ONLINE SHOPPING

BEHAVIOUR OF YOUTH IN
CUTTACK- AN EMPIRICAL
STUDY

Presented by: Gaurav Gandhi

Sri Sri University
MBA 2017-19
ABSTRACT

 In this research I have surveyed the perception of youth in

Cuttack City towards online shopping.
 I have found out how much has online shopping, in its attempt
to replace the traditional way of shopping become successful.
 I have also tried to find out how much a person is willing to pay
through online shopping.
 Trends of ongoing changes in the perception of people towards
online shopping has been tried to capture in this report.
INTRODUCTION

■ Online shopping is a form of E-Commerce.

■ The consumer can buy goods over the internet in real time.
■ Engagement of youth in Online Shopping.
■ Online Shopping has changed the whole perception of
“Shopping” as a whole.
LITERATURE REVIEW

■ “Perception Towards Online Shopping: An empirical study of Indian

Consumers” by Zia Ul Haq (2008) from Journal of Research in Commerce &
Management Vol. 1
■ “Web Based Shopping: Consumers’ Attitudes Towards Online Shopping” by
Zhaobin Chen (2005) from Journal of “Electronic Commerce Research Vol. 6
■ “Online versus Conventional Shopping; Consumer’s Risk Perception &
Regulatory Focus” by Guda Van Noort, Peter Bob (2007) from Journal of
“Cyber Psychology & Behaviour Vol. 10
■ “Consumer Perception Towards Online Shopping” by Kanwal Gurleen (2012)
from Journal of “International Journal of Management & Information
Technology”
■ “Online Shopping Customer Satisfaction & Loyalty in Norway” by Ali, Pervaiz,
Sankaran, Sudhir (2011) from Journal of “Lambert Academic Publishing”
OBJECTIVES

■ To study the online shopping behaviour pattern.

■ To study the factors affecting the online shopping behaviour.
■ To identify the preferences towards different E- shopping
websites.
■ To analyse the perception & level of satisfaction from online
shopping.
DATA ANALYSIS
1. AGE GROUP

49

71

15-20 21-25

For the purpose of the survey, I had chosen people from age ranging from 15 to 25. I
had categorized them into 2 groups with ages from 15-20 and 21-25. There were 49
respondents from 15-20 age group, 71 from 21-25.
2. GENDER
80

70 68

60
52
50

40

30

20

10

0
MALE FEMALE

Of the 120 respondents, 52 were male and 68 were

female.
3. PREFERENCE OF ONLINE SHOPPING

Series 1

NO 17

YES 103

0 20 40 60 80 100 120

Of the 120 respondents, 103 preferred Online Shopping and 17 did not.
4. OFTENITY OF SHOPPING ONLINE
60

50

40

30
53

20 41

10 22

4
0
Often Occasionally Regularly Never

41 of the respondents said they often shop online,

53 of them shop online occasionally and 22
respondents are regular users of Online Shopping
while 4 of them said they never use Online
Shopping.
5. PREFENCE OF ONLINE SHOPPING WEBSITES

40
40
35
30 30
25 22
20
15
10 16
5
0
Amazon
Flipkart Series 1
Myntra
Snapdeal

This was an Open Ended Question, out of the 120 different responds, the above
mentioned websites were common in most of the responds. Almost 33%
responds had Amazon mentioned, 18% had Flipkart mentioned, 25% responses
included Myntra and 13% responses included Snapdeal. The remaining 11%
included websites like Ebay, Paytm, Pepperfry, Nykaa, etc.
6. HOW DID YOU COME TO KNOW ABOUT THESE
WEBSITES?

Ads/TVCs Social Media

58, 48%
62, 52%

This question was also an open ended one, and most of the responds included
different types of advertisements, TVCs & Social Media (Approx. values used)
7. SPENDING CAPABILITY PER MONTH

70

60

50

40

30 63

20
33
10 17
7
0
Below 1000 1000-3000 3000-5000 above 5000

7 respondents spend below ₹1000 per month on Online Shopping, 33 respondents

spend between ₹1000- ₹3000, whereas 63 respondents spend between ₹3000-
₹5000 per month and only 17 of them spend more than ₹5000 on Online Shopping
every month.
8. MODE OF PAYMENT

100

90 87

80

70

60

50

40

30
23
20
10
10

0
COD Debit/Credit card internet banking

Out of the 120 respondents, 87 responds (72.5%) were for Cash/Card On

Delivery mode, 23 respondents (19%) use Debit/Credit Cards to pay and only
10 respondents (8%) use Internet Banking as their mode of payment.
9. MOST COMMON BAD EXPERIENCES SHARED

■ Issues related to Returns & Refunds.

■ Issues related to the Quality of the products.
■ Issues related to Size & Measure of the products.
10. MOST COMMONLY PURCHASED PRODUCTS
60 57

50

40

30
23
21
19
20

10

0
CLOTHES SHOES BOOKS ELECTRONICS

Out of the 120 respondents, 57 purchase Clothes, 21 respondents buy Shoes 23

respondents like to buy Books and 19 purchase Electronics on a regular basis.
■ From the product options given, .i.e., clothes, shoes, books and
electronics, Out of the 120 respondents, 57 purchase Clothes,
21 respondents buy Shoes, 23 respondents like to buy Books
and 19 purchase Electronics on a regular basis. From this data, I
figured out that most of the youth living in Cuttack city prefer
shopping clothes online, by going deep into the study, I wanted
to know the reason behind this because buying clothes online
does not give the “Touch and Feel” factor and hence, I thought
of carrying forward this research.
I figured out the most likely possible reasons that the
preference of shopping clothes online is higher than
the rest of the products. They can be:
■ Bag free shopping -which means by Shopping online, we can get the products
delivered at our door steps instead of carrying so many shopping bags.
■ We can try on several dresses in-store but sometimes specially during the peak times
we have to wait in longs ques for our turn, but in online shopping we can try the
clothes once they are delivered to us and there is always an option for exchange if the
clothes don’t fit.
■ Online marketplaces are pushing boundaries all the time. They know people are
becoming used to the convenience of the internet, so they are looking for ways to
keep people engaged by bringing in a lot of variety.
■ We don’t have to wait in a line or wait till the shop assistant helps us with our
purchases. In the case of online shopping, we can do our shopping in minutes even if
we are busy. Apart from saving time and avoiding crowds, Online shopping helps us
to shop 24x7.
■ Shopping online helps us to hunt for the cheapest deals without leaving the comfort
of home. Also, we will be able to purchase the products with the best as well as
lowest prices.
■ Many times when we opt for conventional shopping we tend to spend a lot more than
the required shopping expenses, on things like eating out, traveling, impulsive
shopping etc.
Other possible reasons can be:

■ There are many fancy brands of clothing whose quality is

expected to be really good which is not available in Cuttack but
online.
■ As a commoner, we might be very familiar with size of our
clothes but rarely with the size of our shoes as the sizes vary
from companies to companies.
11. LEVEL OF SATISFACTION AMONGST THE YOUTH

17, 14%
27, 23%

20, 17%

34, 28%
22, 18%
Unsatisfied
Not Very Satisfied
Neutral
Moderately Satisfied
Highly Satisfied

Of the 120 respondents, 17 voted for Unsatisfied, 20 voted for Not Very
Satisfied, 22 voted for Neutral, 34 voted for Moderately Satisfied & 27
respondents are Highly Satisfied.
12. IS ONLINE SHOPPING BETTER?
Strongly Disagree
Disagree
Neutral
17, 14% Agree
Strongly Agree
42, 35%
14, 12%

18, 15%

29, 24%

17 respondents Strongly Disagree to online shopping being Better, 14

respondents Disagree, 18 respondents are Neutral over choosing, whereas 29
& 42 respondents Agree & Strongly agree respectively.
CONCLUSION

After I performed this study successfully, following are the conclusions that I drew: -
■ Among both the age groups, about 56% are female users of Online Shopping.
■ Most of the youth of Cuttack City prefer shopping Online.
■ On an average, the youth of Cuttack City spend ₹3000- ₹5000 per month towards Shopping
Online.
■ Cash/Card On Delivery is the most favourable mode of payment.
■ Like any other system, Online Shopping has it’s own drawbacks but that does not stop itself
from attracting the youth.
■ Now-a-days the youth of Cuttack prefers to buy goods like Clothes, Shoes, Electronics &
Books Online rather than Offline.
■ Almost 60% of the Youth of Cuttack City are Moderately or Highly Satisfied with their
experience of Online Shopping.
■ Almost 70% of the Youth thinks Online Shopping is better than Traditional Shopping.
LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Despite of this, there are some constraints to the study. The main
limitations are as follows:
■ Time: Due to limitations of time only few people (120 people) were selected for the
study. So the sample of consumers is not enough to generalize the results.
■ Geographical Area: The area of Cuttack has only been selected as a representative of
India. The actual results for other areas hence may be different.
■ Financial Resources: Due to lack of finance, the research has been conducted on a
small group and no extensive work has been done.
■ Human Resource: Due to lack of human resource the research was limited to few
people.
■ Expertise: With just the basic knowledge of research methodology, the research lacks
expert insight.
■ Age Group: Research has been done focused on a certain age group, the perception
of other age groups can also be explored
REFERENCES

WEBSITES:
■ www.businessinsider.in
■ www.economictimes.com
■ www.economist.com
■ www.indiatoday.in
■ www.business-standard.com
NEWSPAPERS:
■ Economic Times
■ Times of India
THANK YOU