CONSUMERS BUYING BEHAVIOUR IN

DIGITAL MEDIA MARKETING

With reference to Krishnapuram Village
PROJECT REPORT
Submitted in the partial fulfillment of the requirement for the award of
Post Graduate Certificate in Digital Marketing
By
ANN MARY JOSE
[Reg No: 201806043]
Under the guidance of

SMT. JITTY GEORGE

Assistant professor

DEPT OF COMMERECE

LITTLE FLOWER COLLEGE GURUVAYOOR

 DECLARATION OF LEARNER

This is to declare that I have carried out this project work myself in partial
fulfillment of the Post Graduate Certificate in Digital Marketing Program of
SCDL.The work is original, has not been copied from anywhere else and not been
submitted to any other University/Institute for an award of any degree/diploma.

Date: 20/05/2019 Signature

Place: Kalathode Ann Mary Jose

 DECLARATION OF GUIDE

Certified that the work incorporated in this Project Report CONSUMERS BUYING
BEHAVIOUR IN DIGITAL MEDIA MARKETING With reference to
Krishnapuram Village submitted by Ann Mary Jose is her original work and
completed under my guidance. Material obtained from other sources has been duly
acknowledged in the Project Report

DATE: 20/05/2019

SIGNATURE OF GUIDE

Guruvayoor
 CONTENTS

TITLE Page No.

CHAPTER INTRODUCTION AND DESIGN OF THE STUDY 1-7

1-3
I 1.1 Introduction
1.2 Objectives of study
1.3 Research methodology
1.4 Scope of the study
1.5 Limitations of the study

CHAPTER REVIEW OF LITERATURE 8-15

4
II 2.1 Review of Literature

CONCEPTUAL FRAMEWORK 5-9

CHAPTER
III

CHAPTER DATA ANALYSIS AND INTERPRETATION

IV 10-23
4.1 Introduction
4.2 Demographic profile of the respondents

CHAPTER FINDINGS, SUGGESTIONS AND CONCLUSION 56- 59

24-25
V 5.1 Findings
5.2 Suggestions
5.3 Conclusion

BIBLIOGRAPHY 26

APPENDIX 27-28
 LIST OF TABLES

TABLE TITLE PAGE

NO. NO.

Table 4.2.1 Gender of the respondents 10

Table 4.2.2 Age group of respondents 11

Table 4.2.3 Employment status of the respondents 12

Table 4.2.4 Annual income of the respondents 13

Table 4.2.5 Internet connection 14

Table 4.2.6 Medium preferred for online shopping 15

Table 4.2.7 Methods for making payments 16

Table 4.2.8 Frequency of online shopping 17

Table 4.2.9 Online shopping motivating factors 18

Table 4.2.10 Factors effecting the selection of online site 19

Table 4.2.11 Kinds of goods purchased from internet 20

Table 4.2.12 Approximate amount spend on internet 21

Table 4.2.13 Purchasing online involves less effort compared to the 22

stores

Table 4.2.14 Price comparison with different websites 23

 LIST OF CHARTS

CHART NO TITLE PAGE NO

Chart 1 Gender of the respondents 10

Chart 2 Age group of respondents 11

Chart 3 Employment status of the respondents 12

Chart 4 Annual income of the respondents 13

Chart 5 Internet connection 14

Chart 6 Medium preferred for online shopping 15

Table 7 Methods for making payments 16

Chart 8 Frequency of online shopping 17

Chart 9 Online shopping motivating factors 18

Chart 10 Factors effecting the selection of online site 19

Chart 11 Kinds of goods purchased from internet 20

Chart 12 Gender of the respondents 21

Chart 13 Age group of respondents 22

Chart 14 Approximate amount spend on internet 23

Chart 15 Purchasing online involves less effort 10

compared to the stores

Chart 16 Price comparison with different websites 11

 1

INTRODUCTION

Online marketing or Internet advertising is a form of marketing and advertising which uses
the Internet to deliver promotional marketing messages to consumers. It includes email
marketing, search engine marketing (SEM), social media marketing, many types of display
advertising (including web banner advertising), and mobile advertising. Like other
advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the advertisements
to be displayed on the publisher's content. Other potential participants include advertising
agencies who help generate and place the ad copy, an ad server which technologically
delivers the ad and tracks statistics, and advertising affiliates who do independent
promotional work for the advertiser. 2t any given time there are millions of people online
and each of them is potential customer for a company providing online sales. 3ue to the
rapid development of the technologies surrounding the Internet accompany that is
interested in selling products from its website will constantly have to search for an edge in
the "fierce competition since there are so many potential consumers it is of the out most
importance to be able to understand what the consumer wants and needs. The importance
of analyzing and identifying factors that influence the consumer when he or she decides to
purchase on the Internet is vital. 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. Analyzing consumer behavior is not a new phenomenon.
The renowned marketing expert Philip Kotler has published several works on the topic of
consumer behaviour theories. These theories have been used for many years not only to
understand the consumers but also create a marketing strategy that will attract the
consumer efficiently. Hence understanding and identifying the consumer is closely related
to the directions a company will take with their marketing strategy. These theories can also
be applied to identify the online consumer and to create certain consumer segments.
however some distinctions must still be made when considering traditional consumer
behaviour and online consumer behavior since online retailing is a new retailing medium
and online consumer behaviour is diverse from traditional consumer behaviour one must
identify what influences the online consumer. 2nalysing the process that the online
consumer goes through when deciding and making a purchase over the Internet shows
some factors that consumers consider. These factors need to be identified and taken into
account by online retailers in order to satisfy consumer demand sand compete in the online
market. The online purchasing behaviour of online shoppers and factor influencing online
shopping behaviour and its future perspective. Customers use the Internet not only to buy
the product online, but also to compare prices, product features and after sale service
facilities the will receive if they purchase the product from a particular store. Many experts
are optimistic about the prospect of online business. A consumer before buying any
product online, he will check the authenticity of the online shopping website as how much
the site is trustworthy and reliable as in online shopping the consumer or buyer is not able
to see the seller and cannot check the product until it has been delivered to him.
 2

OBJECTIVES

 To find out the consumers buying behaviour in digital era

 To find out the media consumption of consumers
 To know the kind of goods they purchase online
 To know the various factors which motivate a consumer towards online shopping

RESEARCH METHODOLOGY

Research Approach

Survey method is employed for gathering relevant data. And the study is descriptive in
nature that studies the consumers buying behavior in digital media marketing.

Source of Data Collection

The study consists of both primary and secondary sources of data.

Primary Data

Structured questionnaire is used as a tool for systematic collection of relevant information.

The questionnaire consists of 14 questions which were framed with utmost care to fulfill
the objective of the study.

Secondary Data

Secondary data consists of Journals, Magazines and Articles that relate to the study

Sampling procedure

Population

Krishnapuram is a village located in ollukkara, Thrissur District. The ollukkara block has
16 villages. And it consistitute the population of 18534. Among them 2781 are in
Krishnapuram village

Sample method

120 investors are selected from the population using simple random sampling method, and
questionnaires are circulated among them.5% of the population is chosen 126 filled up the
questionnaire out of which 6 turned to be incomplete. Thus 120 respondents are selected
for the study, and they represent the sample size.
 3

Data collection and analysis techniques

Questionnaires are circulated and the responses are collected from them. Percentage
method, Ranking method, are used to analyse the gathered data. Tables, charts and graphs
are used for presentation of data

SCOPE

Electronic products have captured the attention of global population. The individual’s dependence
on these technological products has reached at such level that, without these, they can’t think a step
forward in the direction of their growth. The degree of dependency is leading to addiction of the
tech-devices. This study is useful for determining the consumer buying behaviour in digital
era. It will also help the brands to reach their target group through appropriate media. This
project will present an idea to brands, based on where to invest in achieve their marketing
objectives.

STATEMENT OF PROBLEM

There are millions of people online any time and they all are a potential consumer in the online
market. What are the various factors that influence the buying behavior and perception of a
consumer? Gadgets become obsolete over a period of time and new technological advancements
take place. Here comes the influence of digital media marketing in the day to day affairs of
consumers. This study helps to understand the buying behavior of consumers in digital era with
reference to krishnapuram village.

LIMITATIONS

 The economy is wide and comprehensive so that, it is difficult to encompass all the
likely factors influencing buying behavior in digital marketing
 Bias of the respondents may reflect the quality of the study. Some questions may be
left incomplete by the respondents. The study is based on the assumption that the
respondents have given correct information.
 4

2.1 REVIEW OF LITERATURE

The main purpose of review of literature is not only to identify the research gap and also
to understand various approaches adopted and followed in various research works.
Many of the researchers have done a comprehensive literature which helped to develop
a conceptual framework and ideas in both theoretical and empirical aspects. The present
study needs different dimension of literature review, because the study is related to
consumers buying behavior in digital marketing.

1. Solomon (1998) studied the Consumer behaviour and said that it is the study of the
processes involved when an individual selects, purchases, uses or disposes of products,
services, ideas, or experiences to satisfy needs and desires. In view for the Internet to
spread out as a retail channel, it is imperative to realize the consumer’s mind-set, intention
and conduct in light of the online buying practice.

2. Lepkowska-White, and Rao (1999) referred vendor characteristics, security of

transactions, content for privacy and customer characteristics as factors influencing
electronic exchange. Donthu and Garcia (1999) proposed that risk aversion,
innovativeness, brand consciousness, price consciousness, importance of convenience,
variety-seeking propensity, impulsiveness, attitude toward adverting, attitude toward
shopping, and attitude toward direct marketing would influence online shopping behavior.

3. Schiffman, Scherman, & Long(2003) in his study researched that “yet individual
attitudes do not, by themselves, influence one’s intention and/or behavior. Instead that
intention or behavior is a result of a variety of attitudes that the consumer has about a
variety of issues relevant to the situation at hand, in this case online buying. Over time the
Internet buyer, once considered the innovator or early adopter, has changed. While
once young, professional males with higher educational levels, incomes, tolerance for
risk, social status and a lower dependence on the mass media or the need to patronize
established retail channels (Ernst & Young, 2001; Mahajan, Muller & Bass, 1990),

4. Sultan and Henrichs (2000) in his study concluded that the consumer’s willingness to
and preference for adopting the Internet as his or her shopping medium was also positively
related to income, household size, and innovativeness. Vijay, Sai. T. & Balaji, M. S. (May
2009), revealed that Consumers, all over the world, are increasingly shifting from the
crowded stores to the one- click online shopping format. However, in spite of the
convenience offered, online shopping is far from being the most preferred form of
shopping in India. A survey among 150 internet users, including both users and non-users
of online shopping, was carried out to understand why some purchase online while others
do not. The results suggested that convenience and saving of time drive Indian consumers
to shop online; while security and privacy concerns dissuade them from doing so.
 5

3.1CONCEPTUAL FRAMEWORK

Internet is changing the way consumers shop and buy goods and services and has rapidly evolved
into a global phenomenon. Many companies have started using 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 feedback and also to conduct satisfaction
surveys with customers. Customers use the Internet not only to buy the product online, but also to
compare prices, product features and after sale service facilities they will receive if they purchase
the product from a particular store. Many experts are optimistic about the prospect of online
business. In addition to the tremendous potential of the E-commerce market, the Internet provides a
unique opportunity for companies to more efficiently reach existing and potential customers. It has
been more than a decade since business-to-consumer E commerce first evolved. Scholars and
practitioners of electronic commerce constantly strive to gain an improved insight into consumer
behavior in cyberspace.

Online Shopping and E-Commerce in India

The rapid growth of e-commerce in India over the last two decades, rising internet and mobile
phone penetration has changed the way we communicate and do business. E-commerce is relatively
a novel concept. It is, at present, heavily leaning on the internet and mobile phone revolution to
fundamentally alter the way businesses reach their customers. The growth is expected to be led by
increased consumer-led purchases in durables and electronics, apparels and accessories, besides
traditional products such as books and audio-visuals. The birth and growth of Internet has been the
biggest event of the century. E-commerce in India has come a long way from a timid beginning in
the 1999-2000 to a period where one can sell and find all sorts of stuff from a high end product to a
meager peanut online. Most corporations are using Internet to represent their product range and
services so that it is accessible to the global market and to reach out to a larger range of their
audience. Computers and the Internet have completely changed the way one handles day-to-day
transactions; online shopping is one of them. The Internet has brought about sweeping changes in
the purchasing habits of the people. In the comfort of one's home, office or cyber cafe or anywhere
across the globe, one can log on and buy just about anything from apparel, books, music and
diamond jewellery to digital cameras, mobile phones, MP3 players, video games, movie tickets,
rail and air tickets. Ease, simplicity, convenience and security are the key factors turning the users
to buy online.

Consumer characteristics are explained by cultural characteristics, social characteristics,

Personal characteristics and Psychological characteristics. These characteristics are
identified by the marketer in order to identify the consumer and to be able to decide on the
strategy to what kind of consumer to target. These characteristics are used in order to
segment the market and target specifc consumer groups.

CULTURAL CHARACTERISTICS

The Cultural Characteristics are recognised as the main influencer of consumer behaviour.
These characteristics are developed by three features under pinning consumer behavior are
culture, subculture and social class.
 6

Culture is mentioned as the most basic cause of a personns wants and needs. Kotler and
Armstrong 2007 argues that human behaviour is mostly learned and that are exposed to
different sets of values and beliefs from a young age and that these values influence our
behaviour and decision making. Hence these characteristics are and important indicators of
consumer behaviour and taste.

Subcultures

They are small group formations with a certain number of people that share values and
beliefs such as nationalities, religions or geographic regions. An identified subculture can
serve as an important and effective market segment which can be targeted.

Social class

It is recognised by Kotler and Armstrong 2007 as a class structure consisting of a

combination of factors which gather different types of members . Some identified factors
are income, age, education and wealth

SOCIAL CHARACTERISTICS

The social characteristics are divided into three different categories namely reference
groups, family and social role and status reference groups. According to Kotler and
armstrong 2007 the effects of the reference groups is mainly based on the belief that a
personns behaviour is influenced by many small groups. then a group has a direct influence
it is called membership group. These groups indirectly and directly form a persons
behaviour and attitudes.

Family members have a great influence on the buying behaviour. The involvement and
influence by different family members varies both to which degree but also in what way.
Therefore it is important for marketers to understand which role is played by whom in the
family and direct the advertisement towards the main influencing part of the family.

PERSONAL FACTORS

Not all individuals would prefer to buy similar products. Consumer behavior deals with as
to why and why not an individual purchases particular products and services. Personal
Factors play an important role in affecting consumer buying behavior. Personal Factors
influencing consumer buying decision can be classified as under:

Occupation-The occupation of an individual plays a significant role in influencing his/her

buying decision. An individual’s nature of job has a direct influence on the products and
brands he picks for himself/herself.ExampleTim was working with an organization as
Chief Executive Officer while Jack, Tim’s friend now a retired professor went to a nearby
school as a part time faculty. Tim always looked for premium brands which would go with
his designation whereas Jack preferred brands which were not very expensive. Tim was
 7

really conscious about the clothes he wore, the perfume he used, the watch he wore
whereas Jack never really bothered about all this.

Economic Condition-The buying tendency of an individual is directly proportional to his

income/earnings per month. How much an individual brings home decides how much he
spends and on which products?ExampleIndividuals with high income would buy expensive
and premium products as compared to individuals from middle and lower income group
who would spend mostly on necessary items. You would hardly find an individual from a
low income group spending money on designer clothes and watches. He would be more
interested in buying grocery items or products necessary for his survival.

Lifestyle-Lifestyle, a term proposed by Austrian psychologist Alfred Adler in 1929, refers

to the way an individual stays in the society. It is really important for some people to wear
branded clothes whereas some individuals are really not brand conscious.ExampleAn
individual staying in a posh locality needs to maintain his status and image. An
individual’s lifestyle is something to do with his style, attitude, perception, his social
relations and immediate surroundings.

Personality-An individual’s personality also affects his buying behavior. Every individual
has his/her own characteristic personality traits which reflect in his/her buying
behavior.ExampleA fitness freak would always look for fitness equipments whereas a
music lover would happily spend on musical instruments, CDs, concerts, musical shows
etc.

PSYCHOLOGICAL FACTORS.

Buying behaviour is influenced by several psychological factors. The dominants among

them include motivation, perception, learning, and beliefs and attitudes. It is difficult to
measure the impact of psychological factors as they are internal, but are much powerful to
control persons’ buying choice. Manager must try to understand probable role the factors
play in making buying decisions.

Motivation:
It has a significant impact on consumer behaviour. Motivation is closely related to human
needs. One has many needs at a given time. Some needs are biogenic or physiological in
nature arising from physiological states of tension, such as hunger, thirst, or discomfort.

Perception:

Person’s motivation to act depends on his perception of situation. It is one of the strongest
factors affecting behaviour. The stimuli – product, advertising appeal, incentives, or
anything – are perceived differently by different people due to difference in perception.
Marketer should know how people perceive marketing offers.
 8

Learning:
Most human behaviour is learned. Learning is basically concerned with experience of an
individual. Learning can be defined as: Relatively permanent changes arising from
experience. If an individual has satisfactory experience of buying and using the products,
he is more likely to talk favourably or repeat the same.

Beliefs:
People hold beliefs about company, company’s goods or services, and they act
accordingly. Beliefs of the buyers affect product and brand image. We can define the term
as: Belief is a descriptive thought that a person holds about something. Beliefs may be
based on knowledge, opinion, or faith.

Attitudes:

An attitude is a person’s enduring favourable or unfavorable evaluations, emotional

feelings, and action tendencies toward some object or idea. These emotional feelings are
usually evaluative in nature. People hold attitudes toward almost everything, such as
religion, politics, clothes, music, food, product, company, and so on.

OTHER FACTORS INFLUENCING CONSUMER BEHAVIOR

Consumer behavior can be broadly classified as the decisions and actions that influence the
purchasing behavior of a consumer. What drives consumers to choose a particular product
with respect to others is a question which is often analyzed and studied by marketers. Most
of the selection process involved in purchasing is based on emotions and reasoning.

The study of consumer behavior not only helps to understand the past but even predict the
future. The below underlined factors pertaining to the tendencies, attitude and priorities of
people must be given due importance to have a fairly good understanding of the purchasing
patterns of consumers

1. Marketing Campaigns

Advertisement plays a greater role in influencing the purchasing decisions made by

consumers. They are even known to bring about a great shift in market shares of
competitive industries by influencing the purchasing decisions of consumers. The
Marketing campaigns done on regular basis can influence the consumer purchasing
decision to such an extent that they may opt for one brand over another or indulge in
indulgent or frivolous shopping. Marketing campaigns if undertaken at regular intervals
even help to remind consumers to shop for not so exciting products such as health products
or insurance policies.

2. Economic Conditions

Consumer spending decisions are known to be greatly influenced by the economic

situation prevailing in the market. This holds true especially for purchases made of
 9

vehicles, houses and other household appliances. A positive economic environment is

known to make consumers more confident and willing to indulge in purchases irrespective
of their personal financial liabilities.

3. Personal Preferences

At the personal level, consumer behavior is influenced by various shades of likes, dislikes,
priorities, morals and values. In certain dynamic industries such as fashion, food and
personal care, the personal view and opinion of the consumer pertaining to style and fun
can become the dominant influencing factor. Though advertisement can help in influencing
these factors to some extent, the personal consumer likes and dislikes exert greater
influence on the end purchase made by a consumer.

4. Group Influence

Group influence is also seen to affect the decisions made by a consumer. The primary
influential group consisting of family members, classmates, immediate relatives and the
secondary influential group consisting of neighbors and acquaintances are seen have
greater influence on the purchasing decisions of a consumer. Say for instance, the mass
liking for fast food over home cooked food or the craze for the SUV’s against small utility
vehicle are glaring examples of the same.

5. Purchasing Power

Purchasing power of a consumer plays an important role in influencing the consumer

behavior. The consumers generally analyze their purchasing capacity before making a
decision to buy and products or services. The product may be excellent, but if it fails to
meet the buyers purchasing ability, it will have high impact on it its sales. Segmenting
consumers based on their buying capacity would help in determining eligible consumers to
achieve better results.

Understanding, analyzing and keeping track of consumer behavior is very critical for a
marketing department to retain their position successfully in the market place.
 10

4.1 ANALYSIS AND INTERPRETTAION

Analysis and interpretation are two different processes. Analysis refers to the process
of breaking down a complex set of figures into simple statements. But interpretation
means explaining the meaning and significance of these simplified statements.
Analysis and interpretation are interrelated. Analysis and interpretations are survey
data is an important step in the survey process. It helps to reveal important facts
about the respondent and data comparisons help to identify relationship between
various data and those findings and implication will guide towards better decision
making.

4.2.1 DEMOGRAPHIC PROFILE OF THE RESPONDENTS

 Gender of the respondent.

Table 4.2.1 - Table showing Gender information

Gender Frequency Percent
Male 64 53.3
Female 56 46.7
Total 120 100.0

Graph 1-Graph showing Gender information.

Gender

47% male
53% female
 11

INTERPERTATION
The above graph indicates the gender classification of respondents. Majority of the
respondent 53.3% belongs to male category and the balance 46.7% of the
respondents belong to female category.

 Age group of the respondent

Table 4.2.2 - Table showing Age classification

Frequency Percent
Below 35 62 51.7
35-45 30 25.0
45-55 15 12.5
55 above 13 10.8
Total 120 100.0

Graph 2-Graph showing Age classification

60

40
Percent

20

0
below 35 35-45 45-55 55 above

INTERPRETATION
The above graph shows the age distribution of respondents. Majority of the
respondents belong to the age category of below 35. Whereas the least of
respondents 10.8% belong to age above 55 and rest of the respondents belong to
below 35-55
 12

 Employment status of the respondents

Employment status Frequency Valid

Percent
Government
16 13.3
employee
Professional 29 24.2
Privatefirm
34 28.3
employee
Self employed 13 10.8
Business person 18 15.0
Home maker 6 5.0
Retired 4 3.3
Total 120 100.0

Table 4.2.3 - Table showing Employment status

Employment status
5% 3%
government employee
13% professional
15%
private firm employee
24%
11% self employed
business person
29%
home maker

Graph 3 - Graph showing Employment status

 13

INTERPRETATION
The above graph shows the employment status of the respondents. The majority of
the respondents are private firm employees (28.3%), whereas the least of the
respondents 3.3% are retired. 24.2% of the respondents are professional, 15% are
business persons, 13.3% are governmant employees, 10.8% are self employed, 5%
are home makers. Thus it can be concluded that majority of the respondents have
earnings.

 Annual income of the respondent

Table 4.2.4 - Table showing Annual Income

Annual income Frequency Valid

Percent
below 10000 25 20.8
10000-50000 44 36.7
50000-100000 25 20.8
Above 100000 26 21.7
Total 120 100.0

Graph 4 - Graph showing Annual Income

50
percentage

percentage

Annual Income
 14

INTERPRETATION
The above graph shows the annual income of the respondents. The majority of the
respondents belong to the income level status in between 10000-50000 ie 36.7%.
Whereas the least belong to above 100000 income level (21.7%). Below 10000 and
50000-100000 income level group are 20.8%. The analysis shows that medium
income group prefer to invest more than that of high income

 Internet connection

Table 4.2.5 - Table showing respondents having Internet connection

Internet frequency percentage

connection
Yes 100 85.44

No 20 14.56

Total 120 100

Graph 5 - Graph showing respondents having Internet connection

Internet connection

Yes
No

INTERPRETATION

This graph shows us the percentage of respondents who have their own internet
connections, its shows that 87.13% of respondents have their own internet connections and
14.56 % people don’t have their internet connection.
 15

 Medium preffered for online shopping

Table 4.2.6 - Table showing respondents preferred medium for online shopping

Medium Frequency Percentage

Ipad 45 30
PC 20 10
Mobile 55 60
Total 120 100

Graph 6 - Graph showing respondents preferred medium for online shopping

medium for online shopping

Ipad
PC
Mobile

INTERPRETATION
The above graph shows the medium preferred for online shopping by the
respondents. The majority of the respondents prefer mobile phones. Then they prefer
ipads and least preferred is computers.
 16

 Methods for making payments

Table 4.2.7 - Table showing respondents mode of online payment

frequency percentage
Credit card 27 22.5
Debit card 36 30
PayPal 19 15.83
Cash on delivery 38 31.66
total 120 100

Graph 7 - Graph showing respondents mode of online payment

mode of payments

Credit card
Debit card
Paypal
Cash on delivery

INTERPRETATION
The above graph shows the methods used for making payments online by the respondents.
The majority of the respondents still prefer cash on delivery. 30% of the respondents use
their debit cards. And the least preferred option is credit cards.
 17

 Frequency of online shopping

Table 4.2.8 - Table showing respondents frequency of online shopping

Frequency Percentage
Twice a week 10 8.33
Twice a month 20 16.66
Once a week 48 15
Once a month 72 60
total 120 100

Graph 8 - Graph showing respondents frequency of online shopping

frequency of online shopping

Twice a week
Twice a month
Once a week
Once a month

INTERPRETATION
The above graph shows the frequency of online shopping by the respondents. The majority
of the respondents purchase once in a month. And least of the respondents purchases twice
in a week.
 18

 Online shopping motivating factors

Table 4.2.9 - Table showing respondents frequency of online shopping

Factors Frequency Percentage

Convenience 40 33.3
Price 36 30
Wide Range Of Selection 24 20
Product Comparison 20 16.66
Total 120 100

Graph 9 - Graph showing respondents mode of online payment

motivating factors

Convenience
Price
Wide range of selection
Product comparison

INTERPRETATION
The above graph shows the online shopping motivational factors. The majority of the
respondents do online shopping because of its convenience.. And least of the respondents
do shopping because of the product comparison.
 19

 Factors effecting the selection of site

Table 4.2.10 - Table showing respondents Factors effecting the selection of site

Factors Frequency Percentage

Search engine 27 22.5
Personal 36 30
recommendations
Online Ads 19 15.83
Tv Ads 38 31.66
Total 120 100

Graph 10 - Graph showing respondents Factors effecting the selection of site

factors effecting site selection

search engine

personal
recommendations
online ads

tv ads

INTERPRETATION
The above graph shows the Factors effecting the selection of site. The major factor
effecting the site selection is TV ads. Then comes the personal recommendations. And the
least one is online ads.
 20

 Kinds of goods purchased from internet

Table 4.2.11 - Table showing kinds of goods purchased from internet

frequency percentage
Fashion accessories 51 42.5
Electronics 30 25
Gift items 24 20
Books 15 12.5
Total 120 100

Graph 11 - Graph showing kinds of goods purchased from internet

kinds of goods purchased from

internett
Fashion accessories
Electronics
Gift items
Books

INTERPRETATION
The above graph shows the kinds of goods purchased from internet. The majority of
the respondents purchases fashion accessories. Only a few percent of respondents
purchases books through online.
 21

 Approximate amount spent on online purchase

Table 4.2.12 - Table showing the amount spent on online purchases

Amount frequency percentage

Less than 1000 30 25
1000-3000 50 41.66
3000-5000 20 16.66
5000 above 20 16.66
Total 120 100

Graph 12 - Graph showing the amount spent on online purchases

45
40
35
30
25
Spending Amount
20
15
10
5
0
Less than 1000-3000 3000-5000 5000 above
1000

INTERPRETATION
The above graph shows the amount spent on online purchases. The majority of the
respondents spent in between 1000-3000. And both the respondents in between 3000-5000
and 5000 above are the one who spend least amount.
 22

 Purchasing online involves less effort compared to purchasing at store

Table 4.2.13 - Table showing the less effort of online purchase

frequency percentage
Strongly agree 22 18.33
Agree 52 43.33
Neutral 10 8.33
Disagree 16 13.33
Strongly disagree 20 16.66
Total 120 100

Graph 13 - Graph showing the less effort of online purchase

Purchasing online involves less effort

compared to purchasing at store

strongly agree
agree
nuetral
disagree
strongly disagree

INTERPRETATION
The above graph shows the less effort of online purchase compared to the stores.The
majority of the respondents agreeing with the same..and some remain neutral in this case.
 23

 Price comparisons

Table 4.2.14 - Table showing the price comparison with other website

Frequency Percentage
Often 67 55
Very often 33 27.5
Never 20 16.6
Total 120 100

Graph 14 - Graph showing the price comparison with other website

60
Price Comparison
50

40

30

20

10

0
often very often never

INTERPRETATION
The above graph shows the price comparison with other website. The majority of the
respondents do compare with other websites often.16.6% never ever done such
comparisons with other sites.
 24

5.1 FINDINGS

 Majority of the respondents have internet connection

 Mobile phones are the most preferred medium for online shopping
 Most of the respondents prefer cash on delivery for online shopping
 Majority of the respondents do shop once in a month
 The most important motivating factor which influences the online shopping is
convenience followed by price and wide collections.
 The most crucial factor effecting the selection of site is television ads and the
least preferred is online ads
 Fashion accessories are the most purchased product from internet
 Majority of the respondents are willing to spend rs 1000-3000 on a single online
purchase
 Majority of the respondents agrees that there is less effort involved in online
shopping compared to that of stores
 Majority of the respondents often compare the price with other websites

5.2 SUGGESTIONS

 Consumers today demand a better, more efficient and less cumbersome way to
compare and buy products online. Innovative service should be provided to the
consumers so that they can compare products, which are available online using
their mobile phones
 Most of the Indians still like to see the product before buying; efforts
should be made to change this mindset of the people by making them aware of
the benefits of online shopping
 Convenience and time saving are the main reason to shop online. Therefore
Business to Consumers (B2C) sites should be designed in such a way that
consumers spend less time in finding information they are looking for as delays
in searching or loading a web page might turn the consumers to other sites which
have faster download and display times
 Still majority of the respondents prefer to buy products on cash on delivery, it is
mainly because of the security concerns. It is not only important to pay strong
attention to the security issue and create new, innovative safeguards that protect
consumer
 25

5.3 CONCLUSION

The e-commerce is one of the biggest things that have taken the business by a
storm. It is creating an entire new economy, which has a huge potential and is
fundamentally changing the way businesses are done. More consumers are indulging into
internet shopping as seen by the research because of the value proposition it offers to
a customer such as convenience, 24x7 shopping, doorstop delivery, a broad product
selection and the ever-expanding range of unique and unusual gift ideas as well as
increased consumer confidence in shopping on the internet is increasing. The main
motivating factor seen during the research was the convenience . The Price factor
exists because prices are often lower on Internet stores compared to physical stores due to
lower costs. Purchasing a online can greatly benefit the consumer in terms of convenience
and saving money. It is also convenient to shop on various sites with different assortments,
from the home. Trust is evidently needed since the consumer must share detailed personal
and financial information when purchasing online.
 26

REFERENCE

 Maignan , Lukas, “The nature and social uses of the Internet: a

qualitative investigation”, Journal of Consumer Affairs, Vol. 31, No. 2, pp. 346-
371, 1997.
 Miyazaki A.D, Fernandez A , “Consumer perceptions of privacy and security
risks for online shopping”, The Journal of Consumer Affairs, Vol. 35, No. 1, pp.
27-44, 2001.
 Constantinides, E. (2004) ‘Influencing the online consumer’s behavior: theWeb
experience’,Internet Research14: 2, 111-126.
 Norazah Mohd Suki, Norbayah Mohd Suki, “Cellular Phone Users’
Willingness to Shop Online”, World Academy of Science, Engineering and
Technology International Journal of Social, Human Science and Engineering Vol.
3, No. 6, pp. 70-74, 2009
 27

APPENDIX

1. Gender
Male Female
2. Age
Below35 35-45 45-55 55 above
3. Employment status
Government employee Professional Private firm employee
Self employed Business person Home maker
Retired
4. Annual Income
below 10000 10000-50000 500000-100000
Above 100000
5. Do you have internet connecton?
Yes No
6. Medium preferred for online shopping?
Ipad P.C Mobile
7. Which method do you prefer for making online payments?
Credit Card Debit Card PayPal
Cash on delivery
8. whats your frequency level of online shopping
Twice A Week Twice A Month Once A Week
Once A Month
9. What is your motivating factor for online shopping
convenience price wide range of selection
Product comparison
10. What are the Factors effecting the selection of online site
Search engine Personal recommendations Online Ads
Tv Ads
11. What kinds of goods that you are purchased from internet
Fashion accessories Electronics Gift items
Books
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12. What is your approximate amount to be spent on online purchase

Less than 1000 1000-3000 3000-5000
5000 above
13. Do you agree with there involves only less effort on online purchase
Strongly agree Agree Neutral Disagree
Strongly disagree
14. Do you compare price with different websites
Often Very often Never