a study on consumer behaviour towards online shopping project

A SUMMER INTERNSHIP PROJECT
ON
“A STUDY ON CONSUMER BEHAVIOUR TOWARDS
ONLINE SHOPPING IN VALSAD CITY”
UNDER THE GUIDANCE OF
Mr. Riddhish Joshi
Assistant Professor
Submitted By
Mr. Akhil Nair [Batch: 2020-22, Enrolment No:
207500592118]
MBA SEMESTER - 2
S.R LUTHRA INSTITUTE OF MANAGEMENT - 750
MBA PROGRAMME
Affiliated to Gujarat Technological University
Ahmedabad
October, 2021

PREFACE
As we know that in today competitive markets only theoretical knowledge can’t work
anymore. Today in every sector, research is needed to understand the ongoing scenario,
changing situation and to go to the depth of the problems so that adequate knowledge about
that area can be developed. Research work is finding the new easy of adding value to that
area and giving contribution to that particular area. Further research work enhances depth
knowledge of particular area. And it helps to researcher in developing models and also helps
to society at large. The main focus and study were on "A STUDY OF CONSUMER
BEHAVIOUR TOWARDS ONLINE SHOPPING IN SURAT CITY" I have put up my
best efforts and enumerated possible information after observing the activities carried over
there, to make this report a satisfactory report.

STUDENTS’ DECLARATION
I hereby declare that the Summer Internship Project Report titled “A STUDY ON THE
CONSUMER BEHAVIOR TOWARDS ONLINE SHOPPING IN VALSAD CITY” is a
result of my own work and my indebtedness to other work publications, references, if any,
have been duly acknowledged. If I am found guilty of copying from any other report or
published information and showing as my original work, or extending plagiarism limit, I
understand that I shall be liable and punishable by the university, which may include Failing
me in examination or any other punishment that university may deem fit.
Enrolment No Student Name Signature
207500592118 Mr. Akhil Nair
Place Date
Valsad

ACKNOWLEDGMENT
On the very outset of this project, we would like to extend our sincere and heartfelt
obligation towards all the personages who have helped us to give our big shot. Without
their active guidance, help, cooperation and encouragement, we would not have made
progress in the project.
We would like to thank Gujarat Technological University for adding Continuous
Evaluation Component in our curriculum activity.
We extend our gratitude to S.R. Luthra Institute of Management and Dr. Jimmy M.
Kapadia, Director, S. R. Luthra Institute of Management, for giving us this opportunity.
We are extremely thankful and pay our gratitude to our faculty Mr. Riddhish Joshi for his
valuable guidance and support on completion of this project.
We also endorse with a deep sense of respect, towards our parents and family, who has
always supported us morally as well as economically.
Last but not the least, gratitude goes to all our friends who directly or indirectly helped us
to complete this project report.
Any forgetfulness in the brief acknowledgement doesn’t mean lack of gratitude.

EXECUTIVE SUMMARY
The study entitles "A STUDY ON CONSUMER BEHAVIOUR TOWARDS ONLINE
SHOPPING IN SURAT CITY" Research always starts with question or any problem and
finds answer of problem by using scientific method. Literature review of past studies by
different researchers done on this study area is also covered.
The first chapter of research presents an introduction on consumer behaviour and its current
scenario. In further chapter it gives an overview of the online shopping and Websites from
which customers are doing online shopping. And also deals with the research work done in
the field of the different constructs identified for the present study.
The second chapter of the report consist of detailed description of the Online Shopping
industry. It also consists of the introductory part in which it covers the market scenario at
global, national and state level, PESTEL analysis which identified factors like corruption,
political stability, social trend and preferences, Major offerings and major players were
briefly explained.
The third chapter of the report describes the literature review searched on topics like
behaviour, preference, perception, awareness, and factors affecting consumer buying towards
online shopping.
The fourth chapter of the report describes the most vital element of the study i.e. research
methodology. In this descriptive research design is selected to survey the customers. Here
researcher has selected sample size of 150 potential customers of doing online shopping
through questionnaire. In this research non-probability convenience sampling method has

been used. The study uses various statistical tools such as frequency, statistical tests like
Kruskal Wallis, Mann Whitney and Reliability test, Chi square Test.
It describes the data analysis. It was done using Krushkal Wallis test, Mann Whitney test,
Reliability test, Normality Test, Chi Square Test.
The fifth chapter describes the findings to the study of factors affecting of consumer buying
behaviour while online shopping
The sixth chapter describes the findings of study.
The seventh chapter describes the findings of study
TABLE OF CONTENT
Chapter Chapter Name Page No
1 Introduction
2 Literature Review
3 Research Methodology
3.1 Problem Statement
3.2 Research Objectives
3.3Tabular and Graphical representation of data
with statistical analysis and interpretation
3.4Research Design
3.4.1 Types of Design
3.4.2 Sampling
3.4.3 Data Collection Tool
3.4.4 Tools for Analysis
3.4.5Benefits of the study
3.4.6 Limitations
4 Findings

5 Conclusion
6 Recommendation
 Annexure
 Bibliography
Chapter 1 - INTRODUCTION
Innovation assumes a significant part inside the development and improvement of an
economy. Web based advertising assumes a significant part inside the extension of business.
Presently organizations have more freedom to extend their business by disconnected or store-
based promoting or by online i.e., non-store-based configurations. Presently business
associations don't need putting away their item; they will sell their item on hand. Essentially,
shoppers additionally will get the new chances to get the product by having the opportunity to
shop or they will buy their ideal things on the web. Presently – a – days, web based shopping
is the most sizzling for shopping. There are different explicit sites like Amazon, Flipkart,
Home shop 18, first cry, Myntra, Paytm and Jabong and so forth from where clients can
purchase products and services. For buying products and services on the web, it's simple for
the client since they don't need to head outside and whenever, they will make a deal.
Moreover to the present, clients get more limits on internet shopping and have huge loads of
sorts. Furthermore, it's additionally useful for the business houses, since they don't need to
enlist salesmen for the promotion of their items and services. They will offer their item and
services by planning a webpage which might be dealt with by a couple of people. It brings
about abatement inside the expense of business houses. There are no geological limits. This
benefit is regularly utilized for additional industrialization which brings about a further
developed economy. By this E-trade business houses can get many advantages by expanding
their store network and may grow their business from public to international.

INTRODUCTION TO E-COMMERCE
The web has been grown quickly since the most recent 20 years, and with the significant
advanced economy that is driven by data innovation likewise being created around the world.
After a drawn out advancement of the web, which quickly expanded web clients and
exceptionally speed web association, and a couple of new advances even have been created
and utilized for web creating, those reason firms which will advance and improve pictures of
item and administrations through web locales.
The Internet has changed the manner in which shoppers execute for their day by day needs -
be it requesting food, booking film tickets or possibly reserving a taxi. Web based shopping
is one class which has seen remarkable development inside the most recent two years.
Absence of MasterCard entrance, helpless framework, and so on for quite a while blocked the
extension of this classification. Likewise, as opposed to putting resources into working in
house conveyance groups, brands are performing tie-ups with supermarkets, to broaden their
conveyance reach. There are all the more such examples of development and client centricity
which is driving accomplishment for online shopping destinations and applications.
As the new investigations have demonstrated that, online shopping especially in business to
consumer (B2C) has risen and internet shopping has become more famous to a few group.
For instance, the Dell PC organization arrived at 18 million dollars in deals through the web
during the essential quarter of 1999. Accordingly, about 30% of its 5.5 billion dollars all out
deals were accomplished through the web. Thus, understanding online shopping and
consumer behaviour could assist organizations with utilizing it.
EVOLUTION OF E-COMMERCE
1969: CompuServe, the essential critical online business organization, was set up by Dr John
R. Goltz and Jeffrey Wilkins by using a dial-up association. This is regularly the essential
time online business was presented.
1979: Michael Aldrich created electronic shopping (he is also considered as originator or
designer of web based business). This was finished by interfacing an exchange handling PC
with a changed TV through a phone association. This was finished transmission of secure
information.

1982: Then preceded with development of innovation, especially in hardware prompted the
dispatch of the essential web based business stages by Boston Computer Exchange.
1992: The 90s took the online business to a resulting level by presenting Book Stacks
Unlimited as a book shop by Charles M. Stack. It had been one among the essential web
based shopping locales made by then.
1994: Browser device presented by Netscape Navigator by Marc Andreessen and Jim Clark.
It had been utilized on the Windows stage.
1995: The year denoted the dependable improvement inside the historical backdrop of
internet business as Amazon and eBay were dispatched. Amazon was begun by Jeff Bezos,
while Pierre Omidyar dispatched eBay.
1998: PayPal dispatched the essential online business instalment framework as an apparatus
to shape cash moves.
1999: Alibaba began its internet shopping stage in 1999 with very $25 million as capital.
Continuously it dressed to be an online business monster.
2000: Google dispatched the essential internet publicizing device named Google Ad Words
as how to help retailers to use the compensation per-click (PPC) setting.
2005: Amazon Prime enrolment was dispatched by Amazon to help client's get free two-day
transporting at a yearly expense.
2005: Square, Inc. as an application based help is dispatched
2005: Eddie Machaalani and Mitchell Harper dispatched Big Commerce as a web customer
facing facade stage.
2011: Google dispatches its online wallet instalment application
2011: one among the soonest moves by Face book to dispatch supported stories for ads
2014: Apple dispatched Apple Pay, a web instalment application
2014: Jet.com was dispatched in 2014 as a web shopping entrance.
2017: Instagram acquaints shoppable labels empowering individuals will sell
straightforwardly from the web-based media stage
INTRODUCTION TO ONLINE SHOPPING

There are many purposes behind a particularly quick improvement of web shopping,
predominantly on account of the benefits that the web gives. As a matter of first importance,
the web offers various kinds of comfort to purchasers. Clearly, shoppers don't need to leave
attempting to discover item data in light of the fact that the web can assist them with looking
from online locales, and it additionally assesses between each website to encourage the most
practical cost for procurement. Moreover, the web can improve purchasers' utilization of
items more productively and successfully than different channels to fulfil their requirements.
Through the different web indexes, purchasers save time to get to the utilization related data,
and information with a blend of pictures, sound, and truly definite text depiction to help
shopper learning and choosing the first appropriate item.
ADVANTAGES OF ONLINE SHOPPING
Online stores do not have space constraints and a wide variety of products can be displayed
on websites. It helps the analytical buyers to purchase a product after a good search.
1. Convenience of online shopping
Customers can purchase items from the comfort of their own homes or work place. Shopping
is made easier and convenient for the customer through the internet. It is also easy to cancel
the transactions.
2. No pressure shopping
Generally, in physical stores, the sales representatives try to influence the buyers to buy the
product. There can be some kind of pressure, whereas the customers are not pressurized in
any way in online stores.
3. Online shopping saves time
Customers do not have to stand in queues in cash counters to pay for the products that have
been purchased by them. They can shop from their home or work place and do not have to
spend time travelling. The customers can also look for the products that are required by them
by entering the key words or using search engines.
4. Comparisons
Companies display the whole range of products offered by them to attract customers with
different tastes and needs. This enables the buyers to choose from a variety of models after

comparing the finish, features and price of the products on display, Sometimes, price
comparisons are also available online.
5. Availability of online shops
The mall is open on 365 x 24 x 7. So, time does not act as a barrier, wherever the vendor and
buyers are.
6. Online tracking
Online consumers can track the order status and delivery status tracking of shipping is also
available.
7. Online shopping saves money
To attract customers to shop online, e-tailors and marketers offer discounts to the customers.
Due to elimination of maintenance, real-estate costs, the retailers are able to sell the products
with attractive discounts online. Sometimes, large online shopping sites offer store
comparisons.
DISADVANTAGES OF ONLINE SHOPPING
Ease of use is the prime reason that drives the success of e-commerce. Though the internet
provides a quick and easy way to purchase a product, some people prefer to use this
technology only in a limited way. They regard the internet as a means for gathering more
information about a product before buying it in a shop. Some people also fear that they might
get addicted to online shopping.
The major disadvantages of online shopping are as follows.
1. Delay in delivery
Long duration and lack of proper inventory management result in delays in shipment.
Though the duration of selecting, buying and paying for an online product may not take more
than 15 minutes; the delivery of the product to the customer’s doorstep takes about 1-3
weeks. This frustrates the customer and prevents them from shopping online.
2. Lack of significant discounts in online shops

Physical stores offer discounts to customers and attract them so this makes it difficult for e-
tailors to compete with the offline platforms.
3. Lack of touch and feel of merchandise in online shopping
Lack of touch-feel-try creates concerns over the quality of the product on offer. Online
shopping is not quite suitable for clothes as the customers cannot try them on.
4. Lack of interactivity in online shopping
Physical stores allow price negotiations between buyers and the seller. The showroom sales
attendant representatives provide personal attention to customers and help them in purchasing
goods. Certain online shopping mart offers a service to talk to a sales representative.
5. Lack of shopping experience
The traditional shopping exercise provides a lot of fun in the form of a showroom
atmosphere, smart sales attendants, scent and sounds that cannot be experienced through a
website. Indians generally enjoy shopping. Consumers look forward to it as an opportunity to
go out and shop.
6. Lack of close examination in online shopping
A customer has to buy a product without actually seeing how it looks. Customers may click
and buy some product that is not really required by them. The electronic images of a product
are sometimes misleading. The colour, appearance in real life may not match with the
electronic images. People like to visit physical stores and prefer to have a close examination
of goods, though it consumes time. The electronic images vary from physical appearance
when people buy goods based on electronic images.
7. Frauds in online shopping
Sometimes, there is disappearance of the shopping site itself. In addition to above, the online
payments are not much secured. So, it is essential for e-marketers and retailers to pay
attention to this issue to boost the growth of e-commerce. The rate of cybercrimes has been
increasing and customers’ credit card details and bank details have been misused which raise
privacy issues.
ONLINE SHOPPING IN INDIA

While the web and hence the World Wide Web is proceeding to extend at a fast speed, the
occasion of electronic business has been slower. Studies demonstrate numerous Indian
Internet clients utilize the creating intuitive medium to purchase or peruse for data on items
and administrations, however a far more modest rate has really made buys on the web.
The quantity of people and hosts associated with the web has expanded around the world. In
India as well, Internet infiltration has become more boundless. Internet shopping however a
little extent of the web action is accepted to stretch out inside the coming years. Some of the
conspicuous elements driving the change are more noteworthy. Internet infiltration, fall in
costs of equipment, fall inside the cost of Internet correspondence, advancement of higher
and more dependable innovations, and expanded mindfulness among the clients. Some of the
shifted ways during which internet promoting is finished in India are organization sites,
shopping entrances, online closeout locales, and so on.
Online business probably won't have started in India the manner in which it ought to have,
yet prospects are brilliant. India is anticipated to be the third biggest Internet market inside
the world in the following five years. The advantages are there for the two purchasers and
dealers and this mutually advantageous arrangement is at the center of its marvellous ascent,
since it is accepted that online business exchanges will address the main income worker
particularly inside the business to customer (B2C) fragment in India.
Indian clients are progressively becoming familiar with internet shopping, and there's a
superior worthiness for the idea. India has 25 million Internet clients and more is currently
going to web based shopping. There has been a deluge of internet shopping destinations in
India with many organizations hitching onto the web fleeting trend. The incomes from
internet shopping are relied upon to expand hugely.
The Indian e-market is frequently measured from the very truth that 16% of Indian purchasers
need to shop online inside the following a half year, making it the third most online-likely
nation after Korea (28%) and Australia (26%). This is regularly an indication of a developing
type of Indian purchasers who aren't just better prepared yet in addition more sure of the web
exchanges.
Inside the most recent two years numerous online business sites have come up and rival each
other with striking arrangements like free transportation, coupons, unconditional presents,
simple merchandise exchange, and loads of others. The most current information uncovers

that Flipkart, Amazon, Snap deal, Paytm, Myntra, eBay, Jabong, Shop clues, Home shop 18,
and Infibeam are the most noteworthy ten web based business sites in India.
CONSUMER BEHAVIOUR
"Purchaser conduct is the investigation of the cycle included when people or gatherings
select, buy, utilize or discard items, administrations, thoughts or encounters to fulfil needs
and wants (Solomon et al, 2012)."
Factors influencing Consumer Behaviour:
1) Cultural 2) Social 3) Personal 4) Psychological.
1. Cultural Factors
Cultural Factors have strong influence on consumer buyer behaviour. Cultural Factors
include the basic values, needs, wants, preferences, perceptions, and behaviours that are
observed and learned by a consumer from their near family members and other important
people around them.
2. Social Factors
Humans are social beings and they live around many people who influence their buying
behaviour. Human try to imitate other humans and also wish to be socially accepted in the
society. Hence their buying behaviour is influenced by other people around them. These
factors are considered as social factors.
3. Personal Factors
Factors that are personal to the consumers influence their buying behaviour. These personal
factors differ from person to person, thereby producing different perceptions and consumer
behaviour.
4. Psychological Factors
Human psychology is a major determinant of consumer behaviour. These factors are difficult
to measure but are powerful enough to influence a buying decision.

Chapter 2 - INDUSTRY PROFILE
Global Level
The worldwide web based business market size was estimated at USD 9.09 trillion out of
2019 and is anticipated to develop at an accumulate yearly pace of development (CAGR) of
14.7% from 2020 to 2027. Expanding entrance of the web is supporting the cell phone client
populace across the planet. Computerized content, travel and relaxation, monetary
administrations, e-commerce following among others comprise a spread of web based
business choices accessible to the web with expanded web use. Thus, mechanical
mindfulness among clients is anticipated to have a positive effect on market development.
The developing significance of quicker perusing has prompted the occasion of network,
hence bringing about improvement in 4G and 5G innovation.
Execution of 5G innovation for the network intention is anticipated to have a positive effect
on available development since it gives a continuous, consistent experience to the client.
Additionally, the reception of cell phones is acquiring energy at a major rate, in this way
expanding the openness of internet purchasing to the client. In this way, the developing
utilization of cell phones is projected to drive the market development over the conjecture
time frame.
Set up associations and tremendous endeavours are inclining towards online business because
of lesser consumption in correspondence and framework. Internet business offers the
association a neater reach for the buyers, and subsequently essential openness to business is
also accomplished. Online business is furthermore determined because of the expanding
significance of internet advertising apparatuses, similar to Google advertisements and Face
book promotions. These days, the promoting choices are in wealth because of the
acknowledgment of online media applications, which, thus, helps in driving the commercial
center for online business towards development directions.
National Level
The Indian online basic food item market is assessed to arrive at US$ 18.2 billion in 2024
from US $1.9 billion of every 2019, growing at a CAGR of 57%. India's online business
orders volume expanded by 36% inside the half-moon of 2020, with the private
consideration, magnificence and health section being the main recipient. India's customer

advanced economy is anticipated to turn into a US$ 800 billion market by 2030, developing
from US$ 85-90 billion out of 2020, driven by solid reception of online administrations like
internet business and ed-tech inside the country.
Pushed by rising cell phone infiltration, dispatch of 4G organization and expanding buyer
abundance, the Indian E-trade market is anticipated to develop to US$ 200 billion by 2026
from US$ 38.5 billion out of 2017. Online retail deals in India are relied upon to become 31%
to contact US$ 32.70 billion of every 2018, drove by Flipkart, Amazon India and Paytm
Mall.
Indian buyers are progressively embracing 5G cell phones even before the carry out of the
cutting edge versatile broadband innovation inside the country. Cell phone shipments arrived
at 150 million units and 5G cell phone shipments crossed 4 million of every 2020, driven by
high customer request post-lockdown. reliable with a report distributed by IAMAI and Kantar
Research, India web clients are relied upon to prevail in 900 million by 2025 from ~622
million web clients in 2020, expanding at a CAGR of 45% until 2025.
In CY20, the Indian online business GMV was recorded at US$ 8.3 billion, a major leap of
66% over the past happy season. Also, the Indian internet business market recorded ~88
million clients in happy season CY20, a major leap of 87% over the past festive season.

PESTEL ANALYSIS
Political factor
There are no sufficient laws to watch the property privileges of online retailers for whom
property comprises of the most recent objective market, details of current market and
information about new plans.
No clearness on the tax collection from items sold by online retailers. Albeit the greater part
of the web retailers are preparing exchanges with tax included, still a large number of the
exchanges are handled without making any contribution to the tax authorities. For example
EBay regards individual exchanges as private sales and does exclude charge.
Rights to e buyers stay an issue.
Local and global organizations with foreign investments aren't permitted to sell great online
in India
Economic factor
Economic elements are exceptionally critical as far as business. Regardless of whether it's a
online business or physical, monetary components can have a major impact subsequently.
This is on the grounds that economic elements are straightforwardly connected with business
and their impact is furthermore immediate on business income and benefits.
Initial expense in fostering an online business site is relatively high which joins cost of
equipment, programming, preparing staff and so on regardless of whether the underlying
speculation may be recuperated stays a clarification for worry for a few organizations.
Many web based business firms get HR who needs quality data innovation information and
abilities related with it.
Underdeveloped transportation framework prompting slow and uncertain conveyance of
items and administrations.
Social factor
Socio cultural factors also have a profound effect inside the internet business industry. Most
e-retail marketers think that it is least difficult to thrive locally. In many social orders the
versatile innovation has been truly fashionable and a greater number of people overall are
currently utilizing mobile phones for shopping and different purposes. Socio cultural

elements influence organizations in alternate manners as well. Social components have an
impact on how these internet business organizations market themselves.
Security and Privacy while doing exchanges stay a colossal obstacle for the development of
online business in India. Purchasers are reluctant to uncover their own and private
information while working on the web like location, MasterCard number and so on
Cultural variety of purchasers might be a worry. Since, India might be a nation of varieties
and bunches of individuals have various requirements and tastes. Along these lines, the
corporate would have to modify and influence various necessities while working in a solitary
country.
Absence of Touch and Feel. Traditionally, Indian clients need to shop by seeing and feeling
the items prior to making a deal. Clients need to see the product up close and personal prior
to paying on the grounds that it gives them a method of fulfilment. Along these lines the
shortfall of "touch and feel" might be a major issue for online retailers. Impatience to get the
bought item.
Technological factor
Innovative elements are essential inside the setting of the internet business industry. This is
on the grounds that the business depends vigorously on innovation. Everything is predicated
on innovation in e-retail from deals to client assistance. All the internet business brands are in
a competition to be innovatively before their rivals. From Amazon to EBay and Flipkart, each
brand is putting tons in innovation to search out quicker development.
Security of client information might be a major concern for online retailers. Since the
wellbeing of their own is really difficult for the web based business firms who endeavour to
join invulnerable firewalls, they're as yet helpless to programmers, infections and so on
Successful online retail benefits have faith in a dependable stage which consolidates a solid
equipment, programming and organization. Be that as it may, a 100% full evidence online
retail stage stays inside the filling in as the vast majority of the days the exchanges do fall
flat.
Internet data transfer capacity is one more hindrance in its development since on account of
current restrictions on web speed; organizations aren't prepared to convey rich media data.

Integration hardships as though every division would begin utilizing distinctive kind of
programming then directors would have just fractional information bringing about clueless
choices.
Environmental factor
Natural factors also include an exceptional significance inside the setting of Ecommerce
industry. While the direct natural effect of this industry is amazingly low and almost zero, it
actually centers intensely around manageability.
Brands like Amazon have put intensely in innovation. Indeed, even in Ecommerce there are a
few regions where putting resources into maintainability are regularly profoundly useful.
From economical bundling to squander decrease and environmentally friendly power there
are a few regions where the e-retailers can put resources into manageability. Amazon has put
resources into environmentally friendly power to acknowledge independence from the use of
non-sustainable power assets.
Legal factor
Lawful consistence is just as significant for the organizations worldwide. Any tussle with the
law is regularly an expensive issue and surprisingly the e-retail brands can turn into an
objective except if they watch out of consistence.
Right to e-purchasers still an issue.
Lack of provincial legitimate structure on online endorsements.
Domain name enlistment questions a drag.
CURRENT TRENDS
AUGMENTED REALITY
AR has been a whole distinct advantage for internet business. With this kind of innovation,
customers can genuinely see the thing they're purchasing, which assists them with settling on
a purchasing choice. AR truly changes the shopping experience in explicit businesses, similar
to form and private stylistic theme in light of the fact that the client can improve thought from
the thing without seeing it face to face.

AR allows an individual the capacity to not simply see a 3D model of an item however
allows a client to perceive how it's in case they were really wearing it. A few items and
businesses loan them self better to customary shopping techniques, however AR goes to
shake things up before later.
VOICE SEARCH
Not exclusively more individuals own savvy speakers, however they additionally accept
voice collaborators to do day by day jobs. As more homes embrace brilliant speakers, more
buyers will use voice search to purchase on the web, request food and sort out their lives. The
increment of voice search makes an opportunity for internet business organizations as far as
watchwords and content.
CHAT BOTS
Chat bots collaborate with web purchasers basically the same as an in-store deals partner
would do. The present customer needs to be prepared to discover and purchase an item in two
or three ticks, and in the event that they can't, they get baffled. This is frequently where a chat
bots can step in and save the deal.
MORE APPROACHES TO PAY
Clients have individual necessities when it includes instalment techniques, yet they could
drop a potential deal in the event that they can't pay how they need on an internet business
site. Offering a decent kind of approach to pay might be an extraordinary method to broaden
transformation rates on cell phones. Furthermore, if clients can save their instalment data on
your site, they'll be prepared to checkout significantly quicker the resulting time they make a
deal.
SNAP AND SHOP
A new web based business pattern of picture shopping will arise. Clients will point their
camera towards an item they see to arrange it from a web store. There are numerous
photograph applications accessible like Cam Finder, and loads of more will popup this year.
This pattern likewise will lead in selling offshoot items through photograph shopping.
For instance, Pinterest has dispatched its own photograph camera. It perceives and deciphers
pictures to supply an exact item portrayal. It's now joined forces with numerous internet
business stores and top web indexes. It gives them significant information for ordering and
deciphering pictures.

ADVERTISING AUTOMATION
Advertising robotization implies mechanizing email promoting and planning web-based
media posts.
Notwithstanding, advertising computerization has now turned into a substitution pattern.
With 49% of organizations utilizing showcasing computerization, it gives no indications of
halting. It covers regions including modified presentation pages and simple to-get to
shopping baskets. Whenever carried out appropriately, computerized showcasing will let you:
Send out custom-made messages to your clients.
Display new items and advancements according to the guests' shopping history.
Retarget clients for fundamental item deals.
The mechanization further permits you to redo the shop contributions for each client.
Computerized suggestions get affected by what the buyers click on during their visit.
MAJOR PLAYERS
AMAZON DEVELOPMENT CENTER INDIA PVT LTD
Amazon.com, Inc. frequently referenced as just Amazon is an American electronic trade and
distributed computing organization with base camp in Seattle Washington. It's the main
Internet-based retailer inside the world by complete deals and market capitalization.
American web based business monster, Amazon, is professed to have a crowd of people
reach of 89% in India, steady with Statists. Since dispatching in India in 2010, the area
currently creates an expected 322.54 million month to month guests, making it the absolute
best performing site inside the country, by a lengthy shot.
Consistent with the overall measurements that the first web based business class in quite a
while is hardware, the crowd interests in Amazon really incline in the direction of this
classification. Nonetheless, they likewise give an assortment of different items in
classifications including Echo and Alexa, Amazon Prime advanced media, men's design,
ladies' style, home, staple, sports, car, and that's just the beginning. Amazon is moreover
working through outsider vendors. It likewise runs a partner program during which the

outsider is permitted to put Amazon item interfaces. The partner gets a commission if the
connection produces deals
FLIPKART
Flipkart was established in October 2007 by Sachin Bansal and Binny Bansal. It is one
among India's driving E-business commercial centers and is settled in Bangalore. The
corporation at first began as a web book shop. Afterward, it likewise began selling different
things like motion pictures and cell phones. Presently the corporation offers over 80 million
items spread across very 80 classes. It's the ability to convey 8,000,000 shipments each
month.
Flipkart Group raised a further US$ 1.2 billion from Wal-Mart-drove financial backer
gathering in July 2020. Its valuation has arrived at US$ 24.9 billion post value round. Flipkart
has sworn to totally change to electric vehicles (EVs) by 2030 across its E-trade esteem chain
by banding together with Climate Group's worldwide electric portability drive, EV100.
SNAPDEAL
Snap deal is one among India's driving internet business organizations with its base camp
situated in New Delhi. Snap deal was launched in 2010, when the internet business market in
India was at a beginning stage. The corporate was helped to establish by Kunal Bahl and
Rohit Bansal. Snap deal at present offers very 60 million items across different classes like
mobiles and tablets, PCs, office and gaming, hardware, home and living, people's style,
sports, wellness and outside, every day needs, engines and frill, books, music, land , and
monetary administrations. The corporate has very 3 lakhs dealers on its internet business
stage that oblige numerous client Snapdeal features a wide logistics network and it conveys to
very 6000 urban areas and towns in India.
Snapdeal is one among the chief supported organizations in India. Till date, it's gotten
absolute financing worth $1.78 billion. Snapdeal has gotten subsidizing from people likewise
as private value financial backers and investors. Some of the greatest financial backers in
Snapdeal incorporate Softbank, Blackrock, Temasek, Foxconn, Alibaba, eBay Inc., Premji
Invest, Intel Capital, Bessemer Venture Partners, Mr. Ratan Tata, Clouse SA, Ontario
Teachers' annuity account, Kalaari Capital, Nexus Venture Partners, Cambrian Ventures, Iron
Pillar, and Myriad Group

MYNTRA
It is a main online fashion store offering items for men and women both. The corporate is in
Bangalore, Karnataka. It was launched in 2009. It acquired accomplishment during a short
time. The corporate was established in 2007 to sell customized gift things.
Today Myntra sits on top of the web fashion game with a surprising online media following,
a reliability program devoted to its clients, and enticing, hard-to-deny bargains.
The Myntra shopping application appeared in the year 2015 to additionally empower clients'
shopping binges.
INDIA MART
India Mart is India's biggest online B2B commercial center, interfacing purchasers with
providers. With 60% portion of the overall industry of the web B2B Classified space in India,
the channel centers around giving a stage to Small and Medium Enterprises (SMEs), Large
Enterprises likewise as people.
Established in 1999, the organization's main goal is 'to make working together simple'. India
Mart has 3,150 representatives situated across 84 workplaces inside the country. The
corporate has 107 Million+ Buyers, 6.1 Million+ Suppliers and 68 Million+ Products and
Services
PAYTM
Paytm is the second biggest internet business stage in India and has likewise made its
gratitude to the rundown of unicorn new companies. Essentially began as a versatile wallet, in
2016, Paytm entered the web based business industry with Paytm Mall. Since the name
proposes, it's a web commercial center for items beginning from gadgets to every day
shopper needs.
One of the alluring provisions of Paytm has been its cash back highlight. Customers are given
a spread of markdown coupons to choose from and furthermore give great investment funds
on the obtaining of items. With 120 million purchasers on the stage, Paytm Mall is
discovering better approaches to support the purchasing experience. It's additionally working
together with retail physical stores and with utilization of its versatile application and QR
codes; it takes the client through a web shopping experience with alluring limits.
NYKAA

Nykaa was established in the year 2012 by Falguni Nayar. She was previously filling in as
chief at Kotak Mahindra Capital Company. The corporate is settled in Mumbai, Maharashtra.
It's a Mumbai-based multi-brand magnificence retailer that is selling beauty care products
and health items for women. Nykaa is another Indian established brand which kicked the
standard start as an unadulterated online business stage then, at that point growing to open a
physical area inside the Gandhi International Airport in 2015.
Nykaa began as a online store selling excellence things in classifications including cosmetics,
skin, hair, machines, car and scent In extra ongoing years, the brand has extended its reach,
welcoming on more brands likewise as presenting its own personal beauty care products.
Chapter 3 - LITERATURE REVIEW
Cuneyt Koyuncu, Gautam Bhattacharya, (2004)
The study investigated the shopping behaviour of the individual when he/she is shopping on
the Internet. The research quantitatively measures a consumer’s response to different
characteristics of Internet shopping. The use of secondary data was considered from Georgia
Institute of Technology with a sample size of 1842 individuals. Binomial and multinomial
logistic models were used. The study concluded that individuals prefer to buy more from the
internet since on-line shopping allows them to do their shopping quicker and provides better
prices. On the contrary, individuals opt to purchase less from the internet due to the fact that
on-line payments involve some risk and on-line orders require longer delivery time.
Anders Hasslinger, Selma Hodzic, Claudio Opazo, (2008)
The main objective of the study was to examine if there are any particular factors that
influence the online consumer. The study collected data through primary data from students
at the University of Kristianstad, Sweden with a sample size of 200 respondents. The
convenience sampling method was used for the study. The data was collected using

questionnaire and delivery and collection questionnaire method was used. The study
concluded that Price, Convenience and Trust were considered to be the most important factor
for majority of students in online buying.
Ankur Kumar Rastogi, (2010)
The study was carried out to discover the factors that influence online buying behaviour, The
sample size of 200 respondents were considered for the study. The method of primary data
collection and secondary data collection was considered for the study. The survey method
was adopted for the study and a structured questionnaire was designed for the purpose. The
study found out that the maximum number of respondents are suggesting to non online
buyers to be online buyers. The study concluded that the perception towards online shopping
in India is getting better in India.
Mohammad Hossein Moshref Javadi, Hossein Rezaei Dolatabadi, Mojtaba
Nourbakhsh, Amir Poursaeedi & Ahmad Reza Asadollahi, (2012)
Study was conducted to analyse the factors on online shopping behaviour of consumers. The
study was conducted with a sample size of 200 respondents in an online survey method by
email at 5 big online stores in Iran. Regression analysis was used on data received. The study
found that the risk of financial and delivery risk had a negative effect on attitude of
consumers and subjective norms have a positive effect on shopping behaviour.
Mehrdad Salehi (2012)
This study was conducted to identify factors influencing consumers towards online shopping
in Malaysia. The study focused on nine independent variables namely appearance, quick
loading, security, sitemap, validity, promotion, attractiveness, believability, and originality. A
prearranged survey was used to gather the primary data research to respond the questions of
Survey. Total 75 questionnaires were distributed. The findings of the study indicated that
security and validity of website were widely approved by online consumers. The study
revealed the last four factors (promotion, attractiveness, believability, and originality) don’t
significantly influence online shopping intention.
Garima Malik, Abhinav Guptha (2013)
The study aims to examine the relationship between purchasing decisions and the intentions
to shop online and the factors affecting the decisions in the minds of the consumers. The
sample size was of 120 consumers based on random sampling from Delhi. The finding stated

that the combination of level of education and income have some effect on the purchase
intention of consumers online shopping. The study also concluded that the security concerns,
concerns about trusting vendors, quality of products and also an appealing web interface may
impact the intention of a person to shop online.
Marios Koufaris, Ajit Kambil, and Priscilla Ann LaBarbera (2014)
The study investigates about the impact of consumer experience and attitudes on intention to
return and unplanned purchases online. The different Website factors which influence the
consumer’sbehaviourwere also studied. The study was based on company named as Kozmo,
small start-up in New York City as a web-based video rental and delivery store. Online
questionnaire was designed for the customers of Kozmo with a sample size of 332
respondents. The findings in the study showed that there were differences between the
experience and behaviour of new customers. The results also showed that customer’s product
involvement can also have a significant impact on their online experience. It also emphasized
upon value added search mechanisms when customer needs are not specific. The study
concluded that the online websites must provide with their customer an enjoyable experience
and a great level of perceived control to encourage them to return.
Dr. Renuka Sharma, Dr. Kiran Mehta, Shashank Sharma, (2014)
The main objective of the study was to understand the online buying behaviour of consumers
in India. The study also focused on to collect information about the scope of improvement in
online shopping website. The survey was done by designing a questionnaire to collect data
with a sample size of 150 respondents and only 120 were considered during the final analysis.
The questionnaires were filled by email and personal interview methods. The convenience
sampling method was used for survey. The study concluded that the Indian customers are
also getting addicted to the online shopping and they do like various features of online
shopping as by rest of the world.
Mr. Vinay Kumar & Dr. Ujwala Dange (2014)
The current study was done by the researchers to understand the impact of perceived risk on
youth of Pune on their online shopping. The sample size was 267 from Pune city. The data
was collected through online medium. Convenient sampling method was adopted. A
structured questionnaire was designed for data collection. The study concluded that the

buyers have maximum perceived risk regarding financial risk, social risk, time risk and
security risk along with two risks among non-shoppers physical risk and psychological ris
Rajyalakshmi Nittala (2015)
The study investigated about the factors influencing online shopping behaviour of urban
consumers in the State of Andhra Pradesh, The primary data was collected from Internet
users in selected major cities by using a structured questionnaire and the sample size was of
1500 Internet users which were distributed evenly in six major cities. The methods of factor
analysis and multiple regression analysis were adopted to establish the relationship between
the factors influencing online shopping and online shopping behaviour.The study identified
that perceived risk and price positively affected online shopping behaviour.The study
concluded that positive attitude, product risk and financial risk impact negatively the online
shopping behaviour.
S. Aruna & A. John William (2015)
The main aim of the study was to understand the shopping behaviour of online shoppers and
the behaviour of the consumers were examined to study the factors influencing thereof. The
data collection was done through structured questionnaire. The study concluded that online
shopping in India is significantly affected by various demographic factors like age, gender,
education and income. Furthermore the outcomes of the study suggested that assessment of
consumer's shopping behaviour can help in better understanding of consumer shopping
behaviour in respect of online shopping. Simple random sampling method was used and the
hypotheses were tested using Chi square test.
Michael T. Elliott & Paul Surgi Speck (2015)
The study evaluated the effects of six web site factors and two individual difference variables
on attitude toward a retail web site. A structured questionnaire was designed for data
collection. The sample size was of 101 subjects from the University of Missouri. The study
concluded that five web site factors (ease of use, product information, entertainment, trust,
and currency) affect consumer attitude toward a retail web site. The two individual difference
variables (product involvement and online shopping experience) moderate the relationship
between specific web site factors and attitude toward a retail web site.
Vilasini Jadhav, Monica Khanna (2016)

The study investigated about the factors which influence the online buying behaviour of
college students in Mumbai. The most influential factors considered were availability, low
price, promotions, comparison, convenience, and customer service, perceived ease of use,
attitude, time consciousness, trust and variety seeking. The study stated that the go to choice
of preferred online websites were Flipchart and Mantra by students. The Depth interviews
were conducted to collect the data with a sample size of 25 college students from Somalia
Campus. The sampling technique used was that of convenience sampling to meet 25 college
students from undergraduate and postgraduate levels. The study was approached with a
qualitative research approach. The study concluded that major purchases done by students
were online mode and the most preferred mode of payment was that of Cash on delivery.
Dr Uma Narang (2017)
The study investigated about the effect of demographic factors on online shopping. There was
a combination of interviews, discussions and questionnaire method to collect the data from
the respondents. The method of random sampling was used for collection of data. The sample
size considered for the study was of 80 respondents. The overall result showed that the
customers have welcomed online shopping in a positive manner whereas the frequency of the
online shopping is less in India. As per the study the online shopping is gaining popularity
among post graduate students and professionals. The factor of security is acting as a barrier
towards online shopping among consumers as found out from the research. The study also
concluded that due to technological complexity consumers were resistant to adopt online
shopping but India being a developing nation the trends of online shopping is in a rise.
Miss. Meenal Khandake and Miss. Naziya Maldar (2017)
The main aim of the study was to investigate online consumer behaviour and to understand
the characteristics of online shopping. The research was based upon primary and secondary
data both. Questionnaire was designed exclusively for collection of primary data and
secondary data was taken from research papers, journals, magazines and websites. The
samples for the data were collected from Ratnagiri city with a sample size of 100
respondents. The study suggested that most of the respondents were satisfied with the product
return policy of online shopping sites. The study concluded that main motivating factor seen
during the study was the convenience and customer service which drives the people to online
shopping.
T.Kavitha (2017)

The study investigates about the buying behaviour of customer towards online Shopping and
to study the problems of consumer while online shopping and also to analyse the level of
satisfaction of consumers towards online shopping. The sample size was of 100 respondents
adopting random sampling method. The study was survey based and the data was collected
with the help of a well-structured interview schedule and secondary data was collected
through journals, books and magazines. With the help of percentage analysis and ranking
method data was analyzed. The study concludes that online shoppers seek for clear
information about product and service, time saving, convenience, wide variety and better
price on time are all important factor for online shopping.
Urvashi Tandon, Ravi Kiran and Ash Sah (2017)
This study focuses on identifying and analysing the key determinants that influencing
customer satisfaction towards online shopping in India.Datawere collected from 365
respondents who were active in online shopping for examining the constructs. The model was
observed using structural equation modelling. The study conclude that perceived usefulness
and website functionality have appositive impact on customer satisfaction, whereas perceived
usability had a remarkable but negative impact on customer satisfaction. Also the scale of
perceived usefulness has also been deepened by including time performance, product
performance and promotional performance.
Beril Durmus, Yesim Ulusu, Serkan Akgun (2017)
The study was carried out to examine the effect of perceived risks on online purchase
intention through WOM and trust issues. The data was collected as primary source through
questionnaires with a sample size of 635 online shoppers. Participation in the study was
completely voluntary. The use of convenience sampling was done. The study concluded that
information risk, financial risk, product risk and WOM Intensity have an effect on trust and
trust has an effect on online purchase intention.
Mohammad Anisur Rahman, Md. Aminul Islam, Bushra Humyra Esha, Nahida
Sultana and Sujan Chakravorty (2018).
The study investigates about the behaviour of customers towards online shopping in city of
Dhaka in Bangladesh. The survey was conducted by a structured questionnaire with a sample
size of 160 respondents from Dhaka city. The purpose of the study was to understand the
liking, disliking, and behaviour and satisfaction level towards online shopping of consumers.

The convenient non-probability sampling method was adopted for collection of data from the
respondents. The study concluded that most of the consumers rely on price and their
experience as the base for quality judgement and the disliking factors which came to light
was that of privacy and inability to touch and feel the products and services. Thus, these
characteristics and consumer behaviour of consumer towards online shopping would benefit
the tech entrepreneurs and policy makers to craft their strategies effectively.
Claudia Jennifer Louis (2018)
The study was aimed to identify any influence of trust, company reputation and website
quality towards customer’s satisfaction for online buying in Jabodetabek Area. The
quantitative method was used for sampling purpose. The sample size was of 209 respondents
and the survey was done by using online questionnaire to acquire primary data. The study
concluded that all three independent variables have significant influence towards customer
satisfaction.
Dr. Rajiv Sailaja (2019)
The study was conducted to identify the customer online shopping behaviour. Descriptive
research design was used and the data were collected through structured questionnaire and
the sample size was 150 respondents from Varachha region Surat. The study indicated that
the customer have a positive response towards online shopping still they have a belief that
online shopping is expensive and delayed in delivery of products and services. As per the
study it also showed that most of the alarming barriers to online consumers are unable to
verify product personally and the online payment security.
Veena.P and Namrata Rani.K (2019).
The study was undertaken to know the reasons for online shopping, to understand the risk
involved and also consumer’s behaviour towards online shopping. The data were collected
from both primary and secondary sources. A well structured questionnaire was designed for
collecting primary data and for secondary source of information documents, websites,
journals were used. The respondents were from Bangalore city and sample size was of 120
respondents. The finding of this study showed that because of easy internet facilities and
convenience. Thus, people in Bangalore are moving towards online shopping rather than
conventional shopping. Touch & feel the products, phishing scams and deceptions are the
most disliking factors for online shoppers. The study concluded that if the business people

come up with creative strategies to overcome disliking factors they can gain competitive
advantage and can provide complete satisfaction to customers.
Vetrivel .M, Ramamurthy .R (2020)
The study aims to understand various factors that will change the consumer behaviour
towards online shopping in Chennai City. It concerns mainly on economic analysis of the
consumer with special reference to Chennai City. The study used both primary and secondary
data .Simple random sampling method has been adopted for data collection. It concluded that
there were some negative responses with regards to security, warranty and other aspects.
Bindia Daroch, Gitika Nagrath and Ashutosh Gupta (2020)
The study aims to investigate about consumer behaviour towards online shopping and the
purpose of the study was to find out the problems that consumers face during their shopping
in online shopping. Descriptive research design was used for the study. The total population
size was indefinite and the sample considered for study was 158.On the basis of convenient
sampling technique respondents were selected. Primary data was collected in the study using
questionnaires. The study showed six factors due to which consumers refrain buying from
online sites namely fear of bank transaction and faith, traditional shopping more convenient
than online shopping, reputation and services provided, experience, insecurity and
insufficient product information and lack of trust. The study concluded that most of the
respondents faced both positive and negative experience while shopping online.
Sachin Tiwari, Dr. Parul Agarwal, Dr. Rudresh Pandey (2020)
The study was carried out to understand the consumer awareness and preferences towards
various products available online, to understand the frequency of online shopping and the
amount spent on a single purchase and to analyze the factors affecting online purchase. The
nature of study was empirical in nature and the data were collected from both primary and
secondary sources. The primary data was collected by designing a questionnaire and the
sample size was of 100 respondents. The sampling method of convenience method was
adopted. The collection of secondary data was from journals, magazines and books. The
study concluded that various factors affect consumer’s online purchase and trust factor was
emphasized more considering the number of details shared by the consumers.
Lokesh Aggarwal, Dr. Dimple (2020)

The study was carried out to understand the awareness level of consumer towards online
shopping and the major benefits perceived by the respondents connected with online
shopping. The study was conducted with a sample size of 157 respondents selected from a
college of semi urban area of Faridabad, especially at Ballabgarh. The study concluded that
customers give most important to the factor of better customer care and the respondents
believe that they willget more benefits due to online shopping. More discount and easy
navigation throughout the portal was also ranked respectively as the benefits.
Dr. K Nagendrababu, Girisha M C, Vedamurthy M B (2020)
This study investigated what online channels consumers use when they are in the buying
decision process. The origination of the internet created an entire new experience for
consumers regarding collecting information, comparing products or prices and the possibility
of purchasing on the internet. So consumer behaviour on the internet is a significant factor for
marketers. The study explained understanding about why and how on-line consumers go
through their buying decision process. The data was collected from both primary sources and
secondary sources. The survey method was used for collecting primary data. A survey was
conducted for the study through a structured questionnaire. 75 samples were collected.
Finally they concluded that from 2006 the online shopping habits increased drastically in
India.
Pratik K. Chauhan, Dr. Krunal Patel (2021)
The purpose of the study was to identify the awareness and various factors that determine
consumer’s behaviour towards online shopping with reference to Surat and Bardoli.The
collection of primary and secondary data was taken into consideration for the study and
questionnaire was designed to collect primary data and secondary data was collected through
journals, magazines and books. The study also showed that majorly Amazon and Flipkart
website are being used by consumers in the region of Surat and Bardoli for purchases. The
study concluded that the important factors of the online shopping are convenience in using
portal, functional features and simple and ease of shopping.
AnuragPandey, Jitesh S. Parmar (2021)
The main aim of the study was to understand and investigate about the factors affecting
consumer’s online shopping buying behaviour. The study was conducted using primary
source of data and a structured questionnaire was designed for the purpose of collection of
data and the data were collected from Kanpur city with a sample size of 162 .The study was a

descriptive type in which judgmental sampling was used for selecting samples. Factor
analysis was also performed for identifying factors .The study concluded that consumers’
online shopping behaviour was being affected by several factors like demographic factors,
social factors, consumer online shopping experience, knowledge of using internet and
computer, website design, social media, situational factors, facilitating conditions, product
characteristics, sales promotional scheme, payment option, delivery of goods and after sales
services plays an important role in online shopping.
Dr. Somabhusana Janakiballav Mishra, Debasish Rout , Purnima Sarkar , Payal Naik,
(2021)
The study investigated about the consumer behaviour towards online shopping and the impact
on online shopping during COVID-19. The data were sourced from primary as well as
secondary data. A structured questionnaire was designed for the purpose of collection of
primary data and secondary data was collected from websites, journals and publications. The
questionnaire was sent through whatsapp with a sample size of 120 respondents. The study
concluded that physical shopping is definitely good but online shopping somehow resolve
various issues of people and due to pandemic people have inclined more towards online
shopping.

Chapter 4 - RESEARCH METHODOLOGY
A. PROBLEM STATEMENT
At any given time there are millions of people online and each of themes a potential customer
for a company providing online sales. Due to the rapid development of the technologies
surrounding the Internet, a company that is interested in selling products from its web site
will constantly have to search for an edge in the fierce competition. It is of the utmost
importance to be able to understand what the consumer wants and needs. Analysing
consumer behaviour is not a new phenomenon. Hence, understanding and identifying the
consumer is closely related to the directions a company will take with their marketing
strategy. These theories can also be applied to identify the online consumer and to create
certain consumer segments.
The factors need to be identified and taken into account by online retailers in order to satisfy
consumer demands and compete in the online market. Hence, research is undertaken as “A
Study on Consumer Behaviour towards Online Shopping in Valsad City”
.

B. RESEARCH OBJECTIVE
 To analyze the association between annual income level and frequency of online shopping.
 To analyze the association between age and frequency of online shopping.
 To identify the gender differences in factors affecting consumer behavior while shopping
online.
 To identify the gender differences in external factors like financial risk, product risk, non-
delivery risk, and psychological factors like, website design, trust and security while
shopping online.
 To study factors affecting consumer behavior while shopping online
 To study external factors financial risk, product risk, non-delivery risk, and psychological
factors like, website design, trust and security affecting consumer behavior while shopping
online
C. RESEARCH DESIGN
A research design can be defined as a detailed outline of how a research will take place. It
includes how data will be collected, what instruments will be employed, how they will be
used and what are the means for analysing data.
Exploratory Research
 It is a research into a problem or situation which provides insights to the researcher about the
said problem or situation. It investigates the topics which have very less details or no details
available at all.
 It includes methods like trial studies, interviews, group discussions, experiments or other
tactics.
Descriptive Research
 A descriptive research design is an attempt to determine, describe or identify why something
is the way it is. It seeks reason. Here in this study, the researcher has no control over the
variable of the study.

 For example, an electronic brand wants to understand the purchasing trends of its products
then they will conduct a demographic survey for the same and conduct a descriptive research
on it.
Causal Research
 Causal or explanatory research is a study to understand the effect of one thing or variable on
another. It can be conducted when a change in the independent variable causes change in the
dependent variables.
 For example, change in the price of goods will bring change in the buying behaviour of
customers.
This particular study is a DESCRIPTIVE RESEARCH. It is descriptive because the
variable instruments are descriptive in nature. This study measures the consumer behaviour
towards online shopping in Valsad City.
D. SAMPLING PLAN
Population: All the people above the age of 18 who live in Valsad City are taken in the
study.
Sampling Size: Sample size was 150 selected for this study.
Sampling Frame: It includes all the customers who shop online in Valsad.
E. SOURCES OF DATA COLLECTION
This study uses primary data. Primary data were collected by using a questionnaire.
F. DATA COLLECTION METHOD
The study used Survey as the method for collection of data from the respondents.
G. DATA COLLECTION TOOL

The study used Structured Questionnaire as the tool for data collection
H. TOOL FOR ANALYSIS
To test the hypothesis of the research study, various tools have been used with the help of
Microsoft Excel and IBM SPSS Statistics 22
Reliability Test: Cronbach alpha was used to check the internal consistency reliability of
scale items.
Chi Square Test: It is to determine if a difference between observed data and expected data
is due to chance, or if it is due to a relationship between the variables
Mann Whitney U Test: It is used to compare differences between two independent groups
when the dependent variable is either ordinal or continuous, but not normally distributed.
Kruskal Wallis Test: It was performed to determine if there are statistically significant
differences among various groups of independent variables.
I. BENEFITS OF STUDY
This study helps marketers to identify which factor influence people the most in online
buying and also parameters on which people evaluate them. So that marketers can utilize the
same parameter while planning and promoting the goods and services in online market.
J. LIMITATIONS OF STUDY
The area was wide since it is confined only to Valsad City so results cannot be universally
accepted.
The study is limited to the sample size of 150 respondents only. So this cannot be a “full
proof”.

Chapter 5 - DATA ANALYSIS AND INTERPRETATION
Age
a) 18-25 years b) 26-33 years
c) 34-41 years d) Above 41 years
Table- 5.1
Table name–Age
Age Frequency
Percen
t
18-25 years 89 59%
26-33 years 36 24%
34-41 years 16 11%
Above 41 years 9 6%
Total 150 100%
Figure- 5.1

Figure Name- Age
INTERPRETATION
In this study most of the population consist of the age 18-25 years accounting to 59% which
is more than half of the population.
This also shows young and fresh students’ responses were collected in the study.
The next that followed the teenagers were aged between 26-33 years which is 24% and the
least being above 41 years which is 6%.
Gender
a) Male
b) Female
Table- 5.2
Table name–Gender
Gender NO. Percent
Female 81 54%
Male 69 46%
Total 150 100%
AGE

Figure- 5.2
Figure Name- Gender
Femal
e
54%
Male
46%
Gender
INTERPRETATION
54% of the respondents were female and 46% of the respondents were male.
Occupation
a) Student b) Business Person
c) Govt. Employee d) Professional
e) Self Employed f) Others
Table- 5.3
Table name–Occupation
Occupation No. Percent
Business Person 27 18%
Govt. Employee 10 7%
Housewife 4 3%
Professional 20 13%
Self Employed 27 18%
Student 62 41%

Total 150 100%
Figure- 5.3
Figure Name- Occupation
OCCUPATION
INTERPRETATION
From the total 150 samples under the study, 62 N are students that accounts 41% of the total
samples followed by others i.e. business person, govt. employee, and housewife, professional.
The least respondents were housewife accounting to 3%.
Educational Qualification
a) 10th Pass b) 12th Pass
c)Graduate d) Post graduate
e) Doctorate
Table- 5.4
Table name–Educational Qualification
Educational Qualification No.
Percen
t
10th Pass 16 11%
12th Pass 29 19%
Graduate 68 45%
Post Graduate 35 23%
Doctorate 2 1%
Total 150 100%

Figure- 5.4
Figure Name- Educational Qualification
EDUCATIONAL QUALIFICATION
INTERPRETATION
As per above chart majority of the respondents were graduates which is 45% followed by
post graduates which accounts for 23% and the least respondents were doctorate standing at
1%.
Annual Income
a) Up to Rs.2, 50,000 b) Between Rs. 2, 50,000 to 5, 00,000
c) Between Rs. 5, 00,000 to 10, 00,000 d) Above Rs.10, 00,000
Table- 5.5
Table name–Annual Income
Annual Income No. Percent
Upto Rs.2,50,000 85 57%
Between Rs. 2,50,000 to 5,00,000 32 21%
Between Rs. 5,00,000 to 10,00,000 22 15%
Above Rs. 10,00,000 11 7%
Total 150 100%

Figure- 5.5
Figure Name- Annual Income
Annual Income
INTERPRETATION
The income group up to Rs.2, 50,000 were the highest in the study.57% were of these income
groups.
The income group between Rs. 2, 50,000 to 5, 00,000 were the next in the study accounting
21%.
Above Rs. 10, 00,000 were the lowest counted in the about 7%.
1. In last three months, how many times have you purchased anything online?
a) Once b) Twice
c) Thrice d) More than Thrice

Table- 5.6
Table name- In last three months, how many times have you purchased anything
online?
1. In last three months, how many times have you purchased
anything online?
Coun
ts
Perce
nt
Once 50 33%
Twice 38 25%
Thrice 28 19%
More than Thrice 34 23%
Total 150 100%
Figure- 5.6
Figure Name- In last three months, how many times have you purchased anything
online?
33%
25%
19%
23%
In last three months, how many times have you
purchased anything online?
Once
Twice
Thrice
More than Thrice
INTERPRETATION
The above table depicts that 33% went for shopping once in the last three months 25% went
twice for shopping in the span of last three months wherein as per the above calculations the
online shopping frequency is less in the frequency of three times as compared to other
frequencies
2. Medium preferred for online shopping.
a) Smartphone b) Tablet
c) Laptop/PC d) Not applicable
Table- 5.7
Table name- Medium preferred for online shopping.

2. Medium preferred for online shopping. Frequency Percent
Smartphone 103 69%
Tablet 11 7%
Laptop/PC 23 15%
Not applicable 13 9%
Total 150 100%
Figure- 5.7
Figure Name- Medium preferred for online shopping.
69%
7%
15%
9%
Medium preferred for online shopping.
Smartphone
Tablet
Laptop/PC
Not applicable
INTERPRETATION
According to the survey done 69% use Smartphone for online shopping wherein tablet is the
least used medium for online shopping which is 7% and laptop/PC standing at moderate level
of 15%.
3. Which products do you normally buy/use online?
a) Apparels b) Footwear
c) Electronics d) Cosmetics
e) Others
Table- 5.8
Table name- Which products do you normally buy/use online?

3. Which products do you normally buy/use
online? Frequency
Percen
t
Apparels 41 27%
Footwear 29 19%
Electronics 46 31%
Cosmetics 31 21%
Things we need in everyday life 1 1%
Books, dietary foods 2 1%
Total 150 100%
Figure- 5.8
Figure Name- Which products do you normally buy/use online?
27%
19%31%
21%
1%
1%
Which products do you normally buy/use online?
Apparels
Footwear
Electronics
Cosmetics
Things we need in everyday
life
Books, dietary foods
INTERPRETATION
The above given chart depicts that electronics which is 31% apparels which accounts to 27%
cosmetics standing at 21% and footwear which is 19% are the product which people normally
buyonline and in that it has been noticed that books and dietary foods hold the less amount of
proportion of 1%.
4. Which website do you prefer for the product/service?
a) Flipkart b) Amazon
c) Myntra d) EBay
e) Jabong f) Cilory
g) Nykaa
Table- 5.9

Table name- Which website do you prefer for the product/service?
4. Which website do you prefer for the
product/service? Frequency
Percen
t
Flipkart 75 50%
Amazon 52 35%
Myntra 12 8%
EBay 2 1%
Jabong 1 1%
Cilory 2 1%
Nykaa 6 4%
Total 150 100%
Figure- 5.9
Figure Name- Which website do you prefer for the product/service?
50%
35%
8% 1%1%1%
4%
Which website do you prefer for the product/service?
Flipkart
Amazon
Myntra
Ebay
Jabong
Cilory
Nykaa
INTERPRETATION
As per the above chart it suggests that flipkart and Amazon are the website which is preferred
mostly by online shoppers accounting for 50% and 35% respectively whereas the least
preferred is Cilory, Jabong and Ebay which is 1% individually.
5.How did you get the information of buying products through an online portal?
a) Friends/Family b) Social media
c) Advertisement d) Promotional emails
e) Others

Table- 5.10
Table name- How did you get the information of buying products through an online
portal?
5. How did you get the information of buying
products through an online portal? Frequency Percent
Friends/Family 47 31%
Social media 58 38%
Advertisement 37 25%
Promotional emails 7 5%
Through online shopping application 1 1%
Total 150 100%
Figure- 5.10
Figure Name- How you got the information of buying products through an online
portal
31%
39%
25%
5%
1%
How did you get the information of buying products
through an online portal?
Friends/Family
Social media
Advertisement
Promotional emails
Through online shopping
application
INTERPRETATION
The table depicts that out of 100 percent the information of buying products through an
online portal is by social media which is 38% and the least information provided is through
online shopping application which is 1%.
6. How do you evaluate between different online websites available at your disposal?
Not at all
Important
Slightly
important
Important Fairly
Important
Most
Important
Credibility
Ease of use
Payment options
Variety of Products

Delivery Charges
Discount offers
Visual Appearance
Table- 5.11
Table name– Consumer Behaviour towards Online Shopping
Credibility Frequency
Percen
t
Not at all Important 11 7%
Slightly important 32 21%
Important 62 41%
Fairly Important 13 9%
Most Important 32 21%
Total 150 100%
Figure- 5.11
Figure Name- Consumer Behaviour towards Online Shopping
Not at all Important
Slightly important
Important
Fairly Important
Most Important
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
7%
21%
41%
9%
21%
Credibility
INTERPRETATION

The above chart depicts that credibility plays an important role in the evaluation of different
websites which is 41% and the 7% of the respondents found it not at all important for
evaluation of different websites. Thus, most of the respondents considered credibility as an
important factor.
Table- 5.12
Table name– Consumer Behaviour towards Online Shopping
Ease of Use Frequency Percent
Not at all Important 9 6%
Slightly important 36 24%
Important 58 39%
Fairly Important 21 14%
Most Important 26 17%
Total 150 100%
Figure- 5.12
Figure Name- Consumer Behaviour towards Online Shopping
Not at all Important
Slightly important
Important
Fairly Important
Most Important
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
6%
24%
39%
14%
17%
Ease of Use
INTERPRETATION
According to the chart the factor ease of use plays an important role in the evaluation of
different websites which is 39% wherein 6% of the respondents considered it as not so
important for the evaluation. Thus, considering the overall responses ease of use is
considered as an important factor for evaluation

Table- 5.13
Table name- Consumer Behaviour towards Online Shopping.
Payment Options Frequency Percent
Not at all Important 13 9%
Slightly important 23 15%
Important 57 38%
Fairly Important 14 9%
Most Important 43 29%
Total 150 100%
Figure- 5.13
Figure Name- Consumer Behaviour towards Online Shopping.
Not at all Important
Slightly important
Important
Fairly Important
Most Important
0% 5% 10% 15% 20% 25% 30% 35% 40%
1
2
3
4
5
9%
15%
38%
9%
29%
Payment Options
INTERPRETATION
As per the above chart the factor payment options as an important factor is holding the major
responses in the survey which is 38% and 9% of respondents considered it as not at all
important wherein the weight age of the importance factor is more.
Table- 5.14
Table name– Consumer Behaviour towards Online Shopping.
Variety of Products
Frequenc
y
Percen
t
Not at all Important 8 5%
Slightly important 21 14%
Important 61 41%
Fairly Important 16 11%
Most Important 44 29%

Total 150 100%
Figure- 5.14
Figure Name- Consumer Behaviour towards Online Shopping.
Not at all Important
Slightly important
Important
Fairly Important
Most Important
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
5%
14%
41%
11%
29%
Variety of Products
INTERPRETATION
The above chart depicts variety of products in the scale of most important to not all
important. It holds the major amount of responses as an important factor accounting for 41%
and the least being 5% as not at all important.
Table- 5.15
Table name– Consumer Behaviour towards Online Shopping.
Delivery Charges Frequency Percent
Not at all Important 16 11%
Slightly important 14 9%
Important 60 40%
Fairly Important 23 15%
Most Important 37 25%
Total 150 100%
Figure- 5.15
Figure Name- Consumer Behaviour towards Online Shopping.

Not at all Important
Slightly important
Important
Fairly Important
Most Important
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
11%
9%
40%
15%
25%
Delivery Charges
INTERPRETATION
According to the above charts the factor delivery charges in the scale from most important to
not at all important shows it as an important factor with a response of 40% and the least being
9% as slightly important .Thus overall it shows that delivery charges are also an important
factor during evaluation of different websites.
Table- 5.16
Table name– Consumer Behaviour towards Online Shopping.
Discount Offers Frequency Percent
Not at all Important 11 7%
Slightly important 26 17%
Important 52 35%
Fairly Important 19 13%
Most Important 42 28%
Total 150 100%
Figure- 5.16
Figure Name- Consumer Behaviour towards Online Shopping.
Not at all Important
Slightly important
Important
Fairly Important
Most Important
0% 5% 10% 15% 20% 25% 30% 35% 40%
1
2
3
4
5
7%
17%
35%
13%
28%
Discount Offers

INTERPRETATION
According to the above charts the factor of discount offer also play an important role in the
evaluation aspect of different websites wherein the scale shows that 35% of the respondents
considered it as an important factor and at the least part 7% of the respondents considered it
as an not so important factor but considering the overall respondents in the scale it is evident
that discount offers also has an important presence in the evaluation of different websites.
Table- 5.17
Table name– Consumer Behaviour towards Online Shopping.
Visual appearance Frequency Percent
Not at all Important 14 9%
Slightly important 21 14%
Important 58 39%
Fairly Important 16 11%
Most Important 41 27%
Total 150 100%
Figure- 5.17
Figure Name- Consumer Behaviour towards Online Shopping.
Not at all Important
Slightly important
Important
Fairly Important
Most Important
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
9%
14%
39%
11%
27%
Visual appearance
INTERPRETATION
The above chart depicts that visual appearance is an important factor and 39% of the
respondents considered it as an important factor in the scale from most important to not at all
important and 9% of the respondents considered it as not at all important. Thus, visual
appearances are an important factor in the evaluation process of different websites.

7. At the time of evaluation of different online websites who/which factors influences
you?
a) Family/Friends b) Own Experience
c) Social Media Promotions d) Other
Table- 5.18
Table name– At the time of evaluation of different online websites who/which factors
influences you?
7. At the time of evaluation of different online
websites who/which factors influences you? Frequency Percent
Family/Friends 36 24%
Own Experience 92 61%
Social Media Promotions 22 15%
Total 150 100%
Figure- 5.18
Figure Name- At the time of evaluation of different online websites who/which factors
influences you?
Family/Friends
Own Experience
Social Media Promotions
0% 10% 20% 30% 40% 50% 60% 70%
1
2
3
24%
61%
15%
At the time of evaluation of different online websites
who/which factors influences you?
INTERPRETATION
According to the chart own experience plays an important role as an influential factor at the
evaluation of different websites which is 61% family/friends at 24% and the least influential
being social media promotions at 15%.
8. Which mode of payment do you prefer most while doing online shopping?
a) Cash on delivery b) Debit card

c) Credit card d) E-wallets
e) Bank Transfers
Table- 5.19
Table name– Which modes of payment do you prefer most while doing online
shopping?
8. Which mode of payment do you prefer most
while doing online shopping? Frequency Percent
Cash on delivery 83 55%
Debit card 33 22%
Credit card 17 11%
E-wallets 12 8%
Bank Transfers 5 3%
Total 150 100%
Figure- 5.19
Figure Name- Which modes of payment do you prefers most while doing online
shopping?
Cash on delivery
Debit card
Credit card
E-wallets
Bank Transfers
0% 10% 20% 30% 40% 50% 60%
1
2
3
4
5
55%
22%
11%
8%
3%
Which mode of payment do you prefer most while doing
online shopping?
INTERPRETATION
The above table states that the majority of shoppers prefer cash on delivery as the mode of
payment which is 55%, debit card being in the second preference at 22%, credit card at 11%
and the less considered mode of payment being bank transfers which is 3%
9. Do you recommend others to adopt online shopping?
a) Yes
b) No
c) Maybe

Table- 5.20
Table name– Do you recommend others to adopt online shopping ?
9. Do you recommend others to adopt online
shopping ? Frequency Percent
Yes 113 75%
No 10 7%
Maybe 27 18%
Total 150 100%
Figure- 5.20
Figure Name- Do you recommend others to adopt online shopping?
Yes
No
Maybe
0% 10% 20% 30% 40% 50% 60% 70% 80%
1
2
3
75%
7%
18%
Do you recommend others to adopt online shopping ?
INTERPRETATION
The study suggested that majority of the shoppers suggested recommending online shopping
to others as yes which is at 75% and 7% didn’t consider recommending online shopping to
others whereas 18% were still in dilemma to recommend online shopping to others or not.
10. Please rate your level of agreement with following statements.
Sr.
No
Statement SA A N D SD
1 I hesitate to shop online as there is a high risk of receiving
malfunctioning product.
2 I feel that there will be difficulty in settling funds when I shop
online (e.g. while exchanging products)
3 I might not get what I ordered through online shopping

4 It is hard to judge the quality of products over internet.
5 I might receive a fake brand of product rather than authentic
ones.
6 I might not receive the product ordered online
7 I do not shop online because of non-availability of reliable &
well-equipped shipper/logistic channel
8 I feel that my credit/debit card details may be compromised and
misused if I shop online.
9 I might be vulnerable to Cyber thefts
10 Inquiries are answered on time.
11 I buy from online stores only if the aesthetics are appealing
12 I buy from online stores only if the navigation flow is user
friendly of the portal.
13 I buy from online stores only if the site content is easy for me to
understand and the information provided is relevant.
14 I buy from online stores only if they have an easy and error free
ordering and transaction procedure.
15 I’m discouraged to buy from website if I’m not able to find the
product in single click.
Table- 5.21
Table name– Consumer Behaviour towards Online Shopping
I hesitate to shop online as there is a high risk of
receiving malfunctioning product. Frequency Percent
Strongly Agree 28 19%
Agree 56 37%
Neutral 41 27%
Disagree 22 15%
Strongly Disagree 3 2%
Total 150 100%
Figure- 5.21
Figure Name- Consumer Behaviour towards Online Shopping

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40%
1
2
3
4
5
19%
37%
27%
15%
2%
I hesitate to shop online as there is a high risk of receiving
malfunctioning product.
INTERPRETATION
The above chart depicts that majority of respondents which is 37% agree that there is a high
risk of receiving malfunctioning product so they are hesitant to shop online and on the other
side of the spectrum 2% strongly disagree to the same factor.
Table- 5.22
Table name– Consumer Behaviour towards Online Shopping.
I feel that there will be difficulty in settling funds when I shop
online (e.g. while exchanging products) Frequency Percent
Strongly Agree 17 11%
Agree 59 39%
Neutral 50 33%
Disagree 19 13%
Strongly Disagree 5 4%
Total 150 100%
Figure- 5.22
Figure Name- Consumer Behaviour towards Online Shopping

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
11%
39%
33%
13%
3%
I feel that there will be difficulty in settling funds when I
shop online (e.g. while exchanging products)
INTERPRETATION
The above chart depicts that 39% respondents agree that there will be difficulty in settling
funds when they shop online and on the other side 4% strongly disagree to the same factor.
Table- 5.23
Table name– Consumer Behaviour towards Online Shopping.
I might not get what I ordered through
online shopping Frequency Percent
Strongly Agree 15 10%
Agree 50 33%
Neutral 62 41%
Disagree 15 10%
Strongly Disagree 8 6%
Total 150 100%
Figure- 5.23
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
10%
33%
41%
10%
6%
I might not get what I ordered through online shopping
INTERPRETATION
The above chart says that 41% respondents are neutral about they might not get what they
ordered through online shopping. On the other hand 6% strongly disagree to this factor.
Table- 5.24
Table name– Consumer Behaviour towards Online Shopping
It is hard to judge the quality of products
over internet. Frequency Percent
Strongly Agree 32 21%
Agree 66 44%
Neutral 41 27%
Disagree 9 6%
Strongly Disagree 2 2%
Total 150 100%
Figure- 5.24
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
1
2
3
4
5
21%
44%
27%
6%
2%
It is hard to judge the quality of products over internet.
INTERPRETATION
The above chart states that 44% respondents agree that it is hard to judge the quality of
products over internet. On the other contrary 2% strongly disagree to this factor.
Table- 5.25
Table name– Consumer Behaviour towards Online Shopping
I might receive a fake brand of product
rather than authentic ones. Frequency Percent
Strongly Agree 22 15%
Agree 58 39%
Neutral 46 31%
Disagree 16 11%
Strongly Disagree 8 4%
Total 150 100%
Figure- 5.25
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
15%
39%
31%
11%
4%
I might receive a fake brand of product rather than authentic
ones.
INTERPRETATION
The above chart shows that 39% respondents agree that they might receive a fake brand of
products rather than authentic ones whereas 5% strongly disagree to this factor.
Table- 5.26
Table name– Consumer Behaviour towards Online Shopping
I might not receive the product ordered
online. Frequency Percent
Strongly Agree 19 13%
Agree 47 31%
Neutral 49 33%
Disagree 29 19%
Strongly Disagree 6 4%
Total 150 100%
Figure- 5.26
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35%
1
2
3
4
5
13%
31%
33%
19%
4%
I might not receive the product ordered online.
INTERPRETATION
According to the chart 33% respondents feel neutral about not receiving product ordered
online, 31% showed agreement for the statement but at the same time the survey showed
response of 4% of strong disagreement for the same factor.
Table- 5.27
Table name– Consumer Behaviour towards Online Shopping
I do not shop online because of non-
availability of reliable & well-equipped
shipper/logistic channel Frequency Percent
Strongly Agree 20 13%
Agree 51 34%
Neutral 47 31%
Disagree 22 15%
Strongly Disagree 10 7%
Total 150 100%
Figure- 5.27
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40%
1
2
3
4
5
13%
34%
31%
15%
7%
I do not shop online because of non-availability of reliable &
well-equipped shipper/logistic channel
INTERPRETATION
As per the above chart 34% respondents agree that they do not shop online because of non-
availability of reliable & well- equipped shipper/logistic channel. Wherein 7% show strong
disagreement to the factor mentioned above.
Table- 5.28
Table name– Consumer Behaviour towards Online Shopping
I feel that my credit/debit card details
may be compromised and misused if I
shop online. Frequency Percent
Strongly Agree 31 21%
Agree 46 31%
Neutral 53 35%
Disagree 11 7%
Strongly Disagree 9 6%
Total 150 100%
Figure- 5.28
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40%
1
2
3
4
5
21%
31%
35%
7%
6%
I feel that my credit/debit card details may be compromised
and misused if I shop online.
INTERPRETATION
The above chart depicts that 35% respondents feel neutral about their credit/ debit card details
maybe compromised and misused if they shop online on the other side 6% strongly disagree
to this factor.
Table- 5.29
Table name– Consumer Behaviour towards Online Shopping
I might be vulnerable to Cyber thefts Frequency Percent
Strongly Agree 20 13%
Agree 62 41%
Neutral 52 35%
Disagree 10 7%
Strongly Disagree 6 4%
Total 150 100%
Figure- 5.29
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
13%
41%
35%
7%
4%
I might be vulnerable to Cyber thefts
INTERPRETATION
The above chart depicts that 41% respondents agree that they might be vulnerable to cyber
thefts. Wherein there was a strong disagreement from respondents which is 4%
Table- 5.30
Table name– Consumer Behaviour towards Online Shopping
Inquiries are answered on time. Frequency Percent
Strongly Agree 26 17%
Agree 62 41%
Neutral 50 33%
Disagree 9 6%
Strongly Disagree 3 3%
Total 150 100%
Figure- 5.30
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
17%
41%
33%
6%
3%
Inquiries are answered on time.
INTERPRETATION
The above chart depicts that 41% respondents agree that inquiries are answered on time and
from the scale of strong agreement to strong disagreement 3% respondents showed a strong
disagreement.
Table- 5.31
Table name– Consumer Behaviour towards Online Shopping
I buy from online stores only if the
aesthetics are appealing Frequency Percent
Strongly Agree 19 13%
Agree 67 45%
Neutral 49 33%
Disagree 11 7%
Strongly Disagree 4 2%
Total 150 100%
Figure- 5.31
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
1
2
3
4
5
13%
45%
33%
7%
2%
I buy from online stores only if the aesthetics are appealing
INTERPRETATION
The above chart states that 45% respondents agree that they buy from online stores only if the
aesthetics are appealing. At the same time 2% showed strong disagreement.
Table- 5.32
Table name– Consumer Behaviour towards Online Shopping
I buy from online stores only if the
navigation flow is user friendly of the
portal. Frequency Percent
Strongly Agree 23 15%
Agree 63 42%
Neutral 51 34%
Disagree 12 8%
Strongly Disagree 1 1%
Total 150 100%
Figure- 5.32
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
15%
42%
34%
8%
1%
I buy from online stores only if the navigation flow is user
friendly of the portal.
INTERPRETATION
The above chart depicts that 42% respondents agree that they buy from online stores only if
the navigation flow is user friendly of the portal and 1% showed strongly disagreement to this
factor
Table- 5.33
Table name– Consumer Behaviour towards Online Shopping
I buy from online stores only if the site
content is easy for me to understand and
the information provided is relevant. Frequency Percent
Strongly Agree 31 21%
Agree 71 47%
Neutral 35 23%
Disagree 10 7%
Strongly Disagree 3 2%
Total 150 100%
Figure- 5.33
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
1
2
3
4
5
21%
47%
23%
7%
2%
I buy from online stores only if the site content is easy for me
to understand and the information provided is relevant.
INTERPRETATION
As per the above chart 47% respondents agree that they buy from online stores only if the site
content is easy for them to understand and the information provided is relevant on the other
side of spectrum 2% strongly disagree to this factor.
Table- 5.34
Table name– Consumer Behaviour towards Online Shopping
I buy from online stores only if they have
an easy and error free ordering and
transaction procedure. Frequency Percent
Strongly Agree 28 19%
Agree 74 49%
Neutral 36 24%
Disagree 8 5%
Strongly Disagree 4 3%
Total 150 100%
Figure- 5.34
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 10% 20% 30% 40% 50% 60%
1
2
3
4
5
19%
49%
24%
5%
3%
I buy from online stores only if they have an easy and error
free ordering and transaction procedure.
INTERPRETATION
The above chart depicts that 49% respondents agree that they buy from online stores only if
they have an easy and error free ordering and transaction procedure. Whereas 3% strongly
disagree to the factor that an easy and error free ordering and transaction procedure does not
matter much.
Table- 5.35
Table name– Consumer Behaviour towards Online Shopping
I’m discouraged to buy from website if
I’m not able to find the product in single
click. Frequency Percent
Strongly Agree 27 18%
Agree 46 31%
Neutral 58 39%
Disagree 6 4%
Strongly Disagree 13 8%
Total 150 100%
Figure- 5.35
Figure Name- Consumer Behaviour towards Online Shopping.

Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1
2
3
4
5
18%
31%
39%
4%
8%
I’m discouraged to buy from website if I’m not able to find
the product in single click.
INTERPRETATION
The above chart depicts that 31% respondents agree that they are discouraged to buy from
website if they are not able to find the product in single click. On the other side of spectrum
9% strongly disagree to this factor.
Mean
Sr.
No
Factors Mean
1 Credibility 3.153
2 Ease of Use 3.127
3 Payment Options 3.340
4 Variety of Products 3.447
5 Delivery Charges 3.340
6 Discount Offers 3.367
7 Visual appearance 3.327
INTERPRETATION
As per the above table shown the factor “variety of products” is considered as an evaluating
factor for different online websites as the most important factor and the least considered is
“ease of use”.

Sr.No Statements Mean
1 I hesitate to shop online as there is a
high risk of receiving malfunctioning
product.
2.440
2 I feel that there will be difficulty in
settling funds when I shop online
(e.g. while exchanging products)
2.573
3 I might not get what I ordered
through online shopping 2.673
4 It is hard to judge the quality of
products over internet. 2.220
5 I might receive a fake brand of
product rather than authentic ones. 2.533
6 I might not receive the product
ordered online 2.707
7 I do not shop online because of non-
availability of reliable & well-
equipped shipper/logistic channel
2.673
8 I feel that my credit/debit card details
may be compromised and misused if
I shop online.
2.473
9 I might be vulnerable to Cyber thefts 2.467
10 Inquiries are answered on time. 2.340
11 I buy from online stores only if the
aesthetics are appealing 2.427
12 I buy from online stores only if the
navigation flow is user friendly of the
portal.
2.367
13 I buy from online stores only if the
site content is easy for me to
understand and the information
provided is relevant.
2.220
14 I buy from online stores only if they
have an easy and error free ordering
and transaction procedure.
2.240
15 I’m discouraged to buy from website
if I’m not able to find the product in
single click.
2.500

INTERPRETATION
As per the above table shown the external factor of non delivery risk is considered as an
external factor holding the major amount of percentage while shopping online as the most
important factor.
Tools for Analysis
Reliability Test
The inter-item reliability was tested for all the Likert-scale, using Cronbach Alpha.
The results are represented underneath:
Factors

Table- 5.36
Table name – Reliability
Statistics
Cronbach
Alpha N of Items
.944 7
Source: Primary Data
INTERPRETATION
Cronbach Alpha’s value is 0.944 which was more than 0.06 which indicates a high level of
consistency. For the instrument in this study, the Cronbach Alpha coefficient was 0.944,
which according to George and Mallery (2003) rule of thumb depicted good internal
consistency of the items in the scale.
Statements
Table- 5.37
Table name – Reliability
Statistics
Cronbach
Alpha N of Items
.914 15
Source: Primary Data
INTERPRETATION
Cronbach Alpha’s value is 0.914 which was more than 0.06 which indicates a high level of
consistency. For the instrument in this study, the Cronbach Alpha coefficient was 0.914,
which according to George and Mallery (2003) rule of thumb depicted good internal
consistency of the items in the scale.

Normality Test
Table- 5.38
Table name – Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Credibility .251 150 .000 .878 150 .000
Ease of Use .231 150 .000 .895 150 .000
Payment Options .225 150 .000 .871 150 .000
Variety of Products .245 150 .000 .864 150 .000
Delivery Charges .207 150 .000 .880 150 .000
Discount Offers .208 150 .000 .880 150 .000
Visual appearance .221 150 .000 .876 150 .000
Lilliefors Significance Correction
Source: Primary Data

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
I hesitate to shop online as
there is a high risk of
receiving malfunctioning
product.
.227 150 .000 .894 150 .000
I feel that there will be
difficulty in settling funds
when I shop online (e.g.
while exchanging products)
.230 150 .000 .893 150 .000
I might not get what I
ordered through online
shopping
.215 150 .000 .889 150 .000
It is hard to judge the quality
of products over internet. .250 150 .000 .871 150 .000
I might receive a fake brand
of product rather than
authentic ones.
.229 150 .000 .891 150 .000
I might not receive the
product ordered online .190 150 .000 .909 150 .000
I do not shop online because
of non-availability of
reliable & well-
equipped shipper/logistic
channel
.205 150 .000 .905 150 .000
I feel that my credit/debit
card details may be
compromised and misused if
I shop online.
.182 150 .000 .887 150 .000
I might be vulnerable to
Cyber thefts .236 150 .000 .874 150 .000
Inquiries are answered on
time. .233 150 .000 .876 150 .000
I buy from online stores only
if the aesthetics are
appealing
.256 150 .000 .871 150 .000

I buy from online stores only
if the navigation flow is user
friendly of the portal.
.238 150 .000 .878 150 .000
I buy from online stores only
if the site content is easy for
me to understand and the
information provided is
relevant.
.275 150 .000 .861 150 .000
I buy from online stores only
if they have an easy and
error free ordering and
transaction procedure.
.284 150 .000 .851 150 .000
I’m discouraged to buy from
website if I’m not able to
find the product in single
click.
.202 150 .000 .891 150 .000
Lilliefors Significance Correction
INTERPRETATION
If the P-Value of the Shapiro Wilk Test is larger than 0.05, we assume a normal distribution. If
the P-Value of the Shapiro Wilk Test is smaller than 0.05, we do not assume a normal
distribution.
The P-value Shapiro Wilk Test is less than .001which is less than 0.05 so we assume that the
data is not distributed normally.

CHI SQUARE TEST
Objective: To analyze the association between annual income level and frequency of
online shopping.
Hypothesis 1
Ho. There is no significant association between annual income level and frequency of online
shopping.
H1. There is significant association between annual income level and frequency of online
shopping.
Table- 5.39
Table name – Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-
Square 8.302a 9 .504
6 cells (37.5%) have expected count less than 5. The
minimum expected count is 2.05.
Source: Primary Data
INTERPRETATION
From the above table we can see that the significant value is 0.504 which is greater than 0.05
it means null hypothesis is accepted. Hence, we can conclude that there is no significant
association between annual income level and frequency of online shopping.

Objective: To analyze the association between age and frequency of online shopping`
Hypothesis
Ho. There is no significant association between age and frequency of online shopping.
H1. There is significant association between age and frequency of online shopping.
Table- 5.40
Table name – Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-
Square 10.779a 9 .291
7 cells (43.8%) have expected count less than 5. The
minimum expected count is 1.68.
Source: Primary Data
INTERPRETATION
From the above table we can see that the significant value is 0.291 which is greater than 0.05
it means null hypothesis is accepted. Hence, we can conclude that there is no significant
association between age and frequency of online shopping.

MANN-WHITNEY U TEST
Objective: To identify the gender differences in factors affecting consumer behavior
while shopping online.
Hypothesis 1
Ho: There is no significant difference in gender and factors affecting consumer behavior
H1: There is significant difference in gender and factors affecting consumer behavior
Table- 5.41
Table name – Mann-Whitney U Test Ranks
Gender N Mean Rank
Sum of
Ranks
Credibility 1.0 69 71.56 4937.50
2.0 81 78.86 6387.50
Total 150
Ease of Use 1.0 69 67.55 4661.00
2.0 81 82.27 6664.00
Total 150
Payment Options 1.0 69 67.33 4645.50
2.0 81 82.46 6679.50
Total 150
Variety of
Products
1.0 69 65.54 4522.50
2.0 81 83.98 6802.50
Total 150
Delivery Charges 1.0 69 66.05 4557.50
2.0 81 83.55 6767.50
Total 150
Discount Offers 1.0 69 64.27 4434.50
2.0 81 85.07 6890.50
Total 150
Visual
appearance
1.0 69 65.33 4507.50
2.0 81 84.17 6817.50
Total 150

Test Statistics
Credibility
Ease of
Use
Payment
Options
Variety
of
Products
Delivery
Charges
Discount
Offers
Visual
appearance
Mann-
Whitney U 2522.500 2246.000 2230.500 2107.500 2142.500 2019.500 2092.500
Asymp. Sig.
(2-tailed) .282 .031 .026 .006 .010 .002 .006
Grouping Variable: Gender
Source: Primary Data
INTERPRETATION
All the values of p are greater than 0.05 resulting into the acceptance ofHo which indicates
that there is no significant difference in gender and factors affecting consumer behavior
except one factor i.e. Discount offers which results into the rejection of Ho.

Objective: To identify the gender differences in external factors like financial risk,
product risk, non-delivery risk, and psychological factors like, website design, trust and
security while shopping online.
Hypothesis 2
Ho: There is no significant difference in gender and external factors affecting consumer
behavior
H1: There is significant difference in gender and external factors affecting consumer behavior
Table- 5.42
Table name – Mann-Whitney U Test Ranks
Gender N
Mean
Rank
Sum of
Ranks
I hesitate to shop online as there is a high risk of
receiving malfunctioning product.
1.0 69 68.78 4746.00
2.0 81 81.22 6579.00
Total 150
I feel that there will be difficulty in settling
funds when I shop online (e.g. while exchanging
products)
1.0 69 72.17 4979.50
2.0 81 78.34 6345.50
Total 150
I might not get what I ordered through online
shopping
1.0 69 71.99 4967.00
2.0 81 78.49 6358.00
Total 150
It is hard to judge the quality of products over
internet.
1.0 69 68.55 4730.00
2.0 81 81.42 6595.00
Total 150
I might receive a fake brand of product rather
than authentic ones.
1.0 69 68.25 4709.50
2.0 81 81.67 6615.50
Total 150
I might not receive the product ordered online 1.0 69 65.86 4544.50
2.0 81 83.71 6780.50
Total 150
I do not shop online because of non-availability
of reliable & well-equipped shipper/logistic
channel
1.0 69 68.03 4694.00
2.0 81 81.86 6631.00
Total 150

I feel that my credit/debit card details may be
compromised and misused if I shop online.
1.0 69 72.10 4975.00
2.0 81 78.40 6350.00
Total 150
I might be vulnerable to Cyber thefts 1.0 69 72.56 5006.50
2.0 81 78.01 6318.50
Total 150
Inquiries are answered on time. 1.0 69 77.62 5355.50
2.0 81 73.70 5969.50
Total 150
I buy from online stores only if the aesthetics are
appealing
1.0 69 77.17 5325.00
2.0 81 74.07 6000.00
Total 150
I buy from online stores only if the navigation
flow is user friendly of the portal.
1.0 69 73.74 5088.00
2.0 81 77.00 6237.00
Total 150
I buy from online stores only if the site content
is easy for me to understand and the information
provided is relevant.
1.0 69 75.19 5188.00
2.0 81 75.77 6137.00
Total 150
I buy from online stores only if they have an
easy and error free ordering and transaction
procedure.
1.0 69 71.85 4957.50
2.0 81 78.61 6367.50
Total 150
I’m discouraged to buy from website if I’m not
able to find the product in single click.
1.0 69 69.88 4821.50
2.0 81 80.29 6503.50
Total 150

I
hesitate
to shop
online
as there
is a high
risk of
receivin
g
malfunc
tioning
product.
I feel
that
there
will
be
diffic
ulty in
settlin
g
funds
when
I shop
online
(e.g.
while
excha
nging
produ
cts)
I
might
not
get
what I
ordere
d
throug
h
online
shopp
ing
It is
hard
to
judge
the
qualit
y of
produ
cts
over
intern
et.
I
might
receiv
e a
fake
brand
of
produ
ct
rather
than
authe
ntic
ones.
I
might
not
receiv
e the
produ
ct
ordere
d
online
I do not
shop
online
because
of non-
availabil
ity of
reliable
&
well-
equippe
d
shipper/l
ogistic
channel
I feel
that my
credit/d
ebit
card
details
may be
compro
mised
and
misuse
d if I
shop
online.
I
might
be
vulner
able
to
Cyber
thefts
Inquir
ies are
answe
red on
time.
I buy
from
online
stores
only
if the
aesthe
tics
are
appeal
ing
I buy
from
online
stores
only
if the
navig
ation
flow
is user
friend
ly of
the
portal.
I buy
from
online
stores
only if
the
site
conte
nt is
easy
for me
to
under
stand
and
the
infor
matio
n
provid
ed is
releva
nt.
I buy
from
online
stores
only
if they
have
an
easy
and
error
free
orderi
ng
and
transa
ction
proce
dure.
I’m
discou
raged
to buy
from
websit
e if
I’m
not
able to
find
the
produc
t in
single
click.
Man
n-
Whit
ney
U
2331.0
00
2564
.500
2552
.000
2315
.000
2294
.500
2129
.500
2279.0
00
2560.
000
2591
.500
2648
.500
2679
.000
2673
.000
2773
.000
2542
.500
2406
.500
Asy
mp.
Sig.
(2-
taile
d)
.068 .360 .332 .055 .048 .009 .043 .356 .416 .559 .641 .626 .931 .305 .124
Grouping Variable: Gender
Source: Primary Data

INTERPRETATION
Majority of the values of p are greater than 0.05 resulting into the acceptance of Ho which
indicates that there is no significant difference in gender and external factors affecting
consumer behavior except three statements stating receiving a fake brand of product rather
than authentic ones, not receiving the product ordered online and not shopping online
because of non-availability of reliable & well-equipped shipper/logistic channel showed a
rejection of hypothesis as their p values were less than the significant level 0.05.

Kruskal Wallis Test
Objective: To study factorsaffecting consumer behaviorwhile shopping online
Hypothesis 1
Ho: There is no significant difference in factors affecting consumer behaviorwhile shopping
online in terms of age
H1: There is significant difference in factors affecting consumer behavior while shopping
online in terms of age
Sr.
No
Ho: There is no significant difference in
factors affecting consumer behavior while
shopping online in terms of age
Significan
ce Value
Result
1 Credibility 0.780 Ho failed to reject
2 Ease of Use 0.443 Ho failed to reject
3 Payment Options 0.846 Ho failed to reject
4 Variety Of Products 0.358 Ho failed to reject
5 Delivery Charges 0.610 Ho failed to reject
6 Discount Offers 0.219 Ho failed to reject
7 Visual Appearance 0.195 Ho failed to reject
Table- 5.43
Table name – Kruskal Wallis Test (Age)
Source: Primary Data
INTERPRETATION
The Kruskal-Wallis H test result showed that there was no significant difference
in thefactors affecting consumer behaviorwhile shopping online in terms of age
group.
The test results for the above factors were not statistically significant as their p
values were greater than the level of significance, 0.05

Hypothesis 2
Ho: There is no significant difference in factors affecting consumer behaviorwhile shopping
online in terms of income
H1: There is significant difference in factors affecting consumer behavior while shopping
online in terms of income
Table- 5.44
Table name – Kruskal Wallis Test (Income)
Source: Primary Data
INTERPRETATION
The Kruskal-Wallis H test result showed that majority of the factors have no significant
difference in factors affecting consumer behaviorwhile shopping online in terms of
income.The test results for the factors affecting of above information were not
statistically significant as their p values were greater than the level of significance, 0.05.
Sr.
No
Ho: There is no significant difference in
factors affecting consumer behavior while
shopping online in terms of income
Significan
ce Value
Result
1 Credibility 0.131 Ho failed to reject
2 Ease of Use 0.213 Ho failed to reject
3 Payment Options 0.124 Ho failed to reject
4 Variety Of Products 0.046 Ho rejected
5 Delivery Charges 0.610 Ho failed to reject
6 Discount Offers 0.102 Ho failed to reject
7 Visual Appearance 0.053 Ho failed to reject

However, the test result was statistically significant with p value less than the level of
significance, 0.05 for the factor in terms of income stating “variety of products.”
Hypothesis 3
Ho: There is no significant difference in factors affecting consumer behaviorwhile shopping
online in terms of occupation
H1: There is significant difference in factors affecting consumer behavior while shopping
online in terms of occupation
Table- 5.45
Table name – Kruskal Wallis Test (Occupation)
Sr.
No
Ho: There is no significant difference in
factors affecting consumer behavior while
shopping online in terms of occupation
Significan
ce Value
Result
1 Credibility 0.624 Ho failed to reject
2 Ease of Use 0.820 Ho failed to reject
3 Payment Options 0.858 Ho failed to reject
4 Variety Of Products 0.199
Ho failed to reject
5 Delivery Charges 0.473 Ho failed to reject
6 Discount Offers 0.860 Ho failed to reject
7 Visual Appearance 0.336 Ho failed to reject
Source: Primary Data
INTERPRETATION

The Kruskal-Wallis H test result showed that there was no significant difference
in thefactors affecting consumer behaviorwhile shopping online in terms of
occupation group.
The test results for the above factors were not statistically significant as their p values were
greater than the level of significance, 0.05
Hypothesis 4
Ho: There is no significant difference in factors affecting consumer behaviorwhile shopping
online in terms of education
H1: There is significant difference in factors affecting consumer behavior while shopping
online in terms of education
Table- 5.46
Table name – Kruskal Wallis Test (Education)
Sr.
No
Ho: There is no significant difference in
factors affecting consumer behavior while
shopping online in terms of education
Significan
ce Value
Result
1 Credibility 0.567 Ho failed to reject
2 Ease of Use 0.417 Ho failed to reject
3 Payment Options 0.502 Ho failed to reject
4 Variety Of Products 0.852 Ho failed to reject
5 Delivery Charges 0.387 Ho failed to reject
6 Discount Offers 0.924 Ho failed to reject
7 Visual Appearance 0.527 Ho failed to reject

Source: Primary Data
INTERPRETATION
The Kruskal-Wallis H test result showed that there was no significant difference
in thefactors affecting consumer behaviorwhile shopping online in terms of
education.
The test results for the above factors were not statistically significant as their p values were
greater than the level of significance, 0.05
Objective: To study external factors financial risk, product risk, non-delivery risk, and
psychological factors like, website design, trust and security affecting consumer
behaviorwhile shopping online
Hypothesis 5
Ho: There is no significant difference in external factors affecting consumer behaviorwhile
shopping online in terms of age
H1: There is significant difference in external factors affecting consumer behavior while
shopping online in terms of age
Table- 5.47
Table name – Kruskal Wallis Test (Age)
Sr.
No
Ho: There is no significant difference in external
factors affecting consumer behavior while shopping
online in terms of age
Significa
nce
Value
Result
1 I hesitate to shop online as there is a high risk of
receiving malfunctioning product. 0.166 Ho failed
to reject
2 I feel that there will be difficulty in settling funds when 0.141 Ho failed

I shop online (e.g. while exchanging products) to reject
3 I might not get what I ordered through online shopping 0.127 Ho failed
to reject
4 It is hard to judge the quality of products over internet. 0.010 Ho rejected
5 I might receive a fake brand of product rather than
authentic ones. 0.116 Ho failed
to reject
6 I might not receive the product ordered online 0.270 Ho failed
to reject
7 I do not shop online because of non-availability of
reliable & well-equipped shipper/logistic channel 0.728 Ho failed
to reject
8 I feel that my credit/debit card details may be
compromised and misused if I shop online. 0.608 Ho failed
to reject
9 I might be vulnerable to Cyber thefts 0.185 Ho failed
to reject
10 Inquiries are answered on time. 0.859 Ho failed
to reject
11 I buy from online stores only if the aesthetics are
appealing 0.531 Ho failed
to reject
12 I buy from online stores only if the navigation flow is
user friendly of the portal. 0.507 Ho failed
to reject
13 I buy from online stores only if the site content is easy
for me to understand and the information provided is
relevant.
0.529 Ho failed
to reject
14 I buy from online stores only if they have an easy and
error free ordering and transaction procedure. 0.118 Ho failed
to reject
15 I’m discouraged to buy from website if I’m not able to
find the product in single click. 0.441 Ho failed
to reject
Source: Primary Data
INTERPRETATION
The Kruskal-Wallis H test result showed that majority of the external factors have no
significant difference in external factors affecting consumer behaviorwhile shopping online in
terms of age.The test results for the factors affecting of above information were not
statistically significant as their p values were greater than the level of significance, 0.05.
However, the test result was statistically significant with p value less than the level of
significance, 0.05 for the external factor in terms of age stating “It is hard to judge the quality
of products over internet.”

Hypothesis 6
Ho: There is no significant difference in external factors affecting consumer behaviorwhile
shopping online in terms of income
H1: There is significant difference in external factors affecting consumer behaviorwhile
shopping online in terms of income
Table- 5.48
Table name – Kruskal Wallis Test (Income)
Sr.
Ho: There is no significant difference in external
factors affecting consumer behavior while shopping Significa Result

No online in terms of income nce
Value
1 I hesitate to shop online as there is a high risk of receiving
malfunctioning product. 0.611 Ho failed to
reject
2 I feel that there will be difficulty in settling funds when I
shop online (e.g. while exchanging products) 0.747 Ho failed to
reject
3 I might not get what I ordered through online shopping 0.728 Ho failed to
reject
4 It is hard to judge the quality of products over internet. 0.528 Ho failed to
reject
5 I might receive a fake brand of product rather than
authentic ones. 0.862 Ho failed to
reject
6 I might not receive the product ordered online 0.242 Ho failed to
reject
7 I do not shop online because of non-availability of reliable
& well-equipped shipper/logistic channel 0.624 Ho failed to
reject
8 I feel that my credit/debit card details may be
compromised and misused if I shop online. 0.828 Ho failed to
reject
9 I might be vulnerable to Cyber thefts 0.364 Ho failed to
reject
10 Inquiries are answered on time. 0.786 Ho failed to
reject
11 I buy from online stores only if the aesthetics are
appealing 0.758 Ho failed to
reject
12 I buy from online stores only if the navigation flow is user
friendly of the portal. 0.305 Ho failed to
reject
13 I buy from online stores only if the site content is easy for
me to understand and the information provided is relevant. 0.781 Ho failed to
reject
14 I buy from online stores only if they have an easy and
error free ordering and transaction procedure. 0.542 Ho failed to
reject
15 I’m discouraged to buy from website if I’m not able to
find the product in single click. 0.465 Ho failed to
reject
Source: Primary Data
INTERPRETATION
The Kruskal-Wallis H test result showed that there was no significant difference
in the external factors affecting consumer behaviorwhile shopping online in
terms ofincome group.
The test results for the above factors were not statistically significant as their p
values were greater than the level of significance, 0.05

Hypothesis 7
Ho: There is no significant difference in external factors affecting consumer behaviorwhile
shopping online in terms of occupation
H1: There is significant difference in external factors affecting consumer behaviorwhile
shopping online in terms of occupation

Table- 5.49
Table name – Kruskal Wallis Test (Occupation)

Sr.
No
Ho: There is no significant difference in
external factors affecting consumer behavior
while shopping online in terms of occupation
Significan
ce Value
Result
1 I hesitate to shop online as there is a high risk
of receiving malfunctioning product. 0.068 Ho failed to reject
2 I feel that there will be difficulty in settling
funds when I shop online (e.g. while
exchanging products)
0.159 Ho failed to reject
3 I might not get what I ordered through online
shopping 0.249 Ho failed to reject
4 It is hard to judge the quality of products over
internet. 0.253 Ho failed to reject
5 I might receive a fake brand of product rather
than authentic ones. 0.083 Ho failed to reject
6 I might not receive the product ordered online 0.363 Ho failed to reject
7 I do not shop online because of non-availability
of reliable & well-equipped shipper/logistic
channel
0.274 Ho failed to reject
8 I feel that my credit/debit card details may be
compromised and misused if I shop online. 0.457 Ho failed to reject
9 I might be vulnerable to Cyber thefts 0.552 Ho failed to reject
10 Inquiries are answered on time. 0.576 Ho failed to reject
11 I buy from online stores only if the aesthetics
are appealing 0.997 Ho failed to reject
12 I buy from online stores only if the navigation
flow is user friendly of the portal. 0.927 Ho failed to reject
13 I buy from online stores only if the site content
is easy for me to understand and the
information provided is relevant.
0.965 Ho failed to reject
14 I buy from online stores only if they have an
easy and error free ordering and transaction
procedure.
0.803 Ho failed to reject
15 I’m discouraged to buy from website if I’m not
able to find the product in single click. 0.241 Ho failed to reject
Source: Primary Data

INTERPRETATION
The Kruskal-Wallis H test result showed that there was no significant difference
in the external factors affecting consumer behaviorwhile shopping online in
terms of occupation group.
The test results for the above factors were not statistically significant as their p
values were greater than the level of significance, 0.05

Hypothesis 8
Ho: There is no significant difference in external factors affecting consumer behaviorwhile
shopping online in terms of education
H1: There is significant difference in external factors affecting consumer behaviorwhile
shopping online in terms of education
Table- 5.50
Table name – Kruskal Wallis Test (Education)
Sr.
No
Ho: There is no significant difference in external
factors affecting consumer behavior while
shopping online in terms of education
Significanc
e Value
Result
1 I hesitate to shop online as there is a high risk of
receiving malfunctioning product. 0.016 Ho rejected
2 I feel that there will be difficulty in settling funds
when I shop online (e.g. while exchanging products) 0.028 Ho rejected
3 I might not get what I ordered through online
shopping 0.296 Ho rejected
4 It is hard to judge the quality of products over
internet. 0.068 Ho failed to reject
5 I might receive a fake brand of product rather than
authentic ones. 0.046 Ho rejected
6 I might not receive the product ordered online 0.039 Ho rejected
7 I do not shop online because of non-availability of
reliable & well-equipped shipper/logistic channel 0.082 Ho failed to reject
8 I feel that my credit/debit card details may be
compromised and misused if I shop online. 0.035 Ho rejected
9 I might be vulnerable to Cyber thefts 0.037 Ho rejected
10 Inquiries are answered on time. 0.243 Ho rejected
11 I buy from online stores only if the aesthetics are
appealing 0.353 Ho rejected
12 I buy from online stores only if the navigation flow
is user friendly of the portal. 0.180 Ho rejected
13 I buy from online stores only if the site content is
easy for me to understand and the information
provided is relevant.
0.493 Ho rejected
14 I buy from online stores only if they have an easy
and error free ordering and transaction procedure. 0.967 Ho failed to reject
15 I’m discouraged to buy from website if I’m not able
to find the product in single click. 0.364 Ho rejected

Source: Primary Data
INTERPRETATION
The Kruskal-Wallis H test result showed that there was significant difference
in the external factors affecting consumer behaviorwhile shopping online in
terms of education group.
The test results for the above majority factors were statistically significant as
their p values were less than the level of significance, 0.05 whereas three
external factors showed an acceptance of hypothesis with the p values greater
than the level of significance.

Chapter 6 - FINDINGS
 33% went for shopping once in the last three months and 25% went twice for
shopping.
 69% use Smartphone for online shopping and tablet is the least used medium for
online shopping which is 7%.
 Electronics which is 31% and footwear which is 19% is the product which normally
people buy online.
 Flipkart and Amazon are the website which is preferred mostly by online shoppers
accounting for 50% and 35% respectively.
 Consumer gets information of buying products through an online portal by social
media which is 38%, friends and family account for 31% and advertisement 25%.
 Credibility, Ease of use, Payment options, Variety of Products, Delivery Charges,
Discount offers, Visual Appearance all plays an important factor during evaluation
between different websites.
 Own experience plays an important role as an influential factor at the evaluation of
different websites which is 61%. Social media being the less influential at 15 %.
 55% prefer cash on delivery as a mode of payment and 22% prefer debit card
whereas11% prefer credit card.
 The study showed that there is no significant association between annual income level
and frequency of online shopping.
 The study showed that there is no significant association between age and frequency
of online shopping.
 In Mann Whitney all the values of p are greater than 0.05 resulting into the acceptance
of Ho except some factors

 As per Mean factor “variety of products” is considered as an evaluating factor for
different online websites as the most important factor and the least considered is “ease
of use”. and the external factor of non delivery risk is considered as an external factor
holding the major amount of percentage while shopping online as the most important
factor.
Chapter 7 - CONCLUSION
The web based business is perhaps the greatest thing that has taken the business by a storm. It
is making an altogether new economy, which has an immense potential and is generally
changing the way organizations are working. It is accepted that electronic trade will turn into
a gigantic industry in the coming years and internet shopping is presently turning into a huge

piece of the buyer's everyday existence to meet their endless prerequisites advantageously.
Web based shopping is getting and is turning into a pattern. More buyers are into web
shopping as seen by the research due to the incentive it offers to a client like comfort, 24x7
shopping, doorstop conveyance, a wide item choice and the steadily extending scope of
interesting and uncommon gift thoughts just as expanded shopper trust in shopping on the
web is expanding. The primary assessing factor seen during the exploration was the
assortment of items which helps individuals in recognizing distinctive online sites while
shopping on the web.
The study gives a significant insight into consumer’s behaviour towards online shopping. In
the ultimate analysis, it is proved from the study conducted that various evaluating factors
such as Credibility, Ease of use, Payment options, Variety of Products, Delivery Charges,
Discount offers, Visual Appearance all plays an important factor during evaluation between
different websites and the external factor of non delivery risk mainly influence consumer’s
behaviour towards online shopping.
Chapter 8 - RECOMMENDATIONS
 Business people should come up with creative strategies to overcome disliking factors
 Company’s should design and develop varieties of products to attract and retain
online shoppers and to provide complete satisfaction.
 People should also get updated with the computer knowledge and mobile application
as the entire world is changing towards digitalization.

 As from the mean of factors the factor variety of products held an important level
during the evaluation of different online websites so marketers can focus on providing
varieties at one place so as to retain number of customers
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ANNEXURE

1. In last three months, how many times have you purchased anything online?
a) Once b) Twice
c) Thrice d) More than Thrice
2. Medium preferred for online shopping.
a) Smartphone b) Tablet
c) Laptop/PC d) Not applicable
3. Which products do you normally buy/use online?
a) Apparels b) Footwear
c) Electronics d) Cosmetics
e) Others
4. Which website do you prefer for the product/service?
a) Flipkart b) Amazon
c) Myntra d) EBay
e) Jabong f) Cilory
g) Nykaa
5. How did you get the information of buying products through an online portal?
a) Friends/Family b) Social media
c) Advertisement d) Promotional emails
e) Others
6. How do you evaluate between different online websites available at your disposal?
Not at all
Important
Slightly
important
Important Fairly
Important
Most
Important
Credibility
Ease of use
Payment options
Variety of Products
Delivery Charges
Discount offers
Visual Appearance
7. At the time of evaluation of different online websites who/which factors influences
you?
a) Family/Friends b) Own Experience

c) Social Media Promotions d) Other
8. Which mode of payment do you prefer most while doing online shopping?
a) Cash on delivery b) Debit card
c) Credit card d) E-wallets
e) Bank Transfers
9. Do you recommend others to adopt online shopping ?
a) Yes b) No
c) Maybe
10. Please rate your level of agreement with following statements.
1) Strongly Agree 2) Agree 3) Neutral 4) Disagree 5) Strongly Disagree
Sr.No Statement SA A N D SD
1 I hesitate to shop online as there is a high risk of receiving
malfunctioning product.
2 I feel that there will be difficulty in settling funds when I shop
online (e.g. while exchanging products)
3 I might not get what I ordered through online shopping
4 It is hard to judge the quality of products over internet.
5 I might receive a fake brand of product rather than authentic
ones.
6 I might not receive the product ordered online
7 I do not shop online because of non-availability of reliable &
well-equipped shipper/logistic channel
8 I feel that my credit/debit card details may be compromised and
misused if I shop online.
9 I might be vulnerable to Cyber thefts
10 Inquiries are answered on time.
11 I buy from online stores only if the aesthetics are appealing
12 I buy from online stores only if the navigation flow is user
friendly of the portal.
13 I buy from online stores only if the site content is easy for me to
understand and the information provided is relevant.
14 I buy from online stores only if they have an easy and error free
ordering and transaction procedure.
15 I’m discouraged to buy from website if I’m not able to find the
product in single click.
Demographic Detail
1. Name ____________

2. Age
a) 18-25 years b) 26-33 years
c) 34-41 years d) Above 41 years
3. Gender
a) Male
b) Female
4. Occupation
a) Student b) Business Person
c) Govt. Employee d) Professional
e) Self Employed f) Others
5. Educational Qualification
a) 10th Pass b) 12th Pass
c) Graduate d) Post graduate
e) Doctorate
6. Annual Income
a) Upto Rs.2, 50,000 b) Between Rs. 2, 50,000 to 5, 00,000
c) Between Rs. 5, 00,000 to 10, 00,000 d) Above Rs.10, 00,000