A PROJECT REPORT ON CUSTOMER

SATISFACTION LEVEL IN ONLINE

SHOPPING
PROJECT GUIDE: SHWETA MEHTA
PRESENTED BY
SHOBHNA SINGH
BHAVANA PATEL
VIMAL SUTARIYA
SAGAN SAHOO

INTRODUCTION
Consumers

attitude

towards

online

shopping

refers

to

their

psychological state in terms of making purchases over the Internet.

Online buying behavior process refers to the products purchased
online. The process of online buying behavior consists of five steps
and it is similar to traditional shopping behavior (Liang and Lai 2000).
For instance, consumer recognize the need for buying some product
(book), they refers to the internet to buy online and start to search for
the information and look for all the alternatives and finally make a
purchase which best fits to their needs. Before making final purchase
consumers are bombarded by several factors which limits or influence
consumers for the final decision.

Our problem area that is Consumers satisfaction level towards online shopping
will determine the attractive factors that influence consumers to shop online
and those factors will help marketers to formulate their strategies towards
online marketing respectively. As our area of research will be on
Gandhinagar so our research thesis will not only be helpful for the
marketers in general but specifically will be helpful for the marketers in
gandhinagar.

PROBLEM DEFINITION
In the era of globalization electronic marketing is a great
revolution. Over the last decade maximum business
organizations are running with technological change. Online
shopping or marketing is the use of technology (i.e.,
computer) for better marketing performance. And retailers are
devising strategies to meet the demand of online shoppers;
they are busy in studying consumer satisfaction level in the
field of online shopping, to see the consumer attitudes
towards online shopping. Therefore we have also decided to
study consumers satisfaction towards online shopping and
specifically studying the factors influencing consumers to shop
online and also which factors mostly satisfied them so that the
marketers will make the strategies to satisfied their customer
in a better way to survive in the market

PURPOSE AND OBJECTIVE OF THE

REASEARCH
The prime purpose of the research is to identify and analyze
the factors influencing Gandhinagar consumers to shop
online another purpose of the study is to analyze how much
the consumer satisfied with the online shopping.
To study the factors which influence the online shopping?

To analyze the customer satisfaction level

Comparative analysis of consumer buying behavior in online

& offline shopping

LIMITATION
Time constraints.
Financial constraints.
Because of convenience sampling there is also a limit of

generalization.
the sample size is also not so much high as only sample

of 100 online shoppers is taken, that is also one limitation

RESEARCH METHODOLOGY & DATA

COLLECTION
RESEARCH METHOD
Descriptive study

DATA COLLECTION
Primary data:
Questionnaire
Interview
Secondary data:
Internet
magazine

SAMPLING
Convenient sampling
AREA OF STUDY
Gandhinagar
SAMPLE SIZE

100 sample
ANALYTICAL TOOL
Graphical chart

Analysis
HOW MANY TIMES WOULD YOU PREFER TO SHOPPING

ONLINE?
WEEKLY
MONTHLY

QUARTELY
NOT DECIDE
Chart Title
WEEKLY

MONTHLY

QUARTELY

8%
27%

21%

44%

NOT DECIDE

TIMINGS OF ONLINE SHOPPING

% OF PEOPLE SHOPPING ONLINE

WEEKLY

27%

MONTHLY

44%

QUARTELY

21%

NOT DECIDE

8%

INTERPRITATION:THIS CHART UNDER 4 PART IN DIVIDED THAN FIRST IS A 27% WEEKLY,44%

MONTHLY,21% QUARTELY, AND 8% NOT DECIDE .THERE ARE PREFER TO
ONLINE SHOPPING.

WHICH TYPE OF PRODUCT WOULD YOU SHOP MOST ONLINE?

ELECTRONIC
CLOTHING
COSMETIC
HOUSE HOLD

PRODUCT ON ONLINE SHOPPING

% OF PEOPLE SHOPPING ONLINE

ELECTRONIC

38%

CLOTHING

45%

COSMETIC

14%

HOUSE HOLDS

3%

Chart Title
ELECTRONIC

CLOTHING

14%

COSMETIC

3%
38%

45%

HOUSE HOLD

INTERPRITATION:THIS IS CHART INDICATES FOUR TYPES OF PRODUCT IN WHICH

38%
RESPONDENTS
PREFER
FOR
ELECTRONIC
PRODUCT,45% RESPONDENTS PREFER FOR CLOTHING
PRODUCT,14%
RESPONDENTSPREFER
FOR
COSMETIC
PRODUCT AND3% RESPONDENTS PREFER FOR HOUSE HOLD
PRODUCT.

THE FOLLOWING IS A LIST OF PRODUCT WHICH YOU BUY

ONLINE.HOW SATISFIED ARE YOU WITH THE PRODUCT AND

SARVICES..

PRICE
QUALITY
BRAND
SHIPPING
PAY OPTION
WARRANTY
CUSTOMER
CARE
SERVICE

VERY
UNSATISFIED
15%
5%
7%
2%
2%
4%
1%

UNSATISFIED

NEUTRAL

SATISFIED

10%
10%
15%
16%
8%
7%
5%

65%
25%
50%
72%
19%
57%
71%

5%
85%
16%
6%
68%
23%
16%

VERY
SATISFIED
5%
5%
12%
4%
3%
9%
7%

100%
80%
60%
40%
20%
0%

very unsatisfied
Unsatisfied
Neutral
Satisfied
Very satisfied

INTERPRITATION:THIS CHART INDICATES THAT THE LIST OF PRODUCT WHICH YOU BUY

ONLINE. AND HOW SATISFIED ARE YOU WITH THE PRODUCT AND
SARVICES UNDER THE PRICE POINT OF VIEW 15% GIVEN PRODUCT VERY
UNSATISFIED RESPONDS, 10% GIVEN UNSATISFIED RESPONDS, 65%
GIVEN NUTRAL RESPONDS, 5% GIVEN SATISFIED RESPONDS, 5% GIVEN
VERY SATISFIED RESPONDS.
IN QUALITY POINT OF VIEW 5% GIVEN PRODUCT VERY UNSATISFIED

RESPONDS, 10% GIVEN UNSATISFIED RESPONDS, 25% GIVEN NUTRAL

RESPONDS, 55% GIVEN SATISFIED RESPONDS, 5% GIVEN VERY
SATISFIED RESPONDS.
IN BRAND POINT OF VIEW 7% GIVEN PRODUCT VERY UNSATISFIED

RESPONDS, 15% GIVEN UNSATISFIED RESPONDS, 50% GIVEN NUTRAL

RESPONDS, 16% GIVEN SATISFIED RESPONDS, 12% GIVEN VERY
SATISFIED RESPONDS.
IN SHIPPING POINT OF VIEW 2% GIVEN PRODUCT VERY UNSATISFIED

RESPONDS, 16% GIVEN UNSATISFIED RESPONDS, 72% GIVEN NUTRAL

RESPONDS, 6% GIVEN SATISFIED RESPONDS, 4% GIVEN VERY SATISFIED
RESPONDS.

 IN PAY OPTION POINT OF VIEW 2% GIVEN PRODUCT VERY

UNSATISFIED RESPONDS, 8% GIVEN UNSATISFIED RESPONDS, 19%

GIVEN NUTRAL RESPONDS, 68% GIVEN SATISFIED RESPONDS, 3%
GIVEN VERY SATISFIED RESPONDS.
IN WARRANTY POINT OF VIEW 4% GIVEN PRODUCT VERY

UNSATISFIED RESPONDS, 7% GIVEN UNSATISFIED RESPONDS, 57%

GIVEN NUTRAL RESPONDS, 23% GIVEN SATISFIED RESPONDS, 9%
GIVEN VERY SATISFIED RESPONDS.
IN CUSTOMER CARE SERVICES POINT OF VIEW 1% GIVEN

PRODUCT VERY UNSATISFIED RESPONDS, 5% GIVEN UNSATISFIED

RESPONDS, 71% GIVEN NUTRAL RESPONDS, 16% GIVEN SATISFIED
RESPONDS, 7% GIVEN VERY SATISFIED RESPONDS

 HOW MUCH TIME DO YOU SPEND ON INTERNET EVERY DAY?

TIME SPEND IN INTERNET
EVERYDAY
BELOW 1 HOUR

% OF PEOPLE SPEND THEIR

TIME ON INTERNET
22%

1 HOUR

45%

2-3 HOURS

22%

3-4 HOURS

10%

4-5 HOURS

1%

Chart Title
50%
45%

45%

40%
35%
30%
25%
20%

22%

22%

15%
10%

10%

5%
0%
BELOW 1 HOUR

1%
1 HOUR

2-3 OURS

3-4 HOURS

4-5 HOURS

INTERPRETATION:THIS IS CHART INDICATE THAT HOW MUCH TIME PEOPLESPEND

IN INTERNET EVERY DAY.HERE 22% OF RESPONDENTS
SPEND BELOW 1 HOUR ON INTERNET, 45% OF
RESPONDENTS SPEND 1 HOUR ON INTERNET, 22% OF
RESPONDENTS SPEND 2-3 HOURS ON INTERNET, 10% OF
RESPONDENTS SPEND 3-4 HOURS ON INTERNET, 1% OF
RESPONDENTS SPEND 4-5 HOURS ON INTERNET.
WHY ARE YOU CHOOSING SHOP ONLINE?
VERY CONVENIENCE AND TIME SAVING
LOW PRICE
PRODUCT VEREITY
YOU CAN BUY RARE PRODUCTS HERE
OTHER REASON

CHOOSING SHOP ONLINE

% OF PEOPLE CHOOSING SHOP ONLINE

VERY CONVENIENCE AND TIME SAVINGOO

15%

LOW PRICE

36%

PRODUCT VEREITY

35%

YOU CAN BUY RARE PRODUCTS HERE

10%

OTHER

4%

Chart Title

36%

35%

15%

VERY CONVENIENCE AND TIME SAVING

10%

PRODUCT VEREITY

4%

OTHER

INTERPRETATION:THIS CHART INDICATES THATWHY THEY ARE CHOOSING SHOP ONLINE. SO

HERE 15% OF RESPONDENTS ARE CHOOSING SHOP ONLINE BECAUSE OF
VERY CONVENIENCE AND TIME SAVING, 36% OF RESPONDENTS ARE
CHOOSING SHOP ONLINE BECAUSE OF LOW PRICE, 35% OF RESPONDENTS
ARE CHOOSING SHOP ONLINE BECAUSE OF PRODUCT VERITY, 10% OF
RESPONDENTS ARE CHOOSING SHOP ONLINE BECAUSE OF YOU CAN BUY
RARE PRODUCTS HERE, 4%OF RESPONDENTS ARE CHOOSING SHOP ONLINE
BECAUSE OF OTHER REASON.

THE SPEED OF DELIVERY IS IMPORTANT TO YOU?

SPEED OF DELIVERY
STRONGLY AGREE

% OF PEOPLE SPEED OF
DELIVERY
23%

AGREE

40%

NEUTRAL

25%

DISAGREE

10%

STRONGLY DISAGREE

2%

45%

Chart Title

40%

40%

35%
30%
25%

25%

23%

20%
15%
10%

10%

5%
0%
0.5

2%
1

1.5

2.5

3.5

4.5

5.5

INTERPRETATION:- THIS CHART INDICATES THAT THE

SPEED OF DELIVERY IS IMPOTANT TO CUSTOMER, IN OUR STYDY
WE FIND THAT 23% OF RESPONDENTS ARE STRONGLY AGREE,
40% OF RESPONDENTS ARE AGREE, 25% OF RESPONDENTS ARE
NEUTRAL, 10% OF RESPONDENTS ARE DISAGREE, 2% OF
RESPONDENTS ARE STRONGLY DISAGREE.

 THE PRICE IS IMPORTANT WHEN YOU SHOPPING ONLINE?

YES
NO

RESPONSE
OF
PRICE
IS % OF PEOPLE RESPONSE OF PRICE
IMPORTANT IN SHOPPING ONLINE IS IMPORTANT IN SHOPPING
ONLINE
YES
89%

NO

11%

Chart Title
100%
90%

89%

80%
70%
60%
50%
40%
30%
20%
10%

11%

0%
YES

NO
INTERPRETATION:-THIS CHART INDICATES THAT THE
HOW

MUCH PRICE IS IMPORTANT WHEN CUSTOMER SHOPPING

ONLINE. HERE 89% RESPONDENTS ARE GIVING IMPORTANCE TO
THE PRICE RESTOF 11% RESPONDENTS ARE NOT GIVING
IMPORTANCE TO THE PRICE.

 THE DIFFERENCES BETWEEN YOUR EXPECTATIONS AND

THE REAL PRODUCTS WOULD INFLUNCE YOUR
SATISFICATION IN ONLINE SHOPPING?

EXPECTATIONS AND THE REAL

PRODUCTS WOULD INFLUNCE
SATISFICATION IN ONLINE
SHOPPING
STRONGLY AGREE

%PEOPLE OF EXPECTATIONS
AND THE REAL PRODUCTS
WOULD INFLUNCE
SATISFICATION IN ONLINE
SHOPPING
23%

AGREE

40%

NEUTRAL

25%

DISAGREE

10%

STRONGLY DISAGREE

2%

Chart Title

40%

40%

35%
30%
25%
20%

23%
25%

15%
10%
5%
0%
STRONGLY AGREE

10%
AGREE
NEUTRAL
DISAGREE

2%

STRONGLY
DISAGREE
INTERPRETATION:-THIS CHART INDICATES THAT
THE

DIFFERENCES BETWEEN CUSTOMER EXPECTATIONS AND THE

REAL PRODUCTS WOULD INFLUNCE CUSTOMER SATISFICATION
IN ONLINE SHOPPING. HERE 23% RESPONDENTS ARE STRONGLY
AGREE, 40% OF RESPONDENTS ARE AGREE, 25% OF
RESPONDENTS ARE NEUTRAL, 10% OF RESPONDENTS ARE
DISAGREE, 2% OF RESPONDENTS ARE STRONGLY DISAGREE.

 WHEN YOU ARE GOING TO SHOP OFFLINE, HOW MUCH ARE

YOU SATISFIED WITH THESE TERMS.PLEASE GIVE THE

GRADE AS 1 TO 5 AS PER YOUR SATISFACTION.
1: VERY BAD, 2: BAD, 3: NUTRAL, 4: GOOD, 5: VERY GOOD
VERY BAD

BAD

NUTRAL

GOOD

PRODUCT

10%

20%

10%

20%

VERY
GOOD
40%

QUALITY

5%

15%

25%

45%

10%

WARRANTY 5%

20%

20%

10%

45%

BRAND

15%

15%

20%

40%

10%

PRICE

20%

10%

10%

50%

10%

Chart Title
60%
50%
40%
30%
20%
Axis Title 10%
0%

PRODUCT
QUALITY
WARRANTY
BRAND
PRICE

INTERPRETATION:-HERE IN THIS ANALYSIS WE FIND THAT

IN PRODUCT POINT OF VIEW 10% GIVEN VERY BAD RESPONDS,
20% GIVEN BAD RESPONDS, 10% GIVEN NUTRAL RESPONDS,
20% GIVEN GOOD RESPONDS AND 40% GIVEN VERY GOOD
RESPONDS.

 IN QUALITY POINT OF VIEW 5% GIVEN VERY BAD RESPONDS,

15% GIVEN BAD RESPONDS, 25% GIVEN NUTRAL

RESPONDS, 45% GIVEN GOOD RESPONDS, 10% GIVEN VERY
GOOD RESPONDS.
IN WARRANTY POINT OF VIEW 5% GIVEN VERY BAD

RESPONDS, 20% GIVEN BAD RESPONDS, 20% GIVEN

NUTRAL RESPONDS, 10% GIVEN GOOD RESPONDS, 45%
GIVEN VERY GOOD RESPONDS. IN BRAND POINT OF VIEW
15% GIVEN VERY BAD RESPONDS, 15% GIVEN BAD
RESPONDS, 20% GIVEN NUTRAL RESPONDS, 40% GIVEN
GOOD RESPONDS, 10% GIVEN VERY GOOD RESPONDS.
IN PRICE POINT OF VIEW 20% GIVEN VERY BAD RESPONDS,

10% GIVEN BAD RESPONDS, 20% GIVEN NUTRAL

RESPONDS, 50% GIVEN GOOD RESPONDS, 10% GIVEN VERY
GOOD RESPONDS.

 DO YOU FIND ANY DIFFERENCE IN ONLINE AND OFFLINE

SHOPPING IN RESPECT TO THE PRODUCT INFORMATION IF

YES PLEASE GIVES THE SPECIFIC REASON.

INTERPRETATION:IN THIS QUESTION 73% RESPONDENTS HAVE BEEN GIVEN THE

SAME REASON THAT THEY GOT THE COMPLETE AND CLEAR
INFORMATION ABOUT THE PRODUCT IN ONLINE
SHOPPINGWHICH IS VERY HELPFUL TO CHOOSE THE
PRODUCT INSTEAD OF ONLINE SHOPPING WHEREAS 27%
RESPONDENTS SAY THAT THERE IS LITTILE BIT DIFFERENCE
IN PRODUCT INFORMATION BETWEEN ONLINE AND OFLINE
SHOPPING.

 ACCORDING TO YOU WHICH WAY IS BEST FOR SHOPPING

ONLINE OR OFFLINE PLEASE GIVE SPECIFIC REASON.

INTERPRETATION:HERE WE FIND THAT68% RESPONDENTS SAYS THAT ONLINE IS

BETTER THAN OFFLINE BECAUSE OF SOME REASON LIKE
TIME, PRICE, BRAND WHERAS 24% RESPONDENTS PREFER
OFFLINE SHOPPING AND 8% RESPONDENTS SAYS THAT
BOTH WAY OF SHOPPING IS GOOD ACCORDING TO THE
SITUATION.

FINDINGS