A Study On Buying Behaviour Of The Consumer In

Online Shopping With Reference To Textile Product

Submitted in partial fulfillment of the requirements for the award of

Bachelor of Commerce

By SUDHARSAN B

REGISTER NO: 2113141043032

DEPARTMENT OF COMMERCE, GURU NANAK

COLLEGE

GURU NANAK SALAI, VELACHERY CHENNAI-600042, TAMILNADU

DECLARATION

I SUDHARSAN B(Reg. No.) 2113141043032 hereby declare that the

Project Report entitled
 A Study On Buying Behaviour Of The Consumer In
Online Shopping With Reference To Textile Product

WITH REFERENCE TO textile industry done by me under the guidance

of MR. [Link] is submitted in fulfillment of the requirements for
the award of Master of Commerce Degree

DATE:

PLACE:

SUDHARSAN B
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of

Management of GURU NANAK COLLEGE for their kind encouragement in
doing this project and for completing it successfully. I am grateful to
them.

I convey my thanks to Dr. [Link]

[Link],[Link],MBA,PGDHE.,Ph.D.,SET Dean – School Commerce and Dr.
J Saranya [Link]., [Link]., M.B.A., Ph.D., Head of the Department
studies for providing me necessary support and details at the right
time during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my

Project Guide MR. V. KARTHIK M.A., [Link]. M.B.A, [Link]., Ph.D. For
his guidance, suggestions and constant encouragement paved way for
the successful completion of my project work.

I wish to express my thanks to all Teaching, Non-teaching staff

members of the Department of Commerce who were helpful in many
ways for the completion of the project.
 TABLE OF CONTENTS
CHAPTER NO. TIT PAGE
LE NO
ABSTRACT I
LIST OF TABLES Ii
LIST OF CHARTS iii
1 INTRODUCTION
1.1 Introduction 5
1.2 Industry Profile 11
1.3 Need for the Study 15
1.4 Scope and Significance of Study 16
1.5 Objectives of the Study 17
1.6 Limitations of the Study 18
2 REVIEW OF LITERATURE 18
3 RESEARCH METHODOLOGY
3.1 Research Design 21
3.2 Sampling Technique 22
3.3 Sources of Data 22
3.4 Structure of Questionnaire 23
3.5 Sample Size 23
3.6 Period of Study 23
3.7 Hypothesis/ Analytical Tools 23
4 DATA ANALYSIS AND INTERPRETATION
4.1 percentage test 25
4.2 Independent t test 46
4.3 Anova 47
5 FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 Findings of the Study 51
5.2 Suggestions 54
5.3 Conclusion 55
REFERENCES 56
BIBLIOGRAPHY 57
APPENDIX – I (Questionnaire) 60
APPENDIX – II (Article) 64
 ABSTARCT

E-commerce has made life simple and innovative of individuals and groups;
consumer Behaviour in online shopping is different from the physical market
where he has access to see the product. The purpose of the research was to
study the consumer behaviour in online shopping of electronics products.
The main research question inhow consumers behave while shopping online.
Primary data was collected through the questionnaire survey and by emails
from personal [Link], time saving and convenience were identified as
important factors which lead to certain buying behaviour in online shopping.
The www is rebuild around people where social circles influence and lead to
online buying. The main advantage of e-commerce over traditional
commerce is the user can browse online shops, compare prices and order
merchandise sitting at home on their PC .For increasing the use of e-
commerce in developing countries the B2B e-commerce is implemented for
improving access to global markets for firms in developing countries. For a
developing country advancement in the field of e-commerce is essential. The
research strategy shows the importance of the e-commerce in developing
countries for business applications.

Keywords: consumer behavior, satisfaction, consumer influence

 LIST OF TABLES
TAB PARTICULAR PAGE
LE S NO.
NO.
4.1 Percentage Analysis showing the Age Group of the
Respondents 32
4.2 Percentage Analysis shows the Gender of the
Respondents 33
4.3 Percentage Analysis shows the Level of education of the
respondents 34
4.4 Percentage Analysis shows the Monthly
Income of the respondents 35
4.5 Percentage Analysis shows Which website you prefer to
buy clothing items 36
4.6 Percentage Analysis shows How often do you shop
apparel online 37
4.7 Percentage Analysis shows How long have you been
shopping online 38
4.8 Percentage Analysis shows Mani Reason for buying
apparel in online 39
4.9 Percentage Analysis shows How much do you spend on
apparel 40
4.10 Percentage Analysis shows Which online store has a
better customer friendly 41
exchange/return/replacement/return policy
4.11 Percentage Table showing which have more swift
delivery system 42
4.12 Percentage Analysis shows What are the main barriers
which keep you away from shopping online 43
4.13 Percentage Analysis shows What are the problem faced
after purchase of Apparel in online 44
4.14 Percentage Analysis shows is Detail information is
available while shopping in online 45
4.15 Percentage Table showing It is easy to choose
and make compare with other products while 46
shopping online
4.16 Percentage Analysis shows is online shopping takes less
time to purchase 47
4.17 Percentage Analysis shows Is price is a important
thing that people prefer shopping in online 48
Percentage Analysis shows that I prefer to buy from 49
4.18 website that provides me with quality of information

4.19 Percentage Analysis shows Do you agree that offers

provided in online shopping is satisfactory 50
4.20 Analysis shows Have you return the apparel product
that you have bought 51
 LIST OF CHARTS

CHART PARTICULAR PAGE

NO S NO
4.1 The Age Group of the Respondents 32

4.2 The Gender of the Respondents

33
4.3 The Level of education of the respondents
34
4.4 The Monthly Income of the respondents 35

4.5 Which website you prefer to buy clothing items

36
4.6 How often do you shop apparel online
37
4.7 How long have you been shopping online
38
4.8 Main Reason for buying apparel in online
39
4.9 How much do you spend on apparel
40
4.10 Which online store has a better customer
friendly exchange/return/replacement/return 42
policy
4.11 which have more swift delivery system 42

4.12 What are the main barriers which keep you away
from shopping online 43
4.13 What are the problem faced after purchase of
Apparel in online 44
4.14 It is easy to choose and make compare
with other products while shopping online 45
4.15 It is easy to choose and make compare
with other products while shopping online 46
4.16 Does online shopping takes less time to purchase
47

4.17 Is price is a important thing that people prefer

shopping in online 48

4.18 I prefer to buy from website that provides me

with quality of information 49

4.19 Graph showing Do you agree that offers

provided in online shopping is satisfactory 50

4.20 Have you return the apparel product that you

have bought 51
 CHAPTER -1

INTRODUCTION OF ONLINE SHOPPING

Online Shopping is a form of electronic commerce where by consumers

directly buy good or services from a seller over the internet without an
intermediary service. Online Shopping becomes more popular into people’s
daily life lot of people prefer online shopping to normal shopping. Online
shopping is easy and convenient for people to pickup the product they want
using internet people just need to click the mouse to finish the whole
shopping process.

Online shopping makes shopping easy and life become easy too. There are
various reasons of shifting the customers buying patterns towards online
retail shop. The facility of comparing your product with competitive products
on the basis of price, colour, size and quality is one of the biggest benefits of
online shopping. The internet has transformed the way companies, including
retailers, do business. Nowadays, it has allowed retailers to customize and
transform their offering to the customers in addition to reinstating their
competitive positioning.

The internet is considered to be a rich retail channel as it allows two-

way communication. The customers can learn details about the product’s
relevant features and place an online order, while the retailer can relatively
easily learn about the buying preferences of their customers. Some of the
main advantages are that the internet allows retailers to broaden their target
markets, facilitate smoother communication with the customers, extend the
product lines, increase cost efficiency and provide customized offers to the
customers. Of the wide array of products available for sale online, one of the
most common products being bought is clothing. In this paper, I have tried to
find out the main factors that encourage customers to buy clothing online
and how these eventually influence their choices Generally, online purchases
of other products such as books, shoes and even electronic items appear to
be more common. However, clothing has been chosen specifically because
there has not been a lot of research into the factors that influence the buying
of clothes. I will also try to find out whether the features of the website have
an impact on people’s selection of a particular
e-store. These include, among others, whether people were referred to the
website by someone they know, looking into the elements associated with
word-of-mouth marketing, the impact of online reviews on choice of e-store,
ease of use of the website and its perceived trustworthiness. In the following
sections I discuss the methods I used for data collection, the analysis of the
data and the conclusions reached. Online purchasing behavior is the act in
which consumers actually pay for goods over the Internet. Many consumers
are hesitant to buy online, and more than half abandon their selections
before payment occurs . For apparel purchases, this fear of purchasing may
be related to many factors, including perceived financial or product risk .
However, due to convenience , good price, and product variety, consumers
used Internet for product purchasing as well as information search.

The present research intends to discover how innovativeness of the

consumer is related to information search and purchasing behavior.
Customers’ attitude toward online shopping for services depends on
familiarity with the service provider and customers’ experience with the
Internet. state that customers’ attitudes toward online shopping was not only
affected by ease of use, usefulness, and enjoyment, but also by exogenous
factors like customer personality, However, it should also be noted that
traditional shopping is still equally relevant to their tailing business.

ADVANTAGES OF ONLINE SHOPPING

Online shopping is a form of electronic commerce whereby consumers

directly buy goods or Services from a seller over the Internet without an
intermediary service.

Easy to Find: Finding a product online is¬ much easier than looking for it in
the local store. You can search any product easily by using the search engine
feature of an online shopping website. But in store you have to look for it
until you find it.

Products can be cheaper: Sometime a¬ product can be much cheaper in

another country than your country. In this case it would be wise to shop
online to save some money.
Save time and energy: You don't have to¬ waste your time in going to store
and standing in front of the crowd. Freedom of choice: Freedom of choice is ¬
very high in online than shopping from a nearby store. In online you can
choose the product you are looking, from a vast range of products.

DISADVANTAGES OF ONLINE SHOPPING

Delay: The main disadvantage of online¬ shopping is, you cannot receive the
product immediately. You have to wait until the product arrives. Sometime it
is better to have an item instantly than keep waiting for it for many days. I
would prefer to buy an item instantly if the delivery time is too long .

Inferior product: You don't know about the¬ actual quality of the product.
Sometimes the description of the product might be different than the actual
product. As a result you might end up with inferior quality product.

Return problem: Returning an item is difficult in case of online shopping.

Although seller accepts sells return, they usually want the item within a short
period of time and you also have to pay for the shipping charges.

Warranty issues: Many electronic items are¬ sold without international

warranty. So make sure you contact with the seller to verify whether the
item has international warranty or not.

SHOPPING CART

Simple shopping cart systems allow the off-line administration of products

and categories. The shop is then generated as HTML files and graphics that
can be uploaded to a webspace. The systems do not use an online database.
A high-end solution can be bought or rented as a stand-alone program or as
an addition to an enterprise resource planning program. It is usually installed
on the company's web server and may integrate into the existing supply
chain so that ordering, payment, delivery, accounting and warehousing can
be automated to a large extent. Other solutions allow the user to register
and create an online shop on a portal that hosts
multiple shops simultaneously from one back office.
Examples are BigCommerce, Shopify and FlickRocket. Open source shopping
cart packages include advanced platforms such as Interchange, and off-the-
shelf solutions such as Magento, os Commerce, Woo Commerce, PrestaShop,
and Zen Cart. Commercial systems can also be tailored so the shop does not
have to be created from scratch. By using an existing framework, software
modules for various functionalities required by a web shop can be adapted
and combined

USER INTERFACE

The most important factors determining whether customers return to a

website are ease of use and the presence of user-friendly features. Usability
testing is important for finding problems and improvements in a web site.
Methods for evaluating usability include heuristic evaluation, cognitive
walkthrough, and user testing. Each technique has its own characteristics
and emphasizes different aspects of the user experience .

INFORMATION LOADS

Designers of online shops are concerned with the effects of information load.
Information load is a product of the spatial and temporal arrangements of
stimuli in the web store. Compared with conventional retail shopping, the
information environment of virtual shopping is enhanced by providing
additional product information such as comparative products and services,
as well as various alternatives and attributes of each alternative, etc. Two
major dimensions of information load are complexity and novelty.
Complexity refers to the number of different elements or features of a site,
often the result of increased information diversity. Novelty involves the
unexpected, suppressed, new, or unfamiliar aspects of the site. The novelty
dimension may keep consumers exploring a shopping site, whereas the
complexity dimension may induce impulse purchases
 ONLINE SHOPPING OVERVIEW

One of the great benefits of online shopping is the ability to read product
reviews, written either by experts or fellow online shoppers. The Nielsen
Company conducted a survey in March 2010 and polled more than 27,000
Internet users in 55 markets from the Asia-Pacific, Europe, Middle East, North
America, and South America to look at questions such as "How do consumers
shop online?", "What do they intend to buy?", "How do they use various
online shopping web pages?", and the impact of social media and other
factors that come into play when consumers are trying to decide how to
spend their money on which product or service. According to the research,
reviews on electronics (57%) such as DVD players, cellphones, or
PlayStations, and so on, reviews on cars (45%), and reviews on software
(37%) play an important role in influencing consumers who tend to make
purchases online. Furthermore, 40% of online shoppers indicate that they
would not even buy electronics without consulting online reviews first.
In addition to online reviews, peer recommendations on online shopping
pages or social media websites play a key role for online shoppers when they
are researching future purchases. 90% of all purchases made are influenced
by social media.

CONSUMER BEHAVIOUR
Consumer behavior is the study of individuals, groups, or organizations and
the processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society. “
Consumer behavior of every individual is different from other depending on
buying choices which is influenced by buying habits and choices that are
turn tampered by psychological and social drivers that affect purchase
decision process.
Consumer behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to
satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying
motives for those actions. Consumer behaviour blends elements from
psychology, sociology, social anthropology, marketing and economics,
especially behavioural economics. It examines how emotions, attitudes and
preferences affect buying behaviour.

Consumer behaviour towards online shopping is a field of interest for both

scholars and professionals because internet has greatly influenced the
preferences and buying pattern of customers. Internet is changing the way
consumers shop andbuy goods and services, and has rapidly evolved into a
global phenomenon. This study focusing understand the preference of
consumers in the perspective of value of goods. The customers arevery
rational in this global world. They are not ready to buy goods which having
higher value, because some dilemma about quality of the product. The
purpose of this research is primary to identify and get insight into the value
of products plays a vital role on online consumer while booking and
purchasing goods and services.

INDUSTRY PROFILE
The Indian textile industry is one of the largest in the world with a massive
raw material and textiles manufacturing base. Our economy is largely
dependent on the textile manufacturing and trade in addition to other major
industries. About 27% of the foreign exchange earnings are on account of
export of textiles and clothing alone. The textiles and clothing sector
contributes about 14% to the industrial production and 3% to the gross
domestic product of the country. Around 8% of the total excise revenue
collection is contributed by the textile industry. So much so, the textile
industry accounts for as large as 21% of the total employment generated in
the economy. Around 35 million people are directly employed in the textile
manufacturing activities. Indirect employment including the manpower
engaged in agricultural based raw-material production like cotton and
related trade and handling could be stated to be around another 60 million.

A textile is the largest single industry in India (and amongst the biggest in
the world), accounting for about 20% of the total industrial production. It
provides direct
employment to around 20 million people. Textile and clothing exports account for one-
third of the total value of exports from the country. There are 1,227 textile mills with a
spinning capacity of about 29 million spindles. While yarn is mostly produced in the
mills, fabrics are produced in the powerloom and handloom sectors as well. The Indian
textile industry continues to be predominantly based on cotton, with about 65% of raw
materials consumed being cotton. The yearly output of cotton cloth was about 12.8
billion m (about 42 billion ft). The manufacture of jute products (1.1 million metric tons)
ranks next in importance to cotton weaving.

Textile is one of India’s oldest industries and has a formidable presence in

the national economy inasmuch as it contributes to about 14 per cent of
manufacturing value- addition, accounts for around one-third of our gross
export earnings and provides gainful employment to millions of people. They
include cotton and jute growers, artisans and weavers who are engaged in
the organised as well as decentralised and household sectors spread across
the entire country..

1.2.1 Indian Textile Industry Structure and Growth

India’s textile industry is one of the economy’s largest. In 2000/01, the
textile and garment industries accounted for about 4 percent of GDP, 14
percent of industrial output, 18 percent of industrial employment, and 27
percent of export earnings (Hashim). India’s textile industry is also significant
in a global context, ranking second to China in the production of both cotton
yarn and fabric and fifth in the production of synthetic fibers and yarns.

In contrast to other major textile-producing countries, mostly mostly small-

scale, nonintegrated spinning, weaving, cloth finishing, and apparel
enterprises, many of which use outdated technology, characterize India’s
textile sector. Some, mostly larger, firms operate in the “organized” sector
where firms must comply with numerous government labor and tax
regulations. Most firms, however, operate in the small-scale “unorganized”
sector where regulations are less stringent and more easily evaded.
The unique structure of the Indian textile industry is due to the legacy of tax, labor,
and
other regulatory policies that have favored small-scale, labor-intensive
enterprises, while discriminating against larger scale, more capital-intensive
operations. The structure is also due to the historical orientation towards
meeting the needs of India’s predominately low-income domestic consumers,
rather than the world market. Policy reforms, which began in the 1980s and
continued into the 1990s, have led to significant gains in technical efficiency
and international competitiveness, particularly in the spinning sector.
However, broad scope remains for additional reforms that could enhance the
efficiency and competitiveness of India’s weaving, fabric finishing, and
apparel sectors.
Structure Of India’s Textile Industry
Unlike other major textile-producing countries, India’s textile industry is
comprised mostly of small-scale, nonintegrated spinning, weaving, finishing,
and apparel-making enterprises. This unique industry structure is primarily a
legacy of government policies that have promoted labor-intensive, small-
scale operations and discriminated against larger scale firms:

Composite Mills. Relatively large-scale mills that integrate spinning, weaving

and, sometimes, fabric finishing are common in other major textile-producing
countries. In India, however, these types of mills now account for about only
3 percent of output in the textile sector. About 276 composite mills are now
operating in India, most owned by the public sector and many deemed
financially “sick.”

Spinning. Spinning is the process of converting cotton or manmade fiber into

yarn to be used for weaving and knitting. Largely due to deregulation
beginning in the mid- 1980s, spinning is the most consolidated and
technically efficient sector in India’s textile industry. Average plant size
remains small, however, and technology outdated, relative to other major
producers. In 2002/03, India’s spinning sector consisted of about 1,146
small-scale independent firms and 1,599 larger scale independent units.
Weaving and Knitting. Weaving and knitting converts cotton, manmade, or
blended yarns into woven or knitted fabrics. India’s weaving and knitting
sector remains highly
fragmented, small-scale, and labor-intensive. This sector consists of about
3.9 million handlooms, 380,000 “powerloom” enterprises that operate about
1.7 million looms, and just 137,000 looms in the various composite mills.
“Powerlooms” are small firms, with an average loom capacity of four to five
owned by independent entrepreneurs or weavers.
Fabric Finishing. Fabric finishing (also referred to as processing), which
includes dyeing, printing, and other cloth preparation prior to the
manufacture of clothing, is also dominated by a large number of
independent, small scale enterprises. Overall, about 2,300 processors are
operating in India, including about 2,100 independent units and 200 units
that are integrated with spinning, weaving, or knitting units.

Clothing. Apparel is produced by about 77,000 small-scale units classified as

domestic manufacturers, manufacturer exporters, and fabricators
(subcontractors).

Size of Textile Industry in India

The textile industry in India covers a wide gamut of activities ranging from
production of raw material like cotton, jute, silk and wool to providing high
value-added products such as fabrics and garments to consumers.
The industry uses a wide variety of fibres ranging from natural fibres like
cotton, jute, silk and wool to man made fibres like polyester, viscose, acrylic
and multiple blends of such fibres and filament yarn.
The textile industry plays a significant role in Indian economy by providing
direct employment to an estimated 35 million people, by contributing 4 per
cent of GDP and accounting for 35 per cent of gross export earnings. The
textile sector contributes 14 per cent of the value-addition in the
manufacturing sector.
Textile exports during the period of April-February 2003-2004 amounted to
$11,698.5 million as against $11,142.2 million during the same period in the
previous year, showing an increase of around 5 per cent.
Estimates say that the textile sector might achieve about 15 to 18 per cent
growth this year following dismantling of MFA.
 ROLE OF INDIAN TEXTILE INDUSTRY IN THE ECONOMY
Textile industry plays a significant role in the economy. The Indian textile
industry is one of the largest and most important sectors in the economy in
terms of output, foreign exchange earnings and employment in India. It
contributes 20 per cent of industrial production, 9 per cent of excise
collections, 18 per cent of employment in industrial sector, nearly 20 per
cent to the country’s total export earnings and 4 per cent ton the GDP. The
sector employs nearly 35 million people and is the second highest employer
in the country. The textile sector also has a direct link with the rural
economy and performance of major fibre crops and crafts such as cotton,
wool, silk, handicrafts and handlooms, which employ millions of farmers and
crafts persons in rural and semi-urban areas.
India has several advantages in the textile sector, including abundant
availability of raw material and labour. It is the second largest player in the
world cotton trade. It has the largest cotton acreage, of about nine million
hectares and is the third largest producer of cotton fibre in the world. It ranks
fourth in terms of staple fibre production and fourth in polyester yarn
production. The textile industry is also labour intensive, thus India has an
advantage.

NEED FOR THE STUDY

In today’s market there is lot of competition in every sectors especially in
apparel products it is very high. In this way there is a higher pressure on the
companies to know their consumers in a better way. Once the company
understand the requirement of the consumer, they can create a plan of
action to complete successfully and placed their product in the market
according to the taste and choice of the customer.

Buyer behavior is studied to predict buyers’ reaction in markets. If a firm

understands its customers, it becomes successful in the market place. The
success of any business is based on understanding the consumer and
providing the kind of products that the consumer wants.
 The consumer decides what to buy, when to buy and also what not to
buy. One cannot thrust a product on a consumer. A marketer sells what the
consumer wants. So, emphasis is placed on knowing what the consumers’
wants.

Consumers respond favorably while evaluating the products that best

satisfy their needs. A marketer studies how consumers spend their available
resources on the consumption of related items. It includes the study of what
they buy, when they buy it, where they buy it and how often they use it. So,
a knowledge of consumer behavior will be of immense help to the marketer
which will help to satisfy their needs.

STATEMENT OF PROBLEM

As there is a vast development in online shopping in many sectors .There are

some problems that are in textile sectors in online shopping .People are
constantly coming across this problems while purchase clothing products
form online.

Problems like:

product differentiation

Size is not fit to the

customer [Link] lacks

returning policy [Link]

delay

[Link] trouble

These are some of the problems faced by consumer during purchasing or

After purchase
Another important problem faced by the consumer is that there is no trailing
of the clothes where like in a store room outlet were we have trail rooms .
OBJECTIVES OF THE STUDY

o PRIMARY OBJECTIVE:

To study the buying behaviours of consumer towards online shopping in

textile products.

o SECONDARY OBJECTIVE:

To identify the various factors influencing buying behaviours of consumer

on textile products.

To study the factors influencing the consumer preference for online

shopping on various demographic factors

To study the problems faced by the consumer’s towards online shopping

on various demographic factors .

To analyses the consumer satisfaction towards online shopping

To suggest customer who buys textile products in online

SCOPE OF THE STUDY

The study is conducted for consumer of apparel products who are

dispersed in different area. Because of the variation in consumer’s need
preference and purchase actions, the scope of the study was wide and
large but the number was limited.

Project is clearly done for learning intention. The study is limited to the
consumer buying behaviour and belief. A study will be beneficial for both
company and its customers. The study is done by direct interaction with
customers through the survey, survey consists of questionnaires related
to the company which gives a clear picture about the company in the
minds of customers, which helps the company to give a successful output
by providing the requirement to the customer.
 LIMITATIONS OF THE STUDY

Time is one of the main constraints to interact with respondents.

Belief of the customer may change according to a period of time.
Financial statement is not provided by the company.
Sample size was restricted to 180

CHAPTER-2

2.1 REVIEWOF LITERATURE

The main purpose of the literature review work was to

survey previous studies on knowledge sharing. The review of literature
helped the researcher to conduct the survey in better and extensive manner.
It should also help the researcher for finding and getting deeper into the
topic

Research Reviews:

Bhatnagar, A., Misra, S. and Rao, H.R. (2000) study a replenishment model that the
retailer shares his leftovers on his direct online sales channel and traditional retail
channel

Bucklin and Sismeiro (2003) state that consumer’s skills are more advanced
when they learned how to shop through a site this will increase their
efficiency in shopping. Past experience and ongoing usage of internet-based
purchase will increase consumer’s familiarity and thus, feeling of anxiety and
perceived risk should be reduced of such purchases; to lessen consumer’s
anxiety, knowledge about the actual experience with the internet should be
increased
Crawford (1997) said that traditional consumer behavior online shopping has
its own model, which the buying process starts from the problem recognition,
information search, evaluation of alternatives, then purchase, and at last
post purchase behavior.

Dubrovski (2001) new electronic communication marketing variables have

exploded the alternatives available to customers globally. These changes
have redefined many of the old views of marketing, trade and
power .Furthermore, many researchers recognize and accept that customer
satisfaction is a logical measurement of success in market exchange.

Gagandeep Nagra, R. Gopal (2013) performed a research study on “A study of

Factors Affecting on Online Shopping Behaviour of Consumers”. The main
objective of the research was to identify the impact of Demographic factors
impacting on-line shopping Behaviour of consumers with special emphasis on
Age, Gender, Education, Income Possession of internet, Frequency of online
purchase, Motivation drives for online purchase.

Harcourt, W. (Ed.). (1999). Women at Inter-net: creating new cultures in

cyberspace. United Kingdom: Biddles Ltd. Explores women’s access to and
knowledge of the Internet, across the world, and suggest concrete
implications in order to in-crease women’s engagement with new information
technologies.

Jush and Ling (2012) he said that “Online shopping as the process a customer
takes to purchase a service and product over the internet. A consumer may
at his or her leisure buy from the comfort of their own home products from
an online store.”

Kwon & Lee (2003) Fashion retailers have been attempting to use multi-
channel systems to enhance opportunities to go shopping and ultimately to
increase profits. Due to ease of accessibility, consumers can buy an apparel
product wherever and whenever they want using their smartphones and
computers.
Liu, He, Gao and Xie (2008), it is important for e-tailers to provide varied types
of merchandise and preferential price because customer satisfaction is still
based on
product price and product variety; to create competitive advantage, small e-
tailers should offer more product choices for the consumers and offer
competitive prices

M. Dhanalakshmi, M. Sakthivel, M. Nandhini (2017) performed a research study on “A

Study on Customer Perception towards Online Shopping, Salem”. The main objective of the
research was to study the customer perception towards online shopping.

[Link], Desti Kannaiah (2015) performed a research study on “Consumer‟s Perception

on Online Shopping”. The main objective of the research was to know the type of products
purchased by consumers through online shopping and to identify the factors influencing
consumer buying online.

Rajamma, Paswan and Ganesh (2012), the shopping motivation literature is abound
with various measures of individual characteristics (e.g., innovative,
venturesome, cosmopolitan, variety seeking), therefore, innovativeness and
risk aversion were included in this study to capture several of these traits.
Measures by Donahue and Gilliland were used to measure innovativeness
and risk aversion.

Shergill and Chen (2005)conducted a study on ‘Web-Based Shopping:

Consumer’s Attitudes Towards Online Shopping in New Zealand’ The model
included several indicators belonging to four major categories; the value of
the product, the shopping experience, the quality of service offered by the
website and the risk perceptions of Internet retail shopping. The study
concluded that regular web buyers were much more satisfied with all website
variables than trial web buyers.

Simranjit Singh, Sonia Bajwa (2017) had carried out a research study on “buying
behaviour of consumer towards counterfeit products .

Snehal Chincholkar (2016) performed a research work on “Consumer Behaviour

towards Online Grocery Retail Store “[Link]” in Mumbai Region”.
The main objective of the research was to identify consumer behaviour
towards online retailing .

Solomon & Rabolt (2009) Fashion is a billion-dollar industry employing millions

of people around the world. Ever since the economy became more global,
consumers
have to a large extent been affected by this fast evolving industry. Fashion
reflects our society and our culture, likewise it reflects how people define
themselves. People tend to equate fashion with clothing and accessories
even though fashion processes affect all types of cultural phenomena.
Fashion can be found in almost any human activity. The term involves
change and can be defined as series of short-term trends.

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

(Shanthi and Kannaiah, 2015) studied that mostly the youngsters are
attached to the online shopping and hence the elder people don‟t use
online shopping much as compared to the younger ones. The study
highlights the fact that the youngsters between the ages of 20-25 are mostly
poised to use the online shopping. It is also found that the majority of the
people who shop online buys books online as it is cheaper compared to the
market price with various discounts and offers. The study also reveals that
the price of the products have the most influencing factor on online
purchase.

According to(Kapoor ,2012), online decision making and online shopping

phenomena are governed by a number of consumer acceptance and
behavior characteristics and grounded in theoretical aspects of consumer
decision making. There are number of factors that affect what we buy, when
we buy, and why we buy. In reference to buying online, the factors that
influence consumers are marketing efforts, socio-cultural influences,
psychological factors, personal questions, post decision behavior, and
experience.
Bhattacherjee (2001) stated that satisfied users are more likely to continue
the IS use. Thus, we point that adoption and continuance are connected to
each other through several mediating and moderating factors such as trust
and satisfaction.

Davis, (2002). Their study reveals that if more attractive online stores were
developed. This raises the issue of examining what factors affect consumers
to shop online.
Therefore, a framework is needed to structure the complex system of effects
of these different factors, and develop an in-depth understanding of
consumers’ perceptions toward Internet shopping and their intentions to
shop online. This study reveals that we build up such a framework based on
previous research on consumer adoption of new selfservice technologies and
Internet shopping systems. The research suggests that consumers’
perception toward Internet shopping first depends on the direct effects of
relevant online shopping feature.

Ajzen (1994) in his study on perceptions towards online shopping reveals

that perceptions toward online shopping and intention to shop online are not
only affected by ease of use, usefulness, and enjoyment, but also by
exogenous factors like consumer traits, situational factors, product
characteristics, previous online shopping experiences, and trust in online
shopping.

Kim and Park (2003) in a study “Identifying key factors affecting consumer
purchase behavior in an online shopping context” investigated the
relationship between various characteristics of online shopping and
consumer purchase behavior. Result of the online survey with 602 Korean
customers of online bookstores indicate that information quality, user
interface quality and security perceptions affect information satisfaction and
relational benefit that in turn, are significant related to each consumers’ site
commitment and actual purchase behavior.
 CHAPTER-3

RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to

identify, select, process, and analyse information about a topic. In a research
paper, the methodology section allows the reader to critically evaluate a
study’s overall validity and reliability. The process used to collect information
and data for the purpose of making business decisions. The methodology
may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.

RESEARCH MEANING

Research is an art of scientific investigation. According to Redman and Mary

defines research as a “systematic effort to gain knowledge”.Research
methodology is way to systematically solve there search problem. It is a plan
of action for a research project and explains in detail how data are collected
and analyzed

RESEARCH DESING

The research design used for the study is descriptive. Descriptive

research studies are those, which are concerned with describing the
characteristics of a particular individual or group. The studies concerned with
specific prediction with narration of facts and characteristics concerning
individual group or situation are all examples of descriptive research studies

SAMPLE TECHNIQUE

I even have used non probability sampling and convenience sampling technique.
 3.2.1 NON-PROBABILITY SAMPLING

Non probability sampling procedure, which doesn't afford any basis for
estimating the probability that every time within the population has been
include within the sample.

Convenience sampling (also referred to as availability sampling) may be a

specific sort of non-probability sampling method that relies on data
collection from population members who are conveniently available to
participate in study

SOURCES OF DATA

Primary and secondary data were used.

PRIMARY DATA

Standardized questionnaire is used for data collection.A questionnaire

consists of a number of questions printed or type in a definite order on
a form or set of forms .The Respondent has to answer the question
on their own. Apart from this observations and interview has also been
used as a source for primary data collection.

SECONDARY DATA

Secondary data means data that are already available i.e. they refer to
the data which Have a already been collected and analyzed by
someone else. secondary data may either be published data or
unpublished. It is collected from;
Journals

Magazines

Websites