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Introduction
Online shopping as the term suggests, refers to the purchase of products or services over the internet. It can be used both for B2B and B2C transactions. Companies use the Internet with the aim of cutting marketing costs, thereby reducing the price of their products and services in order to stay ahead in highly competitive markets. Companies also use the Internet to convey, communicate and disseminate information, to sell the product, to take feed back and also to conduct satisfaction surveys with customers. Customers use the Internet to buy the product online, to compare prices, product features and use the stores after sales service facilities.
Research Methodology
Source of Data: Primary Data and Secondary data Research Type: Descriptive research Data Collection Method: Questionnaire Sampling Unit: Individual Consumers Size of Sample: 217 Sampling technique: Convenience sampling Data Analysis: Factor Analysis, Chi-Square & MS Excel
Research Hypothesis
Ho1: There is no significant difference between Gender and attitude towards online shopping. Ho2: There is no significant difference between Age and attitude towards online shopping. Ho3: There is no significant difference between Education and attitude towards online shopping. Ho4: There is no significant difference between Income and attitude towards online shopping.
Factor Analysis
Rotated Component Matrix Component 1 It saves your time it takes more time to search specific product It gives me ease of shopping at home It does not require travelling to far off distance Speed of internet affects your online shopping It takes a long time to deliver products Shopping 24x7 Ease to make payment assistance Lack of physical evidence affects my purchase decision I think that online shopping results in monetary benefits can customize the products according to my specification get better discounts & offers on internet The actual products do no match the products shown on Wide choices of brands to choose I do not get much variety in products 0.256 0.365 0.423 0.235 0.162 0.094 0.832 0.767 0.783 0.852 0.826 0.858 0.788 0.849 0.286 2 0.772 0.704 0.804 0.725 0.188 0.123 0.276 0.353 0.413 0.298 0.22 0.209 0.332 0.247 0.22 3 0.054 0.178 0.136 0.42 0.782 0.847 -0.038 0.138 0.03 0.128 0.273 0.034 0.182 0.189 0.273
Result:
As we can see in the table, in the Factor 1, 3 items that are having max value shows the monetary benefits and wide variety of brands. So, this factor is labelled as Money & Assortment Benefits. On the Factor 2 Column, 3 items having max value above 0.5 shows time & convenience shopping. This factor is labelled as Efficient & Convenient Benefits On the Factor 3, 2 items showing that internet speed and long delivery time issues which are important. This factor is labelled as Connectivity & Delivery Issues
Chi-Square:
Gender Analysis
Chi-Square Tests Value df Asymp. Sig. (2sided) Exact Sig. (2-sided) Exact Sig. (1-sided)
.069a .014
1 1
.792 .907
Likelihood Ratio
Fisher's Exact Test
.069
.793
.884 .453
Linear-by-Linear Association
.069
.793
N of Valid Cases
217
Interpretation: As we can see in the above tables, .453 > 0.05, so null hypothesis is not rejected and there is no significance difference between the gender & online shopping behavior.
2.021a 1.922
3 3
.568 .589
Linear-by-Linear Association
1.891
.169
N of Valid Cases
217
Interpretation: As we can see in the above tables, .568 > 0.05, so null hypothesis is not rejected and there is no significance difference between the age & online shopping behavior. So there is no effect of age on the consumer behavior towards online shopping.
3.537a 3.330
3 3
.316 .343
Linear-by-Linear Association
2.433
.119
N of Valid Cases
217
Interpretation: As we can see in the above tables, .316 > 0.05, so null hypothesis is not rejected and there is no significance difference between the Education & online shopping behavior.
Income Analysis
Chi-Square Tests Value Df Asymp. Sig. (2-sided)
.001a .001
2 2
.999 .999
Linear-by-Linear Association
.000
.997
N of Valid Cases
217
Interpretation: As we can see in the above tables, .999 > 0.05, so null hypothesis is not rejected and there is no significance difference between the Income & online shopping behavior. From this we can say that there is no effect of income on the consumer behavior towards online shopping.
Excel Analysis
Gender Analysis
18%
Age Analysis
Female
31%
42% 58%
Male 23%
36 & above
28%
Level of Education
Graduate Intermediate
45% 53% 20%
Income Analysis
> 15000
21%
1% 1%
Frequency Of Shopping
Frequently (once a month)
32% 39%
31%
29%
39%
8% 20%
22%
22% 28%
Books
Footwears
Snapdeal Myntra
8%
13% 20%
41% 14%
51%
Homeshop18 Others
Saves Time
Saves Money
23%
21%
Website Security
8%
30% 26%
57%
6%
95%
Warranty Claims
Refund Policy
Low Trustworthiness
Major Findings
Majority of the Online Shoppers are Male and Age does not play major role in their behavior towards online shopping. Most of online shoppers are well educated having degrees of Graduation & Post Graduation, while income does not play major effect. Most of the Online shoppers have adopted online shopping recently. Electronics, Apparels & books are among the products that most consumer purchase online. Money benefits, wide variety of products, convenience, Internet connectivity & Delivery issues are important factors that consumers consider while shopping online.
Conclusion
Online Shopping is the future of shopping which is not yet fully adopted by the consumers due to the barriers like Safety & Long Delivery time issues. Having great benefits to offer like Monetary benefits, Convenient & Time saving, Wide variety & Personalized offers etc. Thus, It is apt to say that The future is here. It's just not widely distributed yet- William Gibson