival
of websites, Applications were introduced to make the customers feel even more
convenient than they felt for websites. This project will help the e-commerce
companies to know about their customer perception towards their applications and
how much they are convenient and satisfied with the facilities available in their
applications and also the issues faced by the customers are analyzed.

Customer perception can make or break a brand. When customers receive

good products, it will create a positive perception on the company‟s image, but if the
customers had a bad experience, then it will bring a negative perception on the
company‟s image. When companies work towards strengthening the bond between
customers and company, customer perception improves and will gives a way for a
better competitive edge. This can happen only when the company researches on the
customers‟ perception towards their online shopping application. Knowing the
perception of the customers will help the company to improvise their service towards
them.

The Shopping Applications that are used for the study are Amazon, Flipkart,
Myntra, Ajio, Nykaa, Club Factory, Craftsvilla, TataCliq, Paytm Mall, Shopclues,
eBay, Snapdeal. The factors or services that were considered for the study are,
simple User Interface, Easy return and refund option, Quality product delivery, Variety
in single application, Easy payment methods, Duration of the delivery etc.

2.Review of Past Studies:

Komal et. al. (2020) The research concluded that online shopping is easy and time
saving and also saves time, children pressure is low, discounts and offers, availability
of easy product rating, provides expert feedback, return policy etc.,. The issues are
delivery time and goods are not supplied as per the order, returning process,
incomplete and inappropriate information which are faced by women online shoppers.

Mohammed and Chandu (2020) stated that mostly young people are appended to
internet shopping than senior individuals. Also those who shop online will also books
tickets online as it is less expensive than market cost. The most affecting factors are
cost, security, Guarantees and warrantees, conveyance time, notoriety of the
organization and protection of data. Flipkart.com is the main web based shopping
sites in India. The mostly bought items are books and tickets. Understanding the
youthful online customers empower the e-retailers to create reasonable showcasing
methodology so as to pull in and convert potential client as a functioning clients.

Kamaraj et. al. (2019) has concluded in their study that the online market has a
greater potential by ensuring that the factors to be considered should take care which
will further boost the demand of the goods that the e-commerce service offers. And
the researcher wants the companies to create awareness among the people about
the security and safety measurements provided.

Nagalakshmi (2019) states that there are four important affecting factors of online
shopping behavior in Chennai are reason, problem, satisfaction and technology. This
research concludes that there are many factors which may get even more
categorized and with more attributes such as Social influencing factors.

Hari (2019) has concluded that purchasers Online are increasing every day and male
purchasers are higher than the female. The people studied more than higher
education are showing interest on e-purchasing. There is higher association on
consumer perception by demographic factors. Their perception considering their
background makes online purchasing alive around the geographical area of
Hyderabad and Secunderabad.

Wilson (2019) explains in the study that the online shopping with Good Corporate
image should come out with massive advertising campaign and multi-number of firms
in each size. Advertisements will automatically make the customers move to the
products. Online shopping should strengthen up weak areas like after sales service,
advertisement and varieties of models. The competing brands should withhold their
strong areas like brand loyalty, corporate image etc., this will help the online shopping
to become the top player around.

Almarashdeh et. al. (2019) has explained that the study is to investigate it there is
any statistical difference in mean value regarding shopping online on four major
factors such as convenience in searching, access convenience, service recovery
convenience and behavioral intention to use. The results declare that customers feel
more comfortable with mobile apps than websites in terms of the above mentioned
factors. And also there is no significance difference in customer behavior to use the
shopping platforms.
Inderpal and Pooja (2019) has studied the customer perception towards online
shopping and identified the factors that influence the customers to buy online. And
concluded that there are many factors such as product information, online payment,
convenience and variety, customer attitude, easy accessibility, flexibility, price,
consciousness and challenges of online shopping determine the perception of the
customers towards online shopping websites. The researcher has explained about
the websites but not about the applications which is the gap to be considered for
further researches.

3. Research Methodology:

Research Methodology contains the information about how the research

was carried on in the process. It explains about the type of research design and the
sample collection method that was used for the study. Here, the research design is
Descriptive research design. The Descriptive research studies are those studies
which are concerned with describing the characteristics of a particular individual or of
a group. The studies concerned with specific predictions, with narration of facts &
characteristics concerning individual, group or situation are all examples of
descriptive research studies. The sample collection method used is convenience
sampling method. Convenience sampling method is a type of non-probability
sampling. This method is used when the part of the population is close to hand.
Convenient sampling method is used to select sample and collect the data needed.
The sample size of the study is 200 with which the whole research is analyzed. The
research has used questionnaire for the data collection.

4.Hypothesis 1:

Null Hypothesis (H0) – There is no association between annual Income and the
frequency of online purchase by the customer.

Alternate Hypothesis (H1) – There is association between annual Income and the
frequency of online purchase by the customer.
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

How often do you purchase 200 100.0% 0 0.0% 200 100.0%

using online shopping
applications? * Annual
Income (If you are a student,
Enter family income)

Chi-Square Tests

Asymptotic Significance (2-

Value df sided)

Pearson Chi-Square 34.193a 16 0.005

Likelihood Ratio 36.516 16 0.002

N of Valid Cases 200

a. 13 cells (52.0%) have expected count less than 5. The minimum expected count is .09.

Interpretation:

From the above table, it is interpreted that p value is lesser than 0.05, so we accept
Alternate Hypothesis and reject Null Hypothesis. Therefore, There is association
between Annual Income and the frequency of online purchase by the customer.

5.Hypothesis 2:

Null Hypothesis (H0): There is no association between age of the respondent and
their opinion toward the risk involved in Shopping via online applications

Alternate Hypothesis (H1): There is association between age of the respondent and
their opinion toward the risk involved in Shopping via online applications

df Mean Square F Sig.

Sum of
 Squares

Between Groups 33.318 4 8.329 7.831 .001

Within Groups 207.402 195 1.064

Total 240.720 199

Interpretation:

From the above table, it is interpreted that p value is lesser than 0.05, so we accept
Alternate hypothesis and reject Null hypothesis. Therefore, there is association
between age of the respondent and their opinion toward the risk involved in Shopping
via online applications.

6.Suggestions:

 Online shopping applications can provide a 360 degree view of the products
that they are selling and it will make the customers easy to make decisions on
buying a product.
 India is a country with a huge population and there are many Internet users
increasing day-by-day, so the delivery of the products can also be extended to
the remote areas too.
 Many customers are getting used to the online shopping applications and its
feature of delivering the products to the door step can have an additional
benefit that is, ability to fix the date of the product delivery.
 The vendors can provide more Offers and Discounts, Shorten the Delivery
Duration, low Shipping charges, Improved Quality products, Re-stocking of
products, improved refund policy and Simple UI.
 Feedbacks of the customers can be collected after few days from the Delivery
of a product which will help the Online shopping Applications to rectify what is
wrong from their side.
7.Conclusion:

Online shopping applications have been gaining customers and it is also reaching to
remote areas too. Most of the customers of Online shopping Applications belong to
18 – 28 years of age who are young people. The most used Applications are
Amazon, Flipkart, Ajio, Myntra, ClubFactory and snapdeal. During Time, Shopping
Applications have been developed a lot in terms of technology and services provided.
Considering the services, there are some of the factors that influenced the customers
to use Online shopping Applications and some of them are, Delivering product to
home, Price comparison, No need to walk any distance etc. The major attractive
features in Shopping Applications that have attracted the customers are Detailed
product description, Wish-list, Discount Offers, Various payment methods etc. The
important parameter in the Shopping Applications or the buying behavior is the Price,
Quality, Payment methods and Delivery Duration of the product. And many of the
customers believe that Shopping applications are Easy to use, there are many variety
in one shop, Time saving, they can shop any time and customers feel that they have
their privacy in shopping. There are many categories of products available in
shopping applications but some of them are bought frequently. Frequently brought
product categories are Books, Electronics, Clothing & Footwear, Bags, Food and
Tickets. Even though there are many benefits and convenient features that are made
for customers, there are some important features that cannot be avoided are User-
Friendly Application, Tracking of items, Order Confirmation screen, Cash on Delivery
and Offers and Discounts. The study concludes that there are many customers who
get satisfied with the already available features which are convenient, attractive and
beneficial but there are few customers who are always demanding. Some of the
suggestions to fulfill the demand are Feedback can be collected after three days of
delivery, which can help the Online shopping Applications to satisfy their customers.

8.References:

1.Azham Hussain, Emmanuel O.C. Mkpojiogu, Hassan Abubakar, and Hassan

Mohammad Hassan, “A mobile usability test assessment of an online shopping
application” , Journal of Computational and theoretical Nano-science, Volume 16,
Issue 5, 2019, 2511 – 2516.

2.Hari Prasad M, “A study on consumer perception Towards E-Purchasing of select

home appliances” , International Journal of Economics and Management Studies,
Volume 6, Issue 12, 2019, 84 – 90.
3.Ibrahim Almarashdeh , Ghaith Jaradat, Anmar Abuhamdah, Mutasem Alsmadi,
Malik B Alazzam, Raed Alkhasawneh, Ismaeil Awawdeh, “The difference between
shopping online using mobile apps and website shopping: A case study of service
convenience” , International Journal of Computer Information Systems and Industrial
Management Applications, Volume 11, 2019, 151 – 160.

4.Kamaraj M, Vethirajan C, Vinayagamoorthy G, “Consumer perception towards

online shopping of household products” , Restaurent Business, Volume 118, Issue 7,
2019, 143 – 147.

5.Komal Rani, M.D.U., Rohtak, Anjali Ahuja, “Customer Perception towards Online
Shopping: A study of Gurugram“ , International journal of scientific & technology
research, Volume 9, Issue 3, 578 – 582.

6.Mohammed Eshteiwi Ahmouda Shafter, Chandu Ravi Kumar, “Online shopping and
consumer Perception” , Complexity International Journal, Volume 24, Issue 3, 2020,
306 – 315.

7.Nagalakshmi P, “Consumer‟s perception towards online shopping – A special

reference to Chennai” , International Journal of Innovative Technology and Exploring
Engineering, Volume 9, Issue 2S2, 2019, 492 – 495.

8.Pooja Julka, Inderpal Singh, “Customer perception towards online shopping”,

International journal of management, technology and Engineering, Volume 9, Issue 5,
2019, 5885 – 5897.

9.Wilson Paul, “Customer perception towards online shopping in Chennai city” ,

International Journal of Recent Technology and Engineering, Volume 8, Issue 4S3,
2019, 278 – 280.