Data Analysis on Consumer Behaviour in Online Purchasing and Selling Activities

Running head: DATA ANALYSIS
Data Analysis
Name of the Student
Name of the University
Author note

1DATA ANALYSIS
Introduction:
The purpose of this data analysis is to examine the results collected from the survey
regarding the consumer behaviour. The data analysis has been done on the consumer
behaviours on online purchasing and selling activities. Through the following data analysis
the positive as well as negative correlation will be identified within various questions and
variables of the survey questionnaire. Apart from that, the cross connection and interrelation
between various components of the survey outcomes will also be analysed accordingly.
Demographical analysis
For demographical analysis this study has considered two major components of
demographics namely age and gender. As per the survey report 59% respondents are female.
Therefore the following study outcomes will be slightly biased on effeminate preferences.
Due to the social position, perpetuation and various other psychological factors female
population has different preference pattern than the male population around the world. At the
same time the 40% of male population also provides the opportunity to make the study
outcomes less biased and more feasible for making a tangible conclusion.
The age of the respondents are segregated into 4 different sections namely under 20
years old, 20 years to 30 years, 30 years to 40 years and above 40 years. Therefore, the aim of
this demographic data collection is to find out the variation of consumer preference their
behaviour within the age bandwidth of 20 to 40. As per the survey report the 63%
respondents belong to the age group of 20 to 30. Only 31.8% respondents were from the age
group of 30 to 40 years. However, only few respondents are from the age group of above 40
and no participants are from under 20 age group. It clearly indicates that the study results that
were collected is based on the middle age population and their perception, On the other hand,
it also has to be considered that the study result are based on the perception and psychological
influence of the above mentioned age group.
Occupation
The occupation of the Occupation has a huge impact on the lifestyle purchasing
behaviour. In this survey report the 45.5% respondents are employed and 36.4% respondents
are students. At the same time, only 18% respondents are self employed. Therefore it can be
clearly said that the projected occupational background clearly showed the potential varieties
of customer preference and expectations. The occupational profile defines the financial

2DATA ANALYSIS
condition and purchasing ability of any individual. The financial condition influences the
perception of any person while changing their lifestyle and social standard. Therefore, in this
research it has to be considered that the results of consumer preference and their choice and
online e-commerce usage have been highly influenced by the employed population.
Likability
About 90.9% participants responded that they like to shop online. Therefore, it can be
said that after the introduction of dynamic server utility with advanced user interface
introduced by Web 2.0 the acceptance of online shopping process has been increasing with
higher rate. However, 9.1% participants have responded that they do not like to purchase
from online. Hence, it is clearly visible that there are some unknown variable exists in this
analysis that making the differences in the opinions. Demographical background can
influence the perception of any individual along with their capability of accept new
technologies. Therefore, in order to analyse the relation between demographical background
and likability the following analysis has been done.
Relation between Likability and age
In the following table the age groups of the participants have been presented with
their willingness to use online e-commerce websites for purchasing. For finding the
correlation the age bellow 20 is denoted by 3, 20 to 30 by 2, 30 to 40 by 1 and above 40 by 0.
On the other hand the answer yes has been marked as 1 and no as 0. According to the
correlation analysis, there is a negative correlation between the age of the participants and
their willingness to purchase from online. It has been found that people with higher age has
lower interest in online shopping. This negative correlation has been identified previously in
many socio-anthropological surveys, where the repulsive behaviour towards technological
advancement has been found as a possible outcome of higher age level. People who have
higher age did not experience advance technologies like online shopping from their
childhood. Therefore “developing fear for unknown” has become the basic phenomenon for
this older aged people. In these study the people with more than 40 years of age have shown
less interest towards the online shopping for the same reason.
Recently purchased items
The last purchased items by anyone, depends totally on individual’s needs and
urgency. Therefore, the result of this question has to be completely independent from any of

3DATA ANALYSIS
the other questions in this survey. However from the percentage of choice, the preferable
items can be found along with the recent consumer trends. According to the graphical
representation of the quantitative analysis it has been found that the mostly purchased items
are smart phones and bags. It can be considered that the last purchased items have the most
likeliness to be the most preferable item. Therefore, to examine the consumer preference by
products segment the following table has been built.
Item type Frequency Percentage
Electronics(Electric, Smart phones, Phones, laptop) 4 22.22%
Apparel (cloth, bag, dress, hat, sunglass, shoes, T shirt) 10 55.55%
Entertainment (Book, shows) 2 11.11%
Car 1 5.5%
Furniture 1 5.5%
Therefore from the above analysis it can be clearly seen that the most purchased item is
apparel which includes the garments, hat, sunglass and shoes. About 55% of purchasing have
been done from this section of the product where only 22% purchasing have been done from
the electronic segment. At the third position of popularity scale the entertainment segment
has scored about 11%. The entertainment segment is comprised with shows and books. Both
car and furniture can be considered as utility asset. However, because of the technical
differences these two have been segregated by two different zone. As per the last purchased
items the car has been scored 5.5% and furniture also scored 5.5%. It clearly indicates, that
when it comes to purchasing a utility item or electronics, people more likely to prefer
electronics over utility goods. At the same time, purchasing apparel is the highest priority
within the online customers.
Frequency of purchasing:
The survey results shows that the purchasing frequency or the respondents varies from
1 to 5 a year to 1 to 5 a month. As per the distribution of the choice it can be said that 1 to 5 a
year can be considered as the lowest purchasing frequency and 1 to 5 a month can be
considered as highest purchasing frequency. According to the survey results, 50% of the
respondents usually purchase 5 to 10 times per year. On the other hand, 27.3% of the
respondents purchase 1 to 5 times per years. Only 18.2% of respondents purchase above 10