Research Report: Customer Expectations in Indian Online Shopping

This report delves into the realm of customer expectations within the rapidly evolving landscape of online shopping in India. It begins with an introduction defining customer expectations and their significance in the context of online retail. The research aims to analyze these expectations, assess how well online shopping products meet them, evaluate customer opinions on product quality, and explore effective strategies for online shopping success. A thorough literature review examines existing research on customer expectations, the fulfillment of these expectations by online products, customer opinions on product quality, and the strategies required for effective online shopping. The methodology section outlines the research design, which is explanatory and descriptive, along with the hypothesis testing study. It also describes the data collection methods, including both qualitative and quantitative approaches, using questionnaires. The sampling method employed is simple random sampling. The report addresses potential accessibility and ethical issues, details the data analysis plan, and acknowledges research limitations. Finally, a timetable is provided, outlining the project's timeline, followed by a comprehensive list of references.

Report

Table of Contents
Topic of the research “ Customer expectations in India: Online shopping”. ..................................4
INTRODUCTION ..........................................................................................................................4
Research Aim..............................................................................................................................4
Research Objectives ...................................................................................................................4
Research Questions ....................................................................................................................5
LITERATURE REVIEW ...............................................................................................................5
Customer expectations in online shopping ................................................................................5
Online shopping products fulfils the expectations of customers ...............................................5
Different opinions of customers for improving quality of online product .................................6
Different strategies needed to be implemented for online shopping .........................................6
RESEARCH DESIGN AND METHODOLOGY ..........................................................................7
Rationale for completing the project ..........................................................................................7
Type of investigation .................................................................................................................7
Hypothesis testing study ............................................................................................................7
Data collection method ..............................................................................................................8
Sampling method .......................................................................................................................8
Accessibility issues ....................................................................................................................9
Ethical issues ..............................................................................................................................9
Data analysis plan ......................................................................................................................9
Research limitations ...................................................................................................................9
TIMETABLE ...........................................................................................................................10
REFERENCES .............................................................................................................................12

Topic of the research “ Customer expectations in India: Online shopping”.
INTRODUCTION
The customer expectation is defined as perceived value or benefits which a customer has
while purchasing a particular product or service. These are result of learning process and these
are formed quickly as this is first impression of the product in front of customer. This can be
explained with an example branded items are related to quality and mostly customers expect that
reputed brands are higher quality and their performance is higher than identical products of lower
known company (Franco, 2019). Internet is the most powerful information media used for
sharing thoughts and ideas. The trend of online shopping is new that is liked by various
customers. There is great influence of online shopping on customers across the world. In India,
the major customer segment which is affected by online shopping is youngsters. The facility of
online shopping in India is provided specially in big cities. This has the world's third largest
Internet user base. Online shopping has made life very easy and the concept of online shopping
is growing rapidly within the market. Various companies are running online portals for selling
services and products online (Budianto, 2019). There is growth of online shoppers in India in
recent years. As India is a large and strategic consumer market, it is not inline with the global
market. Online shopping is considered as good by Indian consumers but still there is a part of
consumer that has not appreciated online shopping and online products. The following research
is conducted for knowing what is consumer perception of Indian buyers towards online
shopping (Daugherty, Bolumole, and Grawe, 2019). The research aim, objectives and question
is listed below -
Research Aim
To analyse the customer expectation in India Online shopping
Research Objectives
 To analyse the customer expectations in online shopping
 To know the online shopping products fulfils the expectations of customers
 To evaluate opinion of the customers to improve quality of online product
 To analyse the strategies needed to be implemented for online shopping

Research Questions
 What are the customer expectations in online shopping?
 What are the online shopping products fulfils the expectations of customers ?
 Explain different opinion of the customers to improve quality of online product?
 What are the different strategies needed to be implemented for online shopping?
LITERATURE REVIEW
Customer expectations in online shopping
According to the viewpoint of Vasić, Kilibarda, and Kaurin, (2019) , the world is
changing shopping tradition rapidly but in India there in no popularity of this concept. There are
number of customers who are opting online shopping but these are increasing slowly. The
traditional and conventional methods of shopping are more popular in India. Individuals are
aware of conventional methods of shopping more than the online means of shopping. The online
shopping trends in India are evolving at high rate and the main aim is to provide customers with
the means of shopping according to their comfort and buying apparels, goods, electronics, books,
etc. from home. India is catching up quick with the advancement and growth. There are various
sites which offer free shipping to India. The current trends in India are reflect that majority of
buyers choose to shop at websites which allows them for purchasing a wide variety of items from
a range of different stores. Companies of online selling are facing great competition in Indian
market as they are looking for new avenues in order to increase contact with customers. The
online shopping is present in business world i.e. in virtual world and this can be accessed at any
time.
Online shopping products fulfils the expectations of customers
As per the views of Nguyen, D.H., (2018) , customers who are buying products online
are getting choosier. They are having power of choice and world of online retailers as main
focus. When one online store is not fulfilling the needs of customer, the customer goes to another
competitor. When store is loading slowly or if customers are not able to find out the products
easily, customers can shop from somewhere else. This also means that if store is loading very
slowly or the products are not available easily, the customer can shop from somewhere else. This
also means that products from online store of another country can be used for ordering. The

products purchased through online basis are more convenient to shop as every information about
the features of the product are available online. Also, shopping through website is more
convenient for various consumers as they can shop while travelling, sitting at home, relaxing.
The products bought online can be returned within a particular time. Also prices offered by
online retailers is comparatively lower than shops prices. In India, there are many brands which
do not have physical stores in the country but they sell products online through websites. This
creates opportunities for consumers who need such products.
Different opinions of customers for improving quality of online product
According to the views of Zhang, Chu, and Xue, (2019) , there are various opinion of
customers which is used for making online products popular within India. The main challenge
for online shopping has been scepticism surrounding concepts of e-commerce. This has lowered
the confidence level of buyers. For attracting more customers, the online retailers have to
increase the payment options as there are small sections of individuals in India who are having
credit cards. There must be availability of various other payment options including demand
drafts, cheque, end to end payments, etc. the potential customers must be convinced for
benefiting shopping from home or office rather than going out to any crowded place. Online
shopping and e-commerce in India should be encouraged and on the same time cyber and legal
security issues should be considered . The marketing of online websites for selling products must
be done effectively so that customers will have great experience.
Different strategies needed to be implemented for online shopping
As per the viewpoint of Blakeman, (2018), Strategy is the course of actions which help
in achieving the goals and objectives over a particular time for attaining the goals and objectives
of the company. Online shopping is the buying and selling of goods by using internet service and
there is no physical interaction. There are number of strategies for the same which are good
online support which is useful in providing after sale services, partnership with other brands is
about making collaborations with the successful brands so that people can be aware about the
same. Furthermore, advertisement in social media is also effective as majority of the people are
active on social media platforms, SEO is again a very effective strategy which is about creating
more traffic on the online site. Apart from this, online shopping platform should have reviews
about the products on the basis of which the potential customers can make purchasing decision.
It is important to have feedback about the products displayed on online site in order to influence

other individuals to make purchases of the products. Furthermore, there should be a software
application which can be used by customers by downloading it in their phones. This is one of the
most popular and useful method of making online shopping successful. It offers number of
benefits which include increased number of customers and other opportunities by which the
business can grow. Hence, these all the some effective strategies which are fruitful for online
shopping.
RESEARCH DESIGN AND METHODOLOGY
Rationale for completing the project
Consumer satisfaction is key factors for online shopping. There are various factors like
characteristics of products, website quality, attitude towards online shopping, intention to online
shopping, online purchasing and online shopping decision making can affect the consumer
satisfaction (Kumar, 2019). Also, customer satisfaction is directly related to the attitude of online
shopping towards particular internet stores. The main importance of this factor is determination
of consumer behaviour of Indian customers through online shopping.
Type of investigation
Explanatory – In context of explanatory research design, ideas and thoughts of the
investigator are most important and these are primarily independent on the personal inclination
regarding a specific topic (Ledford, and Gast, 2018). Explanation about the unexplored aspects
of a subject is provided with details about what, why and how related to the research questions.
Descriptive – In context of descriptive research design, an investigator is interested in
describing the case or situation under his research or study (Quinlan, and Et. AL, 2019). This is
a theory based research design that is developed and created by gathering, analysing and
presenting the gathered data. This in depth research will provide insight into why and how
research is conducted.
The present research is explanatory as this depends upon a topic i.e. Customer expectations in
India: Online shopping.
Hypothesis testing study
The researcher will test the validity of hypothesis with reference to objectives -
HO1 There is no customer expectations in online shopping

HO2 There is negative impact on online shopping products fulfils the expectations of customers
HO 3 There are no opinions of the customers to improve quality of online product
HO 4 There are no strategies needed to be implemented for online shopping
Data collection method
The data collection method is defined as the process of collecting data from various
relevant sources and finding out the research problem's results. There are different ways of data
collection methods including secondary data collection method and primary data collection
method. The secondary data is a type of data that is present in magazines, newspapers, books,
online portals, journals, etc (Litosseliti, ed., 2018). There is a lot of data present within these
factors and it is used for analysing research objectives. On the other hand, primary data
collection means getting of relevant data through the first hand information. It includes of two
types of data collection methods like quantitative and qualitative methods. The quantitative data
collection methods depends upon mathematical calculations and these include questionnaire that
include close ended questions. On the other hand, quantitative methods do not involve
mathematical calculations and numbers (BTL, 2018). This is closely related to the sounds,
feelings, emotions, etc. the main objective of qualitative study is to ensure greater level of
understanding level. The various ways of collecting data through qualitative study are
questionnaire, observation, focus groups, role playing, case studies, games, etc.
In the present research, both qualitative and quantitative research is used by the
investigator. Questionnaire is used for getting information about the thoughts of respondents
regarding preference of online shopping of Indian customers.
Sampling method
Sampling is defined as the method for helping which respondent is selected from population.
Basically there are two types of sampling methods such as probabilistic and non probabilistic
methods.
Probability sampling method - The probability sampling method is defined as the
sampling technique in which sample from a larger population is selected from a larger population
are selected using method that depends upon theory of probability.
Non-Probability sampling method - The non probability sampling technique such as
judgemental sampling is used when population is infinite or when the study is related to internet

user target audience (Coemans, Vandenabeele, and Hannes, 2019). The judgement of the
researcher is there for drawing sample from the population user.
In the present research, simple random sampling is selected for completing the research.
According to this sampling method, it is easy to assign numbers to the respondents and then
randomly choosing these numbers through an automated process.
Accessibility issues
All the information provided by respondents during the filling of questionnaire must be
accessible and relevant. It is important they all respondents must agree that the information
provided to them can be used by the investigator for accomplishing his project work. The main
problem in accessibility is minimising the data redundancy of research efforts. By making the
data accessible to target audiences, investigators can minimise the number of redundant
experiments conducted and iterate for existing research for accelerating discovery.
Ethical issues
It is analysed from the research work that investigator is collecting all relevant
information and data for doing the research in ethical manner. This is helpful in conducting all
research activities effectively and producing positive outcomes on research topic. Thus, the
researcher must perform all activities in ethical manner so that research is done well.
Data analysis plan
For doing research, the investigators uses various types of ways of collecting relevant
data. The researchers are basically of two types i.e. qualitative and quantitative research. The
qualitative research depends upon images and diagrams. On the other hand, the quantitative
research depends upon the numeric values and data. The qualitative analysis is more time
consuming and costly method when compared to quantitative method. The following research is
quantitative research.
Research limitations
The research limitations are known as the factors that become hurdle in providing result
of the research. The research limitation within this project is quality and implementation of data
collection method. The result of project was not up to the mark as researcher was not able to do
more in depth analysis of this research. The investigator do not has experience in primary data
collection. There is chance that nature of implementation of data collection is flawed.

TIMETABLE
Gantt chart is known as the representation which includes activities of research and at
what time they will be done (Szromek, and Wybrańczyk, 2019). This helps researcher in
managing all the activities effectively and conducting all research activities within specified time
frame. The Gantt chart for the present research is given below -

REFERENCES
Books and Journals
Vasić, N., Kilibarda, M. and Kaurin, T., 2019. The influence of online shopping determinants
on customer satisfaction in the Serbian market. Journal of theoretical and applied
electronic commerce research, 14(2), pp.70-89.
Nguyen, D.H., 2018. Order Fulfilment and Consumer Behaviour in Online Retailing.
Zhang, L., Chu, X. and Xue, D., 2019. Identification of the to-be-improved product features
based on online reviews for product redesign. International Journal of Production
Research, 57(8), pp.2464-2479.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
BTL, C., 2018. Business research methods.
Coemans, S., Vandenabeele, J. and Hannes, K., 2019. Upcycling as a co-creative sensory
research methodology. In European Congress of Qualitative Inquiry, Date: 2019/02/13-
2019/02/15, Location: Edinburgh, Scotland, UK.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Litosseliti, L. ed., 2018. Research methods in linguistics. Bloomsbury Publishing.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South
Western Cengage.
Franco, M.J.S., 2019. Customer Expectations on Services: A Cross-Cultural Perspective in Latin
European and Latin American Countries.
Budianto, A., 2019. Customer Loyalty: Quality of Service. Journal of Management Review, 3(1),
pp.299-305.
Daugherty, P.J., Bolumole, Y. and Grawe, S.J., 2019. The new age of customer impatience: an
agenda for reawakening logistics customer service research. International Journal of
Physical Distribution & Logistics Management, 49(1), pp.4-32.
Szromek, A.R. and Wybrańczyk, K., 2019. Proposal of Value for Customer of Spas:
Expectations of Spa Patients and Tourist in Polish Spas. Sustainability, 11(13), p.3598.