Consumer

satisfaction through
online purchasing
NIVEDITA ATRE

131330

PRAGATI JAISWAL

131332

Online purchasing the revolution

Internet the new marketplace

More than 10 million online shoppers in India estimated to grow at
30%.
India's retail market is estimated at $470 billion in 2011 and is expected
to grow to $675 Bn by 2016 and $850 Bn by 2020, estimated CAGR of
7%.

Why online purchasing ?

Current market trends - SUBURBS
Future possibilities Demands of Generation Y

Why study consumer satisfaction

Insight about Consumer behavior The attitude component

Developing perceptions of the Generation Y

Current market trends - SUBURBS

Future possibilities

Reduce Cognitive Dissonance

Attitude measurement :
Online
shopping
behavior
Product
Convenience

Services
Convenience

Availability

Delivery
system

Customization

After sale

Price

Replacement
Policies

Information
availability

Payment
Security

Questionnaire
1. Are you satisfied by the
Replacement policies
(warranty/guarantee)
provided by the Ecommerce companies?
16

Are you satisfied with the

Price of the product you
purchased online ?
14
12
10

14
12

10
6

6
4

2
0

0
no

yes

no

yes

The Consumer Survey for Online

purchasers : research design

Descriptive Research extensive factors of online shopping

Objectives

Explore individual satisfaction levels from the key factors.

Analyze the Significant scoring factor(s) amongst all.

Sample size 20

Methods of analysis

Likert scale - One sample T test.

Hypotheses

1. PRODUCT CONVENIENCE:

Factors attributes of product are convenient to online

shoppers.

H0 : Online shopping is NON CONVENIENT for online

shoppers.

H1 : Online shopping is CONVENIENT for online shoppers.

2. SERVICE CONVENIENCE :

H0 : Online shopping is UNRELIABLE for online shoppers.

H1 : Online shopping is RELIABLE for online shoppers.

Findings & conclusions

Product convenience scale :

1. Least satisfied , 2. Not satisfied , 3. Partially satisfied , 4. Satisfied , 5.

Highly satisfied

TEST VALUE 3 ,

Results : all values less than 0.05

Price 0.01

NULL HYPOTHESIS REJECTED

Service convenience scale :

TEST VALUE 3 ,

Results : all values less than 0.05 except Payment security - 0.69

NULL HYPOTHESIS REJECTED

Inferences & Conclusions

Price is a convenient and competent factor.

Payment gateways proving to be RELIABLE factors. play

a major role in defining the purchases.