DISSERTATION REPORT

Towards partial fulfilment of the requirements of the Post Graduate

Diploma in Communications,

Mudra Institute of Communications, Ahmedabad

DRIVERS AND BARRIERS FOR

ONLINE SHOPPING OF APPARELS
IN INDIA

SUBMITTED BY

Charu Chopra

2009-015-A

DISSERTATION GUIDE

Dr. Shubhra Gaur

(Professor, MICA)

MUDRA INSTITUTE OF COMMUNICATIONS, AHMEDABAD

SHELA, AHMEDABAD 380 058, GUJARAT, INDIA

PHONE: + 91 02717 237946 TO 51 | FAX: + 91 02717
237945

EXECUTIVE SUMMARY
 ACKNOWLEDGMENTS

I would like to express my deepest gratitude to my guide, Dr. Shubhra Gaur, who very kindly took
time out of her busy schedule to guide me in my dissertation. Her experience, support and guidance
have been of invaluable help in the course of this dissertation.

I would like to also thank all my friends, family and respondents for giving me valuable material
and guidance from time to time.

And of course, a special thanks to my parents. Thank you, Mom and Dad, for the love, care and
obviously for introducing me to this fascinating world of online-retail which inspired this piece of
work and for those in-numerous times you stood by me like my pillars.
 CONTENTS

Dissertation Report...............................................................................................1

Submitted By..................................................................................................1

Dissertation Guide..........................................................................................1

Executive Summary..............................................................................................2

Acknowledgments.................................................................................................3

Contents................................................................................................................4

Introduction...........................................................................................................7

ELectronic Commercial Activities in India..........................................................7

e-Tailing.............................................................................................................9

Is E-Retail the future of Retail?..........................................................................9

Does Gender have an Effect on Online purchasing Habits?.............................10

The Challenges................................................................................................10

Apparel Shopping in India................................................................................12

Knowledge Gap Identification..............................................................................13

Objectives and Key Information Areas................................................................18

Objective 1.......................................................................................................18

Key Information areas...................................................................................18

Objective 2.......................................................................................................18

Key Information areas...................................................................................18

Hypotheses......................................................................................................19

Expected Outcome...........................................................................................19

Literature Review................................................................................................13

Factors That Affect Online ConsumerBehaviour................................................13

The Factor Price............................................................................................13

The Factor Trust............................................................................................14

The Factor Convenience...............................................................................15

Methodology.......................................................................................................20

Research Design..............................................................................................20

Phase 1: Secondary Research.......................................................................20

Phase 2: Primary Research- Qualitative........................................................20

Phase 3: Primary Research- Quantitative......................................................20

Sampling Plan & Sample Size...........................................................................21

Target Population..........................................................................................21

Total number of respondents........................................................................21

Sample split..................................................................................................22

Research Study...................................................................................................23

Study 1 (Secondary Research).........................................................................23

Secondary Research.....................................................................................23

Results of Study 1.........................................................................................27

In-Depth Interview Guidelines.......................................................................28

Part2 (Qualitative Research)............................................................................31

Qualitative Investigation...............................................................................31

Findings and Analysis of Study 2..................................................................36

Results of Study 2........................................................................................39

Study 3(Quantitative Research).......................................................................43

Quantitative Investigation.............................................................................43

Findings And Analysis of Study 3..................................................................43

Results of Study 3.........................................................................................44

Result Discussion and Model development.........................................................46

Conclusions from Secondary Research............................................................46

Conclusions from Primary Research.................................................................46

Model Development.........................................................................................47

External factors.............................................................................................47

Internal factors.............................................................................................48

The Business Performance Model For Online Apparel Stores...........................51

Recommendations..............................................................................................52

Conclusion...........................................................................................................53

Limitations And Scope For Future Work..............................................................54

References..........................................................................................................55

Appendix.............................................................................................................58

Appendix 1: In-Depth Interview Guideline........................................................58

Non buyer.....................................................................................................58

Buyer............................................................................................................58

Appendix 2: In- Depth Interview Transcripts....................................................60

Appendix 3: Quantitative Questionnaire..........................................................61

Appendix 4: Demographic Results of Quantitative Study................................68

Appendix 5: Factor Analysis Table for Drivers..................................................70

Appendix 6: Factor Analysis Table for Barriers.................................................72

Appendix 6: Factor Analysis Table for Barriers

 INTRODUCTION

FLOW OF DISSERTATION

Literature Review Development of

Development of
for Knowledge Gap Objectives and
Hypothesis
Identification Identification of Key
Research Areas
 ELECTRONIC COMMERCIAL ACTIVITIES IN INDIA
Designing of Methodology,
Sampling Plan and Sample
Based on a report by Internet and Mobile Association of India (IAMAI) and IMRB
Size Split
Division of the Research into 3 sub-studies
International, “electronic retail or e retail is a term for any type of business or
commercial transaction that deals with the transmission of information across
the Web. It covers an assortment
Study 1: Secondary Research
of different types Study
Study2: Qualitative Research
of businesses,
3: Quantitativefrom
Research
customer based retail stores, through auction stores, to business exchange sites
Launch
Discussion Guidelines Finalized and Interviews of Questionnaire and gathering of responses
conducted
between
Indian Market corporations”.
Study and Trend Analysis

E retail allows customersWhy

topeople
electronically swap
purchase clothes goods
online & Analysis
Factor serviceson with noCollected
the Data
Study of Challenges faced
constraint of time and distance. In the upcoming time the limits between
"conservative"
ature Review on Effect of Gender on& "digital"
Online retail
buying
Why will
Habits
people getpurchase
don’t fuzzy as newer
clothes companies
Determining
online move
Drivers parts of
and Barriers ofOnline Shopping
their services onto the Web.

What do people prefer and loathe in a website for apparels

Literature on Website Attribute Preferences
According to the report, way of doing business has been refining over the
centuries. Before the evolution of currency, it was a straightforward swap where
velopment of Discussion Guidelines Based
Traditional
on Findings
shopping procedure and how it differs online
stuff could be bartered, say grains for cows. The advancement of money brought
along with itself the initiative of a bazaar. In a bazaar, Retail is defined by:
Development
of Other results: website preference attributes, of gender
role of Questionnaire based on factors culled out
• Product
• Cost
Analysis of Other results: apparel specific drivers and barriers, shopping procedure, shopping habits

• Place
• Promotions.

All these parts take part vitally for a transaction to ensue. Diverse combinations
of the 4Ps fix on diverse retail formats. After the market came in to being, there
Result Collation and Final Analysis Of Insights and Findings
was a realisation that people will shell out additional currency in the event that
they could transport products at customers’ doorsteps. A slight alteration on
Cost & Place led to the expediency of getting products at their homes. This idea
Premise Selection for Model Structure and Model Development
thrilled the customers and hence, the idea of Hawkers came into being.

(Source: Internet and Mobile Association of India (IAMAI) and IMRB International, E-
Retail report for the Suggestions
year 2008-07and
) Recommendations based on Research

As the Postal Services were introduced, the people selling goods hogged the
opportunity and began sending mails with depiction of their items. This gave rise
to the Order Catalogs. This in turn lay the foundation stone for Tele-shopping
networks which also benefited from the advancement in media vehicles. The
newest form of retail can now be executed over the net. Web is a non-tangible
space where people who want to sell and people who want to buy can reach out
to each other in a market and can facilitate purchasing of goods and services.
People from far away nations, speaking multiple dialects etc. Can come and
interact on this medium that has no limits and bounds in reference to space.
Distribution Channel has began to assume new intending to the B-TO-C & C-TO-C
eMarketer. The Physical way of bartering is now digital exchange, products are
now becoming digital and are showcased via online sites. As you can now pay
over the net through banking cards, the end-transaction has also been
digitalized.

An additional imperative ‘P’ for the seller, Promotions, gathered significance, in the absence of nose
to nose interactions between the buying and selling parties. The spotlight of online endorsement is
the enormous covenants, discount as well as expedience offered by the eMarketers.

The B-TO-C/ C-TO-C E-Retail can be understood as retailing of merchandize and other services on
the Net. It can be stated safely, that the internet has become a platform for the exchange and buying
of services and products as well as making payments for them by the people who use them.

The retail business in India has gone through the following stages:

E-TAILING

According to IAMAI definition, e-Tailing is the net edition of Retailing. In other words these are
online shops where a customer can pick from a variety of products ranging from Apparels to devices
to music to shoes as well as furniture and even jewelry.

IS E-RETAIL THE FUTURE OF RETAIL?

As the economy of India grows, retailing over the web is expected to grow along-side it. As the
internet is gaining favourers as a medium for commerce, a lot of new and old companies are shifting
base online and gaining out of the process. This growth in adoption and usage will also fuel
augmented demands for customization and will eventually lead to regionalization of content.
Though, today, it still seems pretty far-fetched.

DOES GENDER HAVE AN EFFECT ON ONLINE PURCHASING HABITS?

A lot of work has already been done in the developed nations on how the two genders differ in their
usage and understanding of internet as a medium for trade and business. It is important to
understand this context and difference in the way they react to activities online, as most of the online
stores would be replicas of the physical stores which have a clear target and cannot be generalized
for both genders.

Even with shopping in physical stores, it is commonly known that women like to shop whereas men
do not show such inclinations towards shopping as a hobby or pleasurable activity. While men have
in researches been proven to be thinkers and contemplators, women have been shown more straight-
forward and relinquishes of the process of buying stuff.

THE CHALLENGES

In this era, where Information Technology has penetrated deep into the lives of the common people,
e-shopping forms an imperative means of business. The internet revolution has brought a paradigm
shift in the way things are done. The key to success is how well someone integrates this medium
into their business model (IAMAI Report, 2008). At the same time e-shopping presents several
problems irrespective of the product type. The most persistent challenge is the transaction security
(information disclosure) as well as privacy and issues which were found to be significant obstacles
to the adoption of online banking (Chen & Barnes, 2008). According to Ha & Coghill, 2008,
information disclosure refers to

“the dissemination of information about the goods/ service, business (contact number,
registration status) as well as transaction processes, including delivery, payment, warranty,
refund, exchange and return”

And security refers to

“the provision of a secure system for data as well as payment online. Privacy includes the
collection, use as well as storage of personal and financial details in a confidential manner”

Furthermore, this anxiety over security issues is aggravated by the lack of awareness amongst the
people about the security norms of e-transactions. Such frauds are called identity thefts and account
for 32 percent of total complaints by the American customers as reported by the Federal Trade
Commission (Lopes, 2008).

Another deterrent in the success of e- shopping is late and poor delivery systems. A good number of
complaints are lodged against slow, inefficient delivery where many customers have received
dysfunctional products. Many of them failed to receive their order in spite of having made their
payments.
An additional shortcoming of e-shopping is the lack of customer central experience as is felt in
brick and mortar stores. This is an imperative factor for Indian e-customers who are partial to their
family stores and crowded shopping streets as it gives them a distinctive shopping experience which
online purchasing cannot match.

A key advantage of e-shopping is saving time. People at the present time find it easy shopping
online, as the items are home-delivered together with the facility to shop 24x7. Convenience
appears to be a big attraction as most online shoppers find the crowded high streets too stressful
(Bhattacharjee, 2008). We have proved these results empirically in the later parts of this study.
Online purchasing is a big attraction for the NRIs, the apparel and gifting business online has
maximum NRI customers.

A lot of studies go on to prove that despite a lot of bad experiences, people still go back and make
purchases over the net as they still feel that it has more positives to offer than negatives (Ha &
Coghill, 2008).

Compared to countries like United Kingdom, United States, Australia, Canada and others, India is
still in its nascent stage of e-shopping. Though online purchasing has witnessed growth in India but
it is still not persistent like the West and the growth is also limited to certain areas like online movie
bookings and possibly this evidently shows that maximum violations were related to catalogue sales
(45%) while others such as e-purchase of cars, clothing, and digital products constituted 17%.

Country wise research put United States, Canada and United Kingdom as the top three organization
locations against which complaints had been lodged. This data proves that problems like
unsatisfactory service delivery are not confined to a particular region but are generic to e-marketing
anywhere in the globe.

The main hindrance in creating an online clothing market is the need for customers to ‘touch and
feel’ and examine the clothing’s ‘fit and size’ (Gupta, 2008). Even though websites may make
efforts to be as descriptive as possible but if the mindset and psychology of Indians is not
revolutionized, the apparel e-market can never be as successful as in the West.

There are two types of e-marketers, whole and partial. The ones who belong to the category of
whole are not into in-store shopping business and are engaged in e-business only, such as eBay,
Sasta shopping. The partial e-marketers are those who have both an e-customer base and a non e-
customer customer base such as, Future Bazaar, Pantaloons, Sifymall and many more. Leading retail
stores such as Globus, Shoppers Stop have nil e-customer bases as they believe that the odds against
the success of e-shopping of apparels in India are high.

APPAREL SHOPPING IN INDIA

Retailers in Indian, sensing the opportunity in the online space, are now jumping onto the moving train alongside
their existing physical store models while emulating the strategy followed by Wal-Mart.

However it is not roses all the way. Many major retailers such as Shoppers Stop, Globus are still
focused on in-store customers as they have not succeeded much with the online model so far.
Pantaloons has only a small e-customer base while Shoppers Stop and Globus have little or no e-
customer base. It shows huge transition challenges, traditional mindsets of Indian shoppers and
many more as possible impediments in setting up their online purchasing portals. Another possible
reason is the critical size the internet consumers must reach in India before apparel purchasing can
be a popular medium.
 LITERATURE REVIEW

In a research, Teo et al. (2004) has related behavioural uncertainty and the specificity of assets to
transaction cost as positive influencers; while expedience and economic utility have been related
negatively to transaction cost in his study on customers in United States of America and China.
Dependability as a factor has a negative relation to transaction cost for United States of America
customers but that is not the case for customers in China. Similarly, the factor transaction cost has
been positively related to the customer’s willingness to purchase online for customers in United
States of America as well as in China. According to the research sited above, United States of
America customers are more sensitive to low product uncertainty, behavioural uncertainty, rigid
asset specifications, dependability, and are more inclined to expedience and economic utility than
their counterparts in China.

The previous literature has been previewed in order to find that what Specific Consumer Attributes
and Online Behavior need to be identified. In the process, we gained knowledge of factors that are
of high importance for the online customer.

FACTORS THAT AFFECT ONLINE CONSUM ERBEHAVIOUR

Price is a factor that is used in order to stimulate the customer and it has also been used as a
communicator, bargaining tool, and as a competitive measure. The customers on the other hand
use price for comparing products, judging value for money, and product quality (Brassington &
Pettitt, 2000).

Trust has traditionally been considered to be a concern for the emotional basis of the customers’
mind. The customers focus on their safety needs and look to satisfy them before making any purchase
(Brassington & Pettitt, 2000).

Convenience is considered to be a benefit by the customer and is perceived as a positive factor for
making purchases over the World Wide Web. It is therefore a motivator for online retail.
(Constantinides, 2004).

THE FACTOR PRICE

The World Wide Web has given the customers a common ground to gather and compare
information like product information and price. The technological advancements and pioneering
business ideas of the World Wide Web enable sellers to differentiate between buyers and
enables buyers to differentiate between vendors. Earlier, however, prices were set by negotiations
after the examination of the product (Kotler & Keller, 2008). The World Wide Web, in modern
times, facilitates a scenario where comparisons can be done with ease, without having to know
several digital attributes and facilitates dealing with several vendors at the same time. For the price
sensitive customer, internet is a good prospect, while another set of customers focus on being able
to find unique products which have specialized features and might be difficult to purchase
offline and for which, therefore, they may even consider the higher prices as secondary.

However the internet allows only digital attributes to be evaluated by the costumer, where as offline
the non-digital attributes, (for which a physical scrutiny of the product is essential) can be
experienced (Lal & Sarvary, 1999). This could even persuade impulsive shoppers to grow to be
more cautious about the merchandise as it can only be inspected digitally. In addition, when
purchasing online, extra costs such as freight charge, customs or extended delivery time can
manipulate the online customer’s pronouncement to reconsider the deal even though the price is
small.

THE FACTOR TRUST

Monsuwé et al. (2004) stated that as the World Wide Web is a comparatively new way of retail, it is
tricky for the customers and for that reason perceived by the customer as precarious. They
additionally identify the salesperson to be a hushed source of trust for the customer, and that the
customer is reliant on the salespersons’ proficiency. But since the salesperson has been made
impassive in online purchasing, the authors dispute that the foundation of customer trust has
vanished. They further elucidate that the customer is not able to verify the quality of an article, nor
is he able to scrutinize the safety of the safety measures when revealing delicate data. The authors,
consequently, conclude that if an elevated level of security and confidentiality is communicated to
the customer the result would have an affirmative effect on customer trust and the intent to purchase
online.

If we go by what Luhmann (1979)says, with a sociological point of examination on the conjecture of

trust, there are 3 modes of maintaining prospects for the prospective- acquaintance, confidence and
trust. To experience trust, acquaintance and confidence ought to have been established. On the other
hand, trust is only essential when there is a high apparent risk, such as for the period of a purchase
transaction or an analogous action.

A organization should show the customer that it is proficient in managing information and
sustaining the customer subsequent to a purchase. If it is able to achieve this, the customer is more
prone to "keep in trust related World Wide Web behaviors like purchasing, cooperating, and sharing
information" (McKnight & Chervany, 2001-2002).
THE FACTOR CONVENIENCE

Convenience is whatever thing that is anticipated to save time and nuisance according to the Danish
National Encyclopedia. Auxiliary definitions of the notion of convenience are:

• The eminence of being apt to ones comfort, purpose or needs

• Individual comfort or benefit

• Something that helps in increasing comfort or saves work at a appropriate or satisfying time
(Lexico Publishing Group [LLC], 2008)

Online purchasing as a innovative medium for business creates a number of diverse advantages. One
of these is that it is thought-out to be more expedient to shop online compared to the long-
established way of shopping. The attributes of convenience that online shopping presents are:

• Lesser effort:

• Being enabled to shop at home

• Time reduction

• Being able to shop at whichever time of the day

Azjen (as cited in Kim & Park, 1991) makes a claim that online shopping provide expediency
for customers such as time savings and exploration convenience as compared to the customary way
of shopping. Kim and Park (1991) also dispute that if online shopping is alleged as
convenient for the customer, the customer ought to perceive a definite amount of forbearance with
accessing the World Wide Web and with carrying out the activities with shopping online. The less
complication the customer perceives in dealing with the World Wide Web, the more consideration
the customer has for entering the World Wide Web and searching for information.

Supporting, the authors establish that there is an optimistic relationship linking the time spent, the
intent to shop online and the outlook towards the World Wide Web. Consequently, Kim and Park
(1993) come to the conclusion that the customers that trust the World Wide Web to be effortlessly
accessible and used, would expend more time online, seek out information and also shop more
online. Consequently, the customers that perceive World Wide Web information exploration as
uncomplicated would think of it as more convenient. They furthermore conclude that the
information online must be easy to stumble on and therefore, the retailer ought to build up effective
search paraphernalia which would enhance the professed behavioral control for the customers
online. Kim and Park (2004) dispute that the apparent acceptance of the World Wide Web is one of
the determinant customers consider when they decide on convenience.
Swaminathan et al. (2008) state that the customer’s individuality plays an imperative role in the
customer's choice to shop online. The authors then classify the hence called convenient leaning
customer as the most prospective online purchaseer in view of the fact that they give significance to
the expediency of shopping at home as a great motivation for purchase.
KNOWLEDGE GAP IDENTIFICATION

Many studies have been undertaken debating the pros and a con of e-shopping but none has focused
specially on apparel purchasing online in the Indian e-market. As the internet consumers are
increasing in the nation so is the awareness about e-shopping. Even though there is substantial e-
shopping in the domain of travel and movie bookings, digital products, etc. but the area of online
apparel shopping in India is under-developed and not studied well. Brands like Pantaloons and Big
Bazaar are in the process of continually improving their online purchasing portals and might surface
the way for other retail brands who have not yet explored the e-shopping domain. Thus this research
has opened up a topic which has not been debated as yet and might help strengthen some retailer’s
belief in the success of online apparel shopping in India.

I have narrowed down my research to the Indian apparel industry and look forward to provided, by
the end of my dissertation, a conceptual model which might help certain brands in launching their
online portals.

In view of the above, I look to cover the following through the course of my study:

• The challenges facing online purchasing, especially Indian online apparel shopping and
their proposed answers

• Comparative analysis highlighting the wide disparity in the online purchasing culture in
India and developed nations

• Analyzing the current apparel online purchasing business in India

• Studying the current customer profile of an Indian online apparel shopper

• Conceptual model and recommendations for the marketers planning to start/upscale

online portals

Several hypotheses have been taken for the same, which will be tested empirically. The hypotheses
have been chosen such that when validated, they should act as suggestions to brands to help them in
planning a launch of their online portals.”
OBJECTIVES AND KEY INFORMATION AREAS

OBJECTIVE 1

To determine the factors and attributes which influence online apparel purchasing behavior of
customers in India

KEY INFORMATION AREAS

• What are the online purchasing habits of customers in India?

• What are the current online apparel consumption trends in India?

• What are the key drivers for apparel purchasing online?

• What are the key barriers for apparel purchasing online?

• What are the perceived differences in brick and mortar format and online retail of apparels?

• Are the present apparel retail websites customers friendly?

• Is there a current model of apparel retail that can be adopted or replicated in India?

• Does proximity to physical apparel retail outlets have a negative correlation with online
apparel purchasing?

OBJECTIVE 2

To determine the current characteristics and customer profile of online apparel purchasers in India

KEY INFORMATION AREAS

• What’s the difference in the online apparel purchasing habits with respect to age group?

• What’s the difference in online apparel purchasing habits with respect to gender?

• Do purchasing habits of working professionals differ from house-wives?

HYPOTHESES

H1 ESTABLISHED BRANDS DO WELL ONLINE

H2 PRICE IS OF LITTLE SIGNIFICANCE IN E-TAILING, IF ALL OTHER FACTORS ARE OF CHOICE.

H3 LARGE NUMBER OF BRICK AND MORTAR FORMAT APPAREL STORES HAS A NEGATIVE

CORRELATION WITH ONLINE APPAREL PURCHASING

H4 INDIAN APPAREL RETAIL STORES ARE NOT USER FRIENDLY

H5 INDIAN CUSTOMERS SEEK EXPERIENCE PURCHASING HIGH INVOLVEMENT PRODUCTS

H6 WORKING WOMEN ARE SAVVIER TO ONLINE PURCHASING THAN HOUSEWIVES.

H7 THE CUSTOMERS DON’T HAVE A BIAS TOWARDS SHOPPING MODES.

H8 YOUNG GENERATION IS ADOPTING ONLINE PURCHASING

EXPECTED OUTCOME

• Profiling of the Indian customer who currently purchases apparels from online stores

• Profiling of the drivers and barriers for online apparel shopping in India

• Suggestive model for an online apparel retail business (if any emerges)
METHODOLOGY

RESEARCH DESIGN

PHASE 1: SECONDARY RESEARCH

The secondary research was conducted to understand

• The Indian e- retail industry

• Effect of gender on online behaviour

PHASE 2: PRIMARY RESEARCH- QUALITATIVE

Based on the trend and findings that will be unearthed in secondary research, a list of factors to be
probed in-depth will be created. All the areas that emerge as important for the topic of research will
be encompassed into a guideline for qualitative research.

Tools to be used:

• In-depth Interviews

PHASE 3: PRIMARY RESEARCH- QUANTITATIVE

In the quantitative research the findings of the qualitative research will be validated using a
questionnaire.

Information area Research Research Tool Type of Analysis

Method

Online purchasing habits of Secondary Industry Trend analysis

customers in India research reports and
trends study

Key drivers and barriers for Primary Quantitative: Factor analysis

apparel purchasing online research Questionnaire to arrive at key
barriers and
 drivers

Perceived differences in brick Primary Qualitative:

and mortar format and online research
In-depth
retail of apparels
interviews

Present apparel retail Primary Qualitative: Qualitative: to

websites’ customer research + In-depth arrive at factors
friendliness analysis Secondary interviews to be looked at
Research for questionnaire
(Website Attribute
design and
Preferences)
model
development

Current characteristics and Secondary Industry

customer profile of online research reports and
apparel purchasers in India trends study

Effect of gender on online Primary Qualitative: Correlation of

purchasing habits research FGDs and in- gender and
depth purchasing
interviews characteristics

SAMPLING PLAN & SAMPLE SIZE

TARGET POPULATION

• Males and females aged between 20-45 years

• Belonging to SEC A1, A2 and B1

• Shopping enthusiasts

• Age group: 20+

• Geographical area: NCR region

TOTAL NUMBER OF RESPONDENTS

According to the design of the methodology, the total number of respondents as expected is
mentioned below. The expected sample split has been shown as a table subsequently.
• Quantitative: 300

• In-depth interview: 20
SAMPLE SPLIT

Methodology Tool Category Age-group No. of Respondents

20-30 30

User 31-40 30

40+ 30
Quantitative Questionnaire
20-30 70

Non-user 31-40 70

40+ 70

20-30 2+2

User 31-40 2+1

Qualitative 40+ 2+1
In-depth Interview
20-30 2+2

Non-user 31-40 2+1

40+ 2+1
 RESEARCH STUDY

STUDY 1 (SECONDARY RESEARCH)

Objective of the study: As mentioned in the methodology section, the secondary research was done
to understand the following

• The Indian e- retail industry

• the effect of gender on online retailing in India

• and To understand website attribute preferences

Market Research Studies and existing Literature was reviewed and snapshots of the research are
mentioned below. The results and analysis of the research follow subsequently.

SECONDARY RESEARCH

According to a report by Ernst & Young for IBEF (2010), the readymades and western outfits’
market is growing at 40-45% annually, as the market flourishes with international brands and fresh
entrants inward bound to this segment creating an 5 billion rupees market for the quality grooming
section. The precedent few years have seen the sector align itself with global trends with retailing
organizations like Shoppers’ stop and Crosswords entering the fray to entice the middle class.
However, it is ball parked that this segment should grow to about Rs. 3 billion in the coming three
years.

Online Penetration 18% (2010)

Percentage of online 7% (2010)

purchasers

Average online spending $71 USD per capita in 2010

Average online tenure 3.5

(years)

No. of listed retail 37

companies

Top 3 domestic Pantaloon Retail: $2.1 billion USD

companies based on
Shoppers Stop: $305 million USD
revenues
 Vishal Retail: $292 million USD

Outlook - India’s organized retail market size is estimated to be

$16.1 billion USD in 2010 and expected to have robust
growth rate of 12-15 percent for the next five years.

- India online retail market was valued at $0.23 billion

USD in 2010 and is forecast to reach $1.1 billion USD by
2014.

Source: Report by Ernst & Young for IBEF (2010)

ONLINE MARKET

According to a recent report on the Internet in India [I CubeReport, 2010] published by the Internet
& MobileAssociation of India (AIMAI) and IMRB International, internet consumers in India
reached forty six million in September 2010 and recorded a rise of 41% over September 2008. Out
of these, active internet consumers weres 32 million and maximum consumers were in the age
bracket of 18-24 years. An active internet user is a term used to define those people who access the
internet at least once a month.

The number of consumers of online purchasing which is a subset of internet consumers in India is
also growing as rapidly. The same IAMAI report states that the total online transactions are at Rs.
7,080 crore (approx $1.75 billion) for 2008-09.The business has been forecasted to grow by 30% to
reach Rs, 9,210 crore (approx $2.15 billion) by 2010-11

(Source: http://trak.in/tags/business/2010/10/09/india-online-ecommerce-
report).

The trend mentioned above is also validated by Assocham New Delhi which is
the apex trade body in India. In its report it has estimated online purchasing in
India at Rs.5,600 crore ($1.36 billion) in 2008-09, recording an increase of 150%
over and above Rs.2200 crores in 2008-09. The trend of rising use of internet
shopping has been more noticeable in metropolitans like Delhi and Mumbai
where both customers and retailers are now equally net-savvy and find the
medium more convenient and easy for conducting business online, resulting in
e-retail transactions augment by at least 140% in a single year. Not only have
the metropolitans witnessed an increase in the number of online shoppers. The
IAMAI survey reveals that small cities are also witnessing increase in their online
purchasing activities. “
 THE CHALLENGES

Confidentiality of transactions, and substantiation of all parties, is

imperative for achieving the level of trust that will allow such e-
transactions to flourish.

Today, when Information Technology has become a part and parcel of the life of common people, e-
shopping forms an imperative medium for business. The key to success of the online channel is how
well integrated this medium is with our business model (IAMAI Report, 2008). In the same breath,
e-shopping also poses several problems irrespective of product type. The most persistent challenge
is the transactional security (pertaining to information disclosure) and privacy. These issues have
been found to be the significant obstacles to the adoption of online retailing (Chen & Barnes, 2008).

The anxiety over security issues is further fuelled by the lack of awareness amongst people on the
security norms of e-transactions. Such frauds are known as identity (Lopes, 2008).

According to a survey conducted jointly by PayPal Inc. and Jupiter Research LLC, 62% of
respondents were reported saying they felt more secure shopping online if they did not have to type
their credit card information, and17% said they specifically hunted for websites that accept PayPal
and other reliable payment means. In the absence of such security, the interests of the retailer, the
customer, as well as the the credit institution cannot be met.

CONSUMPTION TRENDS

Taking the hint from the rise in online purchasing in India, several big retailers like Reliance Retail
and Future Group (Pantaloon) have begun building up significant online footprints in tandem with
their in-store or brick-and-mortar models, emulating the highly successful online-offline model
implemented by Wal-Mart. Retailers like Reliance and Future Group have ambitious growth plans
and financial backing for setting up an online channel to cash-in on the fast evolving e-retail market.

However many major retailers such as Shoppers Stop and Globus are still focusing on in-store
costumers as they didn’t have much success with their online models as yet. Pantaloons has a very
small online customer base while Shoppers Stop and Globus are still struggling with little or no e-
customer base. It poses huge transitional challenges to the traditional mindsets of the Indian
shoppers and for many more retailers who are planning to set up their online purchasing portals.

Another possibility is that internet consumers in India haven’t reached a critical size necessary
before apparel purchasing online can be a popular medium. According to Fabmall’s CEO K
Vaitheeswaran, “The internet penetration has to be first increased which is expected to reach 100
million in the next two years. The industry is growing at the rate of 30-40 per cent year-on-year and
there is huge potential for all brands”
 DESIRABLE WEBSITE ATTRIBUTES

With the goal of proposing taxonomy of web-site features, and in that way aiding professionals in
their efforts to boost e retail and sales figures, the study explored online shoppers preferences
for 18 different web-site features. These eighteen features were a subset of the
23 web-site attributes that had been originally suggested by Blake and
Neuendorf (2004) to provide readers a framework for web-site appeal and
assessment across different nations. The present study chose these specific features among
others as they appeared to pertain to several realms suggested in past studies to be imperative to
customers’ preference for a B-TO-C web-site. Later work by Blake, Neuendorf and
Valderserri (2008) evidently pointed out the merit of charting a broad range of features as they
existed across a wide selection of web-stores. When an essential set of preferred web-site attributes
is established, it time and again acts as a yardstick for practitioners to gauge what customers’ value
in a nice web-site, and as a heuristic for researchers to guide them in their
prospective investigative endeavors.

• The ordering process is easy to make use of

• The goods I am looking for are easy to locate

• The website is new and different

• Product price

• My associates and relatives have been happy to have shopped there

• Repute and trustworthiness of the organization on the web

• It is enjoyable to visit

• Low/no charge on delivery and handling

• It has engaging graphics plus displays

• Provides merchandise information, including frequently asked questions

• A good place for finding bargains

• prompt customer service response time

• I hear regarding it on radio, TV and in newspaper

• A return procedure that is easy to comprehend and use

• Price incentives (coupons, prospective sale products, frequent shopper program, etc.)
 • Interactive web design (try it on, design your product /services)

RESULTS OF STUDY 1

Based on the Findings and their analysis done above, the discussion guides for
the next phase, i.e. qualitative research, were developed. The discussion guides
have been divided into 2 parts

1. To know the Buying habits and procedure for online purchasing in general
2. To know the factors that act as Drivers and Barriers for shopping of
apparels online

DISCUSSION GUIDE FOR IN-DEPTH INTERVIEW

The purpose of creating and using in-depth interviews was to populate the
factors that come up as motivational and concerning factors for the use of
internet as a medium to make purchases of apparels. For this purpose two
different sets of questions were prepared, one for buyers and the other for non-
buyers. The questions posed to buyers solved the purpose of getting to know
that what keeps them visiting sites and what factors motivate them to make the
purchases. Further, it was required of them to help populate things that they did
not find satisfactory and would like changed in the existing websites. The non-
buyers were asked whether they buy anything else online apart from clothes. It
was probed whether they have issues buying only clothes or other things as
well. And then the reasons for the above were collected.

Enlisted below are questions that made up the discussion guide.

NON BUYER

• About the daily schedule? - To find out whether surfing features in the daily schedule of the
individual being interviewed

• Frequency of surfing the net (in a day, week)

• Place from where the net surfing is done

• Knowledge about any online apparel stores and their Names

• The source of the above knowledge –to ascertain if the candidate actually meets the
respondent criteria.
 • The respondent’s perception about online purchasing and whether they are comfortable with
the idea of placing an order online? To find any negative association with shopping online

• Previous experience with online purchasing (if any) What happened? Their experience-To
find out about shopping experiences online

• Why they have never bought online? Possible reasons: Security, Inertia, some other reason-
To find out barriers that respondents face in shopping online

• Awareness about sales promotions, other schemes run by the store

• General likes and dislikes about online purchasing. Bad experiences (if any)

BUYER

• daily schedule

• If they have visited any online apparel shopping stores- to ascertain if they are the right
respondent

• Where and how they gained knowledge of the online-stores

• What influences the respondent to go to that particular site- to find out possible motivators

• Details of first purchase? Type of product, value of transaction, if any Subsequent purchase,
the Time spent on that transaction – will help in ascertaining purchasing habits of the
respondent

• merits and demerits of the online retail stores they have visited - To know what the
respondent feels about an online store.

• overall experience of shopping for apparels online

• Unfulfilled expectations from the online purchasing experience

• Experiences with the above mentioned stores, with respect to delivery, response and
feedback.

IN-DEPTH INTERVIEW GUIDELINES

This part of the secondary research will help in understanding the experience,
perceived risk, preferred website attributes and effect of gender

INTERNET USAGE
• Since when have you been using the internet?
• What all do you do online?

DIFFERENCES IN ONLINE AND PHYSICAL STORE(S) AND SHOPPING

EXPERIENCE

PREFERRED PURCHASE MEDIUM

• From where do you make purchases?

• What has your experience been like?

• What’s the difference in shopping on this medium vs. shopping online?

• Which one is better and Why?

WEBSITE ATTRIBUTES PREFERENCE

EASE-OF-USE

• Navigation of the website is easy.

• Website is customizable to my want.

• The interactions with the website are lucid and explicable.

• The website is supple to interact with.

• The website is uncomplicated to use.

USEFULNESS

• The time taken for the online purchasing process on this website

• Ease of purchase online on this website.

• Usefulness of the website in purchasing the products or services they sell.

SECTION 3: EFFECT OF GENDER

ATTITUDE TOWARDS ONLINE PURCHASING

• Whether the idea of using this website to purchase a product of service is appealing

• How is the experience of purchasing a product or service on this website

• Online intention to purchase

 FEELINGS & EMOTIONS

• Why do people shop?

• Feelings associated with shopping? Why?

 PART2 (QUALITATIVE RESEARCH)

Objective of study: this part of the research had two motives. The first one was to figure out the
motivating factors that buyers see in the existing websites and the second one was to figure out what
deters non-buyers from taking that path. Eventually, these findings were clubbed together to develop
a questionnaire and validate what was found here.

QUALITATIVE INVESTIGATION

SHOPPING PROCEDURE

““…not certain that an online shop can replicate the shopping familiarity, but perhaps we can
construct a kind of familiarity that encompasses some indispensable elements of that experience. It
would be enthralling to see.”

Sameer, 30, Faridabad

“…am a man, I work hard & the last thing that I ever ever ever require to do in my free time is shop
for clothes so perhaps I would use it no! I cant even shop for clothes online (sport, now thats a
different matter). My spouse does all of that & herein lies the problem with general & fashion
clothing experience.”

Rajesh, 44, Noida

“…Females love to shop, not because we like spending funds, but as other females like to shop. We
get to see what other females are purchasing, trends, fashions & things like how much funds other
females have. Secondly, when the spouse does purchase his clothing online, we will order 5
dresses, purchase 1 & send the other 4 back. I do know that this is replicated in plenty of
households”

Vandana, 41, Noida

“…Shopping on the net decreases the risk of being indignantly let down by your purchases as
you are able to try on the garments there & then without having to lose sleep about whether
the size is exact or whether the style & color go well with you. All in all, online shopping is an
appalling idea!”

Deepika, 24, Noida

“…To me online shopping is staying indoors in front of a PC screen & rousing all of society
to get lazy habits. Going out to purchase clothes for example provides a chance to meet up
with a mate, have a nice chat & at the same time walk around. Fresh air & exercise come in
to deed through this while with e-shopping it is not a lot fun to see friends.”

Astik, 19, Delhi

“…In India, e-retailing is a little bit complicated. Shopping is an outing here. It is not
essentially an unpleasant task.”

Santosh, 36, Gurgaon

ISSUES WITH ONLINE APPAREL WEBSITES

Here are some of the user responses:

“…Issues have chiefly been with badly designed or dawdling online stores. “

Anita, 49, Noida

“…Lack of direct dealings & things like phishing assaults & scams that can be seen online.”

Chetan, 32, Delhi

“…If something is holding back e-retail it is the pitiable delivery services which only reach your
house when we are all at work.”

“….I have been debited seven times even one time when I have bought one item. Check your credit
card bill carefully. You may, like me, start to speculate if the reduction in purchase cost is
significant with all the trouble which can be associated with web shopping”

Romy, 51, Noida

“…Lack of a trial room,”

Ramesh, 23, Delhi

"…Buying online things like a white shirt, which is more of a commoditized product, is fine. But,
then one ought to not expect an Indian to purchase a designer suit or a sari."

Atul Pradhan, executive director of KPMG India

“…I am petite and a kind of "in-between size", so I must try everything on in-store. I've seldom
bought any apparel item for myself without trying it on first.”

Astha, 26, Noida

“…I would likely not be a target as I would see having to return something that didn't fit by
shipping it back is more of a pain than taking a trip to a store and trying something on. A answer
for me would be a situation where I found something and could order it the next time around online
as I do know it works for me.”

Suneet, 34, Delhi

WHAT ATTRIBUTES PULL YOU ONLINE

“…A product range that is comprehensive… A Web-site that is simple to find, simple to navigate,
fascinating & innovative… An order fulfilment method that delivers the right goods speedily…
Prices that are competitive & that bear comparison to competitors”

“…A surety that payment transaction is secure through the use of encryption.”

“…The availability of an order tracking systems that will permit the customer to check on the
progress at any given time.”

“…Web shopping is great! It lets me purchase things from the United States which I can't get here!
I can purchase books which go unreleased in India, I can purchase CDs which go unreleased over
here (or in case you find them as an import, they are one times the cost), & I can purchase DVD's of
movies that are relatively new! superstore shopping over the Web can plausibly replace 10 cars
going to the store with just one delivery van - shrinking both traffic and pollution.”

Angad, 23, Gurgaon

“…A backup customer support facility that is conversant about customer needs & the product range
of the business - & who resolves issues promptly & effectively.”

Pulkit, 28, Noida

“…I tend to purchase clothing from online retailers that also have a brick & mortar parts, so
returns, when needed, are simple. I can return them at the store. Usually I will reorder something
that doesn't fit and/or return the item at the store for a refund. There is one place I do shop for
clothing that doesn’t have a retail store. With the shoe e-tailers I frequent, we offer free shipping
both ways. This is imperative. I also prefer places that offer upgraded shipping options at no extra
cost.”

Suneeta, 35, Gurgaon

“…If one is purchasing lingere online, then the net site must be interactive for the finish user,
product information ought to be useful & straightforward to navigate & most importantly, the site
can/should be custom-made.”
Nupur, 22, Noida

“…One other thing that helps me "pull the trigger" - saving the basket even if I am not logged in to
my account. Its lovely to come back to a site a day later & see my stuff there. That usually
encourages me to purchase it.”

Jaya, 21, Noida

ONLINE V/S OFFLINE

“…I also like to purchase online as I don't must deal with traffic & parking.”

“…Sometimes the item I'm looking for isn't at my local store but online….& now that gas is more
pricey, you save on gas costs. Not to mention the time costs of actually driving to, parking & then
going in to the store with a myriad of other people.”

Vinayak, 29, Delhi

“…I time and again discover a better option in my size online & earlier or better sales on brands
that I'm liking.”

Namrata, 20, Noida

“…Convenience… I get the size I want in the color I want without having to fight traffic and/or
crowds on the chance that the store has what I want in stock.”

Rahul, 25, Faridabad

“…In case you know what you wish for or are bendable about what you want then the Web has
some lovely points (cost). But in case you want to be specific (the right color or the right fit) then
you cannot replace seeing it first in a shop & you at all times know where to take it back to… Why
shop in a brick & mortar store? So that I could try things on & evaluate the brand's fit & the fit of
various styles then shop online as needed & purchase products in different colors, possibly for less
money & possibly even different styles. Knowing how a brand /style fits a woman is key to making
this work. You're speaking to a former intimate apparel fitter. I do know how difficult making
intimates fit is. It is technical...”

Ritu, 30, Meerut

FOR BUYERS

“…The other things that I order are things I cannot get here, reliably or at all. For example, the
trainers I prefer are not stocked anyplace here in town. Road Runner Sports gives me free shipping,
and they ALWAYS have my shoes in stock… Since i know the size I need, ordering is a breeze.”
Manas, 22, Delhi

“…I like shopping online. What a time saver, no need to go to those large ugly malls. Prices are
competitive,”

Manish, 27, Noida

“….I do not must 'touch' everything I order. I don’t order from a place whose products are not
known to me, however. I stick amid the tried and true.”

Divya, 26, Noida

“…If a organization mis-represent their goods or their product, it is simple to return. “

“…I ought to note that I don't usually purchase new brands that I have seldom tried on before. I
tend to stick with the same 4-5 brands of shoes and 10 brands of clothing.”

“…Then there is the other part - sometimes sales online are better than in-store.”

“…The nature of my job does not constantly let me go shopping when the shops are open. Also, I
must work in areas where sometimes there is very small choice. It gives me a supple contingency to
get hold of things when in such a situation.”

“…You go to the store, and find the ideal pair of shoes, except that they dont have them in your size,
or in the color that you need. So I go online and make the purchase”

Latika, 29, Gurgaon

FOR NON-BUYERS

WHY DON’T THEY PURCHASE APPARELS ONLINE

“…More often than not, only after I've taken the time to shop, select products, and laboriously fill
out the online purchase form, I find out that the process won't accept a foreign customer. This is
truly annoying! An example is when what I input keeps on getting bounced back and tells me to key
in my state, or even worse that they don’t sell to India…”

Naina, 31, Noida

“…most of us require feeling the material, trying on the garments, etc before they purchase. Food
shopping through the net is great, as well as digital products since they can see from the specs what
is obtainable, but products that necessitate a personal touch will forever be better in shops...”
“…I've some issues getting the proper sizes so if I can purchase a pair of pants with the proper
inseam, I do know they will fit and I don't must have them hemmed. Big savings in both time and
money for me”

Aman, 30, Noida

“… I would not shop at department stores online for clothing, but I could see some reasons to do so
if I knew what I wanted. It would be less hassle and a positive thing to get the right size. But I'd
must know what I wanted, I think. Picking color choices from computer pics only can be tricky. I've
shopped online for things I could purchase in a store for less or at least without shipping, as I do
know it is in stock online.”

Angad, 23, Gurgaon

“… You shop online, and try to discover a pair of pants and a shirt that match, except that its hard
to tell how they will look together… I dont think that I’ve ever purchased clothes online, but I might
be tempted with a process like this if it provides a much greater amount of choices than local stores.

Personally if augmented reality is obtainable (with several privacy issues dealt of work) I would be
one of the FIRST to use it as I personally detest going to different clothing shops and trying 10
denims and stuff like that ….”

Anita, 45, Noida

“….if someone can’t leave home for certain reason, he/she who would probably appreciate
something like this…. I've only purchased three times on the net and would not purchase clothing -
it is costly and the freight’ costs are high. Also, like catalogue sales it is much of a hassle to return
products

Sameer, 27, Noida

“I gave up, as the online stores were slow, customer support dire, and it is cheaper and simpler to
go to the market.”

Suneet, 30, Delhi

FINDINGS AND ANALYSIS OF STUDY 2

SHOPPING PROCEDURE

The standard process followed for shopping has been explained by a diagram
given below. Although, internet provides for a large number of search and
deliberation options, the decision making is tricky. For clothes, people
generally prefer advice and company while shopping. Similarly the
evaluation phase is also not replicable.

In the high involvement categories, the consumers are still very reluctant in
making online purchases if they are not enabled with the complete and exact
information about the item. It creates a situation where only the person
selling the item is the only one who holds the complete details and it creates
and uneven ground for retailing. The traditional way of retailing is free from
this bias.

ISSUES WITH ONLINE APPAREL WEBSITES

Shopping is still a touch-feel-try occurrence - quite a lot of individuals do not

experience lack of time and shopping is till today a concept of going on an
outing. Hence this type of surroundings creates an argument of customer
retention.

Comfort is mandatory. This will be the prime test since even within the
unchanged vendor; there are dissimilar cuts, fabrics and feel. In the
enhanced stores, there is someone always checking on how your collection
fit so that they may go rummage around for a enhanced fit or style for you
exclusive of you having to re-dress and hunt for more.

A brick-and-mortar fitting room has several features that the net space has
still not been able to emulate:

• Combining: It lets the customer to see how different clothes look together

• Size/Fit: It lets the customer ascertain they are purchasing the right size

• Feel: It lets the customer to "feel" the fabric

• Personalized Stylistics: The customer sees if the garment suits his/her skin tone, hair,
character

• Body shape fit: whether the garment will look lovely on the customers body type

• Recommendations: a mate or salesperson outside the fitting room will provide the
feedback
 • Comfort: customer would feel how tight the garment is, or whether it's allowances for
movement;

• Salesperson: active sales efforts provided by the salesperson

• Atmosphere: brick-and-mortar experience has sounds, music, smells (like the smell of the
new leather), emotions;

• Feeling of security by reducing risks: customer should be confident that the item they are
going to try will be the one that they will be purchasing & the one they'll not need to return.

WHAT ATTRIBUTES PULL YOU ONLINE

If a online retailer manages to deliver all the above factors through a secure
online store, then he would be able to sell apparels online and would
encourage the customer’s brand loyalty for that particular e-tailer. It is
therefore in the interest of the e-tailer to have a consistency in product
range that the consumer understands, rather than spreading the range and
in turn diluting their service. E-tailing as a way of trade is here to stay and it
is for to the e-tailers to make certain that it thrives. However, this is still not
a comprehensive list and will be followed up with more findings

FOR EXISTING BUYERS

• Online retailing is comfortable where traditional retailing is cumbersome with a lot of steps
and efforts involved

• The internet has a wider reach. Hence it solves the following purposes

○ Larger repository of products

○ Variety and variants are larger

○ It has a larger reach and products not available in a region become accessible

○ It can make available sizes and shapes that physical stores cant stock due to
limitations of space and supply chain constraints

• It is more cost-friendly as it eliminates cost of travelling and offers a rich source of deals
and discounts

• It is customizable for each individual through data mining techniques

 FOR NON-BUYERS OF APPARELS ONLINE

WHY DON’T THEY BUY APPARELS ONLINE

• Adaptation to change in purchasing behavior is slow: Indians are still hesitant to

purchase online and have a preference for brick & mortar models. Indians still prefer feeling
the product and spend time before making the purchase.

• lack of ability of online retailers in swaying customers away from offline approach to
online retail channel : need of appropriate promotions and commercials, inability to
engender a brand picture, lack of appropriate usage of all viable online means like search
engines, paid ads, online endorsements, social networking, blogs to arrive at the customers.
Inability of online retailers to impel the principles a customer can derive by shopping on
online channels.

• Online retail stores are not up to speed : There is been few glitches in the exiting online
stores like not-so-good front ends, web-site search options are not lovely, deficient
information about products as well as terms& conditions, sluggish online stores etc

• Why not clothes

○ Touch and feel of the cloth is important

○ Recommendation of how it looks on me is important

○ Seeing the fit is important

○ Trying multiple items before choosing one, is important

○ Exploring various color and style combinations is important

○ The fits, sizes and styles vary with brands in India

RESULTS OF STUDY 2

Following the literature review and the qualitative research, questionnaires were
developed to determine the extent of an Internet user's motivation and concern
factors while browsing or purchasing on the World Wide Web.

Moreover, it was noticed that the motivational as well as concern factors specific
to “Apparel Purchases” online had surfaced considerably well during the
qualitative study. Therefore, only general motivational and concern factors
linked to online purchasing were probed further through quantitative study and
apparel purchasing related questions were not included in the questionnaire.

QUESTIONNAIRE GUIDELINES

The questionnaire prepared had 2 parts. In the first part there were 25 statements and 31 statements
were there in the second half. The respondents had to rank each statement on a 5-point likert scale
(interval type scaling method.) with 1 as ‘strongly agree’ and 5 as ‘strongly disagree’.

The second section of the questionnaire was made to collect the respondent’s personal information,
how long they have been using the World Wide Web, how frequently they use it, their experience of
online purchasing etc.

The responses were then subjected to a factor analysis.

MOTIVATION FACTORS: WILL LEAD TO DRIVERS

1. access to vast information

2. customizable and detailed information requirement

3. Internet availability throughout the day

4. wide range of items available

5. abridged requisite for mediators

6. delivery price mentioned

7. Merchandize prices mentioned

8. Special deals and offers mentioned

9. shopper service contact number mentioned

10. Websites are modernized frequently

11. supplementary eye-catching promotions

12. Websites get loaded fast

13. No crowds to handle

14. No traffic congestions

15. No harassment of queues for payment

16. Reduced waiting time for searching products

17. Convenient ordering process

18. Additional product ranges to select from

19. Delivery of orders is in good quality

20. Product return options

21. Orders adhere to delivery time promised

22. More convenient to shop on the Internet

23. Credit-card ownership

24. Requires lesser movement to locate goods

25. Availability of products on the World Wide Web that cannot be found locally

CONCERN FACTORS: WILL LEAD TO BARRIERS

1. My data can be sold to others

2. My personal information may be shared with other businesses without my consent

3. Others can seize my communication

4. My credit card possibly will be over-charged

5. Wrong use of my personal information by Internet merchants

6. Uncomfortable giving my credit card number on the World Wide Web

7. I might get overloaded by unwanted spam

8. Product delivery to someone else

9. I don't trust digital-signature

10. Limited credit card organization offer online payment

11. I prefer indigenous businesses

12. No familiarity with digital-signatures

13. Can’t see the actual product

14. Product quality is tough to evaluate

15. Higher taxes for foreign orders

16. Limited post purchase support

17. anxious about buying from un-reputed firms

18. information on product return not mentioned

19. Congestion of website

20. Web pages are not up-to-date

21. Unavailability of shipment to purchasers from other countries

22. Security undertaking not mentioned

23. Can’t trace the desired product

24. Freebie item not useful

25. Payment methods are a limitation

26. Slow speed of net connection

27. time taken for downloading information is long

28. No credit-card ownership

29. deliverance time is long

30. Complete organization information is not disclosed

31. Accurate product information is not available

 STUDY 3(QUANTITATIVE RESEARCH)

Objective of the study: To find Drivers and Barriers of Online Shopping of

Apparels in India

QUANTITATIVE INVESTIGATION

STATISTICAL TECHNIQUE USED

SPSS Version 15.0 was used for conducting a Factor analysis to find the Internet consumers'
motivation and concern factors with respect to online buying of apparels in India

BASIS OF DATA ANALYSES & DISCUSSIONS

In the study conducted, based on the responses gathered from the questionnaire (Appendix 3), the
motivational factors had a co-efficient α of 0.9477 which surpassed the recommended value of 0.70
by Nunally (1977). The decisive factor used for establishing the factors to be mined was an eigen-
value greater than equal to 1. Statements with factor-loading of more than 0.5 on that particular
factor were judged fitting gauge of that factor.

FINDINGS AND ANALYSIS OF STUDY 3

From the Factor Analysis (Refer to Appendix 5), the DRIVERS for online shopping
of apparels in India (in decreasing order of impact) are:

• Ease of Access
• Trust of Source
• Convenient Process
• Delivery Parameters
• Provision for Socialization
• Ability to Search
• Availability

From the Factor Analysis (Refer to Appendix 6), the BARRIERS for online
shopping of apparels in India (in decreasing order of impact) are:

• Threat to privacy
• Reluctant towards change
• Low quality of products
 • Issues of Security
• Lack of Trust
• Low/Slow Connection speed
• Options of making payment
• Lack of comprehensive product information

RESULTS OF STUDY 3

Each organization is contending with each-other for developing bonus customers

or the slightest for holding on to the existing customers. The advancement of
information technology and the growth of the communication network has
radically transformed the local networks and connected them to the
international markets. In short, the rapid diffusion of Internet technology into the
commercial arena has given rise to an emergence of new types of businesses,
new services, and new innovative entrepreneurs. The current technological
development with respect to the Internet has given rise to a new marketing
system. It has fostered the evolution of a new concept known as Digital Retail.

The computer-oriented customers are identified as "techno-savvy", therefore

Internet customers are early adopters of E-Retail. The online facility benefits the
customers in many ways, including easy availability of information, the
interactive nature of the Internet and hypertext environment. These allow the
consumers in-depth search, intelligent product comparisons, quick, convenient
and inexpensive evaluation of the offerings of various suppliers. Moreover, there
is a wider availability of "hard to find" products and greater selection of
statements.

Factor Analysis results suggest that seven imperative motivation factors are
accessibility (the most imperative factor when shop online), reliability,
convenience, distribution, socialisation, searchability, and availability. Internet
Shoppers possibly will achieve the capability to investigate for products not on
display, congregate in-depth information without using up the salesperson's
time, and yet procure or make payment for products for instantaneous or
subsequent delivery as they are shopping online.

Although, there are many benefits both to the customers and the
manufacturers, there are some limitations too. Survey of the Internet consumers
indicated that the vendor reliability and security of financial transactions hamper
the online transactions. Secondly, the majority of the customers used the
Internet to browse or search rather than actually purchase something.

In this study, eight imperative Internet consumers' concern factors were also
identified, namely privacy (the most impeding factor to shop online), reluctance
towards change, poor quality, security issues, trust, slow connection speed,
payment modes and non-disclosure of accurate product information. For that
reason, digital transactions should be safe, unswerving, and dependable in the
bid to catch the attention of and sustain active consumers of the Internet. Such
methods would augment Internet consumers’ assurance on the integrity of
Internet seller. In short, the customers hope that trading through the digital
media is safe and dependable and also they expect good value for their money.
But in practice these prospects may not be fully met.
RESULT DISCUSSION AND MODEL DEVELOPMENT

CONCLUSIONS FROM SECONDARY RESEARCH

• Factors that are facilitating growth of online purchasing are:

○ Drastic Augmentation in subscription of internet connections

○ shrinking time for the self and family,

○ augmented use of credit cards,

○ A large youth population which spends a considerable amount of time online

• The trend among retailers is to maintain their own portals for easier access to customers
while providing and aiding online purchase of merchandise.

• There is a sudden surge in smaller retail portals on the web which meet niche demands of
Indian customers like ethnic apparel, handicrafts and jewelry.

• A lot of online shops have mushroomed in India only because of being backed by major
distributors, though for many it looks like it has been just a one-time setup. Post the launch
there has not been enough enthusiasm from the retailer to publicize the brand or services of
the portal among its potential clients.

• A lot of web-portals don’t maintain all online modes of payment. There have been many
incidents of abortive payments and this more than not becomes a deterrent for customers
from revisiting the portal.

CONCLUSIONS FROM PRIMARY RESEARCH

The key DRIVERS for Online Buying of Apparels have been identified as:

• Convenience

• Reliability

• Search-ability

• Time Saving
 • Variety and access to products not available otherwise

• Price comparisons and better promotional offers

• 24x7x365 availability

The key BARRIERS for Online Buying of Apparels have been identified as:

• Low Internet penetration, expertise and adaptability as a shopping medium

• Low bandwidth and speed

• Lack of ownership of credit cards

• Lack of Touch-Feel-Try opportunity

• Lack of standardization of product

• Lack of assistance from sales-personnel

• Lack of proper guidance, information and education of customers

• Difficulty in adapting to change

• Inability to create same social environment online as in brick and mortar models

MODEL DEVELOPMENT

Keeping in mind the drivers and barriers of online shopping for apparels in India, that have emerged
out of the research done, a conceptual model has been devised. It is a simple relational diagram
between the factors impacting online purchasing of clothes and their inter-relationship.

Assumptions based on observation: As has been proved above, convenience is not a driving force
behind the augmentation in the number of e-customers, the actual reason being the nascent
methodology to which only very few Indians have adjusted as against the whooping large numbers
from United States of America. Thus convenience does not figure out in our model.

Construction: It is believed that convenience will certainly be a vital factor three times the culture
of e-shopping sets in at par with the developed countries. Broadly, there are three kinds of factors
which influence the performance of online purchasing portal

EXTERNAL FACTORS
These are the macro variables that select the performance. They are inherent to the surroundings
(say, a country) and cannot be controlled by the organization. The organization has therefore to
work around these factors for its success.

• Penetration of the World Wide Web- compared to the United States of America, India has
low penetration limiting the market reach.

• Outlook- The touch-feel-try issue is prevalent in India as well as the United States of
America.

The outlook of American purchasers towards online apparel shopping has changed over the years as
against Indian purchasers. In spite of its drawbacks, online apparel shopping culture has set in the
United States of America drawing a huge populace of Americans buyers.

• Awareness: This includes awareness in general about the brand, the brand online portals
and security.

INTERNAL FACTORS

These are factors which can be controlled by the organization and thus a alteration of these
determines the strategy of the organization.

• Product variety: the variety offered by the world wide website leads to the attractiveness
of this line of business

• Pricing mechanism: Any financial benefit offered in online purchasing as against in-store
shopping will draw customers.

An appealing pricing mechanism coupled with reasonable product variety can generate requirement
for online purchasing. This is crucial in furthering growth of online shoppers and gives them the
much desired reasons for endorsing online purchasing as against in-store shopping.

• Site Description and Aesthetics- This is an indispensable factor for apparel shopping. It
helps in reducing touch-feel-try, increases trust and comfort

• Brand Value- Augments customer trust

• Security- The more secure the site, the more comfortable the customer

• Consumer Trust, three times secured will boost the performance of the net portal and can
be achieved by building the brand name and securing the site by employing the best
standards.
 • Brand name/value has been recognized as a vital factor which can appeal to the people and
make them purchase online.

The basic reason for this conclusion is the fact (proved above by empirical results) that people
reckon about security as one of the main impediments in purchasing online, but majority of those
who look for brand name as a sign of security do not feel that security issues are grave, thus brand
name generates security amongst consumers as shown in the model.

Many brands recognize the importance their name carries they will be less hesitant in surging ahead
with the decision of increasing/launching their shopping portals. Even in other nations, brand name
is the safest bet for customers as it removes the issues of touch-feel-try finally. Consumers do not
reckon one time before purchasing a clothing item from a trusted and tried out brand because the fit
and touch is already known. Thus our emphasis in the model is to provide solutions to known brands
so that they can generate a huge population for e-customers.

There is a necessity to provide an online experience that matches the personalized experience of in-
store shopping, in India where definite people have been going to the same shops in their relatives
for lots of years. This can be achieved by enhancing the shopping online stores to serve mainly three
needs, first they should be user friendly and simple to operate and secondly they should be
descriptive with lots of graphical representations. Among customer-related IT investments, the
creation and maintenance of an effective Website are critical elements of IT and of the marketing
strategy of firms (Mithas, Ramasubbu, Krishanan and Fornell, 2008).

Additionally, managers require knowing the effectiveness of their Website in meeting the needs of
their Website visitors to improve loyalty to their Website (Mithas, Ramasubbu, Krishanan and
Fornell, 2008). Secondly an understanding of Website visitor profiles and their needs permits a
organization to tailor not only its potential customers but also its potential product features and
offerings. This can be achieved by employing various statistics like hit count versus purchase count
and lots of others. The best way to reach out to people is to generate blogs and discussion forums for
them so that they have the freedom to rate the superiority of service delivery and put down
suggestions. Thus managers will get what they require as the suggestions are a representative of
customer satisfaction. Also forums will generate a superior degree of trust and comfort for the new
e-customers who can satisfy themselves before making an e-purchase by reading the responses
concerning the service delivery. Thus brands should generate better website designs.

As world wide website designs are enhanced, people get more idea about the products online by
taking a look at the animations and descriptions. Content pertains not only to the verbal information
but also to the usage of graphics and other multimedia artifact at hand in the Website (Mithas,
Ramasubbu, Krishanan and Fornell, 2008). Thus nice online stores enhance customer experience.
Managers can also control the degree of freshness of Website content by making choice of design,
such as use of vibrant pages and the frequent updation of content, depending on business needs and
customer expectations (Mithas, Ramasubbu, Krishanan and Fornell, 2008). Nice online stores have
been known to generate customer loyalty as it gives them a personalized attention to match the
personal care at street stores. Consumer loyalty is an imperative determinant of long-term business
success. Several studies have acknowledged a encouraging effect of customer loyalty on usage
levels, potential revenues, cost of prospective transactions, cost flexibility, customer churn,
warranty, and service costs (Anderson & Fornell, 1994).

Generating variety and complaint systems (redress) have also been discussed in detail above. A nice
redress process generates a higher level of security and comfort as it strengthens the belief that in
case of a delivery mishap a proper action will be taken. Thus nice complaint process generates
security.

As the level of trust, security and comfort will augment, people will start taking risks of purchasing
all kinds of merchandize online ranging from electronics to clothing. Thus the touch-feel-try factor
will be eliminated.

After having conducted various empirical tests it is clear that India has lots of potential to be a
leading e-market place. The bearing of e-shopping the retail businesses on the World Wide Web
have created opportunities to the customers to transact online with comfort and convenience.

Nevertheless, the final success of e-shopping will depend to great extent on the interest and
confidence of customers .The hesitations which leading apparel brands are dealing with can be
handled by understanding the psychology of likely e-customers and gaining their trust and
confidence.

“
 THE BUSINESS PERFORMANCE MODEL FOR ONLINE APPAREL
STORES

Price Brand Value

Need Customer Trust

Security
Variety

Site Description and Aesthetics External Factors

Market Penetration
Awareness

Outlook
Performance

This model has been developed keeping in mind the findings mentioned above. For validation of
the model, another set of research will have to be launched to verify the inter-dependencies
elucidated by the figure.
RECOMMENDATIONS

India is a price-sensitive market. Traditionally, people have been buying from

retailers known to them and in cases, even from the same shop for
generations. In such a scenario, they believe in the power of bargaining and
getting worth of every penny that they spend. Moreover, clothes are an
integral part of any individuals’ personality. Therefore, to get an online
business of clothes to flourish, the retailers must ensure that

• Their sites are well endorsed and easy to find

• The catalogues are well maintained and easy to navigate
• Their sites have a security systems are in place and well explained
• The search button can come in handy if the catalogues are large or
ranges are many
• Error messages are generated wherever necessary and retractable
pages are developed
• There are not too many steps in the process; repeating customers
should go through fewer steps
• The products mentioned should be in stock
• The e-store should offer enough incentives for trial
• Product specifications, delivery specifications and product quality are
well documented and not compromised on
• There should be multiple payment options like credit-card, net-
banking, VPP, Cash on Delivery etc.
• The customer service support should be robust and friendly
• Websites should be light and easy to load even on slower connections
• The product ranges, styles, catalogues and search preferences should
be frequently updated
• If possible, multiple product variants should be delivered with option of
returning back the variants of no-consequence
 CONCLUSION

The thesis started with a very immature understanding of the online as well as
apparel market in India. Equally raw were the researcher’s understanding of the
varied consumers in these two segments. The research went through a lot of
steps to ultimately arrive at the objectives. In the course of this study, the Indian
online space was analyzed, views of people on apparel retail online were
recorded and analyzed, and a host of conclusions were presented. The original
objective of finding the drivers and barriers of online apparel buying in India
were found out on a small sample set from the NCR region in the age group of
20-45. Stark differences were seen in the way males and females perceive
shopping and deal with the limitations and features of online retail.

Based on the three sub-studies, results were obtained and corroborated.

Suggestions on how an online apparel store must be were given based on the
researcher’s journey through the dissertation. Subsequently a model was
proposed for judging online purchase behavior and was presented in the report.

This research can be beneficial to vendors who plan to up-haul or start online
apparel stores as it gives a comprehensive list of factors to consider for drawing
 LIMITATIONS AND SCOPE FOR FUTURE WORK

• The study is largely skewed towards SEC A and B who are internet savvy.
The study can be extended to areas of lower internet penetration in India
to see how the results differ.
• All the respondents come from only the metros and the larger cities in
India and so the views of people from tier 2 and tier 3 cities has not
included.
• The study has not explored the B2B angle of the online apparel trade.
• The model suggested has not been validated through research or pilot
study.
• A analogous research could be carried out for

○ A smaller set of people who are confined to homes, like elderly, handicapped,
pregnant females, etc.

• The gender angle in decision making and purchasing on the internet can be explored further
through a research dedicated to it.

• A study of the current websites and case-analysis of failure of websites by

major apparel retailers in India, can be conducted to further refine,
validate and verify the findings of this research
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 APPENDIX

APPENDIX 1: IN-DEPTH INTERVIEW GUIDELINE

NON BUYER

• Could you tell me about your daily schedule? - this is to basically find out
whether surfing features in the daily schedule of the individual at all
• How often do you surf the net (in a day, week)
• Where do you surf the net from?
• Have you heard about any online apparel stores? Name any.
• From whom? (Probe)- This is to see if the candidate actually meets the
respondent criteria.
• What do you think about online purchasing? Are you comfortable with the
idea of placing an order online? (Probe)-To find out whether the
respondent has any negative association with shopping online
• Have you ever tried placing an order online? What happened? Share your
experience (probe) - To ascertain shopping experiences online
• Why have you never bought online? Security, Inertia, some other reason
(probe gently, in depth) - To find out what all deters respondents from
shopping online
• Awareness about sales promotions, other schemes run by the store
• General likes and dislikes about online purchasing. Bad experiences if
any? –Detailed Discussion

BUYER

• Could you tell me about your daily schedule?

• Have you visited any online apparel shopping stores?
• How did you come to know of it?
• To find out what influences the customer to go to the site.
• When did you make your first purchase? Details of purchase, type of
product, value of transaction? Subsequent purchases? Time spent on
transaction? - To ascertain purchasing habits of the respondent
• Discuss the stores they visited, its merits and demerits - To get a general
feeler into what the respondent feels about an online store.
• What was the overall experience of shopping for apparels online
• Unfulfilled expectations from online purchasing experience (probe,
detailed discussion)
• Experiences with the stores, with respect to delivery, response and
feedback. (detailed discussion)
APPENDIX 2: IN- DEPTH INTERVIEW TRANSCRIPTS
 APPENDIX 3: QUANTITATIVE QUESTIONNAIRE

3:
Neither 5:
1: 4:
Agree Strongly
Strongly 2: Agree Disagre
nor Disagre
Agree e
Disagre e
e

Easy access to
wider information

Can customise
level of detailed
information
required

Can browse
Internet for 24
hours a day, every
day

Broad range of
products available
on the Internet

Reduce need for

intermediaries

Shipping cost
clearly stated

Product prices
clearly stated

Special offers
clearly stated
 3:
Neither 5:
1: 4:
Agree Strongly
Strongly 2: Agree Disagre
nor Disagre
Agree e
Disagre e
e

Customer service
contact number
clearly stated

Web pages are

updated
frequently

More interesting
sales promotional
activities

Web pages are

loaded faster

No crowd of
people shopping

No traffic jam

No hassle of
queuing to
counter for
payment

Reduced waiting
time for searching
products

Convenient
ordering process
 3:
Neither 5:
1: 4:
Agree Strongly
Strongly 2: Agree Disagre
nor Disagre
Agree e
Disagre e
e

More product
variety for
selection

Orders are
delivered in good
quality

Better product
return service

Orders are
delivered on time

More convenience
shopping on the
Internet

Owning a credit
card

Need lesser
movements to find
products

Availability of
products on the
Internet that
cannot be found
locally

1: 2: Agree 3: 4: 5:
 3:
Neither 5:
1: 4:
Agree Strongly
Strongly 2: Agree Disagre
nor Disagre
Agree e
Disagre e
e

Neither
Agree Strongly
Strongly Disagre
nor Disagre
Agree e
Disagre e
e

My database may
be sold to other
people

My personal
information may
be shared with
other businesses
without my
consent

Internet sellers
may overcharge
my credit card

Others may
intercept my
message

Misuse of my
personal
information by
Internet
merchants
 3:
Neither 5:
1: 4:
Agree Strongly
Strongly 2: Agree Disagre
nor Disagre
Agree e
Disagre e
e

Uncomfortable
giving my credit
card number on
the Internet

Overloaded
unwanted
messages sent by
people

Product may be
delivered to
another person

I don't trust digital

signature

Limited credit card

company offers
online payment

I prefer to support
local businesses

No knowledge on
digital signature

Cannot see the

real product

Difficult to judge
product quality
 3:
Neither 5:
1: 4:
Agree Strongly
Strongly 2: Agree Disagre
nor Disagre
Agree e
Disagre e
e

High tax for

overseas order

No after sales
service for product
purchased

Worried of doing
business with un-
reputable firms

Product return
information not
clearly stated

Line congestion

Web pages are

updated rarely

Unavailability of
shipment to
buyers from other
countries

Security
guarantee not
clearly stated

Cannot find the

product desired
 3:
Neither 5:
1: 4:
Agree Strongly
Strongly 2: Agree Disagre
nor Disagre
Agree e
Disagre e
e

Free promotional
gift may not be as
valuable as they
promise

Limited method of
payment

Slow connection
speed

Longer time taken

to download
information

No credit card

Longer delivery
time involved

Non-disclosure of
complete
company
information

Non-disclosure of
complete product
information
 APPENDIX 4: DEMOGRAPHIC RESULTS OF QUANTITATIVE STUDY

Done

What motivates you to buy apparels online? *Rank the statements from 1
(Strongly Agree) to 5 (Strongly Disagree)

Done

What prevents you from buying apparels online? *Rank the statements from 1
(Strongly Agree) to 5 (Strongly Disagree)

Have you ever bought clothes online?

 Ye 23
30
s %

10 77
No
2 %

People may
select more
than one
checkbox, so
percentages
may add up
to more than
100%.

Gender

7 58
Male
7 %

Femal 5 42
e 5 %

People may
select more
than one
checkbox, so
percentages
may add up
to more than
100%.

Age Group
 less than 30 11 89
years 7 %

31-40 years 5 4%

more than 40
10 8%
years

People may select more

than one checkbox, so
percentages may add
up to more than 100%.

Since when have you been using Internet

less than 2
1 1%
years

2 to 5 years 6 5%

2 22
5 to 7 years
9 %

more than 7 9 73
years 6 %

People may select

more than one
checkbox, so
percentages may add
up to more than
100%.

How many hours a day do you spend Online?

 less than 2 1 11
hours 4 %

5 42
2 to 5 hours
6 %

2 20
5 to 8 hours
7 %

more than 8 3 27
hours 5 %

People may select more than

one checkbox, so percentages
may add up to more than
100%.

People may select more than

one checkbox, so percentages
may add up to more than 100%.
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Text

Paragraph text

Multiple choice

Checkboxes

Choose from a list

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Other

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 APPENDIX 5: FACTOR ANALYSIS TABLE FOR DRIVERS

component
variables
1 2 3 4 5 6 7
1. access to vast information
0.804
1. customizable and detailed
information requirement
0.77
2. Internet availability
throughout the day
0.667
3. wide range of items
available
0.665
4. abridged requisite for
mediators
0.595
5. delivery price mentioned
0.537
6. Merchandize prices
mentioned
0.813
7. Special deals and offers
mentioned
0.806
8. shopper service contact
number mentioned
0.75
9. Websites are modernized
frequently
0.731
10. supplementary eye-catching
promotions
0.625
11. Websites get loaded fast
0.506
12. No crowds to handle
0.797
13. No traffic congestions
0.742
14. No harassment of queues for
payment
0.732
15. Reduced waiting time for
searching products
0.502
16. Convenient ordering process 0.75
 1
17. Additional product ranges to
0.74
select from
6
18. Delivery of orders is in good
0.71
quality
5
19. Product return options 0.59
7
20. Orders adhere to delivery
0.79
time promised
4
21. More convenient to shop on
0.79
the Internet
4
22. Credit-card ownership
0.57
23. Requires lesser movement
0.58
to locate goods
5
25. Availability of products on
the World Wide Web that cannot
be found locally 0.5

13.26 1.37 1.08 1.06

Total Initial Eigen Values 7 3.187 1.82 1.53 4 7 5
14.54 13.62 10.54 9.20 6.02 3.39
% Rotation Sum of Squares 7 3 5 3 8 4.05 8
 APPENDIX 6: FACTOR ANALYSIS TABLE FOR BARRIERS

1.My data can be sold to

others
0.805
2. My personal
information may be
shared with other
businesses without my
consent
0.787
3. Others can seize my
communication
0.694
4. My credit card possibly
will be over-charged
0.691
5. Wrong use of my
personal information by
Internet merchants
0.687
6. Uncomfortable giving
my credit card number
on the World Wide
Web
0.634
7. I might get overloaded
by unwanted spam
0.656
8. Product delivery to
someone else
0.521
9. I don't trust digital-
signature
0.762
10. Limited credit card
organization offer
online payment
0.612
11. I prefer indigenous
businesses
0.592
12. No familiarity with
digital-signatures
0.557
13. Can’t see the actual
product
0.503
14. Product quality is tough
0.70
to evaluate
9
15. Higher taxes for
0.67
foreign orders
8
16. Limited post purchase
0.63
support
6
17. anxious about buying
0.57
from un-reputed firms
2
18. information on product
0.50
return not mentioned
8
19. Congestion of website 0.69
1
20. Web pages are not up-
0.67
to-date
5
21. Unavailability of
shipment to purchasers
0.64
from other countries
7
22. Security undertaking
0.60
not mentioned
2
23. Can’t trace the desired
0.57
product
3
24. Freebie item not useful 0.55
1
25. Payment methods are a
0.54
limitation
1
26. Slow speed of net
0.66
connection
4
27. time taken for
downloading
0.60
information is long
2
28. No credit-card
0.66
ownership
9
29. deliverance time is long 0.52
 5
30. Complete organization
information is not
0.81
disclosed
1
Accurate product
0.80
information is not
available 3

17.11 1.87 1.40 1.31 1.10 1.08 1.02

total initial eigen value 1 2.537 1 1 2 1 8 9
13.19 11.27 9.91 9.00 5.94 4.51 4.31 4.23
% rotation sum of squares 4 3 1 5 3 2 8 1