ASSIGNMENT ON
RESEARCH METHODOLOGY
Topic: A STUDY ON ONLINE SHOPPING
BEHAVIOR AMONG STUDENTS
Submitted To, Submitted By,
Asst. Prof. Nisha Ann Jacob Group 3
School of Managemet, DIST Anshy Cristeena, Anusree P.A,
Arya A.S, Christeena Mendez
MHRM 19
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A STUDY ON ONLINE SHOPPING BEHAVIOR AMONG STUDENTS
OBJECTIVES OF THE STUDY
⮚ To study the Online Shopping behavior pattern of students.
⮚ To study the factors affecting the Online Shopping behavior of students.
⮚ To identify their preferences towards different e-shopping websites and the features of
websites in general.
⮚ To study the satisfaction level towards online shopping.
SAMPLE
Sample Size: 30
Sampling Unit: Students of De Paul College (belonging to the age group of 20- 25)
Sample Procedure: Convenience Sampling
Sampling Method: Questionnaire
Research Design: Descriptive research design
Survey Area: De Paul College
LITERATURE REVIEW
Ms. Neha Gupta and Dr. Deepa Bhatnagar (2017) has conducted a study on online
shopping behaviour among students. The objective of the study is to find the behaviour and
factors influencing to buy the product. Research methodology used was both primary and
secondary data. Sample size in this data was [Link] procedure used in this was simple
random sampling. From this research they had come into a conclusion that having online
shopping has truly revolutionized and influenced our society as whole. Factors analysis result
reveal that experimental uniqueness, customer service and convenience tend to three
significant dimensions.
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Dr. Pawan Kumar (2017) has carried out a study on online shopping behaviour among
students with special reference to Ludhiana, Punjab, India. The objective of the study is to
understand the online buying behaviour of youth in India and the factors those contribute to
online shopping. Research design used in this study is non- probability sampling technique as
it’s based on questionnaire. The sample size has been restricted to [Link] unit consist
of young consumers from Patiala. Methods of data collection include both primary and
secondary data. Its clear from the study that students are those who mostly go for online
shopping. There are several factors such as quality of products, delivery time etc. finding of
the study is that online shopping is grown in positive manner among the students.
Wang, Liu and Cheng (2008) conducted a study on the Influencing Factors of Online
Shopping and documented that consumers think it to be risky to make online payments. The
consumers were also expecting a higher level of privacy in online shopping. This study w as
conducted in China and the Chinese consumer’s experience with the internet and computer
skill was also found a factor influencing the consumer behaviour.
Norazah Suki and Norbayah Suki (2009) conducted a study on ‘Cellular Phone Users’
Willingness to Shop Online’. The study suggested that marketers should propose more on
attractive promotion such as advertisements or discounts through the web.
Chowdhury and Ahmad (2011) conducted a study on ‘factors affecting consumer parti
ipation in online shopping in Malaysia’. The major focus of the study was to describe the
relationship between independent variables and dependent variable using Pearson’s
correlation method. The limitation of this study was that it only used four variables in
explaining the consumer participation but did not take to her important variables into account
(e.g., cost switching vendors and the presence of third party. The study provides a useful
insight on the significant role of trust in students for online shopping.
A study on ‘Factors that Influence Customers Buying Intention on Shopping Online’.
The variables that were tested included usefulness of internet shopping, ease of use,
compatibility, privacy, security, normative beliefs, self-efficacy, attitude and student’s buying
intention. Pearson correlation analysis provide d statistical information about the relationship
of each independent variable with dependent variables. It was studied that web advertising
favourably influences the purchasing of a company’s products.
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QUESTIONNAIRE FOR DATA COLLECTION
GENDER: AGE (20-25):
Q1. Do you like to shop online?
a) Yes b) No (then jump to Q16)
[Link] yes, how often do you make online purchase?
a) Once in a month b) Once in 2-3 months c) More than once in 6 months
d) 1-3 times in a year e) As & when required
[Link] is the average amount that you spend per purchase while shopping online?
a) Up to 500 b) Rs 500- 1000 c) Rs 1000-5000 d) Above Rs 5000
Q4. Generally, when do you prefer making online purchase?
a) During Festive season b) During heavy discount period offers (online shopping
festival) c) Depends upon mood or desire d) As & when required
Q5. How do you make payments mostly when shopping online?
a) Debit Card b) Credit Card c) Cash on Delivery
d) Third Party (e.g. PayPal, Paytm wallet etc)
Q6. Rank your purchase when you go for online shopping?
a) Apparels b) Electronic Goods c) Accessories
d) Books e) Beauty & personal care products f) Footwear
g) Tickets (Railways or airways) h) Luggage/Bags
Q7. Which of the following websites do you prefer for online shopping?
a) [Link] b) Amazon. In c) [Link]
d) [Link] e) Others (please specify............)
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[Link] medium do you prefer for online shopping?
a) Laptop/P.C b) Smartphone c) Tablet
Q9. What is/are the reason(s) for e-shopping?
a) Saves money b) Saves time c) Convenient d) Range and
availability of products e) Others (please specify.............)
[Link] you ever felt any problem in online purchase?
a) Yes b) No
If yes, what kind of problem(s)?
a) Delay in delivery b) Cheap quality c) Damaged product d) Non-
Delivery (address problem) e) Others (please specify..........)
Q11. How do you rate your experience of online purchase?
a) Very much satisfied b) Satisfied c) Not satisfied d) can’t say
Q12. Do you feel secure when shopping online?
a) Yes b) No
[Link] cash on delivery option influences you to go for online shopping?
a) Yes b) No
Q14. How do you like to do online shopping?
a) Through e-shopping websites or browser b) Through e-shopping app
Q15. Features you think are necessary for an online shopping website to have?
a) Social networking integration b) Multiple payment gateways (debit card, credit
card etc.) c) Privacy & secure checkout d) Customer friendly e) Credibility
f) Customer care service g) Comparison between sites
h) others (please specify......)
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Q16. Rank the factors which you consider important in refraining/stopping you from
shopping online?
a) Risk of identity theft (hacking) b) Risk of not getting what you paid
for c) Difficulty in returning products/items d) Waiting to
receive the product (delivery issues) e) Complex compared to traditional shopping
f) Lack of trust worthiness of vendors g) Not being able to touch & see products
h) More expensive than sold in retail store
Q17. Do you think the feature of “tracking the order” is an important factor influencing the
online shopping decision?
a) Yes b) No
[Link] “free shipping” option motivates you to shop online?
a) Yes b) No
[Link] you visit retail stores before purchasing a product online?
a) Yes b) No
Q20. Do you search for complete information about the product on the net before making
online purchase?
a) Yes b) No
Q21. Do you want to add any new category of your choice in the list of e-shopping
categories?
a) Yes b) No
If yes, then please name...........................................................................................................
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Gender
63.3% of the respondent were female and 36.7% were male.
Age
34% of the students belong to age of 22 followed by 22% to age 23 and 20% age 21.
Q1. Do you like to shop online?
a) Yes b) No (then jump to Q16)
Interpretation: 94.1% of the respondents like online shopping and rest of the 5.9% dislike
online shopping.
Q2. If yes, how often do you make online purchase?
a) Once in a month b) Once in 2-3 months c) More than once in 6 months
d) 1-3 times in a year e) As & when required
Interpretation: about 40.8% of the respondents shop as & when they required 22.4% shop
once in 2-3 months rest of them have 12.2% each.
Q3. What is the average amount that you spend per purchase while shopping online?
a) Up to 500 b) Rs 500- 1000 c) Rs 1000-5000 d) Above Rs 5000
Interpretation: 63.3% of students spend an average of Rs. Up to 500 per purchase while
shopping online followed by 22.4% who like to spend Rs.500-1000.
Q4. Generally, when do you prefer making online purchase?
a) During Festive season b) During heavy discount period offers (online shopping
festival) c) Depends upon mood or desire d) As & when required
Interpretation: 36.7% of students prefer to shop online during festive season, 32.7% of
students shop during heavy discount period followed with 24.5% of the students shop online
depending upon mood or desire.
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Q5. How do you make payments mostly when shopping online?
a) Debit Card b) Credit Card c) Cash on Delivery
d) Third Party (e.g. PayPal, Paytm wallet etc)
Interpretation: 63.3% of students make cash on delivery when shopping online and 32.7%
would do using debit card and 12.2% of the with third party and rest of the 6.1% with credit
card.
Q6. Rank your purchase when you go for online shopping?
a) Apparels
b) Electronic Goods
c) Accessories
d) Books
e) Beauty & personal care products
f) Footwear
g) Tickets (Railways or airways)
h) Luggage/Bags
interpretation: most of the students are interested in purchasing accessories followed by
beauty and personal care products, electronic goods and least rank is for purchasing books.
Q7. Which of the following websites do you prefer for online shopping?
a) [Link] b) Amazon. In c) [Link]
d) [Link] e) Others (please specify............)
Interpretation: majority of the students prefer [Link] 79% and 64.6% people purchase
from [Link] and rest of the population go for other apps.
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[Link] medium do you prefer for online shopping?
a) Laptop/P.C b) Smartphone c) Tablet
b) Interpretation: majority of the students 93.8 % prefer smartphones for purchase and rest of
the 6.3% purchase from laptop.
Q9. What is/are the reason(s) for e-shopping?
a) Saves money b) Saves time c) Convenient d) Range and availability of products
e) Others (please specify.............)
Interpretation: 70.8% find e-shopping time saving, rest of the option has 41.7% each
[Link] you ever felt any problem in online purchase?
a) Yes b) No
If yes, what kind of problem(s)?
a) Delay in delivery b) Cheap quality c) Damaged product d) Non-Delivery (address
problem) e) Others (please specify..........)
Interpretation: 56% of students respond that they felt problem on online purchase and rest of
the 43.8% doesn’t. The major problem they faced is cheap quality product and delay in
delivery.
Q11. How do you rate your experience of online purchase?
a) Very much satisfied b) Satisfied c) Not satisfied d) Can’t say
interpretation: 83.3% of students rate that they are satisfied on the experience from online
purchase
Q12. Do you feel secure when shopping online?
a) Yes b) No
Interpretation: majority of the respondent (87%) feel secure while they shop online and rest
of the 37% feel unsecured.
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[Link] cash on delivery option influences you to go for online shopping?
a) Yes b) No
Interpretation: 76.6% of the students are influenced by the cash on delivery option and 23.4%
are influenced by other features.
Q14. How do you like to do online shopping?
a) Through e-shopping websites or browser b) Through e-shopping app
Interpretation: 78.7% of the respondents shop through e- shopping websites or browsers and
21.3% shop through the application.
Q15. Features you think are necessary for an online shopping website to have?
a) Social networking integration
b) Multiple payment gateways (debit card, credit card etc.)
c) Privacy & secure checkout
d) Customer friendly
e) Credibility
f) Customer care service
g) Comparison between sites
h) others (please specify......)
interpretation: 59% of the respondents think privacy and security is the necessary feature for
online shopping websites and 45.5% think customer friendly and customer care service is
necessary 38.6% think credibility 31.8% think multiple payment gates 22.7% think social
networking integration.
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Q16. Rank the factors which you consider important in refraining/stopping you from
shopping online?
a) Risk of identity theft (hacking)
b) Risk of not getting what you paid for
c) Difficulty in returning products/items
d) Waiting to receive the product (delivery issues)
e) Complex compared to traditional shopping
f) Lack of trust worthiness of vendors
g) Not being able to touch & see products
h) More expensive than sold in retail store
Interpretation: respondent gives 1st rank to delivery issue they consider it as the factor which
stop you from online shopping ,2nd ranked risk of not getting what you paid for and 3rd ranked
risk of theft.
Q17. Do you think the feature of “tracking the order” is an important factor influencing the
online shopping decision?
a) Yes b) No
Interpretation: 87.2% respondent believe that track record is an important factor influencing
the online shopping decision and 12.8% doesn’t believe on it.
[Link] “free shipping” option motivates you to shop online?
a) Yes b) No
Interpretation: 85.1% students are motivated from the option free shipping and rest of the
14.9% doesn’t get motivated from it.
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[Link] you visit retail stores before purchasing a product online?
a) Yes b) No
Interpretation: 57.4% of the respondent visit retail stores before purchasing a product online
and 42.6% doesn’t visit.
Q20. Do you search for complete information about the product on the net before making
online purchase?
a) Yes b) No
Interpretation: 89.4% respondent search for complete information about the product on the
net before making online purchase and 10.6% doesn’t search before shopping.
Q21. Do you want to add any new category of your choice in the list of e-shopping
categories?
a) Yes b) No
interpretation: 78.35 of the doesn’t want to add any new category of your choice in the list of
e-shopping categories and 21.7% needs to add choice.
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FINDINGS AND SUGGESTIONS
FINDINGS OF THE STUDY
94.1% of the respondents like online [Link] means most of the students like
online shopping.
Majority of the students prefer flipkart and amazon for online shopping.
Majority of the students prefer e-shopping for time [Link] these increases the
satisfaction level of students.
Majority of the respondent (87%) feel secure while they shop online.
Majority of respondent search for complete information about the product on the net
before making online purchase.
During Festive season and heavy discount period offers majority of respondents
prefer online [Link] they have get less price product that time.
SUGGESTIONS
On the basis of the findings of our research we would like to give the following suggestions;
During Festive season and heavy discount period offers majority of respondents
prefer online [Link] they have get less price product that [Link] if they
continously purchase they get more offers.
Most of the students are interested in purchasing accessories followed by beauty and
personal care products, electronic goods and least rank is for purchasing [Link] if they
increase their purchase for books they get more benefits.
The major problem faced by respondents is cheap quality product and delay in
[Link] the quality of products and timings should be improves,the students were attract
more.
Majority of the (83.3% )of students rate that they are satisfied on the experience from
online [Link] through online shopping they can save time.
Most (57.4%) of the respondent visit retail stores before purchasing a product online
42.6% doesn’t [Link] there is trust maintain for retails stores, they purchase more.
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CONCLUSION
Online shopping is becoming more popular day by day with the increase in the usage of
World Wide Web known as WWW. Understanding customer’s need for online selling has
become challenge for marketers. .The e-commerce market has a great potential for youth
segment. If the demographic features are considered carefully then it can be easily identified
that maximum number of respondents of online shopping are lying in age group of 18- 25
years.
The buying behaviour of youth can be elaborated through findings
obtained through survey. By focusing on various factors identified in this study, the corporate
can make their marketing strategies in better [Link] is clear from the study that students are
those who mostly go for online shopping. There are several factors such as quality of
products, delivery time, products checking on the spot, return policy etc. which customer
look before online shopping. So the online websites must look after those factors to be
successful and retain the customers. Finding of the study is that online shopping is grown in
positive manner among students and decision of demonetization will help the online websites
to attract more and more customers.
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