SADHANA EDUCATION SOCIETYS

L. S. RAHEJA COLLEGE OF ARTS AND COMMERCE

SANTACRUZ (W), MUMBAI-400 054.

A PROJECT REPORT ON

CONSUMER BEHAVIOUR ON ONLINE SHOPPING

SUBMITTED BY

TANIA MANWANI

M.COM (SEM. III ): BUSINESS MANAGEMENT

(RESEARCH METHODLOGY)

SUBMITTED TO

UNIVERSITY OF MUMBAI

2016-2017

PROJECT GUIDE

PROF. PARITA DESAI

1
e-mail :lsraheja.mcom@gmail.com Tel. : 26609320 Website
: www.lsraheja.org.in

SADHANA EDUCATION SOCIETYS

L. S. RAHEJA COLLEGE OF ARTS AND COMMERCE
RE-ACCREDITED BY NAAC WITH A GRADE

Juhu Road, Santacruz (West), Mumbai 400 054.

DECLARATION BY THE STUDENT

I, TANIA MANWANI student of M Com Part-III Roll Number ____ hereby declare that the project for the

Paper RESEARCH METHODOLGY

Recent Trends in Performance Appraisal submitted by me for Semester III during the Academic Year

2016-17, is based on actual work carried out by me under the guidance and supervision of

PROF. PARITA DESAI.

I further state that this work is original and not submitted anywhere else for any examination.

Signature of Student

EVALUATION CERTIFICATE

This is to certify that the undersigned have assessed and evaluated the project on RESEARCH

METHODOLGY , Submitted by TANIA MANWANI, Student of M Com Part-II.

This project is original to the best of our knowledge and has been accepted for Internal Assessment.

Internal Examiner External Examiner Principal

2
Internal Assessment: Project 40 Marks

Name of the Student Class Division Roll

Number.
First name : Tania

Fathers Name: Tekchand M COM

PART III
Surname : Manwani

Subject: RESEARCH METHODOLGY

Topic for the Project:

Marks Awarded Signature

DOCUMENTATION
Internal Examiner
(Out of 10 Marks)
External Examiner

(Out of 10 Marks)

Presentation

(Out of 10 Marks)

Viva and Interaction

(Out of 10 Marks)

TOTAL MARKS (Out of 40)

L. S. RAHEJA COLLEGE OF ARTS & COMMERCE

3
 ACKNOWLEDGEMENT

It is great pleasure for me to acknowledge the kind help and guideline received to me during the
project work. I was fortunate enough to get support from a large number of people to whom I
shall always remain grateful.

I would like to express my sincere gratitude to Professor Parita Desai for giving me this
opportunity to undergo this lucrative project for her great guidance and advice on this project,
without which I will not be able to complete this project.

Signature

4
Contents
1. Chapter One Introduction .................................................................................................................. 7
1.1 Introduction .................................................................................................................................... 7
1.2 Background ..................................................................................................................................... 8
1.3 Problem ......................................................................................................................................... 10
2. Chapter Two Literature Review ....................................................................................................... 11
3. Chapter Three Research Objectives ..................................................................................................... 13
3.1 Research Objectives and aims ...................................................................................................... 13
4. Chapter Four - Hypothesis & Limitations Of Study Hypothesis .............................................................. 14
4.1 Hypothesis & Limitations of study Hypothesis ............................................................................ 14
4.2 Limitations of the Study ................................................................................................................ 14
5. Chapter Five Research Methodology ................................................................................................... 15
5.1 Participants and Apparatus ........................................................................................................... 15
5.2 Research Methods ....................................................................................................................... 15
5.3 Method Selection ......................................................................................................................... 15
5.4 Questionnaire Design .................................................................................................................. 16
5.5 Secondary data ............................................................................................................................ 17
6. Chapter Six- Data Analysis & Interpretation ........................................................................................... 24
Conclusion ................................................................................................................................................... 29
Bibliography ................................................................................................................................................ 30
Appendix ..................................................................................................................................................... 31

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Abstract

The chasm between online retail and its brick-and-mortar counterpart is expanding, and peoples

shopping preferences are evolving in turn. For storefronts, traffic and sales are declining, leaving

retailers with little choice but to adapt to an interconnected world and to their customers shifting

expectations of the shopping experience.

A great deal of research focuses on how consumers shop, but the rationale behind their chosen

behaviors remains somewhat underserved..

The ability to switch from buying things that can be seen and felt physically to the ones on a

computer or mobile screen is astonishing.

The consumer buying behavior is very complex but needs to be understood as time is changing a

lot already apart from tastes and preferences, they are now also shifting to other completely new

and different mediums of buying and making purchases.

With the advent of internet, the popularity of online shopping has caught the attention of many. Many

studies have been done in developed nations to know the attitude and behavior of consumers towards

online shopping.

For instance, previous studies on online shopping behavior found that ease of use, usefulness, perceived

risk and product attributes have significant influence on intention to buy. However the study of these

attributes and its influence on intention to buy is not clear as only limited attention is paid in India

encompassing these variables and its influence on intention to buy. Through this study, we investigate

how these variables interact with one another and influence buyers intention to buy. Using structural

equation modeling, we uncover the influence of these variables on intention to buy. Research and

managerial implications are provided.

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1. Chapter One Introduction
1.1 Introduction

Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.

Can be defined as consumer behaviour is the actions and decision processes of people who
purchase goods and services for personal consumption.

It refers to the actions of the consumers in the marketplace and the underlying motives for those
actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determinewhich products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The
perspective of role theory assumes that consumers play various roles in the marketplace. Starting
from the information provider, from the user to the payer and to the disposer, consumers play
these roles in the decision process.

Nature of Consumer Behaviour:

The various factors that influence the consumer behaviour are as follows:

a. Marketing factors such as product design, price, promotion, packaging, positioning and
dis-tribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and attitudes towards
the product.

d. Situational factors such as physical surroundings at the time of purchase, social surroundings
and time factor.e. Social factors such as social status, reference groups and family.

f. Cultural factors, such as religion, social classcaste and sub-castes.

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1.2 Background

The internet is being developed rapidly since last two decades, and with relevant digital economy
that is driven by information technology also being developed worldwide. After a long term
development of internet, which rapidly increased web users and highly speed internet
connection, and some new technology also have been developed and used for web developing,
those lead to firms can promote and enhance images of product and services through web site.

Therefore, detailed product information and improved service attracts more and more people
changed their consumer behaviour from the traditional mode to more rely on the internet
shopping.

On the other hand, more companies have realized that the consumer behaviour transformation is
unavoidable trend, and thus change their marketing strategy. As the recent researches have
indicated that, the internet shopping particularly in business to consumer (B2C) has risen and
online shopping become more popular to many people.

According to the report, The Emerging Digital Economy II, published by the US Department of
Commerce, in some companies, the weight of e-commerce in total sales is quite high.

For instance, the Dell computer company have reached 18 million dollars sales through the
internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total
sales were achieved through the internet (Moon, 2004). Therefore, to understand internet
shopping and its impact on consumer behaviour could help companies making use of it as a form
of doing e-business.

There are many reasons for such a rapid developing of internet shopping, which mainly due to
the benefits that internet provides. First of all, the internet offers different kind of convenience to
consumers. Obviously, consumers do not need go out looking for product information as the
internet can help them to search from online sites, and it also helps evaluate between each sites to
get the cheapest price for purchase.

Furthermore, the internet can enhance consumer use product more efficiently and effectively
than other channels to satisfy their needs. Through the different search engines, consumers save
time to access to the consumption related information, and which information with mixture of

8
images, sound, and very detailed text description to help consumer learning and choosing the
most suitable product (Moon, 2004). However, internet shopping has potential risks for the
customers, such as payment safety, and after service. Due to the internet technology developed,
internet payment recently becomes prevalent way for purchasing goods from the internet.
Internet payment increase consumptive efficiency, at the same time, as its virtual property
reduced.

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1.3 Problem
The Internet is eroding the market for hypermarkets, retailer etc. "Because of the Internet,
selling is now at a whole new level and there is there is no loyalty either."

Some people argue that pricing is the major reason; they say that most of the sellers do branding
just to increase their sale; they spend more money on advertising to attract their customers,
because every advertiser and company wants from their customers to think about them. But the
only one who thinks about their customers are online shopping portals. It is all about creating a
beautiful shopping experience for the customers.

Internet has changed everything today; with the increasing internet access it seems to be playing
an important role in online shopping portals today.

As the physical communication with the consumer is reduced today and product qualities and
features are communicated over wires, online retailing is very much important today, because
through online branding customer can easily choose their known brands, because these brands
have set of values and attributes on which consumer trust.
The importance of analyzing and identifying factors that influence the consumer when he or she
decides to purchase on the Internet is vital.

Since the Internet is a new medium for there have been new demands set by the consumer. That
is why it is crucial for the online retailers to know what influences the online consumer.

10
2. Chapter Two Literature Review

E-Business probably began with electronic data interchange in the 1960s (Zwass, 1996).
However, (Melao, 2008) suggests that it was only in the 1990s, primarily via the Internet, that e-
Business has emerged as a core feature of many organizations. In his opinion, the hope was that
e-Business would revolutionize the ways in which organizations interact with customers,
employees, suppliers and partners. Some saw e- Business as part of a recipe to stay competitive
in the global economy. Christy M. K. Cheung, Lei Zhu, Timothy Kwong, Gloria W.W. Chan,
Moez Limayem,(2002) The topic of online consumer behavior has been examined under various
contexts over the years. Although researchers from a variety of business disciplines have made
significant progress over the past few years, the scope of these studies is rather broad, the studies
appear relatively fragmented and no unifying theoretical model is found in this research area. In
view of this, provide an exhaustive review of the literature and propose a research framework
with three key building blocks (intention, adoption, and continuance) so as to analyze the online
consumer behavior in a systematic way. This proposed framework not only provides us with a
cohesive view of online consumer behavior, but also serves as a salient guideline for researchers
in this area. Burke, R.R. (2002), Trust is a key factor that determines the success of Business to
Consumer (B2C) e-commerce transactions. Previous researchers have identified several critical
factors that influence trust in the context of online shopping. This research focuses on available
security measures which assure online shoppers safety and great sales promotions and online
deals which stimulate customers to shop online. Abel Stephen (2003) in his paper represents the
findings of research studies that address e- commerce design and associated consumer behavior.
The innovation of e-commerce has affected not only the marketplace through the facilitation of
the exchange of goods and services, but also human behavior in response to the mechanisms of
online services. Researchers have identified and hypothesized on relevant subject matters
ranging from Web usability, marketing channels and other factors influencing online buying
behavior. Though researchers have focused on what appear different aspects of online buying
behavior, their studies may be shown to be interrelated and interdependent, even to the extent of
revealing constructs upon which e-commerce, in terms of future design and research, could be
built. Balasubramanian, S., Konana, P. and Menon, N.M. (2003), In this environment, some
traditional service quality dimensions that determine customer satisfaction, such as the physical

11
appearance of facilities, employees, and equipment, and employees responsiveness and empathy
are unobservable. In contrast, trust may play a central role here in enhancing customer
satisfaction. Model trust as an endogenously formed entity that ultimately impacts customer
satisfaction, and we elucidate the linkages between trust and other factors related to the
performance of the online service provider and to the service environment Rajeev Kamineni
(2004) in his study finds that World Wide Web can change human behaviour and human
interactions to a very large extent. Web based shopping behaviour is one major example to point
out the trends in this direction. This study is of a very exploratory nature and it intends to
establish the differences between several web-based shoppers from different parts of the world.
Several critical factors associated with online shopping behaviour have been explored. A cross
cultural data set has been collected and an illustrative description of the shoppers has been
provided. As a final step the cross cultural differences between several shoppers explored.
Archana Shrivastava, Ujwal Lanjewar, (2011) in online buying, the rate of diffusion and
adoption of the online buying amongst consumers is still relatively low in India.

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3. Chapter Three Research Objectives
3.1 Research Objectives and aims
It is clear from the overview of internet and internet shopping development that ecommerce is
being used in many corporations due to the dramatic development of technology and competitive
advantages of web selling. Moreover, the expansions of the usage by individuals also become
main contributors to the development of internet shopping. Relatively few studies have
investigated in the internet shopping and impact on consumer behaviour.

The previous studies are more focus on the markers point of view, such as how to establish a
more efficient marketing channel online rather than the traditional offline channel. Therefore,
this research will combines with previous studies from literature reviews, and focus on the
impact of the internet shopping on consumer behaviours to find out a comprehensive analytical
framework which showing the essential ingredient of marketing and business to satisfying the
consumers needs, and a deeply understanding of online consumer behaviour as a reference for
any e-commerce company to make marketing strategies.

By carry out this work, the following research questions will be answered:

1) Factors influencing shoppers to go online.

2) Through analyze data collected from the questionnaire survey to indicate the current online
consumer behaviours.

3) Examine the business strategies affecting online consumer behaviour

4) The major factors that are responsible for influencing the consumers.

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4. Chapter Four - Hypothesis & Limitations Of
Study Hypothesis
4.1 Hypothesis & Limitations of study Hypothesis
1) Intention to buy online does not vary according to age group.

2) Intention to buy online does not vary according to gender.

3) Secure shopping across internet does not vary according to age group.

4) Secure shopping across internet does not vary according to gender.

4.2 Limitations of the Study

1) The study has been conducted based on the data acquired from the online buyers of India only
and the findings may not be applicable to other countries of the world because of socio- cultural
differences.

2) Sample size is very small.

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5. Chapter Five Research Methodology
5.1 Participants and Apparatus
The survey was taken in Mumbai, by handing over physical questionnaires.

Only those participants who have completed the questionnaire will be accounted as valid survey.

There are 30 participants who have successfully completed the questionnaire.

5.2 Research Methods

The research method of this study is a survey research, which collects information from
participant through questionnaires.

The purpose of this research is to analyse the current and future behaviours of consumers.

These behaviors include attitudes, believes, attribute, motivation and behaviour of sampled
participants, and that will be taken on a series of measurements based on specific research point.

After questionnaires sent out, and later collected data from feedbacks, the quantitative research
method will be used in this research.

5.3 Method Selection

This section is dedicated to selection of research method in this paper. The research methods can
be classified in many ways, but the most common difference is between qualitative and
quantitative approaches. Qualitative research method can be broadly defined as any kind of
research that produces findings not arrived at by means of statistical procedures or other means
of quantification (Strauss and Corbin, 1990). It also can be simply says that this research
method is non quantitative. In contrast, quantitative research method deal with measurable
characteristics by using structured questions (e.g. questionnaire) and a formalised procedure of
data collection.

Empirical Research Method

This chapter will present how we have conducted our research in order

to collect primary data and reach the objective of the dissertation. We will also be discussing
which different types of methodologies that were used.
15
SOURCES OF DATA ANALYSIS

PRIMARY DATA

Primary data for our research was collected through questionnaires. When collecting primary
data one can choose to do interviews, observations, experiments, and questionnaires. Due to the
purpose of our research, only the questionnaire method would be able to approach the topic and
be able to collect the answers in a satisfactory manner.

To encourage the students not to reject the questionnaire outright, and to increase the response
rate, the questionnaire should be limited to maximum of one sheet of A4 paper.

SECONDARY DATA

Is used to find what factors affect behaviors of consumer for online shopping

As secondary data researcher used internet source to collect information.

5.4 Questionnaire Design

The design of questionnaire is very rely on what data need to be collected and how to analyze the
data, and the questions asked in the questionnaire are need to be defined prior to data collection.
According to the aims and objectives of this study, the questionnaire was conducted to collect
data about the impacts of Internet shopping on consumer behaviors within the summarized
framework in associated with the respondents online shopping experience.

From this survey, there are following information will be gathered, the respondents experience
of Internet use, the purpose of using Internet, the product categories which consumers purchased
online, attitudes to Internet shopping, and feedback for E- commerce web sites. In addition, some
demographic data will also collect from the respondents, such as gender, ages, and employment
details.

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5.5 Secondary data
Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determinewhich products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The
per-spective of role theory assumes that consumers play various roles in the marketplace.
Starting from the information provider, from the user to the payer and to the disposer, consumers
play these roles in the decision process.

The roles also vary in different consumption situations; for example, a mother plays the role of
an influencer in a childs purchase process, whereas she plays the role of a disposer for the
products consumed by the family.

Some selected definitions of consumer behaviour are as follows:

1. According to Engel, Blackwell, and Mansard, consumer behaviour is the actions and decision
processes of people who purchase goods and services for personal consumption.

2. According to Louden and Bitta, consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services.

Nature of Consumer Behaviour:

1. Influenced by various factors:

The various factors that influence the consumer behaviour are as follows:

a. Marketing factors such as product design, price, promotion, packaging, positioning and
dis-tribution.

b. Personal factors such as age, gender, education and income level.

17
c. Psychological factors such as buying motives, perception of the product and attitudes towards
the product.

d. Situational factors such as physical surroundings at the time of purchase, social surroundings
and time factor.

e. Social factors such as social status, reference groups and family.

f. Cultural factors, such as religion, social classcaste and sub-castes.

2. Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time depending on the
nature of products. For example, kids prefer colourful and fancy footwear, but as they grow up as
teenagers and young adults, they prefer trendy footwear, and as middle-aged and senior citizens
they prefer more sober footwear. The change in buying behaviour may take place due to several
other factors such as increase in income level, education level and marketing factors.

3. Varies from consumer to consumer

All consumers do not behave in the same manner. Differ-ent consumers behave differently. The
differences in consumer behaviour are due to individual factors such as the nature of the
consumers, lifestyle and culture. For example, some consumers are technoholics. They go on a
shopping and spend beyond their means.

They borrow money from friends, relatives, banks, and at times even adopt unethical means to
spend on shopping of advance technologies. But there are other consumers who, despite having
surplus money, do not go even for the regular purchases and avoid use and purchase of advance
technologies.

4. Varies from region to region and country to county

The consumer behaviour varies across states, regions and countries. For example, the behaviour
of the urban consumers is different from that of the rural consumers. A good number of rural
consumers are conservative in their buying behaviours.

The rich rural consumers may think twice to spend on luxuries despite hav-ing sufficient funds,
whereas the urban consumers may even take bank loans to buy luxury items such as cars and

18
household appliances. The consumer behaviour may also varies across the states, regions and
countries. It may differ depending on the upbringing, lifestyles and level of development.

5. Information on consumer behaviour is important to the marketers

Marketers need to have a good knowledge of the consumer behaviour. They need to study the
various factors that influence the consumer behaviour of their target customers.

The knowledge of consumer behaviour enables them to take appropriate marketing decisions in
respect of the following factors:

a. Product design/model

b. Pricing of the product

c. Promotion of the product

d. Packaging

e. Positioning

f. Place of distribution

6. Leads to purchase decision

A positive consumer behaviour leads to a purchase decision. A consumer may take the decision
of buying a product on the basis of different buying motives. The purchase decision leads to
higher demand, and the sales of the marketers increase. Therefore, marketers need to influence
consumer behaviour to increase their purchases.

7. Varies from product to product

Consumer behaviour is different for different products. There are some consumers who may buy
more quantity of certain items and very low or no quantity of other items. For example, teenagers
may spend heavily on products such as cell phones and branded wears for snob appeal, but may
not spend on general and academic reading. A middle- aged person may spend less on clothing,
but may invest money in savings, insurance schemes, pension schemes, and so on.

8. Improves standard of living

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The buying behaviour of the consumers may lead to higher stan-dard of living. The more a
person buys the goods and services, the higher is the standard of living. But if a person spends
less on goods and services, despite having a good income, they deprives themselves of higher
standard of living.

9. Reflects status

The consumer behaviour is not only influenced by the status of a consumer, but it also reflects it.
The consumers who own luxury cars, watches and other items are considered belonging to a
higher status. The luxury items also give a sense of pride to the owners.

Consumer buying decision process.

A consumer goes through several stages before purchasing a product or service.

NEED

INFORMATION GATHERING/SEARCH

EVALUATION OF ALTERNATIVES

PURCHASE OF PRODUCT/SERVICE

POST PURCHASE EVALUATION

Step 1 - Need is the most important factor which leads to buying of products and services.
Need infact is the catalyst which triggers the buying decision of individuals.

An individual who buys cold drink or a bottle of mineral water identifies his/her need as thirst.
However in such cases steps such as information search and evaluation of alternatives are
generally missing. These two steps are important when an individual purchases expensive
products/services such as laptop, cars, mobile phones and so on.

Step 2 - When an individual recognizes his need for a particular product/service he tries to
gather as much information as he can.

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An individual can acquire information through any of the following sources:

Personal Sources - He might discuss his need with his friends, family members,
co workers and other acquaintances.

Commercial sources - Advertisements, sales people (in Tims case it was the store
manager), Packaging of a particular product in many cases prompt individuals to
buy the same, Displays (Props, Mannequins etc)

Public sources - Newspaper, Radio, Magazine

Experiential sources - Individuals own experience, prior handling of a particular

product (Tim would definitely purchase a Dell laptop again if he had already used
one)

Step 3 - The next step is to evaluate the various alternatives available in the market. An
individual after gathering relevant information tries to choose the best option available as per
his need, taste and pocket.

Step 4 - After going through all the above stages, customer finally purchases the product.

Step 5 - The purchase of the product is followed by post purchase evaluation. Post purchase
evaluation refers to a customers analysis whether the product was useful to him or not,
whether the product fulfilled his need or not.

21
Situational Influences and Online Shopping

a. Why consumers shop online

Convenience: What could be easier than shopping from your own home (or on the go
with a smartphone) anytime you want?

i. Click and Mortar Only shop online for research, then go to the physical store to make
purchases.

ii. Hunter Gatherers Enjoy going online for the thrill of auctions and bargain hunting

iii. Brand Loyalists

Enjoy going online, but only to look at websites and products they are comfortable with.

iv. Time Sensitive Materialists

Only go online for news update, stock updates.

v. Hooked, online and Single

Young, (tweens, teens, college students) who are extremely tech proficient and use the Internet
for news, networking and shopping.

vi. Ambivalent Newbies

Not technologically proficient, may only go online occasionally or to check e-mail.

Driving factors

Communication:

Instantly correspond with other consumers, sellers and company representatives to easily gather
information about a purchase.

Choice:

Consumers can rapidly search through multiple stores from all over the globe instantly.
Consumers can also easily research a company/product capabilities and popularity.

Cost:

Consumers feel empowered when they can shop around at such a fast speed, they can make more
informed purchasing decisions especially when it comes to prices. Companies need to make sure
they are offering prices comparable to their competitors, because customers will figure it out and
not purchase from them!

Customization:

22
Another positive aspect of the Internet is the ability for the customer to purchase a product
exactly how they want it; and the company avoids paying inventory storage costs and overhead
for a retail location since the products are made and then shipped directly to the customer. Dell
Computers turned their small operation into a multi-million dollar company on this marketing
idea.

Control:

Customers seem to have more control over quantity, size, style, color, price and the type of
vendor that they purchase from when using the Internet. Purchases for second-hand products can
be made on e-bay, creating a whole new genre of stores.

The 7 Cs of Driving Website Commerce

i. Context: A websites layout, visual design and use of colors, white space, graphics and
information have to all create a theme that makes sense for the company and products.

ii. Commerce: A websites ability to allow customers to make purchases safely, and also to
make returns.

iii. Connection: Links to other websites. The amount of links depends on the company and
the products.

iv. Communication: A website can allow communication between the company and the
consumer, some sites use live chat capabilities, others use a message board or email.

v. Context: A websites use of text, fonts, sounds, music, video demonstrations to convey a
theme or help convince customers to purchase.

vi. Community: Some websites will allow customers to talk to each other via message
boards or leave comments about products.

vii. Customization: A website can be customizable by the customer and tailor itself to
different users. Amazon.com makes personal recommendations based on past purchases. Some
gaming websites will allow the user to choose to see information on only the games they own.

23
6. Chapter Six- Data Analysis & Interpretation

Year of Survey- October 2016

Target- Office going, family members.
Sample Size- 30
Age Group 25 & above

The Results of the survey so conducted are as follows depicted in a graph

analysis form-

Do you have internet access through

out the day?
3%

Yes
No

97%

24
How often do you spend time on the internet
searching for products?

13%

Quite Often
Often
27%
60% Very less

Do you actually purchase the products you

have searched?

27%

Yes
No

73%

25
Do you indulge in online shopping?

30%
Yes
No

70%

What would be the major attraction

factor if you would shop online?

23%
Price
Convenience
17% 60%
Time saving

26
 Do you think Online shopping is safe?

20%

Yes
No

80%

Where do you think online shopping lacks?

14% 17%

Payments

Safety

Quality

69%

27
Where do you think e commerces sites have an
upper hand?

14%
Discounts and
offers
73% 13%
Accessibility

Both

28
Conclusion

Conditions of competition are changing rapidly today and companies that strategize and react to these
changes promptly and quickly are the most successful. Due to technological developments, physical
differences of products have decreased. Differentiation should be made on the meanings products bear
instead of on their physical features. Through this study, the researcher has attempted to study
different consumer variables that influence consumers intention to buy online.

However the researcher did not attempt to study the moderating, intervening and extraneous variables
that may influence consumers intention to buy. There is a scope to study variables which moderate
consumers intention to buy. The analysis is based on the data collected only from a particular city. It
would be valuable to further test these variables across other cities. The researcher has made no
attempt to study specific high involvement product categories in this study. It would be interesting to
extend this study across low and high involvement product categories and measure the effect of these
variables on intention to buy. In this research, an attempt has been made only to study consumer
variables.

There is a scope for researchers to study retailers attributes and its influence on intention to buy.
Hence the scope is huge. It is useful to incorporate other perspectives of analysis that allow a depth
understanding of various relationships among different variables and its influence on intention to buy.

29
Bibliography

Newsapapers

Brand Equity
Times Of India

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SEPTEMBER%202013%20[Vol8-Issue1]/File%207%20-%20V8N1%20-
%2004%20-
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Appendix

1. Do you have internet access through out the day?

Yes
No
2. How often do you spend time on the internet searching for products?

Quite Often
Often
Very Less
3. Do you actually purchase the products you have searched?

Yes
No
4. Do you agree with the concept of online shopping?

Yes
No
5. What would be the major influencing factor if you would shop online?

Price
Convenience
Experience
6. Do you think Online shopping is safe?

Yes
No
7. Where do you think online shopping lacks?

Physical touch
Quality assurance
Transit damage
8. Where do you think ecommerce sites have an upper hand ?

Discounts and offers

Accessibility
Both

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